SEO for Doctors
More patients booked for GPs, specialists and surgeons, found by name, by specialty and by the conditions you treat, with every page written to the Ahpra advertising rules.
- No lock-in contracts
- Every title checked against the register
Your catchment Parramatta
Found where your patients are referred from.
No lock-in contracts
If the work isn't paying its way for your practice, you're free to stop.
Healthcare practices we have worked with
What is SEO for doctors?
SEO for doctors is the work of getting an individual practitioner found when patients search for their name, their specialty or the condition they treat. It covers the doctor’s own page, a page for each condition and procedure, the Google Business Profile attached to the practice, titles checked against the public register, reviews on Google, and tracking that ties a search back to an appointment booked. It sits alongside the work a clinic does for itself, and it isn't the same job.
- Usually moves first
- Your name in search, and the Business Profile behind it
- Compounds
- A page for each condition and procedure you treat
- Measured by
- Appointments booked, not rankings
Why doctors lose patients online
Most practices we speak to have the same four problems, and none of them shows up in a rankings report.
New patients by source
| Source, as entered at reception | New patients |
|---|---|
| Referred by a GP, named on the referral | 62 |
| Referred by another specialist | 18 |
| Returning patient | 24 |
| “Found us online” | 15 |
| Not recorded | 29 |
| Total new patients | 148 |
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The referral names you, the search decides
A referral gets your name in front of a patient. It doesn't book the appointment. Most people look up the name before they ring, and what they find is your page, a directory entry, or nothing.
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Someone else’s profile of you outranks your own
Search your name and the directories and booking platforms that list you often sit above your own page, so the first impression is a third party’s summary rather than yours.
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Patients search by specialty, not by your name
The sixteen specialties in the table below are searched 16,940 times a month in Australia. A patient without a referral in hand searches the specialty, and a practice with one page listing every practitioner appears for none of them.
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You can see which GPs refer, and nothing else
Your practice software records the referring doctor on every referral. Nothing records which search sent the patient who asked their GP to refer them to you by name.
How patients search for a specialist in Australia
The searches Australians make every month, grouped by what the patient needs, with the page that wins each one.
| Search | Searches a month, Australia | What wins it |
|---|---|---|
| Specialists, searched by name of the specialty | ||
| psychiatrist near me | 3,100 | A page for the practitioner, not a line on a staff list |
| urologist near me | 1,700 | A page for each condition and procedure treated |
| gastroenterologist near me | 1,600 | A page that names the procedures and what they involve |
| rheumatologist near me | 1,600 | Condition pages, written for the patient rather than the referrer |
| neurologist near me | 1,600 | A practitioner page carrying the registered title |
| gynaecologist near me | 1,500 | A page per service, with the fee and the gap stated |
| cardiologist near me | 1,200 | A profile complete enough to answer before the patient rings |
| paediatrician near me | 1,100 | A page that says who the appointment suits and what it covers |
| ent specialist near me | 1,000 | Procedure pages written in the words patients use |
| endocrinologist near me | 900 | Condition pages for the referrals you want more of |
| obstetrician near me | 600 | A practitioner page, a fees page and reviews on Google |
| oncologist near me | 100 | A clear page about the service, the location and the access |
| Surgeons | ||
| orthopaedic surgeon near me | 400 | A page for each procedure, with the risks stated |
| plastic surgeon near me | 300 | Procedure pages written to the advertising rules |
| general surgeon near me | 150 | A page that names the procedures you actually do |
| vascular surgeon near me | 90 | A condition page for each thing you're referred for |
| Choosing a GP | ||
| best gp near me | 600 | Reviews on Google, and a page for each doctor |
| female doctor near me | 150 | Practitioner pages that make the choice obvious |
No single specialty is a big search. The sixteen in this table are searched 16,940 times a month between them, and the largest, “psychiatrist near me”, is 3,100. A practice with one page listing every specialist competes for none of them. A page for each competes for all of them.
Average monthly Google searches in Australia, from Ahrefs Keywords Explorer, pulled 12 September 2026. Searches with no reported volume are left out rather than estimated.
What our SEO service for doctors includes
Six workstreams, run together, each one aimed at a booked appointment rather than a ranking.
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Google Business Profile and Maps
The practice profile set up properly: the right primary category, every service you actually offer, accurate hours, photos, and practitioner listings only where they help rather than split your reviews across half-built duplicates. It's the first thing a patient sees after a referral, and often the only thing.
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Practitioner and condition pages
A page for each doctor, carrying the qualifications and the title as they appear on the register, and a page for each condition and procedure you want to be referred for. Each one states who the appointment suits, what it covers, what the risks are and what it costs.
