The problem: expertise nobody could find
All Star Healthcare Solutions, a locum tenens staffing firm, knew physician pay better than almost anyone in its market. Almost none of that knowledge showed up in Google. In Q3 2025, searches that didn't include the All Star name sent the site 102 clicks.
The Market Opportunity
Physicians and providers were actively searching for compensation data. Every month, those searches went somewhere else.
Competitors were already ranking
Competing staffing firms already ranked for the salary searches physicians were running, and they collected the traffic that came with them.
Knowledge existed internally; resources didn't
All Star's SMEs knew physician compensation like the back of their hands. Turning that knowledge into something Google (and providers) could find was a different problem entirely.
Sitelogic joined us early — when we were still turning on GA4, trying to better understand our audience, and simultaneously launching a new website, new revtech stack, and new operational processes. There was a lot happening all at once, and throughout it all, their approach stayed steady, practical, and deeply grounded in the fundamentals.
What Sitelogic built
Sitelogic's answer was a set of locum tenens salary guides, one per specialty, built on All Star's own compensation data instead of recycled survey figures. Before writing a word, we mapped what providers were searching for and who already owned those results.
Keyword & Competitive Research
Before creating anything, we identified exactly which searches to target, which competitors to outrank, and which specialties to prioritize.
SME Interviews & Locum-Specific Positioning
The compensation knowledge already existed inside All Star, with its recruiters and compensation specialists. Working with CMO Chrissy Krampert's team, we captured it in interviews and structured it so prospects could find it.
Seven specialty guides and a hub
Cardiology, gastroenterology, emergency medicine and radiology went live in late 2025. Anesthesiology and hematology-oncology followed in February 2026, then a cross-specialty hub and urology in May. Each one maps to real search demand.
Locum tenens explainers
We also built three explainers for providers earlier in the decision. One defines locum tenens in plain language; the others rank locum tenens companies and walk through choosing an agency.
Reporting & Monitoring Success
From launch day, every keyword position, click and AI citation has been tracked, and used to decide what to build or improve next.
Together, we identified a gap in content our providers were already searching for: compensation and salary transparency by specialty within locum tenens. Instead of forcing a point of view or chasing trends, we focused on building genuinely useful content.
Results: three times the clicks, mostly from new searchers
In Q3 2026, All Star's site earned 11,158 Google clicks, three times the 3,643 it earned in Q3 2025, the last full quarter before the first salary guide went live.
| Metric | Q3 2025 | Q3 2026 | Change |
|---|---|---|---|
| Organic clicks | 3,643 | 11,158 | 3x |
| Non-branded clicks | 102 | 2,129 | 21x |
| Branded clicks | 1,926 | 1,996 | +4% |
| Clicks to the rest of the site | 3,643 | 4,746 | +30% |
| Clicks to salary guides | 0 | 6,412 | New channel |
| Share of site clicks from salary guides | 0% | 57% | New channel |
The growth didn't come from people already looking for All Star. Branded clicks barely moved, from 1,926 to 1,996, while non-branded clicks rose from 102 to 2,129. The rest of the site grew a respectable 30%. The guides added 6,412 clicks from a standing start, 85% of everything the site gained.
The results came quickly. Strong visibility in AI search. Some of the highest-performing content on the site. More importantly, traffic that translated into real pipeline and real conversations.
The non-branded number is the one we're proudest of. These are people searching for what an anesthesiologist or a urologist earns, and finding All Star's answer. The eight salary guides drove 57% of the site's Google clicks in Q3 2026, and all eight average a page-one position, between 4.8 and 6.7.
AI search: cited on the questions buyers ask
The guides were built for Google first. AI search became a second front door anyway. Bing Webmaster Tools counted 741 citations of All Star pages in AI answers in December 2025. By September 2026 it was 7,772 a month, after a peak of 10,496 in June.
