Patients search for a dermatologist in their town. Most land on your homepage, not that town's page.

The path a new patient takes today

Someone in Kissimmee needs a dermatologist and has never heard of Associates in Dermatology. Here is each step between their search and a booked visit.

1. They search "dermatologist Kissimmee". You appear near the top, both on the map and in the results below it.
2. They tap your map listing. Its website button opens http://www.dermorlando.com/, the homepage. All 13 listings do this. None opens its own office page and none has a booking button.
3. They tap "Book Online Now" on the homepage. It opens a list of 13 addresses.
4. They find Kissimmee in the list and open it. The page gives the address, one paragraph that reads the same on every office page, and the 800 number.
5. They tap "Schedule Your Appointment Now". The scheduler opens. It works. On 4 October the first new-patient opening at Kissimmee was 12 October.

The scheduler works well. Only two kinds of page link to it: the office list and the office pages. The homepage, all 123 blog posts and every treatment page send both booking buttons to the list of 13.

Two things cause this. Part of the homepage's share is map traffic, because every Business Profile links to the homepage. The rest is Google choosing between several of your pages for one search. In 12 of 13 towns, the office page is under half of what Google shows from your site for that town. The homepage, the appointment request form, the clinical services page and the Mohs page fill the rest.

Searches that name Orlando are the clearest case. Google showed the list of 13 offices 601 times and 2 people opened it.

Your office pages beside the ones that win a town

We read the office pages of four practices that sit beside you in Google: Schweiger Dermatology (first for "dermatologist Celebration FL"), Knight Dermatology, Advanced Dermatology and Orlando Dermatology Center.

Other findings on the office pages:

• All 12 titles follow one pattern, "Kissimmee Dermatology | Clinical & Cosmetic Services". The Mount Dora page is titled "Mount Dora Mohs Surgery". None uses the word people type, which is "dermatologist".
• Each office page has one link pointing to it from the body of another page, and that is the office list. No blog post and no treatment page links to a specific office.
• "Leave a Review" on every office page opens an internal survey. A happy patient is never sent to Google, where the reviews decide the map results.
• The Hunter's Creek page appeared for Altamonte Springs searches and the appointment form for Clermont searches. When pages are this alike, Google has little to tell them apart.
• There is no page about Orlando itself. "Dermatologist Orlando" is searched about 3,600 times a month in the region and Google answers with your list of 13.
• Three towns with real demand have no office and no page: Winter Garden (720 searches a month), Lake Nona (590) and Winter Park (590).

A rebuilt Kissimmee page

Google showed the Kissimmee page 707 times in five days, usually around 6th place. 16 people opened it. Below is the top of the page as it is today, then what it would hold, section by section.

Rebuilt page The Kissimmee page as a patient would see it. Yellow marks are details only the practice has. Nothing in yellow has been invented.

dermorlando.com/locations/kissimmee-dermatologist/

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Home / Locations / Kissimmee

Dermatologist in Kissimmee

725 East Oak St., Kissimmee, FL 34744

Accepting new patients. Next opening shown live from the scheduler

Book at KissimmeeCall local number

Hours

MondayhoursTuesdayhoursWednesdayhoursThursdayhoursFridayhoursSaturdayopen or closed

★★★★ 4.3 from 255 Google reviews

Who you will see in Kissimmee

Photo

Clinician name, credentialDays at this officeProfile · Book with them

Photo

Clinician name, credentialDays at this officeProfile · Book with them

Photo

Clinician name, credentialDays at this officeProfile · Book with them

What we treat at this office

Skin checks and skin cancerIf you have noticed a change in a mole, growth or spot on your skin, we recommend that you schedule an immediate screening.Skin cancer · Mohs surgery

AcneAdvanced acne treatments for teenagers and adults.Acne treatment

Rashes, eczema and psoriasisDiagnosis and treatment of disorders of the skin, hair and nails.Clinical dermatology

Hair loss and nail problemsFind out what is behind a change in your hair or nails.Hair loss

Cosmetic treatmentsLaser skin resurfacing, chemical peels, Botox and fillers. Which are offered hereCosmetic dermatology

ChildrenWhether children are seen here, and from what age

Is Mohs surgery done at this office, or referred to another?

Insurance at this office

We accept Medicare, Medicaid and Tricare.

