The Challenge
Bloom Myofunctional & Speech Therapy is a private practice in Dallas, Texas, run by Laura Friedman, MS, CCC-SLP, QOM. It is unusual in a useful way: Laura holds dual certification as both an ASHA-certified speech-language pathologist and a Qualified Orofacial Myologist, so the practice treats the full span from articulation and childhood apraxia through tongue thrust, mouth breathing, TMJ, and feeding difficulties — work families normally split across two or three providers.
The old website did not reflect any of that. Search Console showed the domain averaging about 121 impressions and 4 clicks a day across the 30 days before launch, at an average position of 8.7. Read carefully, that describes a narrow footprint: a good position on a small set of queries, most of them people already looking for Bloom by name.
The gap was discovery. A parent in Dallas typing "tongue thrust therapy," "signs of apraxia in toddlers," or "picky eater or feeding disorder" had no path to the practice. Neither did an adult searching myofunctional therapy for sleep apnea or TMJ — a category where Bloom has genuine certified expertise and very little local competition.
What We Built
We rebuilt bloomspeechandmyotherapy.com from scratch on our SEO-first methodology, with the structural decisions tuned for a health practice.
Technical Foundation
- Next.js with server-side rendering so every page arrives as HTML a crawler can read on the first request
- Core Web Vitals optimized for mobile — nearly all parent research happens on a phone
- Organization, WebSite and FAQPage JSON-LD with full NAP, phone, and verified social profiles, on a Vercel global CDN
SEO Architecture
- A page per condition, not a page per department. Three service hubs — speech, myofunctional, feeding — each with its own spokes: childhood apraxia, PROMPT therapy, articulation disorders and language delays under speech; tongue thrust, tongue tie, thumb sucking, mouth breathing, sleep apnea and TMJ under myofunctional; infants, toddlers, picky eaters and sensory feeding under feeding. Each is a separate URL with its own title, meta description, and internal links.
- Separate adult and pediatric tracks on the speech and myofunctional hubs. An adult researching tongue-thrust therapy for themselves and a parent researching it for a five-year-old are different searches in different language.
- A dedicated telehealth section — how it works, plus online speech and online myofunctional pages — because the practice serves clients beyond driving distance and those searches are their own category.
- Location pages for Dallas and Plano carrying real local signals instead of one generic "service area" paragraph.
- XML sitemap submitted to Google Search Console and Bing Webmaster Tools on day one.
Content & Trust
- A thirty-post comparison-driven blog targeting the questions that come before booking: myofunctional therapy versus mewing, speech therapy versus ABA, speech therapy versus occupational therapy, tongue thrust exercises, speech milestones by age.
- A resources hub that answers the money questions plainly — cost guides for speech and myofunctional therapy, insurance coverage, what to expect at a first session, and parent guides. Most practice sites bury pricing; the ones that answer it rank for it.
- Credential and authorship depth — a full clinician bio page, an approach page, and a published editorial policy. For health content, Google's quality signals lean hard on who wrote this and why anyone should trust them.
- Real reviews only — the 5.0 rating from 29-plus reviews shown on the site comes from the practice's actual Google profile.
The Results
Comparing the 30 days before go-live against the first 60 days after, from Google Search Console and GA4:
Search Visibility
| Metric | Before (avg/day) | After (avg/day) | Change |
|---|---|---|---|
| Google Impressions | 120.7/day | 214.2/day | +77% |
| Google Clicks | 4.1/day | 4.6/day | +12% |
| Average Position | 8.7 | 14.1 | +61% (worse) |
Traffic Totals
| Metric | Before (30 days) | After (60 days) |
|---|---|---|
| Impressions | 3,621 | 12,851 |
| Clicks | 122 | 277 |
| GA4 Sessions | 22 | 868 |
Where It Is Now — 109 Days of Data
The 60-day window above is the comparison window, not the finish line. The daily chart covers 109 days post-launch, and every metric has kept climbing:
| Window | Impressions/day | Clicks/day | Avg. Position |
|---|---|---|---|
| Before launch (30 days) | 120.7 | 4.1 | 8.7 |
| First 60 days after | 214.2 | 4.6 | 14.1 |
| Most recent 30 days | 415.0 | 6.5 | 11.5 |
| Most recent 7 days | 699.4 | 10.3 | 7.8 |
Across all 109 days of post-launch data the site has earned 30,557 impressions and 585 clicks. The most recent week is the first stretch where both halves moved at once: nearly six times the pre-launch impression volume and a better average position than the old site held. One week is a small sample and we are not calling it the new normal — but the direction has held for four months.
About That Position Number
We are publishing a headline metric that looks bad, so it is worth being direct about why. Average position went from 8.7 to 14.1 across the first 60 days. That is not a ranking drop on pages that were already ranking — it is arithmetic. Average position averages across every query a site appears for. The old site appeared for a small, mostly branded set and sat high within it; the new site appears for a far larger set, and new pages enter deep before they climb. The result is a worse average sitting on top of considerably more traffic.
The honest test is whether it recovers as Google settles, and here it has: 14.1 across the first 60 days, 11.5 across the most recent 30, 7.8 across the most recent week. Clicks followed the same curve — 4.6 a day early, 10.3 a day recently.
A Note on the Session Numbers
GA4 shows 22 sessions in the 30 days before launch against 868 in the 60 days after. We do not lead with that comparison: 22 sessions against 122 Search Console clicks over the same period means the old site's analytics were not capturing most of its traffic. The pre-launch figure is almost certainly an undercount, so any multiple calculated from it would be inflated. The 868 post-launch sessions are real and measured on a correctly instrumented property; the multiple is not something we will claim.
Why It Worked
Health practices are the clearest case for condition-level pages we have. Nobody searches "speech-language pathology services." They search the thing worrying them at 11pm — the four-year-old who is still hard to understand, the tongue tie the dentist mentioned, the kid who eats six foods. Each is a different query with different intent, and one "Our Services" page cannot rank for more than one of them.
Bloom already had the harder half solved: real dual certification, fifteen years of clinical experience, and a five-star review profile. What was missing was a site structured so Google could see all of it. Four months in, the practice surfaces for hundreds of queries it never appeared for before, with impressions near six times the old baseline and average position back inside the top ten.