There are 1000s of details to address and when done in a precision process they will produce superior results over a period of time.
Attracting targeted traffic is more important than just bringing visitors. Specifically avoiding bad traffic is almost as important as bringing quality organic visitors who are more likely to be potential patients.
Don’t make the mistake of trying this on your own. If you are a an urgent care center or medical provider, then your skills are best spent doing what you do. Leave the backbone to the experts. It’s a fun thing to learn and as a contributor and it can be interesting but it is something that is accomplished by unreal amounts of time, years, behind a computer analyzing what does and doesn’t work effectively.