Brief
This highly respected sinus clinic revolutionized the balloon sinuplasty treatment for chronic sinusitis and has managed to remain a dominant force in an increasingly crowded space. To ensure that his practice could keep up with the growing demand for balloon sinuplasty, Dr. Kaplan decided to refresh his old website to emphasize this revolutionary procedure.
When Kaplan Sinus Relief first partnered with Baal & Spots, the practice had established clinical expertise and a strong local reputation, but its digital presence did not fully reflect its market potential. The website generated limited organic visibility, attracted relatively little search traffic, and lacked the technical and content foundation necessary to compete aggressively in organic search.
Over the course of the partnership, Baal & Spots developed and executed a long-term SEO and digital growth strategy focused on technical optimization, content development, user experience improvements, and strategic service expansion.
The result was a dramatic increase in rankings, traffic, visibility, and patient engagement.
The challenge
The challenge faced by Dr. Kaplan's practice stemmed from a previous website that faced:
Limited first-page keyword visibility
Low organic website traffic
An aging website experience that was not optimized for mobile users
Limited educational content targeting patient search behavior
Technical SEO shortcomings that restricted search performance
Increasing competition from larger healthcare organizations and ENT practices
The practice needed more than incremental SEO improvements. It needed a digital platform capable of supporting long-term growth while creating a better experience for prospective patients.
In collaboration with Baal & Spots, a strategic shift was made in the site's redesign to ensure that balloon sinuplasty was positioned front and center. The new layout streamlined the navigation, creating a user-centric experience that directly funneled users toward information on the balloon sinuplasty procedure, Dr. Kaplan's expertise, and how to schedule a consultation, thereby aligning the website more closely with the clinic's key service offering and strategic goals.
The results
Organic search visibility growth
One of the clearest indicators of success was the practice's dramatic increase in first-page keyword rankings:
Year | Page 1 Keywords | Year-Over-Year Growth |
Baseline | 293 | — |
Year 1 | 987 | +237% |
Year 2 | 3,766 | +282% |
Year 3 | 5,242 | +39% |
Year 4 | 7,805 | +49% |
Year 5 | 9,465 | +21% |
Kaplan Sinus Relief increased its first-page keyword footprint from fewer than 300 rankings to nearly 9,500 page-one rankings, creating significantly more opportunities for prospective patients to discover the practice through organic search.
Organic traffic growth closely mirrored the increase in rankings. While search performance naturally fluctuated as Google evolved its algorithms, the long-term trend remained overwhelmingly positive. Average monthly organic traffic grew from fewer than 200 visitors in Year 1 to approximately 120,000 estimated monthly visitors in Year 5.
As search behavior evolved and Google's AI-powered search experiences became increasingly important, Kaplan Sinus Relief also experienced significant gains in AI search visibility. In 2025 alone, Kaplan’s appearances in the Google AI overview grew from 1,127 to 3668 — a nearly 300% increase.
Patient engagement and conversion growth
SEO success only matters when it contributes to business outcomes. Throughout Kaplan Sinus Relief’s partnership with Baal & Spots, the clinic experienced substantial growth in appointment scheduling activity generated through the website:
Year | Schedule Appointment Events | Year-Over-Year Growth |
Year 1 | 1,198 | — |
Year 2 | 3,027 | +153% |
Year 3 | 3,356 | +11% |
Year 4 | 6,361 | +90% |
The growth in appointment-related engagement demonstrates that the increase in traffic was not just attracting more visitors, but also more prospective patients.
Expansion into new service areas
In 2025, Kaplan Sinus Relief expanded its clinical capabilities, and asked Baal & Spots to help the practice grow beyond its established sinus-focused footprint. Following the addition of new physician assistants and broader ENT and allergy offerings, the website was expanded to support new specialties and patient search intent.
Since the service area expansion went live in 2025, results included substantial growth in keyword visibility across multiple service categories:
Topic Area | Keyword Growth |
Ear Cleaning | 2 → 65 |
GERD | 16 → 121 |
Laryngitis | 8 → 168 |
Voice Disorders | 22 → 104 |
Ear, Nose & Throat | 1 → 28 |
ENT Specialist | 0 → 18 |
Houston-Based Searches | 233 → 318 |
Branded Searches | 107 → 136 |
"Near Me" Searches | 7 → 51 |
How we did it
1. A new site designed to inform and convert
Several years into the partnership, Baal & Spots identified an opportunity to accelerate growth through a complete website redesign. The redesign focused on:
Mobile-first development
Improved navigation and usability
Faster page load speeds
Better Core Web Vitals performance
Enhanced conversion pathways
Improved accessibility and user experience
The goal was simple: create a website that performed better for both users and search engines.
2. Technical SEO foundation
The new website incorporated a stronger technical framework designed to improve crawlability, indexing, and search visibility through the following:
Structured schema markup implementation
Improved site architecture
Internal linking optimization
Enhanced metadata strategy
Mobile optimization
Ongoing technical audits and fixes
These improvements helped search engines better understand the site's content and services while creating a stronger foundation for future growth.
