The Google & AI Search Playbook for Chiropractors (Full Training)

00:00 : Chiropractors. Today, we're gonna be going through a bunch of information related to getting your practice listed and showing up across all the search platforms. Obviously, Google, and SEO, and AI, and ChatGPT, and all of these things are creating a lot of noise on the things that you should be focused on when it comes to getting your practice listed, showing up consistently in front of patients that are already actively looking for care. It's super valuable to focus and put efforts into these activities because there's already hundreds and thousands of patients online looking for help. They're on the search platforms trying to get answers to their questions. They're trying to live healthier, get rid of their pain. All you gotta do is show up. So if you can get yourself positioned really well across all these search platforms, then you're putting yourself in a really good position to attract these people into the office and convert more patients and, and grow your So I'm gonna go ahead and share my screen, and I tend to ramble quite a bit, but I wanna get through a bunch of

01:00 : really good details on all of the best practices for getting yourself highly visible across these platforms. This is a rapidly changing environment, so I'll probably have to record some updates as the algorithms change and the tools change and all the things, but this is a really good foundation for getting your practice listed, showing up consistently, and dominating your area okay, excellent. Let me go ahead and dive in. I got a bunch of visuals here that I wanna dive through and start explaining on how all of this stuff works. And you might have some experience doing some SEO or running some ads before, but the reason why this becomes so valuable is because there's such a large percentage of patients that are actually gonna do online research about you and your practice and what chiropractic care is and how it works and all the things before they come into the office. It's not very often people come in blind. Obviously, referrals, you have a step up because you have existing patients that are maybe providing some

02:00 : insight. But even in those cases, a lot of times these patients are gonna go online, and they're gonna look for you, and they're gonna try to get some clarity on what to expect and, and how this all works. A vast majority of people have never seen a chiropractor before, so they're gonna go online and do some research. And when you break down the search results page, you typically have, three big sections. This is... So if you do any search on Google, you typically will see something like this, where you've got paid advertising at the top, and then you've got the map pack in the middle, which is the Google Map listings. This doesn't show 100% of the time, but it will show most of the time for local-type queries. So if someone was searching for anything near me or back pain treatment options and, you know, stuff like that, Google understands that this is like a localized search, and it's gonna display the map listings accordingly. And then you've got websites below

03:00 : that, how your website shows up visibly across, Google Search. Now, the ultimate strategy is to show up in all three spots, right? If you can show up in all three locations, then you are maximizing your visibility for people who are already looking for care. Some users are gonna click on ads, some users are gonna click on the map pack, and some users are gonna scroll to the websites. Regardless, you wanna have that visibility there, so you can show up for all of those different users. Regardless of where people scroll, you wanna maximize your footprint there, which increases the amount of clicks that come to your practice, and then obviously more patients will convert through you Now, the shortcut to this is the paid advertising. Google Ads at the top is gonna be the quickest way to get yourself at the top of Google. With paid campaigns, you can turn campaigns on today and have your business listed at the top today, which is fantastic. We love that because that's the

04:00 : quickest ROI. Organic positioning is not something that can happen immediately. That is something that you earn and you grow over time. There's no, like, magic special button that anybody can press, and all of a sudden you just rank everywhere. You have to show and prove to Google that you are a high authority trusted source and give Google reasons to want to recommend you. If you can do the SEO stuff and build that momentum, over time you're gonna rank higher and higher and higher across more keywords, across more platforms, and you really grow a lot of momentum. This is a long-term investment, so you wanna start doing this today. You don't wanna wait, because it's gonna compound over time. When it comes to Google Ads, there's two types of Google Ads that we recommend. The first is the original, like, search ads. It's a pay-per-click model. Sometimes it's called, you know, PPC for pay per click. Essentially how these work is you pick out all the keywords that are valuable to your business, chiropractor near

05:00 : me, back pain treatment near me, sciatica treatment near me, and you say, "Hey, Google, anytime someone types in my keyword, I want my ad to show up at the top." So again, this is the quickest way to get to the top because you can turn those ads on today and boom, you're listed at the top right away. Now, the cool part about this is that since it's a cost per click model, you're only paying for it when someone actually clicks on your ad. So you're not spending any dollars for your ad to be shown. It's only charged once somebody actually searches your keyword, clicks on your ad, and visits your landing page or website. So highly efficient way to spend marketing dollars because there's very little ad waste. Now, there's a lot of nuances in running these ads to make sure that you try to minimize that ad waste where you're not bidding on the wrong keywords. You've dialed in the match modifiers to make sure Google isn't stretching your keywords to, you know, things that are unrelated. You're not showing up for competitor terms. Your ads are only showing

06:00 : during the time that you're open. You have optimized landing pages to drive conversion. So there's lots of nuances, and I'll go over some best practices. But in general, this is a highly effective advertising channel 'cause your dollars are used so efficiently to drive in traffic for people who are, again, already actively looking for help. So we love that. The second type of Google ad is called a local service ad. Local service ads operate a little bit differently, but it's still very similar. Someone's typing in a ty- some type of keyword, and there's an ad that shows up at the top. The difference is, is that the local service ads, they visually look different, and the call to action is to place a phone call. So when someone clicks on the ad, they're not visiting a website or a landing page, they're actually initiating a phone call to the front desk, which is even better. It's a cost per phone call model, so now your dollars are going to actually ringing your phone directly. The cost for running

07:00 : these ads is significantly higher than a cost per click model ad. But again, it's usually worth it because people that are calling your practice have a much higher intent of actually booking an appointment. Usually, when you can get people on the phone, you have a much higher likelihood that you're actually gonna convert that patient versus someone browsing and visiting a landing page, and hopefully they call, or hopefully they fill out the form. this, this is super, super effective. We recommend running both. We, we like to have both the search ads, the pay per click ads running, as well as the local service ads. They do show up at different times for different people, depending on what you might type in, which is why it's important to have both. they, they both are super impactful when you run them side by side. there's a, a few hoops that you have to jump through when it comes to getting these ads up. You have to get the Google Guarantee badge, so there's a verification process that Google makes you go through. They

