SEO Case Study: How a Dermatologist Increased New Patient Leads by 220%
On February 7, 2025, a San Diego based dermatologist partnered with Goforaeo because the clinic was getting good patient outcomes, but new patient inquiries from Google were not consistent. They were seeing some branded searches and referrals, yet many high intent treatment searches were going to large clinics and directory sites. They wanted a steady flow of qualified leads that turn into booked appointments.
This case study shares the timeline, monthly work, and the real numbers that showed clear growth in new patient leads from SEO and local visibility. The main focus was building treatment content that matches real patient searches and strengthening local signals across San Diego neighborhoods. Every number below uses the same lead rules so the before and after proof stays clean.
Project snapshot: location, campaign dates, and reporting
Location: San Diego, California, with most new patients coming from nearby areas like La Jolla, Mission Valley, North Park, Hillcrest, and Clairemont. The clinic provides medical dermatology and a small set of cosmetic services, so search intent varies by topic. Mobile searches were a major source of leads, especially for urgent skin concerns.
Campaign dates: February 7, 2025 to October 22, 2025.
Timeframe: a little over 8 months, with monthly reporting using GA4, Google Search Console, call tracking, and Google Business Profile actions. We reviewed progress monthly and used data to decide what to build next.
Clinic background: what the practice offered and what was limiting growth
The clinic offers medical dermatology services such as acne care, eczema treatment, psoriasis management, rosacea support, mole checks, and skin cancer screening. Once patients booked, reviews were strong and retention was good. That showed the real issue was not patient experience.
The growth issue was mostly about visibility and page usefulness. Treatment pages were thin, some high demand topics had no dedicated pages, and local intent coverage was weak. The site also did not answer important questions like what to expect, when to book, and how fast appointments are available.
What was holding results back: main problems we found
In the audit, we noticed several pages competing for the same keyword. We also saw treatment topics mixed together on generic service pages, which makes it harder for Google to match pages to specific queries. Patients searching for a condition want a clear page about that condition, not a long list of services.
We also saw mobile friction in the booking path. The form asked for too much too early, click to call was not always visible, and some pages loaded slowly. For healthcare, speed and clarity matter a lot because people often search while stressed.
Key blockers we fixed:
- Duplicate titles and similar meta descriptions across service pages
- Thin treatment content that did not match real search questions
- Weak internal linking to the most important treatment pages
- Local signals not strong enough for neighborhood searches
- Booking friction on mobile: long forms and weak CTAs
Who the SEO work was for: patient groups we built around
Most new patient leads came from three patient groups. Each group searches differently, so the site needed pages that match the exact intent. That is what helped rankings and conversions improve together, not separately.
Patient groups and common intent:
- Urgent concern patients: rash, sudden flare ups, painful acne breakouts, skin infections
- Long term condition patients: eczema, psoriasis, rosacea, hair loss support
- Preventive care patients: mole checks, skin exams, skin cancer screening
Tracking setup and baseline numbers: clean measurement before scaling
Before publishing new pages, we fixed tracking so results could be trusted. We tracked calls, appointment requests, and Google Business Profile actions, and we separated organic and local leads from paid sources. We also used call duration rules so short calls did not inflate results.
Baseline period: January 1, 2025 to January 31, 2025.
Baseline organic sessions: 7,980.
Baseline new patient leads from organic and local: 45.
Lead definition used in every month:
- Appointment request form submissions
- Calls from organic search and Google Business Profile with duration 45 seconds or more
- Direction clicks from Google Business Profile showing visit intent
- Click to call taps from key treatment pages tracked as events
Strategy overview: why this approach worked for a dermatologist
We didn’t try to rank for broad keywords like “best dermatologist.” We focused on condition and treatment searches that show intent, built pages that answered exact patient questions, and strengthened local relevance so neighborhood searches in San Diego led to the right pages.
The plan had five parts, and we followed them in order so each step supported the next step. That helped the campaign stay clean and measurable month by month. It also made it easier for the clinic to understand progress and see what was driving the leads.
The five parts of the plan:
- Fix technical issues and speed: so pages load fast and Google crawls cleanly
- Build treatment pages that match intent: so patients find the right answers quickly
- Create local service area pages: so neighborhood searches land on relevant pages
- Strengthen trust signals: so new patients feel safe contacting the clinic
- Remove booking friction: so more visits turn into real leads
Phase 1: technical cleanup and foundation fixes
In February 2025, we started with a full crawl, index review, and page-speed checks. We found duplicate titles, thin service content, slow load times on key landing pages, and internal linking gaps that made important treatment pages hard to reach.
To strengthen the foundation, we fixed the basics first because even great content struggles when a site is slow or confusing. Mobile performance was improved, redirect chains were cleaned up, indexation was tightened so Google focused on the right pages, and navigation was refined so treatment pages were easier to find.
