SEO Audit: Dr. Tan Nguyen / Upland Dermatology (Advanced Skin Clinic & Surgery)

Domain: uplanddermatology.com | Location: Upland, CA | Date: 2026-06-07 Prepared by: Lance W Pincock Consulting LLC for the Abundant Physician RPG cohort

Note: this audit is scoped to dermatology and cosmetic-skin search, the actual services this practice provides.

The Story in Three Sentences

You show up at #5 for "skin cancer screening" and "cosmetic dermatologist" in Upland, which means Google already knows you exist but ranks you below the fold. The two practices burying you (Pacific Dermatology Institute and Skin Physicians & Surgeons) each carry over 870 Google reviews against your 12, and that review gap is the single biggest reason you sit at #5 instead of #1. Your website is the thinnest in this cohort: only generic WebSite schema, no Physician or LocalBusiness markup, two pages returning a 404, and most service pages under 350 words.

1. Local Pack Visibility

Rank measured for a patient searching from Upland, CA across the six dermatology and cosmetic-skin queries that drive new patients. Live Google Maps data.

Query Your rank Verdict
skin cancer screening #5 On the board, below the fold
cosmetic dermatologist #5 On the board, below the fold
dermatologist — Invisible
acne treatment — Invisible
mole removal — Invisible
Botox — Invisible

Who patients see instead:

Business Reviews Rating Where
Pacific Dermatology Institute 1,015 4.6 Upland (in-town)
Skin Physicians & Surgeons 878 4.7 Upland (in-town)
Skin & Beauty Center 1,104 4.8 Pasadena (regional)
Comprehensive Dermatology Center 1,066 4.9 Pasadena (regional)

Your two in-town rivals are the real fight, and the gap is reviews. They are at 1,015 and 878. You are at 12. Close that gap and your existing #5 positions move up fast, because you already have the relevance Google needs.

2. Google Business Profile Gap

Live profile data

Field Dr. Tan Khac Nguyen, MD (you) Pacific Dermatology Institute (top rival)
Primary category Dermatologist Dermatologist
Total categories used (of 10) 1 Multiple
Average rating 4.4 4.6
Review count 12 1,015
Website linked Yes Yes

Two structural problems here. First, your profile is listed under your personal name with one category, so you are competing in exactly one search bucket. Second, 12 reviews is not enough volume for Google to trust you over a 1,000-review rival, no matter how good the care is.

Categories worth adding (you have nine open slots)

Skin care clinic, Medical clinic, Cosmetic surgeon (if applicable), Mohs surgery, and any cosmetic services you offer (laser, Botox). Each one is a separate bucket your rivals are ranking in and you are not.

Self-audit checklist (check your GBP dashboard, the API cannot pull these)

3. Website Health

Site crawl: 16 pages | Platform: custom | HTTPS: Yes | Sitemap: Yes

Site-wide checks (7 of 14 passing)

Check Status
HTTPS, robots.txt, sitemap, canonicals Pass
Phone visible on homepage Pass
Author byline present Pass
Organization / MedicalOrganization schema Fail
Physician / LocalBusiness schema Fail
FAQ schema Fail
Average page word count > 400 Fail
Image alt coverage > 70% Fail
Any "medically reviewed by" marker Fail
Any clinical citations Fail

Site average page score: 39.2 / 100

Top priority issues

Priority Issue Evidence
Critical Almost no structured data Only generic WebSite schema; no Physician, LocalBusiness, or MedicalBusiness markup anywhere
Critical Two pages return 404 /register-online and /newpageeaba7c2b
High Service pages are thin Cosmetic Dermatology 341 words, Surgical Dermatology 308, General Dermatology 336, Services 166 (target 600+)
High Homepage has 2 H1 tags Should be exactly one
Medium Image alt coverage low Our Doctors page at 33%
Medium Meta descriptions over length on most pages 162-187 chars, Google truncates at ~160

For a dermatology practice this is the biggest opportunity in the cohort: the rankings are already there at #5, and the website underneath them is doing almost nothing to help.

4. The One Page That Matters

You do not need a hormone page. You need to take your two existing #5 rankings to the top. Build or rebuild a single dedicated service page for your strongest near-miss: a /skin-cancer-screening or /cosmetic-dermatology page targeting "dermatologist Upland" and "skin cancer screening Upland."

Score it against this checklist before publishing:

5. Prioritized Action Plan

This week (free, internal, highest leverage)

  1. Fix the two 404 pages. Restore or 301-redirect /register-online and /newpageeaba7c2b.
  2. Launch a review push. Twelve reviews against 1,000-review rivals is the one thing keeping you at #5. Text your last 40 patients a direct Google review link.
  3. Add GBP categories: Skin care clinic, Medical clinic, and your cosmetic services. You are using one of ten slots.
  4. Fix the duplicate H1 on the homepage.

This month (needs content work)

  1. Add Physician + MedicalBusiness + LocalBusiness JSON-LD sitewide. This is your single biggest on-site gap.
  2. Expand the four thin service pages to 600+ words each.
  3. Add "Medically reviewed by Dr. Tan Nguyen, MD, on [date]" to every clinical page.
  4. Trim meta descriptions to ~150 characters.

This quarter (structural)

  1. Build the one page that matters (Section 4) for your strongest #5 query and push it to the top.
  2. Add FAQ sections with FAQPage schema to your top service pages.
  3. Establish a content cadence: 2 patient-education posts per month (skin cancer, acne, cosmetic procedures), each with author + reviewer markers.

What Was Measured

Site crawl (16 pages, 1 req/sec, robots.txt respected). Google Maps 3-pack, geo-biased to Upland CA, 6 dermatology and cosmetic-skin queries, live data. Google Places for GBP profile data. E-E-A-T rubric weighted for medical/YMYL content per Google's Search Quality Guidelines. PageSpeed Insights was rate-limited on this run and is not included.

Prepared by Lance W Pincock Consulting LLC for the Abundant Physician RPG cohort.

Prepared by Lance W Pincock Consulting LLC for the Abundant Physician RPG cohort. Confidential.