Build Journal · Vande
How I structure SEO for a multi-location wellness brand
By Ganesh R Datta. I build healthcare AI end to end: clinical decision support, clinic intake, and the marketing and operations around them.
For a clinic group with many therapies and destinations, SEO starts with site structure: one clear page per therapy and per location, internal links that match how patients search, and honest content that answers real questions.
Multi-location healthcare brands often have one generic services page and wonder why they don't rank for anything specific.
Structure first
- One page per therapy, explaining what it is, who it's for and how to book.
- One page per location or retreat, with accurate local details.
- Links between them that follow how patients search: from a condition to a therapy, from a therapy to a location.
Content that earns its place
Pages should answer the questions patients actually ask: what happens during the therapy, how long it takes, what it costs, how to prepare. Thin pages written only for keywords don't help patients or rankings.
Healthcare-specific care
Claims about health outcomes need to be accurate and responsible. In healthcare, a misleading page is a trust problem before it is an SEO problem.
What to measure
Which therapy and location pages bring visitors who book, not just visitors.
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