Client
Health Value Group
Industry
Healthcare Valuation, PE Advisory
Engagement
SEO, GEO, Content
Time to Result
6 Months
The situation
Health Value Group built its reputation the old fashioned way, on referrals from bankers, word of mouth inside the PE world, and repeat work from past deals. Search was never part of the plan, and for a long time it didn’t need to be.
But a referral doesn’t close the loop by itself anymore. The person doing diligence on a valuation partner still googles the name, still asks ChatGPT or Claude what it knows, and still checks who actually shows up for the specific question they have, like hospital valuation, DME appraisal, or fair market value for a physician practice.
Health Value Group was invisible on the terms that mattered most. Larger, better funded competitors owned page one.
Twelve months ago, Google Search Console backs that up: zero tracked clicks and zero tracked impressions, in the same ninety day window we’re comparing against below.
The approach
We opened with a full audit covering site architecture, competitor positioning, existing content, and keyword research. That work became a one year roadmap, with real estimates of the traffic and leads we expected to capture along the way.
From there we rebuilt the foundation: folder structure, crawlability, internal links, and a reorganization of the existing content so it was actually structured to work. Service pages got the most attention, since those are the pages that carry the site’s authority.
Once the foundation held, we built content clusters around those service pages, targeting mid and long tail terms and linking everything back internally so the authority funneled to the pages that actually turn into a conversation with a buyer.
The last piece was GEO, generative engine optimization. Same content, but built so it also gets surfaced and cited when someone asks Google’s AI Mode, AI Overviews, ChatGPT, Claude, or another LLM who actually does this kind of work.
None of it ran through paid media. Every keyword captured below is organic.
Six months, measured
These are two data pulls on the same domain, six months apart, run through the same tools both times.
+83%
1,650
Organic clicks, trailing 6 months (up from 904)
+168%
428K
Search impressions, trailing 6 months (up from 160K)
5.0x
391
Referring domains, up from 78 in February
3.75x
15
Keywords ranking positions 1–3, up from 4
| Metric | February 2026 | July 2026 | Change |
|---|---|---|---|
| Referring domains | 78 | 391 | +401% |
| Avg. organic traffic (est.) | 93 | 173 | +86% |
| Total ranking keywords | 28 | 39 | +39% |
| Top 3 rankings | 4 | 15 | +275% |
February 2026 · ranking positions
1-3
4
4-10
13
11-20
3
21-50
4
51+
4
July 2026 · ranking positions
1-3
15
4-10
18
11-20
5
21-50
0
51+
1
Keywords captured from the competition
Every term below is a high-intent phrase a real buyer types when they’re evaluating a valuation partner, not a vanity keyword, and every one of them was unranked before this engagement began.
| Search term | Volume | Position | Status |
|---|---|---|---|
| what does fmv mean | 350/mo | #1 | New ranking |
| hospital valuation | 100/mo | #1 | New ranking |
| hospital business valuations | 80/mo | #1 | New ranking |
| hospital valuation methods | 10/mo | #1 | New ranking |
| healthcare capital asset appraisal | 80/mo | #2 | New ranking |
| hospital equipment valuation | 70/mo | #2 | New ranking |
| medical equipment appraisal | 150/mo | #2 | New ranking |
Showing up beyond the search results
The buyer’s journey doesn’t start and end on a Google results page anymore. Health Value Group now surfaces in the tools PE buyers are actually using to shortlist advisors.
Google AI Overview
Google AI Mode
ChatGPT
Claude
Other LLM answer engines
The bottom line
Six months ago, Health Value Group closed roughly one lead a quarter through their website. Today that number is three to four a week, coming from organic search and AI answer engines that had no idea this firm existed a year ago.
