The Partner
Queenstown Medical Centre (QMC) is a trusted healthcare provider in Queenstown, New Zealand, offering GP consultations, urgent care, and specialist medical services. With multiple locations serving a diverse population, QMC sought a stronger local SEO presence to ensure patients could easily find relevant location-specific information.
Data Story Services
Search Engine Optimisation
Website Development
Quick wins
Increase in organic traffic to QMC’s website from local queries
Increase in click-through rate increased on location-specific Google Business listings
Increase YoY for organic search for location-specific pages
The Challenge
QMC’s website previously lacked dedicated location pages, meaning all local search traffic was directed to the homepage or contact pages. This created several opportunities for improvement:
Lower local search rankings – Without dedicated pages, Google struggled to associate QMC’s locations with relevant searches.
Reduced visibility in Google Business Profiles (GBP) – Listings pointed to the homepage instead of location-specific content.
User experience – It was harder for clients to find location details, opening hours, and service availability.
The strategy
We hypothesised that dedicated location pages with helpful content would improve QMC’s local search visibility by aligning with Google’s best practices for local SEO.
What we did:
Created Optimised Location Pages
- Designed individual pages for each QMC location (Queenstown, Remarkables Park, Arrowtown and Jacks Point).
- Included essential local SEO elements on the location pages:
- NAP (Name, Address, Phone Number) for consistency.
- Opening hours, services offered, and patient enrolment info.
- A link to the Google Business Listing to provide driving directions.
- Information about how each location connects within the wider QMC network to guide patients to the services at each location and the wider QMC services.
Enhanced Google Business Profile Listings
- We updated each GBP listing to link directly to the relevant location page instead of the homepage (except for the main QMC centre, which links to the homepage).
- Ensured GBP information matched the website to improve credibility and ranking signals.
Added Structured Data & On-Page SEO Enhancements
- Implemented LocalBusiness schema markup to improve search engine understanding.
- Optimised page titles, meta descriptions, and headings with location-specific keywords.
- Included FAQs addressing common patient queries to increase engagement and featured snippet potential.
Created Optimised Location Pages
- Designed individual pages for each QMC location (Queenstown, Remarkables Park, Arrowtown and Jacks Point).
- Included essential local SEO elements on the location pages:
- NAP (Name, Address, Phone Number) for consistency.
- Opening hours, services offered, and patient enrolment info.
- A link to the Google Business Listing to provide driving directions.
- Information about how each location connects within the wider QMC network to guide patients to the services at each location and the wider QMC services.
Enhanced Google Business Profile Listings
- We updated each GBP listing to link directly to the relevant location page instead of the homepage (except for the main QMC centre, which links to the homepage).
- Ensured GBP information matched the website to improve credibility and ranking signals.
Added Structured Data & On-Page SEO Enhancements
- Implemented LocalBusiness schema markup to improve search engine understanding.
- Optimised page titles, meta descriptions, and headings with location-specific keywords.
- Included FAQs addressing common patient queries to increase engagement and featured snippet potential.
The results
By implementing dedicated location pages and optimising QMC’s local SEO strategy, we achieved significant improvements in organic performance and local search rankings.
Improved Local Search Rankings
- Average position for organic search has improved by 15-60% YoY for location-specific pages.
Higher Organic Traffic
- +32% increase in organic traffic to location-specific pages
- +119% increase in organic traffic to QMC’s website from local queries.
- Google Business Profile click-through rate increased on location-specific Google Business listings by 36% after updating links to location pages.
We had no idea how much of a difference local pages could make! Since launching our new location pages, we've seen a huge boost in online visibility, and patients are finding the right clinic faster. The results have been awesome!
Key Takeaways
Dedicated Location Pages Drive Better Local SEO Performance
Instead of relying on a single homepage, location-specific content improves search rankings and user experience, leading to more engaged visitors and improved organic performance.
Optimising Google Business Profiles with the Right URLs Matters Linking GBP listings to location pages instead of the homepage increases relevance, improves rankings, and drives more qualified traffic.
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