Healthcare / Physical Therapy SEO Case Study
In a matched 90-day comparison, search impressions rose from 85K to 846K and clicks rose from 510 to 3.03K after the website, SEO, and content work.
Healthcare / Physical Therapy
Website consulting, SEO, analytics, and conversion tracking
Site migration, technical SEO, content strategy, GTM, and conversion tracking
10 months+
What We Worked On
Moved the site into a stable production environment, updated WordPress, connected GA4 and Search Console, and resubmitted XML sitemaps.
Established a dependable starting point for search reporting and future site work.
Simplified navigation, cleaned legacy URLs and redirects, improved internal linking, and resolved homepage metadata, heading, and mixed-content issues.
Made the site easier to use, crawl, and maintain.
Configured SEO tooling, updated metadata across priority pages, and corrected title-tag, heading, and content-structure issues on service pages.
Made key pages clearer for patients and better matched to the searches they use.
Improved Google Business Profile signals, listings consistency, and educational content about topics patients search for.
Improved local discovery and brought in more non-branded search traffic.
Manage Google Tag Manager, conversion events, campaign measurement, and the custom WordPress plugin that supports marketing, technical, and SEO operations.
Shows how search and paid campaigns contribute to inquiries and other site actions.
Visual Comparison
How it started
Calibration Physical Therapy is a local physical therapy clinic that needs its website to build trust quickly, explain services clearly, and support patient discovery through both local search and educational content.
At the start of the engagement, the site needed a technical cleanup, clearer page structure, stronger local search signals, and better analytics. Key service information and content also needed attention.
How It Started
Homepage
How It Started / Mobile
Mobile Homepage
How It Started
Service Page
How It Started
About Us Page
How It Started
Blog Landing Page
How It Started
Blog Post Template
How It Started
What We Treat Page
How It Started
How We Treat Page
How It Started
Contact Page
Baseline visual and UX issues
Site infrastructure
The site needed migration, cleaner plugin/core maintenance, and properly connected search and analytics tooling.
Navigation and crawlability
Legacy URLs, redirects, and internal linking made the site harder to understand and maintain.
Service-page search support
Priority pages needed stronger metadata, headings, and page structure.
Local search presence
Profile completeness and listing consistency left room for stronger local discovery.
Constraints at the start
The site needed to be stable before traffic and ranking changes could be evaluated
Search improvements needed to come from useful pages, not thin SEO copy
The setup needed to support future content and reporting without extra complexity
How it's going
After three months, the site had cleaner service pages, stronger local search signals, and more search traffic from educational content.
How It's Going
Homepage
How It's Going / Mobile
Homepage On Mobile
How It's Going
Services Page
How It's Going
Service Page Template
How It's Going
Blog Landing Page
How It's Going
Blog Post Template
How It's Going
About Us Page
How It's Going
Contact Us Page
What changed visually
Site infrastructure
The site now runs on a stable production setup with GA4, Search Console, updated sitemaps, and a cleaner technical baseline.
Navigation and crawlability
Navigation, redirects, and internal links are cleaner, which improves usability, crawlability, and long-term SEO health.
Service-page search support
Service pages are better aligned with search intent and easier to expand as the engagement grows.
Local search presence
Google Business Profile and listing improvements contributed to stronger Maps visibility and more local interactions.
What comes next
Add more content about ACL care, pre-op education, and dry needling
Link educational articles to relevant services and appointment pages
Keep the Google Business Profile, reviews, and local pages up to date
Top-Performing Content
Top page
Search Console clicks
1,006 clicks · Position 8.11
A high-volume educational article that now reaches page-one average visibility for a competitive patient question.
View ACL injury articleTop page
Search Console clicks
897 clicks · Position 6.82
Educational content is bringing in discovery traffic around a practical, problem-focused search topic.
View Back pain after deadliftingTop page
Search Console clicks
437 clicks · Position 8.13
A focused rehabilitation topic that supports broader visibility beyond branded searches.
View Hip labral injury exercisesSearch Visibility
Search Console results from before and after the website, SEO, and content work began.
These figures compare two 90-day periods. They describe this engagement’s results and are not a guarantee of future performance.
5.80K
Past 12 monthsGoogle Search Console web search clicks from 7/17/25-7/16/26.
1.51M
Past 12 monthsGoogle Search Console web search impressions from 7/17/25-7/16/26.
9.83
Past 12 monthsAverage Google Search position from 7/17/25-7/16/26. Lower is better.
Search growth
846K impressions
Before: 85K impressions
Change: +890%
Matched 90-day comparison: 7/17/25-10/14/25 versus 4/18/26-7/16/26.
3.03K clicks
Before: 510 clicks
Change: +493%
Matched 90-day comparison: 7/17/25-10/14/25 versus 4/18/26-7/16/26.
8.59 average position
Before: 29.48 average position
Change: 20.89-position improvement
Matched 90-day comparison. Lower average position is better.
Process
Month 1
Stabilized the site environment, connected GA4 and Search Console, updated sitemaps, and established a clean technical baseline.
Month 2
Simplified navigation, cleaned legacy URL issues, tightened internal linking, and improved metadata and on-page structure on priority pages.
Month 3
Strengthened local listings and GBP signals while educational content started generating broader discovery across ACL, pre-op, and related topics.
Next phase
Build depth around topics already showing signal, improve content-to-service pathways, and keep consolidating local and page-one visibility.
Small Business Takeaway
The work connected the technical setup, local search presence, and patient-focused content. That gave the clinic a better base for attracting and converting visitors.
Work With TCB Studio
I help small businesses fix website structure, search visibility, and measurement so the site can bring in better traffic and support real business goals.
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