June 9, 2025 • 17 mins
If you're a chiropractor trying to improve your website traffic and get more patients through Google, this episode is for you. Discover where most clinics go wrong with SEO — and the four key areas you should be focusing on instead.
Episode Webpage & Show Notes: https://propelyourcompany.com/seo-for-chiropractors-what-works/
Send in your questions. ❤ We'd love to hear from you!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Hey there and welcome to the Clinic Marketing Podcast
.
I'm your host, darci Sullivanfrom Propel Marketing and Design
.
Today, we're diving into atopic that's been evolving fast
SEO for chiropractors.
Now, if you're not achiropractor, you will still
find true value in today'sepisode, so please keep
(00:25):
listening and I think you'llfind a ton of value.
Now, this isn't just servicelevel tips or outdated tactics.
We're breaking down what'sactually working right now to
help your clinic rise in therankings and stay there, even as
Google changes, competitionincreases and AI shifts how
(00:49):
patients find care.
Whether you're new to SEO ortrying to improve your results,
this episode gives you a clearframework to follow, building
around four core elements everychiropractor should focus on to
succeed online.
And don't forget to check outthe episode website page and
(01:14):
show notes for extra resources.
First up, let's start with thebasics.
What is SEO for chiropractors?
Let's start with a definitionthat actually matters to your
business.
Seo search engine optimizationis how you show up in Google
(01:34):
when potential patients searchfor a chiropractor in your area.
It's how you get found whensomeone types things in like
best chiropractor for sciaticanear me, prenatal chiropractor
in name of your city.
Walk-in chiropractors open.
No, we're not talking aboutthat.
(01:56):
We're not talking about anypaid positions.
We are talking about the free,organic positions, and one thing
that you have to note is thatSEO today is about more than
just rankings.
It's about visibility,credibility and conversions, and
(02:17):
it's changing fast thanks toartificial intelligence and how
search engines are using AI torewrite the rules.
So it's not just people,companies, clinics out there
that are using AI.
Search engines are using AI.
You have Google Overviews.
(02:38):
You have Google's new AI mode.
Other search engines are usingAI, as are social media
platforms.
So let's walk through the fourcore elements that chiropractors
need to focus on to staycompetitive now and in the
(02:59):
upcoming months and years.
Core element one understandyour ideal patient and how they
search.
Everything in your SEO strategystarts here, with clarity.
Before you can optimize yourwebsite or your Google business
profile listing or anything elselike that, you need to
(03:21):
understand who you are trying totarget, where they search and
what they're typing or speakinginto search.
So let's break this down.
Who are they?
Are you targeting veganwarriors with sports injuries?
(03:42):
Are you targeting pregnantwomen looking for prenatal care?
Are you trying to targetparents searching for pediatric
adjustments?
Or are you trying to targetseniors managing chronic pain.
Different audiences, equal,different search behavior,
(04:09):
different search behavior.
Where do they search?
Sure, google is the main player, beyond a doubt, but many
patients are searching on GoogleMaps, reading reviews, scanning
your Google Business profileand even browsing platforms like
Instagram, youtube or TikTok.
Ai is now powering many ofthese platforms, including
Google's AI overviews, google AImode and more, which means that
(04:33):
the way your information ispresented and structured really
matters.
I don't think people reallyunderstand that core element of
how important it is to structureyour content properly.
We also need to understand howthey search.
Here's where AI comes into play.
(04:53):
Patients today don't just usesearch keyword terms that you're
typically thinking of.
Yes, people are searching forchiropractor near me, but
they're also elongating theirsearches.
They're typing out questions,they're looking for natural
phrases and let us not forgetagain about voice search they're
(05:15):
currently using phrases likecan a chiropractor help me with
migraines, or do I need areferral for a chiropractor?
I need a referral for achiropractor Best chiropractor
for back pain in my area or bestprenatal chiropractor in Los
Angeles.
Ai-driven search engines arepulling from multiple sources,
(05:36):
including your website, youronline listings and reviews
online everywhere.
So not just your Google reviews, but other reviews as well, to
answer these types of queries.
So the more closely yourcontent matches what patients
are actually searching for, thebetter your chances of showing
(05:58):
up.
Now, one comment about this isit doesn't mean that all over
your website you're putting thephrase best rated chiropractor
for back pain near me.
It means that you're providingcontent that showcases that you
are the best rated chiropractorfor back pain near that person.
(06:21):
I hope that we have someclarity around that, because I
do think some people get alittle confused with that as
well.
