Case Study
The Wellness Lab SEO Growth
& Local Booking Optimization
Provincetown, MA
Case Study
The Wellness Lab SEO Growth
& Local Booking Optimization
Provincetown, MA
A full-site SEO cleanup, local optimization and content strategy designed to increase search visibility and generate more booking opportunities.
Industry: Wellness / Healthcare
Capabilities: Technical SEO, Local SEO, On-Page SEO, Content Strategy
Overview
The Wellness Lab offers wellness services in Provincetown, MA and across the Cape Cod Region, but their website wasn’t attracting enough qualified search traffic which meant fewer booking opportunities from Google. We implemented a full-stack SEO program spanning technical fixes, on-page improvements across 200+ pages, internal linking, local SEO (GBP + citations), schema, and a blog strategy to capture more local intent and convert it into appointments.
Overview
The Wellness Lab offers wellness services in Provincetown, MA and across the Cape Cod Region, but their website wasn’t attracting enough qualified search traffic which meant fewer booking opportunities from Google. We implemented a full-stack SEO program spanning technical fixes, on-page improvements across 200+ pages, internal linking, local SEO (GBP + citations), schema, and a blog strategy to capture more local intent and convert it into appointments.
155
155
Google Profile Clicks
Google Profile Clicks
+32.7%
+32.7%
Total Users
Total Users
12
12
Bookings in 2 months
Bookings in 2 months
200+
200+
Pages Optimized
Pages Optimized
Organic Traffic
Page Load Speed
The Challenge
The Challenge
The Wellness Lab had a strong service offering, but their site wasn’t earning visibility in search and especially for high-intent local queries. Key service and category pages weren’t structured to match what people were searching for, and the site had technical and content issues that diluted relevance and crawlability.
We also found opportunities to strengthen the path from discovery → service page → booking, including internal links, metadata consistency, and local trust signals (Google Business Profile and citations). Combined, these factors limited both rankings and the number of qualified users reaching booking-ready pages.
The Wellness Lab had a strong service offering, but their site wasn’t earning visibility in search and especially for high-intent local queries. Key service and category pages weren’t structured to match what people were searching for, and the site had technical and content issues that diluted relevance and crawlability.
We also found opportunities to strengthen the path from discovery → service page → booking, including internal links, metadata consistency, and local trust signals (Google Business Profile and citations). Combined, these factors limited both rankings and the number of qualified users reaching booking-ready pages.
The Wellness Lab had a strong service offering, but their site wasn’t earning visibility in search and especially for high-intent local queries. Key service and category pages weren’t structured to match what people were searching for, and the site had technical and content issues that diluted relevance and crawlability.
We also found opportunities to strengthen the path from discovery → service page → booking, including internal links, metadata consistency, and local trust signals (Google Business Profile and citations). Combined, these factors limited both rankings and the number of qualified users reaching booking-ready pages.
The Solution
Technical SEO & Indexation Cleanup
We resolved issues that were preventing search engines from confidently crawling and indexing the site:
Fixed Canonical URL problems to consolidate ranking signals
Resolved error codes (4XX / 5XX / redirect issues)
Reduced duplicate content to prevent keyword cannibalization and index confusion
Improve page load speed to support UX and Core Web Vitals
The Solution
Technical SEO & Indexation Cleanup
We resolved issues that were preventing search engines from confidently crawling and indexing the site:
Fixed Canonical URL problems to consolidate ranking signals
Resolved error codes (4XX / 5XX / redirect issues)
Reduced duplicate content to prevent keyword cannibalization and index confusion
Improve page load speed to support UX and Core Web Vitals
Page Load Speed
On-Page Search Optimization
We standardized and improved key on-page elements at scale:
Rewrote meta titles and descriptions across 200+ pages to align with search intent and improve CTR
Complete blog audit overhaul
Improved heading hierarchy (H1/H2/H3) for clearer topical structure
Rebuilt and optimized category pages to better target priority service keywords and drive bookings
Optimized 20+ product pages
Internal Linking & Site Structure
We strengthened how authority and users flow through the website:
Built hub-style internal linking from category pages to priority services & product pages
Added contextual links from blogs to booking pages
Improved discoverability of high-converting pages and reduced orphaned content
Local SEO: Google Business Profile Improvements
To increase map visibility and local actions:
Optimized GBP categories, services, descriptions and content
Improved alignment between website services and GBP offerings
Focused on increasing calls, direction requests, and website clicks
Built/cleaned local citations to ensure NAP consistency
Increased coverage on relevant directories to support local rankings
Blog Content Strategy + Keyword Research + Schema Markups
To capture more demand and support service pages we implemented structured data to help search engines understand the site and improve eligibility for enhanced SERP presentation:
Completed keyword research based on service + symptom + local intent
Created a blog topic cluster strategy that funnels readers into service pages
Added conversion-focused CTAs and internal links to booking pages
Added/updated schema markup across priority templates/pages
On-Page Search Optimization
We standardized and improved key on-page elements at scale:
Rewrote meta titles and descriptions across 200+ pages to align with search intent and improve CTR
Complete blog audit overhaul
Improved heading hierarchy (H1/H2/H3) for clearer topical structure
Rebuilt and optimized category pages to better target priority service keywords and drive bookings
Optimized 20+ product pages
Internal Linking & Site Structure
We strengthened how authority and users flow through the website:
Built hub-style internal linking from category pages to priority services & product pages
Added contextual links from blogs to booking pages
Improved discoverability of high-converting pages and reduced orphaned content
Local SEO: Google Business Profile Improvements
To increase map visibility and local actions:
Optimized GBP categories, services, descriptions and content
Improved alignment between website services and GBP offerings
Focused on increasing calls, direction requests, and website clicks
Built/cleaned local citations to ensure NAP consistency
Increased coverage on relevant directories to support local rankings
Blog Content Strategy + Keyword Research + Schema Markups
To capture more demand and support service pages we implemented structured data to help search engines understand the site and improve eligibility for enhanced SERP presentation:
Completed keyword research based on service + symptom + local intent
Created a blog topic cluster strategy that funnels readers into service pages
Added conversion-focused CTAs and internal links to booking pages
Added/updated schema markup across priority templates/pages