Case study · Historical virtual healthcare
Online Clinic SEO case study.
A virtual-care business grew from 2.58K to 13.5K Google Search clicks across the supplied May-to-October 2023 snapshots.
This online clinic connected people in Ontario with online healthcare providers. During our 2023 engagement, the website needed clearer search pathways for services such as prescriptions and refills, lab requisitions, specialist referrals, medical notes and regional virtual-care searches.
Webbies reorganized the site around those patient tasks, improved service and regional content, strengthened the technical SEO foundation and used Search Console performance to keep refining the work.
Online ClinicHistorical 2023 engagement
The starting point
A growing virtual clinic needed search visibility that reached beyond its name.
People did not always begin by searching for the clinic by name. They searched for a prescription refill, lab work, a medical note, a specialist referral, an online doctor or a virtual walk-in option in a particular community.
The historical website already offered a broad set of online-care pathways. The search challenge was making those pathways easier to discover and easier to understand without turning the site into a collection of thin, repetitive pages.
- Delivery model
- Historical Ontario virtual-care website with online provider access.
- Search demand
- Service, patient-task, practitioner and regional virtual-care searches.
- Engagement context
- Webbies worked with the business through fall 2023; the company was later acquired and the website was replaced.
The constraint: build more useful search entry points while keeping each page tied to a real healthcare service, patient task or location need.
What we found
Search demand was spread across services, patient tasks and regions.
The answer was not simply publishing more healthcare content. The website needed clearer roles for the pages people could land on, stronger internal connections and a technical foundation that let those pages be discovered consistently.
One broad service list could not answer every search
Prescription refills, lab requisitions, medical notes and specialist referrals represented different patient needs and needed clearer destinations.
Virtual care still created regional search intent
People searched for online doctors and virtual walk-in options using city names, so regional pages needed useful context rather than simple location swaps.
Content needed a stronger technical path into search
Titles, headings, internal links, crawlability, indexing, redirects and page relationships had to reinforce the intended service structure.
Growth had to be monitored and refined over time
Search Console data helped identify pages gaining traction, emerging issues and opportunities to strengthen the wider search system.
One coordinated search system
Service pages, regional pathways and technical SEO were built to work together.
Webbies treated the website structure, search-focused content, technical cleanup, internal linking and ongoing measurement as connected parts of the same discovery journey.
What changed
The site became a stronger bridge between specific healthcare searches and the right information.
Organize pages around patient tasks
Services and supporting information were separated into clearer destinations so users and search engines could understand what each page was for.
Build service and regional search content
Content was created and improved around the healthcare services and regional virtual-care searches people were actively using.
Strengthen the technical foundation
Titles, descriptions, headings, internal links, crawlability, indexing, redirects and other technical elements were improved where they affected search visibility.
Use Search Console to refine the system
Performance monitoring helped identify pages gaining traction, address issues and prioritize the next useful improvement.
The work was coordinated across the website rather than attributed to one isolated tactic. The result section below shows search-performance change; it does not claim that every click came from a single page or intervention.
First-party search evidence
Google Search clicks rose from 2.58K in the May snapshot to 13.5K in October.
The supplied Search Console screenshots document a much larger search footprint by October 2023. Because the May image is labelled “Last 28 days” while the October image shows the October calendar period, we present the raw figures rather than an exact May-to-October percentage.
May 2023 snapshot
Google Search Console shows 2.58K clicks, 116K impressions, a 2.2% CTR and an average position of 31.2.
October 2023 snapshot
The supplied October screenshot shows 13.5K clicks, 397K impressions, a 3.4% CTR and an average position of 17.6.
These are website search-performance measures from the supplied historical campaign evidence. They are not appointment, lead or revenue figures. The reporting windows visible in the two screenshots are not identical lengths, so the comparison is shown as raw before/after values.
Google Search clicksSource: Google Search Console13.5KOctober · from 2.58K in the May snapshot
Search impressionsSource: Google Search Console397KOctober · from 116K in the May snapshot
Supporting visibility context
Semrush estimates also showed a much broader organic footprint.
The supplied Semrush screenshots add third-party context for October 2023, complementing the first-party Search Console evidence above with estimated organic traffic and keyword breadth.
Third-party visibility estimate
Semrush estimated about 9,927 organic visits in October, alongside 8,237 ranking keywords.
Estimated organic traffic9,927
In the supplied October 2023 Semrush history, the domain shows an estimated 9,927 organic visits and 372 branded visits. The keyword view shows 162 top-three rankings and 825 additional rankings in positions 4–10, indicating a much wider first-page presence than earlier in the campaign.
01Estimated organic traffic: 9,927 in October 2023
02Estimated first-page keywords: 987 total (162 in Top 3 + 825 in positions 4–10)
03Estimated total ranking keywords: 8,237 across positions 1–100
These Semrush figures are third-party visibility estimates rather than Google Search Console measurements. They are used here as supporting context alongside the first-party Search Console snapshots shown above.
What the project demonstrates
Healthcare SEO worked better when site structure, useful content and technical SEO supported the same patient search journey.
The online clinic did not need traffic from every health question. It needed useful entry points for the services, patient tasks and regional virtual-care searches connected to what the historical business actually offered, backed by a technical foundation that helped those pages be discovered.
This historical engagement is one part of Webbies' broader healthcare SEO services for clinics and SEO & Local Search work. The company was later acquired and the website was replaced, so the search-performance screenshots and results on this page describe the campaign period rather than the current business.
Service architectureTechnical SEOHistorical GSC evidenceVirtual healthcare