08:00 : wanna do a background check. They wanna, you know, verify your insurance. They wanna check your license, make sure you're legit. They're gonna do all that stuff ahead of time before they're, they approve you to run these ads. In our service, we help you take care of that, but of course, you could do this as well. The intent is that once you get through that verification process, you now can run the pay per click ads alongside the local service ads, so that way they're both showing up and, and dominating that Google Search page. When running Google Ads, there's quite a few best practices that we recommend The first is to create relevant and effective landing pages or website pages that you can push people to. And the idea here is, is that you wanna have a lotta, a, a straight line between what someone types in, the ad that they see, and the page that they hit. So for example, if someone was searching for neck pain, "How do I get rid of my neck pain?" You wanna have an ad that displays that

09:00 : talks about neck pain. And then you also wanna have, once they click on that ad, the landing page that they hit is also talking about neck pain. What you don't wanna do is have, like, one generic campaign that targets all symptoms because it's not highly relevant to what that person searched for. If I was a user and I typed in neck pain treatment and I saw a generic ad about a chiropractor, but it doesn't say anything about neck pain, it's gonna decrease my likelihood I'm gonna click through on that ad. When I hit the page, if the page doesn't say a lot of stuff about neck pain but it's more generic, maybe it talks about back pain and chiropractic care and decompression or whatever, but it's not neck pain focused, then I'm gonna think I'm in the wrong spot. So I hit the back button and I go to the next one on the list, and that's called a bounce. There's a healthy amount of bounce rate that you wanna have, but if you have non-relevant landing pages, it increases your bounce rate, which is a negative impact on your ad

10:00 : performance. So group your ads together based on keywords and create relevant landing pages to pair with those groupings The next thing is to focus on conversion tracking. So a lot of practices try to DIY their Google ads, but they don't have good conversion tracking in place. Google's algorithm in the, in the advertising algorithm, even on Facebook, if you ever do social ads, they thrive off of having conversion data. So when someone visits your page, you wanna track when people call you. You wanna have call tracking. You wanna track when people fill out the chat widget, or fill out a contact form, or book the appointment on the calendar widget. All of those engagements are showing positive results. And you can say, "Hey, Google, this person converted. This was actually a good quality click. I like that. Get me more of that." So then Google's algorithm is tracking all that and goes, "Oh yeah, all these users, they tend to take these type of actions, and that's good. the client is saying they like that, so I'm gonna learn

11:00 : what I can about those users," and all the data that Google hoards about people, and it's gonna go try to find more people that fit that demographic, that fit that target audience, and try to serve your ads to more people who are likely to convert. So when you can track conversion data, feed that data back into the algorithm, it'll optimize the ad delivery to get you better and better results. So if you're, you're missing out on conversion tracking, you're really shooting yourself in the foot on how well your ads can perform for you. Another tip is to do ad scheduling. So it doesn't really make sense to run ads during hours that you're not available to answer the phone, or on the, on the weekends when you're closed after hours. Usually, you would rather save those dollars and spend those dollars during the times that you're actually open. If you're doing good conversion tracking, you can actually track when people are converting, what time of day, what day of week, and you'll notice pretty

12:00 : quickly that your conversion rates are gonna be much higher, usually we see it's double, during the hours that you're actually open. When you run ads during times you're not open, your conversion rates usually are in half. So with a limited advertising budget, it makes more sense to spend that money during times that you're open, so set up ad scheduling Negative keywords, this is another big one. So there can be a lot of similar keywords that will make your ads get triggered and show up when you really don't want it to be. So an example of that would be someone types in... Or may- maybe, maybe you're bidding on the keyword chiropractor or chiropractor near me. That's a really good one, right? if someone were to type in your competitor's name, ABC Chiropractic, down the road, chiropractor and chiropractic in Google's eyes are very close. It understands that those are nearly the same term in the end. It means very- something very similar.

13:00 : So you might not be bidding on the word chiropractic, but if you're bidding on the word chiropractor, when someone types in chiropractic, your ad's gonna show up. Google sees that it's very similar, and it will display your ad anyways. So that's called a broad match modifier. There are different types of modifiers you can add to keywords, but that's a common one. Negative keywords set you up in a position where you can say, "Hey, don't bid on these keywords. I don't want my ads showing up for these." So a really good activity is to go through your town and find all your competitors. Write down their name, the business name, and the doctor's name, and put that list in your negative keyword list and apply it to all your campaigns. You don't want Google to automatically put your ad in front of when people are searching for a competing office. If someone is typing in your competitor's name, it's very likely they're already a patient at that office. So it doesn't make sense for you to waste ad dollars trying to, you know, show up for that click. You end up getting a lot of phone calls of, "Oh, I thought I was calling so and so down the road," and that's probably because your ad showed up when it shouldn't

14:00 : have. It's impossible to eliminate this 100%, but if you use negative keywords, you can really put some guardrails in place to keep Google in line with what you actually wanna show up for. Now, that's one example, but you can apply that to a bunch of things. You know, chiropractic salaries, chiropractic jobs, free adjustments, stuff like that. You don't wanna show up for that type of junk, so use negative keywords appropriately. The next tip is to use ad extensions. Outside of the, just the headline and description of your ad, you can add a bunch of extensions onto your ad to make your ad stand out more. So it'll make your ad bigger, it'll have more data, it'll show more icons. All that stuff makes your ad stand out against the others. So adding things like the call extension, adding site links. the big one is your location extension. The location extension is huge because that adds your Google Business Profile to the top of the map pack, which is a really, really valuable place to be. Set up all your ad extensions, the more, the better And then the last tip is really to always A/B testing stuff. You should always have more ads running, more headlines. You should always A/B test your

