Case Study: Increased Organic Users from 520 to 1,800 in 10 Months in Houston
In 2025, a clinic in Houston partnered with Goforaeo to grow non branded organic users and increase qualified 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, call tracking, and rank tracking for the dates listed.
Snapshot of Results
Timeframe: January 22, 2025 to November 22, 2025
Location: Houston, Texas
Before vs after results:
- Monthly organic users: 520 to 1,800
- Monthly organic sessions: 760 to 2,540
- Non branded clicks (GSC): 240 to 910 per month
- Service page clicks (GSC): 160 to 680 per month
- GBP actions: 210 to 820 per month (calls, directions, website clicks)
- Calls + inquiries from organic + Maps: 26 to 96 per month
- Page 1 keywords (tracked): 7 to 31
- Top 3 keywords (tracked): 1 to 10
Context and Starting Point
Houston is a competitive healthcare market with large systems and multi location groups. The clinic had good care and steady branded demand, but organic growth was capped because the site relied on a few broad pages and didn’t have enough clear service coverage. Search Console showed impressions across many topics, but clicks were low because pages didn’t match intent cleanly and snippets were generic.
Local visibility was also inconsistent. GBP had activity, but services were not fully expanded and citations had small inconsistencies. We built a system that expanded service pages, strengthened internal linking, improved local alignment, and made conversions easier on mobile.
Measurement Setup
We cleaned tracking early so growth was measurable and reliable. We also grouped reporting by service pages so we could see which services were driving users and inquiries.
What we set up
- GA4 events for call clicks, forms, and appointment link clicks
- Search Console segments for non branded queries and priority pages
- Rank tracking for Houston service keywords and variations
- GBP insights tracking for actions and discovery searches
- Call tracking to separate listing calls from website calls where possible
- Looker Studio dashboard with weekly notes and change dates
Diagnosis: What Was Limiting Organic Users
The clinic was credible, but the SEO structure was not strong enough for Houston competition. Google didn’t have enough clear targets to rank the clinic across multiple high intent services, and internal linking wasn’t pushing authority into the right pages.
Key issues found
- Missing or thin service pages for several high demand services
- Pages were not structured as decision pages, so engagement was low
- Titles and meta descriptions were generic, hurting CTR
- Internal linking and navigation didn’t highlight priority services
- Some content overlapped, causing cannibalization
- Mobile speed and UX issues increased drop off
- GBP services were incomplete and lacked descriptions
- Citations had small inconsistencies and duplicate listings
Strategy Overview
We used a 10 month system focused on sustainable growth. Each month improved the foundations, added ranking entry points, and refined conversions so traffic growth created inquiries.
Workstreams
- Technical cleanup for crawl, indexing, and speed
- Service page rebuilds and new high intent landing pages
- Supporting content clusters for long tail discovery
- Internal linking system to distribute authority
- GBP rebuild and steady activity for local engagement
- Citation cleanup for trust consistency
- CTR improvements via titles, metas, FAQs, and snippets
- CRO improvements for mobile calls and appointment actions
Technical SEO Cleanup
We fixed site issues that blocked growth and made it harder for new pages to rank.
Technical actions completed
- Fixed duplicate URLs, canonical issues, and index bloat
- Cleaned broken links, redirect chains, and thin pages
- Improved mobile speed by compressing images and reducing scripts
- Improved crawl depth so service pages were easier to reach
- Added schema where eligible: LocalBusiness, FAQ, MedicalOrganization
- Improved sitemap coverage and indexing signals
Service Pages Built to Expand Rankings
We rebuilt and created service pages based on real query demand. Each page focused on one clear intent and included patient friendly decision sections.
What we added to service pages
- Above the fold service confirmation and Houston relevance
- Symptoms and “when to book” sections
- Treatment approach and what to expect
- FAQs pulled from Search Console queries
- Clear CTAs for call and request appointment
- Trust cues near CTAs: credentials, insurance notes, patient process
- Internal links to related services and next steps
Supporting Content Clusters for Discovery Growth
To grow users from 520 to 1,800, the site needed more entry points. We created supporting content that captured early stage intent and routed users into service pages.
Cluster approach
- One core service page per primary service line
- 4 to 8 supporting pages per service based on query demand
- FAQ blocks designed to win snippet placements
- Internal linking that pushes authority to booking pages
Internal Linking and Architecture Improvements
Internal linking helped rankings move faster and reduced dependence on a few pages.
