Case Study: Built Long-Term Organic Growth in 10 Months for a Healthcare Brand in Boston
In 2025, a healthcare brand in Boston partnered with Goforaeo to build steady, long term organic growth across multiple services and turn that traffic into consistent inquiries. The brand name is anonymized due to an NDA, and the metrics below come from GA4, Google Search Console, Google Business Profile insights, call tracking, and rank tracking for the dates listed.
Snapshot of Results
Timeframe: January 22, 2025 to November 22, 2025
Location: Boston, Massachusetts
Before vs after results:
- Monthly organic sessions: 6,800 to 18,900
- Monthly organic users: 5,100 to 14,700
- Non branded clicks (GSC): 1,640 to 5,820
- GSC impressions: 92,000 to 268,000 per month
- Page 1 keywords (tracked): 28 to 96
- Top 3 keywords (tracked): 6 to 24
- Monthly inquiries (calls + forms): 140 to 420
- GBP actions: 1,020 to 2,960 per month
Context and Starting Point
Boston is a tough market because large hospital networks, universities, and directory sites rank for many healthcare terms. This brand had strong services and trust, but SEO growth was uneven. A few pages drove most traffic, some services had no dedicated pages, and internal linking didn’t help new pages rank. Search Console showed lots of impressions but click share was low, which usually points to weak page targeting and weak snippets.
The goal was not quick spikes. The goal was a stable system that keeps growing month after month through better structure, better content, and ongoing improvements.
Measurement Setup
We cleaned tracking first and built reporting that separated growth by service line. That way, the brand could see which services were becoming stronger each month.
What we set up
- GA4 events for calls, forms, appointment clicks, and key CTA clicks
- Search Console filters for service pages and topic clusters
- Rank tracking for Boston service keywords and key conditions
- GBP insights tracking for actions and discovery searches
- Call tracking for website and listing calls where possible
- Looker Studio dashboard with weekly notes and change dates
Diagnosis: What Was Limiting Long Term Growth
The brand wasn’t missing quality, it was missing structure and consistency. Some pages were too broad, some services were not covered deeply enough, and there was not a repeatable process for publishing and updating content.
Key issues found
- Missing or thin pages for high intent services and conditions
- Keyword cannibalization between similar pages and blogs
- Internal linking did not push authority into priority services
- Titles and meta descriptions were generic, lowering CTR
- Old content had slipped in rankings and wasn’t refreshed
- Technical issues: index bloat, duplicates, weak crawl paths
- GBP and on site service naming were not always aligned
- Mobile conversion flow was inconsistent across templates
Strategy Overview
We built a 10 month SEO system that compounds. Each month added new pages and also improved the pages already ranking. This created stability instead of volatility.
Workstreams
- Technical cleanup and indexing control
- Keyword to page mapping and site architecture rebuild
- Service page upgrades and new service pages
- Content clusters to expand long tail discovery
- Internal linking system to distribute authority
- Local SEO alignment for Boston intent
- Snippet and CTR improvements
- Conversion improvements to increase inquiries
- Content refresh program for aging pages
Technical SEO Foundation
We fixed the technical issues that quietly limit growth over time. This helped indexing, speed, and crawl efficiency.
Technical work completed
- Fixed duplicate URLs, canonicals, and parameter issues
- Cleaned redirect chains and broken internal links
- Improved Core Web Vitals on key templates
- Improved sitemap coverage for priority pages
- Reduced index bloat by consolidating or noindexing low value pages
- Added structured data where eligible: LocalBusiness, FAQ, MedicalOrganization, Article
Service Pages and Topic Coverage
We rebuilt service pages to be clear targets for ranking and conversion. Each page was written as a decision page and matched Boston search intent.
What changed on service pages
- Stronger above the fold messaging and clear booking steps
- Better sections for symptoms, who it helps, and what to expect
- FAQs built from Search Console queries
- Improved headings and formatting for mobile
- Trust cues near CTAs: credentials, reviews, insurance notes
- Better internal links to related services and conditions
New pages built
- Dedicated pages for high demand services that were missing
- Condition pages that supported services and captured long tail searches
- Boston focused intent pages where appropriate without thin location spam
Content Clusters for Long Tail Discovery
We built clusters around core services. Supporting pages brought in new traffic and passed authority into service pages.
Cluster approach
- One hub page per service line
- 6 to 12 supporting pages per hub based on query demand
- FAQs and decision pages for common questions
- Internal linking from support content to booking pages
Internal Linking System
Internal linking was treated as a growth engine. It helped new pages rank faster and reduced reliance on a few pages.
Linking improvements
- Service hubs linking to all priority pages
- Contextual links inside content, not only menus
- Related service blocks on key templates
- Fixed orphan pages and improved crawl depth
- Consolidated overlapping pages to prevent cannibalization
Local SEO Alignment for Boston
Even for brands with multiple services, local alignment matters. We ensured Boston intent signals were consistent across the website and GBP.
