Dermatologist SEO Case Study: Texas Skin and Vein
Increase in Phone Call Leads
Increase in Organic Traffic
Location
San Antonio, TX
Services Used
Local SEO
Content Strategy
On-Page SEO
Off-Page SEO
Client Overview
About Texas Skin and Vein
Texas Skin and Vein is a board-certified skin and vein practice with two clinics in San Antonio. The practice treats a full range of skin and vein conditions, from acne, eczema, and skin cancer screenings to biopsies, mole removal, and cosmetic and laser services, all under one roof.
It is led by Dr. Timothy Straight, board certified in Dermatology as well as Venous and Lymphatic Medicine, with more than 20 years of clinical experience. San Antonio Magazine has named him a Top Doctor four years running, from 2023 through 2026.The practice had the reputation already. What it wanted was to be found by patients who didn’t know the name yet, and to turn that online visibility into booked appointments at both locations.
The Challenge
Ranking in a Market Owned by Chains and Hospital Systems
San Antonio is a competitive market for medical search. National skin care chains and hospital system pages compete for the same treatment terms, and patients rarely scroll past the first handful of results or the map block at the top. The practice was ranking, just not in the places patients look. That meant most new patients still came through referrals and word of mouth, while the searches happening every day around both clinics went to someone else.
The Solution
Building Local Visibility Around Treatments, Not Terms
The strategy started with the treatments that bring patients through the door. We mapped the practice’s services to how San Antonio patients actually search, then built out content so each page targets one treatment and one market instead of covering everything at once. Thin pages were rewritten to answer the questions patients ask before booking, which is what earns a page one ranking on a medical search and what a patient needs to read before picking up the phone.
Alongside the content, two other tracks ran in parallel. Local SEO work focused on the Google Business Profile and the local signals feeding it, because map pack placement is what turns a search into a phone call for a practice like this. On-page and technical work tightened headings, metadata, internal linking, and indexing, so authority flowed from the site’s strongest pages into the treatment pages that needed to rank and Google could read what each page was for.
The Results
Page One Coverage Nearly Tripled
We went after treatment-level searches because that’s where booking intent sits. Someone searching for a mole removal or a vein consultation in San Antonio has already decided what they need and is choosing a provider. Those pages moved first, and the map placements followed.
On Page 1
Top 3 Rankings
Rankings That Became Appointments
Visibility only counts when the phone rings. Rankings were the point, but they aren’t the only result. What matters to a practice is whether the phone rings and the schedule fills.
Phone Calls From Search
Chat Leads
Organic Sessions
Tracked Conversions
Keeping Pace as Search Changes
The practice has grown a lot in the three years since we started, and the search results have changed just as much. Google now answers a large share of medical questions inside AI Overviews, and those answers tend to pull from sites that already rank well. A page one position is worth more than it used to be, and it’s easier to lose. Our work with Texas Skin and Vein continues so the practice stays visible as those shifts happen, not after.
Citations & AI-Referred Sessions to Date
AI Visibility
Cited Where Patients Ask Next
More patients now ask an AI assistant where to go before they ever open a map. This campaign was built with generative engine optimization in mind, shaping content to answer patient questions directly, in the format those systems pull from. Texas Skin and Vein is now cited in Google’s AI Overviews for 50 searches, and sessions referred from ChatGPT and Gemini grew to 34. That volume is still small, but the direction is clear. When someone asks where to find a dermatologist in San Antonio, the practice is part of the answer.
Texas Skin and Vein now competes on page one for the treatment searches that fill its schedule, holds map pack placement across a growing set of local terms, and appears in AI-generated answers where medical search is headed next. If your practice has built a strong reputation but the search results don’t show it, that’s fixable. Request your free SEO consultation and see what your market looks like from the top of page one.
For San Antonio Treatments Searches
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