Healthcare SEO Case Study: Improved Organic Rankings in 8 Months for a Cancer Center in Boston
In 2025, a cancer center in Boston partnered with Goforaeo to improve organic rankings across high intent oncology services and increase qualified inquiries from search. The center name is anonymized due to an NDA, and the metrics below come from GA4, Google Search Console, rank tracking, and call tracking for the dates listed.
Snapshot of Results
Timeframe: February 11, 2025 to October 11, 2025
Location: Boston, Massachusetts
Before vs after results:
- Page 1 oncology keywords (tracked): 7 to 28
- Top 3 placements (tracked): 1 to 9
- Organic sessions: 9,400 to 14,800 per month
- Organic users: 7,100 to 11,900 per month
- High intent service page clicks (GSC): 860 to 2,340 per month
- Inquiries from organic (calls + forms): 110 to 220 per month
- Average position (oncology query group): ~19.6 to ~8.4
Context and Starting Point
Cancer center SEO is different from general healthcare. It includes YMYL expectations, heavy competition from major hospitals, and strong need for trust and clarity. The center had authority, but rankings were inconsistent across service lines. Many pages were either too broad, outdated, or not mapped cleanly to how patients search in Boston.
Search Console showed impressions across cancer types and treatments, but clicks were limited due to snippet mismatch, page overlap, and weak internal pathways from informational content into high intent service pages. The plan focused on building a structure Google could trust and patients could navigate.
Measurement Setup
Before shipping changes, we validated tracking so ranking improvements could be tied to engagement and inquiries. We also segmented reporting by cancer type and by treatment intent.
What we tracked
- Query groups in Search Console for cancer types and treatments
- Landing page clicks and impressions for core service pages
- Rank tracking for Boston oncology terms and branded vs non branded
- GA4 conversions: calls, forms, appointment clicks
- Call tracking where possible for source level attribution
- Index coverage and page experience metrics
Audit Findings: What Was Limiting Rankings
The center had credibility, but SEO issues were structural and editorial. In oncology, Google expects clear expertise signals, up to date content, and strong internal linking that shows topical authority and care pathways.
Key issues found
- Overlapping pages caused keyword cannibalization (same topic, multiple URLs)
- Core service pages were not deep enough for treatment intent queries
- Some cancer type pages were outdated or missing key sections
- Internal linking did not connect education content to service conversion pages
- Titles and meta descriptions were generic and not Boston intent aligned
- Provider and location signals were inconsistent across templates
- Technical issues: index bloat from thin pages, duplicate parameters, slow templates
- Weak E E A T presentation on key pages (author/reviewer signals, dates, sources)
Strategy Overview
We built an 8 month plan focused on trust, structure, and intent alignment. The work combined technical cleanup, content restructuring, internal linking, and conversion clarity.
Workstreams
- Technical and index cleanup to reduce noise and improve crawl efficiency
- Oncology service page rebuilds for high intent queries
- Cancer type and treatment pathway content upgrades
- E E A T strengthening across medical pages
- Internal linking and topical clustering by cancer category
- Snippet and CTR improvements
- Conversion flow updates for calls, referrals, and appointment requests
Technical SEO and Index Cleanup
We reduced index bloat and improved crawl focus so Google spent more time on the pages that matter. We also improved mobile performance on key templates.
Technical actions completed
- Fixed duplicate URLs, canonicals, and parameter indexation
- Cleaned redirect chains, broken links, and orphan pages
- Improved crawl paths so core services were closer to the homepage
- Optimized images and scripts for better mobile performance
- Improved Core Web Vitals on priority templates
- Added or corrected structured data where eligible: MedicalOrganization, Physician, FAQ, Breadcrumb, LocalBusiness
Oncology Service Page Improvements
We rebuilt service pages to match high intent searches and clinical decision questions. Each page was designed to help patients and referring providers understand next steps, not just describe the service.
What we added to key service pages
- Clear overview and who the service is for
- Diagnosis and eligibility sections (patient friendly language)
- Treatment options and what to expect during care
- Care team signals: specialists involved and credentials
- Boston location signals and access information
- FAQs pulled from real Search Console queries
- Strong next steps: referral steps, appointment request, phone routing
Examples of service areas strengthened
- Radiation oncology
- Medical oncology
- Surgical oncology
- Chemotherapy and infusion services
- Immunotherapy information pages
- Second opinion and referral pages
Cancer Type Pages and Treatment Pathways
We improved cancer type pages to cover patient intent without overpromising outcomes. These pages often rank for broad searches and need strong pathways into treatment services.
What we improved
- Updated page structure with symptoms, diagnosis, staging overview, and treatment pathways
- Added “how we treat” sections linking to specific services
- Added FAQ sections based on query data
- Linked to supportive care services where relevant
- Reduced duplicate overlap between similar cancer pages to avoid cannibalization
E E A T and Trust Signal Strengthening
For oncology, trust signals must be clear. We improved how expertise and freshness were presented and made pages easier to validate.
