Start by upgrading your existing content assets

• If you want to outrank your competitors and have a consistent flow of inbound enquiry your landing pages can’t be static for long periods.
• Focus first on your key Service / Product pages which are ranking between position 2 and 15 for important (commercial/transactional) keywords.
• Update these pages with new information. EG – add FAQs, quotes from your own experts/practitioners, or embed short form social videos relevant to the page.
• Purge or consolidate thin, low traffic pages after reviewing your analytics. Can multiple pages be combined as one page to improve depth and added authority or expertise?

Spy on industry leaders in highly competitive markets

• Maybe that’s a leading city practice in Sydney, Melbourne, Singapore, New York or London?
• What landing pages are they using to attract customers, clients or patients that you’re missing?
• Don’t forget to review your search queries coming from your ad account. If these queries result in conversions, you want to make sure they’re represented on your site.

Fix basic technical website errors

• Often holds back a site but quite easy to fix.
• Fix any 404 errors and broken links asap, even if they’re from months ago.
• Another common issue is duplicate title tags due to indexed archive, category or blog pages which compete against main pages.
• Review your meta data and internal linking – is it natural and logical ?
• Set up monthly site audits for review.

Narrow backlink ‘gaps’

• Backlinks remain one of the most important search engine ranking factors.
• Start with identifying all your partners and affiliates which don’t link to your site – these may be health funds, associations, or community partners.
• Also make a list of all relevant links and directories that go to your local competitors, but not your site.

Don’t ignore the power of local search

• Optimise your Google Business Profile.
• Set a weekly reminder to post updates, add photos and videos < 30 seconds.
• Add Products, and Offers where applicable to increase mobile ‘real estate.’
• Regularly check your basic profile info such as hours of operation and phone numbers. Approve or Disapprove.
• Google can sneakily add/change key information without properly updating users.