SEO CASE STUDY: Dominate your local market – Local SEO Strategies to increase your traffic search in your service areas

Being easily discoverable in your service area is critical if you own a healthcare business with several locations.

But, what if you want to increase both your foot traffic and your website traffic?

In this case study, I have the data to demonstrate that it is achievable.

And I have a data to prove it…

About Case Study Site

The website in this case study is healthstin.com.au

Healthstin is based in Australia that offers exercise physiology and physiotherapy mainly for people with disabilities.

When we onboarded Healthstin, they have 3 clinics located in Sydney and Brisbane, Australia.
During our discovery call, Healthstin cites their top 3 pain points:

1. The support coordinators rarely recommend Healthstin to their patients because they are not fully aware of the company’s capability and the locations of the three physical clinics. This makes it harder to get more local patients.
2. Three physical clinics have updated descriptions, posts, photos, and great feedback on their Google My Business pages. However, the location keywords are not strategically applied which may cause not ranking locally in Google Maps.
3. There are a few dead ends on the website that have no internal links leading anywhere. the only way search engines will be able to find and index these sites is if you specifically link to them or include an XML sitemaps. No one can get to such pages from anywhere else on their website.

How to become visible in your local area

The campaign will be launched in phases, and each phase will be divided into weeks. These phases will go for 6-months.

Phase 1: Deep Analysis of the website

The first phase is crucial. This sets the foundation for the campaign’s success.

After information gathering and talking to Healthstin’s representative, we started conducting a full website audit to identify other issues or potential problems that could prevent them from being seen from their target audience.

In this stage, it’s necessary to thoroughly examine and understand how the website is currently performing.

This process will help us to craft an effective Local SEO Strategy for Healthstin website.

During the site audit, we look at various factors that affect how well your website is seen by people in your local area.

This includes:

• How the website is organized
• How easy it is to navigate
• The quality of the site content
• The information that search engines use to understand the website (called metadata)
• How quickly the website and/or pages load
• How well your site works on different devices, and
• How enjoyable the user experience is for visitors

By evaluating these different elements, we can identify any areas where your website could be improved.

During the audit, a couple of main issues were identified:

• Duplicate content – there are pages on their website where there are pages that are very similar to the other pages or there are content that appears multiple times. Search engines may view this as redundant and it can negatively impact the website’s visibility.
• Technical site issues – Although the website has a strong brand presence, we observed that it is not performing at its optimal level. We assessed the site speed using Google’s Site speed testing tool and GTMetrix, revealing technical issues that are hindering its full potential.
• No proper internal linking – even though the website produces evergreen content but didn’t have a proper internal linking structure. Without implementing an internal linking structure, the high-level pages are unable to fully capitalize on the benefits and opportunities available. The absence of internal links can lead to reduced exposure and lower levels of traffic and engagement for the evergreen content.

Phase 2: Optimizing the website

After doing a thorough examination of the website in Phase 1, we optimized the website to improve its visibility and performance in local search results.

This step entails implementing strategic adjustments and additions based on the website audit findings.

On-Page Optimization

On-page optimization is an important part of website optimization. We hope to boost the website’s relevance and attractiveness to both visitors and search engines by carefully creating and optimizing its content.

During this stage, we concentrated on:

1. Keyword Research: Conducting thorough keyword research to identify relevant and high-performing keywords specific to Healthstin’s services and locations. This will allow us to better optimize the content of the website for relevant search queries.

2. Content Improvement: Analyzing and refining existing website content to ensure it is relevant to the specified keywords and provides meaningful information to users. Rewriting and expanding material, adding appropriate headers and subheadings, and naturally inserting targeted keywords within the text were all part of the process.

3. Metadata Optimization: We worked to boost the website’s visibility in search engine results pages (SERPs) by optimizing its metadata, or “meta titles,” “meta descriptions,” and “header tags.”

4. Internal Linking: We built a proper internal linking structure throughout the website to improve navigation and assist search engines in more effectively discovering and indexing vital pages. By strategically linking relevant pages together, we can distribute link authority and improve the overall visibility of the website.

