Local SEO & Lead Generation Research – UK Healthcare Services

Local SEO & Lead Generation Research – UK Healthcare Services We are working on a new project within the UK community pharmacy/healthcare sector and are looking for an experienced local SEO and organic lead-generation specialist to undertake commercial keyword research and SERP opportunity analysis. This is not simply a keyword research/export task. We want someone who understands how to identify organic search opportunities capable of generating real enquiries, bookings and customer/patient acquisition, particularly for locally delivered services. The initial project is research and validation. However, there may be an opportunity for ongoing strategic consulting and/or SEO execution if there is a strong fit. What we’re researching We want to understand how UK consumers search for specific pharmacy and healthcare services and identify where strong commercial, transactional and local search intent exists. The initial geographic focus will be: Bradford — primary/deep analysis Leeds and Manchester — comparator markets We also want broader UK keyword research for the underlying service/treatment categories where relevant. The successful freelancer will receive a more detailed private brief containing the specific service and treatment categories to research. Broadly, these cover areas such as private pharmacy/healthcare services, vaccinations and travel health, diagnostic services, NHS pharmacy services, condition-led treatment searches and prescription-related services. We expect the freelancer to expand beyond the seed terms we provide and identify how consumers actually search for these services. What we need analysed Our primary interest is: * transactional searches from people actively looking to access/book a service; * commercial searches comparing providers, prices or options; * local-intent searches such as service + location and “near me”; * urgent/same-day intent where relevant; and * other keyword patterns capable of generating commercially valuable enquiries. Informational searches should be identified where strategically useful, but traffic volume alone is not our objective. For the relevant keywords/clusters, we would like analysis including, where available: * monthly search volume; * keyword difficulty; * CPC/commercial indicators; * search intent; * keyword cluster; * geographic variation; * SERP features; * Local Pack presence; * current organic competitors; * local/independent provider presence; * directory/aggregator presence; * national brand presence; * estimated organic opportunity/difficulty; and * recommended priority. We understand that granular city-level keyword volumes can sometimes be limited. Where exact data is unavailable, please explain how you would triangulate local demand rather than presenting unsupported estimates as exact figures. Keyword clustering We do not want an unfiltered export containing thousands of keyword variations. We need commercially useful keyword clustering. We want your judgement on: * which keywords represent the same search intent; * which should target the same landing page; * which require separate pages; * which represent genuine commercial opportunities; and * which are unlikely to be worth targeting. Manual SERP analysis For the strongest commercial keyword clusters, we want manual SERP analysis rather than relying exclusively on automated keyword-difficulty scores. We want to understand: * who currently ranks; * what types of websites Google is rewarding; * the strength/weakness of ranking pages; * whether independent/local providers are competing successfully; * whether directories/aggregators appear; * how dominant the Local Pack is; * whether service + location landing pages are ranking; and * whether the opportunity appears realistically contestable by a new, properly executed website. Final deliverables We expect: 1. Raw keyword research 2. Keyword clusters based on search intent 3. Bradford opportunity analysis 4. Leeds and Manchester comparison 5. Manual SERP analysis for the strongest opportunities 6. Prioritised recommendations, ideally: Tier 1: strongest opportunities to test first Tier 2: attractive but secondary/more competitive Tier 3: supporting SEO/content opportunities Avoid: low-value, unsuitable or unrealistic opportunities 7. Short strategic summary explaining what you believe the strongest organic lead-generation opportunities are and why. The research should ultimately help us determine: Which service/search-intent opportunities have sufficient demand, commercial value and realistic ranking potential to justify pursuing? Experience we’re looking for Strong preference will be given to applicants with demonstrable experience in: * local SEO; * organic lead generation for service businesses; * multi-location SEO; * directory or marketplace SEO; * service + location SEO architecture; * healthcare/YMYL SEO; and/or * turning organic traffic into measurable enquiries/bookings rather than simply rankings. Please state which professional tools you use, e.g. Ahrefs, Semrush, Google Keyword Planner, Google Trends or equivalent. When applying, please answer these questions 1. Give us an example of a local/service business where your SEO work generated measurable enquiries, bookings or leads. What did you do and what was the outcome? 2. Have you worked on organic lead-generation, directory, marketplace or multi-location SEO projects? Please provide relevant examples where possible. 3. How would you determine whether a local service keyword represents a commercially attractive SEO opportunity beyond search volume and keyword difficulty? 4. How do you decide whether several similar keywords require one landing page or separate pages? 5. How would you manually determine whether a service + city SERP is realistically winnable? 6. Which tools would you use for this research? 7. Do you have experience with healthcare/YMYL SEO? 8. If selected, would you be comfortable reviewing the underlying lead-generation concept and challenging our proposed SEO approach based on your own experience? Please avoid generic SEO proposals. We are particularly interested in applicants who can demonstrate commercial lead-generation experience and strategic SEO thinking.