SEO Case Study: Improved Local Visibility in 6 Months for a Pain Management Clinic in Nashville
In 2025, a pain management clinic in Nashville partnered with Goforaeo to improve local visibility across Google Search and Google Maps and increase calls and appointment requests. The clinic name is anonymized due to an NDA, and the metrics below come from Google Business Profile insights, GA4, Google Search Console, call tracking, and local rank tracking for the dates listed.
Snapshot of Results
Timeframe: May 8, 2025 to November 8, 2025
Location: Nashville, Tennessee
Before vs after results:
- GBP impressions: 21,700 to 79,600 per month
- Discovery searches: 1,900 to 7,100 per month
- GBP actions: 360 to 1,260 per month (calls, directions, website clicks)
- Website clicks from Maps: 120 to 430 per month
- Top 3 map pack placements: 3 to 13 tracked pain terms
- Calls from Maps + organic: 52 to 176 per month
Context and Starting Point
Pain management in Nashville is competitive because many clinics target the same high intent terms like pain clinic near me, back pain treatment, knee pain injections, and nerve pain. The clinic had quality care, but local visibility was inconsistent because the listing didn’t cover services deeply enough and trust signals across directories weren’t clean.
We focused on building stable local strength by improving relevance, consistency, and engagement signals across GBP and the website.
Measurement Setup
Before changes, we cleaned tracking and confirmed baselines so growth could be validated. We also added reporting notes so movement was explainable.
What we tracked
- GBP impressions, discovery searches, actions, calls, directions, clicks
- Local rank tracking for priority pain services
- Search Console queries and landing page performance for pain pages
- GA4 conversions from organic and Maps traffic
- Call tracking for source level attribution and lead quality checks
Diagnosis: What Limited Local Visibility
We audited GBP, the website, and citations together. The clinic was credible, but its entity signals were fragmented. That reduced Google’s confidence in showing the clinic broadly for non branded discovery searches.
Key issues found
- GBP categories were too narrow for services offered
- Services were incomplete and lacked descriptions (lower query coverage)
- Photos were dated and posting cadence was inconsistent
- Citations had NAP and hours variations, plus duplicates
- Website service pages were thin and didn’t reinforce Nashville intent
- Internal linking didn’t prioritize services that needed map visibility
- CTAs were inconsistent on mobile, lowering actions per impression
Strategy Overview
We used a system approach so improvements compounded month after month.
Workstreams
- GBP rebuild for service coverage and conversion clarity
- Citation cleanup for trust and consistency
- Website service page upgrades and internal linking improvements
- Review workflow and response cadence
- Ongoing posts, photos, and engagement consistency
Google Business Profile Rebuild
We treated GBP as the primary conversion surface. The goal was to widen query matching and make actions easier.
What we changed in GBP
- Updated primary and secondary categories using competitor benchmarks and demand
- Expanded services with short descriptions using real search language
- Improved business description and booking steps
- Added appointment links with UTM tracking for attribution
- Weekly posts around treatments, availability, and common pain conditions
- Photo cadence including clinic, staff, equipment, and treatment context
Citations and NAP Consistency
We fixed the highest impact sources first, then worked outward to niche healthcare directories. We also removed duplicates because duplicates split trust and engagement signals.
What we fixed
- Standardized name, address, phone formatting, and hours everywhere
- Updated website URL and appointment links across directories
- Removed duplicates and merged profiles where possible
- Added a short set of relevant citations competitors already had
Website Work That Supported Local Rankings
A strong listing performs better when the website confirms the same services and local signals. We strengthened pages so Google could connect the clinic to Nashville pain intent.
On site improvements
- Expanded core pain service pages with symptoms, who it’s for, and when to book
- Added FAQs based on real Search Console queries
- Improved titles and meta descriptions to increase CTR
- Strengthened internal linking into priority pain services
- Added LocalBusiness and FAQ schema where eligible
- Improved mobile speed and layout to reduce drop offs
Reviews and Trust Signals
We improved review velocity and response cadence with a compliant workflow. Reviews improved conversion rate and helped strengthen trust signals in Maps.
Review workflow changes
- Compliant review request system tied to follow ups
- Consistent review responses with human tone
- Trust cues near CTAs: credentials, expectations, insurance notes
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, Semrush/Ahrefs.
Timeline With Dates, Monthly Numbers, and Natural Notes
May 8 to May 31, 2025
We audited local competitors, cleaned tracking, fixed quick GBP gaps, and started citation cleanup on the most visible platforms. Early updates focused on reducing trust friction and setting the baseline for service coverage expansion.
Month end metrics:
- GBP impressions: ~21,700
- Discovery searches: ~1,900
- GBP actions: ~360
- Calls (Maps + organic): ~52
June 2025
We rebuilt GBP categories and services with descriptions and started weekly posts and fresh photos to improve engagement signals. This month expanded query coverage so the listing could match more pain related searches.
Month end metrics:
- GBP impressions: ~33,200
- Discovery searches: ~2,900
- GBP actions: ~510
- Calls: ~71
July 2025
We strengthened the website’s core pain pages, added FAQs from real queries, and improved internal linking so Google had stronger confirmation signals from the site. Citations continued to be cleaned in parallel.
Month end metrics:
- GBP impressions: ~45,600
- Discovery searches: ~4,100
- GBP actions: ~720
- Calls: ~96
August 2025
We improved conversion paths for mobile users, refined CTAs, and implemented a review workflow to increase trust and engagement. This month was focused on actions per impression, not only visibility.
Month end metrics:
- GBP impressions: ~58,900
- Discovery searches: ~5,300
- GBP actions: ~910
- Calls: ~122
September 2025
We refined pages based on query movement, strengthened internal links into services gaining traction, and maintained consistent GBP activity. Rankings stabilized and the clinic started holding positions more reliably.
Month end metrics:
- GBP impressions: ~69,800
- Discovery searches: ~6,200
- GBP actions: ~1,080
- Calls: ~150
October 1 to November 8, 2025
We doubled down on what was already ranking, improved mobile conversion flow, and kept posts, photos, and review responses consistent to protect momentum. This final stretch pushed visibility to its peak while calls continued rising.
Month end metrics:
- GBP impressions: ~79,600
- Discovery searches: ~7,100
- GBP actions: ~1,260
- Calls: ~176
Before and After Proof Summary
Local visibility improved because GBP service coverage became complete, citations became consistent, and the website reinforced Nashville intent. Consistent engagement through posts, photos, and reviews helped impressions compound and actions grow.
- GBP impressions: 21,700 to 79,600
- Discovery searches: 1,900 to 7,100
- GBP actions: 360 to 1,260
- Calls: 52 to 176
What Made It Work
The biggest driver was alignment. Once GBP services, citations, and on site service pages reflected the same Nashville pain intent, Google matched the clinic to more discovery searches. Consistent engagement then helped keep rankings stable while visibility continued growing.
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, competition, seasonality, and ongoing execution consistency.