Client: Mindfully Behavioral Health
Industry: Mental Health & Psychiatry
Location: Ohio (14 Locations including Fairfield, Western Hills, and Greater Cincinnati)
Duration: May 2025 – January 2025
Agency: TechHouse
Role: Senior SEO Specialist (Lead Strategist & Implementation)
Overview
Mindfully Behavioral Health is a mental health organization offering therapy and psychiatry services across 14 locations in Ohio, with primary offices in Fairfield and Western Hills. I joined this project in May 2025 as a Senior SEO Specialist through TechHouse Agency, with the goal of rebuilding their SEO framework to strengthen local visibility, conversion performance, and multi-location scalability across the Greater Cincinnati Area specifically and Ohio generally.
Initial Challenges
When I took over the project, Mindfully’s website had decent organic traffic but low conversions. Most of the visitors came through blogs, while high-intent service and location pages were underperforming. Key issues included:
| Category | Problem Identified |
| Content & Targeting | Services were not aligned with user intent; content lacked structure and clarity. |
| Technical SEO | Numerous broken links, incorrect redirects, and keyword-stuffed URL structures. |
| Meta Optimization | ~60% of therapist profile pages had missing titles and descriptions. |
| User Experience | Multiple CTAs confused users — therapy and psychiatry inquiries overlapped. |
| Local Visibility | Location pages were generic and not optimized for “near me” intent. |
Psychology Today was ranking ahead of Mindfully for therapist-specific searches, and most service pages failed to match the language and tone of the local community.
SEO Objectives
For this project, I outlined the following objectives:
- Rebuild the site’s structure around service + location intent (e.g., “DBT Therapy Fairfield OH”).
- Improve conversion rates by redesigning forms and simplifying user journeys.
- Fix technical issues impacting crawlability and on-page performance.
- Increase visibility for both branded and non-branded queries.
- Develop a scalable SEO SOP for content and location expansion.
SEO Strategy
The strategy revolved around matching user intent, simplifying navigation, and building localized authority. I:
- Conducted keyword mapping across 14 Ohio locations, identifying top opportunities through SEMrush and Google Search Console (GSC).
- Created dedicated location pages for all the offices (Fairfield, Western Hills, and others).
- Unified all forms into one central system where users could select their service type
- therapy,
- psychiatry, or
- telehealth
reducing confusion and improving conversion paths.
- Redesigned pages and created writer SOPs to maintain an empathetic, community-oriented tone, matching how local Ohio residents identify and speak.
- Used Screaming Frog for site audits and technical fixes.
- Relied on GSC for keyword tracking (HIPAA-compliant alternative to GA4).
Performance Summary
The following graph and table provides a quantitative comparison of the website’s growth over the 6-month campaign.
| Metric | May–Oct 2025 | Previous 6 Months | Change | Growth % |
| Total Organic Clicks | 32.7K | 25.3K | +7.4K | +29.2% |
| Total Impressions | 131K | 94K | +37K | +39.4% |
Top Performing Queries (GSC Data)
This section highlights how both branded and non-branded queries grew, showing improved visibility and reach.
| Query | Clicks (Last 6 Mo.) | Previous 6 Mo. | Difference | Impressions Growth |
| Mental health services | 4,090 | 3,754 | +336 | -2,536 |
| Psychiatry services | 754 | 667 | +87 | +956 |
| Therapy fairfield | 422 | 312 | +110 | +546 |
| online therapy that takes medicaid | 415 | 51 | +364 | +9,592 |
| psychiatrist near me | 87 | 52 | +35 | +15,872 |
| therapist near me | 87 | 66 | +21 | +3,154 |
| dbt therapy near me | 23 | 10 | +13 | +5,723 |
Key SEO Actions Implemented
The following table outlines the practical SEO improvements made and their impact on results.
| Area | Action Taken | Impact |
| Technical SEO | Fixed broken links, optimized redirects, and cleaned URL structure | Better crawlability & indexation |
| Content Optimization | Created targeted, empathetic service copy for each location | Improved dwell time & engagement |
| Local SEO | Enhanced GBP listings, ensured NAP consistency, optimized for “near me” | Increased map pack rankings |
| Keyword Strategy | Mapped [Service + Location] clusters for high-converting pages | Broadened local keyword footprint |
| CRO Improvements | Unified user forms to simplify conversion flow | Reduced drop-offs & improved lead quality |
Key Insights
This section summarizes major learnings that shaped the campaign’s success.
- User intent > Traffic volume: The focus on intent-driven keywords increased conversion-ready visits.
- Simplified UX drives real results: A unified form system streamlined user journeys.
- Local content resonance matters: Community-based tone in copy boosted engagement and trust.
- Branded + Non-branded synergy: Balancing both ensured visibility at every funnel stage.
Expansion Milestone
After seeing measurable growth across Ohio, the client decided to expand into Colorado, acquiring Ignite Counseling Colorado.
Due to the proven success of the Ohio SEO model, Mindfully specifically requested for me to lead the new project — building Ignite’s SEO presence from the ground up.
The plan now includes launching three new local hubs: Westminster (Main Office), Denver, and Longmont, using the same framework tested in Ohio.
Outcome Summary
This section consolidates the impact metrics and business results achieved during the project.
| Result Area | Outcome |
| Organic Traffic Growth | +29% increase in 6 months |
| Search Impressions | +39% increase overall |
| Conversions | Significant improvement via unified form system |
| Keyword Expansion | Improved visibility across therapy, psychiatry, Medicaid-related queries |
| Business Impact | Client expanded operations to a new state |
| Client Trust | Specifically requested my deployment for new project |
Next Phase
The next phase involves launching Ignite Counseling Colorado with three localized pages (Westminster, Denver, Longmont), integrating structured data, and building location authority through content localization and map optimization — replicating the proven Ohio growth model.