Rocket Chiropractic Marketing Podcast
Episode 460: How Chiropractors Can Get More New Patients From Google Search
Release Date: March 21, 2024
Host: Dr. Jerry Kennedy

Introduction

In Episode 460 of the Rocket Chiropractic Marketing Podcast, host Dr. Jerry Kennedy delves into effective strategies for chiropractors to attract more new patients through Google Search. Focusing primarily on local SEO and conversion optimization, Dr. Kennedy provides actionable insights tailored specifically for chiropractic practices looking to enhance their online presence and patient acquisition.

Understanding Local Search and SEO

Dr. Kennedy begins by emphasizing the significance of being discoverable on Google. He outlines two fundamental questions chiropractors should ask themselves:

1. Am I being found?
   “If no one's finding you, then it doesn't really matter how great your website is...” [00:02:30]

2. What are people seeing once they find me?
   “If your branding, your messaging, your website is clunky, then there's not going to be many of those people that choose you.” [00:03:15]

Addressing these questions ensures that chiropractors not only appear in search results but also convert those impressions into actual patient appointments.

Building Trust with Google

Dr. Kennedy likens SEO to building a relationship with Google:

“You're trying to build a relationship with Google. When Google trusts you, they refer you.” [00:04:50]

He stresses that SEO isn't about quick fixes but involves consistently implementing best practices to build authority and trust over time.

Key SEO Factors for Chiropractors

Dr. Kennedy outlines five critical components that impact a chiropractor’s local SEO:

1. Google Business Profile (GBP)

• Category Accuracy: Ensure your practice is listed under the correct category, “Chiropractors should be listed as chiropractors. I know that sounds silly and obvious, but it's not always.” [00:08:10]

• Profile Completeness: Fill out the profile thoroughly with quality images, videos, and compelling content to engage visitors. A well-optimized GBP enhances your visibility in Google Maps and local search results.

2. Reviews

Reviews play a dual role in SEO and conversion:

• Volume and Recency: “Having a lot of recent reviews will impact your SEO.” [00:11:20]

• Quality of Reviews: Transformational reviews that detail specific positive experiences are more compelling than generic praises. For example:

  • “'I had this problem and now I don't, he helped me with this and that.'” [00:12:45]

3. On-site SEO

Focusing on the content and structure of your website:

• Keyword Optimization: “Focus on the word 'chiropractor' over 'chiropractic.'” [00:16:30]

• Structured Data and Metadata: Proper use of metadata and image tags helps Google understand your site’s relevance.

• Internal Linking: A well-structured website facilitates easier navigation for both users and search engines.

4. Backlinks

Backlinks act as votes of confidence for your website:

• Quality Over Quantity: “A link from CNN.com means more than a link from Rocket Chiro.” [00:21:15]

• Avoiding Low-Quality Links: Engaging in link farms or purchasing backlinks can harm your SEO through negative trust transfer.

5. Citations

Citations involve listing your business name, address, phone number, and website (NAPW) across various platforms:

• Consistency is Key: Ensure that your NAPW information is consistent across all listings to avoid discrepancies that can harm your SEO.

• Comprehensive Listings: Don’t neglect less popular citation sites; Google uses a broad array of sources to verify your business’s legitimacy.

Conversion Strategies

Beyond being found, converting online visitors into patients is crucial:

• Focus on Reviews: Reviews serve as modern referrals, building trust and facilitating conversions.

  “Reviews are really the modern referral.” [00:24:05]

• Clear Value Proposition: Ensure your website clearly communicates the benefits you offer. For instance:

  • “We help you feel better faster, get back in the game, and feel like yourself again.” [00:26:30]

Website Clarity and Layout

Dr. Kennedy highlights the importance of a user-friendly website:

• Above the Fold Content: The immediate view of your homepage should convey a clear value statement and a straightforward call-to-action.

  “If someone finds this website and sees 'Kennedy Chiropractic,' it hasn't helped. Instead, a compelling statement like 'We help you feel better faster' is more effective.” [00:29:10]

• Simplified Navigation: A cluttered website can deter potential patients. Ensure your site guides visitors seamlessly from discovery to appointment scheduling.

Managing SEO with Third-Party Services

When outsourcing SEO or website management:

• Understand What Services Include: Not all website companies handle comprehensive SEO. “They are probably not going to impact citations, backlinks, or your Google Business Profile much.” [00:34:20]

• Hybrid Approach: Combining outsourced services with in-house efforts can provide a more complete SEO strategy. Tailor your approach based on your comfort and expertise in different areas.

  “If you’re comfortable doing your own website but not with acquiring reviews, outsource the latter.” [00:35:55]

Conclusion and Action Steps

Dr. Kennedy wraps up by reiterating the importance of answering the two key questions:

1. Am I being found?
2. Are people choosing me?

Improving both aspects will maximize patient acquisition through Google Search. He encourages chiropractors to:

• Request a Free Practice Assessment at rocketchiro.com.

• Explore the Next Step Program for DIY SEO and marketing strategies.

“If you can improve either of those two things, you're going to get more new patients from the Internet from Google Search.” [00:40:45]

Key Takeaways

• Local SEO is Non-Negotiable: Being discoverable on Google is foundational for attracting new patients.

• Comprehensive SEO Strategy: Incorporate GBP optimization, garnering quality reviews, on-site SEO, acquiring reputable backlinks, and maintaining consistent citations.

• User Experience Matters: A clear, compelling, and user-friendly website significantly improves conversion rates.

• Strategic Outsourcing: Understand the scope of third-party services and adopt a hybrid approach when necessary to cover all SEO bases.

By implementing the strategies discussed in this episode, chiropractors can enhance their online visibility, build trust with potential patients, and ultimately grow their practice through effective use of Google Search.