Are you a chiropractor looking to bring in more patients through search engine optimization (SEO)? Do a quick Google search and check if you can see your practice on the first page when you key in “chiropractic care near me,” or “best chiropractors + city where you are located.”
If you are not listed on the first page, you are losing business to your competitors. Here’s an interesting statistic: there are more than 70,000 chiropractors in the United States, and around 2,500 new ones join the workforce annually. It’s safe to assume competition is fiercer than ever.
As more chiropractors open practices, ensuring your business stands out can make the difference between thriving and just getting by. Fortunately, this is where chiropractic SEO comes in.
Best Chiropractor SEO Practices to Bring Patients to Your Door
Increase your organic search, be a step ahead of the pack, and turn website visitors into chiropractic appointments by keeping the following best SEO chiropractor practices and digital chiropractic marketing ideas in mind:
To find the right keywords, focus on the list of keywords that reflect the services you offer. For instance, some of the most common chiropractic keywords include “neck pain treatment,” “spinal decompression” and “chiropractic adjustment.” If you have a long list of keywords to target, creating a free account in Google AdWords is ideal.
If you are just starting out and your marketing budget is limited, you would be happy to know you don’t have to spend money on an advertising campaign right away. Your Google AdWords account will give you access to the Google Keyword Planner. The tool allows you to check how much traffic specific keywords drive.
The Google Keyword Planner will also suggest other related keywords that might not be on your list. From there, you can narrow down your list accordingly. To determine which keywords should make it to your final list, you must keep in mind that all keywords fall into two basic types: buying intent and research intent.
1. Buying intent keywords: These keywords often indicate the prospect is ready to make a purchase. Case in point: let’s say someone searched for “pediatric chiropractor California,” it is likely that this person has a child in need of chiropractic care and is looking for the right professionals for the job.
If you are looking to generate quick conversions, focusing on buying intent keywords is ideal. It is also recommended that you create service pages around the keywords and feature them on your homepage.
2. Research intent keywords: Those who use research intent keywords are “just looking.” While they are likely to use your services at one point or another, they are not ready yet. Research intent keywords are not always a priority as they won’t drive fast conversions.
Once you have identified the keywords you want to focus on, you need to optimize them in two places—your website and Google My Business page.
To optimize your website, you need to focus on your core pages like your service page and homepage. Eventually, you also need to optimize your content pages like the FAQs and blogs.
Service Pages: Each of your primary services should have its own service page and should focus on buying intent keywords. It is also recommended that you optimize your service pages in the same manner as the homepage.
Homepage: One of the most crucial elements of the homepage is the title tag. It should also serve the same function as a chapter title in a book (ideal length is around 50 to 65 characters).
The meta description, on the other hand, should be around 100 to 150 characters. Your meta description should provide a clear overview of the services you are offering and should end with a call-to-action.
The headline (also known as the H1) should be brief, descriptive, and concise. Another significant element is the page copy, which contains a thorough description of your practice. Your page copy should be around five hundred to a thousand words.
In the page copy, make sure you can provide information about your background, core services, and anything else you would like the readers to know. It should also end with a strong call-to-action.
Think of your Google My Business page as a “mini website” that will provide a short summary of your practice. Ensure you also fill out all the sections accurately.
Verification: Claim your page successfully by following the instructions accordingly. A checkmark and the word “verified” should appear next to the name of your practice.
Categories: Under categories, you need to list down the service you are providing. For instance, aside from chiropractor, you can also choose sports massage therapist or reflexologist if you are also providing those services. You can list at least 3 to 5 categories.
NAP (Name, Address, Phone Number): You need to make sure that your business name, address, and phone number are identical and accurate across all web references. You can also distinguish your business from the rest by opting for a local phone number rather than an 800 number.
Images: This might not be common knowledge but images can increase engagement significantly. That said, consider adding photos of your office and your staff. Ideally, the size should be 10KB and 5 MB and the minimum resolution is 720px x 720px.
When crafting content for your blog, you need to ensure it can engage and educate your visitors. Start by providing answers to some of the things they might be concerned about. For instance, some of your visitors might be wondering what they can do when their neck hurts or what they can do to relieve back pain.
Other interesting content ideas you can look into include:
• Nutritional and lifestyle advice
• What they can expect from chiropractic sessions
• Strengthening and stretching exercises
• Simple tips and exercises for chiropractic patients
• Common chiropractic techniques and therapies
• Trending and breakthrough chiropractic therapies
The more engaging, informative, and inspiring your content is, the more likely your content will rank high on the search engines. Also, if you provide content your visitors find beneficial, the more they will trust your practice and see you as a reliable source for quality chiropractic care.
Tracking your results is crucial, so you will know if your campaign is working. It is also vital so you will know if there’s anything in your strategy that needs tweaking. Three of the core metrics you need to track include:
Traffic: One of the best ways to track your website visitors or your site traffic is through Google Analytics. You can also see there the overall traffic reports and see which of your pages are drawing the most traffic. Check the reports at least once each month and see if you can find any patterns or trends.
Conversions: Conversion is a specific action you want the visitors to make. Google Analytics can also track telephone and web conversions. You will also have access to pages that have the highest and lowest conversion rates.
Ranking: To check how well a specific page ranks, you can use Google Search Console (formerly known as Google Webmaster Tools). This is a free tool your webmaster can install. If you want to have a thorough understanding of your rankings, you have the option to switch to a paid tool so you will have access to more critical data.
Chiropractic SEO will entail some experimentation, so don’t hesitate to tweak your strategy when needed. While there’s no shortage of powerful SEO practices you can use to entice customers, the techniques above should get your efforts off to a superb start.