The other plans taken in Kissimmee. Some Medicare Advantage plans apply only at named offices, so list them here.

Se habla español

Which staff here speak Spanish

Información en español

Getting here

Our Kissimmee clinic is south of W. Irlo Bronson Memorial Highway (U.S. 192), about 3/4 mile east of the Osceola Regional Medical Center, at 725 East Oak St.

Where to park

Open in Google Maps

725 East Oak St.

What Kissimmee patients say

★★★★★A real review from this office's Google listing

★★★★★A real review from this office's Google listing

★★★★★A real review from this office's Google listing

Read all 255 reviews on Google · Leave a review on Google

Common questions

Do I need a referral?

Answer in the practice's words

How soon can a new patient be seen?

Answer in the practice's words

What should I bring?

Answer in the practice's words

How long is a skin check?

Answer in the practice's words

Do you offer video visits?

Answer in the practice's words

Other offices nearby

Hunter's CreekCelebrationSt. CloudPoinciana

Ready to be seen in Kissimmee?Book online, day or night.

Book at Kissimmee

Associates in Dermatology · 725 East Oak St., Kissimmee, FL 34744 · 13 offices across Central Florida

Behind the page, the code would tell Google this is a medical clinic, with its hours, map position, phone, clinicians and a link to its Business Profile. Today it says "Kissimmee Office", an address and the 800 number.

"Dermatologist Kissimmee" is searched about 880 times a month in the region and you already sit around third. The same layout serves all 13 offices.

A new page for Orlando

"Dermatologist Orlando" is searched about 3,600 times a month in the region. You have no page that answers it. Google fills the gap with your list of 13 offices, which it showed 601 times in five days for searches naming Orlando. 2 people opened it.

The list of 13 also describes itself to Google with two towns that are not on your site:

New page An Orlando page as a patient would see it. Yellow marks are details only the practice has.

dermorlando.com/locations/orlando-dermatologist/

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Home / Locations / Orlando

Dermatologist in Orlando

Two offices in Orlando and 11 more around it. Pick the one nearest you and book online.

Find my nearest office

Our Orlando offices

West Sand Lake Rd.

Dr. Phillips 7932 West Sand Lake Rd., Ste. 202, Orlando, FL 32819 Local phone number · Hours ★★★★ 4.3 from 214 Google reviews Next new-patient opening shown live Book at Dr. Phillips

Lake Underhill Rd.

East Orlando 7824 Lake Underhill Rd., Ste. J, Orlando, FL 32822 Local phone number · Hours ★★★★ 4.2 from 164 Google reviews Next new-patient opening shown live Book at East Orlando

Close to Orlando

Live or work just outside the city? These offices are a short drive.

OcoeeApopkaAltamonte SpringsHunter's CreekKissimmee

What the Turkey Lake Road office is, and whether it belongs here

Who you will see in Orlando

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Clinician name, credentialDr. Phillips or East OrlandoProfile · Book with them

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Clinician name, credentialDr. Phillips or East OrlandoProfile · Book with them

Photo

Clinician name, credentialDr. Phillips or East OrlandoProfile · Book with them

What we treat

Skin checks and skin cancerEarly detection allows most skin cancers to be successfully treated using minimally-invasive options.Skin cancer

Mohs surgeryWhich Orlando office does Mohs surgeryMohs surgery

AcneAdvanced acne treatments for teenagers and adults.Acne treatment

Rashes, eczema and psoriasisDiagnosis and treatment of disorders of the skin, hair and nails.Clinical dermatology

Hair lossFind out what is behind a change in your hair.Hair loss

Cosmetic treatmentsLaser skin resurfacing, chemical peels, Botox and fillers.Cosmetic dermatology

Insurance

We accept Medicare, Medicaid and Tricare.

Other plans accepted at the two Orlando offices

What Orlando patients say

★★★★★

Two real reviews, one from each office's Google listing

Read reviews on Google

Common questions

Which office is closest to me?

Answer in the practice's words, by neighbourhood

Do I need a referral?

Answer in the practice's words

How soon can a new patient be seen?

Answer in the practice's words

See a dermatologist in OrlandoChoose an office and book online.

