SEO Case Study: Increased Local Discovery Searches by 4× in 7 Months for an Atlanta Clinic
In 2025, a clinic in Atlanta partnered with Goforaeo to grow non branded discovery visibility across Google Search and Google Maps. The clinic name is anonymized due to an NDA, and the numbers below come from Google Business Profile insights, Google Search Console, GA4, local rank tracking, and call tracking for the dates listed.
Snapshot of Results
Timeframe: March 18, 2025 to October 18, 2025
Location: Atlanta, Georgia
Before vs after results:
- Local discovery searches: 2,150 to 8,900 per month (4X)
- GBP impressions: 31,800 to 126,400 per month
- GBP actions: 520 to 1,980 per month (calls, directions, website clicks)
- Website clicks from Maps: 160 to 610 per month
- Top 3 map pack placements: 4 to 17 tracked service keywords
- Calls from Maps + organic: 74 to 248 per month
Context and Starting Point
Atlanta is a competitive market where many clinics fight for the same non branded queries. The clinic was getting branded visibility, but discovery searches were capped because GBP services were incomplete and citations were inconsistent. The website also didn’t reinforce Atlanta intent strongly, so Google had fewer reasons to surface the clinic for broader searches.
We treated the project like a local discovery system. The goal was not a one time spike, but a repeatable process that improved relevance, trust, and engagement month after month.
Baseline Setup and Measurement
We cleaned tracking and defined what “discovery growth” meant. We separated branded vs non branded, set up rank tracking for priority services, and ensured calls were attributed correctly.
What we set up
- GBP insights tracking for impressions, discovery searches, and actions
- GA4 events for call clicks, form submissions, and booking clicks
- Call tracking to separate listing calls vs website calls where possible
- Search Console segmentation for local intent pages and queries
- Local grid rank tracking across Atlanta areas
- Looker Studio dashboard with weekly notes and change dates
What Was Holding Discovery Growth Back
We audited GBP, the website, and citations together. The clinic was credible, but local signals were fragmented. In Atlanta, fragmentation usually leads to inconsistent map visibility.
Key issues found
- Categories were too narrow for actual services offered
- Services were incomplete and missing descriptions
- Business description and attributes didn’t reinforce specialties clearly
- Photo set was outdated and posting cadence inconsistent
- NAP format varied across directories and a few duplicates existed
- Website service pages were thin and not mapped to Atlanta intent queries
- Internal linking didn’t push authority into priority services
- Titles and meta descriptions didn’t earn clicks, limiting CTR and growth
Strategy Overview
We used a three lever system so results compounded.
Workstreams
- Expand relevance and query coverage in GBP and on site pages
- Strengthen trust through citation cleanup and consistency
- Increase engagement signals via posts, photos, reviews, and conversion clarity
Google Business Profile Rebuild
We treated GBP as the main landing page. The first win was improving query matching by building out services and categories properly, then improving action rate through clearer booking steps.
What we changed in GBP
- Updated primary and secondary categories based on Atlanta demand and competitors
- Expanded services with short descriptions using natural search language
- Improved business description with specialties, insurance notes, and booking steps
- Updated attributes and appointment links with UTM tracking
- Implemented weekly posts with themes: availability, seasonal care, FAQs, insurance
- Rolled out a photo plan: exterior, interior, staff, and service related images
- Improved Q and A with common questions and clear answers
Citations, NAP Consistency, and Duplicate Cleanup
Discovery growth in Maps often stalls when Google sees inconsistent business data. We fixed the highest impact directories first, then expanded.
What we fixed
- Standardized name, address, and phone formatting to one approved version
- Updated hours and URLs on major platforms and healthcare directories
- Removed duplicates and merged listings where possible
- Added niche directories relevant to the clinic category where competitors appeared
- Ensured appointment links and tracking parameters were consistent
Website Improvements That Supported Discovery Visibility
A strong GBP listing performs better when the website confirms the same services and local relevance. We strengthened service pages and added supporting content that captured local long tail queries without spam.