Now I want us to keep on keepingon, because this is going to be
a shorter episode and I don'twant us to get too hung up on
one core element, because wehave tons of resources on our
website, propelyourcompanycom,where we go into specific detail
(06:45):
about all of these coreelements individually.
So, core element two you needto build a website that's
findable and user-friendly.
Once you know your audience andhow they search, the next step
is to make sure your website isset up to meet them there.
Here's what that looks likeCreating dedicated services
(07:09):
pages.
This is for things like autoaccident recovery or pediatric
chiropractic care, prenatalchiropractic care or sciatica
treatment.
One generic service page won'tcut it Now.
If you are just getting started, start with that one services
(07:30):
page and then build out fromthere.
But if you've been in businessfor a while or already have a
website with a general servicespage, I suggest that you start
building out specific, dedicatedservices pages.
Within our Ready Set Rankprogram, there is a bundle that
you can purchase that includesall of these four key pages.
(07:52):
It includes templates for allof these four key pages,
including specific servicespages and your general service
page, along with your homepageand conditions pages and other
key pages to help your websitein rankings.
You want to incorporate real,patient-focused keywords, using
(08:15):
them naturally in your headings,your content and your metadata.
You want to optimize yourwebsite for speed and mobile use
.
Remember, a lot of people arenow using cell phones to search.
If your site does not loadproperly or quickly on a mobile
device or a traditional device,people will leave your website
(08:38):
quickly, and we do not want themto do that.
They'll probably head over toyour competition and book an
appointment with them and notyou.
You want to make sure that youadd helpful content that
anticipates the questions youraudience is wanting to know the
information about Things likewhat to expect at a first
(08:58):
appointment, or how manyappointments will I need?
You want to build trust andprovide your audience with the
content that they're looking for.
Remember, google's AI featuresare now pulling content directly
from your site to show insearch results, so it means that
your content has to be clear,structured and helpful, not
(09:27):
written for the robots or searchengines.
We want to make sure that it'sstructured in a way that Google
understands the informationyou're trying to deliver and
will deliver it to your targetaudience.
If your website is too thin oncontent, too vague or too
outdated, you'll likely beskipped over in favor of clinics
with deeper, better organizedcontent.
(09:50):
Core element three optimize yourGoogle business profile.
Listing your Google businessprofile is one of the most
important SEO tools you have,especially for local visibility.
It's often the first thingpeople see when they search for
you or someone like you.
It's also what powers the localmap results that three-pack at
(10:14):
the top of Google search.
Here's how to make your listingwork for you.
Claim your listing, verify yourprofile, use your exact
business name, address and phonenumber that's, your NEP, your
name, your address and phonenumber and make sure that it
matches your website and otheronline listings.
(10:34):
You want to make sure that youmatches your website and other
online listings.
You want to make sure that youchoose the appropriate category.
If you are a chiropractor, yourprimary category should be
chiropractor.
Now, if you offer acupunctureor physical therapy, you do want
to make sure that you alsoselect those categories, but,
(10:57):
again, your main category shouldbe your main, primary focus.
Once you have selectedcategories, you also want to
list out your services.
Provide the service name anddetails about the services that
match those categories.
You want to add photos andvideos and collect and respond
to reviews.
What we're starting to seeevolve is how Google reads this
(11:19):
listing.
It's not just about filling outfields.
It's about showing that you'reactive, engaged and trustworthy.
Ai will pull your descriptions,reviews and even Q&A content
from your listing to answersearch queries.
So keep it updated and alive.
If you are a member of ourReady Set Rank program, you have
(11:43):
access to the most updatedversion that we have on how to
update your Google BusinessProfile listing.
There is a video training thatlike walks you through
step-by-step how to optimizethat listing.
And if you are not a member ofReady Set Rank, you are more
than welcome to join.
We would love to have you inthat program that has so many
(12:08):
great resources for those DIYingtheir SEO.
Otherwise, you can find otherresources on how to optimize
your Google business profilelisting by visiting our website,
propelyourcompanycom Onto.
Core element four strengthenyour online authority.
The final element of effectiveSEO for chiropractors is one
(12:32):
that many clinics ignore andthat's building authority beyond
your own website Search engines.
Look at how other trustedwebsites reference and link to
your website.
These are called backlinks onewebsite linking back to your
website and they are a strongtrust signal in SEO.
(12:54):
Here's how to build thatauthority.