15:00 : landing pages. You never know what's gonna convert better, what's gonna drive higher click-through rates, what's gonna drive more conversions. So when you test stuff consistently, you can use the data that you're tracking from all your conversions and try to drive the, the campaigns into an area that is in a state of constant improvement. You're not always gonna have positive weeks and positive months. There's gonna be, you know, ups and downs accordingly. Advertising costs will go up in Q4, it's predictable, which conversion rates will go down in the summer. Like, you know, there's different seasonality things, of course, but the intent is to try to consistently find ways to improve your ads by testing things. And Google Ads has a great option for adding experiments, which allow you to test different variables side by side to see what's gonna help move your ads in the right direction. Holy smokes, that was a bunch of information on ads. I hope that was helpful. The next section we're gonna talk about is all the organic stuff. So if I go back to the Google Search results page, the only thing we've talked about so far

16:00 : is ads up here, paid ads. The next big section are these two sections down here, which is the map listings and your websites. Now, there's a bunch of factors that go into the Google Search algorithm. I could spend, you know, eight hours going all over a bunch of different activities that you could do. I really wanna try to give you, like, the most important factors that are gonna move the needle the most for you. So let me flip back down When Google tries to decide who to put in those top positions for when a search comes in, it's looking at some pretty, you know, important information. The first is the relevance. Does your business listing, website, et cetera, have relevant information that's valuable to the end user based on what they searched? Google's trying to understand, okay, this person searched for this specific question or keyword. Does this listing or website have

17:00 : the right information that's gonna, you know, answer their question or get them the information that they're looking for? Of course, Google's job is to try to give people the best result. If it wasn't, then people wouldn't use it anymore. and the, the AI platforms work the same way. Do you have relevant content and information that helps answer people's questions? So it's gonna look at relevancy. The second thing is the distance. It... For local searches specifically, is this physically located near that person? Of course, you don't want to be showing up for people in different states in the other side of the country, so you're focused on a local audience, and Google understands that. So is your business physically located near where that person is? And that is something that's a little harder to change, right? You have a physical building. You can't... It's pretty difficult to, like, pick up and move. But when selecting a location for your practice, if you're a new practice, think about this. Like, relatively speaking to the population and people's, you know,

18:00 : routes that they drive, are you in a location that is easily accessible, there's a lot of people around, et cetera, 'cause your location is gonna matter on your ability to track people. So your distance. And then the last is your prominence. How well-known Are you and your business in that local community? Are you a trusted source? Are you an authority figure? Do, do people rate you highly? Do people talk about you? all of that type of stuff can help increase the trust scores that Google has in your business and you. And, again, Google wants to provide the best possible resource. So when you increase your relevancy, you have a, a... you're relatively close to them in distance, and you're an authority figure and people trust you, you're putting yourself in a really good position to... for Google and ChatGPT and Gemini and, you know, all the search platforms to want to recommend you and put you in those top positions So we're gonna look at some things that you can focus on to help really boost, you know,

19:00 : those things that we can control. Obviously, you've got, you know, paid ads is the, is the cheat code. It's the, it's the shortcut to get to the top is paying for it through, you know, the search and the local service ads. But then you've got all this other stuff for that long-term investment for ranking well on Google. And there's some things that you can do internally with you and your staff, and there's things that you probably need, like, your website person to help with. And, you know, if you have a marketer doing SEO for you, these are some things that you want them focused on. so this is stuff you wanna pay attention to, and I'm gonna go through, a number of these things. So the first is, you know, optimizing your Google Business profile. Your Google Business profile is your listings on the map pack, and that listing is, is very, very important There's a bunch of different data fields and things that you can add to that listing. My recommendation is to fill out as much as possible. Add as much details as you can. When the business was open, your hours of operation, all your

20:00 : services, any products that you might sell, anything that you can think of. If you've... If there's a field for it somewhere on that listing, you wanna add it. The more complete profiles are usually the ones that win. So if you have a listing where you're missing a bunch of data, but your guys down... Your competitors down the road have a really complete listing, that one's probably gonna outrank you every time. So get your business listing fully filled out as much as possible. Make sure that you have multiple categories. Obviously, chiropractor should be your main category, but you can also add secondary categories like, you know, pain management or doctor, and there's these all... A, a big list of secondary categories that you can add. Add 'em. Add service areas to your listing. Make sure that your name, your address, and your phone number are consistent, that they match what's on your website. Not match closely, match exactly. All the punctuation, the spaces, commas,

21:00 : apostrophes, periods, all of that stuff needs to match exactly with how it's listed on your website. Some people, when they type out their address, it might be, you know, they type out S-T-R-E-E-T for street on their website, but on the Google Map listing, it says St. for street. They shorthand it. Well, now it doesn't match. Now, we would, would like to believe that Google is smart enough to understand that St. means street, but in Maps, in the real world, how physical locations work, all of that stuff matters. So you wanna have it match exactly the way that it's spelled on every single platform so it's consistent. so yeah, there are some tips for completing your Google Business Profile Other things that you should add to the Google Business Profile is your, media, pictures, videos. You should be adding that stuff regularly. What you should not do is add stock photos or stock videos. You'll actually get penalized for that. Get real photos and real

22:00 : videos and post them regularly on your Google Business Profile. We recommend posting new media on your listing at least once a week. It's not too difficult to snap a new picture once a week in the office and post it on on your Google Business Profile. that activity is gonna be really good and show engagement that you care, for Google's algorithm, and it'll help boost things. You'll also get more engagement with your listing. Patients that are visiting your listing will see more photos and videos, and they're more likely to actually click on them, watch them, see them, et cetera, which those engagement scores, again, is a ranking signal. So more people engaging, the higher you'll show up on Google Maps. Also adding your offer. there's a section where you can post regularly on your feed on the Google Business Profile, almost like a social media platform, and one of those posting options is posting your offers. So set yourself a reminder to post your offer on there once a month or once every other month so it stays active and fresh and people can see

