SEO Case Study: Increased Referral Traffic & Patients 3X in 8 Months in Phoenix
In 2025, a clinic in Phoenix partnered with Goforaeo to grow referral traffic and turn those referrals into measurable patient inquiries. The clinic name is anonymized due to an NDA, and the metrics below come from GA4, UTM tagged referral sources, call tracking, appointment form reporting, and backlink monitoring for the dates listed.
Snapshot of Results
Timeframe: February 10, 2025 to October 10, 2025
Location: Phoenix, Arizona
Before vs after results:
- Referral sessions: 420 to 1,320 per month (3X)
- Referral users: 310 to 1,010 per month
- Patients attributed to referral sources: 22 to 68 per month
- Referral to inquiry conversion rate: 5.2% to 6.6%
- Top referral sources sending volume: 4 to 14 sources
- New referring domains earned: 6 to 41
- Assisted conversions influenced by referral traffic: 38 to 116 per month
Context and Starting Point
The clinic was relying heavily on organic and Maps traffic, but referral traffic was small and inconsistent. Competitors were getting steady patient flow from local partnerships, niche directories, and community resources. The clinic had good services, but it wasn’t being referenced enough in places patients actually browse when deciding.
The goal was not “more backlinks for the sake of it.” It was to build referral channels that send real people and create real appointments. We focused on sources that fit Phoenix healthcare behavior: local directories, partner networks, community organizations, and niche sites where intent is high.
Measurement Setup and Attribution
Referral growth only matters if attribution is clean. We fixed tracking so every referral source could be measured, and we ensured leads were not double counted between referral, organic, and GBP.
What we tracked
- Referral sessions and users (GA4)
- Referral source level conversions (calls, forms, appointment clicks)
- New patients attributed to referral sources (CRM or lead log validation)
- Assisted conversions and multi session paths (GA4)
- Link growth and referring domains (Ahrefs/Moz/Semrush)
What we set up
- UTM standards for partner links and directory links
- GA4 conversion events for call clicks, forms, appointment clicks
- Call tracking to separate referral calls where possible
- Looker Studio dashboard with source level reporting
- Monthly partner and directory audit list with status tracking
Diagnosis: Why Referral Traffic Was Low
We reviewed existing referrals and link sources. The clinic wasn’t doing anything “wrong,” it simply didn’t have enough distribution. Most citations were basic and didn’t drive real clicks. Some partner opportunities existed but weren’t activated.
Key issues found
- Clinic was listed on some directories, but profiles were thin or incomplete
- Few niche or local community placements that actually send traffic
- No structured partner outreach plan
- Some referral links pointed to the homepage, not service pages
- Landing pages weren’t optimized for referral intent, lowering conversion rate
- Lack of trackable links meant referral impact was unclear
Strategy Overview
We built referral traffic through three channels: high intent directories, local partnerships, and content placements that earn clicks. We also optimized referral landing pages so that visitors coming from third party sources converted into calls and appointments.
Workstreams
- Directory profile upgrades focused on click driving sources
- Local partnership outreach and co marketing placements
- Digital PR and community placements for Phoenix relevance
- Landing page and conversion flow improvements for referral visitors
- Tracking and reporting improvements for source level proof
Channel 1: High Intent Directory and Profile Upgrades
We prioritized directories and platforms that actually send patient traffic, not only citation value. The key was profile depth and conversion ready placement.
What we improved
- Updated descriptions to match services and patient intent language
- Added appointment links and tracked phone numbers where allowed
- Added photos, service lists, insurance notes, and hours
- Ensured consistent NAP and URLs across profiles
- Built niche placements relevant to the clinic specialty
Examples of directory types targeted
- Healthcare specific directories and local provider finders
- Insurance provider directories (where applicable)
- Phoenix community resource directories
- Specialty directories where users compare providers
Channel 2: Partnerships That Send Patients
We built partnerships that naturally create referrals. These are often the highest quality traffic sources because visitors arrive with trust.
