Industry specialisation
Healthcare SEO for Australian Clinics and Practices
Someone in your suburb has just typed "physio near me" or "bulk billing GP open Saturday" into their phone, and they'll book with whoever makes it easiest. Healthcare SEO is the work of being that clinic.
Search your practice name plus your suburb. Usually your HealthEngine profile or HotDoc listing sits above your own website. You built the clinic, and a booking platform is renting you your patients.
We work with GP practices, physio and chiro clinics, podiatrists, psychologists, optometrists, cosmetic clinics, vets and specialist rooms. Dental has its own page, and so do NDIS providers and aged care providers.
- $990
- Entry price, published in full
- 30 days
- Notice to leave. No lock-in
- 1pm to 6pm
- AEST, senior-led, contactable
AHPRA advertising rules decide what your website can say
Advertising a regulated health service sits under the National Law and AHPRA's advertising guidelines. A breach is a compliance matter for the practitioner, not the agency that wrote the copy. That is how generalist agencies get clinics in trouble.
The constraints that shape a site:
No testimonials about clinical care
Patient statements about treatment, outcomes or practitioner skill can't appear in your own advertising.
No misleading or deceptive claims
"Best chiropractor in Melbourne", or an unsubstantiated success rate.
No unreasonable expectations of benefit
Implying a cure or an outcome the evidence doesn't support.
No inducements
Vouchers, prize draws, "book this week and save" timers.
No encouraging indiscriminate or unnecessary use of services
, which rules out much conversion copy.
Heavy restrictions on before and after images
, tighter again for cosmetic procedures.
So the site converts on clarity instead of hype: who practises here, what they treat, their credentials, what it costs, how to book.
We're an SEO firm, not your lawyer. Borderline copy gets flagged, not published, and check specifics with AHPRA or your indemnity insurer.
The review dilemma, explained properly
The distinction that matters is who's publishing. The testimonial restriction covers your own advertising, the content you control. A Google review sits on a platform you don't own, written by a patient, and AHPRA has recognised that practitioners aren't responsible for unsolicited third-party reviews outside their control. That is the only reason review strategy works at all.
Trouble starts when you solicit reviews that discuss clinical care, or republish them on your site or in an ad, because then you're the one advertising with a testimonial.
Clinics that stay comfortable ask about the non-clinical experience, never steer the content, never filter by rating. Where your line sits warrants advice for your practice.
Try it
What the page looks like when someone in your suburb searches
Three businesses get the map pack. Everyone else sits under a “more places” link almost nobody taps. Pick your trade, type your suburb, and see the difference the work is meant to make.
- 1Blacktown Dental Co.4.8 ★ · 127 reviews · Blacktown
- 2A1 Dental Blacktown4.6 ★ · 89 reviews · Blacktown
- 3Blacktown Dental Group4.7 ★ · 64 reviews · Blacktown
- More places › (Your clinic, and everyone else who does not get the call)
- example1.com.au › blacktownDental services in Blacktown
- example2.com.au › blacktownTop rated dental near Blacktown
- example3.com.au › blacktownBlacktown dental directory
Owning your traffic instead of renting it from HotDoc
If a directory profile captures a real share of your new patients, you're paying per booking for demand that was looking for a clinic in your suburb, not for that platform.
Shifting the mix matters more than dropping a platform. Keep the booking software your front desk knows, then rank your own pages above the profile version of yourself and get people into that booking flow in one tap. Booking is the conversion event, not an enquiry form somebody waits on.
Practitioner pages do more work than your homepage
Google treats health as Your Money or Your Life content, so it wants evidence that a real, qualified person stands behind the page. Anonymous clinical content doesn't rank.
One page per practitioner with full name, AHPRA registration number displayed, qualifications, clinical interests and a direct booking link. Clinical articles carry a named author with credentials, not "the team", plus Person schema. Patients search practitioner names, and a bio page often closes it.
Month by month
What the first year usually looks like, and when you can leave
- 1
- 2
- 3
- 4
- 5
- 6
- 7
- 8
- 9
- 10
- 11
- 12
- Technical and local foundations
- Google Business Profile movement
- Organic rankings
- Compounding
- You can leave
Month 1
Setup-heavy. Crawl issues, tracking, the Google Business Profile, and the pages that earn money first. We do not dress month one up as results.
Typical timing, not a guarantee. Thirty days notice applies in any month, with no exit fee and no clawback.
Condition pages catch the patient earlier
Clinic sites list services, patients search problems. Nobody with a sore back searches "manual therapy", they search "lower back pain treatment Frankston".
A condition page written by the clinician who treats it, covering causes, assessment, a typical course of care and when to see someone urgently, reaches that patient before they've picked a type of clinician.
Most multi-practitioner clinics need a service page per discipline, a condition page for their top eight to twelve presentations, and a practitioner page per clinician. Condition pages win on volume and early intent.
The page nobody writes: one for referring GPs
Allied health and specialist practices get much of their work from GP referrals, and almost nobody writes for that reader. A referrer page covering scope of practice, what you need on the referral, whether you accept EPC and chronic disease management plans, wait times and report turnaround is useful to a referring GP. Barely anything competes there, and one new referrer outvalues fifty website visits.
Medicare, bulk billing and private health questions
Payment questions dominate pre-booking research. "Do I need a referral for a physio." "Psychologist Blacktown Medicare rebate." "What's the gap."
