Crawl, render, index
Discovery, fetch, parse, render, index. Three separate systems, three separate failure modes, and the reason a page can exist without being findable.
02 / 07Anatomy of a clinic SERP
A results page for a treatment query is assembled from six or seven independent surfaces. Ranking number three means nothing until you say number three of what.
03 / 07Indexing problems
Discovered but not crawled, crawled but not indexed, duplicate without canonical, soft 404. Four statuses, four different problems, four different fixes.
04 / 07Treatment page intent
One page, one question, answered near the top. The structural test that separates a treatment page that earns impressions from one that only contains a keyword.
05 / 07Internal linking
The link graph is one of the few ranking inputs entirely inside your control, and on most clinic sites it is whatever the theme produced.
06 / 07JavaScript and rendering
Rendering is a second pass with an unbounded queue, and most crawlers never make it. The fix is a decision about where content lives, not a plugin.
07 / 07Multi-location duplication
Six treatments across four sites is twenty-four pages that differ by two words. The matrix is the most reliable way to build a site the index will not store.
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Nothing here is medical or legal advice. Regulatory material summarises published guidance. Read the source before relying on it. Our full position is in the editorial standards.
Briefings when the surfaces change
Documented changes only, roughly monthly. No rankings and no numbers we cannot source.