The short version
Read this if you read nothing else
Baseline has the foundations of a site that can rank, but the pages that should be doing the selling are either missing, thin, or invisible to Google. The competitors winning these searches are not better businesses. They have simply published the pages that answer what buyers type in.
Get both locations ranking independently instead of the Norwood clinic cannibalising Prospect.
Priority keywords
Search demand and where the site currently sits
| Keyword | Monthly searches | Competition | Current position |
|---|---|---|---|
| osteopath adelaide | 1,600 | Medium | Page 2 |
| osteopath norwood | 260 | Easy | Position 4 |
| osteopath prospect sa | 140 | Easy | Not ranking |
| sports injury clinic adelaide | 480 | Medium | Page 3 |
| lower back pain treatment adelaide | 720 | Medium | Not ranking |
| osteopath vs physio | 2,900 | Medium | Not ranking |
Who is winning these searches
Direct competitors in Adelaide
| Competitor | What they are doing well |
|---|---|
| adelaideosteohealth.com.au | Twelve condition pages, each ranking top five |
| norwoodbodyclinic.com.au | Same street, stronger local pack presence |
| statespineandsport.com.au | Content-led, publishing weekly |
Technical health
What is working against the site
| Check | Status | Detail |
|---|---|---|
| Page speed (mobile) | 58/100 | Acceptable, room to improve on booking pages |
| Indexed pages | 23 | Both locations share one contact page |
| Schema markup | Missing | No LocalBusiness for either clinic |
| Google Business Profile | Two listings | Prospect listing unverified and unlinked |
Fix these first
Highest impact, least effort
- Split the contact page into two real location pages with their own schema
- Verify the Prospect Google Business Profile and link it to its own page
- Publish the osteopath vs physio explainer, which is the biggest untapped search in the set
The full sequence is in the 3-month strategy.