Client name withheld under NDA.
Physiotherapy is a local, need-it-soon search in Singapore. People with back pain or a sports injury search physiotherapy singapore, about 4,400 searches a month, or simply physio near me, and most choose from the map results. Hospitals, clinic chains and booking platforms take much of the first page, and allied health advertising guidelines limit the claims a clinic can make, so clear, factual information has to do the work.
This independent clinic had three physiotherapists in east Singapore, good clinical outcomes and a steady flow of doctor referrals. Online it was nearly invisible. Its Google Business Profile listed only a general medical category, the website had one page covering every treatment, and it ranked on Page 1 for just 4 keywords. Google brought in about 11 appointment requests a month.
We corrected the profile categories to physiotherapist and sports massage, listed each service, added photos of the treatment rooms and a booking link, and set up call tracking.
Most local health searches are decided in the map results. A profile in the wrong category simply does not show for the searches that matter. Call tracking also showed that most bookings came by phone, so the profile's call button became the main call to action.
We built separate pages for back and neck pain, sports injuries, post-surgery rehabilitation and sports massage, each explaining the assessment and what a session involves. A physiotherapist at the clinic reviewed every page.
Patients search for their problem, not the profession. Factual pages about each condition matched those searches and stayed within the advertising guidelines. Each page ended with a clear next step, so a reader could book an assessment without hunting for contact details.
We sped up the mobile site, added clinic schema, made the name, address and phone number consistent across health and local directories, and added practical details such as the nearest MRT and parking.
Google needs consistent information to trust a local business, and patients need to know how to get there. Practical details like parking and MRT access also answered the questions the front desk was asked most often.
We set up a review request sent by SMS after the final session of a treatment plan, and the clinic replied to every review without discussing treatment details.
Patients compare ratings before booking, and reviews feed local rankings. Asking at the end of a treatment plan caught people at the point they felt the difference. Replies to reviews also showed future patients that the clinic was attentive and professional.
We added pages for the neighbourhoods the clinic serves, updated pages sitting on Page 2 and reported monthly on rankings, calls and appointment requests.
Small improvements to pages already close to Page 1 brought the fastest gains in the final months. Monthly reports let the physiotherapists see which conditions drew the most interest, which shaped the next pages.
Six months in, the clinic appeared in the top three map results for physiotherapy searches around its location. Organic visitors grew 171%, 26 keywords reached Page 1 and Google brought in 32 appointment requests a month instead of 11. Calls from the profile more than doubled, and reviews grew from 31 to 88. The doctor referrals continued as before, so Google became an added source of new patients rather than a replacement. The clinic also used the condition pages as follow-up reading for patients after their first session.
Profile corrected, tracking live and the first condition pages published.
The clinic entered the top three map results for core searches, and appointment requests reached around 20 a month.
26 keywords on Page 1 and 32 appointment requests a month.
Someone with a sore back searches for back pain help, not for a physiotherapist. Pages for each common condition met people where their search started.
A general medical category kept the clinic out of physiotherapy searches entirely. Fixing the category was the single fastest change in the whole project.
That is when patients feel the difference and are happiest to share it. Asking every patient at that point grew reviews steadily without any incentives.
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