Chapter one covered the first thirty days. This is the full quarter, written for a practice with a few hours a week rather than a marketing department. The order is deliberate: each phase makes the next more effective.
Days 1 to 14: establish control and truth
- Build your single source of truth: one row per office with every canonical field, and settle the ambiguous formatting decisions once.
- Build your listing inventory: every platform where you have a record, the URL, and who owns the login.
- Claim or reclaim your Google Business Profile for every office, moving ownership to a practice-controlled account with two owners.
- Claim Apple Business Connect and Bing Places.
- Audit for duplicates: search each address, each phone number in quotes, each clinician name. Record but do not act yet.
- Capture a baseline of the five numbers before changing anything.
Days 15 to 30: fix the core record
- Correct name, address, phone, and hours on all three platform profiles to match your canonical record exactly.
- Fix a non-compliant practice name if you have one, changing only the name that week.
- Set the primary category deliberately, and add accurate secondary categories.
- Populate the services list with a description per treatment. This is the highest-value single task in the quarter.
- Set every accurate attribute, including accessibility and online care.
- Check the map pin on all three platforms.
- Make your website office pages match, character for character.
- Resolve duplicates, keeping the profile that holds the reviews.
Days 31 to 45: upstream data
This phase is invisible and it determines whether your corrections stick.
- Correct your records at the major aggregators.
- Correct NPI records for every clinician and any organisational NPI.
- Review credentialing data, ensuring practice locations and scheduling numbers are right, and attest.
- Audit old call tracking numbers: search each in quotes, replace with the canonical number, and keep old numbers forwarding until confirmed gone.
- Log every submission with its date.
Days 46 to 60: payer and vertical directories
- Audit every payer directory from the patient-facing side, searching by specialty and location rather than by name.
- Dial every published number and confirm where it rings.
- Submit corrections through the credentialing chain and directly to each payer.
- Claim and complete two or three vertical directories properly, rather than ten thinly.
- Claim and correct the provider directories that already rank for your clinician names.
- Check modality locators for the treatments you provide.
- Retire orphaned listings for departed clinicians.
Days 61 to 75: website and structure
- Ensure one page per office and one per treatment, with no duplicates.
- Add arrival, parking, and entrance detail to every office page.
- Complete the six reciprocal internal links between treatments, locations, and providers.
- Add MedicalClinic, Physician, and FAQ structured data, generated from your canonical record, and validate it.
- Attribute treatment pages to named clinicians with a reviewed-by date.
- Compress images and remove unused third-party scripts.
- Build or refresh the referral one-pager and the clinician-facing page.
Days 76 to 90: habits and measurement
- Start the review habit: cards at checkout, a QR code sign at reception, a line in your follow-up email. Assign it to a role.
- Seed your profile Q&A with the questions patients actually ask.
- Run your fixed AI prompt set across the engines and record presence rates.
- Re-check aggregator and payer submissions from earlier phases and correct anything that reverted.
- Produce your first monthly report against the day-one baseline.
- Diarise the quarterly audit and the twice-yearly payer audit.
What to postpone beyond 90 days
- A website redesign.
- A content or blog programme.
- Paid search, which papers over the accuracy problems you are trying to find.
- Daily rank tracking.
Expect to see movement in months two and three, not week two, and expect payer corrections to be the slowest and most valuable. The repeatable audit is next.