What changed in the foundation: cleaner signals and better crawl paths
Metadata patterns were standardized so each treatment page had a unique title and description. Canonical signals were corrected where needed, low-value pages were removed from the index to reduce clutter, and internal linking was rebuilt so treatment pages were supported by the main services hub.
Foundation changes completed:
- Reduced duplicate metadata across service pages
- Improved internal linking from services to treatments
- Cleaned index clutter so Google focused on high intent pages
- Improved mobile speed on top landing pages
Phase 2: treatment content built around real patient questions
During late February and March 2025, we mapped keywords to page types, not just keywords. Acne intent is different from mole check intent, and “near me” searches behave differently than informational searches. When these are mixed together, rankings and conversions usually suffer.
We built dedicated treatment pages for high intent topics. Each page covered symptoms, what causes it, treatment options, what a visit looks like, and when to book. We kept the language simple and used clear sections so patients could scan quickly on mobile.
Treatment page structure we used:
- Symptoms and when it becomes urgent
- What to expect during the visit
- Treatment options and common timelines
- FAQs based on patient calls and front desk questions
- Clear booking CTAs with click to call and request appointment
Phase 3: Local SEO improvements for San Diego intent
From March to October 2025, we built local relevance step by step. Many patients search by neighborhood, not just “San Diego dermatologist.” We created local pages that connect location intent with treatment intent, without keyword stuffing or copied text.
We also improved Google Business Profile activity so the clinic showed up more often for local searches. That included better categories, services, photos, Q and A updates, and steady posting. We supported local trust with citation consistency and review response routines.
Local work completed:
- Neighborhood pages built with real context and treatment links
- Google Business Profile services and categories improved
- Photo updates and posts added consistently
- Citations cleaned for name, address, phone accuracy
- Review responses improved to keep signals active
Phase 4: conversion improvements in the booking path
In June 2025, traffic was rising but leads were not rising at the same pace. That usually means friction in the booking path. We reviewed mobile behavior and found unnecessary form fields, weak value messaging near the form, and call buttons that were easy to miss.
We simplified forms, improved error handling, and made click to call clearer on key treatment pages. And we also added trust blocks near booking actions like physician credentials, what to expect, insurance notes, and realistic appointment timelines. These small changes reduced hesitation and increased lead completion.
Conversion changes completed:
- Shortened appointment request form fields
- Improved click to call placement on mobile
- Added trust sections near CTAs on top pages
- Clarified appointment expectations and next steps
Monthly execution and performance data: February 2025 to October 2025
Below is the month by month view from February 2025 to October 2025. Each month includes what we shipped and what changed from organic and local sources. All numbers are organic and local only, tracked through GA4, call tracking, and Google Business Profile actions.
This section is detailed because it shows the work behind the outcome. Each month has results and a clear list of items completed. That makes the growth easy to validate without guessing.
February 2025: tracking fixes and removal of technical blockers
In February, we focused on measurement, crawl issues, and speed improvements. We also rebuilt internal linking so important treatment pages were not buried. This month was mostly foundation work to support better rankings later.
February results:
- Organic sessions: 8,320
- New patient leads: 52
Work shipped in February:
- Tracking cleanup: 9 conversion events finalized
- Speed fixes on key pages: 12 priority pages improved
- Crawl and index cleanup: 18 issues closed
- Internal links added: 120 plus to support treatment pages
March 2025: core treatment pages published and intent match improved
In March, we launched the first set of full treatment pages and rewrote older service pages with impressions but low clicks. We improved titles and structure so patients found answers faster. We also added clearer appointment CTAs on high intent pages.
March results:
- Organic sessions: 9,050
- New patient leads: 63
Work shipped in March:
- Treatment pages published: 4
- Service pages rewritten: 4
- FAQ sections added: 6
- Internal links added: 180 plus
- Schema improvements on key pages: 6
April 2025: local pages built and Google Business Profile improved
In April, we expanded local intent coverage and improved Google Business Profile. We updated categories, services, and added fresh photos and Q and A updates. This helped the clinic show up more often for “near me” searches in San Diego.
April results:
- Organic sessions: 10,120
- New patient leads: 74
Work shipped in April:
- Local pages published: 3
- GBP updates completed: 20 plus changes
- Citations corrected: 25 plus listings
- Local internal links added: 120 plus
May 2025: treatment expansion and trust signals added
In May, we published more treatment pages and strengthened trust across the site. For medical topics, trust is a conversion driver, so we added physician bio details and care process notes. We also improved internal links from supporting content into treatment pages.
May results:
- Organic sessions: 11,300
- New patient leads: 86
Work shipped in May:
- Treatment pages published: 3
- Guide pages published: 2
- Trust blocks added to key pages: 10
- FAQ sections expanded: 18
- Internal links added: 210 plus
June 2025: booking flow improvements and mobile conversion fixes
In June, we simplified the booking path to reduce drop offs. We shortened forms, improved click to call visibility, and strengthened value messaging near the form. We also improved speed on appointment and contact pages.