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Referral catchment and location pages
Only for the suburbs and the consulting rooms you genuinely see patients in, and each written about that place: parking, transport, and how far patients travel. We don't build sets of near-identical suburb pages. Search engines treat those as doorway pages.
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Reviews, the compliant way
We help you ask more patients for a Google review and reply to each one well. Reviews stay on Google, complete and unedited. We never republish a clinical one on your site or in an ad, and we never trim a mixed review down to its good half, because both breach the National Law.
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AI search visibility
Patients now ask ChatGPT, Gemini and Google’s AI Mode which specialist to see and whether a referral is needed. We structure your pages, schema and listings so those answers can find, trust and cite you.
How AI search visibility works -
Booking and tracking
Calls, online bookings and form enquiries, each tracked in GA4, so you can compare what search delivered against the appointments and referrals your practice manager records in your own software.
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Get Free Growth Plan!Results For Healthcare Practices
Four dental practices, the healthcare vertical we've published the most work in. None is a medical practice. Every number comes straight from that practice’s own case study.
Quay Dental
Quay Dental, a trusted dental clinic in Sydney, was losing organic visibility in a highly competitive local market.
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400%
Increase in Top 3 Position Keywords
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66%
Increase in Leads Generated
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179%
Increase in Traffic Value
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34%+
Increase in Total Traffic
The Dental Practice
The Dental Practice, a dental clinic based in Sydney, was looking to increase visibility and attract more patients in a competitive local market.
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28%
Increase in Organic Traffic
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60%
Increase in Conversions
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40%
Drop in Cost Per Acquisition
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31%+
Increase in Conversion Rate
White & Bright Family Dental
White & Bright Family Dental, a dental clinic in South Western Sydney, needed to build awareness and attract new patients in a competitive local market.
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30%+
Increase in PPC Conversion Rate
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20%
Increase in Organic Traffic
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87
PPC Leads on Average Per Month
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$16
Cost Per Conversion
Bay Central Dental
Bay Central Dental, a modern dental clinic based in Woolooware, was struggling to stand out in a saturated market.
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300%
Increase in Top 3 Position Keywords
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268%
Increase in Organic Traffic
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30%
Drop in Cost Per Conversion
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70%+
Increase in PPC Conversion Rate
Video review from an IV therapy clinic
Rosy from IV League Drips, an IV therapy clinic rather than a medical practice, on working with us across SEO, Google Ads and Meta ads. The figure comes from the clinic’s case study and reflects the combined campaign, rather than SEO alone.
Advertising as a registered doctor
Advertising a regulated health service is governed by the National Law, and the rules reach your website, your Google Business Profile, your practice’s social pages and your ads. This is where we draw the line.
What we won’t publish
- Testimonials about clinical care, on your site, in your ads or on your practice’s social pages
- A specialist title that isn't on that doctor’s entry in the public register
- A review edited so it no longer reflects everything the reviewer said
- Guaranteed outcomes, or a claim to be the best in your field
- An offer or a discount without its terms stated
What we do instead
- Every title and qualification checked against the public register first
- Reviews left on Google and kept there, complete and unedited
- Comments about service and communication, which aren't testimonials, used where they fit
- Condition and procedure pages that state what the appointment covers and what the risks are
- Fees set out plainly, including the gap after the Medicare benefit
We write to Ahpra’s advertising guidelines and to the Medical Board’s own guidance. It supports your obligations as a registered practitioner; it does not replace them. Ahpra testimonial tool
How our SEO process for doctors works
Five steps, in order. The pace is set by your practice, your site and your catchment, so the plan sets it rather than a template.
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Audit
Search Console, the Business Profile, what ranks for your name and your specialty, your site and your tracking.
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Growth plan
What to fix and what to build, in order of the appointments each is likely to bring.
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Build
The profile, the practitioner and condition pages, technical fixes and tracking.
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Compound
Content, reviews and authority, built on what the data shows is working.
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Report
Against appointments booked, not rankings.
How much SEO for doctors costs in Australia
Published Australian agency figures put SEO for medical and dental practices at $1,500 to $2,500+ a month, and most Australian small businesses pay $1,500 to $3,500 a month. No regulator sets SEO prices in Australia, so these are market figures, not a quote.
