Social Signals Marketing worked with Royal Road Veterinary Hospital in Fredericton, New Brunswick, on site-wide SEO, LLM SEO, website optimization, Google Business Profile cleanup, social media management and short-form video. The hospital's first week of posting brought in 150K views, and the clicks those videos sent to its website supported the SEO work.
A Fredericton hospital since 2005
According to its website, Royal Road Veterinary Hospital has served Fredericton and the surrounding communities since 2005. It sits at 23 Royal Parkway and describes itself as a full-service hospital with a family-focused approach.
The building holds a surgical suite, a dental area, an in-house laboratory, radiology and ultrasonography. The hospital is also recognized as a Cat Friendly Practice through the American Association of Feline Practitioners, which matters to cat owners who dread the carrier and the waiting room.
Its listed services cover diagnostics, vaccinations, surgery, urgent care, dentistry, ultrasound, parasite prevention and wellness care for every life stage. It is one of the eight hospitals in Steele Veterinary Group, Atlantic Canada's largest independently owned network of veterinary hospitals.
How Fredericton pet owners find a vet
Fredericton is a capital city with a steady flow of newcomers: students, government staff, families relocating for work. A lot of them arrive with a dog or cat and no vet. Their first move is a phone search or a question to an AI assistant.
The questions are specific. Is there a cat friendly vet nearby? Who can see my dog today? Which clinic does ultrasound in house? A hospital that has all of those answers but does not state them clearly online can be skipped in favour of one that does.
Long-time clients behave differently. They already know the hospital, so they search the name to check hours or call. For them, the risk is a stale listing or a confusing page, not being invisible.
The search groundwork
Before any video went out, we made sure the hospital's website and listings could carry the attention. Here is what that work covered.
- Site-wide SEO. Every page, from services to the hospital story, was set up so Google could connect Royal Road with the care it actually provides in Fredericton, rather than relying on the home page alone.
- LLM SEO. We worked on how ChatGPT, Google AI Overviews and similar tools read and describe the hospital, so details like its Cat Friendly status and in-house diagnostics could come through when someone asks for a recommendation.
- Website optimization. We tuned the site so it was quicker and easier to use on a phone, with a clear path to calling or booking.
- Google Business Profile and listings. We cleaned up the profile and the wider set of directory listings so the name, address, hours and services matched everywhere a pet owner might look.
This order mattered. Sending thousands of new people to a slow page or an inaccurate map pin wastes the attention video creates.
150K views in week one
With the foundation in place, we took over the hospital's social media management and started posting short-form video. The first week of posting brought in 150K views.
For a single community hospital, that is a lot of local eyes in seven days. In general, vet clinic video does well on familiarity: pets people relate to and a place they might visit themselves. Content like that gives viewers a reason to watch, share and look the clinic up afterward.
Royal Road was one of four Steele hospitals where we ran video. Grey Cove, Cumberland County and Oromocto each earned tens of thousands of first-week views, and Royal Road's opening week was the strongest of the group.
How the views turned into search value
Views on their own do not book appointments. What made this useful was where the viewers went next. The videos drove clicks to Royal Road's website, and those visits landed on pages we had already optimized.
That traffic supported the SEO work. Real people arriving from social, reading about services and finding the contact details, is the kind of engagement a local hospital site benefits from. Search then keeps the hospital easy to find when those same viewers actually need a vet weeks later.
Think of it as two halves of the same funnel. Video creates the first impression, and search catches the moment of need.
Lessons for an established clinic
Royal Road was not a new clinic trying to get noticed. It was a hospital with roughly twenty years of local history that still needed its online presence to match its reputation. A few takeaways for clinics in a similar spot:
- Say what makes you different, in plain words. Accreditations like Cat Friendly Practice and in-house tools like ultrasound are exactly what pet owners and AI tools look for. Put them on the page where they can be read.
- Fix listings before chasing reach. A viral week means nothing if the hours on your profile are wrong.
- Point every video somewhere. Local video should send people to a page that is ready for them, so the attention turns into visits that help your search presence.
- Plan for newcomers and regulars. New residents need to discover you. Existing clients need accurate, easy information. Both run through the same website and profile.
Our guide to marketing for veterinary clinics covers these ideas in more depth, and you can browse more client results. If you run a clinic and want search, AI visibility and video working together, get in touch.
Frequently asked questions
Did Social Signals Marketing work with Royal Road Veterinary Hospital?
Yes. Social Signals Marketing worked with Royal Road Veterinary Hospital in Fredericton, New Brunswick, as part of its work with Steele Veterinary Group, the network the hospital belongs to.
What did Social Signals Marketing do for Royal Road Veterinary Hospital?
We handled site-wide SEO, LLM SEO for AI search tools such as ChatGPT and Google AI Overviews, website optimization, and cleanup of the hospital's Google Business Profile and online listings. We also ran its social media and short-form video.
What did the short-form video produce for Royal Road Veterinary Hospital?
The hospital's first week of posting brought in 150K views. The videos also drove clicks to the hospital's website, and those visits supported the SEO work running on the same site.
Where is Royal Road Veterinary Hospital and what does it offer?
According to its website, Royal Road Veterinary Hospital is at 23 Royal Parkway in Fredericton and has served Fredericton and the surrounding communities since 2005. It is a recognized Cat Friendly Practice and offers diagnostics, vaccinations, surgery, urgent care, dentistry, ultrasound, prevention and wellness care.
Is Royal Road Veterinary Hospital part of Steele Veterinary Group?
Yes. Royal Road Veterinary Hospital is one of the eight hospitals in Steele Veterinary Group, Atlantic Canada's largest independently owned network of veterinary hospitals.