June results:
- Organic sessions: 12,450
- New patient leads: 99
Work shipped in June:
- Form fields reduced by: 30%
- CTA placements updated: 16
- Speed fixes applied to: 6 key pages
- Trust sections added near CTAs: 12
July 2025: content refresh for mid rankings and more neighborhood coverage
In July, we refreshed pages ranking between positions 5 and 15. These pages often need clearer answers, better subheadings, and stronger internal links. We also added two more neighborhood pages and improved local linking.
July results:
- Organic sessions: 13,780
- New patient leads: 114
Work shipped in July:
- Pages refreshed: 20
- New local pages published: 2
- Internal links added: 240 plus
- Local FAQs added: 12 sections
- Review response routine implemented: weekly process
August 2025: scale winning treatments and strengthen local authority
In August, we doubled down on treatments driving leads. We expanded related sections, improved visuals and alt text, and strengthened “when to see a dermatologist” sections. We continued local work with GBP activity and citation cleanup.
August results:
- Organic sessions: 15,260
- New patient leads: 128
Work shipped in August:
- Treatment pages expanded: 18
- Supporting condition pages added: 4
- GBP posts published: 8
- Citations updated: 30 plus
- Internal links added: 190 plus
September 2025: long tail treatment topics and CTR improvements
In September, we targeted long tail searches with strong booking intent. These are searches where the patient is close to contacting a clinic. We also rewrote titles and meta descriptions for pages with high impressions but low clicks.
September results:
- Organic sessions: 16,900
- New patient leads: 139
Work shipped in September:
- Long tail pages published: 8
- Metadata rewrites completed: 28
- FAQ expansions added: 20 plus sections
- Internal links added: 210 plus
October 2025: strongest month and final proof period
In October, the site had enough depth that Google ranked the clinic across multiple treatment and neighborhood searches. Treatment pages brought steady volume, local pages captured area based searches, and the booking path was smoother. Lead growth was consistent, not a one time spike.
October results through October 22, 2025:
- Organic sessions: 18,200
- New patient leads: 144
Work shipped in October:
- Final refreshes shipped: 14 pages
- Internal links added: 160 plus
- GBP improvements completed: 12 updates
- Booking page updates completed: 6
Before vs after proof: new patient leads increased by 220%
Baseline period: January 1, 2025 to January 31, 2025 with 45 new patient leads from organic and local. Comparison period: October 1, 2025 to October 22, 2025 with 144 new patient leads from organic and local.
That change from 45 to 144 is a 220% increase in new patient leads, measured through GA4 conversions, call tracking, and Google Business Profile actions. Organic sessions also increased from 7,980 in January to 18,200 in October, showing growth came from better visibility and better intent match.
What drove the growth: the real reasons behind the lead lift
The biggest driver was building treatment pages around clear intent. Patients do not search for “dermatology services” when they are worried about a problem. They search for the condition, the treatment, and the location, and they want a clear next step.
The second driver was local coverage that matched San Diego searches. Neighborhood pages and GBP improvements helped the clinic show up more often for local intent terms. It also helped Google connect the practice with specific areas people search from.
The third driver was conversion work. The clinic already had strong care, but the site had friction. Once the booking flow was shorter and click to call was visible, more visits turned into real leads.
Tools used by Goforaeo in this campaign
We used a practical tool stack to diagnose issues, plan work, and prove results. Tracking and reporting tools made sure improvements could be tied to new patient leads. Audit tools helped us find what to fix and what to scale.
Tools used:
- GA4: organic sessions, conversion events, lead tracking
- Google Search Console: impressions, clicks, CTR, query insights
- Google Business Profile: calls, direction actions, local engagement
- Call tracking: call source separation, call quality review
- Screaming Frog: crawl audits, metadata issues, internal link checks
- PageSpeed Insights and Lighthouse: speed checks and Core Web Vitals reviews
- Ahrefs and Semrush: keyword research, competitor gaps, topic planning
- Looker Studio: monthly reporting dashboards
- Microsoft Clarity: user behavior review on treatment pages and booking flow
What other clinics can take from this
This case study works as a simple model for local healthcare SEO. Fix measurement first so results are clean, then build intent based treatment pages that answer real questions. Add local pages only when they are helpful, and connect them directly to treatments patients actually search for.
Also, do not treat SEO and conversion as separate projects. Rankings bring the visit, but the booking path turns that visit into a patient lead. When both improve together, growth becomes steadier and easier to maintain.
Closing summary: where the clinic stood on October 22, 2025
By October 22, 2025, the San Diego dermatologist increased new patient leads from 45 to 144, which is a 220% jump from organic search and local results. Organic sessions more than doubled, and the clinic gained visibility across treatment and neighborhood searches. The results came from consistent monthly work, stronger treatment content, better local signals, and a smoother booking experience.