Rocket Chiropractic Marketing Podcast
Episode: The Limitations of Local SEO & When Chiropractors Should Run Google Ads
Release Date: February 20, 2025
Host: Dr. Jerry Kennedy
Introduction
In this insightful episode of the Rocket Chiropractic Marketing Podcast, Dr. Jerry Kennedy delves into the limitations of local SEO, particularly focusing on Google Maps, and explores when chiropractors should consider leveraging Google Ads to enhance their practice's visibility and patient acquisition.
Understanding the Limitations of Local SEO
**1. Search Volume Constraints Dr. Kennedy begins by addressing the fundamental limitation of local SEO: the search volume within a specific area. He explains that when potential patients search for terms like "chiropractor near me" or "pediatric chiropractor," only a limited number of chiropractors appear in the Google Maps pack. He emphasizes:
“If you're looking at it from a funnel standpoint, there's a lot more people that need a chiropractor than there are people who are actively searching for a chiropractor on Google”
— Dr. Jerry Kennedy [05:30]
This highlights that while local SEO is valuable, it inherently restricts the reach to those already seeking chiropractic services.
**2. Competition in the Local Area Another significant limitation discussed is the density of chiropractic practices in a given region. Dr. Kennedy shares a personal anecdote about evaluating heat maps from marketing solicitations and realizing that intense local competition can severely limit visibility:
“If there's a lot of chiropractors in your area, there's just going to be more chiropractors close to that person when they're doing that search.”
— Dr. Jerry Kennedy [12:10]
He points out that in densely populated areas with numerous chiropractors, achieving a high ranking in local search results becomes exponentially harder.
**3. Geographical Location of the Practice The physical location of a chiropractic practice plays a crucial role in local SEO effectiveness. Dr. Kennedy advises that many chiropractors overlook the importance of strategic location selection based on demographic needs:
“If you're in the center part of a town, that person's going to get preferential treatment for, you know, somebody searching chiropractor in St. Louis or something like that.”
— Dr. Jerry Kennedy [18:45]
He underscores that being centrally located can significantly enhance a practice's visibility in local search results compared to being on the outskirts of a town.
When to Consider Google Ads
Transitioning from local SEO limitations, Dr. Kennedy discusses scenarios where Google Ads can be a beneficial supplement or alternative.
**1. Starting a New Practice For chiropractors just getting started, Google Ads can provide immediate visibility when local SEO efforts are still building traction:
“If you're just getting started and you have the budget for it and you can do it, that can be a great thing to do and a great time to do it.”
— Dr. Jerry Kennedy [25:20]
This proactive approach helps new practices attract patients while their organic search presence grows.
**2. Expanding Beyond Local Reach When chiropractors aim to reach a broader audience beyond what local SEO can achieve, Google Ads offer a viable solution:
“If you want to reach people that are outside of where you're reaching with local SEO, you could do that and you could do that right away by setting up an ad.”
— Dr. Jerry Kennedy [21:15]
This is particularly useful for practices located in competitive or densely populated areas where organic reach is limited.
**3. Total Local Domination For chiropractors who have already established a strong local SEO presence and seek to dominate their local market further, combining Google Ads with SEO efforts can maximize patient acquisition:
“Nothing wrong with total domination. I mean, as long as you're getting good return on investment, I think total domination is a great strategy.”
— Dr. Jerry Kennedy [29:50]
This strategy ensures that even in highly competitive areas, a chiropractic practice maintains top-of-mind awareness among potential patients.
Challenges and Considerations with Google Ads
Dr. Kennedy does not shy away from discussing the potential pitfalls of Google Ads, particularly the financial implications:
“Most chiropractors either are, it ends up being a money pit. And where I say that is because if you're doing it yourself and you don't know what you're doing, it's easy to waste a lot of money doing ads on Google.”
— Dr. Jerry Kennedy [23:40]
He warns that without proper expertise, managing Google Ads can lead to inefficient spending. Hiring professionals can mitigate this risk but may require a higher budget, which may not be feasible for all practitioners.
Effective Budgeting and Management Dr. Kennedy emphasizes the importance of budget management in running successful ad campaigns:
“If you're paying someone else to do it, oftentimes these companies that are doing payments for, they're, they're doing Google Ads for chiropractors, they'll charge you know, four or five hundred dollars, which I don't have a problem with charging that. But then they charge like they'll say hey, you have to have a thousand dollars or fifteen hundred dollars or $2500 ad minimum.”
— Dr. Jerry Kennedy [24:50]
He suggests that chiropractors must carefully assess their financial capacity and potential return on investment before committing to substantial ad spending.
Strategies for Maximizing Google Ads Effectiveness
To harness the full potential of Google Ads, Dr. Kennedy offers several strategic insights:
**1. Focus on Return on Investment (ROI) Ensuring that ad expenditures translate into tangible patient acquisitions is paramount. Dr. Kennedy advises:
“As long as you're getting good return on investment, I think total domination is a great strategy.”
— Dr. Jerry Kennedy [29:50]
**2. Continuous Learning and Adaptation Chiropractors should invest time in learning the nuances of Google Ads to optimize their campaigns effectively:
“If you're smart enough to be a chiropractor, you're smart enough to do Google Ads.”
— Dr. Jerry Kennedy [26:30]
He encourages practitioners to educate themselves or collaborate with knowledgeable professionals to avoid common pitfalls.
**3. Integrating Ads with Existing Marketing Efforts Combining Google Ads with robust local SEO strategies can create a synergistic effect, enhancing overall visibility and patient acquisition rates.
Conclusion
Dr. Jerry Kennedy wraps up the episode by reiterating the complementary roles of local SEO and Google Ads in a chiropractic marketing strategy. While acknowledging the inherent limitations of local SEO, he highlights Google Ads as a powerful tool for expanding reach and achieving market dominance when used judiciously.
For chiropractors seeking to navigate the complexities of digital marketing, this episode provides invaluable insights into optimizing both organic and paid search strategies to grow their practices effectively.
For more personalized assistance with your chiropractic marketing strategies, including website optimization, SEO, or Google Ads, feel free to reach out to Dr. Jerry Kennedy at me@rocketchiro.com.