Case Study: Improved Organic Reach by 200% in 7 Months for a Women’s Health Center in Phoenix
In 2025, a women’s health center in Phoenix worked with Goforaeo to grow non branded organic reach and bring in more appointment inquiries from search. The center name is anonymized due to an NDA, and the numbers below are from Google Search Console, GA4, Google Business Profile insights, call tracking, and rank tracking for the dates listed.
Snapshot of Results
Timeframe: March 12, 2025 to October 12, 2025
Location: Phoenix, Arizona
Before vs after results:
- Organic reach (GSC impressions): 38,000 to 114,000 per month (200%+ growth)
- Non branded clicks: 1,020 to 3,180 per month
- Organic sessions: 1,480 to 4,560 per month
- Organic users: 1,120 to 3,520 per month
- Page 1 keywords (tracked): 6 to 29
- Organic inquiries (calls + forms): 26 to 88 per month
- GBP actions: 240 to 820 per month
Context and Starting Point
Phoenix is competitive for women’s health because large hospital groups and directories take many top spots. The center had good care and strong reviews, but the website did not cover enough topics and services the way people search. A few pages were getting impressions, but many high intent searches had no clear page to land on.
We focused on simple improvements that stack over time: better service pages, helpful content, cleaner internal linking, and stronger local signals. As reach grew, we also improved CTAs so more visitors booked.
Tracking and Measurement Setup
Before we started, we cleaned tracking so reach, clicks, and inquiries could be trusted. We also grouped reporting by service so we could see what was driving growth.
What we set up
- GA4 events for call clicks, appointment clicks, and form submits
- Search Console segments for women’s health pages and queries
- Rank tracking for Phoenix women’s health keywords
- GBP insights tracking for impressions and actions
- Call tracking where possible for source level calls
- Looker Studio dashboard with monthly notes and change dates
What Was Holding Organic Reach Back
The center had credibility, but Google did not have enough clear page targets and supporting content to show it for more non branded searches.
Main issues we found
- Services were bundled into one broad women’s health page
- Missing pages for high demand topics like PCOS, menopause, irregular periods, annual exams, birth control consults
- Thin pages without FAQs and “what to expect” sections
- Internal linking did not push authority to priority pages
- Titles and meta descriptions were generic, so CTR was lower
- Local signals were inconsistent between the site and GBP services
- Some pages were slow on mobile, increasing early exits
Strategy Overview
We used a 7 month plan built around four simple levers. Each one supported the next, so growth stayed steady.
What we focused on
- Build clear service pages for high intent searches
- Add supporting content to capture more questions and symptoms
- Improve internal linking so pages help each other rank
- Align local signals so Phoenix relevance is stronger
- Improve CTAs so more visitors become inquiries
Step 1: Rebuild Women’s Health Service Pages
We rebuilt key pages so each one targeted one main service. Each page was written in simple language and designed to help people decide and book.
Pages built or expanded
- Annual well woman exam
- OB GYN visit and new patient appointment page
- Birth control consultation
- Irregular periods and hormone concerns
- PCOS evaluation support
- Menopause support and symptom care
- STD testing and women’s screenings (if offered)
What we added to each page
- Clear first section that confirms the service and Phoenix location
- “Who it’s for” and “when to book” sections
- What happens during the visit and next steps
- Insurance and new patient guidance
- FAQs from Search Console queries
- Strong CTAs for call and appointment request
Step 2: Create Supporting Content That Expands Reach
Reach grows when you rank for more questions and symptom searches. We added supporting pages that answered common concerns and linked to the right service page.
Examples of content topics
- Signs you should book a women’s health visit
- What to expect in a well woman exam
- PCOS symptoms and when to get checked
- Menopause symptoms and visit prep
- How to choose birth control options with a provider
Each post had simple next step links like “book a visit” and “talk to a provider” that led to service pages.
Step 3: Internal Linking and Site Structure
We connected everything so Google and users could follow a clear path. This also helped prevent keyword overlap and helped service pages rank faster.
