Schema markup: what to ask your website supplier
Understand structured data, check what a supplier is proposing and avoid paying for promises of rankings, FAQ listings or AI citations.
The Kay & Co. resource library
Marketing & search resources · page 7
Help people discover your healthcare organisation. Explore SEO, content and measurement guides that connect marketing to useful enquiries.
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Showing 145–168 of 184 resources, ordered by title.
SEO for doctors: make your practice easy to understand
A practical guide to service, practitioner and location pages that help prospective patients make an informed enquiry.
SEO or GEO: where should your healthcare practice start?
Understand the overlap between SEO and AI search work, avoid paying twice for the same tasks and choose the next step around your practice's real problem.
Separate channel relabelling from genuine campaign growth
A reporting rule moves existing activity into a new channel group and the dashboard presents the increase as new demand.
Separate people finding your name from people discovering your services
Most reported clicks come from people already searching for the practice name. The total obscures discovery by unfamiliar visitors.
Show the real counts behind dramatic percentage changes
A dashboard highlights a large percentage movement based on very few observed enquiries, encouraging an immediate website change.
Stop retired categories returning after website updates
The content team retires a category, but a generator recreates its link at the next build. Manual cleanup never sticks.
Support marketing claims with evidence you actually have
A draft promises exceptional results because no approved evidence pack was supplied. The team has process documents but no substantiated outcome figures. A…
Technical SEO: which website problems need attention?
A plain-English way to prioritise technical SEO work, ask for evidence and connect website fixes to the tasks patients need to complete.
Test the short link people will actually receive
A short-link service opens the correct page but drops part of the labels needed for the campaign report. Validate the distributed link as an entire route.…
Treat a missing search-query row as missing evidence
A manager treats a missing query row as proof that nobody searched it. Reporting visibility can be incomplete.
Treat campaign links as visits to the same guide
The same guide opens with several campaign parameters, and reporting treats them as separate landing pages. The useful content has not actually changed.
Understand whether extra search visibility reaches useful audiences
The site appears for more searches, but those extra appearances may concern questions outside the practice's useful audience.
Understand why an intermediate provider receives campaign credit
Visitors return from an intermediate provider and the acquisition report credits that provider rather than the original arrival.
Update aesthetic service facts everywhere they appear
A service page, downloadable leaflet and social profile list different appointment details. Updating one asset has left the others out of date. Service…
Update every public address reference when a clinic moves
A clinic moves premises, but old directions remain in downloadable documents, location pages and scheduled messages. A relocation affects saved directions,…
Update the sitemap signpost when its location changes
The site generates a new sitemap path, while the public robots file still points to the old one. The public robots file acts as a pointer to the sitemap…
Update the website link on your public practice listing
A public practice listing retains the previous supplier's domain, although staff use the current website every day.
Update website links when a directory moves
The new directory works, but guide sidebars and service pages still point to its old address. Visitors take unnecessary detours on every visit.
Use consistent campaign names in reports
The same campaign appears under three names because links were tagged differently. Paid and organic traffic are mixed in a spreadsheet summary. Inconsistent…
Use consistent campaign names that staff can reproduce
Different staff use inconsistent capitalisation and separators for the same campaign labels. Adopt a controlled naming convention based on the reporting…
Use early launch enquiries to find missing information
The team reports a successful launch based on page views, while the first enquiries repeatedly ask a question missing from the page. The first enquiries…
Use fair reporting periods before describing growth
One comparison window includes more operating days than the other. The apparent growth may reflect the reporting setup.
Use honest modification dates in the search inventory
Routine navigation updates make every sitemap entry appear freshly modified. The metadata no longer reflects meaningful page changes.