Here’s the deal:
Every business needs an SEO strategy in this day and age.
And when it comes to chiropractors, SEO is vital for bringing in new clientele.
Whether you like it or not, ranking on Google is one of the most effective online marketing strategies.
The truth is that people trust Google as much as patients trust chiropractors with realigning their joints.
Not all businesses are the same. So if you have a chiropractic practice, running a specifically-designed chiropractor SEO campaign will take your business to the next level.
Let’s jump into how your chiropractic practice can rank on Google and take advantage of the Internet.
Why chiropractors need online marketing
No matter what type of business you run, you’ve got to have a marketing strategy in place. This holds even more true for local chiropractors.
And in the current age, there’s one type of marketing that has already taken over:
Whether you’re a small business or a massive corporation, now is the time to go digital.
Traditional marketing mediums aren’t dead, but many of them are on their way out the door.
People are on the Internet more often than ever. With Americans alone spending an average of 24 hours per week on the Internet, it’s no wonder so many businesses are vying for more online ad real estate.
But running a local business – as is the case for most chiropractors – doesn’t prevent you from taking advantage of online traffic. In fact, local businesses are prime candidates for online marketing.
People don’t use Google just for online shopping anymore. Google is one of the main ways people search for the best local businesses, and it shouldn’t be overlooked.
Never underestimate the power of Google to help your business.
The different approaches to online traffic
The Internet is a diverse landscape. As a result, there are countless ways to generate more traffic for your website.
Once your business gets more online traffic, it can also get more patients coming in the door.
There are a lot of ways to get online traffic:
There’s Pay-Per-Click advertising, which you might be familiar with, in the form of Google Ads.
There’s also CTV advertising. You could go on and on.
These are all digital ads that you have to pay for directly.
Today, we’re going to go over one of the most effective and organic ways to market your chiropractic practice online.
And that would be through SEO – Search Engine Optimization – on Google.
Why SEO is essential for chiropractor marketing
If you’re completely unfamiliar with SEO and what it is, we’ve got another article explaining it in-depth to get you up to date.
But to give a quick overview, SEO is the process of getting your website ranked higher in Google’s search results.
SEO is vital for any business because it allows you to generate massive amounts of high-quality organic traffic — if you do it right.
For local businesses, this organic traffic often leads to new customers – or in this case, patients walking through your front door – with an incredible ROI.
In this guide, we’ll be talking about how you can give your SEO game a bit of oomph to start driving more business with an SEO-optimized website.
4 major tips for chiropractor SEO
When it comes to SEO, there are a ton of factors that play into your rank.
But a solid SEO strategy doesn’t have to be too complicated. It just takes a bit of work and an understanding of how everything goes together.
Once you’ve got your strategy down pat, it won’t be long before you’re reaping the sweet rewards of ranking on Google.
To simplify things, I’ve broken down a good chiropractor’s SEO strategy into four parts:
- Value & Content
- Competitive Keywords
- A Strong Link Game
- Proper Execution
If you can manage to tie all of these together and use them in one cohesive package, it most likely won’t be long before you see a surge in traffic to your website.
So let’s get right into the first piece of the puzzle – the value and content you provide to your audience.
Providing value to your audience through content
The first part of any good SEO strategy is your content.
Without stellar content, your SEO plan isn’t going to get one inch off the ground.
You can think of content as the foundation of your SEO strategy; without strong content to stand on, it doesn’t matter how amazing the other aspects are – you’re doomed to fail.
So how do you go about creating that content?
One of the most significant factors that contribute to good content is the value it provides; and a great way to put out valuable content is through a website blog.
If you’re providing real value in your content, traffic will follow.
Notice how there are plenty of websites out there that look great but don’t get much traffic? Likewise, there are some pretty dated, unpolished-looking websites that rake in tons of traffic.
That’s because websites with the largest followings aren’t popular because they’re the shiniest or fanciest; they’re at the top because they provide the most value.
Think of Craigslist. It’s far from the sleekest website out there:
But almost everyone who spends time online knows what Craigslist is.
And to top it off, Craigslist doesn’t even have to pay for its traffic.