Technical Optimization

In addition to on-page optimization, we fixed the technical concerns discovered during the website audit. Technical optimization is critical for enhancing website performance, user experience, and search engine crawlability.

In this phase, we worked on:

1. Website Speed Optimization: We used a variety of speed optimization approaches to increase the overall website’s loading speed and general performance. This entailed optimizing heavily loaded pictures, utilizing browser caching, reducing code and scripts, and guaranteeing fast server response times.
2. Mobile Responsiveness: Because 70%-80% of Healthstin’s audience uses mobile, we ensure that their website is entirely responsive and provides an excellent browsing experience across different platforms especially smart phones.
3. Fixing Technical Issues: Addressing technical issues discovered during the website audit, such as broken links, crawl errors, and other technological barriers to search engine crawling and indexing.

Phase 3: Leveraging SEO: Finding the business’ unique angle

In Phase 3, we we went deeper into Healthstin’s special features and things that make them stand out. This helped us create a strong SEO plan that showcased their strengths and made them different from other competitors. During this phase, we did some really deep research, analyzed our competitors, and found some great opportunities to make Healthstin a top healthcare provider in our area.

Here’s what we did:

1. Keyword Research: We delved deep into researching to grasp a solid understanding of the target audience, their desires, and what they like. This really helped us figure out what potential audiences are we looking for and adjust our SEO strategy accordingly.
2. Competitor Analysis:We carefully examined the online presence and SEO tactics of Healthstin’s rivals to discover ways in which we could copy. During the assessment, we looked at their keyword targeting, content strategies, backlink profiles, and how visible they were online.
3. Unique Value Proposition: We discovered Healthstin’s distinctive value proposition and determined their essential messages to make sure that they will strongly connect with their intended audience. This is our building block for creating and improving content in the next steps.
4. Content Strategy: We crafted a well-rounded content strategy that perfectly matches Healthstin’s distinctive approach and effectively caters to the information requirements of their intended audience.  We’ll make awesome blog posts, helpful guides, case studies, and other cool content that shows off Healthstin’s skills and services.

Phase 4: Creating Citation Links to Boost Local Search Visibility

In Phase 4, since Healthn’s goal is to be more visible in their serviceable area, our focus will be on creating citation links to further enhance their local search visibility. Citation links play a crucial role in local SEO as they establish the credibility and authority of a business within its service area. These citations consist of mentions of Healthstin’s name, address, and phone number (NAP) on various online directories, review sites, and local business listings.

During this phase, we execute the following strategies:

1. Local Directory Listings: We identify relevant local directories and business listings specific to the healthcare industry and build citations from them. This citations include This includes local chambers of commerce, professional associations, and community directories. By ensuring consistent and accurate NAP information across these platforms, we can improve Healthstin’s online visibility and increase the likelihood of appearing in local search ecosystem.
2. Google My Business Optimization: Optimizing Healthstin’s Google My Business (GMB) profile is crucial for local search visibility. We ensuring that all information is complete, accurate, and up-to-date. Additionally, we continuously posts in GMB profile to improve the profile’s visibility and eventually enhanced our local search rankings.
3. Review Management: We encourage our patients to leave reviews to have a significant impact Healthstin’s reputation to build trust and credibility. We also respond to feedback promptly, showcasing Healthstin’s commitment to patient satisfaction.

The result

Our SEO strategies and website optimizations worked wonders for Healthstin!

We saw major improvements in performance and visibility.

After making the necessary improvements based on the site audit, we were thrilled to see a significant 56.3% increase in site impressions, indicating a substantial boost in the website’s visibility.

During the three-month campaign, we achieved an impressive 30% boost in organic traffic for the entire site.

Moreover, the boost in natural website visitors had a direct and beneficial effect on the success of Healthstin’s Google My Business (GMB) listings.

We saw some really good growth in local search visibility in certain places.

Healthstin Melton had an increase of 8.23%.

Hurstville had a substantial increase of 11.13%

and Bexley did well with a commendable increase of 6.03%.

So if you want a help increasing your online visibility in your serviceable area, book a call with us!