Find my nearest office

Associates in Dermatology · 13 offices across Central Florida

The practice facts sheet

Most of the yellow marks in this audit are facts the practice already knows and has never written down in one place. The site says 13 offices in one spot and 17 in another. The Business Profiles disagree on names and categories. One sheet fixes that at the source.

Keep it as one spreadsheet with three tabs. Name one person who owns it. Every page, every Business Profile and the code behind the site are then copied from it, so they always match. Each row has a "last checked" date.

Who is searching, and what each of them finds

People look for a dermatologist for different reasons. We grouped 283 searches from the Orlando region by the person behind them, then looked at what your site offers each one. Monthly figures are for the Orlando region.

Google does not report volumes for many health searches, so "not reported" means unknown, not zero. Searches that name a town or say "near me" are the ones most likely to become a booking.

Three readings from this table:

• Most people do not search by condition. A parent of a teenager with acne and a retiree due a skin check both type "dermatologist near me". They arrive on the same page with different questions, so the office page has to speak to each of them in a line or two and send them on.
• Cosmetic is the largest group you are absent from. Searches for a cosmetic treatment that name a place add up to about 9,100 a month. Med spas hold the map for these. Whether to compete there is a business decision for the practice.
• Demand for a dermatologist is flat all year. Worry about the sun builds from March to June. Booking pages matter every month, and symptom pages should be in place by March.

Your 13 Google Business Profiles

When someone searches "dermatologist near me", Google shows three map listings above everything else. Those come from the Business Profiles, their reviews and their settings, not from the website. We viewed all 13 as the public sees them on 4 October.

Map results were checked once per town on 4 October, as a phone in Orlando would see them. They shift with where the searcher stands. Openings are the first day the public scheduler offered a new patient in October, so they show the pattern and not true capacity.

• Every listing opens the homepage at its old insecure address. None opens its own office page, and none carries a tag that would let you count map visits separately.
• No listing has a booking link. Google lets a profile link straight to a scheduler. Each office already has its own scheduler address.
• Every listing shows the 800 number. The most repeated complaint in your reviews is reaching the practice by phone.
• Three listings are filed as "Skin care clinic" where the other ten say "Dermatologist": Celebration, Davenport and Dr. Phillips. Category is one of the things Google uses to decide who appears for "dermatologist".
• There is a 14th listing at 9430 Turkey Lake Rd, Orlando, with 58 reviews, a local phone number, no website and no hours. It still receives reviews and replies. It is not on your site.
• Names and addresses vary. East Orlando and Ocoee carry a town suffix the others lack, capitalisation differs, and the Celebration listing shows a Kissimmee address.
• Several negative reviews have no reply at Celebration, Kissimmee, Poinciana and Hunter's Creek. The replies that exist follow one template.
• In five of the eight towns where you make the top three, yours is the lowest rating of the three.
• You are missing from the top three for Orlando, Clermont, Davenport and Mount Dora, and for every treatment search we checked.

Booking, the phone and what gets counted

The scheduler

• It books with a "Team" for each office. A patient cannot choose a clinician, and people do search for your clinicians by name.
• A new patient is offered one reason for the visit, "New Patient". There is no way to say skin check, acne, or cosmetic, so the office learns the reason at the door.
• Openings differ widely by office. Celebration and Poinciana had space the next day. Dr. Phillips had two days in the month. Hunter's Creek and Mount Dora showed none.

The request form

• The form on the appointment page and in the footer asks for a preferred day and half-hour, then says a representative will call during business hours. "Existing patient" is ticked Yes before the visitor touches it.
• The video visit page, at an address misspelt as "teleheath-request", has six words on it.

The phone

One 800 number serves 13 offices, on the site and on every listing. Your careers pages are hiring call centre schedulers, and reviews mention trouble getting through. If calls go unanswered, more search visits will not become more patients, so this is worth knowing before any other work is judged.

What gets counted

The site does count visitors, but only some of them. A cookie banner covers the bottom of every page. Counting starts only when a visitor taps "Accept All". We tapped it on 5 October and this is what loaded:

Correction to the first version of this audit, which said no counting was found. It read each page before the banner was answered, when none of these tags are present.

What this means for the practice:

• Someone set these up. The first question is who can log in to the Google Analytics account, and whether anyone reads it.
• Visitors who ignore the banner are not counted, so the totals will be low. That is the right behaviour for a medical site. It means the numbers show direction, not a full count.
• We could not confirm that bookings, phone taps or sent forms are counted. Those three are what tell you which offices and pages bring patients.
• A Facebook pixel and an ads tag on a medical site are a privacy question for whoever advises the practice.

