Why Most Natural Health Practices Stay Invisible Online
Your natural health practice might offer life-changing services – but if you’re not showing up on the first page of Google Map Pack, you’re likely missing out on a flood of new clients.
The Map Pack (that boxed area showing top local businesses) gets over 40% of all local clicks. And guess what? It’s not just about being good — it’s about being visible.
Let’s fix that.
Get into the Google Map Pack
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Complete Your Profile
Complete your Google Business Profile thoroughly, including the correct primary category, all relevant services, accurate hours, and high-quality photos. -
Collect Reviews Consistently
Reviews are a strong ranking factor. Aim for a steady flow of 2-4 new Google reviews monthly and always respond to them. -
Ensure NAP Consistency
Use one official format for your Name, Address, and Phone number across your website, directories, and social media to build trust. -
Stay Active Online
Keep your Google Business Profile active with regular updates. Post new photos or short updates at least twice a month.
Getting into the Google Map Pack – those top three local search results — begins with a fully optimised and regularly updated Google Business Profile. Add steady client reviews, consistent contact details across all platforms, and locally relevant content on your website. When you pair that with fresh photos, engaging updates, and clear calls to action, you’re giving Google exactly what it needs to recognise your practice as active, trusted, and truly local.
Why So Many Practitioners Struggle to Show Up Locally
Even experienced, well-established practitioners often remain invisible in local search results. You might have a website, a Google Business Profile you set up years ago, and a few reviews — yet when potential clients in your area search for your services, your competitors are the ones showing up.
It’s frustrating – you know you can help people nearby, but they simply aren’t finding you. And with so much conflicting advice out there about SEO, directories, keywords, and reviews, it can feel confusing, overly technical, and frankly, overwhelming.
But here’s the good news: the path to local visibility is clearer – and simpler – than most marketing agencies make it out to be.
What Is the Google Map Pack and Why Does It Matter?
The Google Map Pack (or Local 3-Pack) is the set of three businesses Google features at the top of local search results, right under the map.
Example: Search “naturopath near me” – the three listings you see with reviews, map pins, and direct calls? That’s the Map Pack.
Appearing here can 2x or even 3x your calls and bookings.
“After running an 18-practitioner clinic in Melbourne, I learnt firsthand how critical local visibility is,” reflects James Burgin, founder of Thriving Practitioners. “We’d have highly skilled practitioners who struggled to fill their appointment books simply because potential clients couldn’t find them online. Now, the Google Map Pack changes everything for practitioners. Once you understand how to optimise it systematically, your appointments can start flowing from people who’ve not heard of you before.” James Burgin
Step-by-Step: How to Get Into the Map Pack
1. Claim & Optimize Your Google Business Profile (GBP)
Your Google Business Profile is the foundation of local search success. It’s how Google recognises and recommends you to local clients.
- Add complete info: services, business hours, website, booking links
- Use high-quality images of your space, staff, and treatments
- Choose the right primary and secondary categories (e.g. “Naturopathic Practitioner”)
A well-completed profile not only helps you rank but also builds trust with potential clients. Google rewards profiles that demonstrate completeness and care.
2. Ask for Reviews — Strategically
Reviews are one of Google’s strongest ranking signals. They also show potential clients that your practice is active and trusted.
- Ask happy clients right after a session
- Send an email or SMS follow-up with a direct review link
- Respond to every review (even the tough ones) with grace and professionalism
For more on why reviews matter, read The Science of Trust: How Social Proof Can Ethically Grow Your Natural Health Practice.
3. Be Obsessively Consistent with NAP (Name, Address, Phone)
Small inconsistencies can confuse Google. Decide on one official format for your business name, address, and phone number. Use it everywhere – your website, directories, and social media.
Even small variations like ‘St’ vs ‘Street’ or an old number can reduce your visibility.
Your Name, Address, Phone must match exactly across:
- Your website
- Google profile
- Directories (Yelp, HealthProfs, Hotfrog, etc.)
- Social media profiles
4. Optimize Your Website for Local SEO
Your website plays a big part in Google Map Pack results. Google checks it for signs of local relevance.
- Embed your Google Map on your Contact/About page
- Include your city/suburb name in headlines, URLs, and meta tags
- Create individual pages for key services and locations
- Use schema markup for LocalBusiness and Organization
See The Micro Page Strategy: How to Rank Well Without Drowning in Content for simple ideas on creating location-specific content.
