Case Study: Increased Dermatology Traffic by 210% in 8 Months in Miami
In 2025, a dermatology clinic in Miami partnered with Goforaeo to grow non branded organic traffic and increase appointment inquiries from search. The clinic name is anonymized due to an NDA, and the metrics below come from GA4, Google Search Console, Google Business Profile insights, local rank tracking, and call tracking for the dates listed.
Snapshot of Results
Timeframe: February 4, 2025 to October 4, 2025
Location: Miami, Florida
Before vs after results:
- Organic traffic growth: +210% (GA4 organic sessions)
- Monthly organic sessions: 1,150 to 3,565
- Monthly organic users: 860 to 2,740
- Dermatology service page clicks (GSC): 220 to 940 per month
- Dermatology impressions (GSC): 8,900 to 31,400 per month
- Calls + inquiries from organic: 26 to 94 per month
- GBP actions: 310 to 1,020 per month
- Top 3 placements (tracked): 2 to 12 terms
Context and Starting Point
Miami dermatology search is competitive. Cosmetic brands, large clinics, and directories compete for both medical dermatology and aesthetic intent. The clinic had strong patient experience, but organic reach was limited because service pages were thin, several high intent queries had no dedicated landing page, and internal linking did not push authority into the treatments that convert.
We built an 8 month plan focused on creating clear service targets, improving local trust signals, and tightening conversion flow so traffic growth turned into appointment requests.
Measurement Setup
We cleaned tracking first so results were reliable and not inflated. We tracked traffic and rankings by service line and separated calls from the website vs calls from GBP.
What we set up
- GA4 events for call clicks, appointment clicks, and form submissions
- Call tracking for organic calls vs GBP calls where possible
- Search Console segments for dermatology service pages and queries
- Local rank tracking for Miami dermatology keywords
- GBP insights reporting for impressions, discovery, and actions
- Looker Studio dashboard with weekly notes
Diagnosis: What Was Limiting Traffic
The clinic wasn’t missing credibility, it was missing SEO structure and breadth. Miami requires strong page targeting across services and conditions, not one general dermatology page.
Key issues found
- Too many services bundled into a few broad pages
- Missing pages for high intent treatments and condition variants
- Thin content with limited FAQs and decision sections
- Titles and meta descriptions were generic, lowering CTR
- Internal linking didn’t funnel authority to high intent pages
- Local signals on pages were inconsistent
- GBP services and categories were not fully expanded
- Mobile UX friction reduced conversions even when pages ranked
Strategy Overview
We used a system that scaled across medical and cosmetic dermatology while avoiding cannibalization. The work was split into foundation, service expansion, topical clusters, and local alignment.
Workstreams
- Technical SEO cleanup and crawl improvements
- Service and treatment page builds for Miami intent
- Supporting content clusters for long tail discovery
- Internal linking system to distribute authority
- Local SEO alignment: GBP, citations, on site signals
- CTR improvements via snippet rewrites and FAQ formatting
- CRO improvements to increase appointment actions
Technical SEO and Crawl Foundation
We fixed issues that slow indexing and reduce quality signals. This also improved user experience which supported engagement.
Technical work completed
- Fixed duplicate URLs, canonicals, and index bloat
- Cleaned broken links, redirect chains, and orphan pages
- Improved mobile speed through image compression and script cleanup
- Improved crawl depth to priority services
- Added schema where eligible: LocalBusiness, Physician, FAQ, MedicalWebPage
- Improved XML sitemap coverage for priority pages
Service and Treatment Pages That Drove Growth
Dermatology traffic grows when every high intent service has a page that matches how people search. We built pages that covered both “treatment” and “near me” intent without stuffing.
Pages built or expanded
- General dermatology and skin check visits
- Acne treatment and acne scar support
- Eczema and psoriasis evaluation pages
- Mole check and skin cancer screening page
- Rosacea and hyperpigmentation support
- Botox and fillers pages (if offered)
- Laser and skin rejuvenation pages (if offered)
- Hair loss and scalp treatment support (if offered)
What we added to each page
- Clear above the fold service confirmation and booking steps
- Who it’s for, symptoms, and when to schedule
- Treatment options explained carefully and realistically
- Before vs after expectations section written responsibly
- FAQs built from Search Console queries
- CTAs for call now and request appointment
- Trust cues near CTAs: credentials, reviews, insurance notes
Supporting Content Clusters for Long Tail Discovery
Dermatology searches include tons of question based queries. We built supporting content that captured early intent and routed it into service pages. This expanded ranking entry points and built topical authority.
Cluster approach
- One primary service page per treatment area
- 4 to 8 supporting pages per cluster
- FAQ blocks targeting common symptom questions
- Internal linking that pushes authority into booking pages
Examples of supporting topics
- What causes adult acne and when to see a dermatologist
- How to prep for a skin check appointment
- Eczema flare triggers and treatment options
- Melasma vs hyperpigmentation guides
- What to expect after cosmetic treatments (safe, non exaggerated)
Internal Linking and Site Structure
Internal linking helped rankings move faster and reduced overlap. We built a clear service hub structure and ensured every new page was connected.