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$1,500 to $2,500+
a month, what Australian agencies publish for medical and dental practices
Published Australian agency rate card, verified September 2026
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$1,500 to $3,500
a month, where most Australian small businesses sit
Two Australian SEO cost guides agree, verified September 2026
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US$500 to US$1,000
a month, the most common agency retainer worldwide
What one specialist appointment is worth
Medicare schedule fees for the two most common specialist consultations, each of which requires a referral.
| Consultation | Schedule fee |
|---|---|
| Initial attendance, after referralMBS item 104 | $103.95Benefit 85% $88.40 |
| Subsequent attendance, same course of treatmentMBS item 105 | $52.25Benefit 85% $44.45 |
Medicare Benefits Schedule, MBS Online, read 12 September 2026
What moves the price
- How many practitioners and consulting locations you have
- How contested your specialty and your suburb are
- How many condition and procedure pages need building or fixing
- The state of your site and your booking tracking
- Whether Google Ads runs alongside
These are schedule fees, so a specialist charging above the schedule receives more and the patient pays the gap. One referral is rarely one appointment either, which is the number worth setting against the market figures.
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Uppercut Digital Google reviews
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SEO For Doctors Questions
Do you lock practices into contracts?
No. We work without lock-in contracts. If the work isn't paying its way for your practice, you're free to stop.
What is SEO for doctors?
It's the work of getting an individual practitioner found, rather than a clinic. That means the doctor’s own page, a page for each condition and procedure they treat, the qualifications and titles set out as they appear on the register, the Google Business Profile behind the practice, reviews on Google, and tracking that ties a search back to an appointment. A medical centre has a related but different job, which is getting the practice found for “gp near me” and the services it offers.
How much does SEO for doctors cost in Australia?
Published Australian agency figures put SEO for medical and dental practices at $1,500 to $2,500+ a month, and most small businesses pay $1,500 to $3,500 a month (both verified September 2026). What moves the price is how many practitioners and locations you have, how contested your specialty is, and how many condition pages need building. We scope each practice before quoting.
How long does SEO for doctors take?
It depends on how contested your specialty is, the condition of your site and how much authority it has already earned. The Business Profile and technical fixes tend to move first, while ranking for a competitive specialty search takes longer. Rather than quote an industry average, we set out what's realistic for your practice and your site before you commit to anything.
Can we use patient testimonials on our website?
Not about clinical care. The National Law does not allow testimonials, or purported testimonials, in the advertising of a regulated health service or of a business that provides one, and that reaches your website, your ads and your practice’s own social pages. There is a real distinction worth knowing: Ahpra’s own guidance says comments that are not about clinical aspects, such as customer service or communication style, are not considered testimonials and may be used in advertising. Reviews patients leave on Google are different again, because you do not control them.
Can we edit a review before we use it?
No, and this is the part most practices do not know. Ahpra’s guidance treats selective editing as misleading in its own right: editing a negative review to make it positive, trimming a mixed review so only the positive comments remain, or editing one so it no longer accurately reflects all of the reviewer’s feedback. Its own advice is that only publishing complete and unedited reviews that are not testimonials helps avoid breaching the National Law. So we leave reviews where patients left them and reply to them there.
Can I describe myself as a specialist?
Only if the register says so. Practitioners with the necessary qualifications in an approved specialty, who meet the other registration requirements, are included on the Specialists Register, and the Medical Board is explicit that their specialist title is protected by law. We check each practitioner against the public register before any title goes on a page, because a specialist-title claim without that registration is a more serious matter under the National Law than an advertising breach.
Does specialist registration matter beyond advertising?
Yes, and it is worth stating plainly on your pages. Medicare uses the publicly available specialist register to check that a doctor has specialist registration and that their patients can obtain a specialist-level rebate, and since changes to the Health Insurance Act 1973 took effect on 16 June 2021, GP fellows must hold specialist registration to access the higher rebates. Patients care about the rebate, so a page that is clear about it answers a question they would otherwise ring to ask.
We take referrals. Is SEO worth it for a specialist practice?
A referral puts your name in front of a patient; it doesn't book the appointment. Most people look your name up before they ring, and what they find is either your page or somebody else’s summary of you. Beyond that, the sixteen specialties in the table above are searched 16,940 times a month in Australia by people choosing who to ask their GP for, and a practice with one page listing every practitioner appears for none of them.
Should each doctor have their own page?
Yes, where each doctor sees patients under their own name. Patients search names and specialties, not staff lists, and a page per practitioner lets each carry the right registered title, the conditions they treat, the locations they consult at and their own reviews. One page listing everyone competes for nothing in particular.
Can you get my practice into ChatGPT and AI Mode answers?
Nobody can guarantee a mention in an AI answer, and it is worth being wary of anyone who does. What we can do is strengthen the signals those answers draw on: clear condition and practitioner pages, accurate business listings, reviews on Google, structured data, and mentions on sites AI tools already trust.
How should we organise pages for a doctor who consults at several locations?
Keep the practitioner profile as the main source of information about the doctor, then link it to clear details for each consulting location. Patients need to know which rooms to attend, how to book and where to find parking or transport information. We use the locations where you genuinely consult rather than creating pages that imply a presence elsewhere.
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