Linking improvements
- Service hub pages linking to core services
- Contextual links from blogs into service pages
- Related services blocks across key templates
- Improved navigation for mobile users
- Consolidation of overlapping pages to prevent cannibalization
Local SEO and Google Business Profile Work
Local visibility supported organic growth and inquiries. Many patients discovered the clinic on Maps even if they later booked through the website.
Local work completed
- Updated GBP categories and expanded services with descriptions
- Added appointment link with UTM tracking
- Weekly posts and consistent photo uploads
- Citation cleanup for consistent NAP and hours
- Removed duplicate listings and updated major directories
- Strengthened on page location signals naturally
Conversion Improvements That Increased Inquiries
More users mattered only if conversion rate improved. We improved mobile paths so traffic turned into calls and bookings.
CRO updates
- Sticky click to call button on mobile
- CTAs above the fold and after key sections
- Shorter appointment request forms with clearer confirmation
- Improved contact and directions blocks on key pages
- Added trust blocks near CTAs to reduce hesitation
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
January 22 to January 31, 2025
We completed the audit, cleaned GA4 and Search Console tracking, and mapped keywords to pages so we could scale service coverage without overlap. Early technical fixes and GBP quick wins were prioritized for speed and trust.
Month end metrics:
- Organic users: ~520
- Non branded clicks: ~240
- GBP actions: ~210
- Page 1 keywords: ~7
February 2025
We rebuilt the first wave of high intent service pages and improved titles and meta descriptions for CTR. Internal linking started so authority flowed into the pages designed to convert.
Month end metrics:
- Organic users: ~610
- Non branded clicks: ~290
- GBP actions: ~260
- Page 1 keywords: ~9
March 2025
We launched supporting content for the first service clusters and expanded GBP services with descriptions to improve discovery visibility. Citation cleanup began on major platforms to strengthen trust consistency.
Month end metrics:
- Organic users: ~720
- Non branded clicks: ~360
- GBP actions: ~310
- Page 1 keywords: ~11
April 2025
We improved mobile speed, fixed index bloat, and expanded internal linking with related service blocks. Service pages were strengthened with FAQs and clearer “what to expect” sections.
Month end metrics:
- Organic users: ~860
- Non branded clicks: ~430
- GBP actions: ~380
- Page 1 keywords: ~14
May 2025
We scaled the content cluster system and built more condition and service variation pages based on live Search Console impressions. Conversion CTAs were improved for mobile to increase inquiries per user.
Month end metrics:
- Organic users: ~1,020
- Non branded clicks: ~510
- GBP actions: ~460
- Page 1 keywords: ~17
June 2025
We continued citation cleanup and strengthened local signals on the website, while refreshing underperforming pages and tightening internal links into the pages closest to top positions.
Month end metrics:
- Organic users: ~1,180
- Non branded clicks: ~600
- GBP actions: ~540
- Page 1 keywords: ~20
July 2025
We doubled down on services gaining traction, expanded topical depth, and improved snippets for high impression terms. Review workflow and GBP engagement were kept consistent to protect growth.
Month end metrics:
- Organic users: ~1,320
- Non branded clicks: ~680
- GBP actions: ~610
- Page 1 keywords: ~23
August 2025
We improved conversion flow further by simplifying forms and clarifying next steps, and we refreshed key service pages based on query movement. More keywords entered top positions.
Month end metrics:
- Organic users: ~1,450
- Non branded clicks: ~750
- GBP actions: ~690
- Page 1 keywords: ~26
September 2025
We scaled winning pages, expanded supporting content, and strengthened internal linking to distribute authority across the site. Rankings stabilized across more services.
Month end metrics:
- Organic users: ~1,580
- Non branded clicks: ~820
- GBP actions: ~760
- Page 1 keywords: ~28
October 22 to November 22, 2025
We focused on stability and finishing touches: improved titles for CTR, refreshed underperforming content, monitored indexing weekly, and maintained GBP posts and photos. Organic users reached a new consistent baseline.
Month end metrics:
- Organic users: ~1,800
- Non branded clicks: ~910
- GBP actions: ~820
- Page 1 keywords: ~31
Before and After Proof Summary
Organic users increased because the clinic gained more entry points through stronger service pages and supporting content clusters. Internal linking helped authority flow into the pages that convert, local alignment improved discovery performance, and conversion improvements turned growth into inquiries.
- Organic users: 520 to 1,800 per month
- Non branded clicks: 240 to 910 per month
- GBP actions: 210 to 820 per month
- Page 1 keywords: 7 to 31
What Made It Work
The lift came from building a scalable SEO structure: dedicated service pages, supporting content, strong internal linking, and consistent local trust signals. Houston is competitive, so consistency mattered as much as content.