The complete local SEO checklist for allied health clinics

Local SEO means showing up when someone searches "psychologist near me" or "speech pathologist [suburb]". Clinics win by being the most relevant and most trusted locally. This checklist shows you where to focus first.

If you only fix one thing, fix your Google Business Profile.

How Google decides local rankings (plain English)

Google looks at three things:

• Relevance: how well your listing and website match the search.
• Distance: how close the searcher is to your clinic.
• Prominence: how trusted you look online (reviews, links, and mentions).

You cannot control distance, but you can control relevance and prominence.

Common mistake: Chasing random keywords instead of matching real services.

Checklist Part 1: Google Business Profile (GBP)

Think of GBP as your digital shopfront. It is often the first impression a client gets.

Categories

• Primary category should be your highest demand service.
• Add secondary categories for other core services, not every niche.

Services

List the actual services you deliver in clinic. Mirror the wording clients use.

Description

Write for a client, not an algorithm.

Example: "We help children and adults with speech and language difficulties. Appointments available in [suburb], with Telehealth options."

Photos

Use real, recent photos. Aim to refresh monthly.

Include:

• Exterior and entry
• Reception and waiting area
• Treatment rooms
• Team photos
• Accessibility and parking

Posts and updates cadence

One post per week is ideal. One to two posts per month is fine if you are busy.

Appointment link and tracking

Add the booking link and track it. Use a tagged URL so you can see GBP bookings in analytics.

Quick win: Add a "Book online" link and check clicks weekly.

Q&A setup

Seed common questions before a client asks.

Example: "Do I need a referral?" and "Do you accept NDIS plans?"

Checklist Part 2: Website foundations

Your website should confirm what your GBP promised. Keep it simple and service-led.

One page per core service

Create a page for each core service. Use condition pages only when you have meaningful differences in care or audience.

One page per location (only if you truly serve it)

Do this if you have a real clinic, staff, or visiting service. Do not create pages for suburbs you do not serve.

Title tags and H1s with suburb and service

Keep them plain and specific.

• Title tag: "Physiotherapy in Hobart | [Clinic Name]"
• H1: "Physiotherapy in Hobart"

Internal linking structure

Make it easy for Google and clients to move around.

• Services link to booking
• Locations link to services
• FAQs link to relevant services

Schema basics

Add LocalBusiness or MedicalOrganization schema. Add practitioner schema where relevant.

Mobile UX and Core Web Vitals

Most clinic traffic is mobile. Check that booking and calling work in two taps.

Try this: Run the homepage through PageSpeed Insights once per quarter.

Checklist Part 3: Content that ranks locally

Local content should help clients decide, not just rank.

Service in suburb pages (do this ethically)

Do:

• Explain who the service is for in that area.
• Mention local availability, hours, and parking.
• Add a local proof point (review, clinician, partner).

Do not:

• Spin the same page across 20 suburbs.
• Stuff every suburb into one paragraph.

FAQ blocks that match real questions

Pull these from reception logs and phone calls. Answer in plain English.

Example: "How many sessions will I need?" or "What should I bring?"

Helpful resources

Keep them practical:

• Referral requirements
• Funding options (NDIS, Medicare, WorkCover)
• What to expect at the first visit
• Telehealth vs in-clinic guidance

Quick win: Add a "What to expect" section to every service page.

Checklist Part 4: Reviews (the big lever)

Reviews drive both rankings and confidence. They also answer questions before clients ask them.

Review request workflow

• Ask after a positive milestone.
• Use SMS or email within 24 to 48 hours.
• Make it one tap to leave a review.

Review response templates

Keep responses calm and human. Never mention personal details.

Positive review response template

"Thanks for the kind words. We are glad the team could help and appreciate you taking the time to leave a review."

Negative review response template

"Thanks for your feedback. We are sorry to hear this and would like to understand more. Please contact the clinic so we can follow up."

Do say: "Thanks for the feedback."

Don't: "We do not recall your appointment."

Review velocity and diversity

Steady reviews beat bursts. Aim for a consistent flow across services and locations.

Common mistake: Asking only at the end of a long treatment plan.

Checklist Part 5: Citations and authority

Local SEO is about being consistent everywhere you appear.

Consistent NAP

NAP means name, address, phone. Keep it identical across GBP, your website, and directories.

Key AU directories to consider

Start with real, relevant listings:

• Professional association directories (APS, APA, SPA, OTA)
• HealthEngine, HotDoc, HealthShare, Whitecoat, MyHealth1st
• Yellow Pages, TrueLocal, StartLocal, Yelp
• Local council and community directories
• NDIS Provider Finder (if applicable)

Do not create listings you cannot maintain.

Backlinks from local partners

Partner with schools, GPs, community groups, and local clubs. One quality local link beats ten random ones.

Try this: Offer a short resource for a local partner to link to.

Checklist Part 6: Tracking and maintenance

You do not need complex dashboards. You do need a monthly routine.

What to track monthly

• GBP actions (calls, website clicks, direction requests)
• Enquiries and bookings from GBP
• Top local rankings by suburb and service
• Reviews gained and response time

Simple monthly maintenance routine

• Check GBP categories and hours
• Post one update
• Add two new photos
• Scan for NAP errors
• Review top landing pages for clarity and speed

Quick win: Set a 30-minute calendar block on the first Monday of each month.

Conclusion and next step

Local SEO is not magic. It is consistent relevance and trust, built over time.

If you want a printable version, grab the downloadable checklist PDF. If you want a second set of eyes, book a local SEO health check.

Recap

• Make your GBP complete, accurate, and active.
• Match website pages to real services and real locations.
• Build trust with reviews and local proof.
• Keep citations consistent and local.
• Track the basics monthly and adjust fast.

Book a local SEO health check or request the checklist PDF.