5. Stay Active with Google Business Profile Posts and Updates
Google loves signs of life. Add photos and posts regularly – new team shots, treatment spaces, or updates about workshops and offers. Even two short posts a month show that you’re active and engaged. When you go for a walk, share some photos of local scenery or an activity that you can link to what you do.
- Add new photos monthly
- Publish short updates: specials, blogs, seasonal services
- Use keywords clients would search for (e.g., “natural allergy treatment Sydney”)
6. Build Local Citations and Links
Beyond your own website, Google looks for your business name on other trusted sites – these are local citations.
- List your business in local directories, associations, and health-specific portals
- Try to get featured in local blogs or community websites
- Use consistent business data in every listing
Each mention strengthens your credibility and helps Google verify you’re a legitimate local business.
Try some ideas from Neighbourhood Marketing for Natural Health Practitioners – 15 Low-cost Winners.
7. Encourage Real Engagement
Google tracks how people interact with your listing – whether they click, call, or ask for directions.
Add clear calls to action such as ‘Book Now’ or ‘Call Today’.
The more genuine engagement your listing gets, the stronger your ranking signal becomes. Each interaction tells Google that people find your listing useful and relevant.
8. Working From Home? Here’s How to Rank Locally Without Showing Your Address
Yes — you can still rank locally, even if you prefer not to display your street address publicly.
In your Google Business Profile, select “I deliver goods and services to my customers” and enter realistic service areas like Bondi, Western Suburbs, or Auckland Central. Avoid overstating your reach — claiming the entire state won’t help your rankings.
To further boost local relevance:
- Mention your service areas naturally throughout your website
- Feature local landmarks or scenery in photos and blog content
- Encourage clients to mention your suburb in reviews — Google takes note
- Create a few suburb-specific pages using the Micro Page Strategy
- If you’re entirely virtual, include a phrase like “Online consultations from Adelaide, Australia” — it still establishes local relevance
9. Track Your Progress Over Time
Use Google Search Console insights and your GBP dashboard to monitor how often people view your listing, click through to your site, or call directly from search.
Look for steady growth — local SEO builds momentum over time. Consistent small actions today can lead to significant visibility within 3 to 6 months. Patience and persistence pay off.
Common Google Map Pack Mistakes to Avoid
Avoid these issues that can quietly damage your ranking:
❌ Using different names (e.g., “Jane’s Wellness” vs “Jane Wellness Clinic”)
❌ Listing a PO Box instead of a physical address
❌ Ignoring GBP for months — Google downgrades stale profiles
❌ Getting reviews in bulk from family or non-clients (Google knows)
Keeping your information tidy builds trust with both Google and clients. These might seem like small details, but they can be the difference between ranking in the Google Map Pack or being invisible.
If you work entirely online, write ‘Online consultations from Adelaide, Australia’ – it still anchors you to a region.
“I’ve helped many of home-based practitioners rank well locally without ever showing their home address,” notes James Burgin. “The key is being genuinely connected to your service area – real photos, authentic local knowledge, and clients who naturally mention your location in their reviews.”
Case Study: The 2-Month Map Pack Makeover
Dr Kira, a naturopath in Melbourne, wasn’t appearing at all for “naturopath near me.” After optimising her GBP, fixing inconsistent NAP citations, and posting updates weekly, she jumped into the Map Pack in 8 weeks – and saw a 58% jump in booking calls.
FAQ: What Practitioners Ask About Google Map Pack
Q: Can I appear if I work from home or online only?
Yes, but you’ll need to set up a service area and hide your home address.
Q: How many reviews do I need?
Start with 5–10 high-quality ones — then keep building. Recent reviews matter more than old ones.
Q: What if someone leaves a bad review?
Respond calmly and professionally. Show your integrity — Google likes that.
Q: Does it help to post on my Google profile?
Yes. Fresh activity signals trustworthiness and relevance.
Need help putting it all into practice?
Join our Thriving Practitioners community — a supportive space where hundreds of natural health pros swap local marketing tips, solve challenges together, and cheer each other on. You don’t have to figure it all out solo.
“The gap between being a skilled practitioner and running a thriving practice isn’t about natural talent – it’s about learnable systems. That’s what I’m passionate about teaching.”
James Burgin | Thriving Practitioners
Want a complete walkthrough? Our Pathway to Practice Growth Workshop gives you practical training to build your local presence – complete with templates, checklists, and actionable strategies.
Explore more practical guides on the Thriving Practitioners Blog.
