Improving Local Search Visibility for a Multi-Location Orthodontics Practice
+36.7%
Increase in organic impressions
21K → 28.7K
Monthly impressions after campaign
+10,103
Homepage impression increase in 28 days
Industry
Healthcare – Orthodontics
Services
Local SEO, Technical SEO, On-Page SEO, Schema Markup
Campaign Timeframe
28-Day Implementation Window
Introduction
This case study outlines how we improved organic search visibility for Graf Orthodontics, a multi-location orthodontics practice operating across Bossier City and Alexandria, Louisiana.
Despite strong clinical reputation and an established patient base, the practice's website was underperforming in local search. Key service and location pages were generating limited impressions and inconsistent visibility across the geographic areas the practice serves.
Our objective was to strengthen on-page foundations, improve technical site health, implement structured data, and build the local relevance signals needed for both locations to compete effectively in their respective local search markets.
The Brief
Graf Orthodontics came to us with a clear objective: improve organic visibility for orthodontic service queries across both locations and generate more consistent discovery from local search. Following an initial audit, we identified several issues limiting performance.
Key Challenges Identified
- Location-specific pages for Shreveport and Natchitoches service areas were receiving impressions but minimal clicks, indicating weak on-page relevance and poor meta optimisation for local queries
- The homepage, despite being the highest-traffic page, had significant untapped impression potential due to structural and content gaps
- Schema markup was incomplete, limiting the practice's eligibility for rich results and local entity recognition across both locations
- Average search position of 47 placed most pages outside the range where meaningful click volume occurs, particularly for competitive healthcare queries like 'orthodontist near me'
- The site's optimisation score indicated over 4,900 addressable issues affecting crawlability, content quality, and technical performance
- Google Business Profile signals for both locations needed strengthening to improve Map Pack eligibility for priority local queries
The Strategy
Full Technical Audit & Site Health Remediation
A comprehensive technical audit identified over 4,900 addressable issues across the site. Priority fixes were deployed systematically, focusing on crawlability, page structure, internal linking, and content quality. Flawless page count was reduced from 77 issues to 5, reflecting a significant improvement in overall site health. The optimisation score reached 96 out of 100 following implementation, providing a strong technical foundation for all subsequent on-page and local SEO work.
Schema Markup & Structured Data Implementation
Structured data was implemented across key pages including LocalBusiness, MedicalOrganization, and location-specific schema for both the Bossier City and Alexandria practices. This improved the site's eligibility for rich results and strengthened entity recognition signals that influence local search ranking decisions. Knowledge Graph completion was progressed to 51%, supporting the practice's entity presence in Google's understanding of the business and its service areas.
On-Page SEO & Location Page Optimisation
Location-specific pages targeting the Shreveport and Natchitoches service areas were restructured and optimised to better align with local search intent. Meta titles and descriptions were rewritten for clarity and click-through appeal. Heading hierarchies were corrected and content was expanded to address the specific queries users in each service area were searching. The homepage received structural improvements including better content hierarchy, stronger internal linking to location and service pages, and keyword alignment for priority orthodontic queries.
Google Business Profile & Local Signals
Both practice locations had their Google Business Profile signals reviewed and strengthened. NAP consistency was confirmed across all indexed pages and external directory listings. Map Pack visibility was tracked for priority queries including 'orthodontist near me' and 'orthodontist alexandria la', with both locations showing strong grid rankings following the implementation.
Continuous Monitoring & Iteration
Search performance was tracked across clicks, impressions, average position, and CTR throughout the campaign window. Page-level impression and click data was monitored to identify the fastest-moving opportunities and validate that implemented changes were being indexed and credited by Google.
The Results
Within 28 days of implementation, Graf Orthodontics recorded measurable improvement across organic search performance metrics.
Total organic impressions increased from 21,000 to 28,700, a 36.7% uplift reflecting broader keyword coverage, improved indexation, and stronger local relevance signals across both practice locations.
Organic clicks grew from 613 to 678 over the same period. The more significant story sits in the impression data: a 36.7% increase in impressions within 28 days of technical and on-page changes indicates that the site was being surfaced for substantially more searches, providing a stronger foundation for click growth in subsequent months.
Average search position improved from 47 to 43.6, moving priority pages closer to the range where click-through rates increase meaningfully for healthcare and local service queries.
Homepage impressions increased by 10,103 in the comparison period, the largest single-page gain across the site and a direct reflection of the structural and content improvements made to the primary landing page.
Location pages for Shreveport and Natchitoches saw click increases of 39 and 9 respectively, confirming that location-specific optimisation was generating measurable engagement from users in those service areas.
Map Pack visibility for 'orthodontist near me' and 'orthodontist alexandria la' was confirmed across both locations, with the Alexandria practice showing strong grid-level rankings across the surrounding service area.
These results demonstrated that structured technical remediation, targeted on-page optimisation, and local signal strengthening can produce rapid visibility improvements for multi-location healthcare practices, even within a short 28-day window.
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