A COMPLETE GUIDE TO SEO FOR CHIROPRACTORS
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Originally Posted On: A Complete Guide To SEO For Chiropractors | Rounded Digital (wearerounded.com)
Do you want more chiropractic patients? Investing in search engine optimization — aka SEO — and online marketing can make a world of difference and help you get them! Like compound interest, gains can be exponential.
When it comes to SEO for chiropractors, the keys to success are consistency, patience, and a bit of creativity. If you stick to a plan and pay attention to keyword blogging, Google My Business and other search engine accounts, backlink variety and velocity, online reviews, and proper web design, your bookings will likely improve.
If that all sounds Greek to you, don’t worry. Below, we’ve broken down what every chiropractor needs to know about SEO. By the end, if all goes according to plan, you’ll have a framework to construct a solid digital marketing campaign that will fill your waiting room with patients.
Before We Get Started, Let’s Establish Some Definitions
On-Site and Off-Site SEO
Online marketing techniques fall into two main categories: on-site and off-site SEO. The former refers to things that can be done on your website; the latter involves the actions of other websites.
Examples of on-site SEO include internal linking, metadata maintenance, blogging, and proper website development. Off-site SEO involves, but isn’t limited to, guest posting, article syndication, backlinks, and search account management.
Both on-site and off-site SEO techniques are vital veins in an effective SEO plan for chiropractors.
SERPs stands for “search engine result pages.” To put it another way, they’re the lists that search engines, like Google and Yahoo!, return when someone types in questions or phrases into the query box. In a way, the goal of all SEO efforts is to land as close to the top of the SERPs as possible.
Technically, keywords establish search intent. Practically, they’re the words and phrases typed into search engines. Popular keywords for chiropractors include:
- Chiropractor in [insert area]
- Benefits of chiropractic care
- Can a chiropractor help back pain?
- Prenatal chiropractic care
- Chiropractor after an accident
SEO for Chiropractors: Build an SEO-Friendly Website
A website is the heartbeat of any online marketing campaign. Without one, there’s nothing to promote or link to. But what should the website say? How many pages should it be?
It Must Be Responsive
The first important thing to know about making an SEO-friendly website is that it must be responsive. In days of old, only a handful of screen sizes were available. But in these digital days, the possibilities are endless. Someone may view your website on a small phone; others may find it on an oversized wall monitor. Whichever the case, it needs to look good on both!
Home and Landing Pages
We’ll get more into types of content later, but at a minimum, chiropractors should have at least five main pages on their websites.
- About page
- Services page
- Blog homepage
- Contact page
Ideally, you’ll want to add a landing page for each service offered. For example, if you provide hydrotherapy, spinal traction adjustments, and nutrition counseling, make sure you create a landing page for each with at least 500 words — though 1,000 or 2,000 is better.
In our experience, chiropractic websites with over 20 topical pages and weekly blog posts perform the best.
Custom WordPress Design and Development
Custom-coded WordPress websites are ideal since the platform is well-supported and easy to use. By using WordPress, you don’t need to reinvent the wheel. And, after a bit of instruction, most people can publish blog posts without help.
Another plus about building a website on the WordPress backend is security. Its popularity means that more people are looking out for code vulnerabilities, and WordPress constantly pushes out updates to keep users safe from cyber attacks. Moreover, there are several trusted security plugins for the platform.
SEO for Chiropractors: Claiming Your Territory
The first thing every chiropractor should do when launching an online marketing campaign is claim their business on search engines, industry websites, and map directories.
Claim Your Search Engine Business Accounts
Google my Business is the first account everyone should set up when embarking down the digital marketing path. Since Google is the most-used search engine in the United States and processes an estimated 5.6 billion searches a day, it’s wise to claim your territory on the platform.
Besides, doing so comes with a swag bag full of SEO benefits. For example, your business will likely appear towards the top of the SERPs when someone Googles “chiropractor near me” or localized keywords.
