SEO Case Study: Increased Online Visibility 220% in 6 Months for a Cardiac Institute in Dallas
In 2025, a cardiac institute in Dallas partnered with Goforaeo to increase non branded online visibility across Google Search and Google Maps, and convert that growth into appointment inquiries. The institute 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: March 18, 2025 to September 18, 2025
Location: Dallas, Texas
Before vs after results:
- Online visibility (impressions across Search + Maps): ~68,500 to ~219,200 per month (about 220% increase)
- Search Console impressions (sitewide): 54,900 to 162,300 per month
- GBP impressions: 13,600 to 56,900 per month
- Non branded clicks (GSC): 1,020 to 3,140 per month
- GBP actions: 460 to 1,520 per month (calls, directions, website clicks)
- Appointment inquiries (calls + forms): 72 to 214 per month
- Top 3 placements (tracked cardiac terms): 3 to 15 keywords
Context and Starting Point
Dallas cardiac searches are competitive because major hospital systems, well known cardiologists, and aggregator sites dominate results. The institute had excellent care and strong physician credibility, but online visibility was capped. Many service pages were either too broad or too thin, internal linking didn’t support priority services, and the Google Business Profile wasn’t fully built out for the full range of cardiac offerings.
Visibility growth required two things: clearer service intent matching for Search, and stronger local relevance and engagement for Maps. We worked on both in parallel.
Measurement Setup
Before shipping major changes, we cleaned tracking and built reporting around visibility and outcomes. “Visibility” was measured as Search Console impressions plus GBP impressions for the same timeframe, while leads were measured through calls and appointment requests.
What we set up
- GA4 events for call clicks, appointment clicks, and form submissions
- Call tracking to separate website calls and listing calls where possible
- Search Console segments for cardiac service pages and queries
- GBP insights tracking for impressions, discovery searches, and actions
- Rank tracking for Dallas cardiac keywords (grid tracking where available)
- Looker Studio dashboard with weekly annotations and change dates
Diagnosis: What Was Holding Visibility Back
We audited the website, GBP, citations, and top competitors. The institute had authority, but Google was not getting clear enough signals to match the institute to the full set of Dallas cardiac searches. The content also wasn’t structured in a way that earned consistent clicks.
Key issues found
- Service pages bundled multiple procedures, weakening intent matching
- Missing pages for high intent services and procedure variations
- Titles and meta descriptions were generic, lowering CTR
- Internal linking didn’t push authority into high value services
- Some doctor pages existed but weren’t connected strongly to services
- GBP services and categories were incomplete for cardiac offerings
- Citations had minor inconsistencies that reduce local trust
- Some templates were slow on mobile, increasing drop off
Strategy Overview
We used a six month system that expanded coverage, improved trust, and increased engagement signals. We targeted high intent services first and built topical depth so visibility compounded month after month.
Workstreams
- Cardiac service line page rebuild and expansion
- Condition and procedure content clusters for long tail visibility
- Internal linking and hub structure to distribute authority
- Physician profile upgrades and expertise signals
- GBP rebuild for service coverage and conversion clarity
- Citation cleanup and local consistency
- CTR and snippet upgrades to increase qualified clicks
- Conversion improvements for calls and appointment requests
Service and Procedure Pages That Drove Visibility Growth
Cardiac visibility scales when each major service has a clear page target. We rebuilt key service pages as decision pages with clear sections and booking pathways.
Pages built or expanded
- General cardiology consultation page
- Heart screening and diagnostic testing pages
- Echocardiogram and stress test pages
- Hypertension management
- Arrhythmia evaluation and monitoring
- Chest pain evaluation pathway
- Heart failure support and follow up care
- Preventive cardiology and risk assessment
What we added to each page
- Clear above the fold “who this is for” and “book now” pathway
- Symptoms and referral intent sections (why people search)
- Procedure overview and what to expect
- Safety and “when to seek urgent care” guidance
- FAQs pulled from Search Console queries
- Strong CTAs and conversion blocks optimized for mobile
- Schema where eligible: MedicalOrganization, Physician, FAQ
Content Clusters for Non Branded Search Growth
To earn more impressions, we built supporting content around common Dallas cardiac searches and linked those pages into service pages. This created topical authority and expanded entry points.
Cluster examples
- High blood pressure symptoms and when to see a cardiologist
- What an echocardiogram checks and how to prepare
- Palpitations and irregular heartbeat evaluation steps
- Chest pain vs heartburn decision guidance (careful wording)
- Post test follow up expectations
Each content piece was written to educate and route users to the correct service page without medical exaggeration.
Physician and Trust Signal Improvements
Cardiac services rely heavily on trust. We strengthened E E A T style signals across the site so both users and Google could understand expertise.
