When Your Name Is the Brand, You Don’t Need Any Keyword
Client Overview
Client Name: Dr. Ali Eqbal
Location: Australia
Field: Gastroenterology
Dr. Ali Eqbal approached me with a goal: he wanted his website and Google Business Profile to rank higher on Google and attract more patients.
Like many doctors, he initially wanted to rank for broad and competitive keywords such as gastroenterologist in Melbourne, endoscopy specialist, and colon specialist.
However, these keywords were highly competitive, and his website had no strong backlinks or previous on-page SEO work. Competing for these keywords would require significant investment and time.
The Challenge
When I analyzed the situation, I found that the keywords he wanted either had very low search volume or were extremely competitive.
However, I discovered that people were already searching for his name, “Dr. Ali Eqbal.” This presented a different and more effective approach.
The Insight
Instead of focusing on competitive service keywords, I realized that Dr. Ali Eqbal’s name was already a keyword with search demand. Google values direct brand searches because they indicate real-world recognition and trust.
I decided to shift the strategy completely from keyword-first SEO to brand-first SEO.
My Strategy
I focused on making Google clearly understand that Dr. Ali Eqbal is the official owner of his website and Google Business Profile.
1. Name-Focused SEO Optimization
I optimized the website around his personal brand:
- Added his full name in the SEO title
- Included his name in the meta description
- Placed his name naturally throughout the homepage content
- Mentioned his profession and location alongside his name
Now, when someone searches “Dr. Ali Eqbal,” Google connects the search directly to his official website.
2. Website Becomes the Main Authority
Before optimization, searches for his name often returned social media profiles, directories, and other third-party sites.
I ensured that his official website became the primary result, so patients land on a platform he fully controls. His website now ranks number one for his name searches in his area.
3. Schema Markup for Identity
I implemented structured data to define:
- His name
- Profession as a medical specialist
- Location
- Connection to the website
This helped Google recognize his website as the official online presence of Dr. Ali Eqbal.
4. Google Business Profile Alignment
I optimized his Google Business Profile with:
- Exact same name format as the website
- Accurate professional details
- Consistent branding
This created a strong connection between the search results, his website, and his business profile.
The Results
By focusing on his personal brand instead of competitive keywords, his website now ranks number one for his name searches. Patients are now visiting his official website instead of third-party platforms. His Google Business Profile is more visible, and he is receiving more direct patient inquiries.
This was achieved without heavy backlink campaigns or large-scale content efforts.
Key Lesson
Many doctors assume they must compete for high-volume service keywords to attract patients.
Sometimes, the most effective approach is to focus on your personal brand. If people are already searching for your name, optimizing your website and Google Business Profile around that name can make your official website the top result.
By using SEO titles, meta descriptions, schema markup, and Google Business Profile alignment, you can turn your name into your primary keyword and attract patients more efficiently.
