Lighthouse Snapshot — Homepage (Desktop)

LCP 3,811 ms (target <2,500) · FCP 2,372 ms · TBT 43 ms ✓ · CLS 0 ✓ · Server response 542 ms ✓ · Total page weight 8.02 MB · unused-CSS saving flagged (290) · Structured data could not be verified with the tooling available; confirm in Google's Rich Results Test.

Sixty-four reviews, five listed specialists and three years of GP symposia were all bought and paid for. They are currently filed under three different businesses, one of which shows three stars.

— Audit thesis

Per-Query Results

Lighthouse — Homepage (Desktop)

The fixes that matter

1. Deploy JSON-LD structured data site-wide. The audit tooling could not confirm any JSON-LD on the four pages tested. Verify this in Google's Rich Results Test first, because if it is genuinely absent it is the highest-leverage technical fix available for a medical practice: it costs AI Overview citation eligibility, local-pack relevance, review stars in the SERP, and sitelink quality all at once. Deploy MedicalClinic with address, geo and openingHoursSpecification on each location page, Physician on each of the five specialist profiles, FAQPage on the treatment and condition pages, and BreadcrumbList site-wide. Rank Math Pro or Yoast Local SEO handles all four in an afternoon. Verify in Google's Rich Results Test afterwards.
2. Cut the homepage from nine H1 tags to one. The homepage currently serves nine: "EVIDENCE-BASED CARE FOR", "EVERY WOMAN, AT EVERY STAGE", "A dedicated team of Gynaecologists. clinics located at Kedron and North Lakes.", "OUR", "PHILOSOPHY.", "MEET OUR SPECIALISTS", "OUR LATEST ARTICLES", "IN LOVING MEMORY" and "OUR LOCATIONS". Splitting "OUR PHILOSOPHY" across two H1s means the page's strongest heading signal is the word "OUR". Replace all nine with one: "Gynaecologists in Brisbane. Kedron, North Lakes & Caboolture", and demote the rest to H2. The theme's heading settings control this; no code required.
3. Replace the Kedron map: it currently pins a different business. The map iframe on /locations/kedron/ resolves to feature ID 0x6b91596a8403ad09:0x144907a2029799d5, which Google names Her Wellness Clinic. Her Wellness Clinic also appears in Listing A's "people also search for" block, so Google is already associating the two entities. Rebuild the embed from Northside's own place ID, ChIJ6783zRZYkWsRk-kUEfChQ30. Ten minutes, and it removes a signal actively pointing Google at someone else.
4. Get the homepage under 2 MB: it currently ships 8.02 MB. Total byte weight is 8,021,565 bytes, roughly five times a reasonable ceiling, which puts LCP at 3,811 ms against a 2,500 ms target and FCP at 2,372 ms. Blocking time is a clean 43 ms and CLS is zero, so this is a payload problem rather than a JavaScript problem, the fix is payload, not refactoring. Run a resource-level audit to confirm where the 8 MB sits before speccing the work; on a WordPress site serving full-size PNGs from /wp-content/uploads/ the usual answer is images. Then convert to WebP, lazy-load everything below the fold, and act on the unused-CSS saving Lighthouse flagged.
5. Fix the locale, the title lengths and the copyright year. og:locale is en_US on all four pages audited, on an Australian practice serving Australian patients, a single-setting change. The homepage title runs 84 characters and the meta description says "two convenient locations" while the practice consults at three; rewrite it to name Kedron, North Lakes and Caboolture. Both location page titles tested run 67 characters and one names the wrong second city. The homepage footer reads "Copyright © 2019" on a homepage last modified 29 June 2026, which is the first thing a cautious patient notices and the cheapest trust signal on the list.

On-Page Issues by Page

Two suburbs Google is already asking for

Google's related searches on the North Lakes query returned "Gynaecologist Redcliffe", and Redcliffe sits between North Lakes and Caboolture on the same corridor. Chermside rests on a different argument: the Kedron page's own driving directions use Westfield Chermside as the landmark, which is the practice telling patients where its catchment actually is. Redcliffe is evidenced by Google; Chermside by Northside's own copy.

