Case Study: Moved a Dental Emergency Clinic from Page 6 to Page 1 in 3 Months in Queens
In 2025, a dental emergency clinic in Queens partnered with Goforaeo to move core “emergency dentist” keywords from page 6 to page 1 and increase calls from high intent searches. The clinic name is anonymized due to an NDA, and the metrics below come from Google Search Console, GA4, Google Business Profile insights, call tracking, and local rank tracking for the dates listed.
Snapshot of Results
Timeframe: June 9, 2025 to September 9, 2025
Location: Queens, New York
Before vs after results:
- Primary emergency dentist keyword position (tracked): ~58 to ~7
- Page 1 emergency keywords (tracked): 0 to 11
- Top 3 map pack placements (tracked): 1 to 6 service keywords
- Emergency landing page clicks (GSC): 60 to 240 per month
- Emergency landing page impressions (GSC): 1,900 to 7,600 per month
- Calls from organic + Maps: 28 to 96 per month
- GBP actions: 310 to 980 per month
Context and Starting Point
Emergency dental SEO is different from regular dental SEO. Most people searching are in pain, they want fast answers, and they usually call instead of filling long forms. In Queens, competition is intense and “near me” behavior changes by neighborhood and time of day.
At the start, the clinic had a Google Business Profile and a service page, but rankings were stuck deep in results. The emergency page was not structured for search intent, local signals were weak, and GBP services were not fully built out for urgent intent searches.
We focused on the fastest levers that move emergency terms: page intent match, strong local alignment, conversion clarity, and GBP completeness.
Measurement Setup
Because emergency traffic converts mostly via phone, we cleaned tracking first and made sure calls were attributed correctly.
What we set up
- Call tracking for website calls and GBP calls where possible
- GA4 events for click to call, appointment clicks, and contact form submissions
- Search Console segmentation for emergency pages and queries
- Rank tracking for emergency dentist terms and variations across Queens
- GBP insights tracking for actions, impressions, and discovery searches
- Looker Studio dashboard with weekly notes
Diagnosis: Why the Clinic Was on Page 6
We reviewed the SERPs, compared competitors, and audited the clinic’s page plus GBP signals. The clinic wasn’t missing credibility, it was missing clarity and local SEO structure.
Key issues found
- Emergency page content was thin and didn’t answer urgent intent fast
- Title and H1 were generic and not aligned with “emergency dentist Queens” intent
- No clear sections for common emergencies, pricing expectations, or what to do next
- Weak internal linking into the emergency page
- Location signals were light and did not reflect Queens neighborhoods naturally
- GBP services lacked depth and categories were not optimized for emergency intent
- Reviews existed but emergency specific wording and velocity were low
- Mobile UX friction slowed calls, especially above the fold
Strategy Overview
We used a three month plan focused on quick ranking movement and call growth. The strategy combined website changes and GBP changes so both organic and maps improved together.
Workstreams
- Emergency dentist landing page rebuild for intent and conversion
- Supporting pages for common emergency situations
- Internal linking and site structure updates
- GBP rebuild with emergency services and engagement cadence
- Citation cleanup and trust consistency
- Review workflow and response improvements
- Snippet improvements to increase CTR and drive faster movement
Emergency Landing Page Rebuild
We rebuilt the emergency page as a decision page designed for patients in pain. The goal was to confirm “you are in the right place” within seconds and make calling simple.
What we added to the page
- Clear above the fold messaging: emergency dental clinic in Queens and how fast to reach support
- Strong click to call CTA above the fold and sticky call button on mobile
- “Common reasons patients call us” section for intent match
- Service blocks: toothache, broken tooth, swelling, infection, cracked crown, knocked out tooth
- “What to do now” steps written in simple language for urgent visitors
- Insurance and payment clarity (without misleading claims)
- What to expect during an emergency visit and typical time flow
- FAQ block built from Search Console queries
- Trust cues: dentist credentials, clinic photos, hours, and safety notes
On page SEO improvements
- Title and headings rewritten for Queens emergency intent
- Schema added where eligible: LocalBusiness, Dentist, FAQ
- Improved internal anchor links so the page was easy to scan
- Better images and compressed assets for faster mobile load
Supporting Content for Emergency Keyword Coverage
To move from page 6 quickly, we built supporting pages that captured long tail emergency searches and linked back to the main emergency page. These pages helped Google understand topical authority.