Again, we already talked aboutyour Google business profile
that you want to have optimized.
That's going to link to yourwebsite.
You also want to check out yourYelp, apple Maps and Bing
Places listings.
All should have your currentinformation and your listings
should be optimized.
(13:21):
List your clinic on trustworthydirectories like Healthgrades,
zopdoc and other health-relateddirectories, making sure again
that your name, address andphone number all are congruent.
Get involved in your community.
This includes sponsorshipevents, partnering with local
businesses or joining yourchamber of commerce.
Write guest articles or appearon podcasts to help you include
(13:43):
a larger audience and expandyour current audience.
Be consistent across alllistings.
We've already talked about thata lot, but it really is worth
repeating.
We want to make sure thatthroughout the online listings,
that your information iscongruent.
Right now, ai is evolving yourdigital footprint across the
(14:03):
entire web, not just yourwebsite or your homepage.
So the more credible,consistent and connected your
clinic appears, the strongeryour rankings will be.
Now I want to share some finalthoughts on SEO for
chiropractors in the age of AI.
If there's one major shift youneed to understand, it's this.
(14:25):
Ai is changing how SEO works,but the goal is still the same.
You want to show up for theright people in the right place
at the right time, and to dothat, you need to understand
your patients, structure yourcontent clearly and build trust
(14:45):
across every touch point.
Here's a quick recap of thefour core elements we talked
about today.
One know your ideal patientsand how they search.
Two build a website thatmatches their needs.
Three, optimize your Googlebusiness profile.
Four, boost your onlineauthority through backlinks and
(15:07):
consistency.
If you've been trying to DIYyour SEO and fill stack, or
you've outsourced it in the pastand never saw real results, now
is the time to reset andrefocus, and if you're looking
for help, that's exactly whatwe're here to do at Propel.
Visit our website,propelyourcompanycom.
(15:30):
There you can book a discoverycall or you can take one of our
free webinars to get you to thenext level.
We also have our DIY program,ready Set Rank, which we would
love to have you join.
We offer step-by-step trainingsdone for you, options, and we
also design and help you withyour website.
(15:53):
If you need a new website aswell, again, you can visit
propellyourcompanycom and book adiscovery call.
Thanks for tuning in.
If you found this episodehelpful, please leave a review,
send it to a colleague or shareit on your favorite platform.
Until next time, keep showingup online, keep delivering
(16:16):
amazing care and keep making iteasy for the right people to
find you.
Hey there and welcome to the Clinic Marketing Podcast
.
I'm your host, darci Sullivanfrom Propel Marketing and Design
.
Today, we're diving into atopic that's been evolving fast
SEO for chiropractors.
Now, if you're not achiropractor, you will still
find true value in today'sepisode, so please keep
(00:25):
listening and I think you'llfind a ton of value.
Now, this isn't just servicelevel tips or outdated tactics.
We're breaking down what'sactually working right now to
help your clinic rise in therankings and stay there, even as
Google changes, competitionincreases and AI shifts how
(00:49):
patients find care.
Whether you're new to SEO ortrying to improve your results,
this episode gives you a clearframework to follow, building
around four core elements everychiropractor should focus on to
succeed online.
And don't forget to check outthe episode website page and
(01:14):
show notes for extra resources.
First up, let's start with thebasics.
What is SEO for chiropractors?
Let's start with a definitionthat actually matters to your
business.
Seo search engine optimizationis how you show up in Google
(01:34):
when potential patients searchfor a chiropractor in your area.
It's how you get found whensomeone types things in like
best chiropractor for sciaticanear me, prenatal chiropractor
in name of your city.
Walk-in chiropractors open.
No, we're not talking aboutthat.
(01:56):
We're not talking about anypaid positions.
We are talking about the free,organic positions, and one thing
that you have to note is thatSEO today is about more than
just rankings.
It's about visibility,credibility and conversions, and
(02:17):
it's changing fast thanks toartificial intelligence and how
search engines are using AI torewrite the rules.
So it's not just people,companies, clinics out there
that are using AI.
Search engines are using AI.
You have Google Overviews.
(02:38):
You have Google's new AI mode.
Other search engines are usingAI, as are social media
platforms.
So let's walk through the fourcore elements that chiropractors
need to focus on to staycompetitive now and in the
(02:59):
upcoming months and years.
Core element one understandyour ideal patient and how they
search.
Everything in your SEO strategystarts here, with clarity.
