A technical publication for the person who has to implement. Organic search, the local pack, Maps and Business Profile, answer engines and their citation behaviour, review platforms, citation consistency, schema and entity clarity, site performance, and how to measure each of them without inventing a number.
Six pieces that between them describe the whole discipline: how a page becomes findable, how a clinic becomes one entity, and how any of it can be measured. The starting point is also deciding who owns a clinic's search visibility, since access, records and measurement depend on clear responsibility.
Retrieval eligibility and passage quality are the only two things a publisher controls. Everything after that belongs to the system.
One clinic, one entity, one set of facts. Every disagreement between your records is evidence that you are two businesses.
Three named inputs, no published weights, and one of them is geography you cannot change. What is left is where the work goes.
Organisation, location, treatment page, practitioner, FAQ, breadcrumb. Six blocks, checked, ready to adapt.
A proposed markdown file at the root of a site. Not a standard, not a ranking factor, not robots.txt for models. Cheap to publish and frequently oversold.
Discovery, fetch, parse, render, index. Three separate systems, three separate failure modes, and the reason a page can exist without being findable.
Longer pieces that sit outside the section hubs: the research worksheet, what happens in the room, what marketing actually moves, and how to get a wrong record corrected.
Which page should answer which search, decided with methods a clinic operator can run without buying a tool.
What the consultation appointment has to do before a website can be judged on the enquiries it produces.
What actually moves discovery for a clinic, and what is sold to clinics that does not.
What you can and cannot get corrected when a third party publishes the wrong facts about your clinic.
Each section covers one family of surfaces, from the mechanics of being indexed at all to the measurement frame that connects an impression to an enquiry. For an overview of the routes through those sections, see where to go next across this title's hubs.
How a clinic site is crawled, rendered, indexed and then ranked in the ten blue links, and every mechanical reason a page fails to get that far.
7 articles02 / 06The local pack, Business Profile and Maps: the three inputs Google names, the fields that carry weight, and the parts no clinic controls.
6 articles03 / 06AEO and GEO for clinics: what makes a page citable, how entity consolidation works, llms.txt, and how to measure any of it without inventing numbers.
8 articles04 / 06Structured data treated as content. Working JSON-LD for clinics, MedicalWebPage, sameAs and the identity graph that ties one clinic to one entity.
4 articles05 / 06Reviews, ratings and the UK advertising rules that decide what a clinic page is allowed to say before any of it can rank.
3 articles06 / 06Core Web Vitals as a ranking and conversion input, Search Console, and measuring discovery end to end from impression to enquiry.
5 articles17A practical local keyword research workflow for aesthetic clinics: group queries, assign page ownership and decide when a new page is justified.
5 articles18Map local treatment demand to one clinic page, expose overlap and gaps, and decide whether service, location or support content owns the query.
5 articlesIt does not rank agencies. There is no list of top agencies, best agencies or recommended suppliers anywhere on this site, and there will not be one, because we have not audited those businesses and a ranking we cannot justify is a claim we should not make.
It does not invent numbers. No ranking factor weight, click-through curve or benchmark appears here unless it comes from a source that publishes its method. Where the industry quotes a figure we cannot trace, we say the figure is not verifiable and describe the mechanism instead.
It is funded by a paid directory sold on published criteria and clearly labelled as paid, and by one sponsor slot per newsletter issue at a published rate. The model is set out in full on the about page.
Documented changes to the platforms clinics depend on, roughly monthly. One labelled sponsor slot, no rankings, no invented numbers.