SEO CASE STUDY : NextCare

How We Drove a 22.1% Increase in Bookings During High Season

And Achieved Significant Organic Search Visibility Gains in a Highly Competitive Healthcare Market.

NextCare, a prominent urgent care clinic network, sought to significantly increase urgent care appointment bookings and improve cost-efficiency, moving beyond their in-house search activity.

The problems our client faced

Competitive Search Landscape

The urgent care industry is saturated with hospitals and aggregators aggressively bidding on keywords, making it challenging to establish a dominant presence in both paid and organic results.

Mobile Conversion Barriers

With the majority of traffic on mobile devices, slow load times and complex booking flows were leading to high drop-off rates.

Tracking Disruption from Compliance Changes

New HIPAA regulations in late 2024 shifted tracking from completed bookings to "booking starts," instantly skewing KPIs and performance data.

Data Loss & Measurement Gaps

Cookie consent issues and audits caused a two-week conversion data blackout, hindering continuous optimization.

WHAT WE DID

Step 1

Integrated SEO Strategy

We implemented a dual strategy where SEO captured local and service-specific queries, while PPC secured top ad placements, ensuring a dominant presence in search results. Insights flowed both ways, strengthening paid performance with organic improvements and shaping SEO content with SEM data.

Step 2

Smart Campaign Structuring

We restructured over 90 fragmented city-level campaigns into 50 consolidated state-based groups, split by brand and non-brand, with a 10-mile radius around each clinic. This optimized budget allocation and enhanced Smart Bidding performance.

Step 3

Precision Keyword & Bid Optimization

Using Google Ads and GA4 data, we paused non-converting terms, tightened targeting, and applied strict bid caps. Broad and phrase match terms were capped unless proven, while exact-match non-brand keywords ran on Target CPA.

Step 4

Local Content Enhancements

Over 170 clinic pages were updated with localized, relevant content, incorporating state or city-specific healthcare information and public data to boost SEO and deliver personalized value to users.

Step 5

Adapting to Seasonal & Compliance Shifts

When HIPAA regulations disrupted tracking, we modeled actual bookings with a 60% completion factor in GA4, retrained Smart Bidding, and adjusted CPA targets using historical data. We also monitored proxy metrics like engaged sessions and CTR.

Step 6

Leveraging CDC Data for Geotargeting

We creatively integrated weekly CDC flu activity data to dynamically adjust bids and CPA targets in high-activity states by up to 15%, reducing spend in lower-need regions.

Step 7

Mobile Conversion Optimization

We simplified the mobile booking process, reduced load times, and prioritized key information (clinic location, insurance accepted) earlier in the user journey.

Visibility Growth by State

20th August 2024 to 30th April 2025

THE RESULTS

Data-Driven Wins

Achieved

0 %

Growth in booking during high season

CPA improved by

0 %

compared to the prior season

Drove

0 %

increase in mobile conversion rates.

Optimisation On All Fronts

From ad creative and messaging to website UX and add-to-carts, we make sure the user journey is fully optimised.

Continuous Iterative Testing

Testing what works from the get-go allows us to help our clients make informed, data-driven decisions.

Remarketing & Multi-Touch

No buyer purchases on the first click. Our tailored strategic approaches drive repeat website visits for real conversions.

Making It Personal

We cut through the marketing noise by offering personalisation at scale for meaningful engagement.