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Gastroenterology SEO Case Study: 13,595 Google Clicks for a Dallas GI Practice (and the Procedure Pages That Pay)

Writer: Daniel Madhan
Daniel Madhan
4 days ago
3 min read

Updated: 4 days ago

This gastroenterology SEO case study covers 16 months of Google data for Dr. Prashant Kedia, an interventional gastroenterologist in Dallas, Texas. He does what most GI practices send to a hospital: ERCP, EUS, POEM, and endoscopic sleeve gastroplasty (ESG), a cash-pay procedure. Before SEO, nearly every patient came by referral. After: 13,595 Google clicks, 12.1 million impressions, no ads. All numbers are from his Search Console export.

Gastroenterology SEO case study: 13,595 Google clicks, 12.1M impressions, 353 pages, 85% of top queries on page one

Gastroenterology SEO is about the patient who pays, not the click count

A colonoscopy pays about $1,000, through insurance. An ESG patient pays $5,000 to $10,000 cash. So 5,880 colonoscopy clicks and 1,183 weight-loss clicks are not the same number. Colonoscopy fills the schedule; procedure pages make the margin.

Clicks per cluster against what one patient is worth: colonoscopy about $1,000, ESG $5,000 to $10,000 cash
Where 13,595 Google clicks came from, by type of gastroenterology page

ESG SEO: 1,183 clicks on cash-pay weight-loss pages

The endoscopic sleeve gastroplasty, gastric balloon and bariatric revision pages brought 1,183 clicks. At a 10 to 20% contact rate, that is 118 to 236 contacts. Searches naming ESG: 34,241 impressions, 71 clicks, and the practice reports 10 to 15 ESG inquiries a month. Nobody refers that patient. She has to find him.

Weight-loss pages: 1,183 clicks, 118 to 236 contacts, $5,000 to $10,000 per ESG patient
ESG searches: 34,241 impressions, 71 clicks, 10 to 15 ESG inquiries a month

SEO for advanced endoscopy: ERCP, EUS, EDGE and POEM pages, 2,330 clicks

ERCP vs EUS, EDGE, G-POEM, Zenker’s myotomy, EUS cystgastrostomy and necrosectomy, SpyGlass lithotripsy. Few GI practices do these. The procedure pages brought 2,330 clicks, nine of ten on page one, EDGE at position 4.4, G-POEM at 4.8. Each searcher was already told she needs it; she is picking the doctor.

Advanced endoscopy pages: ERCP vs EUS, achalasia, bile duct stones, EDGE, G-POEM, Zenker's, SpyGlass, with Google positions
Average Google position for twelve interventional endoscopy procedure pages, all in the top five

Procedure-name keywords: ranked #1 to #4

“z poem procedure” at 1.1. “endoscopic necrosectomy” at 1.2. “zenker’s diverticulum” at 2.2, 56,039 impressions. “edge procedure” at 3.5. TIF, the reflux procedure: 12 keywords, 98 clicks, position 4.4.

Advanced procedure queries: eus vs ercp, edge procedure, TIF, zenker's, cystgastrostomy, necrosectomy, G-POEM, Z-POEM with positions

“EUS vs ERCP”: one comparison page at position 2.0

Eleven spellings, 500 clicks, average position 2.0. That patient is choosing her doctor. Comparison and cost pages together: 2,280 clicks.

EUS vs ERCP: 11 query variants, 500 clicks, average position 2.0
Comparison and cost pages brought 2,280 clicks

Cost keywords: 29,561 searches for gastric balloon cost, 14 clicks

Position 9, the bottom of page one. “colonoscopy cost”: 26,213 impressions, position 14, 7 clicks. Cost searches are the highest-intent keywords in GI, and the nearest to page one without being on it.

Cost queries by impressions: 29,561 people searched gastric balloon cost, 14 clicks at position 9
Cost queries for gastric balloon, ESG and colonoscopy with Google positions

Weight-loss SEO is the next 12 months: 140 pages at position 26

Every other cluster averages page one; weight loss averages page three. The Dallas ESG pages rank 10 and 14 (93 clicks); San Antonio, Austin and Houston rank 39 to 45 and still brought 101. At the colonoscopy click rate, these 1.3 million impressions would bring 3,894 clicks, not 1,183.

