Case Study›Queenstown Medical Centre

Queenstown Medical Centre

How Location-Specific Pages Transformed QMC’s Local SEO Performance

June 2025

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 OptimisationWebsite Development

+119%

Increase in organic traffic to QMC's website from local queries

36%

Increase in click-through rate on location-specific Google Business listings

15-60%

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

Listings pointed to the homepage instead of location-specific content, reducing relevance signals.

Poor user experience

It was harder for clients to find location details, opening hours, and service availability.

Our Approach

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.

Created Optimised Location Pages

Designed individual pages for each QMC location (Queenstown, Remarkables Park, and Jacks Point). Included essential local SEO elements: 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, and 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

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.

Average position for organic search has improved by 15–60% YoY for location-specific pages. There was a +32% increase in organic traffic to location-specific pages and a +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.

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.

"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!"

Rosa Meekums, Manager

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