Hours and out-of-hours cover between them are half the visibility. Bank holidays, Sundays and late openings kept accurate decide the visits at exactly the times when everyone nearby has shut.
Service pages are the quiet niche. Vaccinations, travel clinic, blood pressure checks, ear irrigation: each gets searched separately, has very little competition, and brings people who then stay.
The seasons can be planned here better than in almost any other trade. Hay fever from March, travel health from May, flu from September, winter ailments from October: the page goes live before the wave, not during it.
The clinical services are the newest and most underserved searches of all. "Sore throat pharmacy" and "UTI treatment without GP" are typed constantly and answered by hardly anybody.