Alzein Pediatrics: A Case Study
The Overview
Alzein Pediatrics is a pediatric practice led by Dr. Hassan Alzein, with offices in Evergreen Park and Oak Lawn, Illinois, plus an urgent care line. We handled SEO for their website, alzeinpeds.com, from September 2019 until spring 2026, about six and a half years. That makes it one of the longest client relationships we have had. The work covered local SEO, link building, content, and Google Business Profile management.
The Challenge
When we started in 2019, the practice had two offices and an urgent care line to promote, and it was competing for local searches against established names like Pediatrics On Demand and Dr. George Kids. The goal was simple: be the first result parents see when they search for pediatric care, vaccines, or urgent visits in Evergreen Park and Oak Lawn, and stay there.
That is harder than it sounds in the Chicago area, one of the largest and most crowded healthcare markets in the country. A practice there is up against dozens of pediatric groups, urgent care chains, and hospital-backed clinics going after the same families in the same zip codes. For the whole engagement we tracked Alzein against Pediatrics On Demand, Dr. George Kids, Midwest Express Clinic, and Southwest Pediatrics. Getting onto page one is one thing. Holding the top spot year after year is the hard part.
What We Did
- Local SEO: Ongoing on-page work on service pages, location pages, and blog content for Evergreen Park, Oak Lawn, and Urgent Care.
- Google Business Profile management: We kept the listings for every location updated, including service descriptions, Q&A, photos, and posts, and checked them every month for more than six years.
- Link building and digital PR: Steady outreach and content placement, with new live links almost every month. Early links came from health and parenting sites like guidelineshealth.com and fivelittledoves.com. The final month’s placement was on wealthysinglemommy.com.
- Rank tracking and reporting: Monthly reports covering rankings for close to 300 keywords, competitor positions, and traffic trends. As search changed, including the rise of Google’s AI Overviews, we adjusted the plan.
The Results
Numbers from the final year of the engagement:
- Organic traffic up 63% year over year (30,348 sessions year to date)
- Total site traffic up 35.6% year over year (47,857 sessions year to date)
- 219 of 290 tracked keywords ranking in Google’s top 10, about 75%
- Ranked above every local competitor we tracked, for the entire engagement
#1 Rankings That Drive Real Patient Appointments
We skipped vanity keywords and went after the searches that turn into booked visits: vaccine and urgent care terms that parents search when they need an answer quickly. By the end of the engagement, the practice held the #1 position, including a spot in Google’s AI Overview, for:
- “flu vaccine for kids,” “kids flu vaccine,” “children’s flu vaccine,” “pediatrician flu vaccine,” and “pediatric flu vaccine”
- “HPV vaccine” and “HPV vaccination” (Evergreen Park)
This built on years of steady progress. In October 2022, those same flu vaccine terms ranked around #2.
Adapting Through COVID-19
When the pandemic hit in early 2020, search behavior for pediatric care changed almost overnight. We built and optimized a dedicated Telemedicine page, went after COVID-19 testing and vaccine terms as they appeared, and kept up monthly on-page SEO instead of pausing.
In April 2020, most telemedicine keywords were not ranking at all. By October 2020, all ten tracked telemedicine keywords, including “pediatrician on call,” “call a pediatrician,” and “pediatric telemedicine,” were #1 on Google, and COVID-19 testing terms were on page one. Total site traffic was up 108% year over year in that first pandemic year. The telemedicine rankings held for years, and by October 2022 the practice had top-10 rankings for nine COVID-19 vaccine search terms as parents’ searches shifted.
Growth Since Day One
In September 2019 we started from scratch, with basic on-page optimization and a couple of early link leads. Growth after that was steady rather than a single jump. Total site traffic was up 108% within the first year, and organic traffic was still growing 63% year over year in the final year. Keywords went from a handful on page one in 2019 to 219 of 290 in the top 10 by 2026, with #1 rankings held on the practice’s most valuable search terms for years.
Why It Worked
Consistency. Alzein Pediatrics got hands-on SEO, content, and link building work every month for over six years, through algorithm updates, a pandemic, and the shift to AI-powered search. We tracked rankings monthly against real competitors and changed the plan whenever the data called for it.
The Outcome
Alzein Pediatrics stayed the top-ranked pediatric practice in its market for nearly every keyword we tracked, and organic traffic was still climbing in its final year. The contract ended in May 2026 because the owner wanted to work with a family member instead. Our work for them from here is maintenance only.