Build /gynaecologist-chermside/ and /gynaecologist-redcliffe/ on the same template as the expanded Kedron page, each naming the specialists who consult nearest, the hospital they operate at, and the travel detail from that suburb. Do this in Days 46–90, after the entity work, a new page attached to a fragmented entity showing 3.0 stars will not rank, and building it earlier wastes it.

Other listings to claim and audit

• Healthdirect: one Northside profile, publishing 1300 780 138 rather than the practice's local number, plus two suburb directory pages that rank without naming Northside at all (the Kedron one lists Dr Rebecca Ryder). Government health directories carry unusual trust weight in Australian medical SERPs, and these hold organic #3 and #7 on "gynaecologist kedron". Correct the phone on the Northside profile and claim the suburb listings.
• HealthShare: Dr Archna Saraswat's profile ranks #5 for "gynaecologist kedron" and the North Lakes directory page ranks #3, above Northside's own homepage at #4. Claim both practitioner profiles, complete the fee and availability fields, and correct the phone.
• My Community Directory: ranks #6 for "gynaecologist kedron" carrying the claim "Brisbane's only all-female gynaecology centre", while /locations/north-lakes/ is titled "All Female Team". Confirm this still describes the current team and correct the directory if it does not.
• Ramsay Health Care: Dr Archna Saraswat's specialist profile ranks #4 for "gynaecologist kedron", one of four third-party pages sitting between Northside's homepage at #1 and anything else the practice owns. Ask Ramsay to link the profile to /about/dr-archna-saraswat/. A hospital-group link is the highest-authority link available to this practice.
• Healthengine: Dr Gabriel James holds a booking link inside the Brisbane 3-pack, which means patients book him without visiting a website. Northside has no booking integration on any listing. This is the single highest-conversion gap in the audit.
• r/brisbane: two threads with 40 and 30 replies asking for endometriosis gynaecologist recommendations, both surfacing in Google's Discussions & Forums block. Northside is not named in either.

Brisbane: "gynaecologist brisbane" · 1,300/month on the plural variants

North Lakes: "gynaecologist north lakes"

Brisbane: "endometriosis specialist brisbane" · 170/month, LOW competition, $1.23 CPC (last reported month: October 2024)

Capability matrix

Striking Distance — positions 11–20

Eighty-seven of Northside's 561 ranking keywords sit in positions 11 to 20, visible to Google, invisible to patients. The recommendation column below is written as an instruction rather than an observation, because "ranks at 14" is not something anyone can action on Monday.

Two rows matter more than the other six. "Brisbane gynaecologists" and "gynaecologists brisbane" are 1,300 searches a month each and both are currently pointed at the homepage, a page whose strongest H1 is the word "OUR". They need a purpose-built page, and it is the single highest-value build in this document.

Volume opportunities — currently not ranking

The commercial read, with a caveat on its age: in October 2024, the last month DataForSEO reports any figure for it, "endometriosis specialist brisbane" carried 170 searches, a $1.23 average CPC, a top-of-page bid range of $0.85 to $3.28, and a competition level of LOW. Advertisers were bidding up to $3.28 a click for a term Northside could rank for organically with one rewritten page, and the practice has already published Endometriosis Awareness Month content. Low competition plus real commercial intent plus content that already exists is the definition of a term left on the table. Re-pull the volume before committing budget, since no figure has been reported for 21 months.

SERP feature presence in target markets

The AI Overview gap

This is not a future problem. On "endometriosis specialist brisbane" an AI Overview occupies position one, above every organic result. Across the four queries tested, fourteen of sixteen People Also Ask items resolve to an AI-generated answer rather than to a cited page, on "gynaecologist north lakes" and "endometriosis specialist brisbane" it is four out of four. Google is answering these questions itself, and the only way onto that surface is to be the source it quotes.

The recurring hooks are consistent and specific: "Can I see a gynecologist without a referral in Australia?", "How much does it cost to see a gynaecologist in Australia?", "Are gynaecologists covered by Medicare?", "Do I need a GP referral to see a gynaecologist?" and "Who is the best gynecologist in Brisbane?". Note that four of the five are about cost and access, not clinical care. No Brisbane competitor answers them properly.

