Local SEO for Chiropractors

/Local SEO for Chiropractors
Local SEO for Chiropractors 2017-11-12T10:14:30+00:00

Chiropractors face immense challenges when attempting to draw in new patients. You might get some referrals from your network of medical professionals, but many people prefer to self-refer. When that happens, the patient generally runs a quick Google search and then calls the first chiropractor or two on the list. So to increase your patient list, you must find your way into that all-important top slot.

We will guide you through our proven, step by step process to boost your practice to the top of the rankings. But before we start, let’s take a look at why local SEO is a must-have for all chiropractors.

3 Reasons Chiropractors Should Invest in Local SEO

Goodbye Yellow Pages, Hello Google!

In the not too distant past, chiropractors seeking new patients could take out a Yellow Pages ad and wait for prospects to call. Times have changed, and today 97% of people seek out local businesses online. Google is by far the dominant force in online search.

Free Traffic:

Although its face has changed, advertising is still a massive expenditure for the majority of small businesses. If you raise your Google rankings, you will have a constant stream of free traffic that you need only convert to patients.

Snappy Results:

On average, national and international companies do not see much movement in their Google rankings for 6 months to a year. As a chiropractor, though, you have one huge advantage. You are competing only against other chiropractors nearby, not those located on the other side of the country. And many of your competitors are not using local SEO techniques. This means that you could reach the first page of Google local search results in as little as 30 days!

Step 1: Formulate Your Keywords

The first step is to develop a list of keywords that reflect your services. For example, you might list “chiropractic adjustment”, “spinal decompression”, and “neck pain treatment”. When you have a reasonably lengthy list, create a free account in Google AdWords.

You do not need to create or pay for an advertising campaign. The Google AdWords account allows you to access the Google Keyword Planner. This tool lets you input keywords to learn how much traffic they drive, and suggests additional related keywords that might not be on your list.

You can now narrow down your list. All keywords fall into 1 of 2 basic types:

  • Buying Intent: Buying intent keywords indicate that the prospect is imminently ready to make a purchase. For example, if someone searches for “pediatric chiropractor Portland”, she probably has a child who needs chiropractic work, and is seeking the right professional for the job.

    Your local SEO campaign should focus on buying intent keywords, since they drive the quickest conversions. Feature them on your homepage and create service pages around them.

  • Research Intent: Prospects using research intent keywords are “just looking.” They might use your services someday, but not yet. For example, someone searching for “do chiropractors give massages” might have some back pain, and is likely looking around to see who might help.

    These keywords should be of lower priority, since they do not drive fast conversions. Don’t get rid of them, though, as they are quite useful for FAQs and blogs. These posts introduce your practice to prospects who might remember you when they are ready to have work done.

Step 2: Optimize Your Keywords

Now you are ready to optimize for your final keywords in 2 places—your Google My Business page and your website. Here is what you need to do:

Google My Business

Your Google My Business page will appear in the “Map” section of Google local business results. Think of it as a mini-website that provides a brief summary of your practice and increases your overall presence online. It can also give you a speedy boost to your Google rankings, as it is much easier to achieve high rankings with a Google My Business page than with a website.

Accurately fill out all sections of your Google My Business page:

  • Verification: First, claim your page and follow the instructions for Google’s verification process. You know you were successful when a checkmark and the word “Verified” appear next to the name of your practice.
  • NAP: Your business name, address, and phone number (NAP) must be accurate and identical across all web references. Distinguish your business as local by choosing a local phone number instead of an 800 number.
  • Categories: According to Google’s rules, your categories must list services rather than results. For example, in addition to Chiropractor, you might choose Reflexologist and Sports Massage Therapist, if you provide those services. Try to list 3 to 5 categories.
  • Description: Your description is a 100 to 200-word overview of your practice that ends with a call to action. Try this format: {Name of Practice} offers quality {chiropractic and massage therapist services, or similar} in {Your City}. {Provide some information about your practice and/or why patients love you.} Call {Phone Number} today for 10% off your first appointment!
  • Hours: Make sure your hours of operation are updated, and are identical across the internet.
  • Images: Images can vastly increase patient engagement, so add a few photos of your office and your staff. Make sure your images have a sharp focus, are sized between 10KB and 5MB, and have a minimum resolution of 720px x 720px. We also recommend replacing the generic Google My Business background image with a branded image.

