Case study · Part 2 of 2 · Local SEO & reach
A fast website is step one. Getting found is step two.
We checked the same Queensland clinic’s local search footprint and wrote the 90-day plan we’d run to turn searches into calls, directions and bookings.
Self-initiated · Oct 2026 · Not a client engagement
01 · Where it stands today
Good bones, almost no local signals
Gap
Google can’t read it as a clinic
The only structured data on the homepage describes a generic website. Nothing tells search engines or AI assistants it is a physio and dental clinic, or gives its hours, location or services.
Gap
The second clinic is invisible
The practice runs a satellite clinic about an hour away, but none of the 44 URLs in the site’s sitemap mention it. Patients searching in that town have nothing to find.
Gap
No answers to patient questions
The blog page says “No Posts Found”. Questions patients search before booking (referrals, NDIS funding, free kids’ dental) are answered nowhere on the site.
Gap
Its name is shared
A web search for the clinic’s name returns an unrelated US health organisation of the same name, so the brand can’t win its own search without stronger local signals.
Gap
Shares look bare, bookings leave
There are no social preview tags, so links shared in Facebook groups or Messenger show no image. Booking still hands patients to a marketplace that lists competing clinics.
Strength
What’s already right
The name, address and phone number match across the site, the NDIS provider register and directories. Basic on-page SEO scores 100. The foundation is sound; the local signals are missing.
Checked from public sources in October 2026: the site’s sitemap and page source, directory listings and web search. A paid audit adds search volumes and a map-ranking grid, which we didn’t measure here, so we don’t quote them.
02 · The plan
Six levers, in the order they pay back
01
Google Business Profile, worked weekly
For “physio near me” searches, the map pack decides who gets the call.
- Check categories: Physiotherapist primary, with dental listed correctly
- Every service listed with a price-from
- Booking link to the clinic’s own booking page, tagged so we can count it
- A second, verified profile for the satellite clinic
- Fresh photos monthly and a weekly post
02
Make the clinic machine-readable
Structured data turns the site into facts that Google and AI assistants can quote.
- Clinic schema per location: hours, coordinates, specialties, booking action
- One consistent full name everywhere, to beat the name collision
- Links tying the site to its Google, Healthdirect and NDIS register listings
- Social preview tags on every page
03
One page for every search that books
People search a service plus a place, so each service and place gets a page with its own booking button.
- Service × place pages (NDIS physio Ipswich, women’s health physio Ipswich, kids’ dental Ipswich)
- A location page for each clinic
- Two answer articles a month from real front-desk questions
- Each page deep-links into booking with the service preselected
04
A steady stream of real reviews
Recent reviews and replies are a ranking signal and the first thing patients read.
- An SMS after each visit with a direct review link
- Every review answered within two business days
- No incentives and no filtering of unhappy patients: Google’s policy and the ACCC both prohibit it
05
Referral and directory coverage
Many clinic patients arrive through referrers and directories, not search.
- Healthdirect service finder, NDIS Provider Finder, Apple Business Connect and Bing Places
- A one-page referral pack for local GPs, support coordinators and plan managers
- Marketplace listings kept, but pointed back to the clinic’s own booking page
06
Measure what turns into patients
We report the actions that become appointments, not traffic for its own sake.
- Key events for booking requests, call taps and direction taps (built into the Riverbend rebuild)
- Tagged Google Business links, so map-pack bookings are counted separately
- Search Console and a monthly map-ranking grid for ten key searches
- A one-page monthly report in plain English
03 · What it looks like
Not a slide deck: it’s in the code
The rebuilt Riverbend site carries clinic schema, social preview tags, an FAQ and tracking for booking, call and direction taps. Its “NDIS physio in Ipswich” page follows the service × place template, with breadcrumbs, FAQ schema and a Book button that opens booking with the service already chosen.
Clinic schema (excerpt)
{
"@type": "MedicalClinic",
"name": "Riverbend Physio & Dental",
"medicalSpecialty": ["Physiotherapy", "Dentistry"],
"areaServed": ["Ipswich", "Springfield", "Lockyer Valley"],
"openingHoursSpecification": [ … ],
"potentialAction": { "@type": "ReserveAction", … }
}Post-visit review SMS
Hi Sam, thanks for visiting Riverbend Physio today. If you have a minute, a Google review helps other locals find us: g.page/r/… Reply STOP to opt out. – Riverbend Physio & Dental
Sender identified and an opt-out in every message, in line with the Spam Act. No discount for a review, and every patient is asked, not just the happy ones.
04 · The first 90 days
What happens when
Weeks 1–2
Foundations
Profile audit and fixes, clinic schema, social preview tags, measurement wired, a baseline ranking grid recorded.
Weeks 3–6
Pages
Location pages for both clinics, the first four service × place pages, review SMS live, directory listings claimed.
Weeks 7–12
Momentum
Four answer articles, the referral pack sent, weekly profile posts, the first two monthly reports compared against the baseline.
05 · Ground rules
What we promise, and what we don’t
- We don’t promise rankings or a number of new patients. Nobody honest can. We promise the work above and a monthly report against a recorded baseline.
- The clinic in this study is real but not named, and it did not commission this work. The rebuilt pages use our stand-in brand, Riverbend Physio & Dental.
- Reviews come only from real patients, unpaid and unfiltered.
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