A direct test is instructive. Asked to recommend gynaecologists on Brisbane's northside for endometriosis and menopause, ChatGPT with web access did name Northside Gynaecology first, and rendered it as "Closed · Women's health clinic · 3.0 (64 reviews)", linking to the non-www URL that redirects. It also listed Dr Caroline Wewengkang separately as "5.0 (1 reviews)", citing /our-specialists/dr-caroline-wewengkang/. The AI layer is reproducing the fragmented entity and publishing the 3.0 rating inside the recommendation. Sage Gynaecology, which the model also surfaced, was described as covering "North Lakes, Caboolture, and Redcliffe", the same corridor, framed as one coherent business.

• Publish a fees and Medicare page answering the cost question with real figures: consult fee, rebate, out-of-pocket, and what a procedure costs. It is the most-asked question on every SERP tested and the least-answered in this market.
• Mark up FAQPage schema using the five hook questions verbatim, on the pages where each belongs, referral and Medicare questions on the fees page, the clinical ones on the relevant condition page. Verbatim matching is what earns the citation.
• Add a Physician entity with sameAs for each of the listed specialists, pointing at RANZCOG, Ramsay Health Care and HealthShare. Models cite entities they can corroborate across independent sources, and Ramsay already hosts Dr Saraswat's profile at #4 for "gynaecologist kedron".
• Get Listing A's rating above 4.0 before doing any of the above. The AI layer quotes the rating alongside the recommendation, so a citation won at 3.0 argues against the practice at the moment of choice.

Reddit: Brisbane patients are asking each other for exactly what Northside sells

Google's Discussions & Forums block on "endometriosis specialist brisbane" sits at position five, above five organic results, and surfaces three threads: "Best gynaecologists specialising in endometriosis? - Brisbane" on r/brisbane with 40 replies, "Women's health/endometriosis specialist recommendations?" on r/brisbane with 30 replies, and an endometriosis excision thread in a Facebook group. Seventy-plus people discussing exactly this decision, on a query where Northside does not appear anywhere on page one.

This is not a recommendation to post promotionally on Reddit, which r/brisbane would remove. It is a recommendation to be findable when someone in that thread searches the practice name, and to be nameable by the patients already treated. Read both threads and note which practices get named, that is free competitor intelligence on how Brisbane women actually choose a gynaecologist. Then close the loop the cheap way: the practice has treated enough endometriosis patients to have advocates, and the review request process in item 10 is what turns them into the 4.0 rating that makes Northside worth naming.

