Challenge: Low Organic Traffic & Local Visibility
Midlands Family Urgent Care needed to drive more traffic to their locations but struggled with low organic search performance. Their website wasn’t generating the visibility they needed to attract new patients. Hurrdat identified their location pages and service pages as key opportunities to improve their organic presence and increase local search traffic.
Solution: Optimized & Expanded Service & Location Pages
When reviewing Midlands Family Urgent Care’s location and service pages, we discovered several opportunities to target high-intent keywords and boost rankings for urgent care services. To increase keyword relevance and help users find the exact service they need, we updated the client’s service overview page and added seven new service-specific pages, optimizing for searches like “urgent care for x-rays” or “urgent care for sports physicals.” Additionally, we updated the client’s location pages and added a new location overview page to help strengthen local search rankings.
Hurrdat’s SEO Manager, Molly Q., further explains,
In this site update, targeting high-intent keywords was critical because these queries indicate users are ready to take action—whether that means scheduling a visit, calling the clinic, or seeking immediate care. By ensuring that the content matches search intent and answers common patient concerns or questions, the site can improve engagement, rankings, and, ultimately, conversions.
From a Google E-E-A-T perspective, well-optimized service pages build topical authority and help Google recognize the site as a trustworthy source for urgent care-related queries. The addition of local signals on location pages further strengthens geospecific rankings, allowing Midlands Family Urgent Care to compete for ‘near me’ searches effectively.
Results: Significant Growth in Website Traffic
The first pages went live in July, with additional pages being added or updated as needed in August and October. From Q3 to Q4, we observed a significant increase in keyword rankings and search traffic for the client’s service and location pages.
We also observed promising year-to-date results:
- Total ranking keywords up 193%
- Keywords ranking in the top three positions improved by 48%
- 18 keywords ranked for the “People Also Ask” SERP feature (compared to none previously)
- Organic clicks increased by 19% and organic impressions increased by 45%, even with two of the client’s physical locations closing
- Queries containing “urgent care” saw a 46% increase in organic impressions and a 17% increase in organic clicks
Key Takeaways From Urgent Care Website Update
During this project, we:
- Identified keyword optimization opportunities to help our client’s website rank better for relevant searches
- Optimized existing service and location pages and added new ones to target high-intent keywords for improved visibility in SERPs, stronger leads, and high-quality website traffic
- Used reporting analytics to identify additional opportunities for ongoing optimization efforts
Need SEO or website expertise? Hurrdat Marketing offers comprehensive digital marketing services, including search engine optimization, to improve your website’s performance. Get started with Hurrdat today!
