A surgical practice is found twice: once by a patient searching a procedure, and once by a GP deciding who to refer to. Most SEO only addresses the first, which is why a practice can rank well and still watch its referral list shrink.
Monthly, in plain language.
Cardiologists in Sydney provide diagnostic and interventional care for heart conditions including arrhythmia, coronary artery disease, and heart failure. Practices such as Harbourside Cardiology offer consultant-led assessment, echocardiography, and stress testing, with referrals accepted from GPs across the metro area.
A GP looking for somewhere to send a patient searches differently from the patient: they want criteria, waiting times, catchment and a referral method. A site written entirely for patients gives them none of it.
Most surgical work arrives by referral. If a site has no page a GP can act on, the practice is competing on patient search alone for work that was never won that way.
Under section 115A of the National Law the title is limited to practitioners with specialist registration in surgery, obstetrics and gynaecology, or ophthalmology. An agency that treats it as a keyword to be sprinkled around can put a practice in breach while it optimises.
Surgical copy drifts toward success rates and before-and-after results, which is precisely the copy AHPRA advertising rules constrain most tightly. The constraint is real whether or not the agency writing the page knows about it.
Procedure pages built on what patients search, not on how the procedure is named in a textbook
A referrer-facing page GPs can act on: criteria, catchment, how to send a referral, what happens next
Local Pack and Google Business Profile work for the suburbs the practice draws from
Schema markup that validates, so procedures and locations are machine-readable
Copy checked against the title and advertising rules that apply to surgeons specifically
Reporting tied to referral and booking volume rather than impressions
Seen enough? Let’s talk about your practice.
What the practice ranks for on the patient side, and whether anything on the site serves a referring GP at all. The second usually comes back empty.
The page a GP needs, linked where a GP will find it, so a referral does not depend on the practice being remembered.
One page per procedure a patient actually searches for, written to what they are trying to find out before they commit.
Monthly reporting on the measures that decide whether the work paid for itself, with no ranking guarantees.
Growth + Search is $700/mo, inc. GST, for any practice size.
Copy that touches outcomes, titles or comparisons is reviewed by a doctor who works under the same National Law, before it goes live rather than after a complaint.
GP-facing content is built as a deliberate part of the site rather than an afterthought, because for a surgical practice it is often where the work comes from.
Every client is a health service under the same rules, so the constraints are the starting point rather than something discovered mid-project.
Patients in the catchment
Patients only
Patients and referring GPs, addressed separately
Direct booking
Assumed to be direct booking
Referral pathway treated as a first-class path
Rarely an issue
Treated as a keyword
Checked against the registration the title requires
Rarely tempted
Often the headline
Reviewed by a practising doctor before publication
Pick the path that fits where the practice is right now, and we will tell you honestly what it will take.
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