Partnership targets
- Local gyms, rehab centers, labs, imaging centers
- Community organizations and wellness groups
- Employers and benefit networks (where applicable)
- Local event sponsor pages and community calendars
- Complementary providers with non competing services
How we activated referrals
- Partner resource pages linking to the clinic’s relevant service page
- Co created educational content with cross linking
- Listing placements on partner “recommended providers” pages
- Event and community sponsorship placements with trackable links
Channel 3: Digital PR and Local Content Placements
We created local story angles that earned placements on blogs and community sites. The goal was referral clicks and brand trust, not vanity press.
PR angles used
- Seasonal healthcare topics relevant to Phoenix
- Patient checklists and guides useful for local audiences
- Community event participation and resource support
- Expert commentary and short Q&A contributions
Referral Landing Page Optimization
Referral visitors behave differently from organic visitors. They arrive with some trust but want quick confirmation and next steps. We optimized landing pages to match that behavior.
Changes made
- Dedicated landing pages for top referral sources where needed
- Clear above the fold confirmation and next step CTA
- Shorter appointment forms and stronger mobile click to call
- Trust blocks: reviews, clinician credentials, insurance, what to expect
- Better internal routing to the right service page after landing
Tools Used
GA4, Google Tag Manager, UTM builder, call tracking (CallRail or similar), Looker Studio, Ahrefs/Moz/Semrush backlink monitoring, Screaming Frog, PageSpeed Insights and Lighthouse, Microsoft Clarity or Hotjar, CRM or lead log validation.
Timeline With Dates, Monthly Numbers, and Natural Notes
February 10 to February 28, 2025
We audited existing referral sources, cleaned GA4 attribution, built UTM standards, and identified the best click driving directories and partner targets in Phoenix. Quick wins were upgrading the highest potential profiles first.
Month end metrics:
- Referral sessions: ~420
- Referral users: ~310
- Referral patients: ~22
- Top referral sources sending volume: ~4
March 2025
We upgraded the first wave of directory profiles, ensured links pointed to the right service pages, and started outreach to local partners for referral placements.
Month end metrics:
- Referral sessions: ~540
- Referral users: ~390
- Referral patients: ~28
- Top sources: ~6
April 2025
We secured early partner placements, launched co marketed resources, and improved landing pages used by referral visitors, so the traffic converted better.
Month end metrics:
- Referral sessions: ~690
- Referral users: ~510
- Referral patients: ~35
- Top sources: ~8
May 2025
We expanded niche directory coverage, added more Phoenix community placements, and started a small PR cycle around seasonal topics to earn referral clicks.
Month end metrics:
- Referral sessions: ~830
- Referral users: ~620
- Referral patients: ~43
- Top sources: ~10
June 2025
We doubled down on the channels sending the best patients, improved partner pages for stronger visibility, and refined CTAs and forms to increase referral conversion rate.
Month end metrics:
- Referral sessions: ~980
- Referral users: ~740
- Referral patients: ~52
- Top sources: ~12
July 2025
We continued partnership expansion, reclaimed unlinked mentions, and improved tracking so assisted conversions were visible when referrals returned later through organic or direct.
Month end metrics:
- Referral sessions: ~1,120
- Referral users: ~860
- Referral patients: ~59
- Top sources: ~13
August 10 to October 10, 2025
We focused on stability and scale: expanded the best partner relationships, refreshed underperforming profiles, and continued community placements to keep traffic consistent.
Month end metrics:
- Referral sessions: ~1,320
- Referral users: ~1,010
- Referral patients: ~68
- Top sources: ~14
Before and After Proof Summary
Referral traffic grew because we improved profile depth on click driving directories, built local partnerships that naturally send patients, and optimized landing pages for referral visitors. Tracking improvements ensured referral impact was visible even when patients returned later through another channel.
- Referral sessions: 420 to 1,320 per month
- Referral patients: 22 to 68 per month
- Top referral sources sending volume: 4 to 14
- New referring domains: 6 to 41
What Made It Work
The key was focusing on referral sources that actually send traffic and patients, not just SEO value. Partner placements brought the highest quality visitors, directory upgrades added scale, and conversion improvements ensured referral traffic turned into booked patients.
Disclaimer
The clinic 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, operational follow up speed, and ongoing partnership consistency.