Linking actions
- Dermatology service hub linking to all key services
- Contextual links from blogs to relevant treatments
- Related services blocks to guide users to the right page
- Doctor and location pages linked to services for credibility
- Consolidated overlapping pages to prevent cannibalization
Local SEO and GBP Improvements
Miami local discovery was part of the traffic lift. We aligned GBP, citations, and website services so Google saw one consistent entity with deep service coverage.
Local work completed
- Updated GBP categories and expanded services with descriptions
- Added appointment links with UTM tracking
- Weekly posts and consistent photo cadence
- Citation cleanup for consistent NAP, hours, and URLs
- On page local relevance improvements without spam
- Improved review workflow and response cadence
Conversion Improvements That Turned Traffic Into Inquiries
Traffic growth is only valuable if it turns into appointments. We improved mobile conversion flow and reduced friction.
CRO updates
- Sticky call button on mobile templates
- Appointment CTAs above the fold and after key sections
- Shorter forms with clearer “what happens next”
- Added insurance and new patient steps near CTAs
- Improved contact blocks with directions and parking notes
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking, Looker Studio, Screaming Frog, PageSpeed Insights, Lighthouse, BrightLocal or Whitespark, Semrush/Ahrefs, Microsoft Clarity or Hotjar, Google Tag Manager.
Timeline With Dates, Monthly Numbers, and Natural Notes
February 4 to February 28, 2025
We completed the audit, cleaned tracking, mapped Miami dermatology keywords to services, and prioritized the first set of treatment pages to rebuild. GBP gaps and citation issues were identified for cleanup.
Month end metrics:
- Organic sessions: ~1,150
- Organic users: ~860
- GSC clicks (derm pages): ~220
- GSC impressions (derm pages): ~8,900
- Inquiries from organic: ~26
March 2025
We launched the first wave of treatment pages, improved titles and meta descriptions for CTR, and started internal linking so authority flowed into booking pages.
Month end metrics:
- Organic sessions: ~1,420
- Organic users: ~1,050
- Clicks: ~310
- Impressions: ~12,400
- Inquiries: ~34
April 2025
We expanded medical dermatology clusters, added FAQs from real queries, improved speed on key templates, and began citation cleanup to strengthen local trust.
Month end metrics:
- Organic sessions: ~1,840
- Organic users: ~1,360
- Clicks: ~430
- Impressions: ~16,900
- Inquiries: ~46
May 2025
We built more supporting content for long tail traffic, improved internal linking into top treatments, and expanded GBP services and posts for discovery visibility.
Month end metrics:
- Organic sessions: ~2,250
- Organic users: ~1,690
- Clicks: ~560
- Impressions: ~21,700
- Inquiries: ~58
June 2025
We refined pages based on query movement, strengthened topical depth for services sitting between positions 4 to 12, and improved conversion flow for mobile visitors.
Month end metrics:
- Organic sessions: ~2,740
- Organic users: ~2,050
- Clicks: ~690
- Impressions: ~25,900
- Inquiries: ~71
July 2025
We scaled the winning clusters, refreshed underperformers, improved trust cues near CTAs, and continued steady local engagement to stabilize rankings.
Month end metrics:
- Organic sessions: ~3,120
- Organic users: ~2,360
- Clicks: ~810
- Impressions: ~29,200
- Inquiries: ~83
August 2025
We doubled down on pages close to top 3, refined snippets on high impression queries, and maintained GBP activity so discovery actions kept rising with traffic.
Month end metrics:
- Organic sessions: ~3,380
- Organic users: ~2,590
- Clicks: ~890
- Impressions: ~30,800
- Inquiries: ~90
September 4 to October 4, 2025
We focused on stability, improved internal link distribution, refreshed key treatment pages, and tightened CTAs so inquiry rate stayed strong as traffic climbed.
Month end metrics:
- Organic sessions: ~3,565
- Organic users: ~2,740
- Clicks: ~940
- Impressions: ~31,400
- Inquiries: ~94
Before and After Proof Summary
Traffic increased by 210% because the clinic gained more ranking entry points through dedicated treatment pages and supporting content clusters. Internal linking distributed authority into pages that convert, local alignment improved Miami relevance, and conversion improvements ensured growth translated into appointments.
- Organic sessions: 1,150 to 3,565
- Derm page clicks: 220 to 940
- Derm page impressions: 8,900 to 31,400
- Organic inquiries: 26 to 94
What Made It Work
The biggest driver was building real service coverage. Once each dermatology service had its own strong page and those pages were supported with clusters and internal linking, rankings expanded quickly. Local consistency and steady GBP engagement stabilized visibility, and CRO fixes helped convert the new traffic.