Days 0–14 · Foundation, entity integrity

Days 15–45 · Depth, make the pages earn their rankings

Days 46–90 · Volume, capture the demand

Tracking — KPI targets at 30 and 90 days

1. Sixty-four reviews is the asset, not the liability. It is tempting to read a 3.0 as a reputation crisis. The distribution says otherwise: thirty five-star reviews and thirty one-star, which is not a mediocre practice but a polarised one. Thirty patients cared enough to leave five stars. That is more five-star reviews than Bloom Women's Health (32) or Dr Anna Burrows (12) hold in total, though Dr Gabriel James carries 58 at a clean 5.0. The volume is already won; the arithmetic just needs fixing, and eight review requests a week for twelve weeks does it.
2. In the local pack, rating is an eligibility gate rather than a ranking factor. Dr Anna Burrows holds Brisbane pack position two with twelve reviews at 5.0. Dr Sonia Anwar holds North Lakes pack position one with 52 at 4.5. Northside has 64 at 3.0 and does not appear in the Brisbane pack at all. Across the four queries tested, every listing occupying a pack slot sat at 4.1 or above and the 3.0 listing took none. That is a correlation across a small sample rather than a published threshold, but it points one way, and it is why the review work is sequenced in Days 0–14 alongside the merge rather than after it.
3. Menopause and perimenopause is the niche worth scoping properly. The site already ranks #4 for "perimenopause checklist", #13 for "perimenopause symptoms list", #3 for "sex after menopause" and #18 for "perimenopause weight gain", all earned, none targeted at Brisbane. Menopause care is a repeat-consultation revenue line rather than a one-off surgical one, which makes each patient acquired worth more over time. There is a dedicated /conditions/menopause/ page and a /conditions/perimenopause/ page already built. Point them at Brisbane and the existing national authority does the rest.
4. The GP Symposium is the most under-used asset on the site. Northside has run a GP symposium in 2024, 2025 and 2026, each with its own page. For a specialist practice, GP referral is the primary acquisition channel and this is a genuine referrer-facing differentiator that almost no competitor has. The /for-referrers/ section exists in the navigation, but the symposium pages sit at the site root as standalone posts rather than under it, and none of them appear in the ranked-keyword data for positions 1 to 20. Consolidate them under /for-referrers/ with Event schema, and add the referral pathway and fax number that a GP practice manager actually needs.
5. Five listed specialists are currently one thin entity. Dr Archna Saraswat, Dr Caroline Wewengkang, Dr Keisuke Tanaka and Dr Ashwini Margale are the four practising specialists; the homepage carries Dr Liana Tanda in an "In Loving Memory" section, so her profile needs handling as a memorial page rather than as a bookable specialist. Google and ChatGPT both cite a stale /our-specialists/ URL for one of them, the profile for Dr Wewengkang has no H1 at all, and none was confirmed to carry Physician schema or sameAs links. The one profile tested runs 302 words. Ramsay Health Care hosts Dr Saraswat's profile at #4 for "gynaecologist kedron", which shows what an authoritative third-party corroboration is worth. Build each practising specialist into a recognised entity and the practice inherits four reputations instead of renting one.
6. Dr Sonia Anwar is the structural threat, and the lesson is inverted. She runs North Lakes and Caboolture, nearly the same footprint as Northside, and holds North Lakes pack position one plus organic #5 and #9. She does it with 52 reviews at 4.5 from one Google listing, one consistent phone number and one URL pattern. Northside has more sites, more specialists, more reviews and more content, and loses the suburb its second clinic is in. The lesson is not that she is doing more. It is that she is doing it once.
7. The site is competing nationally on information and locally on nothing. Asked for Northside's closest competitors by keyword overlap, DataForSEO returns healthdirect.gov.au, Cleveland Clinic, Mayo Clinic, Healthline, WebMD and the NHS. Not one Brisbane gynaecology practice. Average position across 561 keywords is 37.7, and almost every top-ten term is a national informational query: "salpingectomy", "mirena removal", "sex after menopause", "tie my tubes". The one local exception is the branded "northside gynaecology north lakes". The pull is Australia-wide with no city breakdown, so there is no way to say how much of that 1,386 is Brisbane. What is certain is that the terms earning it are national and informational, not local and commercial. The content is good; it is aimed at the wrong outcome. Adding a "See a Brisbane gynaecologist about this" block with the three addresses to the top ten informational pages converts an audience the practice already has.
8. What this audit could not measure, and how to check it manually. Four honest gaps. One: no Google Maps rank grid, the DataForSEO CLI needed for serp-maps and serp-local-finder was unavailable, so Section 3 reads the local pack from four organic SERPs rather than a sixteen-cell grid, and Caboolture was not tested at all. Proxy: search each service-and-suburb pair from a phone at each clinic and screenshot the pack. Two: structured data was not measured at all. Neither the Lighthouse pull nor the on-page pull reports JSON-LD presence, so every schema recommendation in this report assumes an absence that has not been verified. Proxy: run the four audited URLs through Google's Rich Results Test, which takes minutes and settles it. Three: Google Ads volume for the local terms returned empty and historical volume stops being reported after October 2024, so "gynaecologist kedron" and "gynaecologist caboolture" have no volume figure in this report; the 1,300 for the Brisbane variants and 170 for the endometriosis term are measured. Four: review text was not pulled, so the thirty one-star reviews are counted but not read. Read them before writing the responses in item 6, because the pattern in them determines whether this is a scheduling problem, a billing problem or a bedside-manner problem, and that changes the reply.

Merge the listings and answer the one-star reviews in week one. Everything in Sections 4 through 9 compounds on that, and nothing in them substitutes for it.

— Recommended sequencing