Trust improvements added
- Clear medical reviewer and last reviewed dates on key pages
- Author and reviewer credential blocks and bios
- Updated citations and references where applicable
- Better transparency on what information is educational vs medical advice
- Improved accessibility, readability, and medical disclaimers
- Strengthened provider pages that link into service pages
Internal Linking and Topical Clusters
We built clusters by cancer type and by treatment intent. This helped Google understand topical authority and helped users reach the right next step.
Linking system implemented
- Cancer type hubs linking to sub pages and treatments
- Treatment hubs linking to related services and FAQs
- Contextual links from education content to service pages
- Cleaner breadcrumbs and navigation pathways
- Consolidation of overlapping pages into clearer targets
Snippet and CTR Improvements
Boston oncology clicks are competitive. We rewrote titles and descriptions to set expectations clearly and improve CTR for high intent searches.
What we updated
- Titles with clearer treatment intent and Boston relevance
- Meta descriptions that include who it’s for and next step actions
- Improved headings to match query language on page
- FAQ snippets where eligible through schema and structured formatting
Conversion Improvements
We improved conversion flow to reduce friction, especially for mobile users and referral intent visitors.
CRO actions
- Clear next steps modules: call, request appointment, referral instructions
- Better routing options by service line
- Sticky call CTA on mobile for high intent services
- Simplified forms and improved confirmations
- Added insurance and visit preparation info where appropriate
Tools Used
GA4, Google Search Console, Looker Studio, call tracking, Screaming Frog, PageSpeed Insights, Lighthouse, BrightLocal/Whitespark (where local tracking was relevant), Semrush/Ahrefs, Microsoft Clarity/Hotjar.
Timeline With Dates, Monthly Numbers, and Natural Notes
February 11 to February 28, 2025
We completed a full audit, cleaned tracking, mapped keywords to the right oncology pages, and prioritized technical and content fixes that were blocking rankings. Index cleanup started so Google focused on core services first.
Month end metrics:
- Organic sessions: ~9,400
- Organic users: ~7,100
- Page 1 tracked keywords: ~7
- Inquiries from organic: ~110
March 2025
We shipped the first technical fixes, rebuilt the first set of high intent service pages, and improved titles and meta descriptions for CTR. Internal linking into core oncology services was strengthened.
Month end metrics:
- Organic sessions: ~10,300
- Organic users: ~7,900
- Page 1 tracked keywords: ~10
- Inquiries: ~128
April 2025
We upgraded cancer type pages with better structure, FAQs, and clear pathways into treatment services. Trust blocks were added to priority templates to support E E A T.
Month end metrics:
- Organic sessions: ~11,200
- Organic users: ~8,700
- Page 1 tracked keywords: ~14
- Inquiries: ~145
May 2025
We expanded topical clusters, consolidated overlapping pages to reduce cannibalization, and improved internal linking from education pages into service conversion pages.
Month end metrics:
- Organic sessions: ~12,400
- Organic users: ~9,500
- Page 1 tracked keywords: ~18
- Inquiries: ~162
June 2025
We improved performance on key templates, strengthened provider and reviewer signals, and refined pages based on query movement in Search Console. Rankings stabilized across more services.
Month end metrics:
- Organic sessions: ~13,300
- Organic users: ~10,400
- Page 1 tracked keywords: ~22
- Inquiries: ~180
July 2025
We doubled down on pages close to top positions, improved snippets again, expanded FAQs, and strengthened linking between treatment pages and cancer type pages.
Month end metrics:
- Organic sessions: ~14,100
- Organic users: ~11,100
- Page 1 tracked keywords: ~25
- Inquiries: ~198
August 2025
We refreshed underperforming pages, expanded supportive care content where relevant, and continued technical cleanup to keep index quality high.
Month end metrics:
- Organic sessions: ~14,500
- Organic users: ~11,500
- Page 1 tracked keywords: ~27
- Inquiries: ~210
September 1 to October 11, 2025
We focused on stability and scale: refined pages that gained traction, maintained internal linking, and kept trust and freshness signals consistent. Ranking coverage expanded across multiple oncology services and cancer types.
Month end metrics:
- Organic sessions: ~14,800
- Organic users: ~11,900
- Page 1 tracked keywords: ~28
- Inquiries: ~220
Before and After Proof Summary
Rankings improved because we cleaned the index, rebuilt high intent oncology pages, strengthened trust signals, and built clearer topical clusters. Better internal linking routed authority into the pages that convert, while snippet improvements helped pages earn more clicks once visibility improved.
- Page 1 keywords: 7 to 28
- Top 3 placements: 1 to 9
- Organic sessions: 9,400 to 14,800
- High intent service clicks: 860 to 2,340
- Inquiries: 110 to 220
What Made It Work
The biggest driver was structure plus trust. Oncology rankings improved when content was mapped cleanly to intent, pages were updated and reviewed, and internal linking showed real treatment pathways. Once the site clearly signaled expertise and relevance, rankings expanded across multiple services.
Disclaimer
The center 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, site history, and ongoing execution consistency.