My approach focused on building a scalable SEO system that could translate Expansive Therapy’s growing visibility into high-intent, service-specific conversions. Rather than treating each landing page as a standalone asset, I approached this as a full-site architecture problem and designed a structure that could support both search performance and user navigation across multiple locations and specialties.

The solution was implemented across three core layers: content architecture, SEO execution, and technical QA. Each layer was designed to reinforce the others, ensuring that the system could scale without introducing duplication, indexing issues, or inconsistencies in user experience.

Phase 1: Content architecture & SEO framework

• Mapped a full service and location structure across NYC and Los Angeles, defining parent, location, and specialty page relationships
• Designed a repeatable page system with 70+ structured elements per page, including headings, CTAs, FAQs, internal links, and schema considerations
• Aligned each page with high-intent search queries (e.g. “anxiety therapy NYC”, “LGBTQ therapist Los Angeles”)
• Built safeguards against duplicate content by varying page angles, internal linking patterns, and supporting content sections

Phase 2: Content development & on-page SEO

• Wrote all page copy across 37 pages, balancing SEO optimization with a trauma-informed, affirming tone aligned with the client’s clinical standards
• Integrated internal linking across all pages to strengthen topical authority and distribute ranking potential horizontally
• Implemented metadata, alt text, heading hierarchy, and structured content blocks to support both indexing and readability
• Collaborated with the client to ensure all content met clinical accuracy requirements while maintaining search intent alignment

Phase 3: Technical implementation & QA

• Worked closely with a developer in Framer to implement the page system within CMS constraints
• Managed indexing strategy, including identifying and resolving noindex issues, redirect errors, and crawlability gaps
• Led an extended QA phase to review every page for technical accuracy, internal linking integrity, and template consistency
• Resolved edge cases such as broken links, publishing errors, and rich text inconsistencies to ensure a clean, stable launch

By structuring the project in this way, we were able to launch a fully indexed, non-duplicative, and scalable SEO system that expanded Expansive Therapy’s reach beyond top-of-funnel content. The result was a significant increase in visibility for service-specific queries, contributing to over 4 million impressions within six months of launch.

Results

The impact of this project was both immediate and compounding. Within the first three months of launching the specialty pages, Expansive Therapy reached over 2 million impressions in Google Search. By the six-month mark, that number had doubled to over 4 million impressions, driven largely by newly indexed, service-specific landing pages targeting high-intent local queries.

All 37 pages were successfully indexed without duplication issues or ranking penalties. This is an important outcome given the scale and structural similarity of the content. The new architecture expanded Expansive Therapy’s visibility beyond blog-driven discovery and into bottom-of-funnel search behavior, capturing users actively looking for specific therapy services in NYC and Los Angeles.

Performance growth (6-month comparison)

Metric	Before (6 months)	After (6 months)	Change
Total Clicks	11.8K	19.8K	+67.8%
Total Impressions	1.43M	4.03M	+181.8%
Average Position	16.8	6.3	+10.5 positions

Key outcomes

• Average ranking improved from position 16.8 to 6.3 (page 2 → top of page 1)
• 4M+ impressions generated within 6 months of full launch
• 100% of specialty pages indexed and retained in search results
• Significant expansion into high-intent, service-based search queries
• Established a scalable SEO system capable of supporting future growth across new services and locations