Bhagyashree SuroliaHealthcare SEO Expert · AI Search Specialist Book a Strategy Call
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Case files

Healthcare SEO case studies, written as case files

Each file shows the work: what was wrong, what I changed, how we measured it, and which way it moved. I don’t name clients. Some have worked with me for up to eight years and prefer it private, and I treat your data the same way.

File 01Multi-location healthcare group10 monthsLocal search and Maps

A multi-branch practice Google could barely read, turned into the one it shows on Maps

What I found
Near-zero local presence. A full crawl found 200+ indexation errors, duplicate location pages and no MedicalBusiness schema.
What I changed
Rebuilt every Google Business Profile, wrote location pages that each say something the others can’t, corrected citations across 60+ healthcare directories, and migrated the site with Core Web Vitals in scope.
How it was measured
Search Console, GA4, Business Profile insights and call tracking, read monthly against the same baseline.
Where it moved
  • Qualified enquiries 85+ a month, no paid media
  • Organic traffic up 127%
  • Map Pack appearances up 340%
  • Profile call clicks 4.2×
  • Load time 6.2s to 1.8s
  • Cited in AI Overviews for 6 condition searches

what you can reuse A location page earns its place only when it could not be swapped with another branch’s page.

File 02Three practices, separate locationsOngoingCannibalisation and local trust

Three practices that were competing with each other in search, separated

What I found
Overlapping service areas and overlapping pages, so the three sites took rankings from each other.
What I changed
A distinct URL structure and content hierarchy for each practice, MedicalOrganization and Physician schema, 50+ listings corrected, and a review routine each front desk could run.
How it was measured
Search Console by practice, listing audits and Google rating tracked month by month.
Where it moved
  • 60+ enquiries a month per practice
  • All three on page one for primary treatment searches
  • Listing consistency 97%
  • Google rating 3.8 to 4.7
  • Location page bounce 74% to 38%

what you can reuse Before adding content, decide which site owns which search. Everything else follows from that map.

File 03Specialist clinic12 monthsTechnical SEO and content

A technical overhaul first, then content built on what patients search before booking

What I found
A site that needed technical work before any new content could earn rankings.
What I changed
A technical overhaul, followed by a content strategy aimed at high-intent treatment searches.
How it was measured
Search Console and GA4 over twelve months.
Where it moved
  • Organic traffic up 312%
  • 47 high-intent searches in the top 3

what you can reuse Content published on a broken foundation is spend without return. Fix the foundation, then write.

File 04Residential treatment centreAfter a migrationRecovery and consolidation

Five clusters of competing pages untangled after a website migration

What I found
16 months of Search Console data and a full crawl showed five clusters (cost, trauma, addiction, location and comparisons) competing for the same searches, and URLs indexed twice.
What I changed
Consolidated each cluster around one page, fixed the duplicate indexing, rewrote titles and descriptions on the key pages, and turned an unanswered set of trust searches into new clinician-reviewed content.
How it was measured
Search Console by cluster, before and after.
Where it moved
  • Figures shared on a call

what you can reuse After a migration, look for pages fighting each other before you look for pages that are missing.

File 05Research30 lab websites · 4 countriesBenchmark

How ready lab websites are for search and AI answers

Half had no test-level pages and 43% had no structured data at all. The write-up names no lab.

Read the benchmark →

Sample planOrthopedic practice15 monthsA model, not a client result

How I would run a three-location orthopedic engagement

Demand mapped to the patient’s decision stage, procedure and physician pages rebuilt, and how each stage is measured.

Read the sample plan →

about these numbers Anonymised client work. Figures come from the client’s own Search Console, Analytics and call tracking. I walk you through the reports on a call, with identifying details removed. Ask to see a file on a call →

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