Because Craigslist provides a ton of value.
Craigslist gathers thousands of listings that visitors wouldn’t have been able to find otherwise, and then it keeps them all in one convenient place.
In fact, they even do it without a content strategy.
Admittedly, Craigslist is an edge case here – they’ve managed tons of organic reach without having to host a blog or anything similar – but the point still stands.
They get that traffic because they provide value.
And luckily, as a chiropractor, you’re used to giving value to your customers every single day, so this shouldn’t be too hard for you.
Here are a few tips for ensuring that your blog content provides enough value to your audience.
Focus on what your audience wants
A common misstep for businesses and individuals who run blogs is that they create their content with the wrong reader in mind.
What I mean by this is they aren’t thinking about their ideal audience when they decide on content ideas.
Remember, as a chiropractor, your goal is to help people improve their health, particularly in the neuromuscular sector.
So you shouldn’t be running blog posts on topics like “How to stay productive at work” or “How to effectively manage your practice.”
Sounds like common sense, right?
These topics might be useful to you, or another business’ audience, but it’s probably not the reason your visitors are going to visit your website.
Take a moment to think about who your ideal patient is.
As a chiropractor, your target audience usually consists of people with spinal issues, shoulder injuries, and other back-related problems.
Now is the time to reflect and decide exactly who your target audience is and what their problems are.
Once you have a list of your audience’s pain points, you can base your content on these problems.
You’ll take these common pain points and provide answers and value that people can use.
For instance, you might write a blog post on “How to regain strength in your shoulder after a bad injury” or “How to keep good posture while working a desk job.”
This is the type of content your audience will be searching for on Google.
The ideas for content you could put out are limitless, but you’ve got to decide who it’s for first.
Put a unique spin on your content
Another crucial thing to keep in mind is that your content has to have a unique spin.
This doesn’t mean you have to create something revolutionary or the next groundbreaking brand to attract more visitors.
You don’t have to aim for 100% originality, but your content has to be unique enough to differentiate it from the rest.
You could do this through your style. Maybe you like to keep it super light-hearted and goofy, or perhaps you’ve got a technique that differs a bit from how the other chiropractors operate.
It doesn’t have to be huge; all it takes is something that sets you apart from the crowd.
Again, while there’s much, much more to a strong SEO strategy, high-value content made specifically for your audience is the foundation of SEO success.
If you’re willing to put value out there, traffic will follow.
How to choose chiropractor SEO keywords that you can rank for
The next step in perfecting your SEO strategy is finding the right keywords. Keywords are the terms you’re targeting to show up when people search them in Google.
For instance, here’s what pops up when the search term “spine realignment Las Vegas” is typed into Google:
Those websites at the top?
They aren’t there by chance. They’re at the top because they likely use many of the SEO tactics we’re covering today.
This includes keyword-targeting; getting ranked number one on Google for something requires conscious effort.
Part of that effort means finding the right keywords to target in the first place. Without targeting the right keywords, you’re going to have a tough time getting on the first page for anything.
And correctly targeting keywords starts with a good research process.
Keyword research — How to do it right
Keyword research can seem like a daunting task at first, but with the right tools and tactics, it’s not quite as hard as you might think.
Keyword research tools
While it’s possible to do your keyword research without any specialized tools, they’ll make life much easier and let you gain access to much more detailed information about what you’re actually doing.
Here are a few of the current tools on the market. Many of them do similar jobs, though each has its own little nuances.
Ahrefs is one of my personal favorites. There are a lot of ways you can utilize it, but one of the best uses is finding competitive keywords to rank quickly. It comes with a whole slew of features to help you crush it with SEO.
Unfortunately, there’s no free version with Ahrefs, so it’s a bit of an investment, but it’s worth it.
This is similar to Ahrefs, but as the name implies, it’s more directly-focused on keywords.
Keyword Tool is also a great, straightforward option for when you need to identify the best keyword opportunities. And they have a free version for people just starting, too.
Moz is pretty similar to Ahrefs, and its closest direct competitor on this list, as it comes with a bit more than just keyword research.