Nearly all of those citations point at content Sitelogic built for All Star. The salary guides account for 43% of them. A plain-language guide to locum tenens accounts for another 36%, because AI assistants use it to define the term itself, and the list of locum tenens companies adds 13%. Together that's 92%.
The citations that matter most to the business sit on buying questions. When someone asks an AI assistant which locum tenens companies to work with, the answer often draws on All Star's own pages. In Bing, 115 questions about choosing or comparing agencies produced 2,338 citations of All Star pages. On “locum tenens staffing companies” alone, All Star pages took 45% of the citations.
Peec, which runs a fixed set of buyer prompts across AI assistants, tells the same story. From July 1 to October 27, 2026, All Star's guide to locum tenens companies was cited 556 times, around fourth among sources on average, in answers that also named five competing brands. The guide to choosing an agency was cited 153 times, third on average. That's a place on the shortlist at the moment a decision gets made.
Google's AI Overviews picked the guides up quickly, and kept them. All Star's gastroenterologist guide is dated December 11, 2025. Six days later it was a source in Google's AI Overview for “gastroenterologist salary”, and on October 29, 2026 it still is. The cardiologist guide, dated December 10, was the first source for “cardiologist salary” by January 8.
Cardiologist salary
On January 8, 2026, All Star's cardiologist guide was the first source in Google's AI Overview, listed above a guide from one of the largest established names in locum tenens staffing.
Gastroenterologist salary
As of October 29, 2026, All Star's 2026 gastroenterologist guide is one of three sources Google lists beside its AI Overview, and the answer cites it on sign-up bonuses and relocation stipends. In January the overview also named the All Star blog in its opening paragraph.
A citation means the engine chose All Star's page as a source for its own answer. It puts All Star's name in front of the reader before any other result on the page.
The impact went far beyond organic search. What started as SEO-driven content evolved into printed conference materials, outreach support, and conversation starters for our recruiting teams. In a market where physicians are constantly being hammered by recruiters, this content changed the tone of engagement. It gave us a way to provide value before asking for anything in return.
Still above 10,000 clicks a quarter
Plenty of content spikes at launch and fades. This hasn't. The site has cleared 10,000 Google clicks in every quarter of 2026, peaking at 11,743 in Q2, against 3,643 a year earlier.
The Anesthesiologist Salary Guide is now the top performer, with 1,630 clicks and more than 580,000 impressions in Q3. The Urologist guide is one of the newest, and it already holds the best average position of the set at 4.8.
Google also surfaces individual sections of the guides as results of their own. Four sections of the anesthesiologist guide (the salary overview, the subspecialty comparison, compensation factors and the All Star advantage) earned more than 320,000 impressions between them in Q3. None of that shows up in page-level reporting.
Good organic content doesn't peak at launch. Once Google trusts a source, it shows that source for more queries and in more places on the page. A year ago All Star had no salary content at all.
It also helped shift thinking internally. Our sales consultants saw firsthand that not every interaction has to be transactional. The guides equipped them with better market knowledge, stronger context, and more meaningful ways to engage their networks.
The anesthesiologist guide led Q3 2026 with 1,630 clicks, and the eight guides together drew 6,412, which is 57% of every Google click the site earned that quarter.
| Category | Clicks |
|---|---|
| Anesthesiologist | 1,630 |
| Radiologist | 1,167 |
| Cardiologist | 811 |
| Urologist | 755 |
| Salary by specialty | 678 |
| Hem-Onc | 533 |
| Gastroenterologist | 430 |
| Emergency Medicine | 408 |
Google clicks rose from 3,643 in Q3 2025 to a peak of 11,743 in Q2 2026, and have stayed above 10,000 in every quarter of 2026.
| Period | Organic clicks |
|---|---|
| Q3 2025 | 3,643 |
| Q4 2025 | 5,171 |
| Q1 2026 | 10,216 |
| Q2 2026 | 11,743 |
| Q3 2026 | 11,158 |