How B Physical Therapy Grew Search Visibility After a Complete Site Rebuild.
105
Top 3 Keywords
Up from 17
7000+
Total Ranking Keywords
Up from ~4000
550 to 50
Blog Posts
Cut to only what earned its place
The Challenge
550 Blog Posts. No Focused Strategy.
B Physical Therapy had a website. They had content. They had over 550 blog posts. What they didn’t have was a site built around how patients actually search.
The previous agency built service pages organized by clinical conditions, not by what someone types into Google when something hurts. Hip arthritis. Neck strain. Back sprain. Patients don’t search that way. They search “hip pain” and want a solution.
On top of that, dozens of service pages competed with each other. Multiple pages for sports rehab. Multiple pages for golf. Multiple pages for TMJ. The site was working against itself, and the blog archive, while massive, was mostly dead weight. Hundreds of posts that never ranked for anything.
When B Physical came to Clarity, the goal was straightforward: rebuild the digital foundation so the right patients find them, especially at their newer Lake Mary location.
The previous site looked fine on the surface. The structure underneath was the problem.
Your next patient is searching right now. Will they find you?
What We Changed
A Complete Structural Rebuild
Built Around Patient Intent.
Clarity rebuilt the site from the ground up with three priorities: simplify the service structure, cut what wasn’t working, and build pages around the language patients actually use.
Service pages were condensed from dozens of overlapping condition pages down to clear, search-aligned pages organized by pain point: back pain, neck pain, shoulder pain, knee pain, plus their specialty programs. No more three separate pages competing for the same sports rehab keyword. One strong page per topic.
The blog went from 550+ posts to roughly 50. We audited every post, kept only the ones that were ranking or had genuine potential, and removed the rest. Hundreds of pages of dead weight, gone.
The Lake Mary location got a dedicated, optimized page for the first time. Previously, their second location had almost no search presence despite being open for months.
Before
After
From dozens of competing condition pages to a clean structure built around how patients actually search.
What Happened Next
Cutting Pages Didn't Drop Traffic. It Climbed.
17→105
Top 3 Positions
7,000+
Total Ranking Keywords
Clicks & Impressions
Cutting hundreds of pages from a website usually triggers a traffic drop. It didn’t.
Within months of the new site going live:
- Keywords ranking in the top 3 positions grew from 17 to 105
- Total ranking keywords grew from roughly 4,000 to over 7,000
- Both clicks and impressions increased, a notable result in an environment where many sites are seeing impressions rise but clicks fall
- The Lake Mary location page did not exist in the previous website build, and now has consistent weekly traffic for high-intent local keywords.
Google Search Console graph showing the flat period before launch, the site going live, and the upward trajectory in both clicks and impressions post-launch. This is the key visual for the page.
Traffic didn’t drop after removing hundreds of pages. It climbed.
Initial
17 in top 3, ~4,000 total
After
105 in top 3, ~7,000 total
Search Console data for the Lake Mary page specifically, showing the jump from near-zero to consistent clicks.
Why It Worked
Less Content. More Visibility.
The instinct with a site that isn’t performing is to add more. More pages, more posts, more content. B Physical’s previous agency followed that instinct for years and produced 550+ blog posts that collectively did almost nothing.
The answer was the opposite. Fewer pages, each one built with purpose. Service pages structured around patient intent, not clinical taxonomy. A blog archive trimmed to only what earned its place. A new location page built to compete from day one.
Less content. More visibility. More patients finding the practice through the searches that actually matter.
Is Your Practice's Website Working Against You?
If your practice has a website that looks fine but isn’t producing, the issue is usually structural, not cosmetic. We can help you figure out where the gaps are.