Case study · Healthcare
Loop Medical Center: 49.7% More Google Clicks From People Who Didn't Search Its Name
A respected Chicago pain management and vein clinic had a website that wasn't pulling its weight. We rebuilt the site and started publishing content before the new design was live. From July to October 2026, people who found Loop on Google without searching its name clicked through 837 times. In the same months of 2025, it was 559, per Google Search Console.
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Year over year · July–October 2025 vs. July–October 2026 · Google Search Console
+49.7%
Clicks from people who didn't search Loop's name: 559 → 837
+43.1%
All Google search clicks: 815 → 1,166
162 → 315
Search terms where Loop averaged a first-page spot
250
Clicks to the 11 new pages Fernando wrote (0 a year earlier, before they existed)
These were people searching for help, not for the clinic. In search reports, they're called “non-brand” clicks.
| Industry | Pain management and vein clinic |
|---|---|
| Location | Chicago, Illinois |
| Services used | Conversion Websites · SEO & Local SEO |
| Timeline | Engaged March 2026 · New site live July 1, 2026 · Results: July–October 2026 vs. July–October 2025 |
| Revenue System stages in scope | Attract · Convert |
A Strong Reputation, and a Website That Wasn't Keeping Up
Loop Medical Center had what most clinics want: 1,900+ Google reviews at a 4.8-star average. The website wasn't keeping up with that reputation.
AI assistants like ChatGPT couldn't read the old site, because its settings blocked AI crawlers. There was no blog and no plan for publishing content.
The clinic had decided how it wanted to grow: without paid ads, and with less reliance on a paid booking marketplace.
“Strong clinical foundation. Broken digital infrastructure.”
The Brief: Get Found by People Who Don't Know Loop Yet
In March 2026, Loop brought in Forja Growth. The clinic's own project brief named Fernando Docters, our founder, “Project Manager / SEO Lead”. That covered the topical map, keyword strategy, content, technical SEO specs and the internal linking plan.
Fernando led the work. Trusted specialists handled parts of the build.
The goal was clear. Rebuild the website, and give Google and AI assistants a reason to show Loop to people searching for help with back pain, sciatica and vein problems in Chicago.
We Didn't Wait for the Redesign
The first articles went live on the old site, months before the new design launched.
March 2026
Loop engaged Forja Growth.
April 2026
Work began.
April 21, 2026
The first article went live, on the old site. More followed during the build, ahead of the new site.
July 1, 2026
The new website launched.
July–October 2026
The results period on this page. The engagement ended in October 2026.
Here's what went into it. ↓
What We Built, Stage by Stage
Forja Growth's Revenue System has five stages: Attract, Convert, Capture, Nurture, Automate. This project covered the first two, plus the tracking to measure them.
The core of this project: a content engine (Attract)
- A topical map and keyword research for both service lines, pain management and vein care, organized into a topic map. The map also planned a set of neighborhood pages, written separately.
- 11 pages, written by Fernando. Eight articles answering the questions people actually search, such as how long sciatica lasts and how to choose a pain management doctor. Three service pages for core searches: pain management, varicose vein treatment and spine specialists in Chicago.
- An internal linking plan, so articles send readers and search authority to the main service pages.
Getting found by search engines and AI assistants (Attract)
- Search engines and AI crawlers allowed in. The site's robots.txt file had blocked AI crawlers. We opened it to search engines and AI crawlers before the new site launched.
- Structured data. Labels that tell search engines who the clinic is, who its physician is, which procedures it offers, and the answers to common questions.
- An XML sitemap submitted to Google and Bing, plus canonical tags so each page has one official address.
The website (Attract · Convert)
- A full rebuild as a custom-coded site, structured for local search around Loop's two service lines: pain management and vein treatment in Chicago.
- A dedicated page for each treatment and condition, so a search for a specific problem lands on a page about that problem.
- Copy for the service, main topic and about pages.
Tracking
- Click tracking on the booking button and the phone number, set up through a tag manager, so the clinic could see how often visitors tried to book or call.
- Session analytics on the new site, to see how people read and move through the pages.
Follow-up (Nurture) and automation (Automate) weren't part of this project.
