SEO audit example for a medical practice · Invented practice, real format
See the audit before you ask for one.
This SEO audit example for a medical practice is the four-report format Ark Visibility sends, run on the invented Example Family Direct Care of Anytown. A useful practice audit covers four things: where patients do and don't find you in live results, every public record with a wrong name, address or phone, your Google Business Profile field by field, and what your site's code tells search engines. Each finding says what was found, why it matters, how to fix it.
Example Family Direct Care of Anytown does not exist. Every name, address, phone number, ranking and score on this page is invented to show the format. No real practice's findings appear here, and none ever will without that practice's written permission.
Report 1: the Start Here summary
Written to be read before a first conversation, or instead of one. It carries the whole argument: who we are, the honest summary, what we'd do in order, and what each step would cost.
Four reports, no charge, and one thing to fix first.
The honest summary
Your practice is in better shape than most. Your reviews are strong and recent, your Google listing is properly set up, and you already rank at or near the top for direct primary care searches in Anytown. The problem isn't quality. It's consistency. Your name, address and phone number disagree with each other in several places on the internet, and the things you do best aren't described in the places search engines look. Both are fixable, and neither requires a new website.
We measured everything that is public. Your website's code, your Google listing, twelve live Anytown searches, your competitors' profiles, and the doctor directories that carry your name. We did not guess at anything behind a login. Where that data would have changed a conclusion, we said so instead of filling the gap.
What we'd do, in order
Why it's built this way: a busy owner should be able to stop after this report and still know what to do on Monday.
Report 2: the visibility report
Live results, measured from your city on a stated date, for the searches a patient actually types. Then every public record that gets your details wrong, each checked by hand.
You win the searches you already own. You're invisible in the rest.
| What a patient searches | Where you appear | Who holds it instead |
|---|---|---|
| direct primary care Anytown | #1, plus #2 in the map | Practice A |
| DPC doctor Anytown | #2 | Practice A |
| membership doctor Anytown | #3, cited in Google's AI answer | Practice B |
| family doctor Anytown | Paid ad only | Two hospital-owned groups |
| doctor accepting new patients Anytown | Nowhere | Practice B, Practice C |
| doctor without insurance Anytown | Nowhere | An urgent care chain |
| primary care near downtown Anytown | Paid ad only | Practice C |
Read it this way. The first three rows are searches by people who already know what direct primary care is. You own them, and they are small. The rows marked in red are the larger, colder audience: people who want exactly what you offer but have never heard the term. That is where the growth is, and where you are absent.
What is wrong right now
Your website's code lists a different address and phone
The homepage carries a hidden block of business details reading 100 Placeholder Avenue and (555) 010-0177. Search engines read this as your own statement of who and where you are.
A national doctor directory still lists your previous employer
The profile shows the group practice you left, with its address and phone. That is the kind of page an AI assistant reads when someone asks it for a family doctor in Anytown.
Small conflicts that add up
Google says you close at 5:00 on Thursday; your website says 6:00. One directory still lists Saturday hours you dropped last year.
Why it's built this way: the table tells you which patients you're missing, not just which keywords. In your own report, every row is a real search on a stated date, and the report says how each number was measured. Unfamiliar term? See how practices get found on Google and AI.
Related: local SEO for doctors.
Report 3 of 4
Report 3: the Google Business Profile review
Reviewed against what Google itself says about local results. Then the exact words to put in each blank field, written out ready to paste. Everything in this report you can do yourself, free, in an afternoon.
Your Google listing is doing most of its job. Here's the rest.
Profile score across eight areas
Services you offer every day that no category or service entry describes
31 reviews, newest three weeks old. Your best asset.
The scorecard
Audited metric & ratingYour categories
| Category | Do this | Why |
|---|---|---|
| Family practice physician | Keep as primary | Correct and specific. The primary category does most of the work. |
| Doctor | Keep | Already set. |
| Medical clinic | Add | Accurately describes the practice, and is used by the two practices ahead of you on general searches. |
| Walk-in clinic | Leave alone | You are appointment-only. A category that isn't true invites edits and complaints. |
Example Family Direct Care is a membership-based primary care practice in Anytown. We care for adults and children. We do not bill insurance. Patients pay a simple monthly membership that covers office visits, same-day sick visits and direct access to their doctor, with unhurried appointments.
Why it's built this way: a score alone is useless. Every low grade comes with the words that raise it, so the report is worth having even if you never speak to us.
Related: Google Business Profile setup.
Related: grade your own listing.
Report 4 of 4
Report 4: the technical report from a full site crawl
Built from a full crawl of your site. Every page's hidden structured data read in the raw code, and a four-week checklist marked by what you can do yourself and what goes faster with help.
Accurate, and no use to a practice owner. Illustrative example; the full export runs to twenty-odd pages of this.
Same crawl. What we found, why it matters, how to fix it, and what to leave alone.
Finding 1 — Your membership page is an orphan
The page that explains and sells your membership has no internal links pointing to it. Nine blog posts are in the same position.
Links between your own pages are how crawlers judge which pages matter. To Google this looks like one of your least important pages.
Link to it from the homepage, the services page, the FAQ and every related article, using descriptive link text rather than “learn more.”
Four weeks to a clean foundation
Prioritized action orderSay the right thing
Correct the business details in the code of 5 pages
Clear the dead ends
Merge and redirect the duplicate pages
Win the click
One clear main heading on each of 9 pages
Connect it all
Link the orphan pages; describe 18 images
Why it's built this way: the DIY and Web-help tags are honest about which jobs need us and which don't. Most don't.
Related: medical practice website design.
Related: three schema mistakes.
Holds for every report we send
The rules every report follows
Every number says where it came from. Tool, date and location, on a methods page you can reproduce.
What we couldn't see, we say. The first audit is from the outside only. We mark the gaps instead of filling them.
The do-it-yourself path is always shown. If you can fix it free in an afternoon, the report tells you how.
Decisions that are yours stay yours. Whether to adopt a label like 'direct primary care' is laid out, never assumed.
No position is ever promised. Nothing in any report is a guarantee of a search ranking.
The reports are yours to keep. Act on them with us, with another web partner, or on your own.
Now get the real one, about yours.
Same four reports, built from live searches in your city and a full crawl of your site, within two business days.
Related: Audit fix-up.
No card · No logins · No call · Yours to keep