A regional healthcare network ranking on informational queries that never converted, while losing local intent to comparators. We rebuilt specialty hubs around real doctors and tied SEO to attended appointments — not sessions.
Healthcare network with strong brand offline but weak in search. Generic editorial content ranked but didn't book appointments. Comparators (Doctoralia, Mejor con Salud) owned the high-intent local queries. No real medical E-E-A-T signal — articles had no clinical sign-off and no real doctor authors.
Twelve specialty hubs rebuilt with real attending physicians as authors, credentials structured as schema, and procedure pages tied to specific doctors.
City × specialty × procedure architecture wired to the booking engine — every page with a clear next step into the appointment funnel.
Editorial workflow with mandatory specialist sign-off, audit trail and content versioning — fast cadence without compromising clinical accuracy.
EHR-friendly attribution so reporting showed appointments booked, attended and procedures performed — per cluster and per doctor.
Attended appointments attributed to SEO grew 154% over 14 months. Local intent share more than doubled. The network's specialists became visible entities in Google and LLMs — and AIO consistently cited the hubs.
"We stopped publishing articles that nobody booked from. Now every piece either books an appointment or it doesn't ship."
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