Case Study: Ranked a Multispecialty Clinic in 6 Months in Los Angeles
In 2025, a multispecialty clinic in Los Angeles partnered with Goforaeo to increase organic visibility across several departments and turn that visibility into steady calls and appointment requests. The clinic name is anonymized due to an NDA, and the metrics below are taken from Google Search Console, GA4, Google Business Profile insights, call tracking, and local rank tracking for the dates listed.
Snapshot of Results
Timeframe: April 22, 2025 to October 22, 2025
Location: Los Angeles, California
Before vs after results:
- Services with page 1 rankings: 2 to 10 service areas
- Tracked keywords on page 1: 7 to 38
- Top 3 keyword placements: 1 to 12
- Monthly organic users: 1,380 to 4,120
- Monthly organic sessions: 1,960 to 5,760
- Monthly inquiries (calls + forms + appointment clicks): 52 to 176
- GBP actions: 410 to 1,340 per month
- Top 3 map pack placements: 3 to 14 tracked service keywords
Context and Starting Point
Multispecialty clinics often struggle in SEO because many services overlap. One page ends up trying to rank for everything, or multiple pages compete with each other. In LA, that problem becomes bigger because hospitals, large medical groups, and directory sites dominate competitive terms.
At the start, the clinic had a few services showing on page 1, but most departments were stuck on page 2 to page 5. Search Console showed impressions across many services, but clicks were low because the site structure did not give Google clear targets for each specialty. The booking path was also inconsistent, especially on mobile, so even qualified traffic wasn’t converting well.
Our focus was to build a clean service structure, strengthen topical authority, align local signals, and improve conversions so growth became measurable inquiries.
Measurement Setup and Reporting
Before content and structure work began, we cleaned tracking and created service level reporting. This allowed Goforaeo to see which departments improved and which pages were still cannibalizing.
What we set up
- GA4 events for call clicks, appointment clicks, and form submissions
- Call tracking to separate website calls from listing calls where possible
- Search Console query grouping by specialty and landing pages
- Rank tracking for LA specialty keywords and map pack terms
- Looker Studio dashboard with weekly notes and deployment dates
- Page template tagging so we could compare “old vs rebuilt” templates
Diagnosis: What Was Blocking Rankings
We audited technical SEO, page structure, GBP, and competitor pages. The clinic had good services but weak structure and mixed signals.
Key issues found
- Several services were bundled into one general “services” page
- Similar pages were competing, causing keyword cannibalization
- Thin service pages that didn’t answer high intent questions
- Weak internal linking into priority departments
- Titles and meta descriptions were generic, lowering CTR
- Local signals were inconsistent across the website and GBP
- Mobile pages were slow and hard to scan, increasing drop off
- Doctor pages were not connected well to service pages
Strategy Overview
We used a six month system that works well for multispecialty clinics. First we fixed technical and structure issues, then we rebuilt service pages with strong intent targeting, then we scaled supporting content and internal links. Local alignment and conversion improvements ran throughout.
Workstreams
- Technical cleanup and index control to reduce bloat
- Specialty page rebuilds with clear keyword mapping
- Supporting content clusters per department
- Internal linking architecture to distribute authority
- GBP service expansion and engagement cadence
- Conversion improvements across high intent templates
- Ongoing refinement using query movement and lead data
Technical SEO and Index Control
Multispecialty sites often create a lot of low value pages unintentionally. We reduced crawl waste and made sure important pages were indexable and easy to find.
Technical actions completed
- Fixed duplicates, canonicals, and inconsistent URL paths
- Removed or noindexed thin tag and filter pages
- Cleaned broken links and redirect chains
- Improved crawl depth to key departments through navigation and hubs
- Improved mobile speed with image compression and script cleanup
- Added schema where eligible: MedicalOrganization, Physician, LocalBusiness, FAQ
Specialty Page Rebuilds That Drove Rankings
We rebuilt each specialty page as a decision page. Each page targeted one department and one main intent, then included related sub services on the same page without creating thin pages.
Specialties built or expanded
- Primary care
- Women’s health
- Orthopedics or pain related services
- Dermatology or skin care services
- Cardiology screening style pages
- Imaging or lab services
- Urgent appointment services where applicable
- Specialty follow up pages based on demand
What we added to each specialty page
- Clear above the fold “what we help with” and “how to book”
- Symptoms and conditions treated sections
- Treatment and visit process sections
- Insurance and new patient guidance where appropriate
- FAQ blocks pulled from Search Console queries
- Trust cues near CTAs: credentials, reviews, clinic process
- Mobile friendly call and appointment CTAs
Supporting Content Clusters per Department
For LA, topical depth mattered. We built a cluster system where each specialty had supporting pages that ranked for long tail intent and pushed authority into the main specialty page.
