Short answer
Search your own practice name and core services from an incognito browser window, check your Google Business Profile completeness and accuracy, review your website's mobile speed and booking clarity, and assess your review count and recency against two or three known local competitors, all of which can be done in under an hour without specialist tools. Repeating this simple process periodically is often more valuable than any single one-off deep audit. Building this into a regular habit, rather than a one-off exercise, is what actually keeps a practice's visibility in good shape over time.
Start with an honest search, not a memory of how things looked last time
Search your practice name, and separately your core services combined with your suburb, using an incognito or private browser window to avoid personalised results skewing what you see. Note honestly where you appear, on the map pack, in organic results, on neither, and how this compares to two or three practices you know you're actually competing against locally.
Check every field on your Google Business Profile
Go through your profile field by field: categories, services, hours including any holiday exceptions, photos, and the business description. Note anything incomplete, outdated, or inconsistent with your actual current operations, since these gaps are usually the fastest, easiest issues to fix once identified.
Test your own website like a prospective patient would
On your phone, not just a desktop browser, try to find your services and book an appointment as a stranger would. Note how many steps it takes, whether the page loads quickly, and whether it's actually clear how to book, since friction here is one of the most common, most fixable reasons visibility doesn't translate into bookings.
Assess your review profile honestly against competitors
Compare your review count, average rating and how recent your reviews are against two or three genuine local competitors. If your review count is notably lower or your most recent review is several months old while competitors show a steady, recent flow, this is a clear, actionable finding worth addressing directly rather than a vague sense that "reviews could probably be better."
Putting the findings into a simple action plan
Once you have completed the search, profile, website and review checks above, resist the urge to try to fix everything simultaneously. Instead, group your findings into three categories: quick fixes that take under an hour, like completing a missing profile field or updating outdated hours, medium fixes that take a few hours to a day, like rewriting a weak business description or fixing an obvious mobile usability issue, and larger fixes that need more planning, like restructuring a combined services page into dedicated ones. Tackle the quick fixes immediately, since they cost little time and often produce a disproportionate improvement, schedule the medium fixes over the following two to three weeks, and treat the larger fixes as a proper project with a realistic timeline rather than something to squeeze in alongside daily practice operations. This staged approach turns what can feel like an overwhelming list of issues into a manageable, genuinely achievable plan, and revisiting the same checklist again in three to six months lets you track real progress against your own baseline.