Supporting pages created
- Emergency toothache relief and when to call
- Cracked tooth and broken filling urgent guide
- Swelling, infection, and when to seek urgent care
- Knocked out tooth steps and appointment guidance
- Weekend and after hours emergency care information (if offered)
Each page linked clearly to the emergency booking and calling flow.
Internal Linking and Site Structure
Internal linking was one of the fastest ranking levers. We ensured the emergency page was not isolated.
Linking actions
- Linked the emergency page from homepage hero and main navigation
- Added links from general dentistry and pain related pages
- Added “related services” blocks across relevant templates
- Cleaned broken internal links and reduced orphan pages
- Strengthened topical hubs so emergency pages were clearly connected
Google Business Profile Improvements
Emergency searches often convert inside Maps. We rebuilt the GBP to match emergency demand in Queens.
GBP changes
- Updated categories aligned to emergency dentist intent
- Expanded services with descriptions using real search language
- Improved business description to highlight emergency care flow and booking steps
- Added appointment URL and tracked it with UTM parameters
- Weekly posts focused on emergency availability, common issues, and call actions
- Consistent photo plan: exterior, waiting area, treatment rooms, staff, signage
- Added Q&A for urgent questions like walk ins, hours, and insurance
Reviews and Trust Signals
Emergency patients compare clinics quickly. We improved review velocity and helped patients see immediate proof.
What we implemented
- Compliant review request workflow after appointments
- Response cadence so reviews were answered quickly
- Highlighted service context in replies without adding private details
- Added trust blocks on site: credentials, hours, and visit expectations
Citations and Consistency
Queens is dense, and duplicates happen often. We cleaned citations so Google saw one consistent entity.
What we fixed
- Standardized name, address, phone, and hours across major platforms
- Removed duplicates and outdated listings
- Updated website URL and appointment link consistently
- Confirmed map pin accuracy and service area references
Conversion Improvements That Increased Calls
Emergency SEO is call driven. We improved the conversion path so more users called instead of leaving.
CRO changes
- Sticky click to call button on mobile
- “Call now” CTAs repeated after key sections
- Short contact form optional for non urgent visitors
- Clear directions and parking notes for Queens visitors
- Faster load time and cleaner layout to reduce friction
Tools Used
Google Search Console, GA4, Google Business Profile insights, call tracking (CallRail or similar), Looker Studio, BrightLocal or Whitespark (grid rank tracking), Screaming Frog, PageSpeed Insights and Lighthouse, Semrush/Ahrefs, Microsoft Clarity or Hotjar, Google Tag Manager.
Timeline With Dates, Monthly Numbers, and Natural Notes
June 9 to June 30, 2025
We audited emergency SERPs, rebuilt the emergency landing page for intent and calls, fixed mobile speed issues, and added internal links so the page gained authority quickly. GBP services and categories were also expanded to improve discovery visibility.
Month end metrics:
- Primary keyword position: ~58
- Emergency page impressions: ~1,900
- Emergency page clicks: ~60
- Calls (organic + Maps): ~28
- GBP actions: ~310
July 2025
We launched supporting emergency pages, expanded FAQs based on live Search Console queries, and strengthened internal linking from related pages. GBP posting and photos became consistent, and citation cleanup started on major platforms.
Month end metrics:
- Primary keyword position: ~18
- Impressions: ~4,800
- Clicks: ~140
- Calls: ~58
- GBP actions: ~620
August 9 to September 9, 2025
We refined content based on ranking movement, improved snippets for CTR, strengthened local trust signals through citation cleanup and review workflow, and doubled down on keywords sitting just outside top positions. Rankings stabilized on page 1 and calls reached a new baseline.
Month end metrics:
- Primary keyword position: ~7
- Impressions: ~7,600
- Clicks: ~240
- Calls: ~96
- GBP actions: ~980
Before and After Proof Summary
The clinic moved from page 6 to page 1 because the emergency page was rebuilt for urgent intent, supporting pages increased topical authority, internal linking pushed authority into the right page, and GBP plus citations improved local trust and engagement.
- Primary keyword position: ~58 to ~7
- Emergency page clicks: 60 to 240 per month
- Calls: 28 to 96 per month
- GBP actions: 310 to 980 per month
- Page 1 emergency keywords: 0 to 11
What Made It Work
The biggest driver was speed of clarity. Emergency patients need the right info instantly and they need a fast way to call. Once the page and GBP clearly matched urgent intent and trust signals were consistent across the web, rankings moved quickly and stayed stable.