Podcast Summary: Private Practice Startup Podcast

Episode 82: SEO Deep Dive for Private Practitioners

Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Phil Singleton (Kansas City Web Design, kcseopro.com)
Date: April 21, 2018

Main Theme

A practical, info-packed conversation on Search Engine Optimization (SEO) tailored for private practice clinicians. Guest Phil Singleton demystifies SEO, explaining its crucial role in building a thriving private practice through organic online visibility, trustworthy web presence, and authority-building strategies. The episode is loaded with actionable tips for both solo practitioners and growing practices, with a special focus on DIY SEO, review strategies, and leveraging content for authority.

Key Discussion Points & Insights

1. Phil Singleton’s Path to SEO (04:34–10:05)

• Phil shares his atypical career trajectory: leaving a corporate insurance job, moving to Asia, unintentionally acquiring a software company, and eventually discovering the power of web design and SEO.
• Quote: “Anybody can be a successful digital marketer… I got a D in computer science. It just shows that anybody can do this if they put their mind to it.” (09:41 – Phil)

2. Defining SEO for Therapists (10:05–12:12)

• SEO = Organic web visibility, mostly via Google.
• The “holy grail” for private practitioners: appearing in both organic search and Google Maps (the Local Pack), enhanced by strong reviews.
• Trust-building through online reputation is especially critical for clinicians.

3. Navigating Reviews Ethically (12:12–16:06)

• Clinicians can’t solicit reviews from clients, but can seek reviews from professional colleagues, referral partners, or anyone who's engaged their non-clinical content (e.g., books).
• Spontaneous client reviews are permissible.
• Quote: “The holy grail of SEO for anyone local right now is combining that online reputation with organic visibility.” (11:30 – Phil)

Notable Review Strategies

• Google cares about reviews in terms of both ranking and trust (16:12).
• Google’s quality guidelines push for E-A-T (Expertise, Authority, Trust) — reviews, blogging, and transparency (with address, authorship) all contribute.
• Quote: “Trust factors, the reviews, are one of the things they explicitly say… to look for reviews, look for third party reviews… look for independent, unbiased reviews from actual past clients or patients.” (18:27 – Phil)

4. Content & Website Best Practices (19:38–24:14)

• Don’t treat your website as a static digital brochure; it should be an evolving marketing platform.
• Website content must address common search terms (keywords). Use tools like Google AdWords Keyword Planner (22:25) to discover what potential clients actually search for.
• Incorporate keywords naturally into your website copy, titles, and meta descriptions, not just as technical details but for “Googlelicious” appeal (19:17).

Understanding Meta Descriptions (24:14–26:54)

• Meta titles: The blue, clickable headline in search results. Should include primary keywords.
• Meta descriptions: The snippet underneath; optimize for enticing messaging and relevant keywords to improve click-through rates.

5. Most Common SEO Mistakes (27:08–28:45)

• Letting websites go stale or posting best content only on third-party platforms.
• Tip: Always drive social traffic back to your own site. Make your website the central "hub" for all marketing efforts.
• Implement easy tracking tools such as Facebook Pixel or Google retargeting tags even before you start using paid ads; this builds a targeted audience for future outreach (28:59–31:02).

6. High-ROI SEO Tactics for Clinicians (31:08–36:51)

Phil’s Top Recommendations:

• Batch Blogging Strategy: Write a themed series of 10–15 blog posts (32:00). Spin them into an ebook to use as a site opt-in, Amazon Kindle offering, and as a tool for building authority.
• Podcast Guesting: Appear as an expert on other podcasts, leverage their audiences, and gain powerful backlinks for your own site (32:56). You can transcribe your appearances for long-form blog content that further boosts SEO.
  • “I've never seen any single tactic that... has this much bang for the buck.” (35:36 – Phil)
• Backlinks & Authority: Convert each podcast episode or guest appearance into a fresh blog, creating extra opportunities for search visibility and reputation-building.
• Review Funnel: Ask podcast hosts to review you as a guest for additional Google business profile reviews (36:20).

Memorable Quotes & Moments

• On the value of reviews:
  "The people that tend to have higher reviews are going to be the ones pulled up into that map listing. That helps you organically get a better shot." (16:16 – Phil)

• On Google’s E-A-T algorithm:
  "They’re giving you, to me, a cheat sheet on what you should be doing on your website to prove to the algorithms that you should be ranked." (17:42 – Phil)

• On evolving content:
  "You have to think of [your website] as an investment, as a marketing platform… not just something static." (19:55 – Phil)

• On repurposing content:
  "Write 10 to 15 blog posts at a time... stitch them together into an ebook... spin that PDF into a Kindle... turn it into a call to action to collect emails... become an author... leverage and get backlinks from Amazon." (31:33 – Phil)

• On podcast guesting:
  "This strategy can work for every business… especially practitioners where it really helps to... be perceived as an expert in your area." (36:42 – Phil)

Timestamps for Important Segments

• 00:03–03:01 – Intro & warmup (skip for content)
• 04:34–10:05 – Phil’s unusual journey to SEO & web design
• 10:05–12:12 – What SEO is and why it matters for therapists
• 12:12–16:06 – Ethics and strategies for reviews in clinical practice
• 16:12–19:17 – Reviews, E-A-T, and trust as core Google ranking factors
• 19:38–24:14 – Website content strategy, importance of keyword research
• 24:14–26:54 – Practical guidance on meta descriptions and page titles
• 27:08–28:45 – Most common SEO mistakes and how to avoid them
• 28:59–31:02 – Using Pixels and remarketing to build future audiences
• 31:08–36:51 – Phil’s high-impact SEO tactics: batch blogging, ebooks, podcasts, and reviews

Resources & Tools Mentioned

• Google AdWords Keyword Planner – For discovering high-yield keywords (22:25)
• Google Search Quality Evaluator Guidelines – Learn exactly how Google evaluates websites for E-A-T (17:24)
• Yoast SEO Plugin (for WordPress) – For easily managing titles and meta descriptions (26:42)
• Facebook Pixel / Google Remarketing Tags – For tracking site visitors and building custom advertising audiences (28:59)
• KCSEOPRO.com – Phil’s site offering a free Local SEO book (38:14)

Actionable Takeaways for Listeners

• Reframe your website as an evolving marketing asset, not a static brochure
• Research keywords your ideal clients are actually using and integrate naturally
• Focus on accumulating ethical reviews—ask colleagues and professionals who know your work
• Batch your blog writing into themed series, then repurpose into ebooks for lead generation and authority
• Leverage your content and expertise by appearing on relevant podcasts
• Use technical basics (meta titles, descriptions, tracking pixels) to boost visibility and future marketing
• Always drive online activity and engagement back to your own central website

Further Listening/Reading

Check out Phil's free Local SEO book at kcseopro.com, and visit the show notes at privatepracticestartup.com for links, resources, and more.

This episode is a goldmine of straightforward, actionable SEO wisdom—perfect for private practitioners ready to grow their practice, expand authority, and thrive online!