Case Study: Local SEO Boost in 5 Months for a Clinic in Seattle
In 2025, a clinic in Seattle partnered with Goforaeo to improve local visibility across Google Search and Google Maps and increase actions like calls, directions, and website clicks. The clinic name is anonymized due to an NDA, and the metrics below are taken from Google Business Profile insights, GA4, Google Search Console, and call tracking for the dates listed.
Snapshot of Results
Timeframe: May 22, 2025 to October 22, 2025
Location: Seattle, Washington
Before vs after results:
- GBP impressions: 21,300 to 79,800 per month
- Discovery searches: 1,950 to 7,100 per month
- GBP actions: 360 to 1,280 per month (calls, directions, website clicks)
- Website clicks from Maps: 110 to 420 per month
- Calls from Maps + organic: 52 to 175 per month
- Top 3 map pack placements (tracked): 3 to 13 service keywords
Context and Starting Point
Seattle is a crowded local market. Even strong clinics can stay invisible if Google can’t clearly match their listing to the right services and if trust signals across the web are inconsistent. At the start, the clinic had stable branded searches but weak discovery reach. It showed up for a small set of terms, and actions per impression were lower than expected.
We built a system to improve relevance, trust, and engagement signals together. The goal was to grow discovery visibility and make that visibility convert into calls and bookings.
Measurement Setup
We cleaned tracking before making major changes so the clinic could trust the numbers. We also tied reporting to dates so movement was explainable month by month.
What we set up
- GBP insights tracking for impressions, discovery searches, and actions
- GA4 events for call clicks, appointment clicks, and form submissions
- Search Console segmentation for local intent queries and landing pages
- Call tracking to separate listing calls vs website calls where possible
- Local rank tracking for Seattle service keywords
- Looker Studio dashboard with weekly notes and annotations
Diagnosis: What Was Holding Local Growth Back
We audited GBP, the website, and citations together. The clinic was credible, but signals were incomplete and inconsistent, which limits map pack reach and stability.
Key issues found
- Categories were too narrow for the services actually offered
- Services were incomplete and missing descriptions
- Business description didn’t reinforce specialties or booking steps
- Photos were outdated and posting cadence was inconsistent
- Citations had NAP inconsistencies and a few duplicates
- Website service pages were thin and didn’t reinforce Seattle intent
- Internal linking didn’t support the pages that should rank
- CTAs were not optimized for mobile, reducing actions per impression
Strategy Overview
We used a three lever local SEO approach so improvements compounded.
Workstreams
- Expand relevance and query coverage (GBP + site)
- Strengthen trust and consistency (citations + entity signals)
- Increase engagement (posts, photos, reviews, conversions)
Google Business Profile Rebuild
We treated GBP as the primary landing page because most discovery journeys start there. Improvements focused on widening query matching and improving action rate.
GBP improvements
- Updated primary and secondary categories using competitor and demand data
- Expanded services with short descriptions using natural search language
- Improved business description to clarify services, who it helps, and how to book
- Updated attributes and appointment links with UTM tracking
- Implemented weekly posts with service themes and availability
- Rolled out a photo cadence: exterior, interior, staff, service context images
- Added a Q and A baseline to address common booking and insurance questions
Citation Cleanup and Consistency
Citations matter most when they’re inconsistent. We fixed the major data sources first so Google saw one clear entity.
Citation work completed
- Standardized NAP formatting and hours across major platforms
- Updated website URL and appointment links consistently
- Removed duplicate listings and merged where possible
- Added a small set of relevant niche citations competitors had
Website Improvements That Supported Maps Visibility
A strong listing performs better when the website confirms the same services and local relevance. We improved service pages and site structure without creating thin location spam.
Website updates
- Expanded core service pages with intent sections and FAQs
- Added FAQs built from Search Console queries to capture long tail intent
- Improved internal linking into priority service pages
- Updated titles and meta descriptions to improve CTR
- Added LocalBusiness and FAQ schema where eligible
- Improved page speed on key templates for mobile visitors
- Strengthened contact and location info for Seattle relevance
Reviews and Trust Signals
We improved review velocity and response consistency using a compliant workflow. Reviews supported conversions and helped the listing look more trusted in competitive packs.
Review improvements
- Review request workflow tied to patient follow ups
- Consistent response cadence with human tone
- Trust cues added near CTAs such as credentials and visit expectations
Tools Used
Google Business Profile insights, GA4, Google Search Console, call tracking, Looker Studio, BrightLocal or Whitespark, Screaming Frog, PageSpeed Insights, Lighthouse, Microsoft Clarity or Hotjar.
Timeline With Dates, Monthly Numbers, and Natural Notes
May 22 to May 31, 2025
We completed the audit, cleaned tracking, fixed quick GBP gaps, and started citation cleanup on the highest impact platforms. Category and service mapping was finalized based on Seattle competitor patterns.
Month end metrics:
- GBP impressions: ~21,300
- Discovery searches: ~1,950
- GBP actions: ~360
- Calls (Maps + organic): ~52
June 2025
We rebuilt GBP services with descriptions, improved the business description, and started weekly posts plus fresh photos to increase engagement. First wave website service page upgrades shipped to reinforce local intent.
Month end metrics:
- GBP impressions: ~33,900
- Discovery searches: ~2,800
- GBP actions: ~520
- Calls: ~73
July 2025
We expanded internal linking and FAQ blocks using Search Console queries, continued citation cleanup, and improved conversion flow so actions increased faster than impressions.
Month end metrics:
- GBP impressions: ~47,200
- Discovery searches: ~4,100
- GBP actions: ~780
- Calls: ~102
August 2025
We strengthened review velocity, improved GBP engagement cadence, and refined service pages that were gaining impressions so they could push into top positions.
Month end metrics:
- GBP impressions: ~61,900
- Discovery searches: ~5,400
- GBP actions: ~1,020
- Calls: ~138
September 22 to October 22, 2025
We doubled down on the services gaining traction, improved mobile CTAs, and maintained consistent GBP activity to protect momentum. Citations were finalized and rankings stabilized across more Seattle intent searches.
Month end metrics:
- GBP impressions: ~79,800
- Discovery searches: ~7,100
- GBP actions: ~1,280
- Calls: ~175
Before and After Proof Summary
The local boost came from expanding GBP service coverage, improving consistency across citations, and strengthening the website’s service intent signals. Posts, photos, and reviews kept engagement strong, which helped visibility compound and actions rise.
- GBP impressions: 21,300 to 79,800
- Discovery searches: 1,950 to 7,100
- GBP actions: 360 to 1,280
- Calls: 52 to 175
What Made It Work
The biggest driver was alignment. Once GBP services, citations, and on site pages all reflected the same Seattle intent, Google matched the clinic to more discovery searches. Consistent engagement signals helped rankings hold, not spike and drop.