Why Multi‑Disciplinary Clinics Face Unique SEO Challenges
If you run a multi‑disciplinary clinic in Australia, you likely offer services across different healthcare fields—like physiotherapy, psychology, podiatry, and general practice. Each of these areas has its own keywords, search intent, and patient expectations. Without a proper strategy, your pages can compete with each other for search rankings, leading to keyword cannibalisation, poor visibility, and reduced conversions.
The Risks of Keyword Cannibalisation
Keyword cannibalisation happens when several pages target the same or similar terms. This confuses search engines about which page to rank. For clinics with multiple services, this often means different pages fighting over broad terms like “back pain treatment” or “sports injury help.” As a result, your site may drop in rankings or show the wrong page in search results.
Structure Your Site for Semantic Clarity
To prevent confusion and help Google understand your website, you need to organise your content with clear topical groups. Each service should have its own dedicated section with supporting pages that cover common patient queries, symptoms, conditions, and treatments.
For example:
- Physiotherapy: Have pages for sports injuries, post‑surgical rehab, and mobility issues.
- Podiatry: Include pages for heel pain, orthotics, and diabetes foot care.
- Psychology: Add topics like anxiety therapy, relationship counselling, and ADHD assessments.
This approach builds topical authority and helps each area rank for the right intent.
How to Use Landing Pages Without Hurting Your SEO
If you use landing pages for Google Ads or Meta Ads, make sure they don’t compete with your organic pages. Use noindex tags on ad landing pages when necessary, and avoid duplicating content. Landing pages should support the paid strategy, while your SEO content should serve long-term organic visibility.
Entity-Based Optimisation for Each Service
Google understands concepts better when you connect services to known entities. Make sure each page mentions key related terms, such as:
- Podiatry: Plantar fasciitis, gait analysis, flat feet
- Physiotherapy: Manual therapy, dry needling, injury rehab
- Psychology: Cognitive behavioural therapy, trauma support, mindfulness
Use schema markup to define each department, practitioner, and location. This helps search engines show accurate information on search results and Google Maps.
Internal Linking That Supports Patient Journeys
Smart internal linking can improve user experience and SEO performance. Link related services where relevant. For example, link a physiotherapy page on back pain to a podiatry page discussing posture. This encourages longer site visits and helps Google connect content clusters.
Use anchor text that clearly describes the page it links to. Avoid generic terms like “click here.”
Consistent NAP and GBP Management for Each Department
If each department operates semi-independently or under different practitioner names, keep NAP (Name, Address, Phone) consistent. You can either use one Google Business Profile for the clinic or create department-level listings if they meet eligibility.
Post regular content updates on your Google Business Profile, using categories and service descriptions that match each department.
Regularly Audit for Content Overlap and Technical Gaps
Every quarter, check your pages for overlap. Use tools like Google Search Console and Screaming Frog to identify:
- Pages competing for the same keywords
- Thin or outdated pages
- Pages with low engagement or click-through rates
Prune or merge similar content where needed. Refresh old content with updated information, schema, and internal links.
Tracking What Matters: KPIs for Multi‑Disciplinary SEO
Track keyword rankings, conversions, phone calls, and appointment bookings per service line. Set up goal tracking in GA4 for each key action. Use heatmaps or session recordings to understand how patients move through your site.
This helps you see what’s working and where users drop off.
Work With Experts Who Understand Multi‑Clinic SEO
At Pracxcel, we work with Australian clinics across multiple fields. We help you avoid SEO cannibalisation and build a clear, scalable content structure that supports growth.
If you’re running paid campaigns too, we align your SEO and ads strategy so they work together instead of competing.