Remember, though, that while Google may be the biggest game in town, it’s not the only one. So claim your business accounts on other platforms like Bing and Yahoo!
Get Yourself on Directories
There are millions of legitimate online directories. Every industry has a set, and you should sign up for as many helpful ones as possible. Notice, however, that we said “legitimate” and “helpful.” That’s because not every directory is one you want to be on. Some are spam gardens, and others feed ne’er-do-wells looking to scam.
Yext and Synup are two directory aggregators through which you can wade to find good medical and chiropractic directories. Understand, though, that both programs cost money to access fully — and they aren’t cheap. One of the nice things about working with a professional online marketing team, like Rounded Digital, is that we maintain memberships with such services.
SEO for Chiropractors: Content is King
Content creation is the gasoline that fuels any SEO campaign. The more articles, landing pages, and digital media you produce and publish, the larger your online footprint will grow. And the larger your online footprint, the more links and eyeballs you’ll attract.
Service and Landing Pages
Websites should have a main landing page — aka the homepage — a contact page, blog, and specific landing pages for each service offered at your practice. Each service page should be at least 500 words — but more is better — and well written. For example, it’s smart to include landing pages for dry needling, prenatal chiropractic care, and post-accident programs. Basically, you want one web page for every service you offer.
Develop a Blogging Strategy
Blogging works SEO wonders. Keeping your site updated with fresh weekly content pleases the search engine bots. Plus, the more content you create, the more questions and issues you can address. In most cases, websites with more content perform better in the SERPs.
Developing a blogging strategy is the best way to ensure you’re writing relevant posts and publishing them regularly. Most businesses with effective blogs work from content calendars, which you can read more about herehttps://wearerounded.com/content-writing/how-many-blogs-should-i-post-per-month-content-calendar-strategy/. Using one can cut your development time in half.
What should you write? So long as it relates to chiropractic care or your practice, you’re good to go. Picking topics that conform to potential clients’ search intent is also a good idea. But make sure your writing is optimized for conversions. Otherwise, you’re throwing away an opportunity.
In terms of blogging don’ts, you should never:
- Blog about religion or politics
- Frequently blog about things that have nothing to do with chiropractic care
- Write about your patients without securing permission
- Badmouth other chiropractors or treatment methods
Some chiropractors choose to write blog posts themselves, and others enlist SEO content writing services. If you choose the DIY route, make sure to bone up on keywords and on-page SEO, including metadata, title tags, h1-h2 tags, and alt image text.
Article syndication is a powerful way to garner backlinks and name recognition. But beware! If it’s not done correctly, an article syndication push has the power to harm your SERP ranking.
So what is article syndication? It’s as it sounds: authorizing and facilitating the publication of articles penned under your name. Fundamentally, it’s a super way to blast your practice name around the Internet and gain online traction.
But again, be aware that it’s easy to mess up. If your articles land on the wrong websites, it could hurt your ranking. Plus, algorithms may issue duplicate content demerits if it’s done incorrectly.
If you’re interested in article syndication, it’s best to work with an online marketing professional.
Not only should you be posting articles on your blog but also guest posting on other ones. Doing so serves three purposes. It:
- Expands your digital footprint
- Gives you name exposure
- Provides quality backlinks to your website
Securing guest posts can take time. The process is much easier when you work with a professional online marketing team that has already established a network of publications. But if you’re going it alone, an excellent place to start is with affiliated professional organizations. Do you belong to a chiropractor’s association? If so, ask if their membership publication accepts articles from members. How about your local Chamber of Commerce? Also, chiropractors who aren’t competing for the same clients sometimes collaborate on guest posting projects.
SEO for Chiropractors: The Link of the Matter
Securing the top SERP spots for desired keywords involves building a link portfolio. Without one, landing those coveted slots is near impossible. So the question becomes: what types of links do you need to cultivate?
