Local SEO for a Multi-Location Mental Health Practice
Mental health practice local SEO case study: rebuilt a Craft CMS site around location + condition intent to grow self-booked patient intakes. Fully organic.
Northlake Mental Health
A regional mental health practice on Craft CMS with four clinicians and three locations across the Austin metro. Solid clinical reputation offline, but almost invisible for the exact conditions and cities their ideal patients search for.
Industry
Multi-Location Mental Health Practice
Focus
Healthcare SEO
The Challenge
Location pages were thin, condition pages didn't exist, and Google Business Profiles across the three locations had inconsistent categories, hours and service lists.
Northlake Mental Health
Steady referrals offline, but the site was pulling almost no self-booked patients.
The Strategy
Audited every location + condition combination
Mapped every service the practice offered against every location and identified where intent existed but no landing page did. Ended up with 42 defensible location-plus-condition combinations to build.
Rebuilt the Craft CMS templates
Shipped a scalable location x condition template with proper schema (MedicalBusiness, MedicalCondition) and internal linking between clinicians and conditions.
Cleaned and standardised every GBP
Aligned categories, services, hours, photos and appointment links across all three locations, then set up review request automation after each session.
Wired booking to the highest-intent pages
Pinned the intake form to condition + location pages instead of a generic contact page, and cut intake questions from 14 to 6 to reduce drop-off.
Keyword Movement
| Keyword | Before |
|---|---|
| anxiety therapist austin tx | #18 |
| adhd assessment round rock | #26 |
| trauma therapy cedar park | not ranked |
| couples counseling austin | #14 |
Representative results based on comparable engagements.
One clinician's bio briefly outranked the entire practice.
A single clinician bio started outranking core condition pages and absorbing all the traffic - but those visitors weren't converting because the page had no booking path. I restructured internal links so condition pages became the destination and clinician bios funneled into them, not the other way around.
Our front desk stopped asking 'where did this patient come from?' because the answer was finally the website.
Client name changed for privacy.
Ready to be the next case study?
Book a consultation with me on Upwork.
I'll personally scope your project before any engagement. No account managers, no hand-offs.
First audit call is free, no commitment.
What happens next
Typical engagement: 4-6 months. First deliverable in week 1: a full local visibility audit (GBP, citations, on-page, tracking) with a prioritised action list.