Vet SEO: found by pet owners nearby, and clear about video visits

What does vet SEO cover?

Vet SEO covers the searches a pet owner makes before booking: a practice close by, a service by name, such as a dental cleaning or a spay, and the urgent search when a pet is unwell. Most of it rests on two things Google reads, the practice’s Business Profiles and its website, and both have to say the same thing about each hospital.

We offer five services, Web Design, SEO, GEO, Custom Software and AI Consulting, and a practice usually needs the first three. We would build the website and run search for it and for the profiles the work covers, and the GEO work makes the practice’s pages easier for AI answers to find, read and cite. Veterinarian marketing reaches further, into social posts, newsletters and referrals from shelters and groomers; we keep to the website and search, and we don’t run paid ads. Our SEO page sets out how we run search for any kind of business.

What does California’s telehealth law mean for a vet website?

Assembly Bill 1399 (Chapter 475, Statutes of 2023) took effect on January 1, 2024. It put the requirements for a veterinarian-client-patient relationship into statute (Business and Professions Code section 4826.6) and clarified the requirements for veterinary telehealth (sections 4825.1, 4826.6, 4829.5 and 4853). The Veterinary Medical Board’s FAQ on the law calls itself guidance and says the statutes control. We would plan the telehealth pages from it, and your veterinarians approve every line before it goes live.

Starting care by video

To establish that relationship with a new patient by telehealth, the veterinarian has to examine the animal over live audio and video. Once it exists, later care doesn’t need video unless the veterinarian decides it is necessary. So the video visit page separates a new patient’s first exam from a follow-up, and the booking form asks which one the owner wants.

Where the pet is

For a California veterinarian to provide telehealth, the animal has to be in California. An address on file doesn’t settle that: the board recommends confirming with the client that the pet is in the state at the time of the visit. The request form we would build asks the question, and the visit page explains why.

Prescriptions and the pharmacy

Before prescribing, the veterinarian offers a written prescription the client can have filled by the practice or by any pharmacy, and gives written disclosure that the client may choose either. Telehealth also has to meet the privacy rules in section 4857. The pharmacy and refills page says how both work, in the practice’s words.

What should web design for veterinarians include?

Web design for veterinarians starts from the visits a practice offers. We would build:

• A page per visit type: wellness exams, vaccines, dental care, surgery and video visits, each saying what the visit covers and how to book it.
• A new clients page: what to bring, how records arrive from a previous vet, and what happens at the first visit.
• After hours: where to go when the practice is closed, with the details of the emergency hospital the practice names.
• The team: each veterinarian and technician, with their focus.
• Pharmacy and refills: how to ask for a refill, and the written prescription option.
• Booking: by visit type, from the open times the practice sets. The form asks for the owner’s name, a phone number or email, the pet’s name and species, the visit type and, for a video visit, where the pet will be. It asks no medical questions.

Before launch we set up analytics and connect Search Console and Bing Webmaster Tools; on a rebuild, old addresses redirect to their new pages. More on our web design work.

How should a veterinary practice handle reviews?

Reviews are covered by a federal rule: 16 CFR part 465, which the FTC published in August 2024 to govern consumer reviews and testimonials. Three of its provisions shape how a practice gathers reviews and what its site shows:

• Reviews from inside the practice: an officer or manager who writes a review of the business must disclose that tie clearly and conspicuously. They also may not ask immediate relatives, employees or agents for reviews that then go up with no disclosure, if they encouraged leaving it out, gave no instruction to disclose, or knew or should have known and did nothing. A general request to clients to post about their experience falls outside that limit.
• Threats and pressure: no one may use an unfounded legal threat, a physical threat, intimidation, or a public accusation known to be false or made with reckless disregard for the truth, to stop a review being written or to get one removed.
• What the site displays: if reviews are held back because of their rating or negative tone, the practice may not present the ones left as most or all of those submitted. Holding a review back doesn’t count as suppressing it for its rating or tone when the same criteria apply to every review regardless of sentiment. The rule’s examples: trade secrets or confidential information; defamatory, harassing, abusive, obscene, vulgar or sexually explicit content; another person’s personal information or likeness; discriminatory content; content that is clearly false or misleading; a review the practice reasonably believes isn’t genuine; and one wholly unrelated to what it offers.

So the reviews section we would build follows one written rule for which reviews appear, applied to every review alike.

How do SEO services for veterinarians work?

Veterinarian SEO starts with the profiles, then builds the site out around them.

Profiles for each hospital and veterinarian

Google’s guidelines allow one profile for each location, under the name the hospital uses in the real world, with its regular customer-facing hours and, where needed, special hours for days such as holidays. They also say a practitioner, a public-facing professional who usually has their own clients, should have a profile of their own if they can be reached at the location during its hours. Google’s examples are doctors, dentists, lawyers, financial planners and insurance or real estate agents, so whether each veterinarian gets one is a call we would make with you. Support staff don’t get profiles, and no practitioner gets one per specialty. More on our Business Profile work.

Pages, markup and AI answers

Every service and every hospital gets a page, with structured data that matches what the page shows: schema.org’s VeterinaryCare type describes a vet’s office. To be eligible to show as a link in AI Overviews or AI Mode, Google says, a page has to be indexed and able to appear in Search with a snippet; it lists no additional technical requirements, and says no new machine-readable files, AI text files or special schema.org markup are needed. In Search Console, a site can set the Search generative AI control to Include or Exclude for those features, and Google says every website worldwide had the control by August 31, 2026. A property starts on Include, or on Inherit if it has a parent property, and Google says the choice isn’t a signal for ranking or inclusion anywhere else in Search. More on our GEO work.

The monthly work

• Repairs: page titles and descriptions rewritten, markup corrected, posts that cover the same ground merged, and Google asked to re-crawl what changed.
• New pages: articles each month on questions owners ask, and pages for nearby areas only where search demand and local proof justify one.
• Links: earned from shelters, rescues, breed clubs and pet businesses nearby, never paid for.
• Checks: the site every week, its links and the AI answers that name the practice every month, and the plan every quarter, with a one-page report on the last day of each month that lists leads first.

We do not guarantee search rankings, traffic, or uninterrupted uptime.

What should a practice ask a marketing agency?

Google’s own page on hiring an SEO is a good place to start. It says to see whether an SEO is interested in you and your business: a good one asks what sets the practice apart, who it competes with, how search results can help and how its clients find it. It says to ask past clients whether the work was useful, to be wary of agencies that send unsolicited email, and to ask whether their recommendations cite official Google documentation. For advice on AI answers, which some firms, us included, call GEO, it asks whether that advice is aligned with Google’s guidance on generative AI features. And in Google’s words: “No one can guarantee a #1 ranking on Google.”

A practice can add questions of its own:

1. Who checks the telehealth and pharmacy pages against the board’s rules before they go live?
2. What will the booking form ask an owner, and where does that information go?
3. How will each hospital and each veterinarian appear on Google?

Put all three to us on the call.

How does a practice get started with us?

Every engagement starts with a 15-minute call. You talk with Nicolas Perez or Noah Alvarez, our co-founders. Have ready how many hospitals you run, the visits you most want booked online and where owners give up today.

A fit gets a written proposal: the work we would do, how it would be run and its price. If it isn’t a fit, we say so on the call. We start only after you approve the proposal. We were formed in 2023 and work for businesses across the US. Practice owners can visit our office in Valencia during office hours.