23:00 : that The next one is setting up a virtual tour. This is where You've probably seen this before with, like, the Google Street View. You can, like, drag and drop the little human on the road, and then you can, like, you know, move around. You can actually do that inside of businesses, too. And there's actually a special camera that we send to our clients that takes 360 photos. You could order one on Amazon, or you can hire, like, a professional to come in and do this. But setting up that virtual tour is super powerful because, again, it's additional content that people can engage with. When you can get more people engaging with your listing and your content on your Google Business Profile, again, that increases Google's trust, those scores go up, increases your rankings. So this is really cool. It's a 360 camera. You set it up around your office. It takes a bunch of photos. You stitch them together, and you publish it onto Google Business Profile, and now you have that Street View, ready to go on the, on the listing, which again, is super

24:00 : valuable for all those reasons Okay, here's another good one. getting your reserve with Google set up with your listing. Google recently has been rolling out the ability for people to book appointments right on the Google Map listing. And this is a very, very important component to your listing, and we're gonna see this being more and more important as, as we go here. but this allows patients to book without ever visiting your website or any other, like, landing page or anything Patients love to self-serve. They would much rather just do it themselves than to pick up a phone and and talk to someone, especially existing patients, but even new patients, they... If they don't have any questions, then they don't wanna go through the hassle of sitting through a phone tree and waiting on hold or potentially going to voicemail and having to wait to hear back. That's not a fun experience for people, so online self-serve options have become more and more popular This results in the user having to make fewer clicks and get directly onto the

25:00 : calendar. You'll see an increase in conversion rates when adding that ability through your Google Business Profile In order to do this, you do have to have a software that integrates with it, with a calendar system. So, our ENGAGE platform does this. So if you're, you know, one of our marketing clients using ENGAGE, you have that capability. I know ReviewWave also has that, ability to connect to this and, and set that up. I don't know if Sked does or not. if they don't today, then I'm, I'm sure that they will in the future 'cause this is gonna be super valuable. Okay. Another tip is to focus on reviews. I mean, I'm sure you've heard that before, but it's not just about how many reviews you can get. Obviously, the quantity of reviews is, is gonna be super valuable. When patients are looking at chiropractors and they're comparing different options, they see, you know, one practice with 50 reviews versus the next practice has 250 reviews. Obviously, there's, like, a

26:00 : huge increase in, like, the trust that they have in that one with more reviews. Google looks at that, of course. What they also look at is your review velocity. How frequently are you getting reviews? Are you getting reviews consistently over time? What Google does not wanna see is you get a bunch of reviews, and then it drops off, and then you flat line because that looks like you're closed. That looks like... You know, that also looks spammy. Like, maybe you did, like, this big fake campaign to get a bunch of reviews, and then it just dies off. What happened? Google doesn't like that. So Google would much rather see consistency. Every week, you're getting one to five new reviews, and it slowly builds and grows over time. This is what you wanna see. Review quantity, but also the velocity of which you're getting new reviews. So make it a habit. Make sure that you guys are asking for reviews. Get yourself one of these. Here, let me show you this. Get yourself one of these. It's a Google Review stand. We sell these, but you can get 'em on Amazon. People just tap their phone on it as they leave, and it gives them a

27:00 : little notification to quickly leave a review. Get yourself one of those. Highly valuable. Focus on reviews. Send review text messages after the appointments asking for a review. Give them the link. Your Google Business Profile has a link to ask people for reviews. There's a button you can click on. It'll give you the link. Use it. Send out review requests. The more you ask, the more you'll get Okay, yeah. So I, I just talked about this. Get yourself one of those Google Review Stands so people can tap on their way out, send text messages automatically. So after they leave, it's requesting them to leave a review. one thing to pay attention to is, there are some policies when it comes to review that Google is really adamant about. One is never gate the reviews. So there's this, this term called review gating, and this is where... You're not supposed to do this, so definitely don't do this. But, you request feedback and you say, "Give us a rating one to five." And if they say

28:00 : five, you give them the, the next follow-up message is you give them the link to leave a review. If they give you like a three or a two, then you're like, "Oh, well, here's a survey. Like, here's a link to our website and fill out wha- what could we do better?" That's called review gating, where you're trying to filter out bad reviews. Don't do that. One, it's against the policies. It can get your listing suspended. Two Usually people are not leaving bad reviews. That's not super common. Usually, you're only getting positive reviews. So when you are requesting feedback and then only if they give you a five then giving them the link, you're asking those people to do two steps. One, send back your initial review. Two, the second step, now I gotta do it again. I gotta click a link and go and do... leave another review. I'm at... You're asking me to do it twice. So what happens is you'll get a bunch of people that say, "Oh yeah, I had a five," but then you send them the link, and then they don't do anything because they don't want to. It's a, it's, it's disruptive to their life. So you're, you're asking them to do things on

29:00 : repeat. so you'll see a lot of people will drop off after that first response. Instead, it's much better, just give them the link. Give them the link right away. You'll find that you're gonna increase your conversion rates with your reviews. You're gonna get a lot more reviews. You're also gonna find that not very many people leave negative reviews. So you're not gonna... Don't be scared of getting a negative review, 'cause it's unlikely to happen. And when it does happen, it's actually okay. Like, you're gonna... You'll s- you will survive, I promise. It actually looks better if your listing has some negative reviews. I don't want you to see a bunch of negative reviews. You don't want that. that, that's a, a, a sign of, of a different problem. but if you have some sprinkled in there, that's okay. When users are, are evaluating businesses and they, and they saw your listing and you have 400 reviews and they're all five stars, it looks fake. It looks like you spammed it. You used AI to fake it. it doesn't look real.

