Blog
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A licence number is a trust signal
The verdict Publish the licence number. It is the one trust signal on a clinic website that a stranger can verify in under a minute, on a register you do not control, and almost no practice publishes it. Everything else on a bio page is a claim. This is the one thing that is checkable.…
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Thirty condition pages with no link pattern
The verdict Thirty condition pages with no link pattern is thirty orphans. Each one should link home with a brand anchor, down into the services that treat it, across to the two or three conditions people confuse it with, and out to the location page. Four directions, decided once, applied to every page. Without it…
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What a condition page has to contain
The verdict A specification, not a suggestion, because condition pages are the ones that get written thin. Nine hundred to twelve hundred words, an H1 naming the condition and the town, a predictable URL, the right two schema types, and a named clinician attached. Any page that cannot meet that is a page the practice…
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Sciatica is a query. Adjustment is not.
The verdict Sciatica is a query. Adjustment is not. Patients search for the thing that hurts, in the words they would use to a friend, and clinics publish pages about the techniques they perform. Those two vocabularies barely overlap, which is why a practice can have twelve well-written service pages and rank for almost nothing…
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The Conditions Treated hub almost no clinic has
The verdict Health is the one niche where I do not research the page structure per client, because the answer is always the same: a Conditions Treated hub with a page underneath it for each condition. Everywhere else I work out the supporting pages from the market. Here the structure is mandatory, and almost no…
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Two email addresses on one clinic site
The verdict One clinic site I looked at gives a generic practice email on one page and the practitioner’s personal address on another. Neither is wrong. Together they are a question the site refuses to answer, and the same pattern turns up with phone numbers, booking routes and opening hours. These are not errors. They…
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The social profile cross-check
The verdict List every social profile your website links to. List every one your Business Profile links to. They will not be the same list. Ten minutes of reconciliation, and the point is not vanity metrics: these are the public places that confirm you are one business with one name, and half of them are…
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The address inside your structured data
The verdict There is a fourth copy of your address on your website that no human has ever read: the one inside your structured data, emitted automatically by your site builder on every page. It is the one where formatting genuinely matters, because a parser reads it rather than a person, and it is the…
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The footer and the contact page do not match
The verdict The footer and the contact page are the two most-read blocks on a local site and almost nobody has ever compared them character by character. They were written at different times by different people, so they disagree about the suite number, the phone line, or the opening hours, and the disagreement has been…
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Your NAP is in four places and they disagree
The verdict NAP consistency is not a directory problem. It is four places on your own website that disagree with each other: the footer, the contact page, the location pages, and the structured data nobody has ever read. Fix those four before you pay anyone to synchronise listings, because the site you control is the…