Impression-weighted average Google position by cluster: weight-loss pages at 26, the rest on page one
Click-through rate by cluster and what weight-loss pages would bring at the colonoscopy click rate
Endoscopic sleeve gastroplasty city pages: Dallas, Arlington, San Antonio, Austin, Houston, clicks and positions
Top weight-loss and metabolic pages by clicks with Google positions

Organic growth: 423 clicks in month one, 1,417 in month thirteen

The first 1,000-click month came in month nine. The December dip is normal GI seasonality; January recovered on its own.

Monthly Google clicks for a Dallas GI practice, June 2025 to June 2026: 423 to 1,417
Milestones: 423 clicks in month one, first 1,000-click month in month nine, 1,417 in month thirteen

Colonoscopy SEO: four night-before pages, 5,194 clicks

The volume engine. “Avoid smoking before colonoscopy” alone brought 2,609 clicks at position 3.3. They earn Google’s trust and fill the schedule. Ten pages brought 68% of all clicks; none is an “About us” page.

Four colonoscopy pages brought 5,194 clicks
Colonoscopy cluster: 53 pages, 2.0M impressions, 5,880 clicks
Top ten pages on a gastroenterology website by Google clicks

Decision pages beat condition pages 40 to 1

Condition pages (GERD, dysphagia) take 68% of impressions at a 0.01 to 0.04% click rate. Decision pages (ERCP vs EUS, Cologuard vs colonoscopy) get 1.3%. Condition content buys trust; procedure content turns it into patients.

Click-through rate of decision pages versus condition pages on a GI website
Share of impressions versus share of clicks by page cluster
Google impressions by page: five condition pages shown over six million times
140 weight-loss pages earned fewer clicks than 53 colonoscopy pages

Branded search: 394 clicks on the gastroenterologist’s name

Thirteen spellings of “Dr. Kedia”, his site first for all of them. The only keyword containing “gastroenterologist” is “dr kedia gastroenterologist”. Second-opinion patients search the doctor, not “gastroenterologist near me”.

394 clicks from patients searching Dr. Kedia by name

Page one rankings, mobile, and question keywords

850 of the top 1,000 keywords rank on page one. 69% of clicks come from a phone, where he ranks 5.2 against 12.7 on desktop. 225 keywords are full questions, 22% of clicks: the ones AI search answers quote.

850 of the top 1,000 queries rank on page one of Google
69% of clicks to the GI practice website came from mobile
Average Google position on mobile 5.2 versus desktop 12.7
Query length: three-word searches brought the most clicks
225 question queries brought 22% of clicks

Local SEO: Dallas searches, and the rest of the world

“dr kedia methodist dallas” at 4, “esg stomach tightening near me” at 10. 72% of clicks are American.

Dallas and near-me queries for the GI practice with average positions
Google clicks by country: 72% United States

Before and after gastroenterology SEO

Before and after the website rebuild for a Dallas gastroenterologist

  • WordPress rebuild, fast on a phone.

  • One page per procedure: ESG, balloon, ERCP, EUS, EDGE, G-POEM, Zenker’s, TIF, colonoscopy.

  • Comparison and cost pages, with real prices.

  • His name as a page.

  • Google Business Profile: 100+ calls a month on top of the website.


SEO for gastroenterologists in Texas

Intellius Medical runs gastroenterology SEO for independent GI practices in Dallas, Houston, Austin and San Antonio. Published pricing, no percentage of ad spend, you own the site. See our plans or more medical SEO case studies.



Gastroenterology SEO: frequently asked questions

Does gastroenterology SEO work without Google Ads?

Yes. Every number here is organic. Dallas bariatric surgeons pay $50+ per click for the same ESG patient.

How long does SEO for gastroenterologists take?

This practice reached 1,000 organic clicks a month in nine months.

How much does gastroenterology SEO cost?

Intellius plans start at $900 a month, no setup fee, no percentage of ad spend. You own the site.

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