123-Boost Clinic SEO with Darcy Sullivan's Expert Tips

In this episode of The Super Clinic Project, host Jennifer Gligoric welcomes Darcy Sullivan, founder of Propel Marketing & Design and host of the Clinic Marketing Podcast. Darcy dives into the often-confusing world of SEO (Search Engine Optimization) and shares actionable strategies to help clinic owners improve their online presence, attract more patients, and grow their businesses. Whether you're a clinic owner just starting out or running a thriving practice, this episode is packed with practical advice to simplify SEO and amplify your results.

 

Key Topics Discussed:

1. What is SEO?

• Darcy explains SEO as the organic way to improve your visibility online, contrasting it with paid ads.
• She introduces her “SEO Oreo” analogy:
  • Cookie Wafers: Actions on your website and external efforts.
  • Stuffing: Knowing your target audience and keywords.
• SEO involves optimizing your website, Google Business Profile, and local rankings.

Common SEO Mistakes and Quick Fixes:

• Ignoring or neglecting your Google Business Profile (GBP).
• Failing to check for edits or updates to your GBP, which can affect your business visibility.
• Not providing accurate and complete information, like your Name, Address, and Phone number (NAP).
• Tips for dealing with negative reviews without engaging in conflicts.

DIY SEO for Small Budgets:

• Focus on these key website pages:
  • Homepage
  • About Page
  • General Services Page
  • Individual Service Pages for revenue-generating services
  • Contact Page with easy booking options.
• Reduce friction in the booking process to convert more visitors into patients.
• Utilize free tools like Google Analytics and GBP Insights to identify peak traffic times and optimize staffing.

How to Vet SEO Companies:

• Questions to ask potential SEO partners:
  • What’s your process?
  • How will this tie into my overall marketing strategy?
  • What reports will you provide, and will I get guidance on understanding them?
• Avoid companies that promise guaranteed rankings.
• Look for SEO strategies that also support content for social media and email campaigns.

Driving More Website Traffic:

• Build out specific service pages to target common search terms.
• Ensure your website is mobile-friendly.
• Create content around the top 3-5 questions patients frequently ask.

Aligning SEO with Your Core Offer:

• Darcy emphasizes the importance of aligning your SEO strategy with your clinic’s core offerings.
• Focus on addressing the primary pain points that bring patients in, while building trust to introduce long-term care plans.

Memorable Quotes:

• "Think of SEO like an Oreo cookie: actions on your website, actions outside your website, and the sweet stuff in the middle—knowing your audience and their keywords." — Darcy Sullivan
• "Your patients aren’t searching for ‘posture correction’—they’re searching for ‘back pain relief.’ Spea