Featured case study
Splenser Endocrinology: bilingual rebuild for a Houston medical practice
How AI Beacon rebuilt the digital infrastructure for an endocrinology practice serving Houston and Sugar Land — bilingual EN/ES from day one, Vercel + Edge architecture, and a full SEO cleanup pass.
“AI Beacon took time to understand our mission and goals from day one. The detailed step-by-step plan for design and implementation was exactly what we needed. I can't stress enough how many compliments I've received on the website — it truly reflects our voice and message.”
The client
Splenser Endocrinology is a Houston-area endocrinology practice founded and led by Dr. Andres Splenser, MD, FACE. The practice treats diabetes, thyroid conditions, hormonal disorders, and adrenal/pituitary issues across two locations: Houston and Sugar Land. A significant share of the patient base is bilingual Spanish/English — typical for the Houston Hispanic community Dr. Splenser serves.
Our role
AI Beacon designed and built Splenser Endocrinology's digital and marketing infrastructure — website, bilingual SEO, schema markup, Google Business Profile setup, and ongoing SEO cleanup. The practice runs the medical side. Every pattern that worked here is what we apply with other clients.
The starting point
Endocrinology in Houston is competitive. Hospital systems (Houston Methodist, Memorial Hermann, MD Anderson) dominate search results with massive content libraries and SEO budgets. Independent specialty practices like Splenser Endocrinology need to:
- Establish topical authority in a niche where most competitors are hospital networks, not independent physicians.
- Compete in both English (mostly local English-speaking patients) and Spanish (a major slice of Houston's Hispanic demographic, including diabetes-prevalence populations who specifically need Spanish-language endocrinology care).
- Recover from inherited toxic backlinks — the previous web presence had attracted a PBN (private blog network) backlink pattern that was actively hurting search authority.
- Project medical credibility (board certification, hospital affiliations, fellowships) clearly enough that Google's E-E-A-T signals favor the practice.
What we built
- Site rebuild. Migrated from Lovable-hosted SPA to Vercel + Vercel Edge Middleware. Per-route metadata, schema, and canonical injected pre-hydration. Faster TTFB, cleaner crawl signals.
- Bilingual from rebuild. Parallel EN at / and ES at /es/... with full hreflang reciprocity. Native rewrites by language (not Google Translate). Voice files written separately to match the empathetic, doctor-patient tone Dr. Splenser uses.
- Medical schema markup. Full MedicalBusiness + Physician + LocalBusiness JSON-LD on every page. Two physical addresses (Houston + Sugar Land) properly modeled. Board certifications and credentials surfaced for Google's E-E-A-T signals.
- Google Business Profile. Claimed, verified, fully optimized for both locations. Medical categories ('Endocrinologist' primary + relevant secondary). Hours, accepted insurance, languages spoken.
- Off-page cleanup. Identified a 23-domain toxic PBN backlink network attached to the site. Disavow file uploaded to Google Search Console. Recovery monitored on a 60-day cycle.
- SEO baseline + tracking. SEMrush Position Tracking campaign set up for target keywords (Houston endocrinologist, diabetes specialist Houston, Spanish-speaking endocrinologist, etc.). Authority Score baseline captured for recovery measurement.
- HTTPS + redirect hygiene. Apex splenserendo.com 308-redirects to www.splenserendo.com. All HTTP → HTTPS upgrade redirects clean. No mixed content.
Where things stand
Splenser Endocrinology is currently in the SEO recovery window after the disavow upload — Google typically takes 60–90 days to re-evaluate backlink authority after a toxic disavow. The infrastructure is shipped and indexed. The bilingual content is live. The SEO compounding starts from here.
Honest framing: this is not a "we hit #1 in a month" case study. Medical SEO is patient work, and recovering from inherited toxic links is a multi-quarter arc. What we shipped is the foundation that makes the recovery possible.
Why this matters for your medical practice
Most medical practice websites are generic templates from $200/month services. They look the same as every other practice in town, don't rank for the specific conditions you treat, and have no plan for the Spanish-speaking patients walking past the door. We rebuild the stack — schema, bilingual content, GBP, backlink cleanup — that lets an independent practice compete with hospital systems.
If you run a specialty practice in Houston serving a bilingual market — and you're tired of vendor lock-in on a generic website builder — that's what we do at AI Beacon.