Local work completed
- Expanded GBP services with descriptions aligned to the website
- Updated categories and attributes where needed
- Added appointment links with UTM tracking
- Citation cleanup for consistent NAP and hours
- On page location reinforcement written naturally
- Continued GBP posts and photo updates to support engagement
Snippet and CTR Improvements
Higher impressions don’t help if clicks stay low. We improved titles and meta descriptions on pages with high impressions and low CTR.
Snippet improvements
- Titles aligned with booking intent and service language people use
- Meta descriptions explained next steps and included trust cues
- FAQ formatting improved for rich results eligibility
- Resolved duplicate titles and thin meta descriptions
Conversion Improvements
We improved conversion flow so traffic growth translated into inquiries. Mobile was prioritized because it drove the majority of actions.
CRO updates
- Sticky click to call button on mobile
- CTAs above the fold and after key sections
- Shorter forms with clearer “what happens next”
- Better contact blocks with hours and directions
- Reduced page friction through speed improvements
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking, Looker Studio, Screaming Frog, PageSpeed Insights and Lighthouse, BrightLocal or Whitespark, Semrush/Ahrefs, Microsoft Clarity or Hotjar, Google Tag Manager.
Timeline With Dates, Monthly Numbers, and Natural Notes
January 22 to January 31, 2025
We completed a full audit, cleaned tracking, built the keyword to page map, and prioritized technical fixes and service page rebuilds. The first focus was to remove indexing friction and decide clear page targets for Boston service intent.
Month end metrics:
- Organic sessions: ~6,800
- Organic users: ~5,100
- Non branded clicks: ~1,640
- Inquiries: ~140
February 2025
We shipped technical cleanup, rebuilt the first set of priority service pages, and improved titles and meta descriptions on high impression pages. Internal linking routes into service pages were also started.
Month end metrics:
- Organic sessions: ~8,200
- Organic users: ~6,100
- Non branded clicks: ~2,020
- Inquiries: ~172
March 2025
We launched the first topic clusters and added FAQs based on real queries. GBP services were aligned with on site naming, and citation cleanup started on the highest impact directories.
Month end metrics:
- Organic sessions: ~9,600
- Organic users: ~7,100
- Non branded clicks: ~2,480
- Inquiries: ~210
April 2025
We expanded service coverage with additional pages, strengthened internal linking, and improved mobile conversion flow on the highest traffic templates. Content refresh started for older posts that had slipped.
Month end metrics:
- Organic sessions: ~11,400
- Organic users: ~8,300
- Non branded clicks: ~3,060
- Inquiries: ~248
May 2025
We scaled cluster content production, improved snippet quality on pages with high impressions, and continued technical cleanup to reduce index bloat. Rankings began stabilizing across more services.
Month end metrics:
- Organic sessions: ~13,200
- Organic users: ~9,700
- Non branded clicks: ~3,740
- Inquiries: ~292
June 2025
We doubled down on the best performing clusters, expanded condition support pages, and improved internal link distribution into the top converting services. GBP posts and photos stayed consistent.
Month end metrics:
- Organic sessions: ~14,900
- Organic users: ~10,900
- Non branded clicks: ~4,280
- Inquiries: ~330
July 2025
We refined pages using live query movement, improved CTAs and trust cues, and continued content refresh cycles so existing winners did not decay.
Month end metrics:
- Organic sessions: ~16,300
- Organic users: ~12,000
- Non branded clicks: ~4,760
- Inquiries: ~362
August 2025
We expanded service line coverage, improved structured content sections on key pages, and strengthened citations and local trust signals for stability.
Month end metrics:
- Organic sessions: ~17,200
- Organic users: ~12,700
- Non branded clicks: ~5,120
- Inquiries: ~389
September 2025
We focused on pages sitting between positions 4 to 12, improved internal linking into them, and updated snippets to win more clicks.
Month end metrics:
- Organic sessions: ~18,100
- Organic users: ~13,400
- Non branded clicks: ~5,480
- Inquiries: ~406
October 22 to November 22, 2025
We stabilized the system by refreshing underperformers, maintaining content cadence, and tightening conversion flow across the highest traffic templates. Growth held and became more predictable.
Month end metrics:
- Organic sessions: ~18,900
- Organic users: ~14,700
- Non branded clicks: ~5,820
- Inquiries: ~420
Before and After Proof Summary
Long term growth came from building more ranking entry points and improving the quality of pages already ranking. Technical cleanup improved crawl and performance, clusters expanded discovery traffic, internal linking distributed authority, and conversion improvements turned visitors into inquiries.
- Organic sessions: 6,800 to 18,900 per month
- Non branded clicks: 1,640 to 5,820 per month
- Impressions: 92,000 to 268,000 per month
- Inquiries: 140 to 420 per month
What Made It Work
The biggest driver was consistency. Each month added new content and also improved existing winners. That prevented decay and created compounding growth. Clear page targeting reduced cannibalization, internal links helped new pages rank faster, and better CTAs ensured growth translated into inquiries.