Digital Marketing

Marketing, Advertising & SEO for Chiropractors and Physical Therapists

Praise Sim, Copywriter, GENIA

28 July 2020

Chiropractic and Physical Therapy Advertising

Chiropractic and Physiotherapy are both fields with intense competition. Naturally, the go-to choice of marketing for both chiropractors and physiotherapists is heavy advertising combined with irresistible promotions. 

Promotions are always great because they get clients through the door, but face it, they are unsustainable and honestly reap the lowest retention rate. 

What is ideal then? Customers who go to you, take the price you offer, no questions asked and come back again repeatedly for the 2nd, 3rd or 4th time, no strings attached

Unfortunately, that’s probably not what you’re experiencing now, is it? Most of you are probably reaching deep into your pockets every other month to keep up with the heavy promotions – that frankly reduce your service to way below its actual value – and even worse, you have to deal with the massive advertising costs that help drive the message out. 

To top it all off, dealing with the cancellations and no shows because these customers realise that despite the attractive promotion, the service is not something they particularly need at that moment. 

Thankfully, this does not have to be the case. You can very much focus on delivering the best quality service while having your sales running for itself. How?

First of all, you want to find the ideal client. Why does that matter? Isn’t any form of business good for my sales?

But no, and here’s why it absolutely matters.

Seeking out customers through aggressive advertising compared to having them find you, on their own accord, reaps entirely different results.

This is because customers that actively seek out your brand or services have the intent to engage your service. In fact, one of the biggest demonstrations of intent is performing a search on Google. 

 

Search for Chiros and Physics

Think about the last time you made a search on Google. 

“How many calories are there in a banana?” 

“How to get rid of pimples quickly?!!”

With every search comes the desire for an answer, a quick solution to whatever you need at that moment.

Google’s algorithm organises sites according to how relevant they deem the content of the website to be, according to each search performed. 

Hence, if your website is ranked on the first page of Google for “how to deal with severe headache” or “back pain remedies”, you’re going to funnel in the right audience that is most likely to respond to whatever you have to offer! 

Google is able to do this through the identification of Keywords. Keywords tell Google that your site is relevant to a search query, and part of the process of SEO is to get your site onto the first page of Google through the use of keywords.

And to find the right keywords, we utilise a few guiding rules.

Content Marketing for Chiropractic and Physiotherapy

1. Know why your patients are looking for you

Is it because they experience back pain? Chronic headaches? Bad posture? According to UBERSUGGEST, the monthly search volume for ‘back pain’ in the US alone is 110,000.

These number’s give you an idea on how you can better market your brand, and even more importantly, how to choose the right keywords to rank for so that you gain the most conversions. 

SEO Difficulty for Keywords

2. Identify the search terms they’re using to find you

Let’s zero in on the keyword ‘back pain’ on its own. Within the 110,000 searches performed every month, there are many variations of search results containing the two syllabi ‘back pain’.

They could be as broad as simply just the term ‘back pain’ or could be as specific as a question such as ‘stretches to get rid of sharp lower back pain for immediate results’. 

All of which, however, contain the keywords ‘back pain’.

It might seem like a no-brainer then to just rank for the keyword ‘back pain’ and call it a day since these two words are seemingly all-encompassing.

Unfortunately, it isn’t as easy it sounds. The broader and vaguer a keyword is, the more competition you are likely to face to rank for it. These are what we call short-tail keywords.

Think about the clinic two doors down your own, they are probably looking for the same clients experiencing back pain too, so it shouldn’t be a surprise that ranking for just ‘back pain’ on its own isn’t the best idea. 

Naturally, the goal is to be as targeted as possible. The longer and more specific keywords tend to have the highest conversion value. 

Best of all, they are much easier to rank for. These are what we call long-tail keywords.

Keyword Research Tools. These tools assist the process of finding the most suitable keywords to rank for and are indispensable to anyone with an interest in the business of SEO, whether a specialist or a business owner. 

And there are plenty of free tools online that can get you started. For one, UBERSUGGEST is one of the favourite go-to’s for both beginners and experts. The free version gives you plenty of insight. At a very basic level, you can determine whether a keyword is worth targeting based on its search volume and SEO difficulty (the estimated competition in organic search). 

Don’t be afraid to experiment with keywords, from broad ones all the way till the most specific ones, leaving no stone unturned –– you’d be surprised that some high volume keywords are not that competitive.

Studying your competitors. Why repeat the heavy lifting that has already been done by your competitors? For every industry, your top SEO competitors are those ranking on the first page of Google for your targeted keywords. 

Target local keywords. Did you know that 46% of all Google searches are looking for local information? And 88% of searches for local businesses on a mobile device either call or visit the business within 24 hours

Chiropractic clinic singapore ranking

“Chiropractors in Houston”

“Chiropractors near me”

These are all examples of local searches. Google tends to favour businesses with a local listing in proximity to a user performing a search.

Placing emphasis on local SEO can go a long way in optimising your online presence to attract more business from relevant local searches.

Now that you have the right keywords, you’d want to focus on optimising your website to rank well on Google.

3. Produce content based on your chosen search terms 

The common misconception is that SEO and Content Marketing work on completely separate planes. But this couldn’t be further from the truth.

