A family general practice caring for communities since 1955
Smith Street Medical Centre has provided general practice care since 1955. Today it runs clinics in Charlestown and Kotara in New South Wales and Gungahlin in the ACT, with a new clinic opening in Merimbula.
Its GPs cover everyday and long-term care: bulk billing for eligible patients, skin cancer checks, women’s and children’s health, immunisations, mental health care plans, aged care support, work injury assessments and telehealth, with appointments booked online through HotDoc.
What patients come to Smith Street for
Why Smith Street Medical came to us
Smith Street was growing from one well-known practice into a multi-clinic group, in a market where patients search for a GP by suburb and increasingly book through apps and large corporate chains. Its online presence had to grow with it, without losing the personal, community feel that had kept patients for generations.
Competing with corporate chains and booking directories
When a patient searches for a GP nearby, large corporate medical groups and booking directories fill the results. A community practice needed its own clinics to be the ones patients found and trusted.
Patients search by suburb
People look for care close to home, so each clinic needed to be visible across the suburbs it serves, without every location page saying the same thing.
Health content has to be right
Medical content must be accurate, carefully sourced and written for patients, not just for search engines.
New clinics need visibility from day one
Every new location, like Merimbula, needs to be found by local patients as soon as it opens.
Search and AI now answer health questions
Patients ask Google and AI assistants about services and clinics before they book, and those answers favour sources they trust.
What we did for Smith Street Medical
Since January 2026 we have worked as Smith Street’s search, content and paid media team, alongside the development of its new website, with Australian health content standards applied to everything we publish.
Found in every suburb it serves
Local search built around each clinic and the suburbs around it, with location pages that each say something genuinely local rather than repeating one template.
- A distinct page for each suburb served
- Clinic listings kept complete and consistent
- Local citations built every month
Patient-first health content
A content programme of service pages and patient guides written to Australian health editorial standards, with clinical accuracy checked before anything goes live.
- Service and condition guides for patients
- Content reviewed against trusted Australian health sources
- A steady monthly publishing rhythm
A voice in community primary care
Articles on continuity of care, chronic disease management, aged care and mental health coordination, published on the website and professional platforms.
- Thought leadership on professional networks
- Articles on community-led primary care
Bookings at a lower cost
Google Ads managed for bookings, refined month by month so the cost of each booking fell as campaigns matured.
- Search campaigns for each clinic
- Continuous optimisation for bookings
- Bookings, calls and enquiries measured
Trusted in AI health answers
AI search optimisation so Smith Street’s clinics and services are recognised when patients ask AI tools where to see a GP.
- Clinic and service information structured for AI
- Increasing AI citations
A new website built to grow
Support for Smith Street’s new website, structured so new clinics and services can be added without starting again.
- Site structure for a multi-clinic group
- Room for new locations like Merimbula
Where the work led
In its first months, the programme turned Smith Street’s online presence into a platform for a growing group: every clinic and suburb has its own presence, patient content is published every month, Google Ads bring in bookings at a steadily lower cost, and the practice is increasingly cited in AI answers.
How the engagement unfolded
- January 2026
Partnership begins
Local search, content and Google Ads set up for the existing clinics.
- Early 2026
Suburb coverage
Distinct pages for the suburbs each clinic serves, and local listings strengthened.
- Mid 2026
Content and thought leadership
A monthly rhythm of patient guides and professional articles.
- Now
Growing the group
A new website and visibility ready for new clinics such as Merimbula.
What Smith Street Medical came away with
Visible close to home
Each clinic found by patients in the suburbs it serves.
Content patients can trust
Accurate, carefully sourced health content published every month.
Bookings at a lower cost
Google Ads refined until each booking cost less.
A practice that has cared for families since 1955 does not need to sound like a chain. Our job has been to make sure patients searching nearby find Smith Street first, and find it just as personal online as it is in the clinic.
Queens Digital project team
Services behind this work
Running a clinic or health practice? Read our digital marketing guide for health clinics, or see the services we used for Smith Street below.