Linking work we did
- Built a women’s health services hub page
- Added internal links from blogs to service pages
- Added related services sections on key pages
- Fixed orphan pages and cleaned broken links
- Improved menus so service pages were easier to find
Step 4: Local SEO Alignment for Phoenix
We aligned GBP and the website so Google could connect the clinic to Phoenix searches more confidently. This also helped Maps actions rise.
Local work completed
- Expanded GBP services with short descriptions
- Updated categories and attributes based on demand
- Added booking links with UTM tracking
- Cleaned citations for consistent name, address, phone, and hours
- Added LocalBusiness and FAQ schema where eligible
- Continued GBP posts and photo updates for steady engagement
Step 5: Simple Conversion Improvements
More reach is good, but we also made sure people could book easily, especially on mobile.
Conversion updates
- Strong CTA above the fold on key pages
- Sticky call button on mobile
- Shorter appointment request form
- Clear “what happens next” message after form submit
- Added trust cues near CTAs like reviews and credentials
Tools Used
Google Search Console, GA4, Google Business Profile insights, call tracking, Looker Studio, BrightLocal or Whitespark, Screaming Frog, PageSpeed Insights, Lighthouse, Semrush/Ahrefs, Microsoft Clarity or Hotjar.
Timeline With Dates, Monthly Numbers, and Short Notes
March 12 to March 31, 2025
We did a full audit, cleaned tracking, and mapped keywords to the right pages. The first service pages were rebuilt and quick CTA fixes were added so early traffic converted better.
Month end metrics:
- GSC impressions: ~38,000
- Non branded clicks: ~1,020
- Organic sessions: ~1,480
- Organic inquiries: ~26
April 2025
We expanded core service pages and improved titles and meta descriptions so more impressions turned into clicks. We also started linking older content to the main service pages.
Month end metrics:
- Impressions: ~52,000
- Clicks: ~1,340
- Sessions: ~2,020
- Inquiries: ~34
May 2025
We published supporting content for PCOS, menopause, and exam intent and added FAQs using real Search Console queries. GBP services were also expanded to match the website.
Month end metrics:
- Impressions: ~68,000
- Clicks: ~1,780
- Sessions: ~2,620
- Inquiries: ~46
June 2025
We strengthened internal linking, improved page speed on top templates, and cleaned citations so local trust signals were more consistent across Phoenix directories.
Month end metrics:
- Impressions: ~82,000
- Clicks: ~2,240
- Sessions: ~3,180
- Inquiries: ~58
July 2025
We scaled content and improved conversion flow on the pages getting the most clicks. We also refined pages that were sitting on positions 6 to 12 to push them into page 1.
Month end metrics:
- Impressions: ~94,000
- Clicks: ~2,620
- Sessions: ~3,740
- Inquiries: ~70
August 2025
We updated underperforming pages, improved snippets for high impression terms, and kept GBP activity consistent with posts, photos, and review responses.
Month end metrics:
- Impressions: ~106,000
- Clicks: ~2,940
- Sessions: ~4,120
- Inquiries: ~80
September 12 to October 12, 2025
We focused on stability, doubled down on the services that were ranking best, and improved CTAs so more visitors booked. Reach reached a new baseline while inquiries stayed strong.
Month end metrics:
- Impressions: ~114,000
- Clicks: ~3,180
- Sessions: ~4,560
- Inquiries: ~88
Before and After Proof Summary
Reach grew because the site covered more women’s health topics with clear pages, supporting content expanded keyword coverage, and internal linking helped pages rank faster. Local alignment and better CTAs helped turn that visibility into real inquiries.
- Organic reach: 38,000 to 114,000 impressions per month
- Non branded clicks: 1,020 to 3,180 per month
- Organic sessions: 1,480 to 4,560 per month
- Organic inquiries: 26 to 88 per month
What Made It Work
The main win was clarity. Once each service had its own strong page and the site answered common questions in simple language, Google had more reasons to show the center for non branded searches. Consistent local signals helped rankings stick, and conversion improvements made the extra reach valuable.