In fertility care, a rising search value can hide a shrinking audience. Webolutions compared October 2025 and October 2026 search data for 10 fertility providers competing for Colorado patients, from national networks to an independent Englewood clinic. Combined, their estimated search traffic barely moved, down 1%. Yet nearly every provider’s estimated search value rose, because the cost of fertility clicks rose. Behind the flat totals, visibility shifted sharply from some providers to others.
Shady Grove Fertility gained on every measure we track. Denver Fertility Care, an independent clinic in Englewood, quadrupled its traffic. And one national network lost a fifth of its traffic while its estimated search value more than doubled, a decline its dollar-based reports would never show.
This study is part of Webolutions’ Digital Performance Research series. We name providers where their results offer a model worth following. Providers with less favorable findings are described by category.
Key findings
- The market isn’t growing; providers are trading places. Combined traffic fell 1%, top-3 rankings rose 2% and AI Overview appearances were flat. Every gain came at a competitor’s expense.
- Shady Grove Fertility is the search leader. It grew traffic 30%, top-3 rankings 24% and AI Overview appearances 40%, and now earns about 35% of the group’s non-branded search value.
- Rising dollars can mask falling reach. One national network’s estimated search value rose about 150% while its traffic, top-3 rankings and AI Overview appearances each fell by 16% to 20%.
- Local clinics hold their own. Denver Fertility Care and Conceptions Reproductive Associates appear on page one for nearly every Colorado fertility search we sampled, alongside the national networks.
- AI answers reshuffled visibility. AI Overview appearances held steady overall, but one education-focused platform lost 95% of its appearances while Shady Grove, Pinnacle Fertility, Spring Fertility and Posterity Health gained.
- Fertility is a brand-driven market. Four providers earn 70% or more of their search value from people already searching their name.
How we measured this market
Organic Search Value estimates what a provider’s unpaid search traffic would cost if it bought the same clicks through Google Ads. Because high-intent searches cost more, it shows whether a website ranks for the searches that bring in patients, and gives executives a number they notice: whether their website’s value is rising or falling against the competition.
We remove branded searches (searches for a provider’s own name or locations), because they come from patients who have already chosen that provider. Non-branded searches, such as "ivf denver" or "egg freezing cost," come from patients who are still deciding. That is where providers win or lose new patients.
Fertility required two adjustments:
- Click costs rose, traffic didn’t. Combined search value rose sharply while combined traffic was flat, so raw dollar changes mostly reflect Semrush’s repricing of fertility searches. We compare each provider’s share of the group’s non-branded value today, and measure year-over-year change with traffic, top-3 rankings and AI Overview appearances, which aren’t affected by click prices.
- National and local providers are measured differently. Six providers are national clinic networks whose websites serve patients in many states, two are Colorado clinics and two are national specialty platforms. To show the local picture, we also reviewed Google’s top results for eight Colorado fertility searches.
The scorecard: 10 fertility providers, year over year
We name the providers whose results offer a model to follow. The others are described by category, and each will receive its detailed findings privately.
| Provider | Share of group non-branded value, Oct 2026 | Traffic | Top-3 rankings | AI Overview appearances | What is happening |
| Shady Grove Fertility (national network, Denver and Colorado Springs clinics) | 35.2% | +30% | +24% | +40% | Gained on every measure; the group’s search leader |
| National clinic network A | 22.8% | −20% | −17% | −16% | Estimated value up about 150% while reach fell |
| National clinic network B | 16.4% | −10% | −24% | +6% | Losing top rankings while estimated value doubled |
| Pinnacle Fertility (national network) | 14.6% | +12% | +51% | +28% | Top-3 rankings up by half |
| Denver Fertility Care (independent, Englewood) | 2.8% | +326% | +56% | +33% | Page one on 7 of 8 Colorado searches |
| Spring Fertility (national network, Denver clinic) | 2.0% | +66% | +65% | +87% | Fast growth from a small base |
| National clinic network C | 2.0% | −10% | −9% | +5% | 84% of value comes from its own name |
| National fertility platform | 1.9% | −78% | −26% | −95% | Educational content displaced by AI answers |
| Conceptions Reproductive Associates (RMA, Colorado clinics) | 1.5% | 0% | +25% | +13 (from 3) | Page one on all 8 Colorado searches |
| Posterity Health (male fertility, Centennial) | 0.8% | +13% | +158% | +463% | Top-3 rankings more than doubled |
| All 10 providers | 100% ($1.18M/mo) | −1% | +2% | 0% |
Semrush US database, Oct 2025 vs Oct 2026. Share = each provider’s portion of the group’s combined monthly non-branded Organic Search Value. See the methodology below.