Trust improvements shipped
- Expanded physician bio pages with credentials, specialties, and hospital affiliations
- Linked doctors clearly to relevant services and procedures
- Added “why choose us” credibility blocks with outcomes language kept compliant
- Strengthened insurance, referral, and new patient steps
- Added review and testimonial excerpts where permitted
Internal Linking and Architecture System
We built a hub structure so authority flowed into priority services and Google could understand relationships between conditions, tests, and treatments.
Linking changes
- Service hub linking to all core cardiology services
- Diagnostic hub linking to testing pages
- Related condition links within each service page
- Contextual links from blogs into service pages
- Consolidated overlapping pages to prevent cannibalization
- Improved navigation so key services were fewer clicks away
Local SEO and Google Business Profile Improvements
Many patients discover providers through Maps, especially for “cardiologist near me” behavior. We rebuilt GBP to cover services more deeply and improve engagement.
GBP updates
- Updated categories based on service demand and competitor patterns
- Expanded services with descriptions aligned to cardiac queries
- Added appointment link with UTM tracking
- Started weekly posts around availability, screenings, and seasonal cardiac care
- Improved photo mix: exterior, interior, staff, equipment, and facility credibility
- Added and managed Q&A with booking and insurance questions
Citation cleanup
- Standardized NAP and hours across major directories
- Cleaned duplicates and outdated listings
- Updated healthcare specific directories where competitors were listed
Conversion Improvements to Turn Visibility Into Inquiries
Visibility only matters if it produces calls and bookings. We improved conversion flow across high intent pages.
CRO improvements
- Sticky click to call button on mobile
- Primary CTAs above the fold and after key sections
- Simplified appointment request forms and improved confirmations
- Clear “what happens next” steps after inquiry submission
- Improved contact routing by department and service type
Tools Used
Google Search Console, GA4, Google Business Profile insights, Looker Studio, call tracking (CallRail or similar), Screaming Frog, PageSpeed Insights, Lighthouse, BrightLocal or Whitespark, Semrush/Ahrefs, Microsoft Clarity or Hotjar, tag manager for tracking.
Timeline With Dates, Monthly Numbers, and Natural Notes
March 18 to March 31, 2025
We completed the audit, cleaned tracking, built the keyword to page map, and prioritized service lines with the biggest visibility opportunity. Quick technical fixes shipped and GBP service gaps were mapped.
Month end metrics:
- Total visibility (Search + Maps impressions): ~68,500
- GSC impressions: ~54,900
- GBP impressions: ~13,600
- Inquiries: ~72
April 2025
We rebuilt priority service pages, improved titles and meta for CTR, and started internal linking into the pages closest to page 1. GBP services were expanded with descriptions and conversion links were cleaned.
Month end metrics:
- Total visibility: ~96,200
- GSC impressions: ~74,800
- GBP impressions: ~21,400
- Inquiries: ~96
May 2025
We launched condition and procedure clusters, strengthened physician pages for trust, and continued internal linking so new content fed authority into services. Citation cleanup began on top directories.
Month end metrics:
- Total visibility: ~128,600
- GSC impressions: ~95,200
- GBP impressions: ~33,400
- Inquiries: ~128
June 2025
We improved speed on key templates, expanded FAQs from real Search Console queries, and tightened page structure for clearer intent matching. GBP posting and photo cadence became consistent.
Month end metrics:
- Total visibility: ~162,900
- GSC impressions: ~118,400
- GBP impressions: ~44,500
- Inquiries: ~156
July 2025
We doubled down on services gaining traction, refined internal linking and hubs, and improved conversion flow on top landing pages. More local trust fixes were completed, improving map pack stability.
Month end metrics:
- Total visibility: ~193,700
- GSC impressions: ~142,600
- GBP impressions: ~51,100
- Inquiries: ~186
August 18 to September 18, 2025
We focused on stability and scaling: refreshed underperformers, improved snippets for high impression terms, and maintained local engagement to protect gains. Visibility and lead volume reached a new baseline.
Month end metrics:
- Total visibility: ~219,200
- GSC impressions: ~162,300
- GBP impressions: ~56,900
- Inquiries: ~214
Before and After Proof Summary
Visibility increased because the institute gained more ranking entry points through dedicated service and procedure pages, stronger internal linking, and higher topical authority. GBP improvements expanded map visibility, while snippet and conversion improvements improved clicks and inquiries.
- Total visibility: ~68,500 to ~219,200 per month (about +220%)
- Non branded clicks: 1,020 to 3,140 per month
- GBP actions: 460 to 1,520 per month
- Inquiries: 72 to 214 per month
What Made It Work
The biggest driver was coverage plus trust. Once each cardiac service had a clear page target, supported by condition content and physician credibility signals, Google matched the institute to more Dallas searches. Consistent GBP engagement helped map visibility compound, and conversion improvements ensured the new visibility produced appointments.
Disclaimer
The institute 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 competition, seasonality, proximity factors, and ongoing execution consistency.