The local pack
Three named inputs, no published weights, and one of them is geography you cannot change. What is left is where the work goes.
02 / 06Profile fields
Name, category, services, hours, attributes, description, photos, posts, questions. Nine fields, three that matter disproportionately.
03 / 06Categories and services
The primary category is the closest thing to a switch in local search. Most clinics set it once, badly, and never look again.
04 / 06Location pages
One page per address, filled with what is genuinely local. Everything else belongs on the treatment page, linked.
05 / 06Citations and NAP
One string, everywhere, character for character. The least interesting task in local search and the one that quietly decides whether you are one entity or three.
06 / 06Control in Maps
Your pin, your hours, your photos. Their photos, their questions, their edits. A shared surface with two sets of authors.
This article contains no affiliate links, no sponsored placements and no links to any agency, supplier, clinic or commercial brand. Nobody paid for it, nobody previewed it and no directory advertiser had sight of it. This publication does not rank or recommend agencies anywhere on the site.
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.