Semrush US database · estimated organic traffic, Oct 2025 vs Oct 2026
Four national networks earn 89% of the group’s non-branded search value. But the year-over-year columns tell a different story than the shares: two of those four lost reach, while smaller providers grew fastest.
Who wins Colorado’s fertility searches
National share tells you who is winning overall. The local results show who Colorado patients actually see. We reviewed Google’s top 10 organic results for eight searches a Colorado patient might use.
| Search | #1 result | Notable page-one results |
| fertility clinic denver | CCRM Fertility | Conceptions #2, Kindbody #3, Denver Fertility Care #4, Shady Grove #5 |
| ivf denver | CCRM Fertility | Kindbody #2, Conceptions #3, Denver Fertility Care #4, Shady Grove #5 |
| fertility doctor denver | CCRM Fertility | HCA HealthONE #2, Shady Grove #3, Denver Fertility Care #4 |
| egg freezing denver | CCRM Fertility | Denver Fertility Care #2, Kindbody #3, Shady Grove #5 |
| fertility clinic colorado | CNY Fertility | CCRM #2, Conceptions #3, Shady Grove #4 |
| reproductive endocrinologist denver | CU Anschutz | Denver Fertility Care #2, UCHealth #4, CCRM #6 |
| fertility clinic colorado springs | Shady Grove Fertility | CCRM #2, UCHealth #3, CNY #5 |
| ivf cost colorado | CNY Fertility | Denver Fertility Care #2, CCRM #3 |
Semrush top-10 organic results, US database, October 2026.
Three patterns stand out:
- CCRM Fertility owns Denver’s core searches. The Colorado-founded network, headquartered in Lone Tree, ranks #1 for "fertility clinic denver," "ivf denver," "fertility doctor denver" and "egg freezing denver," and appears on page one for all eight searches.
- Local clinics hold their own. Denver Fertility Care appears on page one for seven of the eight searches, and Conceptions Reproductive Associates for all eight, competing directly with networks many times their size.
- Patients want peer and cost information. Reddit threads rank on four of the eight searches, and CNY Fertility wins the cost search. Clear, honest pages about cost, success rates and the patient experience are an open opportunity for every provider.
Health systems (UCHealth, CU Anschutz and HCA HealthONE) also appear on several searches. They aren’t benchmarked in the scorecard because their websites cover every specialty. CU Anschutz’s reproductive endocrinology division ranks #1 for "reproductive endocrinologist denver," a reminder that specialist searches reward detailed physician and specialty pages.
Five patterns behind the numbers
1. A market where every gain is someone else’s loss
Across all 10 providers, estimated traffic fell 1%, top-3 rankings rose 2% and AI Overview appearances were unchanged. Fertility search isn’t expanding the way orthopedics did in our orthopedic study. Shady Grove Fertility added more than 43,000 estimated monthly visits; most of that came from competitors that lost ground. In a flat market, standing still means falling behind. Our study of Denver home-services companies found the same dynamic in a growing market: two companies grew their traffic and rankings yet lost more than half of their market share.
2. Rising dollars, shrinking reach
Because fertility clicks now cost more, nine of 10 providers saw their estimated search value rise. For two of them, the higher number hides a real decline:
- National clinic network A’s estimated search value rose about 150%. Over the same year, its traffic fell 20%, its top-3 rankings fell 17%, its AI Overview appearances fell 16% and the number of keywords it ranks for fell 24%.
- National clinic network B’s estimated value more than doubled while its traffic fell 10% and its top-3 rankings fell 24%.
A marketing report that tracks search value in dollars alone would show both providers growing. Tracked against traffic, rankings and competitors, both are losing reach.
3. AI answers are redistributing visibility
Total AI Overview appearances across the group didn’t change, but who earns them did.