Cluster structure
- One main department page as the primary rank target
- 4 to 8 supporting pages per department based on query demand
- “Symptoms and next steps” content that routes users to booking pages
- Internal links designed to pass authority, not just navigation links
Examples of content topics used
- When to see a specialist for specific symptoms
- What to expect during common visits
- Recovery and follow up timelines (written carefully)
- Insurance and appointment prep guides
- Comparison topics that match real search behavior
Internal Linking and Architecture
Internal linking was critical for multispecialty ranking because it prevents confusion and helps Google understand page relationships.
Internal linking changes
- Created a clean services hub that links to every department
- Built “related services” blocks on specialty pages
- Linked doctor pages back to the right specialties and vice versa
- Strengthened navigation and breadcrumbs for clarity
- Consolidated overlapping pages to reduce cannibalization
- Improved internal anchor text to match intent naturally
Local SEO Alignment for Los Angeles
Local signals helped both organic and Maps performance. We aligned services and naming across GBP, citations, and website pages.
Local work completed
- Expanded GBP services with short descriptions per department
- Updated categories and attributes based on service demand
- Added appointment links with UTM tracking
- Started weekly GBP posts and consistent photo updates
- Citation cleanup for consistent NAP, hours, and URLs
- Strengthened on page LA signals naturally, including neighborhoods served where appropriate
Conversion Improvements to Increase Inquiries
Ranking is only half the win. We improved conversion flow so increased traffic became calls and bookings. Most conversions happened on mobile.
CRO upgrades
- Sticky click to call button on mobile templates
- Above the fold CTAs on specialty pages
- Shortened appointment forms and improved confirmation messaging
- Added “what happens next” and response time notes
- Improved contact page routing by department
- Added trust blocks near CTAs to reduce hesitation
Tools Used
Google Search Console, GA4, Google Business Profile insights, call tracking, Looker Studio, Screaming Frog, PageSpeed Insights, Lighthouse, BrightLocal or Whitespark, Semrush/Ahrefs, Microsoft Clarity or Hotjar, Google Tag Manager.
Timeline With Dates, Monthly Numbers, and Natural Notes
April 22 to April 30, 2025
We completed the audit, cleaned tracking, mapped keywords to departments, and identified cannibalization across specialties. Quick technical fixes and the first specialty page rebuilds began.
Month end metrics:
- Organic users: ~1,380
- Organic sessions: ~1,960
- Page 1 keywords: ~7
- Inquiries: ~52
- GBP actions: ~410
May 2025
We rebuilt core department pages with clearer intent targeting, improved titles and meta descriptions for CTR, and started internal linking into the pages that needed to rank. GBP services were expanded to match departments.
Month end metrics:
- Organic users: ~2,010
- Organic sessions: ~2,760
- Page 1 keywords: ~14
- Inquiries: ~74
- GBP actions: ~620
June 2025
We launched supporting content clusters for the first departments, added FAQs from real queries, and improved mobile CTAs and form flow on top converting pages.
Month end metrics:
- Organic users: ~2,680
- Organic sessions: ~3,720
- Page 1 keywords: ~21
- Inquiries: ~102
- GBP actions: ~810
July 2025
We scaled the cluster system to more specialties, refined internal linking, and cleaned citations to strengthen local trust and ranking stability.
Month end metrics:
- Organic users: ~3,240
- Organic sessions: ~4,540
- Page 1 keywords: ~27
- Inquiries: ~129
- GBP actions: ~980
August 2025
We focused on pages sitting between positions 4 to 12, expanded topical depth, improved snippets, and strengthened trust signals near CTAs to increase inquiries.
Month end metrics:
- Organic users: ~3,760
- Organic sessions: ~5,180
- Page 1 keywords: ~33
- Inquiries: ~152
- GBP actions: ~1,160
September 22 to October 22, 2025
We doubled down on the specialties producing the most leads, refreshed underperformers, and maintained GBP posting and photo cadence so rankings held while conversions improved.
Month end metrics:
- Organic users: ~4,120
- Organic sessions: ~5,760
- Page 1 keywords: ~38
- Inquiries: ~176
- GBP actions: ~1,340
Before and After Proof Summary
The clinic ranked across multiple specialties because each department had a clear page target, supporting clusters built topical authority, and internal linking distributed authority correctly. Local alignment improved visibility for LA intent searches, and conversion improvements ensured growth produced calls and bookings.
- Services with page 1 rankings: 2 to 10
- Page 1 keywords: 7 to 38
- Organic users: 1,380 to 4,120 per month
- Inquiries: 52 to 176 per month
- GBP actions: 410 to 1,340 per month
What Made It Work
The biggest driver was structure. Once we mapped each service to a dedicated department page and supported it with a content cluster, Google could rank the clinic across multiple specialties without confusion. Internal linking prevented cannibalization, local signals improved trust, and mobile conversion fixes ensured more visitors became patients.