SEO & Local Search · Playbook
How we take a clinic that is invisible outside its own name and make it findable for the treatments people actually search for — without touching anything the College would object to.
5.0★ On Google15 Alberta Clients2 Alberta OfficesNo Offshore Work
The short version
Almost always because the site is built around the clinic rather than around the problem. It has a Services page listing “Physiotherapy, Massage, Acupuncture” and nothing that matches how a person in pain actually searches — “rotator cuff pain Edmonton”, “physio for whiplash after a car accident”, “pelvic floor physio near me”.
Google has nothing specific to rank, so it falls back to ranking you for your own clinic name. The fix is structural, not cosmetic: a page per treatable condition, a properly configured Google Business Profile, and consistent name, address and phone details wherever the clinic is listed.
What we find
We have audited a lot of Alberta clinic websites. It is nearly always these three.
Physiotherapy, massage, acupuncture, dry needling and pelvic health all crammed onto one page. Google cannot tell what that page is about, so it ranks for none of them. Splitting it into one page per condition is usually the single largest gain available.
Get my free proposalNo services listed, two photos from 2019, the wrong primary category, and hours that are out of date. The map pack is decided largely on the profile, not the website — and this is the cheapest thing on the list to fix.
Get my free proposalIf phone calls are not tracked back to the page that produced them, the clinic cannot tell whether its MVA content or its sports injury content is earning its keep. Most clinic enquiries arrive by phone, so an untracked phone line means most of the data is missing.
Get my free proposalFree, no obligation
Two business days. Straight to your inbox.
We will look at your site structure, your Google Business Profile and how you compare to the clinics ranking above you, then send back what we would change and in what order.
Two business days. Straight to your inbox.
What the work involves
Roughly in the order we would do it, because the order matters more than the list.
Correct primary category, every service listed, real photos, hours, and posts. Usually the fastest movement you will see.
Written for the person searching, not the practitioner. One condition, one page, one clear next step.
Real volume data for the conditions you treat and the way people in Alberta phrase them.
Clinic name, address and phone identical across your site, GBP, directories and booking system. Inconsistency quietly suppresses local ranking.
So you can see which condition page produced which booking, rather than guessing.
Every page checked against the College of Physiotherapists of Alberta advertising standards before it goes live.
Our track record
Numbers from our own client base, not from this playbook.
Figures reflect our current retained client base and are not a projection for your business. We do not publish client results without written permission, a stated measurement period and a verifiable baseline.
How it runs
Timeframes below are typical ranges and depend on scope, access and how quickly decisions come back.
Current rankings, GBP state, site structure and tracking recorded before anything changes, so the comparison later is honest.
Typically weeks 1–2Google Business Profile first because it moves fastest, then condition pages published in priority order.
Typically weeks 2–8, scope dependentMonthly reporting on enquiries by source and page, with new condition pages added where the data says there is demand.
Ongoing, monthly reportingQuestions we get
Google Business Profile changes can show within days to a few weeks. Ranking for condition terms is slower — typically three to six months of consistent work before competitive treatment terms move, longer in a saturated area. Any agency offering you a firm timeline for a specific ranking is guessing, because nobody outside Google can promise position.
Not every condition — every condition you genuinely want more of and can write something substantial about. A thin page per condition is worse than no page, because it dilutes the site. We would rather publish eight strong condition pages than twenty-five thin ones, and we will tell you which of your services do not justify their own page.
It has to, and that shapes the copy. Alberta physiotherapists are bound by their College’s advertising standards, which restrict superlatives, comparative claims and anything that could be read as guaranteeing an outcome. We write to that standard by default and flag anything you ask for that would fall outside it. You remain responsible for what is published under your clinic’s name, so you review everything before it goes live.
Carefully, and sometimes not at all. Testimonial rules for regulated health professions in Alberta are stricter than for general businesses, and what a chiropractic clinic or a gym can publish is not automatically fine for a physiotherapy clinic. We check the current standard before recommending it, and where testimonials are restricted we use other credibility signals instead.
Each location needs its own page and its own Google Business Profile, with genuinely different content — not the same page with the city name swapped. Duplicated location pages compete with each other and often end up with none of them ranking. We cover this properly in the multi-location playbook.
Usually, yes. A designer builds a site that looks right; local search work is about structure, entity consistency and measurement, which are mostly invisible on the page. A beautiful clinic site with one Services page and an unclaimed profile will lose to a plain site that is structured properly. We would rather improve what you have than rebuild it.
Where we work
Two Alberta offices, an in-house team, and no offshore subcontracting. We work across the Edmonton and Calgary metros and the corridor between them.
Head Office
Unit 101 – 10460 176 Street NWServing Calgary & Area
6600 36 St NE #120