- Shady Grove Fertility gained about 650 AI Overview appearances, Pinnacle Fertility about 300, Spring Fertility about 175 and Posterity Health nearly six times its year-ago count.
- A national fertility platform lost 95% of its AI Overview appearances and 78% of its traffic. Much of its content answers general questions of the kind AI Overviews now answer directly.
General educational content is the most exposed. Content tied to a provider’s own care, physicians, outcomes and locations is harder for an AI answer to replace. In our study of Denver SaaS companies, one company kept nearly all of its top-10 rankings but lost 57% of its non-branded traffic as AI Overviews appeared above the results.
4. Fertility is a brand-driven market
Four providers earn 70% or more of their search value from people already searching their name or locations; for one national network, it’s 84%. Fertility patients often arrive through physician referrals, employer benefits and word of mouth, so brand searches matter. But they come from patients who have already chosen a provider. The four national networks that earn most of the group’s non-branded value are the ones winning patients who are still deciding. Multi-office dental groups show the same reliance on their names. In our study of Denver dental practices, most of the value the groups earn from Denver searches comes from patients searching a brand plus a neighborhood.
5. Authority doesn’t decide who wins
Denver Fertility Care has the lowest Authority Score in the group (25), yet quadrupled its traffic and ranks on page one for seven of eight Colorado searches. Meanwhile, one national network with links from more than 10,000 websites lost about a quarter of its top-3 rankings. In Webolutions’ framework, this is the gap between Authority Capacity and Ranking Strength: authority helps, but focused, relevant pages decide the rankings. We found the same gap among mental health platforms, where Rula earned roughly four times the non-branded value of a peer with the same authority score.
What the winners did differently
Shady Grove Fertility: winning patients who are still deciding
Shady Grove Fertility, the group’s largest site by traffic, grew on every measure we track: traffic up 30%, top-3 rankings up 24% and AI Overview appearances up 40%. It now earns about 35% of the group’s non-branded search value, the largest share in the study, and only about a third of its value comes from its own name. Locally, Shady Grove’s Colorado pages, including dedicated pages for its Denver-area and Colorado Springs clinics, appear on page one for seven of the eight Colorado searches we sampled. Each clinic has its own page built for the searches patients in that area actually use.
Denver Fertility Care: a local clinic that competes like a network
Denver Fertility Care, an independent clinic in Englewood, quadrupled its estimated traffic, from about 1,900 to more than 8,200 monthly visits, with the lowest Authority Score in the group. Almost none of its search value comes from its own name. It wins on specific service pages: its egg-freezing page ranks #2 for "egg freezing denver," its IVF cost page ranks on page one for "ivf denver," and it ranks #2 for "reproductive endocrinologist denver" and "ivf cost colorado." Pages that answer a patient’s exact question, about a specific service, cost or specialist, let a small clinic compete with national brands.
Pinnacle Fertility: rankings built beyond the brand
Pinnacle Fertility grew its top-3 rankings by 51% and its AI Overview appearances by 28%. Only about 9% of its search value comes from branded searches, the lowest share among the national networks, so nearly all of its visibility comes from patients who haven’t chosen a provider yet.
Rising fast: Spring Fertility and Posterity Health
Spring Fertility grew traffic 66%, top-3 rankings 65% and AI Overview appearances 87%. Posterity Health, a Centennial-based male fertility company, more than doubled its top-3 rankings and grew its AI Overview appearances nearly sixfold. Both are growing from small bases, and both are building visibility quickly.
The common thread
The winners earn visibility from patients who are still deciding: through location pages built for local searches, service pages that answer specific questions, and content tied to the care they provide rather than general education that AI answers can replace.
What this means for your marketing
Whether you lead marketing for a fertility network, a specialty clinic or another healthcare organization, these findings point to five questions worth asking:
- Is your search value rising because you’re winning, or because clicks got more expensive? Check traffic, top-3 rankings and AI Overview appearances alongside dollars. If value is up and the rest is down, you’re losing reach.
- How do you compare with competitors, not just last year? In a flat market, any gain by a competitor is visibility you lost. Share of non-branded value shows where you stand.
- How much of your visibility depends on your name? Brand searches matter in fertility, but they don’t reach patients who are still choosing. Measure the two separately.