I’m not going to get into which is better in this article, as much of it is mostly your personal taste.
Google Keyword Planner
While Google Keyword Planner is great for helping with PPC advertising, many marketers have realized that it’s a powerful tool in the SEO game, too.
The significant benefit of Google Keyword Planner is that, while it might not have the smoothest user experience of all the tools, the information you’re getting is directly from Google, not third-party software.
Another excellent method for discovering more keyword ideas is using Google’s auto-suggest feature.
Start by typing a term related to the ideal client we talked about earlier.
Let’s say you’re still looking for more patients suffering from shoulder pain. We would type something like this:
Just these few auto-suggestions are great for giving you some rough ideas you could turn into content.
For instance, you could write a post on why someone might be getting shoulder pain after running.
And this is just one auto-suggest “root.” You can make a list of different roots to test and get more content ideas than you’d ever need.
Another tool you can use to try this same strategy is Google’s “related search” section.
Using the same term as before, here’s what we get at the bottom of the page:
While the research tools will help you do a deeper dive on the keywords, even just auto-suggest and the related searches section can be invaluable on their own.
Remember, when choosing keywords, it’s almost always better to be more specific. Let’s get into why that’s the case.
Long-tail keywords will give you better ROI for Chiropractic SEO
A long-tail keyword is any keyword phrase that’s three or more words long.
And a short-tail keyword is composed of only one or two words.
Here’s an example:
A short-tail keyword would be “back pain”, and a long-tail keyword based on the same idea might be “how to deal with back pain after running.”
The reason long-tail keywords are so valuable is twofold:
First, fewer people are searching for them because they’re more specific.
“Wait, doesn’t that make them less valuable?”
Not at all, since fewer people are searching for them, fewer people are competing for them, too, which makes them much easier to rank for.
The big players aren’t going to be competing for the keywords that don’t get searched for as often, because they don’t need to. And this is perfect for you because it leaves a huge opportunity to get on page one.
The second reason?
Long-tail keywords often have more intent behind them.
If someone is searching for “back pain”, they’re likely not as invested as someone who’s searching “how to deal with back pain when you sit all day.”
This means that the person searching for the long-tail keyword is not only more likely to see your page, but also more likely to convert once they spend a bit of time on your website.
How to use links for chiropractor SEO
Now, keywords and content are all well and good; they’re vital to your success at becoming a chiropractor SEO expert.
But there’s a bit of behind-the-scenes work that goes into SEO as well. It’s not just the things you have on the page, but also how other people interact with your website.
One of the most significant ways this shows itself is through backlinks.
A quick overview of using links for chiropractor SEO
There are multiple types of links you can use to help boost your SEO game.
You’ve got anchor links, which are links that take you to a different section on the same page.
While they don’t directly affect your SEO rankings, they’re great for improving user experience.
For instance, you could make a table of contents for your post to make it easier to navigate.
The next type of link is the internal link.
If you go back through this article, you’ll find a few places where I’ve linked to posts from our own blog. These are internal links – links that take you to a different page on the same site.
These are also important for SEO because they help Google categorize and keep track of the information on your site. They also help you retain visitors longer if you’re linking to more valuable information that they could read.
It’s always good to leave a few internal links in each of your articles. However, make sure to keep them natural and not blatantly out of place.
The third type of link, and arguably the most important for SEO, is the backlink.
Backlinks are when another website links to your website rather than you linking to your own.
The short answer as to why backlinks are vital is that they show your website’s authority. And this, in turn, shows Google that you’re worth putting near the top.
So, how do you get more backlinks for your website?
You can check out our in-depth guide for acquiring high-quality backlinks to learn more.
Executing a Chiropractor SEO campaign
Now we’ve got almost all the pieces to the puzzle.
First, there’s the content and value you provide to your readers, which is the foundation of the strategy.
Then you’ve got keywords, which supplement your content by helping you rank for specific terms on Google.
You’ve also got the links – and more specifically, the backlinks – which help you rank by doing much of the “behind-the-scenes” work. These help to build your authority rank with Google.
Now we need a way to tie it all together into one neat bundle, and that’s where execution comes in.
