Case Study: Achieved Local SEO Dominance in 7 Months for a Clinic in Chicago
In 2025, a clinic in Chicago partnered with Goforaeo to strengthen local visibility across Google Search and Google Maps and become consistently present for high intent discovery queries. The clinic name is anonymized due to an NDA, and the metrics below come from Google Business Profile insights, Google Search Console, GA4, call tracking, and local rank tracking for the dates listed.
Snapshot of Results
Timeframe: March 6, 2025 to October 6, 2025
Location: Chicago, Illinois
Before vs after results:
- GBP impressions: 41,800 to 158,600 per month
- Discovery searches: 3,900 to 14,700 per month
- GBP actions: 910 to 3,420 per month (calls, directions, website clicks)
- Calls from Maps + organic: 140 to 420 per month
- Website clicks from Maps: 280 to 1,060 per month
- Top 3 map pack placements: 7 to 26 tracked service keywords
- Average local rank (tracked set): 11.8 to 3.6
Context and Starting Point
Chicago is a hard market because local packs are crowded and proximity, relevance, and trust signals decide who shows up consistently. The clinic had solid services and patient feedback, but it wasn’t appearing for enough non branded searches. The listing was partially built, services were not mapped deeply, and the website wasn’t reinforcing local intent strongly enough.
The goal was to increase discovery coverage and convert that visibility into calls and appointments. We focused on relevance, consistency, and engagement signals that compound month after month.
Measurement Setup and Reporting
We cleaned tracking before making changes so every number could be trusted. We also built a reporting view that separated branded vs discovery performance and mapped visibility to actions and inquiries.
What we set up
- GBP insights reporting: impressions, discovery searches, actions, calls, directions, website clicks
- GA4 events for call clicks, appointment clicks, and forms
- Call tracking to separate listing calls vs website calls
- Rank tracking for Chicago service keywords and grid points
- Looker Studio dashboard with weekly notes and change dates
Diagnosis: What Was Holding the Clinic Back
We audited GBP, the website, and citations together. The clinic was credible, but its local signals were fragmented. That reduced Google’s confidence in showing the listing broadly for Chicago discovery queries.
Key issues found
- Categories were not optimized for the full service mix
- Services were incomplete and missing descriptions
- Business description and attributes didn’t reinforce specialties well
- Posts and photos were inconsistent, reducing engagement signals
- Citations had small inconsistencies and a few duplicates
- Service pages were thin and not aligned to Chicago intent queries
- Internal linking didn’t push authority to priority pages
- Booking flow on mobile had friction, lowering action rate
Strategy Overview
We used a system built around three levers. Each lever supported the others, which reduced ranking volatility and helped the clinic hold top positions.
Workstreams
- GBP rebuild for broader service relevance
- Citation cleanup and entity consistency for trust
- Website service page upgrades to reinforce local intent
- Engagement engine: posts, photos, reviews, Q&A
- Conversion improvements to increase calls and appointment requests
- Ongoing refinement based on query movement and rank tracking
Google Business Profile Rebuild
We treated GBP as the primary landing page because it drives most local conversions. The goal was to expand query coverage and improve action rate.
Listing structure updates
- Reworked primary and secondary categories based on demand and competitors
- Expanded services with descriptions using real search language
- Updated attributes and appointment links with UTM tracking
- Rewrote the business description to clarify services, who it helps, and how to book
- Cleaned business info for consistency: hours, phone format, URL, appointment link
Engagement upgrades
- Weekly posts on services, availability, insurance, seasonal care
- Photo plan: exterior, interior, staff, service context, credibility visuals
- Q&A seeded with common patient questions and clear answers
- Offer and update posts used strategically for spikes in demand
Citation Cleanup and Trust Consistency
Chicago local packs punish inconsistency. We cleaned citations so Google saw one consistent entity and authority signals didn’t split.
What we fixed
- Standardized NAP and hours across major directories
- Removed duplicates and merged profiles where possible
- Updated healthcare directories relevant to the clinic’s category
- Ensured website and appointment URLs matched everywhere
- Added missing citations on high relevance platforms competitors had
Website Improvements That Supported Local Dominance
A strong GBP performs better when the website confirms the same services and local relevance. We strengthened service pages and internal linking so Google connected the clinic to more Chicago queries.
Service page upgrades
- Expanded core services with symptoms, who it’s for, and “when to book” sections
- Added FAQs from Search Console queries to capture long tail intent
- Improved CTAs for mobile and added clear booking steps
- Strengthened trust cues on pages: credentials, process, expectations
Chicago intent reinforcement
- Added natural neighborhood and service area references where relevant
- Improved on page NAP consistency and embedded location signals
- Created supporting content for local questions and linked into services
Technical and UX improvements
- Improved mobile speed with image compression and script cleanup
- Fixed internal linking, crawl depth, and navigation pathways
- Updated titles and meta descriptions to improve CTR
- Added schema where eligible: LocalBusiness, FAQ, Physician/MedicalOrganization
Reviews and Engagement System
We improved review velocity in a compliant way and made responses consistent. Reviews helped conversions and supported trust signals in maps.