Website Optimization

Focus first on your “core” pages, or your homepage and service pages, optimizing them for your buying intent keywords. Later, you will shift your focus to optimizing your “content” pages, or blogs and FAQs, for your research intent keywords. Here are the basics:

  • Homepage: The title tag is the most important element of your homepage. It serves the same basic function as a chapter title in a book, and should be 50 to 65 characters in length. Try this: Chiropractor in {Your City} | {Name of Your Practice}.

    Next is the meta description, a 100 to 150-character overview of your main services that ends with a call to action. This format is a good choice: {Name of Practice} offers top-quality {pain relief and chiropractic care, or similar} in {Your City}. Call {Phone Number} today for 10% off your first appointment!

    Also known as the H1, your visible headline should contain your primary category. It must be both descriptive and concise. This format generally works well: {Chiropractor} in {City, State}.

    The last major element is your page copy, a 500 to 1000-word description of your practice. Provide some information on your background, briefly mention your core services, and close with a strong call to action. Double-check the copy to be sure it is well-written and edited.

  • Service Pages: Each main service needs its own service page, and each should be tightly focused on a buying intent keyword. Optimize your service pages in the same ways as your homepage.

Step 3: Develop Citations and Links

Now that the basic framework of your campaign is in place, you can develop citations and links. Both will boost your Google rankings and improve your reach.

  • Citations: A citation is an online directory listing of your business NAP (name, address, and phone number). There are numerous directories, including general national versions such as Facebook and yellowpages.com, general local versions such as your town’s Chamber of Commerce website, and even directories that are targeted to the medical industry in general and chiropractors in particular.

    Although many directories offer free listings, some require you to pay. Before making the investment, check Google Analytics to see whether the site is driving traffic and conversions.

  • Links: You must have inbound links from top-quality, credible sites to achieve the highest Google rankings. Build relationships online and face to face with companies that provide services that complement yours, such as general practitioners and pain clinics. When a relationship is cemented, ask to trade web links. You can see where your competitors are finding their links with a tool such as the Moz Open Site Explorer.

Step 4: Get Reviews

Online reviews play 2 very important roles: they let Google know that your business is legitimate, and they convince prospects to try your services. All review sites are helpful, but Google My Business reviews can provide the fastest rankings boost. Send your satisfied patients an email with a link to your Google My Business profile, and ask directly for a review. If you make this a habit, you will soon have an ongoing flow of recent reviews.

Step 5: Track Your Results

To learn how well your local SEO campaign is working, and identify areas that need tweaking, you must track your results. Focus on these 3 core metrics:

  • Rankings: Google searches are automatically customized to the user’s previous browsing activities. In order to find out how well a particular page actually ranks, you need to use a tool. Start with the free Google Search Console (formerly Google Webmaster Tools), which your webmaster can easily install. Check your rankings at least once per month.

    To understand your rankings in more depth, switch to a paid tool. We especially like the one offered by RankRanger.com. It gives you automatically updated information from all of your SEO campaigns, and tracks your Google My Business page alongside your webpages.

  • Traffic: The best way to track your traffic, or website visitors, is in Google Analytics. Besides overall traffic reports, you can learn which page draws the most traffic and even discover what percentage of your traffic is from Google search. Look at your reports once per month, with an eye toward finding any long-term trends.
  • Conversions: A conversion is a specific action that you want your website visitors to make. For a chiropractor, a common conversion is scheduling a discounted first appointment. In Google Analytics, you can track both web and telephone conversions, and find out which pages have the lowest and highest conversion rates.

Ready to Get Started?

Now you understand why local SEO is crucial for driving new patients to your practice. Work through the steps in order, and finish each one before moving on. Here is a quick recap of the 5 steps:

  1.    Keyword research
  2.    Keyword optimization
  3.    Citations and Links
  4.    Reviews
  5.    Tracking

Want Help with SEO?

At Main Street ROI, we specialize in helping chiropractors attract more local customers through Google. If you’d like help with your SEO, contact us for a free quote.

Click here to request a Free SEO Quote

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