Case Study: A 63% Increase In Clicks And A 414% Increase In Impressions For Specialty Clinic

An orthopedic surgery clinic in the United States hired us for SEO. From 2024 to 2025, the work we did for them led to some incredible improvements: 

  • Over a 3-month period in 2024: 10.1K clicks, 393K impressions
  • The same 3-month period in 2025: 16.5K clicks, 2.02M impressions 

That’s a 63% increase in clicks and an incredible 414% increase in impressions!

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To cap it all off, 2025 saw the highest single day of traffic in the site’s history! 

Our client is on top of the search results for “orthopedic surgeon NJ” – a keyword with 1000 searches a month.

Additionally, our client saw an incredible increase in organic site sessions – people who have visited their website thanks to our SEO efforts.

This client has seen a tremendous return on investment from every converted lead. 

Here’s how we did it.

Structuring Success

One of our first insights after performing a technical audit was that our client had a lot of high-quality content, but search engines and users were having a hard time finding it. The issues we found included:
  • Orphaned pages (pages without internal links) 
  • Site silos that did not capitalize on internal linking opportunities
To remedy this, our team took a highly analytical approach. We began by identifying every orphaned page using a number of SEO tools. We then categorized each page into its intent (treatment, condition, or other) and by body part (shoulders, feet, hands, etc.).

Once each and every page was categorized, we built out silos including each of those pages, making it easy to move from condition to condition, in an effort to help patients identify which conditions they might have and which treatments could be useful. We also refined the hub pages for each condition—more on that in the next section. 

The overall effect of these changes was a site that was easier for Google to index and understand, and simpler for users to navigate. This helped the site rank for long-tail, symptom, condition, and treatment-related keywords.

Building The Right Pages

One of the most effective tactics in SEO is to have a single page optimized for every single keyword you are targeting. There are two ways of going about this: Building a new page for a given keyword or optimizing an existing page for a given keyword.

For our client, a mix of both strategies was appropriate. A number of on-page optimizations were used to shore up existing pages, including:

  • Getting keywords into URLs, page titles and H1s, including our client’s business name in those page titles, and making all of the above easy to read and understand
  • Adding content to thin pages, especially body part category pages (elbows, wrists, shoulders, etc.)
 
When we did not have content for a given keyword, we created it. To find the content we were missing, we used a combination of keyword research and competitor analysis. We even monitored the traffic our competitors’ pages were getting over time, both to ensure we were targeting the right keywords and to see how our performance was affecting theirs.

Location, Location, Location

Our client has three locations across their region. The region where their clinics are located is near a metropolis; a large number of interlinking bedroom communities, suburbs, and boroughs presented an incredible opportunity to generate site traffic and quality leads.

We built location pages for over a dozen of these communities, with the end goal of linking all of these location pages to a location hub. Each location page was specifically tied to one of our client’s three clinics. We provided estimates on travel time from the community to the clinic and addressed some of the reasons that people in a given community might need an orthopedic surgeon.

This strategy was incredibly successful; our client skyrocketed to #1 for location-specific keywords in a matter of weeks. This optimization was only one part of our location strategy, though—we also optimized the Google Business Profiles for all three of our client’s clinics. Google Business Profile results have a higher click-through rate, driving even more traffic to the clinics.


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Building Authority

All websites benefit from high-quality backlinks (links from other websites), but some benefit from higher-quality backlinks than others. There’s a cost-benefit analysis you need to do; earning links from higher authority domains takes more time and resources, and there are diminishing returns for some sites.

For our client, the threshold for diminishing returns was quite high—as a medical clinic, they benefit more than most sites from very high-quality backlinks. To meet this need, we focused on press releases; the press releases we published were shared on sites owned by ABC, CBS, Fox, and NBC, and on the websites of a number of relevant regional newspapers (among others).

This strategy served to establish our client’s authority—newspapers and news television sites are highly trusted by Google, and the backlinks from these sites helped cement our client as an incredibly trustworthy orthopedic clinic. 

Ongoing Optimizations

Though we are extremely happy with the results we have achieved for our client, SEO is necessarily a long-term process; there’s always something more to optimize. As we continue to work with this client, we will:

  • Build more location pages, thanks to the success of the first pages we created
  • Continue to perform content inventories to:
  • Optimize content that is falling behind in rankings
  • Purge irrelevant, low-performing, and duplicate content
  • Keep up on competitor analysis and keyword research to keep our client on top of the search results for relevant queries

These ongoing optimizations will help our client retain the gains they have made and make new gains on relevant, high-volume, high-purchase intent keywords. 

 

Conclusion

Our client sees an incredible return on investment from every patient who finds them thanks to our search engine optimization; they are in an industry with very high profit margins, and they can see tens or even hundreds of thousands of dollars from a given patient. 

This means that the 63% increase in clicks from Google—an approximately 2200 click increase each month—can lead to tremendous profits, even with a very low conversion rate (and their conversion rate is not particularly low). 

Want to benefit from a constant stream of high-quality leads like our client? Call us for a free consultation today!