SEO for Healthcare Practices
More patients booked from Google, Google Maps and AI answers, for medical centres, general practices and allied health, with every page written to the Ahpra advertising rules.
- No lock-in contracts
- Tracked to booked appointments, not rankings
Your catchment Parramatta
Found where your patients live.
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 healthcare SEO?
Healthcare SEO is the work of getting a practice found when people nearby search for a doctor, a clinic, a service or an appointment on Google, Google Maps and AI assistants. It covers the Google Business Profile for each location, a page for each service and each practitioner group, local signals, reviews on Google, site speed, and tracking that ties each search back to an appointment booked, all written within the advertising rules that bind a registered health profession.
- Usually moves first
- Maps visibility and the Google Business Profile
- Compounds
- Service pages, and pages for the practitioners patients search for
- Measured by
- Appointments booked, not rankings
Why healthcare practices lose appointments online
Most practices we speak to have the same four problems, and none of them shows up in a rankings report.
New patients by referral source
| Referral source, as entered at reception | New patients |
|---|---|
| Word of mouth, friends and family | 34 |
| Referred by another practitioner | 19 |
| Walked past the practice | 11 |
| “Google” | 27 |
| Not recorded | 41 |
| Total new patients | 132 |
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The booking platforms outrank you
Search for a doctor in your suburb and the directories and booking platforms that list you sit above the practice itself, so a patient books through a third party rather than with you.
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Some of the dearest clicks in search
Google Ads keyword data puts the average click on “doctor appointment online” at US$18.12 and on “medical certificate online” at US$11.43. Buying every appointment at that price adds up.
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Demand you never see
“medical certificate online” is searched 90,500 times a month in Australia. If you offer telehealth and have no page that says so, those searches go to a national service.
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Numbers nobody connects
Best Practice, Medical Director and Zedmed can report new patients. None of them can tell your practice manager which search sent them.
How patients search for a doctor in Australia
The searches Australians make every month, grouped by what the patient needs, with the page or asset that wins each one.
| Search | Searches a month, Australia | What wins it |
|---|---|---|
| Nearby and urgent | ||
| gp near me | 110,000 | The Maps pack and a complete Business Profile |
| medical centre near me | 49,500 | The same profile, with every service listed |
| doctor near me | 49,500 | A location page for each practice |
| Booking and telehealth | ||
| medical certificate online | 90,500 | A telehealth page that says who is eligible and what it costs |
| doctor appointment online | 3,600 | Online booking on the profile and on every service page |
| Bulk billing | ||
| bulk billing doctor near me | 18,100 | A fees page that states exactly who is bulk billed and when |
| Allied health under the same roof | ||
| psychologist near me | 27,100 | A page for each allied health service, not one page listing them all |
| Preventive and screening | ||
| skin check near me | 8,100 | A service page that explains the examination and the fee |
“medical certificate online” is searched 90,500 times a month, almost as often as “gp near me”. Practices that offer telehealth and never say so on a page hand that demand to a national service.
Average monthly Google searches in Australia, from Google Ads keyword data, pulled 12 September 2026. Searches with no reported volume are left out rather than estimated.
What our healthcare SEO service 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
Each location set up properly: the right primary category, every service you actually offer, accurate hours including after hours, photos, and practitioner listings only where they help rather than split your reviews. Most “gp near me” searches end on the profile, so it's where we start.
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Service and practitioner pages
One strong page for each service patients search for by name: skin checks, women’s health, travel medicine, chronic disease management, telehealth, and each allied health service under your roof. Each states who it suits, what the appointment covers and what it costs.
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Suburb and location pages
Only for suburbs you genuinely draw patients from, and each written about that suburb: 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, where patients leave them. We never republish them on your site or in ads, because clinical testimonials in advertising breach the National Law.
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AI search visibility
Patients now ask ChatGPT, Gemini and Google’s AI Mode which clinic to book and whether it bulk bills. We structure your pages, schema and listings so those answers can find, trust and cite your practice.
How AI search visibility works -
Booking and tracking
Calls, online bookings through HotDoc, HealthEngine or your own widget, and forms, each tracked in GA4, so your practice manager can compare what search delivered against the appointments recorded in Best Practice, Medical Director or Zedmed.
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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. 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 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.
Marketing inside the Ahpra rules
Advertising a regulated health service is governed by the National Law, and the rules reach your website, your Business Profile and your ads. This is where we draw the line.
