How Saffron Edge focused on local SEO & AI search to sustain 300+ monthly leads for a U.S. based ENT practice
7 months
Healthcare
The Client
This is a leading medical group offering comprehensive, physician-owned care for ear, nose, throat, sinus, allergy, and sleep disorders for all ages, using advanced treatments like minimally invasive surgery, specialized audiology, and multidisciplinary voice care for issues from hearing loss and allergies to sleep apnea and head/neck conditions.
Business Challenge
The practice had strong clinical expertise, but digital visibility wasn't translating into predictable patient acquisition. Referrals were doing the heavy lifting, organic demand was inconsistent, and the website didn't reliably convert high-intent traffic into healthcare leads.
Inconsistent organic patient flow
Demand existed, but the practice wasn't consistently winning the search moments that drive bookings.
Traffic didn't convert into appointments
Blogs, service pages, and resources existed in isolation; with no topic authority, funnel structure, or internal linking logic.
Low visibility into lead sources
Leadership couldn't clearly see what was driving calls, forms, and booked appointments; making scaling decisions harder.
Solution by Saffron Edge
Saffron Edge rebuilt the system around high-intent local and diagnosis-driven queries, increased trust in search and AI summaries and reduced booking friction.
1. LLM Optimization + Local SEO
We aligned the practice to show up where decisions are made:
- Local search and diagnosis-driven “near me” behavior
- AI summaries / zero-click results where patients form trust before clicking
This ensured our seo services and their organic growth aligned with revenue potential, not impressions.
2. Topic Authority & Content Clustering
Healthcare conversion isn’t just “better copy.” It’s reducing patient uncertainty:
- “Is this the right provider?”
- “Can they treat my exact issue?”
- “How quickly can I be seen?”
- “What happens next?”
We redesigned key pages to put trust proof + availability cues earlier, simplify the booking path, and improve intent continuity.
3. Intent-Aligned Content Structure
We built content around how patients actually search and decide:
- symptom-led searches
- condition explanations
- “what to expect” and treatment decision pages
- FAQ blocks designed to match real patient questions
This improved discovery (more non-brand demand capture) and conversion (patients felt confident enough to book).
Results
For this client, this was more than an SEO win. Sales teams engaged with better-fit prospects, leadership gained confidence in scaling organic acquisition, marketing decisions moved from assumptions to evidence and SEO became a channel the business could rely on. Here’s an overview of how the growth looked like:
Impressions grew 67% (10M to 16.7M) and clicks increased 33% (61.4K to 81.7K) over the two periods. This was achieved while improving average ranking from 11.7 to 9.1, despite a slight dip in CTR.
Appointment bookings show consistent monthly growth, demonstrating how increased visibility and traffic from SEO efforts successfully translated into a steady rise in new patient leads.
Organic Search users surged by 83% and now drive 92% of all traffic, with new and returning user growth exceeding 80%. This highlights the channel's dominance in attracting and engaging a growing audience.
3.4×
Increase in Appointment requests
180%
Growth in Organic Traffic
2.8x
Calls from Google Business
270%
Increase in Non-branded Organic users
What we did
- SEO
- AEO and GEO
- Conversion Rate Optimization
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