Answering them factually captures people at the research stage. Say what you charge, whether you bulk bill and under what conditions, whether HICAPS is on site, and what a Mental Health Treatment Plan or EPC referral changes about the gap. We describe what your practice does and send people to Services Australia or their fund.
Local SEO and Google Business Profile for a clinic
Most of your patients come from a few suburbs, and the map pack decides who gets the call. Your primary category should be the specific one, not the safe one, because "Physiotherapist" outperforms "Medical clinic" for physio searches. Then the shared address question: practitioners can hold their own profiles at one address when they're publicly contactable and treat patients there, but duplicating the practice listing per clinician gets everything suspended. The rest is unglamorous: accurate hours, weekly posts, consistent citations.
What healthcare SEO costs for a clinic
No lock-in, 30 days notice.
| Plan | Monthly | Fits |
|---|---|---|
| Local | $990 | Single site, one or two practitioners |
| Growth | $1,990 | Two to fifteen practitioners, full build-out |
| Authority | $3,490 | Multi-site groups, competitive metro |
One-off: SEO audit $1,500, Google Business Profile setup $690, consulting $250/hour. Detail on the SEO pricing page. Most clinics sit on Growth at $1,990.
The arithmetic, using a physio clinic. An initial consult runs $95 to $130 and a course of care is five to eight sessions, so a new patient is worth $500 to $900, call it $650, and some become long-term. Three extra new patients a month covers the $1,990 retainer. Four puts you ahead.
Lifetime value at a GP practice is higher again, because a patient who lists with you is years of consults and care plans.
Run the sum
How many enquiries a month each tier has to bring in
The only sum that matters, and it changes completely with what you sell. Move these to your own numbers.
Each enquiry is worth about $420 at that rate. That is revenue, not margin, so apply your own margin.
Local
$990 a month · One service area
3 enquiries a month to break even
GrowthMost common
$1,990 a month · Multi-suburb or service
5 enquiries a month to break even
Authority
$3,490 a month · Competitive metro
9 enquiries a month to break even
Fees are the published monthly prices, in Australian dollars, ex GST. If the number for Authority is not realistic for your business, Authority is the wrong buy, and we will say so.
Questions
Questions we get asked
Straight answers, including the uncomfortable ones. Anything else goes to the person who does the work.
Ask your own questionCan we advertise a health service this way under AHPRA rules?
Yes, if it sticks to factual claims about who you are, what you treat and what it costs. The restrictions target testimonials, misleading claims, inducements and unreasonable expectations of benefit, not a site that ranks. Borderline copy goes to your insurer first.
Can we use patient testimonials or before and after photos?
Testimonials about clinical care can't go in your own advertising, so they stay off your site, ads and social posts. Before and after images are heavily restricted, tighter again for cosmetic work, and usable only under strict conditions. That call belongs to your insurer, not an agency.
How do we handle Google reviews?
A Google review is third-party content on a platform you don't control, which differs from publishing a testimonial yourself. The risk sits in soliciting reviews about clinical care and republishing them on your own pages. We set up an unfiltered request process covering the non-clinical experience. Have it checked for your profession.
Should we still pay for HealthEngine or HotDoc?
Usually keep them, at least at first. What changes is the mix. Once your own pages outrank your profile, work out what each platform costs per new patient and decide on the numbers.
Do you write clinical content?
We research and draft, you review and put your name to it. No clinical claim goes live without a practitioner signing off, and every article carries a named author with credentials, because that's what health content needs to rank. If nobody has twenty minutes a month to review drafts, we write less.
How long before we see new patients?
Month one is setup. Google Business Profile movement usually shows in four to eight weeks, and the first bookings come from there. Organic rankings for condition and suburb searches build from month three or four, compounding from month six. Anyone promising page one in thirty days is lying.
Free, by hand, no obligation
Start with a free check on your clinic
Four fields: website, main competitor, service area, email.
Within two business days you get a manual review, 30 to 45 minutes of real work. Three genuine findings, one fix your practice manager can do without us, one thing that needs help. For a clinic that usually means which booking platform is outranking you, and whether anything on the site would worry your insurer.
No sales call required. If you never speak to us again, the quick win is still yours.
- Turnaround
- Two business days
- Follow-up
- No sales call unless you ask
What clients say
In their own words
Upwork reviews, reproduced unedited apart from the spelling of Arbaz’s name.
I had the pleasure of working with Arbaz, an exceptional SEO Specialist who surpassed my expectations. From the start, his professionalism and expertise were evident. He conducted a thorough website audit, developed a tailored strategy, and optimized on-page elements and off-page backlinks. His knowledge of the latest SEO trends and proactive recommendations greatly improved our website's visibility and organic traffic. His ability to collaborate with the content team and implement technical SEO optimizations further solidified their effectiveness. Overall, I highly recommend this SEO Specialist for his remarkable results and dedication to driving business growth.
We had an amazing work experience with Arbaz in the past, so we decided to rehire him for the SEO dofollow link building for our other websites. He delivered excellent results and met our expectations. He is a highly skilled and reliable SEO expert. We will definitely hire him again for our future projects. Thank you for your hard work and dedication. 👍
Working with Arbaz has been an absolute pleasure. His expertise in managing our off-page strategy is evident in the tangible results and increased visibility we've achieved. Arbaz is professional, diligent, and consistently goes above and beyond our expectations. He not only understands our goals but also offers insights that add tremendous value to our strategy. I appreciate his proactive approach and clear communication. We feel fortunate to have him as a part of our team and I highly recommend him to anyone looking for top-tier off-page strategy services.
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