The blog is your most-shown section and your least-visited

Posts about celebrities and news are 40% of everything Google shows from your site where the search is known, and 3% of visits. Searches for a dermatologist in a named place are 8% of showings and 27% of visits.

Five days, 28 September to 2 October.

Why these posts are seen and not visited

• The readers are everywhere. 38% of showings come from outside the United States and produce under 9% of visits. Someone in Jakarta reading about Bob Marley will not book in Kissimmee.
• They sit at the foot of the first page, where few people tap. They are long, well sourced, and on a medical site that has published since 2012, which is why they rank at all.
• The answer comes late. The Bob Marley post spends three paragraphs on a film's box office before it names the cancer.
• Every post ends with the same button, which opens the list of 13 offices. A reader worried about a dark streak under a nail gets the same next step as a reader of a holiday greeting.

What is in the blog

115 separate posts. 58 are dated before 2019. Nothing needs deleting: the old posts do no harm and a few carry press mentions worth keeping.

The posts worth rebuilding are the ones a local patient with a real worry might be reading: the nail posts, the skin-of-color posts, shingles, and the Bob Marley post. That last one is the site's only piece on melanoma under a nail. The topic that matches your patients most closely is "is this spot something to worry about", and your warning signs page is 159 words.

Your most-seen post, rebuilt with a doctor's name on it

Google showed the Bob Marley post 17,067 times in five days. 15 people opened it. Nothing on the page says who wrote it or who checked it, and its one button opens the list of offices.

Times Google showed this post in five days17,06715 visitsThat is fewer than 1 visit for every 1,000 showings.

Rebuilt page The whole post as a reader would see it. The words are yours, put in a new order. Yellow marks are for Dr. Steppie or the practice to supply.

dermorlando.com/blog/bob-marley-toenail-melanoma

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Blog / Skin cancer

How Bob Marley Died of a Melanoma Under His Toenail

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Medically reviewed by Michael Steppie, MD, Medical DirectorReviewed date he reviews it · First published February 29, 2024 · Written by the Associates in Dermatology staff

Bob Marley died at age 36 from acral lentiginous melanoma (ALM), a rare form of melanoma skin cancer. It began as a dark lesion under a toenail on his right foot and was first taken for a bruise from a soccer injury. He died four years after the diagnosis.

At a glance

• The cancer was acral lentiginous melanoma, or ALM.
• It started under a toenail and was first misdiagnosed as a soccer bruise.
• ALM is the leading cause of melanoma in patients of color.
• Check your palms, the bottom of your feet, and under or around your nails every month.

In this articleWhat kind of cancer did Bob Marley have?Why was it missed?What does melanoma under a nail look like?How to spot skin cancer on skin of colorHow to protect your skinWhen to see a dermatologist

What kind of cancer did Bob Marley have?

Acral lentiginous melanoma. Unlike most melanomas, it is not tied to the sun.

"While it is true that most melanomas are caused by UV exposure from sunlight or tanning beds, ALM develops on hairless skin like under the nails, on the soles of the feet, or on the palms of your hands."Dr. Michael Steppie, Mohs cancer surgeon and medical director of Associates in Dermatology

Although subungual melanoma (melanoma under a nail) is rare overall, ALM is the leading cause of melanoma in patients of color.

Why was it missed?

A dark lesion under a toenail on his right foot was initially misdiagnosed as a bruise from a soccer injury. According to the Skin Cancer Foundation, Bob Marley refused the recommended treatment, which would have included the surgical removal of his toe, and opted instead to remove the nail bed and cancerous tissue below.

The melanoma metastasized to other areas of his body (brain, liver and lungs), ending the musician's life much too soon.

"Bob Marley's premature death should serve as a reminder of the deadly nature of this indiscriminate skin disease," says Dr. Steppie.

What does melanoma under a nail look like?

Dr. Steppie to add, in his own words: what he looks for under a nail and how it differs from a bruise. The current post never answers this, and it is the question the reader arrived with.

A photo from the practice, with the patient's consent, or a licensed clinical image with its source named

Book a skin checkWorried about a mark under a nail? Choose your office and book online.

