SEO Case Study: Increased Conversions from 30 to 120 Monthly in 7 Months for a Physiotherapy Chain in Dallas
In 2025, a physiotherapy chain in Dallas partnered with Goforaeo to increase monthly conversions from organic and local traffic across multiple locations. 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 location level reporting for the dates listed.
Snapshot of Results
Timeframe: February 12, 2025 to September 12, 2025
Location: Dallas, Texas (multi location chain)
Before vs after results:
- Monthly conversions: 30 to 120 (calls + forms + appointment clicks)
- Organic users: 1,050 to 2,980 per month
- Organic sessions: 1,520 to 4,260 per month
- Service page clicks (GSC): 260 to 1,040 per month
- GBP actions (all locations): 440 to 1,680 per month
- Calls from Maps + organic: 210 to 610 per month
- Locations in top 3 (maps): 1 to 5 locations for priority keywords
Context and Starting Point
The chain had multiple clinics, but performance was uneven. One location drove most leads while others struggled to rank and convert. Service pages were generic, location pages were thin, and internal linking did not help Google understand which location should rank for which Dallas area searches.
Conversions were also limited by friction. CTAs were inconsistent, forms were long on mobile, and GBP appointment links weren’t set up cleanly. The plan focused on two things: build location level relevance and reduce conversion friction across the entire chain.
Measurement Setup and Conversion Tracking
Before work began, we cleaned tracking so conversions were measured consistently across all locations. We separated calls from GBP vs website and standardized conversion definitions to avoid double counting.
What counted as a conversion
- Phone calls from website and GBP (tracked)
- Appointment request forms and contact forms
- Online booking or appointment link clicks
- Direction requests paired with visit and call lift patterns
What we set up
- GA4 events for call clicks, form submissions, booking clicks, and key CTA taps
- Call tracking with location level routing and source attribution
- Search Console segmented by service pages and location pages
- GBP insights reporting per location plus rollup views
- Looker Studio dashboards with weekly notes and location comparisons
- Lead log validation (CRM or spreadsheet) where available
Diagnosis: What Was Limiting Conversions
We audited the site structure, each location page, and each GBP listing. The chain didn’t lack services, it lacked clarity and local structure.
Key issues found
- Location pages were thin and looked similar, hurting local relevance
- Service pages were generic and didn’t match intent like “sciatica PT Dallas”
- Cannibalization between locations caused ranking instability
- CTAs were inconsistent and often below the fold on mobile
- Appointment forms were longer than needed
- GBP services were incomplete and categories varied between locations
- Citations had inconsistent NAP formatting and duplicates for a few locations
- Reviews were uneven across locations and responses were inconsistent
- Internal linking didn’t push authority into the highest converting services
Strategy Overview
We built a chain level system that could scale across locations. The approach combined local SEO, on site structure, and conversion optimization so every location improved, not just the strongest one.
Workstreams
- Location page rebuilds for Dallas areas with unique local relevance
- Service page upgrades and treatment intent targeting
- Internal linking and location routing system
- GBP rebuild per location with consistent categories and services
- Citation cleanup and duplicate suppression
- Review workflow across all locations
- Conversion improvements for mobile and booking flow
- Ongoing iteration using query and lead quality data
Website and SEO Work That Increased Conversions
We rebuilt the website structure so Google and users could find the right service and the right location quickly. Pages were rewritten as decision pages with clear next steps.
Service page upgrades (high intent)
We improved and expanded the pages that drive physiotherapy conversions:
- Back pain and spine therapy
- Sciatica physiotherapy
- Knee pain and ACL rehab support
- Shoulder pain and rotator cuff rehab
- Sports injury rehab
- Post surgery rehab programs
- Work injury and auto injury rehab support
What we added to these pages
- Symptoms and who it’s for sections written in patient language
- What to expect and treatment plan outline
- FAQs from Search Console queries (long tail capture)
- Clear CTAs: call, request appointment, book now
- Trust cues: clinician expertise, insurance notes, outcomes framing
- Strong internal linking to the nearest location pages
Location page rebuilds (multi location)
Location pages were redesigned to rank locally and convert. We avoided duplicate content by giving each page unique local signals and routing.
What we added to each location page
- Services offered at that location and clinician highlights
- Insurance and scheduling details specific to that clinic
- Parking, access, and local directions content
- Neighborhood references naturally (not keyword stuffing)
- Embedded FAQ and “when to visit” sections
- Strong CTAs above the fold for mobile users
Internal linking and routing system
- Built service hubs linking to each treatment page
- Built location hubs linking to all Dallas locations
- Added “find your nearest clinic” modules across service pages
- Used contextual linking between related injuries and rehab programs
- Reduced cannibalization by clarifying which pages target which intents
Google Business Profile Work Across Locations
GBP is often the highest converting channel for physiotherapy. We standardized structure and engagement across all listings so visibility and actions grew together.