Internal links go from one page on your website to another. For example, this is an internal link to our blog post about the advantages of using WordPress. Helpful and easy to implement, internal links are a great way to usher users through your site. Conveniently, algorithm bots also like them.
Not all websites are created equal, and as a result, not all backlinks measure up. The rule of thumb is simple: the more established and respected a website, the more its backlinks are worth, algorithmically.
Which websites offer the most valuable links — aka foundational backlinks? Websites with .edu and .gov top-level domain suffixes are gold. Links from established .org websites are also great. If you can snag backlinks from Wikipedia to your website, do it! The same goes for .com Backlinks from top industry sites. For chiropractors, backlink goals may include:
Backlinks and Mentions
Foundational backlinks come from low-profile websites and confer a lot of “link juice” in bulk. However, guest post backlinks are highly authoritative and can provide significant rankings impact fairly quickly when executed properly. Mentions on your local newspaper’s website are another good score and can tremendously boost local SEO efforts.
SEO for Chiropractors: Social Media
Social media is a must in today’s environment. These days, many people in their 20s and 30s rarely use search engines. Instead, they go looking for products and services via social media! As such, it’s wise to keep updated accounts on several platforms, including Facebook, Instagram, and Twitter.
In terms of social media content, every week you should:
- Post links to any new blog entries and guest blog spots
- Post links to evergreen landing pages
- Highlight industry news
- Comment on accounts that potential patients may also follow
The same rules apply to social media as they do blogging: stay away from controversial topics. You’re there to get clients — not alienate them!
SEO for Chiropractors: Good Reviews
Google, Facebook, and Yelp reviews can work wonders. For optimal effect, establishing a consistent flow of Google reviews is most important. Positive Yelp posts are also worth their weight in SEO gold, and topping off the review soup with Facebook mentions often does the trick.
Be careful about paying for reviews, though. In some jurisdictions, doing so can cross the “unfair and deceptive marketing” line outlined by the Federal Trade Commission. Enlisting a professional marketer who knows how to solicit testimonials and reviews may be your best bet.
Chiropractor SEO: Tools You Can Use
If you want to super-power your SEO efforts like the pros, you’ll need a couple of tools.
- Yoast: The Coco-Cola of WordPress SEO plugins, Yoast helps you craft content that’s both user- and algorithm-friendly. There’s a free version, which is fine for beginners. But if you want to unlock the plugin’s potential, opt for the premium upgrade.
- SEMrush and Ahrefs: The Mac Daddies of standalone SEO platforms, SEMrush and Ahrefs are what the pros use. You can learn everything you need to know about your competitors’ sites, including where they get their backlinks! They both have dynamic keyword and backlink features that give account holders an edge.
Pro Tip: Avoid Cookie-Cutter Online Marketing Agencies
Trust us when we tell you to avoid using a cookie-cutter chiropractic digital marketing company. They use the same content and designs for hundreds of clients, which cannibalizes your investment. After all, if your website and blog posts look and sound exactly the same as your three competitors down the street, what’s the point?
Of course, you’ll cover similar topics, themes, and news as other chiropractors. But there’s a difference between near-exact replication and mingling in the same milieu. The goal is to stand out. Algorithms are drawn to the new and fresh — and so are people!
Connect with an Online Marketing Professional
Rounded Digital is a full-service digital marketing team with a track record for catapulting chiropractors to the top of the SERPs. If you’re anxious to attract more clients, we’re here to help make it happen.
In addition to everything reviewed above, we can also work with you on:
- Developing content calendars that will keep you ahead of your blogging competition
- Creating online and offline promotional campaigns
- Expanding your online footprint for maximum SEO effect
Let’s talk. Rounded Digital can handle all of your online marketing and promotional needs, from blogging to web development to article syndication. And we don’t use a plug-and-play template like other chiropractor marketing agencies. With us, every client is unique. We work tirelessly to make sure you stand out!