30:00 : But if you have 500 reviews and you're at a 4.8, that looks real. That looks believable. A 4.6, even a 4.4, 4.3, you're okay. You're in those top positions. you have lots of reviews. You have mostly five-star reviews. In the instance you do get a negative review, it's all about how you handle it. You're never gonna win an argument online. It, it just never will. So then when you get a negative review, don't argue with them. The best thing that you can do is to formulate a professional response and publish that, inviting them to contact you to get that issue resolved. "I'm sorry that, you know, you, you had this experience. That doesn't seem, you know, normal. I would really like to investigate with this with you and see how we can get this resolved. Please contact me directly here." post that and that's it. You'll likely never hear from them. but what happens is, is that other prospective patients that see that response are gonna see that you are paying attention and that you care, and it was

31:00 : professional. So it's okay to get a few negative reviews. Don't be scared of it. Send your review link. Boost your review numbers. It'll help you tremendously, I promise. We see it all the time For your positive reviews, we do recommend setting up an automation to respond to all of those. Our system does that, our ENGAGE tool I mentioned, but there's other tools that can do this as well. Essentially, when reviews come in, you want, you know, your AI bot or whatever to read the review, formulate a custom response, and publish that automatically. Google wants to see that you're replying to all your reviews. Those engagement numbers matter, so make sure that you're replying, and you can do so automatically through software. We recommend taking your reviews and publishing them on social. our ENGAGE system also does this automatically, but again, there's other tools as well. But it essentially will take your review, create this little graphic with, like, real pictures of you guys in the office. You can build, like, a little library of them, and it'll rotate through them, and it will, you know, publish those automatically across your social feeds, which is great. it helps encourage people to leave reviews. It highlights that people have a good

32:00 : experience there. Obviously, there's a lot of benefits to that social proof okay. So then, I also talked about this, where, making sure that your name, address, and phone number match on your Google Business profile as well as your website, but this also applies to all listings. So outside of Google Maps, you also have hundreds of other directories that list local businesses. Yelp, Foursquare, Yellow Pages, Apple Maps, Bing Maps, et cetera. You wanna be listed everywhere. The more places that you are listed, the higher visibility that you have for people who do use those platforms, but also more importantly, the search platforms. So Google and ChatGPT and that stuff are gonna be looking at where are people talking about you? And if you have all of those listings and directories with your business on it, that increases the number of citations that you have. So get more citations, make sure that business data matches exactly. If you've ever moved addresses before, this is tough. You gotta go through and update all of this stuff. There are

33:00 : tools and stuff to help you automate a lot of it and do some of the heavy lifting. We do this as part of our SEO program, is to make sure that your... You know, you got all the right listings, and all the data matches and stuff. but this can be a very tedious process, but it's important. If the data mismatches it confuses Google. It's like, "Oh, well, that could be a different business. It's a different address," or, "That's a different phone number. The name is spelled differently." all that stuff is gonna impact, you know, the consistency that Google finds. I bring all of this up because it is actually really common for practices to be confused about their rankings. So you could be sitting in your office, and you do a search, " chiropractor near me," and you look at the listings and you're like, "Oh, yeah, I rank well." The problem with that is Google knows where you're physically located. Google knows that you're sitting in your office, and remember, location is a, is a really high, ranking factor. The closest possible option.

34:00 : So Google knows that you're sitting in your office. You're obviously the closest option, so it's gonna rank you number one or in the top positions pretty easily. The problem is, is as soon as you get a mile or two down the road, your rankings will drop off drastically So this is like an example of what that looks like. You know, you rank well sitting in your office, but as soon as you get down the road, nobody can find you anymore. Your visibility disappears. Where you really want your map to look more like this, where you rank well sitting in your office, but you also rank well all around town. So you get a mile or two or three miles down the road and people are still discovering you when they search for a chiropractor. To get there, you gotta do all the things that I'm mentioning. You gotta build those authority scores, you gotta have consistent name, address, phone number, you gotta have lots of reviews, you gotta have good posting and optimized profiles and all the things consistently to con- to, to move the needle here. And it's not, it's not easy to do. It does take time, but it's very, very important and it can be super, super valuable. Okay, that

35:00 : was a bunch of information about the Google Map listings. The next part I'm gonna talk about is websites. So your website is a very, very key component to how Google will rank you across Google and, a- and the other search platforms, Bing, ChatGPT, et cetera. All of them are gonna be looking at a lot of the same stuff The first thing that we look at when it comes to building out a highly optimized website is the content, the words on the page. And obviously, you could have a homepage that's... And, and sometimes you'll have an About page, and you have a Team page, a Booking page, a Contact page. But a lot of practices are missing where they provide heavy, in-depth, authoritative content for all of the types of information people are looking for. Not everyone is looking for a chiropractor. A lot of people are searching for, " How to get rid of my back pain, neck pain treatment," you know, " mitigation techniques for headaches," et

36:00 : cetera. So we have a, a big step that we take in our website building process, and we recommend you do this, is that you make a list of all your services. You know, obviously adjustments, what techniques you use. Do you do massage? Do you have decompression? All that stuff. You want an individual page for every single one of those services. You also wanna have an individual page for every single symptom or condition that you wanna attract. So if you want people coming in with headaches, then you've gotta have a page on your website that talks about headaches. Remember when I was talking about with Google Ads, you wanna have the keyword that someone types in match the ad text that matches the page that they hit. And, and SEO is the same thing. So someone's gonna type in headache treatment near me, and if you don't have a page that's dedicated for headaches, you won't rank for it. You could mention headaches on your homepage or on your about page or whatever, but it's not enough. You wanna have deep educational content

37:00 : about headaches. Where do headaches come from? Common causes, tips and tricks, why chiropractic care is a really good choice. you as the authoritative doctor are an expert on seeing headaches, et cetera. You wanna have a video about headaches, some FAQs. All of that stuff is gonna do two things. One, it's gonna educate patients once they get to your site. A lot of patients are going to your website trying to figure out, can you help solve my problem? And if they can't get that answer and they don't feel confident on it, they're bouncing. They're going to the next one on the list. The second thing that happens is Google crawls and reads all that content. So if you have a really in-depth page about headaches that has all sorts of really good content and education and authoritative information about headaches, Google and ChatGPT and Gemini and Bing and all the, all the search engines are more likely to want to put your page in the search results. So you do wanna spend time digging into service pages, symptoms, and conditions.

