WEBNEURO CASE STUDY · HEALTHCARE GROWTH · CALGARY, ALBERTA
Family Medical Clinic Case Study
Turning Local SEO and AI Visibility Into Real Patient Calls
Industry
Family Medicine · Walk-In Clinic
Location
Calgary, Alberta
Services
SEO · Local SEO · Google Business Profile · AI Visibility (GEO) · Conversion Optimization
Engagement
Ongoing partnership
Results at a Glance
Search visibility connected to measurable patient actions
+40.6%
Ranking keyword growth
493 → 693
+215.8%
Google Business Profile direction requests
Year over year
+40.3%
Google Business Profile total interactions
Year over year
74.5%
Of all website traffic from organic search
19
AI mentions
Across ChatGPT, Gemini and Google AI experiences
352–704
Estimated new patient visits associated with phone calls this quarter*
Directional estimate; methodology below
Performance figures were supplied from WebNeuro client reporting. Results reflect the stated comparison periods and do not guarantee future performance.
The Challenge
Competing in a crowded local healthcare market
A multi-physician family medical and walk-in clinic in northwest Calgary was competing in a crowded local healthcare market.
The clinic wanted to improve its visibility in traditional Google search while establishing a presence in AI-powered search experiences, including ChatGPT, Gemini and Google’s AI features. Most importantly, the goal was to turn that visibility into measurable patient actions, such as phone calls, direction requests and appointment bookings, rather than passive impressions alone.
The priority was visibility that helped prospective patients discover, evaluate and contact the clinic.
Our Approach
A connected SEO, local search and conversion program
WebNeuro developed a technical and content SEO program that included new service pages, optimized physician profiles and a dedicated microsite for a specialized clinic service. The strategy also included:
- Northwest Calgary community pages
Created community pages targeting high-intent, non-branded local searches. - Google Business Profile improvements
Expanded the clinic’s profile with additional service information, custom photography and profile-completeness updates. - Generative Engine Optimization
Launched a GEO program designed to strengthen the clinic’s presence in AI-generated answers. - Conversion-focused website features
Added a new appointment-booking page and a dedicated service inquiry form. - Professional patient communication
Introduced a professional business email to support patient communication and brand consistency.
AI Search and GEO
Building visibility beyond traditional Google results
Patients no longer rely exclusively on traditional Google searches when looking for healthcare services. Some now ask ChatGPT, Gemini or Google’s AI experiences questions such as:
- “How can I find a family clinic near me?”
- “What are the patient reviews for this clinic?”
- “How do I book an appointment?”
These tools can provide answers directly within the search or chat experience, sometimes without requiring the user to visit a traditional search results page. For clinics, being accurately represented in these answers is becoming an increasingly important part of online visibility.
Generative Engine Optimization, or GEO, focuses on improving the signals that AI-powered systems may use when selecting businesses and sources to mention. These signals can include:
- Clear, structured and authoritative website content
- Consistent business information across online platforms
- Relevant third-party references and backlinks
- Complete and current local business profiles
- A steady volume of authentic patient reviews
GEO can improve clarity, eligibility and citation potential, but it does not guarantee inclusion in an AI-generated response.
19
AI mentions across ChatGPT, Gemini, Google AI Mode and Google AI Overviews
10 clinic webpage citations
First recorded referral visit from ChatGPT
Tracked example
A Google AI Overview displayed information about the clinic’s patient reviews, referenced multiple online sources and surfaced its public Google rating within the generated response.
The website also recorded its first direct referral visit from ChatGPT. Referral volumes remain early and should be monitored over time, but this provides an initial indication that AI visibility may contribute to website discovery alongside traditional Google search and Google Business Profile activity.
The Results
Performance across search, maps and AI discovery
| Metric | Result |
|---|---|
| Ranking keywords | 493 → 693 (+40.6%) |
| Organic website sessions | +11.6% quarter over quarter |
| Share of traffic from organic search | 74.5% |
| Google Business Profile interactions | +40.3% year over year |
| Direction requests | +215.8% year over year |
| Website clicks from Google Business Profile | +46.8% year over year |
| Tracked AI mentions | 19 across ChatGPT, Gemini and Google AI experiences |
| AI source citations | 10 |
Estimated Patient Impact
Estimating visits associated with patient calls
352–704
estimated new patient visits associated with phone calls during the reporting period
How the estimate was calculated: The clinic’s Google Business Profile generated 3,521 phone calls during the quarter. If an estimated 10% to 20% of those calls resulted in a new patient visit, the calls could represent approximately 352 to 704 new patient visits during the reporting period.
This is a directional estimate rather than a confirmed attribution figure. It does not include website form submissions, direction requests, online bookings or walk-in visits.
*Patient figures are estimates based on an assumed call-to-new-patient conversion range and should not be interpreted as confirmed appointment attribution.
Looking Ahead
Continuing to expand the clinic’s digital footprint
- New “Areas We Serve” location pages
- Ongoing educational blog content
- Updated photography for the specialized service microsite
- Continued local SEO and AI visibility monitoring
- Conversion improvements designed to make appointment access clearer
These efforts are intended to strengthen the clinic’s visibility across traditional search, local results and emerging AI-powered discovery experiences.
WEBNEURO INC. · CALGARY, ALBERTA
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