Work / Pulse Diagnostics
Making a diagnostics lab visible to the people searching for it
Technical SEO and Core Web Vitals program for a regional healthcare-diagnostics network — architecture-level fixes that tripled organic appointment bookings in two quarters.
- Category
- SEO & Performance
- Shipped
- May 12, 2025
3.1×
Organic bookings
0.4→0.02
CLS
14/14
Local-pack rankings
Challenge
Pulse ran 14 locations and ranked for none of them. The site was a React SPA that rendered nothing without JavaScript, location pages shared one URL behind a state-driven modal, and CLS on the booking flow measured 0.4 — buttons moved as patients tried to tap them.
Solution
We migrated rendering to the server, gave every location and test type a crawlable URL with LocalBusiness and MedicalTest schema, and rebuilt the booking entry with reserved layout space and a stability budget. Internal linking was restructured so location, test, and insurance pages reinforce each other instead of competing.
Result
Organic appointment bookings tripled in two quarters. All 14 locations now rank in the local pack for their primary terms, CLS sits at 0.02, and the booking flow's mobile completion rate rose 38%.