38:00 : We also recommend location pages. So obviously, you're... You have an address that has, like, one city as the primary spot, but you probably pull in patients from surrounding neighborhoods and cities. So why not try to rank in those surrounding areas? You can take your homepage and essentially duplicate it and customize it to target different locations around your area You might have suburb A, a page for suburb A and then another page for suburb B and another page for suburb C. And then way, that way you have pages dedicated to that. So when someone searches headache treatment in suburb A, you don't miss out on that opportunity. You show up, you can teach people that you, you work with patients in that area and, and teach them, the power of chiropractic care and, and pull those people in from surrounding neighborhoods. So that's one of the, the SEO tactics is build a page for every, like, sub-city around you that, is within a reasonable driving distance.

39:00 : It'll help increase your authority. You'll show up more consistently across town. it can be a super, super positive rank-building activity. another tip is to set up a resource page, local resources. So there's probably a lot of businesses in your area, local businesses, that, do things that are in the health and fitness space that are not chiropractic and not direct competitors. So, you know, you've got, medical doctors, you've got attorneys, you've got massage therapists, you've got, IV therapy clinics, you've got all sorts of things, right? So I would build relationships with those businesses. I would list them on your resources page, and I would try to, like, get to know the owners and the people that work there and build those relationships and ideally try to get them to link back to you. L- links are the way that Google bots crawl and find new pages and content. So when

40:00 : you are linking to other local businesses, it creates local relevancy. Google sees that you are locally relevant in that community, and if you get those backlinks from those other businesses, it shows that you're authoritative and legit, and people wanna link to you, which is a good signal to have. Backlinks are usually really good for you. So if you can build those relationships and, and basically exchange links with them, that's gonna help both of you. So build a resource page This is another big one. So one of the ways that you wanna build your authority is by focusing on you as the doctor as a separate entity than the business. Google sees brands and people as two separate entities. So yes, you wanna build credibility for the brand and the business, but you also wanna build credibility and authority as you as the doctor. So when you build out your About page, you wanna have a robust bio. You wanna

41:00 : have really good information that shows your credentials, shows your experience, shows your certifications, your education, your specialties. All of that stuff is gonna help build this profile of you being a legitimate, educated, authoritative doctor. Because what's gonna happen is as you build content and distribute content, you wanna be able to say, " I wrote that content. I'm the authority figure and that-- those are my words and I wrote that." And the reason why that matters is because anybody can go on ChatGPT and write a blog article. Anybody can do that and publish it. Not everybody is a doctor. Not everybody has the credentials that you do. So Google is looking to see, well, who wrote that? Is that actually authoritative? Is it actually written by somebody who knows what they're talking about? So when you build up your own credibility as a doctor, and then you link that to your content, Google sees that. They see that you're an

42:00 : authority doctor, you have these credentials, you have this experience, and you wrote these blog articles. So I know that those blog articles are legitimate and authoritative because you, the doctor, wrote them. And you do that same thing across all your content, podcast episodes, videos. You do all of that by, in the back end, there's this thing called schema, where you connect entities together through proper code. So you have the blog article, you say, "Okay, this blog article was written by, here's the author, here's the link to the author's bio," and obviously that links to their credentials, et cetera, and you're, you're creating this linkage between the two entities. So you can build up your own entity authority with Google, so that way you can have credibility between the, the content that's being published. And when you make that linkage together, it's super powerful Google is not the only one that looks at that. Obviously, AI is looking for credible, authoritative content as well. So same thing. When you set yourself up as a, an authoritative entity, this also helps with, you

43:00 : know, how you get positioned on AI. There's obviously some key differences in how AI indexes and understands data. So when it comes to formatting data and, and content, sometimes you wanna have, you know, short-form content. it used to be where you'd wanna have big articles and big blocks of text and et cetera, and that's still applicable, but you wanna have different sprinkled-in sections that contain, like, very short, quick hitter responses. So answer questions in one sentence. I think that sums it up pretty well. can a chiropractor help with sciatica? Instead of writing this big novel about that, you know, write something short and quick that AI can cite, fairly easily. That'll help you with all the new AI, AI technology is essentially re-summarizing the data that it scrapes, and when you can create really concise data, you increase the likelihood that they're gonna wanna cite you. here's the schema that I was talking about. On your

44:00 : website, you wanna have lots of schema, really robust schema for all, all the different entities and components and how they connect together. So you obviously have, like, your main business, but then you have your doctor schema, your location schema, your blog schema, your podcast, your videos. It... I mean, there's a whole bunch of 'em, and you wanna like, interlink them together in the code. So this is really, like, up to your web developer, to do this. So make sure you're using a good website person and that they're doing appropriate schema on the site to making sure that that stuff is getting registered correctly across Google and AI and all the platforms 'cause they're looking at that. That's how it understands the data better rather than just reading the text. It's gonna look at the schema. okay. Next one is patient education. So I talked about that with, like, service pages and stuff. really big on patient education material on your service pages, on your symptom pages. We also recommend doing blogging, so patient education articles. that can be less about,

45:00 : the medical information that you would put, like, on a service or symptom page, but it can be more lifestyle. You know, for example, three tips to help mitigate your headaches, backpack tips for your kids, better sleep positioning for a healthier spine. Different lifestyle-related things that still are highly relevant, but expands the knowledge base that you create for patient education. Google loves that. You'll rank for more keywords when you, you know, do that on a regular basis All this boils down to an acronym called EAT, where Google's looking at experience, expertise, authority, and trust. And if you do all of the things that I'm saying, you're gonna help increase your EAT scores or your, Google's, you know, interpretation of your authority and rank your content accordingly. So focus on, you know, the, all the elements that I'm mentioning, and you're gonna see an increase across how you get positioned across all the search platforms. I

46:00 : mentioned Google a lot when I said this. When I say Google, I also mean all the search platforms because the foundation for ranking on Google, Bing, ChatGPT, Gemini, Claude, all the things, they're all looking at a lot of the same trust and authority signals. So if you have authoritative content, if you're a trusted source, you have lots of reviews, you have good schema, you have a good byline, all that stuff is gonna help translate into a source that people or that these tools want to cite. Regardless if it's Google's algorithm or Claude's algorithm or ChatGPT's algorithm, they're looking at a lot of the same stuff. And yes, there's differences in how they interpret the data and how they present it, but the foundation is the same. You do this stuff, and it's gonna be, you know, applicable across the board There's, when looking at the AI stuff specifically, there, there's just some tweaks that you might wanna make in, you know, how you present content.