Before you can optimize yourwebsite or your Google business
profile listing or anything elselike that, you need to
(03:21):
understand who you are trying totarget, where they search and
what they're typing or speakinginto search.
So let's break this down.
Who are they?
Are you targeting veganwarriors with sports injuries?
(03:42):
Are you targeting pregnantwomen looking for prenatal care?
Are you trying to targetparents searching for pediatric
adjustments?
Or are you trying to targetseniors managing chronic pain.
Different audiences, equal,different search behavior,
(04:09):
different search behavior.
Where do they search?
Sure, google is the main player, beyond a doubt, but many
patients are searching on GoogleMaps, reading reviews, scanning
your Google Business profileand even browsing platforms like
Instagram, youtube or TikTok.
Ai is now powering many ofthese platforms, including
Google's AI overviews, google AImode and more, which means that
(04:33):
the way your information ispresented and structured really
matters.
I don't think people reallyunderstand that core element of
how important it is to structureyour content properly.
We also need to understand howthey search.
Here's where AI comes into play.
(04:53):
Patients today don't just usesearch keyword terms that you're
typically thinking of.
Yes, people are searching forchiropractor near me, but
they're also elongating theirsearches.
They're typing out questions,they're looking for natural
phrases and let us not forgetagain about voice search they're
(05:15):
currently using phrases likecan a chiropractor help me with
migraines, or do I need areferral for a chiropractor?
I need a referral for achiropractor Best chiropractor
for back pain in my area or bestprenatal chiropractor in Los
Angeles.
Ai-driven search engines arepulling from multiple sources,
(05:36):
including your website, youronline listings and reviews
online everywhere.
So not just your Google reviews, but other reviews as well, to
answer these types of queries.
So the more closely yourcontent matches what patients
are actually searching for, thebetter your chances of showing
(05:58):
up.
Now, one comment about this isit doesn't mean that all over
your website you're putting thephrase best rated chiropractor
for back pain near me.
It means that you're providingcontent that showcases that you
are the best rated chiropractorfor back pain near that person.
(06:21):
I hope that we have someclarity around that, because I
do think some people get alittle confused with that as
well.
Now I want us to keep on keepingon, because this is going to be
a shorter episode and I don'twant us to get too hung up on
one core element, because wehave tons of resources on our
website, propelyourcompanycom,where we go into specific detail
(06:45):
about all of these coreelements individually.
So, core element two you needto build a website that's
findable and user-friendly.
Once you know your audience andhow they search, the next step
is to make sure your website isset up to meet them there.
Here's what that looks likeCreating dedicated services
(07:09):
pages.
This is for things like autoaccident recovery or pediatric
chiropractic care, prenatalchiropractic care or sciatica
treatment.
One generic service page won'tcut it Now.
If you are just getting started, start with that one services
(07:30):
page and then build out fromthere.
But if you've been in businessfor a while or already have a
website with a general servicespage, I suggest that you start
building out specific, dedicatedservices pages.
Within our Ready Set Rankprogram, there is a bundle that
you can purchase that includesall of these four key pages.
(07:52):
It includes templates for allof these four key pages,
including specific servicespages and your general service
page, along with your homepageand conditions pages and other
key pages to help your websitein rankings.
You want to incorporate real,patient-focused keywords, using
(08:15):
them naturally in your headings,your content and your metadata.
You want to optimize yourwebsite for speed and mobile use
.
Remember, a lot of people arenow using cell phones to search.
If your site does not loadproperly or quickly on a mobile
device or a traditional device,people will leave your website
(08:38):
quickly, and we do not want themto do that.
They'll probably head over toyour competition and book an
appointment with them and notyou.
You want to make sure that youadd helpful content that
anticipates the questions youraudience is wanting to know the
information about Things likewhat to expect at a first
(08:58):
appointment, or how manyappointments will I need?
You want to build trust andprovide your audience with the
content that they're looking for.
Remember, google's AI featuresare now pulling content directly
from your site to show insearch results, so it means that
your content has to be clear,structured and helpful, not
(09:27):
written for the robots or searchengines.
We want to make sure that it'sstructured in a way that Google
understands the informationyou're trying to deliver and
will deliver it to your targetaudience.
If your website is too thin oncontent, too vague or too
outdated, you'll likely beskipped over in favor of clinics
with deeper, better organizedcontent.
(09:50):
Core element three optimize yourGoogle business profile.
Listing your Google businessprofile is one of the most
important SEO tools you have,especially for local visibility.
