Mad Banana Case Study
Case Study: How Sterchi Occupational Health Grew Search Visibility 9.5x Through a Rebrand
9.5x more visibility. 5.5x more clicks. 3.5x more calls.
Industry: Occupational health | Service: SEO + Website design | Timeline: 6-9 mo/ from rebranded site launch
Rebrand Visibility Growth
Sterchi Occupational Health is an Illinois-based occupational medicine clinic providing services like DOT and non-DOT physicals, drug screenings, and basic lab testing. They serve employers and workers who need fast, compliant, no-drama occupational health services.
We partnered with the clinic in February 2023 when they launched a brand-new website and domain under the name Fox Valley. Over the next two years, we helped grow search visibility, boost quarterly search clicks, and increase calls and website visits.
In early 2025, we helped guide a full rebrand and domain migration to Sterchi Occupational Health without tanking their SEO. Here’s how we helped the clinic change nearly everything about their online brand while keeping that momentum alive.
The Problem:
Stuck in the fog
Launching a brand-new domain means starting your SEO from scratch, with no history, no authority, and no guarantee Google notices you exist. Add a rebrand and a second domain change less than two years later, and you’re risking:
- Loss of search momentum during migration
- Potential ranking drops from URL changes
- Confusion in local search signals (name and domain shift)
- Inconsistent visibility during transition periods
In short: Sterchi Occupational Health needed to grow while also changing their identity online.
The Solution:
Peeling back the chaos
We focused on building Sterchi’s SEO foundation from the ground up so the rebrand didn’t wipe the slate clean. This meant service pages, technical SEO, on-page optimization, and a steady drumbeat of quarterly blogs paired with hands-on Google Business Profile management.
And when the rebrand hit, we didn’t just cross our fingers. We managed the domain transition with proper redirects to protect the rankings we’d already earned.
The Strategy: Look good. Work good.
This wasn’t just an SEO project. It was an SEO project and a website migration happening at the same time. Our strategy included:
- Google Business Profile optimization to build consistent local SEO signals
- Core service page strengthening for DOT and non-DOT exams and testing services
- Regular content to support search visibility across employer-intent keywords
- Continuous technical SEO and on-page optimization (not just at launch)
- Ongoing performance monitoring to catch volatility early
- Redirect plan for preserving authority during the transition from Fox Valley to Sterchi
Rebrand the business? Absolutely. Reset years of SEO progress? Not a chance.
“If you’re in the market for an innovative agency, I recommend Mad Banana Marketing! They really know their stuff when it comes to web development and active search engine optimization.”
– Hailey R., real Mad Banana client
The Results: Where things get interesting
Prior to the rebrand, we were able to scale performance significantly. The best part? The rebrand didn’t erase the progress we’d already made. Momentum continued once the clinic transitioned to the Sterchi domain in early 2025. And they had a much stronger brand identity.
Key outcomes
~5.5x
more search clicks
Increasing from 82 clicks in Q4 2023 to 448 clicks in Q3 2025
~9.5x
more search visibility
Growing from 9.37K impressions to 88.5K impressions
~3.5x
more Google Business Profile calls
Increasing from 73 calls in Q4 2023 to 257 calls in Q4 2024
~4.3x
more website clicks from Google Business Profile
Growing from 65 clicks to 281 clicks
~2.6x
more direction requests
Increasing from 169 to 440 requests
The Takeaway: Rebrands don't have to reset your rankings
Most clinics fear a rebrand because they assume it means losing what they’ve already built. Sterchi proved that with the right redirects and a long-term SEO strategy, a domain change doesn’t have to cost you the visibility you’ve worked so hard to earn.
More Mad Banana results
Keep your SEO from breaking during big changes
Big changes don’t have to derail your search rankings. But they do require planning, structure, and a strategy that doesn’t treat SEO like an afterthought.
Mad Banana can help you make the move without leaving your SEO behind.