47:00 : I talked about, like, you know, using structured data with schema, using FAQ sections are really popular with, you know, quick and concise answers. You know, Q&A is kind of the same thing. all of that stuff and how you, like, position that and how you write that content can help influence that a little bit. So it's just really about content structures, using lots of headlines, to break up the text, et cetera, that can be valuable for, for getting more AI citations FAQ blocks, comparison tables are really good., using, like, a myth versus fact section can be powerful. how to, having, like, a how to section, you know, ChatGPT and, and the other AI platforms love that stuff., a too long, didn't read summary is really good for over, like, long pages, like big blog articles. That's really helpful. A table of contents, kinda same thing. you know, those are, like, anchor links that you click on and it, like, scrolls to that section of the article. Those are really good., all that type of stuff can help with structuring your

48:00 : content for AI citations The other component when it comes to the AI stuff is that, yes, you wanna have visibility, of course, but it's not just about the content and the, the rankings, it's also about how can AI engage? Because AI is not just a, another Google search anymore. AI is now something that can take action, where it will actually perform activities for people online So remember earlier I talked about on the Google Business profile, you wanna have it where your map listing can, people can book on it. And one of the reasons for that is, one, it'll influence rankings. Google wants to serve the one that has an available calendar versus a practice that does not, 'cause it gives, you know, a better experience to the end user. But two, the AI agents can book on that. So if a user is using the AI agent and the AI-- They're asking the AI, "Hey, how do I get rid of my back pain?" And the th- and the AI's like, "Oh yeah, you should see a chiropractor. Here

49:00 : are, you know, some, some options." And the user goes, "Oh yeah, this one looks good, it had lots of reviews I'd like to book an appointment. And the AI can actually then book the appointment on behalf of the user. So instead of the user having to do all the clicks, it can like... The user can say, "Hey, Google agent, can you go book me a chiropractor appointment?" And it will do it automatically. it can do that on the online calendar, but it can also call you. Google is starting to call local businesses and do it over the phone on behalf of patients. So I'm gonna talk about that a little bit, but you gotta make sure you're not missing phone calls, 'cause if you are missing those phone calls from the agents, the agents will stop calling you. They're gonna call the business down the road. one of the components that will influence this is showing your prices. So again, back to the scenario where patient is engaging with the AI agent, "Hey, how do I get rid of my back pain?" The AI agent rec-recommends seeing a chiropractor. The the patient goes, "Oh, how much is it?" And then the AI agent's like, "I don't know. Let me go look." And then they go look and, like, you don't have any pricing

50:00 : information, but your competitor does, it's gonna recommend the competitor, and it's gonna say, "Oh, you know, Dr. Nick didn't have his, didn't have his pricing, so I can't say to that one. But ABC Chiropractic down the road, their new patient exam's fifty bucks. their regular adjustments after that are sixty-five. They do offer decompression for eighty bucks a session." You know, I'm, I'm just, you know, rattling examples. But the AI can give that information to the user, and the user goes, "Oh, okay, perfect. I'll do that." So then, "Yeah, book me that appointment." And then it goes and it books the appointment automatically. So having your prices shown and available on your Google Map listing and on your website is gonna be valuable for patients, but also the AI agents that are using, that content to, to help patients., I talked about this. Don't miss phone calls. A- the AI bots from Google and these other platforms are starting to call businesses on behalf of patients to, to, to book those appointments. If you are sending those to voicemail, again, those agents are gonna stop calling you. They're gonna call the people that actually book. We

51:00 : highly recommend that you set up some type of virtual assistant. It doesn't have to be one that works twenty-four/seven, but ideally at least one that picks up missed phone calls and phone calls after hours. What you don't want is Google's calling your business during your lunch break, and Google goes, "Wow, this business is never answering at one o'clock in the afternoon. I'm gonna stop calling." Set yourself up with a virtual assistant, that can answer phone calls. There's lots of them out there. We offer one through our ENGAGE platform. It's called our Virtual CA. Works really well., but yeah, get an AI receptionist of some type to pick up those missed calls and after hours. Super, super valuable, yeah, this one is a quick tip about just your website speed. Obviously, if your website's really slow, that's a bad experience for end users. They bounce more frequently 'cause they're on their phones. It's not loading fast. They bounce., that also will influence, you know, AI using your site., that could hurt your rankings if your site is too slow Okay, holy smokes, that was a lot of information. I got a couple more little tidbits here., the first is really gonna be about

52:00 : expanding your presence on different platforms, specifically social. when you post that educational content consistently across social media, the search platforms can see that. So Google can see that, the chatbots can see that. that's all important, and it's gonna help elevate your, prominence by showing up in more places with that educational material. I talked about building local links, trying to build those relationships with other businesses. Obviously, like, the more places that you can have, talking about your business, that's gonna be, you know, best. Join the local chamber, sponsor different things across in your community, try to drive some press in some capacity, throw a new patient appreciation day or whatever, and get your local newspaper to write about it. Do all of that stuff because it's gonna help increase a lot of noise across the Internet about your business. we are also really big advocates on content pillars, and there's not really a better content pillar than a video. If you can create more patient educational videos, this will