It's often the first thingpeople see when they search for
you or someone like you.
It's also what powers the localmap results that three-pack at
(10:14):
the top of Google search.
Here's how to make your listingwork for you.
Claim your listing, verify yourprofile, use your exact
business name, address and phonenumber that's, your NEP, your
name, your address and phonenumber and make sure that it
matches your website and otheronline listings.
(10:34):
You want to make sure that youmatches your website and other
online listings.
You want to make sure that youchoose the appropriate category.
If you are a chiropractor, yourprimary category should be
chiropractor.
Now, if you offer acupunctureor physical therapy, you do want
to make sure that you alsoselect those categories, but,
(10:57):
again, your main category shouldbe your main, primary focus.
Once you have selectedcategories, you also want to
list out your services.
Provide the service name anddetails about the services that
match those categories.
You want to add photos andvideos and collect and respond
to reviews.
What we're starting to seeevolve is how Google reads this
(11:19):
listing.
It's not just about filling outfields.
It's about showing that you'reactive, engaged and trustworthy.
Ai will pull your descriptions,reviews and even Q&A content
from your listing to answersearch queries.
So keep it updated and alive.
If you are a member of ourReady Set Rank program, you have
(11:43):
access to the most updatedversion that we have on how to
update your Google BusinessProfile listing.
There is a video training thatlike walks you through
step-by-step how to optimizethat listing.
And if you are not a member ofReady Set Rank, you are more
than welcome to join.
We would love to have you inthat program that has so many
(12:08):
great resources for those DIYingtheir SEO.
Otherwise, you can find otherresources on how to optimize
your Google business profilelisting by visiting our website,
propelyourcompanycom Onto.
Core element four strengthenyour online authority.
The final element of effectiveSEO for chiropractors is one
(12:32):
that many clinics ignore andthat's building authority beyond
your own website Search engines.
Look at how other trustedwebsites reference and link to
your website.
These are called backlinks onewebsite linking back to your
website and they are a strongtrust signal in SEO.
(12:54):
Here's how to build thatauthority.
Again, we already talked aboutyour Google business profile
that you want to have optimized.
That's going to link to yourwebsite.
You also want to check out yourYelp, apple Maps and Bing
Places listings.
All should have your currentinformation and your listings
should be optimized.
(13:21):
List your clinic on trustworthydirectories like Healthgrades,
zopdoc and other health-relateddirectories, making sure again
that your name, address andphone number all are congruent.
Get involved in your community.
This includes sponsorshipevents, partnering with local
businesses or joining yourchamber of commerce.
Write guest articles or appearon podcasts to help you include
(13:43):
a larger audience and expandyour current audience.
Be consistent across alllistings.
We've already talked about thata lot, but it really is worth
repeating.
We want to make sure thatthroughout the online listings,
that your information iscongruent.
Right now, ai is evolving yourdigital footprint across the
(14:03):
entire web, not just yourwebsite or your homepage.
So the more credible,consistent and connected your
clinic appears, the strongeryour rankings will be.
Now I want to share some finalthoughts on SEO for
chiropractors in the age of AI.
If there's one major shift youneed to understand, it's this.
(14:25):
Ai is changing how SEO works,but the goal is still the same.
You want to show up for theright people in the right place
at the right time, and to dothat, you need to understand
your patients, structure yourcontent clearly and build trust
(14:45):
across every touch point.
Here's a quick recap of thefour core elements we talked
about today.
One know your ideal patientsand how they search.
Two build a website thatmatches their needs.
Three, optimize your Googlebusiness profile.
Four, boost your onlineauthority through backlinks and
(15:07):
consistency.
If you've been trying to DIYyour SEO and fill stack, or
you've outsourced it in the pastand never saw real results, now
is the time to reset andrefocus, and if you're looking
for help, that's exactly whatwe're here to do at Propel.
Visit our website,propelyourcompanycom.
(15:30):
There you can book a discoverycall or you can take one of our
free webinars to get you to thenext level.
We also have our DIY program,ready Set Rank, which we would
love to have you join.
We offer step-by-step trainingsdone for you, options, and we
also design and help you withyour website.
(15:53):
If you need a new website aswell, again, you can visit
propellyourcompanycom and book adiscovery call.
Thanks for tuning in.
If you found this episodehelpful, please leave a review,
send it to a colleague or shareit on your favorite platform.
Until next time, keep showingup online, keep delivering
(16:16):
amazing care and keep making iteasy for the right people to
find you.
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