There are two big parts to execution when it comes to SEO.
- The way you lay your content out
- The technical aspects, and more specifically, your website
First, let’s get into your content layout.
How to lay your SEO content out
Good content needs to have a structure.
Not only will following predetermined rules make your content seem more cohesive, it also helps you save time by sticking to a system.
Here are a few tips on how to structure your content to get the most out of your SEO strategy:
Implementing Your Keywords
Once you’ve got the keywords you want to target, you still need to know how to implement them in your content.
Putting keywords in the right spots will make the difference between ranking on the first page vs. ranking on the second page or lower.
75% of searchers never go past the first page, so this is something you want to do your best to avoid.
When optimizing your content, you should organize it into header tags. (H1, H2, H3, and so on)
Then, make sure to implement your keywords throughout the various headers, especially the main one.
A good rule to follow is that you should only include one H1 tag in your content. It should cover the central point of the whole post and should consist of at least the main keywords you’re aiming for.
While all other tags besides H1 are considered the same as H2 for SEO purposes, it still helps to make use of various options to keep your content nice and tidy.
Including keywords in the content itself
When writing your content, aim to include keywords throughout the whole piece.
Be careful, though; you don’t want to “stuff” your content. The way you implement your keywords should be natural, and it’s okay to use slight variations of it, too.
Stuffing your content with keywords often makes it come across as forced and not natural.
Plus, it can put up a red flag for Google and end up harming your rank, so do your best to keep it as natural as possible.
Keywords in your links
Links are another area where it’s good to include your keywords.
Including relevant keywords in your links can help Google’s bots navigate and organize your website’s information.
Here’s a short but sweet piece of advice:
Have you noticed that each paragraph in this post has been no longer than two to three sentences?
That’s because the way you lay your paragraphs out significantly affects your audience’s interest and retention rate.
Here’s what the previous section on headers looks like when it’s written in long paragraphs:
Never hit your readers with a “wall of text.”
It’s off-putting and can make people hesitant to continue reading what you have to say.
Including images in your content
Images are also an essential part of content creation.
Even when you lay your paragraphs out well, having nothing but text can make your posts feel monotonous.
Images are an excellent way to break up this monotony, and they help explain more complex points as well.
Optimizing your website for SEO
The website you’re hosting content on also plays a big part in the SEO process.
If your website is poorly-optimized for SEO, it’s going to make it very difficult for your content to shine.
While this isn’t going to be a definitive guide on how to create an SEO-optimized website, here are a few tips to get you started:
One of the most crucial factors that Google considers – almost as important as the content itself – is page speed. Page speed is how quickly your page loads after someone clicks the link to it.
If the pages on your website load slowly, it’s going to tank your rank.
There’s a handy tool from Google for checking any issues with your page speed. Plug in a link and get your page speed insight.
One of the most common reasons for a slow-loading page is unoptimized images.
There’s an easy fix for this. To reduce the time that images are adding to your page speed, compress the images.
There are plenty of free websites that let you compress images, so you won’t need to shell out anything to put this step into action.
Website design & accessibility
Another factor to consider is the overall design of your website.
You need to make sure your website is easy to navigate. Otherwise, your visitors might start bouncing, which can negatively affect your rank.
Keep in mind that Google operates on a mobile-first philosophy.
This means that they primarily use your website’s mobile version to determine rank before they consider your website on other platforms.
Whenever you make any edits or create a new page, make sure it works well on both desktop and mobile before letting it go live.
Need help with chiropractor SEO for your practice?
SEO can be a lot to take in; not everyone can be a chiropractor SEO expert, either. Nonetheless, it’s an aspect of digital marketing that no business should ignore.
Chiropractors are no exception. Chiropractors need to be on Google’s good side if they want to bring in cold new clients organically.
If this SEO stuff seems too much for you to take in, then hiring a professional agency is an excellent option.
You can hire experts to handle your chiropractor SEO strategy while you focus on your business.
Are you ready to boost your SEO rankings for your chiropractic practice? Contact us today to take your business to the next level. Don’t forget to request our media kit and review our case studies.