Atrium Medical NYC
A long-term website development and SEO partnership with Atrium Medical NYC — an independent primary care practice in Midtown Manhattan. Work spans initial website build through to ongoing technical SEO, content expansion, and booking platform migrations.
About the Project
Atrium Medical NYC is an independent primary care and wellness practice located in Midtown East, Manhattan. Services include primary care, allergy testing, peptide therapy, and preventive medicine. As their long-term digital partner, Annexal has handled everything from the initial website build to ongoing SEO, content strategy, and booking platform integrations.
The Challenge
The practice shares a name with Atrium Health — a large North Carolina hospital system — creating persistent SEO disambiguation issues. Search engines were associating the practice with the wrong entity, suppressing local visibility. The site also needed ongoing content expansion, technical fixes, and multiple booking platform migrations as the practice evolved.
"Ranking as an independent NYC practice when Google keeps confusing you with a major hospital system takes precision SEO work."
Our approach
Website Design & Build
Designed and developed the full WordPress website for the practice, covering services, team, gallery, insurance, and patient resources.
SEO Disambiguation Strategy
Implemented metadata, schema, and content specifically engineered to distinguish Atrium Medical NYC from Atrium Health NC — including negative constraints in JSON-LD and geo-cluster pages targeting Midtown East neighbourhoods.
Content Cluster Expansion
Built geo and service pages targeting Independent Primary Care, Midtown offices, 59th Street subway access, and insurance providers including Aetna, Cigna, and Blue Cross Blue Shield.
Booking Platform Migrations
Migrated booking links across the full website twice — first to NexHealth, then to the Healow platform — ensuring no broken links across all service and landing pages.
What the site delivers
SEO Disambiguation
Custom schema, metadata, and content strategy to separate the practice's search identity from a major US hospital system sharing the same name.
Geo-Cluster Pages
Dedicated pages targeting Midtown East neighbourhoods and subway access points to capture hyper-local NYC search traffic.
Insurance Pages
Individual sub-pages for Aetna, Cigna, and Blue Cross Blue Shield to capture insurance-specific search queries.
Booking Platform Migrations
Seamlessly migrated patient booking links across the full site — twice — as the practice updated its appointment platform.
Technical SEO Fixes
Removed duplicate JSON-LD blocks, fixed malformed schema, eliminated redundant script loads, and added missing image alt text across the site.
Team Page Management
Ongoing team page updates including headshots, bios, and staff changes as the practice grew.
What changed after launch
Screenshots
