As a DC, you want to help as many patients as possible. That means reaching the people interested in chiropractic care or other holistic services you may provide.
Today, patients are turning to the internet to find health providers. A well-optimized website is key to making sure your practice stands out from the competition. Search engine optimization (SEO) is the strategy that can help your practice increase its online visibility, attract new patients and ultimately grow.
The rise of web searches on mobile devices
In the past, people used to flip through phone books or rely on word of mouth to find a DC. Today, they search online to find local healthcare providers, including DCs. In fact, more than 70% of people use search engines, such as Google, to find healthcare providers. If your website doesn’t show up in these searches, you’re missing out on potential patients.
According to recent studies, more than half of all searches are done on mobile phones. This means your website needs to be mobile-friendly. Users will quickly move on to a competitor’s site if your website is slow to load or hard to navigate on a phone.
The growth of voice search
Voice search is growing rapidly. With technology like Siri, Alexa and Google Assistant, people can now search for local businesses by simply asking their device a question aloud. This means your website content needs to be optimized for text searches and voice searches.
Voice search is often more conversational, so it’s important to consider the questions potential patients might ask, such as “Where is the nearest DC?” or “Who is the best DC near me?”
Mobile-first indexing: Why it matters
Google has recognized the shift toward mobile browsing and has adapted its ranking system accordingly. Google’s mobile-first indexing means Google now ranks websites based on how they appear and function on mobile devices rather than desktop computers. If your site isn’t mobile-friendly, your ranking on Google will suffer, which means fewer people will find your practice.
To meet Google’s mobile-first requirements, your website should load quickly on mobile devices, have easy-to-read text and be simple to navigate. A responsive design, which adjusts your website’s layout depending on the user’s screen size, is critical to ensuring your site performs well on mobile devices.
Artificial intelligence and zero-click searches
Artificial intelligence (AI) is changing how search engines, such as Google, rank websites and show search results. AI algorithms are getting better at understanding what users are looking for and delivering the most relevant results, leading to “zero-click” searches.
A zero-click search happens when a user finds the answer to their question directly on the search results page without needing to click through to a website.
For example, if someone searches for “DC near me,” Google might show a map with the nearest practices, along with their contact information. While this can be great for user experience, it also means your practice needs to appear in these types of results to attract new patients. This requires you to maintain a robust Google Business Page with all your relevant information and constant content updates.
The importance of AI-answered featured snippets
Featured snippets are short, concise, AI-generated answers to users’ questions at the top of Google’s search results. They often answer questions like “What is chiropractic care?” or “How does chiropractic help with back pain?”
Your website content should be structured to answer common questions clearly and directly to increase your chances of appearing in Google’s featured snippets. It’s wise to research what questions people are asking so you can intelligently optimize your content for those questions.
You can include frequently asked questions on your site, create blog posts that address common patient concerns and provide valuable, easy-to-digest information about chiropractic care.
Fresh content: Keep your website relevant
Google loves fresh content. Regularly update your website with new blog posts, articles or patient testimonials to help signal to Google that your site is active and relevant. This can improve your ranking in search results.
But it’s not just about content frequency — quality matters too. Google uses a set of guidelines known as EEAT to evaluate the quality of content on a website. Let’s break down what EEAT means:
- Your content should show you are an expert in your field. This means creating in-depth articles, videos or posts demonstrating your chiropractic care knowledge.
- Experience. Share real-life examples of your work. Case studies or testimonials from satisfied patients can showcase your experience and build credibility.
- You need to establish your authority in the field. Authority grows when other reputable websites link to your content or you are cited as a source in relevant health articles.
- Building trust is key. Your website should provide accurate, honest information. Adding reviews, testimonials and up-to-date contact information helps build trust with both Google and potential patients.
Create content that meets EEAT guidelines
So, what kind of content should you create? Here are a few examples:
- Blog posts. Write articles on topics that matter to your patients, such as “How chiropractic care can relieve lower back pain” or “Top five reasons to see a DC.”
- Patient testimonials. Share stories from your patients about how your treatments helped them. This builds trust and showcases your experience.
- Create educational videos about chiropractic care. For example, you could film a video explaining what to expect during a first visit or demonstrating common stretches that help relieve back pain.
- Answer common questions about chiropractic care, treatment techniques or conditions you treat. These can easily rank in Google’s featured snippets.
The role of images and videos in search engine optimization
While text is essential, images and videos also play a crucial role in search engine optimization. Not only do they make your website more engaging, they also help with search rankings. Here’s why:
- Search engines, such as Google, can’t “see” images the way humans do. Instead, they rely on descriptive text called “alt text” to understand what an image is about. Make sure all your images have alt text that describes the images’ content. For example, if you post an image of a patient receiving chiropractic care, your alt text could say “patient receiving chiropractic adjustment for lower back pain.”
- Videos are one of the most popular forms of online content, and Google tends to favor websites with videos. You can create short, informative videos that explain chiropractic treatments, demonstrate exercises or introduce your clinic’s team. Be sure to add descriptive titles and tags to help your videos rank in search results.
Final thoughts
In today’s digital age, having a solid online presence is essential for attracting new patients to your practice. By implementing effective search engine optimization strategies, you can improve your clinic’s visibility on search engines, meet the needs of mobile users and ensure your website appears in voice search results and featured snippets. Regularly updating your site with fresh, high-quality content that meets Google’s EEAT guidelines will help you build trust with potential patients and establish yourself as an authority in your field.
MIKE FALKOW is the CEO of Meritus Media, a full-service digital marketing and PR company with offices in Los Angeles and Tampa. SEO is one of their core services for building online brand visibility, authority and trust. For more information, visit meritusmedia.com.