How to spot skin cancer on skin of color

If you have skin of any color, you can develop skin cancer. Although skin cancers are less prevalent in non-white ethnic groups, it is most often diagnosed at a later stage with a worse prognosis.

Squamous cell carcinomaIn skin of color, most common in African Americans and Asian Indians. It often develops from a scar or burn and grows rapidly.Look forA scaly red patch, an open sore that can crust or bleed, or an elevated wart-like growth. In people of color it is often seen in a non-sun-exposed area like lower body parts.

Basal cell carcinomaIn skin of color it presents as a black pearly translucent bump or skin growth. Due to pigmentation, it may not be as apparent in dark skin types.Look forBasal cell carcinomas are normally linked to UV exposure and seen on sun-exposed areas of skin.

MelanomaNot that common in skin of color, but can be fatal if not discovered and treated early. It begins in the cells that produce skin color (melanin).Look forAny new or unusual black or brown spot, or changes to an existing mole, with irregular edges that are notched, ragged or blurred.

In people of African descent, it is crucial to routinely check the palms, bottom of the feet, and under or around the nails for acral lentiginous melanoma.

Basal cell carcinoma, squamous cell carcinoma and melanoma often hide on your extremities, eyes, ears, nose, or scalp.

How to protect your skin

"While skin cancer is less common in people of color, it is often more dangerous as people with darker skin may not catch it in the early stages when the disease is most treatable. Plus, patients may not recognize cancers on darker skin."Dr. Michael Steppie

Since skin cancer is often painless, you may not notice it unless you look for it. This means a monthly self-check is an important and potentially life-saving exam for people of any skin tone.

The most important step for preventing skin cancer is protecting skin from damaging ultraviolet sources of light, including both the sun and tanning beds. If you're going to be outside or otherwise exposed to sunlight, know your skin type and protect it from damage.

When to see a dermatologist

Should you notice something new, changing or unusual anywhere on your skin, it's time to contact a dermatologist.

About Bob Marley and One Love

Released on Valentine's Day 2024, the movie One Love follows the making, release and tour of Marley's ninth studio album, Exodus, produced with his Jamaican reggae band the Wailers. Forty years after his death, the king of reggae is still widely regarded as one of the most influential and iconic musicians of all time.

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Medically reviewed by Michael Steppie, MD Medical Director, Associates in Dermatology Assistant Professor of Dermatology, University of Central Florida College of Medicine Licensed physician in Florida since 2003 Board certification, worded exactly as his certifying board states it The offices where he sees patients Read his profile · Book with Dr. Steppie

SourcesSkin Cancer Foundation, on Bob Marley's diagnosis and treatment. Link to the exact pageA source beside each figure Dr. Steppie keeps

Keep reading

Nail Changes Reflect Your Dermatologic HealthRead the post

The Vital Role of Skin ColorRead the post

Skin cancer care at Associates in DermatologySee the page

Noticed something new or changing on your skin?13 offices across Central Florida. Choose yours and book online.

Book a skin check

Associates in Dermatology · 13 offices across Central Florida

Three sentences for Dr. Steppie to check first

A reviewer line is a promise that a doctor read the page. These are in the current post and are his call. The rebuild leaves them out until he decides.

1. "More African Americans, Asians and Latino people die of melanoma than whites." Published figures are usually given as lower survival rates in these groups, which is a different claim.
2. "On skin of color, 90% of basal cell carcinoma lesions occur on the head or neck." It needs a source beside it.
3. "It is not clear as to why skin cancer incidence has grown dramatically in recent years." It needs a source, or to come out.

