The verdict in three sentences
For a group of 6 physiotherapy clinics in Dublin, most new patients arrive via Google Maps and searches like "physio Rathmines" or "knee rehab physio Swords". A local SEO plan at EUR 3,500 to 5,500 then EUR 350 per month builds one page and one Google profile per clinic, without breaching professional rules on advertising. A realistic target is +50% calls from Maps within 6 to 9 months.
The detailed budget for 6 clinics
The main mistake multi-location groups make is having a single site with one "Our clinics" page listing six addresses. Google then cannot match a strong page to each neighbourhood. The method is to create a genuine local page per clinic, linked to its Google Business Profile.
| Line item | Unit | 2026 price (excl. VAT) | Total for 6 clinics |
|---|---|---|---|
| Local page per clinic (unique content, team, specialities, access) | EUR 450 per page | EUR 450 | EUR 2,700 |
| Google Business Profile optimisation | EUR 120 to 200 per profile | EUR 150 | EUR 900 |
| MedicalClinic + LocalBusiness structured data | Flat fee | EUR 400 to 700 | EUR 550 |
| Directory clean-up (Healthlink-style directories, Apple Maps, Bing) | Flat fee | EUR 300 to 800 | EUR 500 |
| Call and directions tracking setup | Flat fee | EUR 250 to 500 | EUR 350 |
| Total upfront | EUR 3,500 to 5,500 | ||
| Monthly follow-up (posts, reviews, report) | Per month | EUR 350 | EUR 4,200 per year |
Each local page must be genuinely different: physiotherapists on site, specialities (sports rehab, pelvic health, vestibular, paediatric respiratory), parking, Luas or bus line, opening hours. Six copy-pasted pages with only the area name swapped are ignored by Google.
Patient reviews and professional conduct: what is allowed
Physiotherapists may share factual professional information with the public, but undue solicitation and comparative advertising remain off limits under professional codes of conduct and consumer law. For reviews, the rule is simple: make it easy, never pay, never filter.
| Practice | Compliant | Comment |
|---|---|---|
| QR code in the waiting room linking to the Google profile | Yes | Neutral invitation, no incentive |
| Automated SMS after the final session with review link | Yes, with consent | Provide a GDPR opt-out |
| Free session in exchange for a 5-star review | No | Prohibited incentive, sanction risk |
| Replying to reviews by naming the patient's condition | No | Breach of confidentiality |
| Replying with a generic, courteous message | Yes | Target: within 72 h |
| Claiming "best physio in Dublin" | No | Unverifiable comparative claim |
A clinic collecting 4 to 6 reviews a month and replying to each one typically keeps a rating above 4.6, the threshold beyond which click-to-call from the local pack rises noticeably.
The 6-month schedule
| Month | Actions | Metric |
|---|---|---|
| Month 1 | Audit of the 6 profiles, NAP (name, address, phone) fixes, categories | 100% verified profiles |
| Month 2 | Writing and publishing 6 local pages, MedicalClinic markup | Pages indexed |
| Month 3 | Launch QR code and review SMS, systematic replies | 4 to 6 reviews per clinic per month |
| Month 4 | Weekly Google posts (hours, specialities, workshops) | Profile views |
| Month 5 | Adjust pages to real search queries | Rankings on 30 local queries |
| Month 6 | Review: calls, directions, online bookings | Target +35 to +50% calls |
Mini case study
Aoife, managing director of a group of 6 physiotherapy clinics across Dublin, Swords and Dún Laoghaire, receives 420 calls a month from Google Maps. About 25% become a new patient, 105 new patients a month, each averaging 10 sessions.
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She invests EUR 4,600 upfront then EUR 350 a month, EUR 8,800 in year one. After 8 months, Maps calls reach 610 a month (+45%). At the same 25% rate, that is 47 more new patients a month. Even assuming only EUR 5 of net margin per session after clinician pay, that is roughly EUR 2,350 a month. The annual budget is recovered in under 4 months of results, not counting a better spread of workload across clinics.
FAQ
How much does local SEO cost for several physiotherapy clinics?
For 6 clinics, allow EUR 3,500 to 5,500 upfront then about EUR 350 a month. Each extra clinic adds roughly EUR 600 to the initial budget.
Do we need one website per clinic?
No, a single site with a rich local page per clinic is more effective and cheaper to maintain. It concentrates domain authority across all locations.
Can we ask patients for Google reviews?
Yes, a neutral invitation via QR code or SMS is accepted, with no incentive and no filtering. Replies must never mention the patient's health.
Is an online booking platform enough to be visible?
Booking platforms capture patients already looking for an appointment, but the Google local pack remains the first source of calls for 50 to 70% of clinics. The two complement each other.
When do the first effects show?
Corrected profiles gain views within 4 to 8 weeks. The rise in calls becomes clearly measurable from month 4 or 5.
Let's scope your project. Tell us how many clinics you run and where: we will price local pages, Google profiles and monthly follow-up, with an indicative budget of EUR 3,500 to 5,500 and setup within 8 weeks. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
