- 01
Choose a comparable question
Define the service, location context, and reader task. Broad comparisons between unlike practices can produce weak conclusions. Save what was actually observed so another reviewer can understand the basis of the discussion.
- 02
Compare information quality
Look at whether a page explains the process, identifies the team, clarifies the location, and provides a useful next step. Avoid evaluating only word count or repeated keywords. A longer page is not automatically a better answer.
- 03
Find your own evidence
Ask which verified practice strengths answer the reader’s question. Do not borrow a competitor’s claims, testimonials, or clinical descriptions. The opportunity may be to explain an existing process more clearly rather than invent a new difference.
- 04
Turn a finding into a test
Choose one supported improvement and define how you will evaluate it. Keep the observation date and the limits of the research. Competitor pages and search results can change, so treat the review as a dated input.
A planning exercise, not a client result
Put the idea to work
Planning exercise: several public pages leave the appointment process unclear. Explain your practice’s verified process in a concise, useful section. That addresses an observed information gap without claiming that competitors deliver a worse patient experience.
What to watch for
- Copying a competitor’s wording
- Inferring private performance from a public page
- A superiority claim without supporting evidence