The clinic was invisible on its own homepage.

The challenge

An old firewall, set up through the hosting company, showed a "please wait while your request is being verified" screen to every visitor. Search engine and AI crawlers do not run that check, so they saw an empty page instead of the content. The firewall account was orphaned and locked, so nobody could change its settings.

What I did

1. 01

   Removed the firewall

   Pointed the DNS straight to the origin server, with its own SSL. The site now loads directly for people and crawlers.

2. 02

   Cleaned the index

   310 thin product-tag archives set to noindex, 5 broken internal links fixed and 16 links to an expired old site repointed or removed.

3. 03

   Titles, schema and local signals

   Unique, location-aware titles and descriptions for every treatment page, MedicalClinic and Physician schema, and the same name, address and phone on the site, the schema and the directories. A duplicate Yelp listing was merged.

4. 04

   Speed and crawlers

   Images cut from 5.85 MB to about 0.56 MB, and robots.txt updated to block utility pages and explicitly allow AI crawlers.

5. 05

   Conversion tracking

   GA4 had been reporting nothing. Now it records new patient clicks, calls and form activity.

Early results

SEO takes time, and these fixes shipped only weeks ago, but the direction is clear. The average position moved from 13.5 to about 9, click-through rate rose from 2.9% to 3.29%, and the site now appears in Google's AI results, with 948 impressions in 28 days: a surface that was impossible while crawlers were blocked. For the first time, the clinic can see how many patients the website sends.

What comes next

The next phase moves from repair to growth: push the terms already on page one into the top three, add location pages for nearby cities with real demand, surface the clinic's Google reviews on the site, turn service pages into pages that book appointments, and fix Core Web Vitals.

What this means for your business

A site can look fine to you and still be invisible to Google. Security plugins, firewalls, redirects and old migrations are common causes, and they rarely show up until traffic falls. A technical audit finds them in days. If your traffic dropped and nobody can explain why, start there.

Services used in this project

More case studies

Client names and domains are kept confidential. Figures come from the client's Search Console, GA4 or Semrush for the periods shown. Past results do not guarantee future rankings.