Turning Search Visibility into Foot Traffic

Challenge: turning online awareness into real-world visits

A digital-first medical clinic network contacted me as they suspected they weren't fully capitalizing on local search to drive more patients to their physical clinics. In essence, their online visibility didn't seem to match their number of in-person visits. Unsure of where to start, they called me to help!

How a localized strategy led to more foot traffic

• Local SEO revamp to increase local traffic
  • SEO-optimized Google Maps listings for each location, ensuring unified data and user-friendly description
  • Pinpointed location-centric keywords and integrated them into site content
  • Enhanced metadata and structured data so search engines can serve the clinics' information in local search results
• Increasing the CVR from page view to appointment booked
  • Set up appointment booking links directly on GMB listings, making it easy for new patients to go from "search" to "scheduled"
• Improving customer-centric practices
  • Streamlined the review process, encouraging satisfied visitors to leave feedback while quickly addressing any issues
• Measuring success
  • Monitored organic search impressions, clicks, and most importantly, clinic foot traffic — tying improvements in local visibility to real-world patient visits

The results: a significant boost in local engagement

Within weeks, we noticed a measurable uptick in direction requests, map views, and appointment bookings from local search queries. By aligning each clinic's online presence with patient expectations, they saw higher trust, better conversion rates, and more in-person visits across multiple locations.

My advice to brick-and-mortars looking to improve local visibility

• Claim (and maintain) your Google Maps listings: missing or outdated info can steer patients elsewhere
• Embrace local keywords: if potential visitors search "near me", your site should speak their language
• Make booking easy: clear calls to action or appointment links reduce friction and turn interest into action
• Track foot traffic: connecting local SEO metrics to real-world visits helps you see what's really working