Google likes Organic SEO now.

Much more natural informative verbiage on your site. Every picture has a description embedded and all socials pointing to your site.

The days of keywords embedded are over IMO.

Couple things first and foremost are your Nextdoor App, Google Map and Apple Map, insurance you accept sites, socials pointing to your business, and etc.

Might need to think silly terms as well to set yourself apart. Things a layman would search beyond Urology.

Just my thoughts. I’m not a SEO’smith by trade but I built my wife’s salon site and my family business site myself. All in which I was able to cut out paying Google Ads and someone else that would need to modify the backend from time to time.