- Does every clinic and service have a page built for local searches? The winners rank with dedicated location pages and specific service and cost pages.
- Is your content tied to your care? General education is the content most exposed to AI answers. Content about your physicians, outcomes, costs and patient experience is harder to replace and more likely to be cited.
Our SEO services build the rankings behind questions 2 through 4, and our AI search optimization services address question 5. For clients, we track these measures continuously through our Performance Intelligence™ dashboards.
Methodology
The providers. We combined two lenses. Search competitors come from Semrush’s Organic Competitors report, which identifies the domains that rank for the most of the same keywords. Business competitors are providers that compete for Colorado fertility patients, confirmed through Google’s top 10 results for eight Colorado fertility searches. Pinnacle Fertility is included as a search competitor; we found no Colorado clinic. Conceptions Reproductive Associates is part of the RMA network; we measured its Colorado website rather than RMA’s national site, so the network isn’t counted twice. Health systems (UCHealth, CU Anschutz and HCA HealthONE) and information sites such as FertilityIQ appear as context but aren’t benchmarked.
The data. All figures come from the Semrush US database. Current figures are live data pulled October 30, 2026; year-ago figures are from Semrush’s October 2025 snapshot. Measures include estimated traffic, top-3 positions, Organic Search Value, AI Overview positions and Authority Score.
Non-branded value. We identified branded keywords as those containing each provider’s name, including location variations, and subtracted their value (estimated traffic × cost per click) from each provider’s total.
Year-over-year change. Semrush’s valuation of branded fertility keywords shifted significantly between snapshots, and click costs rose across the category. To keep comparisons fair, we report non-branded share for the current period and measure year-over-year change with traffic, top-3 rankings and AI Overview appearances.
National and local sites. National networks are measured across all their locations; Colorado clinics mostly reflect local demand. The Colorado search sample shows the local picture.
Limits. Organic Search Value is a modeled estimate of what traffic would cost to buy through Google Ads. It isn’t revenue, and it doesn’t measure consultations booked. AI Overview counts reflect the keywords Semrush tracks, not every search.
Frequently asked questions
Which fertility provider has the most search visibility among those competing for Colorado patients?
In our study of 10 providers, Shady Grove Fertility earns about 35% of the group’s non-branded Organic Search Value and grew its traffic, top-3 rankings and AI Overview appearances over the past year. In Denver’s local results, CCRM Fertility ranks #1 for "fertility clinic denver," "ivf denver," "fertility doctor denver" and "egg freezing denver."
Why can a fertility clinic’s search value rise while its visibility falls?
Organic Search Value multiplies estimated traffic by the cost of each click. When the cost of fertility clicks rises, a provider’s value can rise even if it is losing traffic and rankings. That’s why we compare value with traffic, rankings and competitors.
How are AI Overviews affecting fertility providers?
Across the 10 providers we studied, total AI Overview appearances held steady, but they shifted sharply between providers. General educational content lost the most; content tied to a provider’s own care, locations and physicians held up better.
How can a fertility clinic improve its search visibility?
Measure your visibility against competitors, not just last year. Build dedicated pages for each location and service, publish clear information on costs and outcomes, and earn citations in AI Overviews. A Marketability Audit identifies exactly where a provider’s authority, rankings and AI visibility break down.
The Webolutions perspective
For more than 30 years, since John Vachalek founded Webolutions in Denver in 1994, we have helped organizations adapt each time search changed the rules. Fertility patients research carefully. They compare clinics, costs and success rates, read peer stories and now ask AI tools for answers before they ever request a consultation. The providers that win are visible at each of those moments, not just when someone already knows their name.
This study shows the patterns across one market. A Marketability Audit shows exactly where your organization stands within it. The audit is a confidential, in-depth engagement that compares your non-branded Organic Search Value year over year, benchmarks you against the competitors that matter most to your growth and pinpoints where your authority, rankings and AI visibility break down. You receive a prioritized plan to fix them.
Contact Mike at Webolutions to discuss a competitive analysis and website Marketability Audit.
Explore more studies in our Digital Marketing Research series, including our benchmark of 11 Denver technology companies, and see our SEO results.
