About White Coat SEO

The doctor-led growth partner for specialist clinics.

I'm Dr James Davidson, a former NHS doctor. White Coat SEO runs growth for specialist clinics the way medicine taught me: diagnosis first, then treatment, held to the standard you already give your patients.

Dr James Davidson FounderFormer NHS doctorMBChB

01 Client per niche, per area

Take us on and your local competitors get a no.

10 Across the team

Ten people across the team, including freelance writers and specialists. Writing, editing, graphics, web, technical and ops.

100% Snake oil free

No guarantees, no vanity metrics, and risks put in writing even when a client pushes.

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What we do

SEO for clinics, from people who've worked in medicine.

Patients choose on trust, so trust is what we build. Three places decide it:

01 What Google can verify about you

Your credentials, your reviews, and your coverage in places Google checks for itself.

02 What patients read about you

Your pages, your reviews, and the publications they already trust.

03 What AI tells patients about you

When someone asks ChatGPT or Google's AI for a specialist, the answer should name you, and get you right.

Capabilities

Four things we do for clinics

SEO strategy and implementation

Strategy first, then the work itself: your site, your Google profile, reviews, and getting you quoted in publications patients trust.

AI Search (GEO)

When a patient asks ChatGPT or Google's AI who to see, the answer should describe you accurately and recommend you. We make what the web says about you consistent, and we measure what the AI actually says.

Website development

Design and build done by us, with real development capability inside the retainer, so fixes ship instead of joining someone's backlog.

Automation

Lead handling, follow-up and the systems behind the front desk, so enquiries stop leaking between your website and your diary.

The team

About the White Coat SEO team

Dr James Davidson

FounderMBChBFormer NHS doctorFounder of MedCourse

Diagnoses and directs every account: the strategy, the testing and the technical work.

Frank Oldham

SEO & delivery

James's right hand: market research, QA, uploads, web design and email marketing. Keeps every project moving from brief to live.

Hafsa Raja

Writer & editor

Biosciences researcher turned SEO editor. Briefs every page, leads the writing team, which includes practising healthcare professionals, and edits what comes back so nothing gets lost between the strategy and the draft.

Hemali Shah

Medical writer

A medical writer and a US dermatology resident, so the medicine on the page is written by someone who practises it.

Savannah Campbell

Medical writer

A US board-certified family medicine physician who writes patient-facing content with the judgement of someone who sees patients every day.

Shafqat Abbas

SEO & research

Healthcare SEO specialist behind the research and technical work driving each clinic's visibility - backed by a Pharmacist background few SEOs can match.

Joeshcin Ashley

Graphic designer

Based in the Philippines. Produces the visual work behind each clinic's pages and brand assets.

Boutique & flexible

Small on purpose.

A two-person core runs every account, drawn from ten people across the team, including freelance writers and specialists, under my direction. I read every account myself, and your account is never handed to an offshore junior with a checklist.

We take one client per niche in each area, so we're never working against you. And the retainer flexes with the need: if press coverage, a rebuild or ads matter more this quarter than new pages, we move the resource.

Philosophy & approach

Four positions that decide how we work.

Diagnose before we treat

We prescribe the way I practised: from the diagnosis. If Google already trusts your site, we say so, and your budget goes where it will actually bring patients.

Evidence over habit

We work in sprints of three to six months, measured at both ends, and we test rather than guess: run both versions, keep the winner. When the evidence says change course, we change course. That has meant moving budget into ads, and rebuilding a website mid-engagement.

The SEO that works now

Four blog posts a month and a rank report worked when Google took your word for it. Search now checks your claims against the evidence it finds everywhere else, so that is where we work: making what the web says about you consistent, wherever patients and AI look.

Nothing clinical is invented

We know the rules you're held to, from the GMC's good practice guidance to HIPAA and US health privacy law. Facts come from you or from a source we can show you, and anything missing gets flagged for your input rather than filled in.

How this started

Trained in medicine. Built a business that lived or died on search.

I spent five years as a hospital doctor in the NHS. An exhausting stretch on the COVID frontline made me step back and ask what I actually wanted. I loved medicine, but I couldn't find much creativity in the day-to-day, and I was burning out. So I left hospital medicine and built MedCourse, a medical education startup, with friends and colleagues.

MedCourse needed users, and while working out how to bring them in I found my brain clicked with SEO. It just makes sense to me.

250× Traffic growth on an orthopaedic surgeon's website. The first client project, and the one that turned the sideline into the business.

I had a knack for the work, and for getting the right people in the right place to do it properly. The same work has since built seven-figure pipelines for national medical education brands.

White Coat SEO is for high-value specialist clinics run by people who practise good medicine. Most clients arrive on a recommendation, usually after a cheaper agency has let them down.

Dr James Davidson Founder · Connect on LinkedIn →

If a tactic won't bring the right patients through the door, we don't run it.

Find out where you actually stand.

The free check takes 60 seconds. If you want the results read properly, book the hour with me.

Run the free visibility check Free, 60 seconds, instant results.

Book a diagnosis call · £149 / $199 Sixty minutes on what will actually move the needle. Credits toward a retainer if we go on to work together. Not ready for the hour? Book a discovery call · free, 15 min.

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