On site updates
- Expanded service pages with symptoms, who it’s for, and when to book sections
- Added FAQ blocks built from Search Console queries
- Improved internal linking to push authority into top services
- Updated titles and meta descriptions for CTR and intent alignment
- Added LocalBusiness and FAQ schema where eligible
- Improved page speed and mobile UX on key templates
Reviews and Engagement System
Engagement signals play a big role once query coverage is built. We improved review velocity and consistency through a compliant workflow, and we kept posting and photo updates steady.
What we implemented
- Compliant review request workflow tied to follow ups
- Response cadence so reviews didn’t sit unanswered
- Posting schedule and photo refresh routine
- Conversion improvements on GBP and on site CTAs
Tools Used
Google Business Profile insights, GA4, Google Search Console, call tracking, Looker Studio, BrightLocal or Whitespark, local grid tracking tools, Screaming Frog, PageSpeed Insights, Lighthouse, Microsoft Clarity or Hotjar, Semrush/Ahrefs.
Timeline With Dates, Monthly Numbers, and Natural Notes
March 18 to March 31, 2025
We completed the audit, cleaned tracking, fixed quick listing gaps, and started citation cleanup on the highest authority platforms. We also benchmarked competitors to plan category and service expansion.
Month end metrics:
- Discovery searches: ~2,150
- GBP impressions: ~31,800
- GBP actions: ~520
April 2025
We rebuilt GBP services with descriptions, improved categories and attributes, and started weekly posting plus consistent photos to increase engagement. Early discovery lift usually starts once query coverage improves.
Month end metrics:
- Discovery searches: ~3,050
- GBP impressions: ~46,900
- GBP actions: ~690
May 2025
We strengthened service pages on the website, added FAQs from real queries, and improved internal linking so priority services received more authority. Citation cleanup continued to reduce trust friction.
Month end metrics:
- Discovery searches: ~4,200
- GBP impressions: ~64,700
- GBP actions: ~910
June 2025
We improved conversion flow on the top landing pages, refined titles and meta for better CTR, and improved speed on mobile templates. GBP activity remained consistent to protect momentum.
Month end metrics:
- Discovery searches: ~5,600
- GBP impressions: ~82,400
- GBP actions: ~1,190
July 2025
We doubled down on services gaining traction, expanded supporting content for Atlanta intent, and strengthened review workflow and responses to improve trust and action rate.
Month end metrics:
- Discovery searches: ~6,900
- GBP impressions: ~98,800
- GBP actions: ~1,450
August 2025
We refined service descriptions and pages based on query movement, strengthened internal linking, and continued citations cleanup for remaining platforms. Rankings became more stable across priority terms.
Month end metrics:
- Discovery searches: ~7,800
- GBP impressions: ~112,900
- GBP actions: ~1,710
September 1 to October 18, 2025
We focused on maintaining what was working: posts, photos, reviews, and conversion improvements on the highest traffic pages. This final stretch pushed discovery visibility to its peak and kept actions rising.
Month end metrics:
- Discovery searches: ~8,900
- GBP impressions: ~126,400
- GBP actions: ~1,980
Before and After Proof Summary
Discovery searches increased because GBP service coverage expanded, citations became consistent, and the website reinforced Atlanta intent. Engagement stayed strong due to consistent posts, photos, and reviews, so growth compounded.
- Discovery searches: 2,150 to 8,900 per month
- GBP impressions: 31,800 to 126,400 per month
- GBP actions: 520 to 1,980 per month
- Website clicks from Maps: 160 to 610 per month
- Top 3 map pack keywords: 4 to 17
What Made It Work
The biggest driver was alignment. Once GBP services, citations, and service pages reflected the same Atlanta intent, Google matched the clinic to more discovery queries. Consistent engagement signals helped the listing hold visibility instead of fluctuating.
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 based on proximity factors, competition, seasonality, and ongoing execution consistency.