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": ["MedicalWebPage", "Article"],
      "headline": "How Bob Marley Died of a Melanoma Under His Toenail",
      "datePublished": "2024-02-29",
      "lastReviewed": "TO CONFIRM: the date Dr. Steppie reviews it",
      "author": { "@id": "https://www.dermorlando.com/#organization" },
      "reviewedBy": { "@id": "https://www.dermorlando.com/providers/michael-steppie-md/#person" },
      "about": { "@type": "MedicalCondition", "name": "Acral lentiginous melanoma" }
    },
    {
      "@type": "Person",
      "@id": "https://www.dermorlando.com/providers/michael-steppie-md/#person",
      "name": "Michael Steppie",
      "honorificSuffix": "MD",
      "jobTitle": "Medical Director",
      "image": "TO CONFIRM: a real photo",
      "worksFor": { "@id": "https://www.dermorlando.com/#organization" },
      "affiliation": { "@type": "CollegeOrUniversity",
        "name": "University of Central Florida College of Medicine" },
      "hasCredential": [
        { "@type": "EducationalOccupationalCredential",
          "credentialCategory": "license",
          "name": "Florida medical licence ME88443" },
        { "@type": "EducationalOccupationalCredential",
          "credentialCategory": "certification",
          "name": "TO CONFIRM: in the certifying board's own words" }
      ],
      "identifier": { "@type": "PropertyValue", "propertyID": "NPI", "value": "1942290499" },
      "sameAs": [
        "https://www.linkedin.com/in/michael-steppie-md-73a381b8/",
        "https://npiregistry.cms.hhs.gov/provider-view/1942290499"
      ]
    }
  ]
}

Doctors and trust

Patients choose a person as much as a place, and Google holds health pages to a higher standard on who is behind them.

• The site names one clinician. The About page describes Dr. Michael Steppie. No other doctor, physician assistant or nurse practitioner has a page, and there is no "our providers" section. A 13-office practice presents itself as one person.
• People search for doctors by name. More than a dozen different doctor names were searched and led to your site in five days. We cannot say which are your clinicians, because the site does not list them.
• Posts are unsigned. On recent posts the doctor's name is in the page title where a byline should be. 12 of 115 posts carry anything like a byline. None says who reviewed it or when.
• Treatment pages name no clinician. 11 of 29 mention a credential at all, and each ends with a disclaimer.
• The credentials exist. A university faculty post, the Skin Cancer Foundation's Amonette Circle, a pathology lab with CAP accreditation, a published vitiligo study, and nearly 3,000 words of press mentions. They sit in one About paragraph, an "In the News" page and old blog posts.
• The dermatopathology page says "board-certified experts" and names nobody.
• The sourcing in posts is good. They cite the Skin Cancer Foundation, PubMed and the American Academy of Dermatology. Keep doing that.
• 58 pages link out to steppiemd.com, the skincare shop. Each one sends a reader away from the practice site.

What a clinician page holds

The best example nearby is Schweiger's page for Dr. Dean Goodless: education and training, experience, memberships, certifications, both of his offices with maps, and a booking link that is his alone. None of the competitors publishes proper credential code, and none puts a reviewer on a treatment page, so doing both would put you ahead of every practice we read.

To prepare, we looked up public licence and board records for the physicians tied to your addresses. Public registries are often out of date, and some list people who may have moved on. Before any name or credential goes on a page, the wording should come from the clinician and be checked against the state licence record.

The referring physicians page

It is 108 words, a form and a fax number. For a practice that accepts Medicare and does skin cancer surgery, referrals from primary care may bring more new patients than Google does.

A referral coordinator wants to know which offices do Mohs surgery, which plans each office takes, how soon a patient is seen, what to send, and a direct line. The page answers none of those. If referrals are a large share of new patients, this page deserves more attention than the blog.

Who you are up against, and on what

We measured how strongly other websites link to each practice (a score out of 100) and how many sites link in.

Link strength is Ahrefs Domain Rating, read 4 October 2026.

• Among independent practices you are mid-table. Knight and Downtown hold the Orlando map with weaker sites than yours. What they have is reviews and ratings.
• The chains are in a different class on links. You do not need to match them. Where a chain wins a town, it is with a fuller office page or a listing with over a thousand reviews.
• Sand Lake wins Orlando treatment searches with one office. It has about 25 pages on individual treatments and conditions, a long staff page with each doctor's training, and 1,586 reviews. Its booking is a form and a phone number.
• In the ordinary results you are already competitive. You were in the top three for 5 of 22 searches we checked. Only Sand Lake did better.
• Speed is not what separates you. Your homepage scored 70 on Google's phone speed test, Sand Lake 65 and Schweiger's Celebration page 40.

Links you have earned and may not hold: the university faculty pages, the American Academy of Dermatology's finder, the Skin Cancer Foundation, the CAP accredited-lab directory, a profile for each clinician on the health directories, chambers of commerce in 13 towns, and the press already listed on your news page.