And here's what Search Console showed afterward. ↓
What Changed: Same Months, One Year Apart
We compare July to October 2026 with the same four months of 2025. Those 2025 months came before any of Forja Growth's work, and comparing the same season controls for seasonal swings.
The full scoreboard
| Metric (Google Search Console, web search) | Jul–Oct 2025 | Jul–Oct 2026 | Change |
|---|---|---|---|
| Non-brand clicks (people who didn't search Loop's name) | 559 | 837 | +49.7% |
| All search clicks | 815 | 1,166 | +43.1% |
| Clicks from the US | 741 | 1,037 | +40% |
| Clicks on mobile | 466 | 675 | +45% |
| Click-through rate (share of searchers who clicked) | 0.71% | 1.19% | up |
| Non-brand search terms averaging a first-page spot | 162 | 315 | nearly doubled |
| Non-brand clicks | 559 | 837 |
|---|---|---|
| All search clicks | 815 | 1166 |
The 11 new pages
The 11 pages Fernando wrote earned 250 clicks from July to October 2026. A year earlier they had zero, because they didn't exist.
For scale: non-brand clicks rose by 278 over the same months. 250 is about 90% of 278. That's a comparison of two totals, not a breakdown: the 250 can include clicks from people who searched Loop's name.
One search term: spider vein treatment chicago
For “spider vein treatment chicago”, Loop's average position moved from 63.8 to 7.6 (July–October 2025 vs. 2026). That's from deep in the results to an average spot on the first page.
The rebuilt homepage
The homepage earned 676 clicks from July to October 2026, up from 477 in the same months of 2025. Its average position moved from 24.1 to 7.4.
The highest month in 16 months of data
October 2026 brought 335 search clicks, the highest month in the 16 months of data available (July 2025 to October 2026). October 2025 had 183.
| Jul 2025 | 230 |
|---|---|
| Aug 2025 | 223 |
| Sep 2025 | 179 |
| Oct 2025 | 183 |
| Nov 2025 | 217 |
| Dec 2025 | 211 |
| Jan 2026 | 237 |
| Feb 2026 | 249 |
| Mar 2026 | 241 |
| Apr 2026 | 247 |
| May 2026 | 269 |
| Jun 2026 | 247 |
| Jul 2026 | 267 |
| Aug 2026 | 268 |
| Sep 2026 | 291 |
| Oct 2026 | 335 |
Visits that included the sciatica guide
Readers who visited the sciatica guide averaged 4.7 minutes of active time per visit (Microsoft Clarity, 58 sessions, July–October 2026).
AI assistants sending visitors
Between July and October 2026, ChatGPT sent 17 visits to the site (Microsoft Clarity).
About this data
- Search data: Google Search Console export, web search, all countries unless a row says otherwise. Windows: July 1 – October 31, 2025 vs. July 1 – October 31, 2026.
- Non-brand clicks: all clicks minus clicks on searches for the clinic's or its physician's name.
- First-page search terms: non-brand search terms seen at least 10 times in the period, with an average position of 10 or better.
- Monthly clicks and October 2026: from Search Console's 16-month view, summed by month. October 2026 covers October 1–30, so the figure is conservative.
- Reading time and ChatGPT visits: Microsoft Clarity, July 1 – October 31, 2026, bot sessions excluded. Clarity was installed with the new site on July 1, so there's no earlier number to compare. Reading time is per visit (session), not time on one page.
What these numbers are not: they're search clicks and reading behavior, not patient, call or booking counts. Not every search term moved up. We report the totals, not just the winners.
“…our website wasn't doing anything for the practice. Fernando restructured everything — the site, the content, the technical foundation… If you're a practice owner who hasn't invested in SEO, you're leaving patients on the table.”
Good Reviews Aren't the Same as Being Found
If your clinic has a strong reputation but your website isn't bringing in people who don't already know your name, start by finding out where the gap is. Loop's project shows one approach: publish useful content early, rebuild the site around it, and let search engines and AI crawlers read it.
In your Growth Audit, we review your website, your Google Business Profile, where you rank on Google and in AI search, any ads you're running, and whether your business name, address and phone match everywhere you're listed. You get a written Growth Audit Report on the call.
Get a clear plan, whether or not you work with us.
See how the system works →