What we won’t publish
- Patient testimonials, on your website or in your ads
- A specialist title that isn't on that practitioner’s registration
- Guaranteed outcomes, or claims to be the best clinic in the area
- “Bulk billing” without stating exactly who it applies to
- Discounts or free offers without the terms stated
What we do instead
- Reviews earned on Google and left there
- Every title and endorsement checked against the public register
- Service pages that state what the appointment covers, who it suits and the risks
- Fees set out plainly, including who is bulk billed and what the gap is
- A check of which of your practitioners are registered before we write about them
We write healthcare copy to Ahpra’s advertising guidelines and to each National Board’s own guidance. It supports your practitioners’ obligations; it does not replace them. Ahpra advertising hub
How our healthcare SEO process 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, every Business Profile, the Maps pack for your suburb, 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 Business Profiles, service 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 healthcare SEO 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 consultation is worth
Medicare schedule fees for the two most common general practice consultations.
| Consultation | Schedule fee |
|---|---|
| Standard consultation, 6 to under 20 minutesMBS item 23 | $45.05Benefit 100% |
| Long consultation, 20 minutes or moreMBS item 36 | $87.10Benefit 100% |
Medicare Benefits Schedule, MBS Online, read 12 September 2026
What moves the price
- How many locations and practitioners you have
- How contested your suburb is
- How many service 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 bulk billing practice receives them and a practice charging a gap receives more. A patient who stays with the practice is worth many of them, which is the number worth setting against the market figures.
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Uppercut Digital Google reviews
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Healthcare SEO 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 local SEO for medical practices?
Local SEO is the part of healthcare SEO that decides whether you appear in the Google Maps pack and in “gp near me” results. It rests on a complete Google Business Profile for each location, consistent practice details across health directories, reviews on Google, and pages that make clear which suburbs you serve and which services you offer.
How much does healthcare SEO 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 locations and practitioners you have, how contested your suburb is, and how many service pages need building. We scope each practice before quoting.
How long does healthcare SEO take?
It depends on how contested your suburb is, the condition of your site and how much authority it has already earned. Business Profile and technical fixes tend to move first, while ranking for competitive service searches 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?
No. Testimonials about clinical care are prohibited in the advertising of a regulated health service, and that reaches your website, your social profiles and your ads. Reviews left by patients on Google are different: you do not control them, they can stay there, and you can reply. What we never do is lift them onto your site or into an ad.
Can we call our GPs specialists?
Where the registration supports it, yes, and it is worth saying. General practice is a recognised specialty, so a fellow who holds specialist registration can be described accordingly, and that registration is also what gives patients access to the higher Medicare rebates. We check each practitioner against the public register before any title goes on a page, because claiming a specialist title without it is a more serious matter than an advertising breach.
How should we write about bulk billing?
Precisely, because it's a claim about price. “bulk billing doctor near me” is searched 18,100 times a month in Australia, so the demand is real, but a page that says “we bulk bill” without saying who and when will cost you trust at the front desk. We write it as who is bulk billed, when, and what the gap is for everyone else.
We have allied health under the same roof. Does that change anything?
It changes both the pages and the compliance. Each service wants a page of its own rather than a line on a list, because people search by profession: “psychologist near me” alone is searched 27,100 times a month. And not every allied health profession is registered under the National Law, so we check which of your practitioners are registered before we write anything about them.
Can you track appointments from HotDoc, HealthEngine or our practice software?
Mostly, yes. We track calls, online bookings and form enquiries in GA4, including HotDoc and HealthEngine bookings where the widget allows it. Best Practice, Medical Director and Zedmed don't receive search data, so we match what search delivered against the appointments your practice manager records.
Do you work with multi-location groups?
Yes. Each location gets its own Business Profile, its own location page and its own tracking, so one strong clinic doesn't hide a weak one, and you can see which catchment is actually producing patients.
Can you get our 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 service pages, accurate business listings, reviews on Google, structured data, and mentions on sites AI tools already trust.
Should a medical centre have separate pages for its services?
Yes, where patients are looking for different appointments. A single list of services can leave people unsure what to book or which practitioner to see. We organise pages around the services your centre actually provides, with clear appointment information and links to the relevant practitioners and booking options. Your team supplies and checks the clinical details used on each page.
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