3. Content expansion and refresh
Content became one of the primary drivers of growth. Baal & Spots developed a content strategy designed to answer the questions prospective patients were already searching for:
Service page optimization
Educational patient resources
Frequently asked questions
Video content
Interactive resources such as an intuitive sinus quiz
Ongoing content refreshes to maintain relevance and accuracy
As the site's content library expanded, Kaplan Sinus Relief earned visibility across thousands of additional search terms.
4. A social media strategy that doesn’t follow trends, but sets them
Starting in October 2024, Baal & Spots began integrating an aggressive Facebook and Instagram marketing strategy that works hand-in-hand with our ongoing SEO efforts. This includes dynamic posts that do more than just pop on the screen: they educate, inform, and do the legwork necessary to build true brand recognition and a consistent brand experience both on and off of Kaplan Sinus Relief’s website.
As of 2026, this strategy has earned Kaplan Sinus Relief a total of 5,620 Facebook followers (a 296% follower increase from the October 2024 baseline).
Baal & Spots then expanded Kaplan Sinus Relief's social presence by launching an Instagram page in May 2025, building on the momentum already established on Facebook. Over the following year, the account built steady organic momentum through a mix of top-of-funnel, trend-aligned content designed to expand reach and discovery, layered with evergreen educational content that built credibility and authority with prospective patients. This organic foundation drove consistent gains in video views and engagement well before any paid spend was introduced. Starting in January 2026, Baal & Spots layered in a dedicated paid boosting budget to accelerate that existing momentum, further extending paid distribution to qualified local audiences. By June 2026, the account had grown to 1,290 followers and generated 41,403 video views and 1,613 engagements, reflecting the compounding effect of organic strategy and paid social working together.
5. A paid search strategy built to capture demand and scale with growth
Paid search has played an important role in Kaplan Sinus Relief’s growth by connecting the practice with prospective patients at the moment they are actively searching for symptoms, treatment options, and local specialists.
Baal & Spots developed a layered Google Search strategy spanning sinus symptoms, balloon sinuplasty, and broader ear, nose, throat, and allergy services. Campaigns were continually refined based on patient search behavior, conversion performance, and the practice’s evolving service priorities.
The impact of this strategy was especially clear in 2025:
Year | Spend | Imps | Clicks | Avg. CPC | Convs | CVR | CPL |
2024 | $71,381 | 156,679 | 11,953 | $5.97 | 1,503 | 12.6% | $47.49 |
2025 | $119,161 | 394,763 | 21,386 | $5.57 | 2,795 | 13.1% | $42.63 |
YoY Growth | +67% | +152% | +79% | -7% | +86% | +4% | -10% |
In 2025, paid search generated 86% more conversions than the previous year. While investment increased to support the practice’s growth, conversions increased faster than spend, and cost per conversion improved by 10%.
The account also more than doubled its visibility, increasing impressions by 152%, while generating 79% more website traffic from paid search. Despite this significant expansion, average CPC decreased by 7%, demonstrating that the additional reach was achieved without paying more for each visitor.
Expanding paid search alongside the practice
As Kaplan Sinus Relief expanded beyond its established sinus and balloon sinuplasty services, Baal & Spots adapted the paid search strategy to support the practice’s broader clinical capabilities.
A dedicated Houston ENT campaign launched in May 2025 to reach patients searching for a wider range of ear, nose, throat, and allergy-related care. During its first eight months, the campaign generated approximately 914 conversions at an average cost of $35.91 per conversion, considerably more efficient than the account-wide average.
This expansion helped paid search evolve alongside the practice, supporting new service lines while preserving visibility for the high-intent sinus and balloon sinuplasty searches that established Kaplan Sinus Relief’s digital presence.
Building on the momentum in 2026
Performance has continued to strengthen in 2026. Through July 2026, paid search generated approximately 2,291 conversions, a 67% year-over-year increase.
The conversion rate also improved from 13% to 17%. Although average CPC increased as competition intensified and the account pursued more valuable local and treatment-focused searches, cost per conversion still improved from $45 to $43.
Through ongoing campaign restructuring, keyword refinement, bid optimization, and strategic budget allocation, paid search has become a scalable patient-acquisition channel capable of supporting Kaplan Sinus Relief’s continued expansion.
Conclusion
Kaplan Sinus Relief's growth demonstrates what can happen when SEO is treated as a long-term business strategy rather than a short-term marketing tactic.
Through a combination of technical SEO, content development, website optimization, and ongoing strategic guidance, Baal & Spots helped transform the practice's digital presence from a modest local website into a dominant regional search performer.
The results speak for themselves:
Page-one rankings increased from 293 to 9,465.
Appointment scheduling events increased more than fivefold.
Visibility expanded into entirely new service categories.
AI search appearances more than tripled.
Most importantly, the website evolved into a scalable growth engine capable of supporting Kaplan Sinus Relief's continued expansion and patient acquisition efforts.
