Olentangy Pediatrics: +214% new-patient inquiries from organic
A pediatric practice with decent traffic and almost no booking-page completions, turned into a measured organic channel in six months.
Olentangy Pediatrics had the classic local-practice profile: reasonable traffic, a respected name, and a booking page almost nobody completed from search. The practice was ranking for its own name and little else, parents searching for symptoms, conditions, and "pediatrician near me" queries were landing on competitors and urgent cares.
Where the demand actually was
Six months of Search Console data showed the mismatch: the site's pages were organized around the practice's org chart, while parents search by symptom, condition, and location. We rebuilt the service templates around those query patterns, each page answering one family of questions a parent actually types at 11pm.
The work
- Rebuilt service templates around symptom-and-condition queries parents actually search.
- Fixed a long tail of soft-404s that were quietly wasting crawl budget.
- Shipped six location pages with complete LocalBusiness schema, hours, providers, insurance, parking.
- Tightened internal linking so condition pages fed the booking flow instead of dead-ending.
What happened
Six months in, organic-sourced new-patient inquiries were up 214% with no paid support. Pages-per-session on the rebuilt templates rose 1.4×, parents were reading, then booking. The practice's monthly report is one page: inquiries, rankings on the terms that matter, and what we're doing next.
“They're the first SEO team that didn't hand us a 200-page deck. They handed us results.”