SEO Case Study: Improved Website Speed & Rankings in 4 Months for a Medical Lab in Denver
In 2025, a medical lab in Denver partnered with Goforaeo to improve website speed, stabilize Core Web Vitals, and lift organic rankings for lab services and test related searches. The lab name is anonymized due to an NDA, and the metrics below come from GA4, Google Search Console, PageSpeed Insights, Lighthouse, and local rank tracking for the dates listed.
Snapshot of Results
Timeframe: May 20, 2025 to September 20, 2025
Location: Denver, Colorado
Before vs after results:
- Mobile PageSpeed score (avg): 38 to 86
- LCP (mobile): 4.6s to 2.1s
- CLS (mobile): 0.21 to 0.05
- INP (field proxy): 310ms to 160ms
- Organic clicks (GSC): 620 to 1,280 per month
- Organic sessions (GA4): 1,040 to 1,920 per month
- Top 10 keyword count (tracked): 8 to 29
- GBP actions: 140 to 360 per month
Context and Starting Point
Medical lab searches are high intent and mobile heavy. People often need fast answers for tests, hours, and locations. The lab had decent visibility, but pages were slow, especially on mobile. Users bounced early and Google wasn’t rewarding the site with stronger positions because the experience was inconsistent.
The goal was not only to increase scores. It was to make pages load fast, feel stable, and guide users to book tests, call, or find directions. We improved speed first, then used that momentum to improve rankings through better page structure and intent alignment.
Measurement Setup
We validated baseline metrics using both lab tools and real site data. We tracked speed improvements at template level, not only one page, and monitored rankings and clicks in parallel.
What we set up
- GA4 tracking for engagement, calls, and appointment or booking clicks
- Search Console segmentation for lab service pages and queries
- PageSpeed Insights and Lighthouse reporting for key templates
- Core Web Vitals monitoring and change logs per deployment
- Rank tracking for Denver lab service keywords
- Looker Studio dashboard combining speed and SEO metrics
Diagnosis: Why Speed and Rankings Were Stuck
We audited performance using Lighthouse, PageSpeed Insights, and a crawl. The site had a few common issues that heavily impact lab websites: heavy scripts, unoptimized images, and slow templates. These issues also made content harder to consume, which lowered engagement and CTR.
Main issues found
- Large images and no next gen formats on key templates
- Too many third party scripts loading early
- Render blocking CSS and delayed font loading
- Layout shifts caused by late loading elements
- Slow server response on some pages during peak hours
- Weak internal linking to high intent test pages
- Generic titles and thin service pages for certain tests
- Duplicate or near duplicate location pages affecting crawl efficiency
Strategy Overview
We ran a four month sprint with two tracks running together: performance engineering and SEO structure improvements. The goal was faster pages plus clearer relevance so rankings moved and held.
Workstreams
- Performance optimization across templates (not one page)
- Core Web Vitals stabilization and deployment monitoring
- Service page upgrades for test intent and conversion clarity
- Internal linking improvements into high value pages
- Snippet improvements for CTR and better fit clicks
- Local alignment between website and GBP
Website Speed Improvements
We fixed the biggest performance bottlenecks first and validated each change after deployment. Changes were prioritized based on impact on mobile.
What we implemented
- Image compression and conversion to WebP or AVIF where supported
- Lazy loading below the fold images
- Removed unused scripts and deferred non critical scripts
- Reduced tag manager bloat and cleaned unnecessary tags
- Minified and combined critical CSS where possible
- Added preconnect and preload for key fonts and resources
- Improved caching headers and CDN delivery setup where applicable
- Reduced DOM size on service templates and removed heavy widgets
- Fixed CLS by reserving space for banners, maps, and sliders
Why this improved rankings too
Faster pages reduce bounce, increase engagement, and improve crawl efficiency. When Google sees better experience signals and users stay longer, rankings often become easier to win and hold, especially in competitive local markets.
SEO Improvements That Worked With Speed Gains
Once speed improved, we strengthened pages so Google could rank them for more test related searches. For medical labs, service intent is very specific, so pages need clear test names, preparation instructions, and next steps.
Page upgrades
- Rebuilt key test pages with clear sections: who it’s for, prep, turnaround time, and when to call
- Added FAQs based on Search Console queries
- Improved titles and meta descriptions for “test near me” intent
- Added clear CTAs: call, book, directions, and hours
- Added trust cues: accreditation notes, insurance guidance, and process clarity
- Strengthened internal linking from hubs into high intent tests
Internal linking and structure
- Created a lab services hub linking to every major test category
- Added contextual links between related tests and preparation pages
- Reduced duplication between location pages and consolidated overlaps
- Improved navigation so priority services were easier to reach
Local SEO Alignment
Local behavior matters because many lab searches end in a call or visit. We ensured the website and listing supported each other.
Local updates
- Expanded GBP services to match website lab services
- Improved appointment and call links with UTM tracking
- Updated hours and attributes for accuracy
- Maintained consistent NAP across key directories
Tools Used
GA4, Google Search Console, PageSpeed Insights, Lighthouse, Chrome DevTools, Screaming Frog, Looker Studio, rank tracking via Semrush/Ahrefs/BrightLocal, Google Business Profile insights, call tracking, tag manager audits.
Timeline With Dates, Monthly Numbers, and Natural Notes
May 20 to May 31, 2025
We benchmarked speed and Core Web Vitals, crawled the site to find heavy templates, and shipped quick wins like image compression and removing the worst scripts. We also mapped priority test pages and identified where internal linking was weak.
Month end metrics
- Mobile PageSpeed score: ~38
- LCP: ~4.6s
- Organic clicks: ~620
- Top 10 keywords: ~8
June 2025
We implemented deeper performance fixes such as script deferral, caching improvements, and CLS stabilization on the main templates. In parallel, we rewrote key test pages so they matched intent and had clearer next steps for users.
Month end metrics
- Mobile PageSpeed score: ~58
- LCP: ~3.3s
- Organic clicks: ~820
- Top 10 keywords: ~14
July 2025
We expanded optimizations across additional templates, reduced tag bloat, and improved font loading so mobile experience became consistent. We also launched the service hub and strengthened internal links into high intent test pages.
Month end metrics
- Mobile PageSpeed score: ~74
- LCP: ~2.6s
- Organic clicks: ~1,040
- Top 10 keywords: ~22
August 20 to September 20, 2025
We finished the remaining template fixes, validated Core Web Vitals stability, and refined pages based on live query movement. Snippets were improved for CTR, and local alignment work helped the lab capture more “near me” intent.
Month end metrics
- Mobile PageSpeed score: ~86
- LCP: ~2.1s
- Organic clicks: ~1,280
- Top 10 keywords: ~29
Before and After Proof Summary
Rankings improved because the site became faster and more stable on mobile, and test pages were rebuilt to match intent and guide users to action. Internal linking made priority services easier for Google to crawl and understand, and snippet improvements increased qualified clicks.
- Mobile PageSpeed score: 38 to 86
- LCP: 4.6s to 2.1s
- Organic clicks: 620 to 1,280 per month
- Top 10 keywords: 8 to 29
What Made It Work
The biggest driver was treating speed as a system, not a one time fix. Once templates were consistently fast, ranking improvements became easier, and SEO content changes started compounding instead of fighting a slow experience.
Disclaimer
The lab identity and identifying details are anonymized due to NDA and healthcare privacy considerations. Metrics are accurate for the timeframe stated. Performance scores can vary by device, location, and testing method, and rankings vary based on competition and seasonality.