Technical findings

Nothing on the site is broken. All 205 pages load, and no page is hidden from Google by mistake except the one noted below. These are the findings, with the ones that touch patients first.

Most of these are changes to a shared layout, so one fix covers every page of that kind. The site runs on its builder's own system, so who can make each change depends on the access you have, which is one of the questions at the end.

On Google's 1 October guidance: the new wording asks that a page's main content show effort, originality, skill and accuracy, and that authorship is not misstated. It does not require anyone to label content as written with AI, whatever some commentary says. The parts that apply to you are named reviewers, verifiable credentials, real photos of real people, and medical statements a clinician has checked.

Two routes from here

What can change on the site you have

The Business Profile links, categories, booking links and review replies. The facts sheet. Where the booking buttons lead. The text on the 13 office pages, an Orlando page, the warning signs page and the referring physicians page. Titles and descriptions. Counting. The two address fixes. Reviewer lines, if the blog layout can be edited.

What a newer site would add

Some of what the practices beside you have is hard to add to an older system built by one company. A rebuild is a larger decision and this audit does not depend on it. If you weigh it, these are the gains:

• A page for every clinician, tied to the offices they work at and to their own booking link.
• One office layout with hours, clinicians, insurance, reviews and questions, filled in 13 times.
• A booking button on every page that opens the scheduler for the nearest office.
• Reviewer lines and credential code on every post and treatment page.
• Pages that hold still as they load and pass accessibility checks.
• The ability for your own staff to change a title, a paragraph or a clinician without a request to a vendor.
• Content you can take with you.

The first list stands whichever way that decision goes.

The order we would work in

1. Point each Business Profile at its own office page, add its scheduler link, set all 13 to "Dermatologist", and settle the Turkey Lake listing.
2. Start the facts sheet, Offices tab first.
3. Get counting in order. Find the Google Analytics login, count scheduler taps, phone taps and sent forms, and ask the scheduler provider for bookings by office.
4. Send every booking button to the scheduler, through an office chooser, on the homepage, the posts and the treatment pages.
5. Rebuild the office pages, starting with the offices that have open appointments and real search demand: Kissimmee, Clermont, Apopka, Celebration and Poinciana. Add an Orlando page.
6. Turn review requests toward Google and reply to every review, lowest-rated offices first.
7. Publish clinician pages, from a roster and wording the practice supplies.
8. Add reviewer lines to the posts patients read, beginning with the seven most-shown, and expand the warning signs page before March.
9. Rewrite the referring physicians page.
10. Work through the technical table, the two address fixes first.
11. Decide on cosmetic. If the practice wants those patients, the treatment pages need the same care as the office pages.

Steps 1 to 3 come first. The first two need no change to the website, and the third makes everything after it measurable.

What only you can tell us

• The current list of clinicians, which offices each works at, and their credentials in their own wording.
• What the Turkey Lake Road listing is.
• Who has owner access to the 13 Business Profiles, and whether you can share it.
• Whether you have your own login to edit the site, and what it lets you change.
• What share of new patients come by referral from another doctor.
• Which offices want more new patients and which are full.
• How calls to the 800 number are handled, and how many go unanswered.
• Which patients you most want more of: skin cancer, general dermatology, cosmetic, or all three.
• Whether children are seen, and which offices have Spanish-speaking staff.
• Whether "dermatologist Orlando" is a search you want to win, given two of 13 offices are in Orlando itself.

What we could not see

• More than five days of Search Console. Places and shares will move as it fills in, and we will re-read it before any work is measured.
• The inside of the Business Profiles: how many calls, direction requests and website taps each one gets.
• Photos, full hours and services on each profile.
• The inside of your Google Analytics account and Tag Manager containers.

Sources: a read of all 205 pages on 1 October 2026 with key findings re-checked on 4 and 5 October; Search Console for 28 September to 2 October 2026, pulled 5 October; search volumes for the Orlando region (September 2025 to August 2026); 22 Google result checks for Orlando on 4 October; the 13 public Business Profiles and the public scheduler on 4 October; public pages of seven competing practices; Google's PageSpeed test; Ahrefs link data; the Florida licence lookup and the national provider registry. Prepared by VS3 for Ryan Handley, Associates in Dermatology.