How We Helped a Growing Canadian Counselling Practice Increase Organic Appointments by 102%
The Challenge
A growing group counselling practice serving clients across Canada came to Searchlight looking to strengthen its organic search presence and reach more potential clients.
The practice already had an established website and existing content, but needed support making better use of those resources while identifying new opportunities for growth.
The goal was to improve organic visibility across Canada by optimizing existing website content, developing new service pages, and creating educational blog content aligned with what potential clients were searching for.
What We Did
Reviewed existing website content to identify opportunities for SEO improvements
Conducted keyword research to support content optimization and new page development
Optimized existing pages to better align with relevant search intent
Developed new website pages to expand visibility for relevant services and topics
Created educational blog content to reach potential clients researching mental health and counselling topics
Supported ongoing content optimization to strengthen organic search performance
Comparing a 3 month period, with the same period in 2025, the practice experienced substantial improvements in organic visibility, website traffic, and appointments booked.
Highlights include:
60% increase in organic website sessions
102% increase in appointments booked through organic traffic
65% increase in organic search impressions, from 194K to 321K
77% increase in first-page ranking keywords in Canada, from 39 to 69
70% increase in first-page ranking keywords in the US, from 76 to 129
100% increase in Google AI Overview mentions in Canada, from 13 to 26
123% increase in Google AI Overview mentions in the US, from 26 to 58
These results demonstrate growth in both traditional organic search and AI-powered search visibility, alongside a substantial increase in appointments generated through the website.
Results: Year-Over-Year Growth
Key Takeaway
This counselling practice already had valuable content and an established foundation to build on. By improving existing pages and developing new content aligned with what potential clients were searching for, we helped expand its organic visibility and generate more appointments.
With organic appointments increasing by 102% year over year, the results demonstrate how a focused content and SEO strategy can support measurable business growth.
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