SEO Case Study: Local SEO Growth in 6 Months for a Family Clinic in Miami
In 2025, a family clinic in Miami partnered with Goforaeo to grow local visibility across Google Search and Google Maps and increase calls and appointment inquiries from discovery searches. The clinic name is anonymized due to an NDA, and the metrics below come from Google Business Profile insights, GA4, Google Search Console, rank tracking, and call tracking for the dates listed.
Snapshot of Results
Timeframe: May 8, 2025 to November 8, 2025
Location: Miami, Florida
Before vs after results:
- GBP impressions: 21,900 to 89,400 per month
- Discovery searches: 2,050 to 8,300 per month
- GBP actions: 420 to 1,540 per month (calls, directions, website clicks)
- Website clicks from Maps: 120 to 520 per month
- Calls from Maps + organic: 62 to 210 per month
- Top 3 map pack placements (tracked): 3 to 15 service keywords
- Organic users: 980 to 2,760 per month
Context and Starting Point
Miami local search is crowded because there are many clinics competing for similar service intent. The clinic had steady branded demand, but discovery searches were capped. The listing wasn’t fully built for the range of services families search for, and citations across directories were inconsistent.
The website also didn’t reinforce Miami intent strongly on core service pages. That limited ranking stability and reduced action rate when the listing did show up. We focused on building a complete local system that improved relevance, trust, and engagement.
Measurement Setup and Baseline
Before major changes, we cleaned tracking so calls and bookings were measurable. We also created weekly reporting with notes so each jump in visibility had a clear reason.
What we set up
- GBP insights tracking for impressions, discovery searches, and actions
- GA4 events for call clicks, appointment clicks, and form submissions
- Call tracking for source level attribution
- Search Console segmentation for Miami service queries
- Local rank tracking for priority family clinic terms
- Looker Studio dashboard with weekly annotations
Diagnosis: What Was Limiting Local Growth
We audited GBP, the website, and third party directories together. The clinic was credible, but the signals were incomplete and inconsistent, which reduced Google’s confidence for non branded Miami searches.
Key issues found
- Categories and services didn’t fully cover family medicine intent
- Services had no descriptions, limiting query matching
- Photos were outdated and posting cadence was inconsistent
- Citations had NAP, hours, and URL inconsistencies, plus a few duplicates
- Website service pages were thin and not mapped to Miami intent
- Internal linking didn’t push authority to high value services
- Booking path was not clear enough on mobile
Strategy Overview
We used a three lever approach so results compounded.
Workstreams
- GBP rebuild for service coverage and conversion clarity
- Citation cleanup for trust and consistency
- Website support improvements for service pages and internal linking
- Engagement system: posts, photos, reviews, and Q and A
- Ongoing refinement based on query movement and ranking stability
Google Business Profile Rebuild
We treated GBP as the primary landing page. The goal was to widen query coverage and improve actions per impression.
What we changed in GBP
- Updated primary and secondary categories based on Miami demand
- Expanded service list with short descriptions written in search language
- Improved business description with clear services and booking steps
- Added appointment URL with UTM tracking
- Weekly posts focused on availability, seasonal care, and common conditions
- Photo cadence: exterior, interior, staff, and service specific images
- Added and improved Q and A for common booking questions
Citation Cleanup and Entity Consistency
Citations matter most when they’re inconsistent. We fixed major platforms first and removed duplicates that split engagement signals.
What we fixed
- Standardized NAP formatting and hours across top directories
- Corrected phone and URL variations
- Removed duplicates and merged profiles where possible
- Added relevant healthcare directories competitors were listed on
- Ensured appointment links were consistent across platforms
Website Improvements That Supported Miami Intent
Strong GBP performance improves when the website confirms the same services and location signals. We improved service pages so Google could connect the clinic to Miami searches more confidently.
On site updates
- Expanded core service pages with symptoms, who it’s for, and when to book sections
- Added FAQ blocks built from Search Console queries
- Improved titles and meta descriptions to increase CTR
- Strengthened internal links into priority services
- Added LocalBusiness and FAQ schema where eligible
- Improved mobile speed through image compression and script cleanup
- Added clear click to call and appointment CTAs above the fold
Reviews and Trust Signals
We improved review velocity and response cadence using a compliant workflow. Reviews helped conversion rate and supported trust inside Maps.
Review improvements
- Compliant review request flow tied to follow ups
- Response templates with consistent tone and timing
- Highlighted service specific trust cues without over claiming
Tools Used
Google Business Profile insights, GA4, Google Search Console, call tracking, Looker Studio, BrightLocal or Whitespark, Screaming Frog, PageSpeed Insights and Lighthouse, Microsoft Clarity or Hotjar, Semrush/Ahrefs.
Timeline With Dates, Monthly Numbers, and Natural Notes
May 8 to May 31, 2025
We completed the audit, cleaned tracking, fixed quick GBP gaps, and began citation cleanup on high authority platforms. We also benchmarked competitors to finalize category and service changes.
Month end metrics:
- GBP impressions: ~21,900
- Discovery searches: ~2,050
- GBP actions: ~420
- Website clicks from Maps: ~120
- Calls from Maps + organic: ~62
June 2025
We rebuilt GBP services with descriptions, improved the business description, added Q and A, and launched weekly posts and photo cadence. This expanded query coverage and improved engagement.
Month end metrics:
- GBP impressions: ~35,600
- Discovery searches: ~3,100
- GBP actions: ~610
- Website clicks from Maps: ~190
- Calls from Maps + organic: ~84
July 2025
We upgraded core service pages, added FAQs based on real queries, strengthened internal linking, and continued citation cleanup to reduce trust friction.
Month end metrics:
- GBP impressions: ~49,800
- Discovery searches: ~4,500
- GBP actions: ~860
- Website clicks from Maps: ~290
- Calls from Maps + organic: ~118
August 2025
We improved conversion flow on top pages, added clearer mobile CTAs, launched review workflow, and kept GBP activity steady so growth didn’t dip.
Month end metrics:
- GBP impressions: ~62,900
- Discovery searches: ~5,900
- GBP actions: ~1,050
- Website clicks from Maps: ~380
- Calls from Maps + organic: ~152
September 2025
We refined pages using query movement data, strengthened internal links to services gaining traction, and improved snippet CTR for high impression terms.
Month end metrics:
- GBP impressions: ~75,400
- Discovery searches: ~7,100
- GBP actions: ~1,260
- Website clicks from Maps: ~460
- Calls from Maps + organic: ~184
October 8 to November 8, 2025
We doubled down on what was working, improved mobile booking flow, maintained posts, photos, and reviews, and monitored ranking stability weekly.
Month end metrics:
- GBP impressions: ~89,400
- Discovery searches: ~8,300
- GBP actions: ~1,540
- Website clicks from Maps: ~520
- Calls from Maps + organic: ~210
Before and After Proof Summary
Growth came from completing GBP services and categories, fixing citations for consistency, and strengthening website service pages to reinforce Miami intent. Engagement work like posts, photos, and reviews helped maintain action rate so impressions converted into calls and bookings.
- GBP impressions: 21,900 to 89,400
- Discovery searches: 2,050 to 8,300
- GBP actions: 420 to 1,540
- Website clicks from Maps: 120 to 520
- Calls from Maps + organic: 62 to 210
What Made It Work
The biggest driver was alignment. Once GBP, citations, and service pages all reflected the same Miami service intent, Google matched the clinic to more discovery searches. Consistent engagement signals helped protect the gains and reduced week to week volatility.
Disclaimer
The clinic 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.