Industry: Digital Commerce / Healthcare Platform
Services: Technical SEO, Site Architecture, UX & Performance Optimization, Content & Information Architecture
Key Result: 78% organic traffic growth in 150 days
Tech Stack: GA4, Google Search Console, Screaming Frog, SEMrush, Cloudflare, JSON-LD, custom sitemap framework
Overview
A fast-growing multi-location healthcare platform approached TechnoRhythms after months of stagnant organic growth. Despite strong brand authority and high-quality services, the website was held back by indexing problems, thin location pages, and a weak technical foundation.
The goal was to rebuild their SEO infrastructure using our Technical SEO methodology so the site could scale cleanly across new cities and services — without losing crawl efficiency or user experience.
Business Challenges
1. Severe Indexing & Crawl Issues
- Over 1,200 non-essential URLs indexed, including parameter and tag pages
- Duplicate service and location combinations with no canonical rules
- Blocked resources preventing proper rendering and evaluation of content
2. Broken Multi-Location SEO Structure
- No clear hierarchy between country, state, city, and service pages
- Location pages used generic content with little local relevance
- Important service pages were buried deep in the site tree
3. Poor Core Web Vitals on Mobile
- Largest Contentful Paint (LCP) frequently above 4 seconds
- Cumulative Layout Shift (CLS) caused by unoptimized images and banners
- Render-blocking scripts impacting mobile usability
4. Missing Structured Data
- No Service or LocalBusiness schema on critical pages
- No Breadcrumb schema to help Google understand hierarchy
- No FAQ or rich-result markup supporting patient queries
5. Weak Internal Linking & Content Depth
- Orphaned service and city pages
- Little contextual linking between related treatments and locations
- No structured content clusters around key healthcare topics
Diagnostic Approach (Design Thinking + Data)
We combined a Design Thinking mindset with deep technical analysis to identify both user and crawler friction.
- Empathize: Reviewed how patients search for care, compare options, and evaluate trust.
- Define: Prioritized issues that impacted both discoverability and patient experience.
- Ideate: Proposed a new multi-location architecture, content model, and schema plan.
- Prototype: Mocked up new templates for state → city → service pages and tested flows.
- Test: Iteratively validated indexing, rendering, and Core Web Vitals improvements.
Solution Breakdown
1. Complete Technical SEO Foundation
We rebuilt the core of their SEO using our Technical SEO framework:
- De-indexed 800+ low-value URLs and applied robust canonical rules
- Re-structured XML sitemaps by service and city groupings
- Ensured all key templates rendered fully for Googlebot
- Improved crawl budget allocation towards high-value pages
Result: Crawl efficiency improved by an estimated 53%.
2. Multi-Location Architecture Rebuild
We introduced a clean hierarchical model:
State → City → Local Service Page
- Created unique, localized content for each city-level service page
- Added directions, timings, and FAQs for local relevance
- Connected parent, child, and sibling pages via structured internal links
Result: 130+ city pages began ranking for local intent keywords.
3. Structured Data & Rich Results
We implemented page-level JSON-LD schemas aligned with Google’s documentation:
- LocalBusiness and Service schema on key service/location pages
- Breadcrumb schema to reinforce site hierarchy
- FAQ schema on high-intent informational content
Result: Rich result impressions increased by 4.2X.
4. Performance & Core Web Vitals Optimization
Working alongside the dev team following our performance-focused UX recommendations, we:
- Compressed and converted images to WebP/AVIF formats
- Lazy-loaded below-the-fold components
- Preloaded hero assets and critical fonts
- Removed or deferred non-essential third-party scripts
Result: Mobile LCP improved from 4.1s to 1.9s; CLS stabilized well within recommended thresholds.
5. Content & Topic Expansion
To support the new architecture, we designed a focused content plan:
- Published 15 cluster blogs around core healthcare services and conditions
- Created 8 comparison and “what to expect” pages to address decision-stage questions
- Developed 12 local-intent resources tailored for specific cities
- Enhanced E-E-A-T signals with better author bios, citations, and structured FAQs
Result: Content better matched search intent and supported both discovery and conversion.
Results
- 78% increase in organic traffic over 150 days
- 130+ location pages ranking with local intent keywords
- 4.2X increase in rich result impressions from structured data
- 53% improvement in crawl efficiency and index quality
- Significant uplift in conversions from organic due to clearer UX and localized content
Design Thinking Insight
Patients look for trust, clarity, and locality. By aligning the website’s structure to how real people search and choose providers — while removing technical friction for search engines — we made it easier for patients to find the right care in the right city at the right time.
Business Impact
- Stronger presence in each operating geography
- Consistent inbound patient enquiries from organic search
- Reduced reliance on paid campaigns to maintain visibility
- Future-ready architecture for launching new locations and services
- Better alignment with Google’s evolving AI-driven search experience
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