Transforming a Healthcare Website with Technical & On Page SEO
Technical recovery and on page optimisation across a healthcare website, resolving canonical, redirection, indexing and sitemap problems while rebuilding page structure, content and search readiness.
- Client
- Southern Clinic
- Industry
- Healthcare
- Services
- Technical SEOOn Page SEOContent SEOAI Search SEO
- Indexing, sitemap, canonical and Search Console issues addressed
- Technical recoveryIndexing, sitemap, canonical and Search Console issues addressed
- Key healthcare pages structured around relevant search intent
- On page SEOKey healthcare pages structured around relevant search intent
- FAQs, internal links and answer focused content
- Content architectureFAQs, internal links and answer focused content
- Entity signals structured for AI driven discovery
- AI search readinessEntity signals structured for AI driven discovery
Where they were starting from.
Southern Clinic's website had several technical and SEO issues affecting its search visibility, including canonical and redirection problems, indexing issues, duplicate H1s, sitemap problems and unexpected Japanese pages appearing in Google Search Console. The website also needed stronger content, page structure and healthcare focused search optimisation.
Five decisions that shaped the outcome.
- 01
Technical SEO
Audited redirects, canonical tags, 404 issues, indexing, sitemap and Google Search Console. The old sitemap was removed and a new sitemap was generated and submitted.
- 02
Security & Recovery
Investigated unexpected Japanese pages appearing in Search Console and worked on resolving the website's malware related issue.
- 03
On Page SEO
Optimised titles, meta descriptions, H1, H2 and H3 structure and SEO focused content across key pages including Home, Services, About, Doctors, Fees, FAQ, Contact and Gallery.
- 04
Content & Internal Linking
Reworked content to make it more natural, useful and human focused, while adding FAQs and contextual internal links across the website.
- 05
AI & Search Readiness
Structured content around direct answers, conversational queries, entities, topical relevance, FAQs, structured data, EEAT and consistent business information.
The project established a stronger technical and content foundation for Southern Clinic's organic search growth.
Built with
- Google Search Console
- GA4
- GTM
The numbers, before and after.
Screenshots taken from the tools themselves, not a summary of them. Select any one to see it full size.
115 clicks and 1.24K impressions over seven days, average position 10.
The homepage was not indexed at all, excluded by a noindex tag.
The submitted sitemap index returned a 404.
Two unrelated sitemaps were submitted, reporting 1,001 discovered pages each.
The malware left Japanese spam pages indexed on the clinic own domain.
Performance 74, SEO 92.
Performance 99. LCP 0.6s, TBT 80ms, CLS 0.
Performance 97, up from 74, with SEO and best practices at 100.
Grade A. Performance and structure both 100%, LCP 569ms, CLS 0.
GA4 configured and reporting, with the clinic key pages tracked.
380 clicks and 4.55K impressions over 28 days, from a base of zero.
Assistants return the clinic’s address, phone, email and booking platforms correctly.
Google’s AI answer describes the practice and cites southernclinic.com.au as a source.
Search Engine Optimisation
Search strategies that improve visibility, attract qualified traffic and build long term growth.
Tell us where it hurts.
If any of this sounded familiar, the call is free and the advice is honest, even when the honest advice is that you do not need us.