The Wellness lab
Provincetown, MA
•
Wellness / Healthcare
The brief
Technical SEO · Local SEO · On-Page SEO · Content Strategy
838
Google Profile Clicks
+51.9%
Total Users
42
Bookings in 6 months
200+
Pages Optimized
The Wellness Lab had a strong service offering, but the site wasn’t earning visibility for high-intent local queries. Service and category pages did not consistently match search demand, while technical issues, duplicate content, and weak internal pathways diluted relevance and crawlability. The journey from discovery to booking also needed stronger local trust signals, clearer metadata, and better links between content and appointment-ready pages.
The solution
Technical SEO & indexation
Canonical URL fixes, error-code resolution, duplicate-content reduction, and faster load performance helped search engines crawl, index, and trust the site with more confidence.
On-page search optimization
Meta titles and descriptions were rewritten across 200+ pages, heading structure was clarified, category pages were rebuilt around priority service terms, and 20+ product pages were improved for search intent and bookings.
Internal linking & site structure
Hub-style category links, contextual blog pathways, and tighter routes to booking pages increased discoverability of high-converting content while reducing orphaned pages.
Local SEO & Google Business Profile
Google Business Profile categories, services, descriptions, and content were aligned with the website. Citation cleanup strengthened NAP consistency while the work focused on calls, directions, clicks, and local rankings.
Content strategy, keyword research & schema
Service, symptom, and local-intent keyword research informed a topic-cluster roadmap. Conversion-focused CTAs and internal links fed readers toward service pages, while updated schema markup improved search engines’ understanding of priority templates.
Measurement
950
Total clicks
26.1K
Total impressions
3.6%
Average CTR
20.9
Average position
Page speed scorecard