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.
- Clinical-method explainers written for the people who search them — including a long explainer on DTTC (Dynamic Temporal and Tactile Cueing), the apraxia treatment approach the practice uses. Four months on, that one page is the single largest source of search visibility on the site.
- 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 most recent 28 days of data (September 6 – October 3), from Google Search Console and GA4:
Search Visibility
| Metric | Before (avg/day) | Last 28 days (avg/day) | Change |
|---|---|---|---|
| Google Impressions | 120.7/day | 866.0/day | +617% |
| Google Clicks | 4.1/day | 8.8/day | +115% |
| Average Position | 8.7 | 8.0 | 8% closer to page 1 |
Across the whole post-launch window — 122 days of data — the site averages 389.2 impressions and 6.0 clicks a day, up 222% and 45% against baseline at an average position of 10.6. We lead with the recent window because it is where the site is now, and we publish the full-window average beside it because it is where the site has been.
Traffic Totals
| Metric | Before (30 days) | After (June 4 – October 3) |
|---|---|---|
| Impressions | 3,621 | 47,478 |
| Clicks | 122 | 726 |
| GA4 Sessions | 22 | 2,281 |
The Monthly Climb
A single before-and-after comparison hides the actual story, which is that nothing much happened in month one and a great deal happened in month four:
| Window | Impressions/day | Clicks/day | Avg. Position |
|---|---|---|---|
| 30 days before launch | 120.7 | 4.1 | 8.7 |
| June 4–30 | 151.1 | 3.3 | 14.6 |
| July | 271.8 | 5.9 | 14.1 |
| August | 293.0 | 5.5 | 12.5 |
| September | 810.0 | 8.9 | 8.1 |
| October 1–3 (partial) | 530.0 | 5.3 | 9.8 |
June was essentially flat on impressions and slightly down on clicks — the honest first month of a site Google has not finished crawling, indexing, and trusting. July roughly doubled impressions. August held. September nearly tripled August while average position improved by four and a half places at the same time, which is the combination you want: more queries and better placement on them.
Top Search Queries (last 28 days, September 7 – October 4)
| Query | Clicks | Impressions | Position |
|---|---|---|---|
| bloom speech therapy | 6 | 147 | 6.7 |
| dttc | 6 | 1,043 | 7.5 |
| bloom myofunctional therapy | 5 | 11 | 1.7 |
| dttc apraxia | 4 | 523 | 8.0 |
| dttc speech therapy | 3 | 359 | 8.8 |
| myofunctional therapy | 2 | 316 | 4.5 |
| myofunctional therapy near me | 2 | 180 | 10.2 |
| dttc full form | 2 | 144 | 7.3 |
| myofunctional therapy dallas | 2 | 64 | 14.6 |
| speech therapy near me | 2 | 31 | 11.8 |
| myofunctional therapy insurance coverage | 1 | 100 | 6.4 |
Two patterns are worth naming. First, the clinical-method content is carrying the site. The DTTC family of queries — "dttc," "dttc apraxia," "dttc speech therapy," "dttc full form," "dttc vs prompt," "dttc certification" — accounts for roughly 2,100 impressions and 17 clicks in 28 days, all inside the top 10. The page behind them, a single explainer on how DTTC works, earned 5,541 impressions and 70 clicks at position 6.6, more clicks than the homepage. That page exists because the practice actually uses the method and we wrote the real explanation rather than a keyword paragraph.
Second, the discovery queries the old site never touched are now live: "myofunctional therapy" at 4.5, "myofunctional therapy near me" at 10.2, "myofunctional therapy dallas" at 14.6, "speech therapy near me" at 11.8. Two are page 1, two are not yet. The thumb-sucking elimination page is quietly building the same way — 2,422 impressions at position 8.6 — and the insurance coverage resource now surfaces for "myofunctional therapy insurance coverage" at 6.4, exactly the pre-booking question most practice sites refuse to answer.
Reading the Data Honestly
Two caveats belong with the numbers above.
Two days are unusually high. September 26 and 27 carry 4,549 and 2,815 impressions against a neighbouring trend of roughly 900. Excluding both, the last 28 days average 649 impressions a day rather than 866 — up 438% on baseline instead of 617%. The conservative number is still a five-fold increase, and it is the one to use if you prefer your case studies spike-free.
Average position was worse for three months. It went 8.7 before launch to 14.6 in June, and only crossed back under the baseline in September. That is not a ranking collapse on pages that already ranked; 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. We published the 14.1 figure in the first version of this case study rather than waiting four months for a flattering one.
A Note on the Session Numbers
GA4 shows 22 sessions in the 30 days before launch against 2,281 across the four months 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 2,281 post-launch sessions are real and measured on a correctly instrumented property; the multiple is not something we will claim.
Key Takeaways
- Impressions up 617% over the last 28 days — 120.7/day before launch to 866.0/day, or 649/day if you exclude the two-day late-September spike. Full-window average is 389.2/day, up 222%.
- Clicks up 115% — 4.1/day to 8.8/day, after sitting below baseline for the whole first month.
- Average position recovered and passed the baseline — 8.7 before launch, 14.6 in June, 8.0 over the last 28 days, on roughly seven times the query volume.
- One clinical explainer out-earned the homepage. The DTTC page produced 70 clicks and 5,541 impressions in 28 days at position 6.6. Depth on a method you actually practice beats another page of service bullets.
- The curve took four months, not four weeks. June was flat. Anyone selling a healthcare practice faster organic results than that is selling ads.
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, the apraxia acronym a school SLP mentioned in a meeting. 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 — and content written at the depth a clinician can actually defend. Four months in, the practice surfaces for hundreds of queries it never appeared for before, at an average position better than the old site held, and its single best-performing page is an honest explanation of a treatment method most of its competitors do not mention at all.