Review work completed
- Patient follow up workflow for review requests
- Response cadence with human style templates
- Review themes encouraged naturally: service quality, staff, ease of booking
- Highlighted top reviews on relevant pages where appropriate
Tools Used
Google Business Profile insights, GA4, Google Search Console, call tracking, Looker Studio, BrightLocal or Whitespark (grid + local ranks), Screaming Frog, PageSpeed Insights, Lighthouse, Semrush/Ahrefs, Microsoft Clarity or Hotjar.
Timeline With Dates, Monthly Numbers, and Natural Notes
March 6 to March 31, 2025
We completed the local audit, cleaned tracking, fixed the biggest GBP gaps, and started citation cleanup on the highest authority platforms. Competitor benchmarking guided category and service changes, and we mapped the priority services that needed dedicated on site support.
Month end metrics:
- GBP impressions: ~41,800
- Discovery searches: ~3,900
- GBP actions: ~910
- Calls from Maps + organic: ~140
- Top 3 map pack keywords: ~7
April 2025
We rebuilt GBP services with descriptions, refined categories, and started consistent posting and photos to improve engagement signals. The first wave of service page upgrades shipped so the website reinforced the same Chicago intent Google was seeing in GBP.
Month end metrics:
- GBP impressions: ~63,400
- Discovery searches: ~5,600
- GBP actions: ~1,240
- Calls: ~190
- Top 3 map pack keywords: ~11
May 2025
We continued citation cleanup, expanded internal linking into top services, and added FAQs based on real query data. The listing’s engagement engine became consistent, which helped discovery visibility compound week over week.
Month end metrics:
- GBP impressions: ~88,900
- Discovery searches: ~7,900
- GBP actions: ~1,820
- Calls: ~250
- Top 3 map pack keywords: ~16
June 2025
We tightened local alignment between GBP, citations, and service pages, improved mobile speed, and refined titles for CTR. Review workflow and response cadence were implemented to strengthen trust and conversion confidence.
Month end metrics:
- GBP impressions: ~112,700
- Discovery searches: ~10,200
- GBP actions: ~2,360
- Calls: ~320
- Top 3 map pack keywords: ~20
July 2025
We scaled what was working by improving the pages gaining impressions, strengthening internal links into them, and keeping GBP activity consistent. We also improved conversion flow on the top landing pages so actions grew faster than impressions.
Month end metrics:
- GBP impressions: ~134,500
- Discovery searches: ~12,300
- GBP actions: ~2,920
- Calls: ~380
- Top 3 map pack keywords: ~23
August 2025
We refined content based on query movement, stabilized rankings with ongoing listing engagement, and cleaned remaining citation inconsistencies. The clinic began holding top positions across more services without week to week volatility.
Month end metrics:
- GBP impressions: ~147,200
- Discovery searches: ~13,800
- GBP actions: ~3,180
- Calls: ~405
- Top 3 map pack keywords: ~25
September 6 to October 6, 2025
We doubled down on winning services, improved CTAs for mobile, and maintained posts, photos, reviews, and Q&A to protect momentum. This final stretch focused on stability and action rate so the clinic kept dominant visibility while inquiries stayed strong.
Month end metrics:
- GBP impressions: ~158,600
- Discovery searches: ~14,700
- GBP actions: ~3,420
- Calls: ~420
- Top 3 map pack keywords: ~26
Before and After Proof Summary
Local dominance happened because the listing and website were aligned around Chicago intent, citations became consistent, and engagement signals were maintained. Rankings held because the system reduced trust friction and improved relevance for more services.
- GBP impressions: 41,800 to 158,600 per month
- Discovery searches: 3,900 to 14,700 per month
- GBP actions: 910 to 3,420 per month
- Calls: 140 to 420 per month
- Top 3 map pack placements: 7 to 26 tracked keywords
What Made It Work
The biggest driver was compounding consistency. Chicago rewards clinics that look complete, trusted, and active. Once GBP services were expanded, citations were clean, and the website reinforced the same services, the clinic showed up for more discovery queries. Maintaining posts, photos, and reviews kept engagement high, which helped the listing hold top positions.
Disclaimer
The clinic identity and identifying details are anonymized due to NDA and healthcare privacy considerations. Metrics are accurate for the timeframe stated, but results vary based on proximity factors, competition, seasonality, and ongoing execution consistency.