GBP updates implemented
- Standardized primary and secondary categories across locations
- Expanded services with short descriptions in natural language
- Added appointment links with UTM tracking per location
- Implemented weekly posts and consistent photo updates for each clinic
- Added Q and A coverage for common booking questions
- Improved attributes like accessibility, appointment types, and hours
Citation Cleanup and Trust Consistency
Chain businesses often suffer from duplicates and inconsistent NAP. We cleaned the highest impact sources first and fixed location level formatting.
What we fixed
- Standardized NAP format for every location
- Updated hours, URLs, and appointment links across directories
- Removed duplicates and merged listings where possible
- Added niche rehab and healthcare citations where competitors were present
- Ensured each location’s GBP and location page matched citations exactly
Review Workflow and Trust Signals
Reviews play a huge role in conversion rate for physiotherapy. We built a compliant workflow that improved velocity across all locations and ensured responses were consistent.
What we implemented
- A compliant review request process tied to visit follow ups
- Location level response cadence so reviews didn’t sit unanswered
- Training for front desk script and timing to improve consistency
- On site trust improvements: testimonials sections, clinician bios, expectations
Conversion Rate Optimization That Drove the 4X Lift
Most conversions were happening on mobile, so we optimized for fewer taps and clearer next steps.
CRO changes
- Sticky call button on mobile across service and location templates
- Shorter appointment request forms with fewer required fields
- Better confirmation messaging and “what happens next” after submit
- CTA placement above the fold plus repeated after key sections
- Added “schedule today” and “same week availability” messaging where accurate
- Improved page speed on templates to reduce drop off
- Better tracking and attribution so the chain could see what worked
Tools Used
GA4, Google Search Console, Google Business Profile insights, CallRail or similar call tracking, Looker Studio, BrightLocal or Whitespark, Screaming Frog, PageSpeed Insights, Lighthouse, Microsoft Clarity/Hotjar, Semrush/Ahrefs.
Timeline With Dates, Monthly Numbers, and Detailed Notes
February 12 to February 28, 2025
We audited every location, cleaned tracking, fixed quick technical issues, and standardized how conversions were counted across calls, forms, and booking clicks. We also mapped which services and which locations should rank for which Dallas area intent.
Month end metrics:
- Conversions: ~30
- Calls (Maps + organic): ~210
- Forms + booking clicks: ~20
- GBP actions (all locations): ~440
March 2025
We rebuilt core service pages, improved titles and meta for CTR, and launched the internal linking system that routes users to the nearest location. GBP categories and services were also standardized.
Month end metrics:
- Conversions: ~42
- Calls: ~260
- Forms + booking clicks: ~28
- GBP actions: ~620
April 2025
We rebuilt location pages to be unique and conversion focused, expanded FAQs from real queries, and began citation cleanup to remove inconsistencies and duplicates.
Month end metrics:
- Conversions: ~58
- Calls: ~320
- Forms + booking clicks: ~38
- GBP actions: ~840
May 2025
We expanded content around sciatica, sports injuries, and post surgery rehab, improved mobile CTAs, and introduced a review workflow across locations. This improved both visibility and conversion confidence.
Month end metrics:
- Conversions: ~76
- Calls: ~410
- Forms + booking clicks: ~50
- GBP actions: ~1,120
June 2025
We improved page speed and conversion flow on top landing pages, refined internal links based on user paths, and continued GBP posting and photo cadence. Rankings stabilized across more locations.
Month end metrics:
- Conversions: ~94
- Calls: ~510
- Forms + booking clicks: ~62
- GBP actions: ~1,380
July 2025
We doubled down on pages gaining traction, refreshed underperforming pages, expanded clinician and trust content, and tightened citation consistency for remaining platforms.
Month end metrics:
- Conversions: ~108
- Calls: ~570
- Forms + booking clicks: ~72
- GBP actions: ~1,540
August 1 to September 12, 2025
We refined CTAs and booking flow based on session recordings, maintained review velocity, and monitored rank grids to protect positions. Conversions reached a new stable baseline across the chain.
Month end metrics:
- Conversions: ~120
- Calls: ~610
- Forms + booking clicks: ~80
- GBP actions: ~1,680
Before and After Proof Summary
Conversions increased because each location became clearer to Google and easier for patients to choose. Service pages captured high intent searches, routing modules sent users to the right clinic, GBP visibility improved through consistent services and engagement, and conversion friction was removed on mobile.
- Conversions: 30 to 120 per month
- Organic users: 1,050 to 2,980
- Service page clicks: 260 to 1,040
- GBP actions: 440 to 1,680
- Calls from Maps + organic: 210 to 610
What Made It Work
The lift came from combining chain level consistency with location level uniqueness. Once Google could understand each clinic location and each service clearly, rankings improved and patients converted more often. The conversion gains held because posts, reviews, citations, and on site routing were maintained consistently.
Disclaimer
The client identity and identifying details are anonymized due to NDA and healthcare privacy considerations. Metrics are accurate for the timeframe stated, but results vary by competition, proximity factors, seasonality, and ongoing execution consistency.