53:00 : expedite and greatly improve the content that you have across the Internet. When you create one video, that one video can be repurposed and reused in so many different ways. Obviously, it's really good content in general to help patients get more educated about what it is that you do, but it also helps increase more consistent content across all the platforms, which is really good for your search presence. Film a two-minute video about headaches, where they come from, common causes, tips and tricks, how chiropractic care helps, et cetera. Take that video and then post it on YouTube. Post it on your Google profile. Put it on your website, on your headache page. Post it, another version of it across social media. Put it into your ads. Put it into your blog articles. Email it out to your list. Do all sorts of things with that video to distribute it in as many forms as you can. Take the transcript from that video and turn it into a blog article, and that's another form that you can then

54:00 : also be published across your website and social and your emails and et cetera, et cetera, et cetera. You can use one piece of content as the pillar and then repurpose that across all the different platforms and regurgitate it in, in many forms to really boost the volume of content you're producing. You don't wanna get stuck in this mindset of every single piece of content has to be unique, and it has to be perfect, and it has to be, you know, this exact specific thing. No. F- do one thing, and then just reformat it or whatever to fit all the other f- mediums, and you'll see a greatly increased, online visibility in all these platforms Okay, trying to wrap things up here a little bit. The, the big part on the, a- all of this stuff is to try to make this a habit for the whole team. You cannot do this by yourself. Your marketing team can't do it without your support. So there's quite a few things that you guys can

55:00 : focus on to try, to try to help produce better results when it comes to organic listings. obviously, you know, texting the review link. Sometimes you can automate that, sometimes it has to be manual, but ask for reviews. That needs to be in your scripts. It needs to be a regular routine to be asking for reviews and texting out that review link. adding the Get Directions link into your reminder texts. Remember I talked about one of the en- ranking factors with your map listing is the engagement rates, how frequently people are engaging with your map listing. One of those is gonna be how frequently people are getting directions. You and your team should be using Google Maps to get turn-by-turn directions to your office every day. I know that you probably have the route memorized. You probably don't need, turn-by-turn directions to get to work every day. You should still use it because it increases those engagement scores, and you can encourage your patients to use that as well by including the

56:00 : directions link in your text reminders that you send out So make sure you include those. When you send text reminders, include the directions link. Post to your Google Business profile. Hopefully, your marketing team is doing that if they're do- they're doing SEO. You can also participate in that. The more posting, the better. Upload real photos. Don't use stock photography. Get away from stock as much as you can. Get a lot of really good photos to be used across all the different platforms. reply to reviews and the questions and answers across Google Business. People are leaving reviews. Go there and respond, or set up a system to automatically respond to them. make sure you're not missing phone calls. Set up a virtual CA. make sure your team is urgently getting on the phone and not letting those go to voicemail. this one is a little less applicable when it comes to the Q&A 'cause Google has been phasing that out, but there's a, a Q&A section on a lot of business profiles where you can add, commonly frequently asked questions and then, you know, answer those questions. This provides further depth. if you have multiple team members,

57:00 : try to give each one, you know, several pieces of responsibility so you can kinda diversify, the participation there. again, you just wanna make sure that this is a primary focus in the office. If everybody is focused on these things, it's gonna drastically help your, results. Things that you don't wanna do. not complete your business profile. I talked about that earlier. Make sure you fill it all out as much as you can. stop asking for reviews. Make sure you never stop trying to get new reviews. Even if you have 1,000 reviews, you still wanna keep that velocity moving. leaving inconsistent business information, name, address, and phone number across the web. Get that fixed. not doing in-depth service and symptom pages. If you just have one generic service page, you're not gonna rank. You're shooting yourself in the foot. leaving a slow website. If your website is slow, that needs to be fixed. Get with your web team. ignoring the movement of AI. If you do really good SEO, it translates really well, but if you don't do

58:00 : SEO and you don't focus on that stuff, you're not gonna show up in AI answers either. So gotta have a good organic program and all that, all the activities that I mentioned treating it as set it and forget it. Don't do one blog article one month and then not touch it again for eight months. Don't ask for a bunch of reviews one month and then forget about it. This stuff needs to be a habit. You gotta be doing this regularly If you're look- Search ads, do the local service ads. Those are highly valuable and we, we highly recommend those. It's a really good way to spend advertising dollars is on Google. when it comes to the SEO, be prepared for the long game. It's not gonna be in the first 30 days. You could probably make some movement, but you're more looking at six months, eight months, 12 months. Depending on the level of competitiveness in your market, it could take longer. So be consistent. Don't give up after a few months. The longer you do this, the better it gets. It builds momentum. As long as everybody's participating and you're doing all of the things consistently, it will get better

59:00 : If you're unsure where you currently rank and you want a, like, an audit of how you're performing, we have a, an automated, like, free audit system on our website. So go... If you scan this code, it will take you to a page where you can go through and get a free audit. It'll show you, like, how you're ranking and, some of the shortcomings of your website and different activities that you're, you might be missing out on based on what it can see. So yeah, it's a free report. There's no obligation, but it can kind of give you like a, a benchmark of where you're currently at and seeing if you can help, you know, improve that at all. So feel free to fill that out, if you would like to see. Now, holy smokes, that was a ton of information about Google. It can be really overwhelming. There is so much going on in the Google space, in the search space, in the ads, in the AI, and so many nuances to it that it can be overwhelming. Try to take it in, in bite-sized

60:00 : chunks that you can control. Use your team to delegate. Use a good marketing partner. Make sure you have a really good website provider that understands SEO and how positioning works This is not an overnight solution, but when if you can focus on this stuff and be consistent with it, when you can get to those top positions and dominate that search results page, it is very, very fruitful for your practice. You'll start showing up consistently. You're getting patients that are trickling in that are already looking for care. Like I said, there's hundreds and thousands of people already online looking. You just gotta show up. You just gotta show that you're the best resource, and you gotta convert them. So do this stuff. Dive into it. If you need help, obviously we're here to help. This is what we do. so let us know if you, if you have any questions or, un- if there's anything that's unclear. This is a constantly moving space, so, you know, in 6 to 12 months I m- I might need to re-record this and show you some new stuff. but yeah, let us know if there's anything else that we can do to help, but, go focus on your search stuff. I promise it will, be very fruitful for you