Case Study: Ranked Physical Therapy Keywords in 4 Months in Atlanta
In 2025, a physical therapy clinic in Atlanta partnered with Goforaeo to rank high intent physical therapy keywords and increase calls and appointment requests from organic search and Google Maps. 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: May 12, 2025 to September 12, 2025
Location: Atlanta, Georgia
Before vs after results:
- Page 1 PT keywords (tracked): 2 to 19
- Top 3 keywords (tracked): 0 to 6
- Clicks to PT pages (GSC): 140 to 520 per month
- Impressions to PT pages (GSC): 5,100 to 17,400 per month
- Organic inquiries (calls + forms): 16 to 58 per month
- GBP actions: 190 to 710 per month
- Top 3 map pack placements (tracked): 1 to 9
Context and Starting Point
Atlanta physical therapy searches are competitive and very local. People search things like physical therapy near me, back pain PT, knee pain therapy, sports rehab, and post surgery therapy. The clinic offered these services, but the website didn’t have clear pages for each one. Google had trouble matching the clinic to more searches, and users didn’t always find the right page to book.
We focused on simple wins that move rankings fast: better service pages, better internal links, cleaner local signals, and clearer booking CTAs.
Measurement Setup
We cleaned tracking before changes so growth could be measured properly. We also split reporting into two parts: organic SEO and Maps performance.
What we set up
- GA4 events for calls, forms, and appointment clicks
- Search Console filters for PT service pages and PT queries
- Rank tracking for Atlanta PT terms and service variations
- GBP insights tracking for actions and discovery searches
- Call tracking for website calls vs GBP calls (where possible)
- Weekly reporting dashboard with change notes
What Was Holding Rankings Back
The clinic had good care, but the site and listing were not built for search.
Key issues found
- One broad PT page tried to rank for many services
- Missing pages for high intent problems like back pain, knee pain, and sports injury rehab
- Thin content that didn’t answer common questions
- Weak internal linking, so important pages didn’t get enough strength
- GBP services were not fully filled out
- Citations had small NAP format differences
- Mobile CTAs were not clear enough, lowering conversions
Strategy Overview
We used a four month sprint plan with three simple goals: build the right pages, connect them properly, and make booking easy.
Workstreams
- Build and improve PT service pages and condition pages
- Add supporting content and FAQs based on real queries
- Improve internal linking and site structure
- Optimize GBP services, posts, and photos
- Clean citations and trust signals
- Improve page speed and mobile conversion flow
Service Pages and Condition Pages
We made sure each main search intent had a clear landing page. Each page was written in simple words and focused on booking.
Pages built or rebuilt
- Physical therapy in Atlanta (main hub)
- Back pain physical therapy
- Knee pain and ACL rehab support
- Sports injury rehab
- Post surgery rehab support
- Shoulder pain rehab support
- Balance and mobility therapy (if offered)
What we added to each page
- Quick explanation of who it helps
- Symptoms and when to book
- Treatment process in simple steps
- What to expect on the first visit
- FAQs based on Search Console questions
- Clear CTAs for call and appointment request
- Trust cues near CTAs: therapist credentials, reviews, insurance notes
Internal Linking That Helped Rankings Move Faster
Internal linking was a major reason rankings moved in 4 months. We made sure Google and users could find the important pages easily.
Linking changes
- Main PT hub page linked to every service page
- “Related services” blocks added on each page
- Blog posts linked to the right service pages
- Navigation updated so top pages were 1 to 2 clicks from the homepage
- Broken links fixed and orphan pages cleaned
Local SEO and Google Business Profile Work
Many PT calls come from Maps. We improved GBP so the clinic showed up for more discovery searches and looked more trustworthy.
GBP improvements
- Updated categories and expanded services with short descriptions
- Added appointment link with UTM tracking
- Weekly posts about availability, common injuries, and patient education
- Fresh photos added regularly: clinic, staff, equipment, therapy sessions
- Q&A improved with booking, insurance, and visit questions
Citation cleanup
- Standardized NAP and hours on major directories
- Fixed duplicates where found
- Ensured website URL matched everywhere
Conversion Improvements
We improved the booking path so new rankings turned into calls.
CRO updates
- Sticky call button on mobile
- CTA moved above the fold on main service pages
- Shorter form and clearer “what happens next” message
- Better contact section with hours, parking, and directions
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking, Looker Studio, Screaming Frog, PageSpeed Insights, Lighthouse, BrightLocal/Whitespark, Semrush/Ahrefs, Microsoft Clarity or Hotjar.
Timeline With Dates, Monthly Numbers, and Natural Notes
May 12 to May 31, 2025
We completed the audit, cleaned tracking, mapped keywords to pages, and fixed the biggest service page gaps first. GBP services were also expanded so the listing could match more Atlanta searches.
Month end metrics:
- Page 1 keywords: ~2
- PT page impressions: ~5,100
- PT page clicks: ~140
- Organic inquiries: ~16
- GBP actions: ~190
June 2025
We launched the first wave of condition pages, added FAQs from real queries, and improved internal linking into the pages we wanted to rank. Titles and meta descriptions were rewritten to match booking intent.
Month end metrics:
- Page 1 keywords: ~7
- Impressions: ~8,900
- Clicks: ~220
- Organic inquiries: ~24
- GBP actions: ~320
July 2025
We strengthened local trust signals with citation cleanup, kept GBP posts and photos consistent, and expanded the rehab pages that were already getting impressions. Mobile CTAs were improved so more visitors called.
Month end metrics:
- Page 1 keywords: ~13
- Impressions: ~12,800
- Clicks: ~360
- Organic inquiries: ~41
- GBP actions: ~520
August 12 to September 12, 2025
We refined pages based on query movement, strengthened internal links into pages sitting near positions 4 to 10, and improved conversion flow on the highest traffic pages. Rankings stabilized and more keywords reached page 1.
Month end metrics:
- Page 1 keywords: ~19
- Impressions: ~17,400
- Clicks: ~520
- Organic inquiries: ~58
- GBP actions: ~710
Before and After Proof Summary
Keywords ranked because the clinic had clear pages for the main problems people search, those pages were connected with strong internal linking, and local signals were consistent. GBP improvements increased discovery visibility, and conversion fixes helped turn clicks into calls.
- Page 1 keywords: 2 to 19
- Clicks: 140 to 520 per month
- Impressions: 5,100 to 17,400 per month
- Organic inquiries: 16 to 58 per month
- GBP actions: 190 to 710 per month
What Made It Work
The biggest driver was building the right pages in simple language, then connecting them properly. Once Google could clearly match the clinic to Atlanta PT searches and users had an easy way to book, rankings and inquiries improved quickly.