A Chiropractor’s Guide to Getting to Page 1 of Google
IN BRIEF
MARKETING
Tom Daniel
The Need-to-Knows of Google Search
Even if you get most of your patients through word of mouth or referrals, landing on the first page of search engines should be a priority for your practice. Using search engine optimization (SEO) and search engine marketing (SEM) is extremely important for a chiropractor to improve online visibility and attract more local patients. This guide is designed to help you learn the ins and outs of getting to the top of Google.
While SEM immediately places an ad directly on the front page of Google, SEO refers to a set of strategies and techniques that aim to help a website earn a higher ranking in organic search results.
Top Four SEO Strategies
1. A mobile-friendly and secure website
To avoid Google penalties and ensure your website ranks well, it’s essential to have a mobile-friendly and secure website. Having a responsive design and HTTPS security is also recommended, or Google may penalize it and warn potential visitors that it’s not secure.
2. Content
Fresh and relevant content is key to ranking higher than other sites on search engines. Your website should prioritize content in areas such as the home page, patient education, pictures and videos, and blog entries.
3. Backlinks/citations
When another website includes a link to your website, it is called a backlink or citation. Google will rank your site higher than those with no links.
4.Meta title (title tags)
Optional code in the head> section of your website’s HTML, which tells Google, “This is what I’m about!” Optimize it for common search terms such as your location and specialties.
Top Six SEM Strategies
1. Negative Keywords
Exclude words you do not want to be associated with in search results, e.g., “free,” “budget,” and “malpractice.”
2. Configure Extensions
Make your pay-per-click (PPC) ads more prominent, informative, and functional by adding a phone call button, location infonnation, etc.
3. Link to Specific Subpages
Use a specific subpage as a destination URL so you can determine which patients reached your website through a PPC ad.
4. Be Specific
Highlight specific services you want to be associated with in search results, e.g., “pediatric doctor” instead of simply “doctor.”
5. Use Multiple Ads per Ad Group Create different ads with slight differences within each ad group to detennine which perform well and which aren’t worth the cost.
6. Use a Schedule
Adjust when your ads will display within Google Ads to stretch your PPC budget over a greater period of time.
Tom Daniel is the general manager of Online Chiro, the leading online marketing service for chiropractors offering powerful websites, reputation management, search engine solutions, paid advertising, social media, patient education, and the services you need to affordably grow your practice. To learn more call (888) 932 5560 or visit onlinechiro.com.
If you would like to get a full version of all the tips and tricks you need to know, visit: bit.ly/chiroarticle to download a full guide or scan the QR.
