Insights Case study
A Year of Organic Growth: Traffic Up 97% and Half of All Registrations
A national specialty healthcare organization grew organic traffic 97% in one year, and organic search produced half of all new registrations.
The short version: in one calendar year, organic traffic for a national specialty healthcare organization grew 97% to 58,500 visitors, and organic search became the single largest source of new registrations, producing half of them.
The numbers at a glance
| Metric | Result |
|---|---|
| Organic website visitors for the year | 58,500 |
| Year-over-year organic growth | +97% |
| Keywords ranking in Google’s top 100 | 3,871 |
| Keywords ranking in the top 3 | 207 |
| Search traffic from non-branded queries | 86.5% |
| Estimated annual value of organic visibility | $100,800 |
Organic search became the lead channel
By the end of the year, 54% of all website traffic came from organic search, followed by Google Ads at 22.4%, direct visits at 16%, and social at 7.3%. The conversion data told the same story, since organic search drove 1,645 of the year’s 3,284 database registrations (50.1%), with Google Ads contributing another 1,248 (38%).
| Conversion type | Total | From organic | From Google Ads |
|---|---|---|---|
| Database registrations | 3,284 | 1,645 (50.1%) | 1,248 (38.0%) |
| Contact forms | 1,466 | 521 (35.5%) | 495 (33.8%) |
| Program applications | 3,048 | 655 (21.5%) | 674 (22.1%) |
Across all three conversion types, organic search and Google Ads together produced 5,238 of 7,798 conversions, or about 67%. The two channels, SEO and Google Ads, worked as a team, with ads capturing high-intent searches immediately while content earned rankings that the organization no longer had to pay for.
Short-form video carried applications
One result stood out. TikTok produced 1,045 program applications, more than any other channel and 34.3% of the total. For an audience that researches carefully before committing, short-form video drove conversions as well as awareness, which is part of why we take creator partnerships seriously.
What drove the results
- Content that answered hard questions directly. The year’s top seven articles each earned between 2,100 and 6,300 pageviews, and each one tackled a specific, emotionally loaded question that prospective patients ask before they ever pick up the phone.
- Consistent publishing. New content kept compounding on the authority earlier content had built, which is how the site reached 207 keywords in Google’s top three.
- Channel-level tracking. Conversions were tracked by source, so budget decisions followed actual registrations and forms rather than clicks.
Client name withheld for confidentiality. Data from Google Analytics and Semrush.
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If your practice serves families during some of the most important decisions of their lives, Samantha would love to hear what you are building and where your marketing could serve them better.