Local SEO

With offices across the Portland metro, local search is WHA's highest-leverage SEO channel. Searches like "OB-GYN near me" and neighborhood-level queries, plus the Google map pack, bring high-intent, ready-to-book patients. This is how we earn and defend that visibility. (See SEO Strategy for scope and audience and Managing Locations for the editorial workflow.)

Business listings

Most local discovery happens through maps and there are three to claim, one per ecosystem. Google is by far the biggest, but Apple and Bing are free and quick.

Claim and verify one per physical location, then keep them current. What to set up is the same across all three:

• Correct category (e.g. Obstetrician-gynecologist) plus relevant secondary categories.
• NAP (name, address, phone) that matches the site exactly (see below). Of everything here, this is the one to get right.
• Hours and phone, kept accurate.
• Website link deep-linked to that location's page, not the homepage.
• Photos and the services offered.

Google also supports reviews and posts. A steady flow of patient reviews is a real ranking and trust signal, so it's worth encouraging.

Location landing pages

Each location (wha_locations) already gets its own page at /locations/{slug}/. To work as a local-intent landing page, each should be unique and complete, not boilerplate:

• Full address, hours and contact, with the interactive Mapbox map.
• The providers who see patients there (pulled from the taxonomy relationship).
• Services offered at that location.
• Distinct, location-specific copy where it makes sense (neighborhood, parking, what's nearby).

These pages are what rank for "[service] near [place]" and what the Google Business Profile links to.

NAP consistency

Name, Address, Phone must be identical across the website, every Google Business Profile and any third-party directory citation. Inconsistencies (abbreviations, old suites, tracking numbers) dilute local ranking and confuse patients. The site's location data is the source of truth, so align everything else to it.

Structured data

The theme injects local structured data automatically (see Structured data):

• MedicalClinic on each location page: address, geo, openingHours, telephone, plus a parentOrganization link.
• Physician on each provider page, with ratings.
• A site-level MedicalOrganization on the home page that lists every location as a department, so the offices read as branches of one group. This helps the group's entity and local relevance across the metro.

Coordinates are auto-geocoded from the address on save, so the geo data follows the address automatically. Validate output with Google's Rich Results Test.

Measurement

Reference

• SEO Strategy: audience, intent, E-E-A-T, KPIs
• SEO: implementation
• Managing Locations: adding/editing offices