Case Study
CALM Therapy is a New Jersey practice I've worked with since before Binswar existed. I handled the website, the SEO, and everything digital, from a blank page to where it stands today. I didn't start out knowing this work. I learned it by doing it, on a real practice, with real stakes, and that's exactly why I trust what I know now.
Where it began
Early on, the blog lived on Medium, separate from the site itself, which meant every piece of writing was driving readers somewhere else instead of building anything on CALM's own domain.
On page SEO was bare minimum. Page titles and descriptions were generic, often missing entirely. There was no real keyword strategy behind any of it, no thought given to how someone actually searching for support would phrase what they were going through.
The result was a site that looked fine but stayed largely invisible. Search Console showed it: low single digit clicks some months, average rankings buried past page three.
Not one action but several changes made together. It's difficult to pinpoint what had the most impact, but collectively they changed how the site performed.
Migrated writing off Medium and onto the site itself using Sanity as a real CMS, meaning every post now lives on CALM's own domain instead of pointing traffic elsewhere.
Titles, meta descriptions, and canonical tags on every page. The unglamorous groundwork that's easy to skip and expensive to skip.
Added breadth where there wasn't any, including dedicated specialty pages like OCD, giving search engines and real visitors more to actually find.
A full visual and structural redesign, with performance and mobile optimization built in alongside everything else. The site now ranks meaningfully better on mobile than desktop, average position 7.6 versus 15.2, which matters since most people searching for a therapist are doing it from their phone.
Averages across full months. Pulled directly from Google Search Console.
Source: Google Search Console. Before = Feb–Apr 2025 average. After = Feb–May 2026 average.
Every other month shown for clarity. Position got worse before it got better, then held steady in the page-one range.
| Period | Average position |
|---|---|
| Feb '25 | 31.2 |
| Apr '25 | 34.6 |
| Jun '25 | 40.6 |
| Aug '25 | 21.5 |
| Oct '25 | 6.1 |
| Dec '25 | 8 |
| Feb '26 | 9.7 |
| Apr '26 | 9.9 |
Source: Google Search Console, sampled every other month, Feb 2025 – Apr 2026.
Every other month shown for clarity. From scattered double digits to a sustained four-figure plateau.
| Period | Impressions |
|---|---|
| Feb '25 | 65 |
| Apr '25 | 211 |
| Jun '25 | 593 |
| Aug '25 | 779 |
| Oct '25 | 1217 |
| Dec '25 | 1017 |
| Feb '26 | 4367 |
| Apr '26 | 3123 |
Source: Google Search Console, sampled every other month, Feb 2025 – Apr 2026.
Still going
Some pages on the site still aren't pulling their weight. The fees and insurance page, for example, gets real impressions but almost no clicks, something worth digging into rather than hiding.
That's the nature of SEO. It's not a one-time fix you launch and forget, it's an ongoing effort that keeps responding to what's actually happening in search. CALM's results came from sustained attention over time, not a single redesign.
One specific result
After moving the blog onto the site itself, a single post on compassion and integrity pulled in over 11,000 impressions, more than four times the homepage's total, and became the single best-performing page on the entire site.
That's the clearest evidence that bringing the writing home, rather than leaving it on Medium, actually mattered. One well-written post, sitting on the domain it's meant to support, did more work than the rest of the site combined.