The short version
Read this if you read nothing else
Northlight 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.
Fill the two newest clinicians' books with self-referred clients instead of relying on GP referral flow.
Priority keywords
Search demand and where the site currently sits
| Keyword | Monthly searches | Competition | Current position |
|---|---|---|---|
| psychologist melbourne | 2,900 | Hard | Not ranking |
| anxiety psychologist melbourne | 720 | Medium | Page 3 |
| adhd assessment melbourne | 1,600 | Medium | Page 4 |
| bulk billing psychologist melbourne | 880 | Medium | Not ranking |
| psychologist fitzroy | 210 | Easy | Position 6 |
| telehealth psychologist australia | 590 | Medium | Not ranking |
Who is winning these searches
Direct competitors in Melbourne
| Competitor | What they are doing well |
|---|---|
| mindwellclinic.com.au | Strong service page depth, 40+ blog posts |
| theinnernorthpsych.com.au | Ranks page 1 locally, thin content but strong reviews |
| calmpathpsychology.com.au | Aggressive location page strategy across 9 suburbs |
Technical health
What is working against the site
| Check | Status | Detail |
|---|---|---|
| Page speed (mobile) | 41/100 | Unoptimised hero images on every page |
| Indexed pages | 18 | Nine clinician bios blocked by noindex |
| Schema markup | Missing | No LocalBusiness, no MedicalClinic, no FAQ |
| Google Business Profile | Claimed | Verified, 62 reviews, categories need tightening |
Fix these first
Highest impact, least effort
- Unblock the clinician bio pages and give each one a service-linked intro
- Rewrite the ADHD assessment page around the questions people actually search
- Add MedicalClinic and FAQ schema across the six service pages
The full sequence is in the 3-month strategy.