Without high-quality content, you can’t realise the full benefits of SEO.

Effective SEO helps to get viewers to your site, but what motivates them to stay is the relevant and useful content that your website provides.

Physiotherapy and Chiropractic are content gold mines for marketing and SEO. 

The keywords “back pain” alone garner a total of 110,000 searches every month. Not to mention other hot keywords such as “chronic headaches”, “shoulder pain” and “neck pain”.

What this tells you is that right off the bat, you will have an audience for the content you publish according to these keywords! 

It can be as simple as demonstrating a few stretches that offer quick back or neck pain relief, coupled with a decent social media strategy, and you’ve set yourself up to a pretty good start. 

But that’s only the beginning, of course.

The consistency and frequency of your content will ultimately determine whether you are able to create a connection with your audience in a powerful and insightful way. 

A consistent approach also creates unlimited opportunities to strategically incorporate desired keywords into your site, signalling to Google that you are producing relevant content, resulting in better rankings for your targeted keywords.

Therefore, adopting a consistent and fresh content strategy will easily set your business apart from your competitors.

SEO for Chiropractors and Physical Therapists 

  1. Do on-page SEO

On-page SEO refers to changes made directly to your website, it is the process of letting Google know what your website is about and what keyword search terms it should appear for. 

The key is to be as relevant as possible. 

According to Google, “The most basic signal that information is relevant is when a webpage contains the same keywords as your search query.” 

Our goal is, therefore, to incorporate our targeted keywords into each site as strategically as possible, or what we call, keywords placement. 

Keywords placement on the most fundamental level focuses on four main areas: Title Tags & Meta Description, Headings & Subheadings (H1 & H2 tags), Image and Content.

Check-out our SEO guide to see how you can get started with on-page SEO.

backlink for physiotherapy

2. Build backlinks

Now that we’ve discussed on-page SEO, we can’t possibly leave out the importance of off-page SEO. 

And with off-page SEO, comes backlinks. A backlink is a link created when one website links to another. These backlinks are incredibly important because they act as a “vote of confidence” or “stamp of approval” which signals to Google that your content is good and therefore worth linking to. 

We call this process link building and it is arguably one of the most challenging aspects of SEO.

From the process of acquiring links all the way to measuring the success of each campaign, it almost never gets easier. 

This is because some backlinks are inherently more valuable than others. Google places a premium on high-quality backlinks because they indicate credibility and trust.

As Google’s algorithms are now more sophisticated than ever in filtering out low-quality links, SEO’s spend a bulk of their time focusing on understanding and carrying out high-quality campaigns. 

Bottom line is, the more high-quality backlinks you acquire, the more it helps your ranking, the more traffic you attract.

How GENIA can Help Chiropractors and Physical Therapists World Wide

Just take a look at the chart below. It shows the traffic growth of one of our chiropractic clinics, Vitality Chiropractic Centres in just 6 months!

Chiropractic traffic growth

Need more convincing? Here’s what our Chiropractor clients have to say:

“I have worked with another SEO company before, specific to my field and niche (Vitality Chiropractic). Caleb and GENIA conducted far more research, producing more relevant terms and avenues to explore. In the first 2 months they produced better results than 6 months with the previous company, for more difficult search terms with more visitors, and were more knowledgeable and supportive in ways we can make improvements ourselves. Highly recommended.”

– Dr Shaan Rai, Vitality Chiropractic Centres

“We worked with a SEO agency before working with GENIA but did not manage to achieve the growth we wished for. Since we started working with GENIA, our rankings and traffic have climbed significantly and we have also seen an increase in calls and incoming patients. GENIA has been a pleasure to work with and I’d recommend them to any chiropractors or physiotherapists serious about growing their practice.”

 – Dr Michael Bryant, Elite Spine Centres

Don’t hold off this opportunity for growth any longer and contact us today for a free consultation! 

In this consultation we will help you identify traffic opportunities, study your competitors and recommend a plan tailored for your business.

Should you choose not to work with us in the end, you can still adopt and expand on our recommended strategies, which your business could gain massively from.

For many small business owners, getting started on social media can be a little daunting, especially when you are boot-strapped or face lack of manpower and time. However, it does not have to cost very much to grow your business on social media such as LinkedIn. 

Here are 15 ways on how small businesses can grow their connections organically on LinkedIn.

  1. Define your purpose.

Identify at which stage of your marketing funnel you want your business to focus on and set goals to reach them. Is it to build awareness of your business, garner more engagement or convert people to transact with you? Knowing your business goal will help you work on a strategic social media strategy that will produce successful outcomes at every stage of the funnel.

  1. Build a LinkedIn business page.

According to Forbes, only 57% of companies have business pages. The remaining 43% are missing out on a free opportunity to generate leads, talent, and, ultimately, revenue. A business page allows you to post content, advertise your solutions and how it can alleviate your target audience’s pain points. While building your own LinkedIn personal page is important, a business page allows you to focus on providing value-added information that your customers can relate to.

Online and offline advertising
Types of advertisements in Singapore
Online and offline advertising

Fill up the form to receive your free keyword ideas

Q

Upcoming FREE SEO Masterclass

 26 May, Tues: 2pm-5pm

 Caleb Sim

 Zoom

Share This