When people are searching for healthcare services, most start their journey online. This is especially true for chiropractic care, where potential patients often seek relief from back pain, sciatica, or other issues.
If your practice isn’t visible at the top of search engine results, you may miss out on connecting with these individuals when they’re ready to schedule an appointment.
Search engine optimization (SEO) is the key to ensuring your chiropractic website gets found online. In this guide, we’ll explore how to build an effective SEO strategy, covering everything from optimizing your website to creating authoritative content and targeting local search terms.
With the right approach, you can increase your search engine rankings, attract more patients, and position your practice as a trusted source for chiropractic care.
What Is Chiropractic SEO?
SEO stands for search engine optimization, which involves enhancing your website and online presence to appear higher in search results.
For chiropractors, this means reaching patients actively searching for services like spinal adjustments, back pain relief, or sports injury recovery.
Why Is a Chiropractic SEO Strategy Important?
Research shows that the majority of users click on the top three search results, with very few scrolling past the first page.
If your chiropractic website isn’t ranking near the top, you’re likely missing out on a large number of potential patients.
SEO for chiropractors offers a sustainable way to generate consistent traffic and stand out in a competitive local market.
Ranking higher in search results helps ensure your practice is the first choice for individuals seeking expert care in your area.
By optimizing your online presence, you can ensure your practice is easy to find, build credibility, and connect with the patients who need your services most.
How Does Google Decide Which Chiropractic Services To Rank First?
To get your chiropractic SEO strategy right, it’s essential to understand how search engines determine which chiropractic practice will be at the top of the search engine rankings.
Google alone has over 200 ranking factors, making it a complex system. While you don’t need to master all of them, understanding the main factors can help you create a successful strategy.
Here’s a quick breakdown of the key factors:
✅ Relevance: Your website and content must closely match the user’s search query. For example, if someone searches for “chiropractor near me,” your site needs to include relevant terms like location, services offered, and conditions treated.
✅ Authority: Established websites with a strong reputation in their field are more likely to rank higher. This comes from factors like backlinks, quality content, and user trust.
✅ Backlinks: Backlinks are links from other websites to yours. They signal to search engines that your site is credible and trustworthy. The more high-quality backlinks you have, the higher your authority rating—and the better your rankings.
✅ Page speed: A slow-loading website can frustrate visitors and hurt rankings. A study showed that 40% of shoppers will abandon a website if it takes longer than three seconds to load fully. Also, Google prioritizes sites that load quickly because they deliver a better user experience.
✅ Content quality: Search engines prioritize comprehensive, helpful, and tailored content that meets users’ needs. For chiropractors, this means creating valuable content about topics like back pain relief, the benefits of adjustments, and injury prevention.
✅ Mobile friendliness: With most searches now happening on mobile devices, Google prioritizes websites optimized for mobile. A responsive, mobile-friendly site is critical for attracting and retaining patients.
You might be thinking that you don’t need SEO when you can get new patients by running ads. Below, we’ll explore why chiropractic SEO is a smart, long-term investment for your practice.
Why Invest In Search Engine Optimization?
Investing in SEO is one of the smartest moves a chiropractor can make to grow their practice. Here’s why:
Great return on investment
Compared to paid ads, SEO for chiropractors offers a higher long-term return on investment. While ads stop working when you stop paying, SEO continues driving traffic to your website without ongoing costs.
Suppose your chiropractic practice is based in Jersey City, NJ. Therefore, you target the term “Chiropractor in Jersey City.”
Using an SEO tool allows us to see how many people search for this term each month. We use Ahrefs, but other popular platforms include Moz and Semrush.
A quick look at Ahrefs’ keyword report for “Chiropractor in Jersey City” reveals about 30 monthly searches.
Source: Ahrefs
Let’s assume you achieve this traffic (the top-ranked result gets far more traffic at 350).
We’ll also assume:
- A general customer lifetime value (CLV) of $3,000 per patient.
- A conversion rate of 3%.
That’s 10.5 new monthly patients, or 132 per year, with a CLV of $396,000!
Attract potential clients online
The majority of people looking for chiropractic care start their search online. SEO helps your practice appear at the top of search results for terms like “chiropractor near me” or “back pain relief.” By optimizing your website, you can ensure that you attract patients who find you before your competitors.
Target high-intent traffic
Unlike social media or other marketing strategies, SEO connects you with people actively searching for your services. These are high-intent users who are more likely to convert into patients.
Build trust and credibility.
Ranking high in search results signals to potential patients that your practice is reputable and trustworthy. People tend to trust businesses that appear at the top of Google, and SEO helps you get there by emphasizing quality content, reviews, and authority.
Local search visibility
Local SEO ensures your practice appears in “near me” searches and Google Maps results, making it easier for patients in your area to find you. Showing up in local search rankings boosts foot traffic and inquiries to your chiropractic office (more on that later!)
Stand out from competitors
The chiropractic industry is competitive, and by investing in SEO, you can differentiate yourself and gain an edge over competitors who rely solely on traditional advertising or outdated digital strategies.
Step-by-Step Guide to Chiropractor SEO
Step 1: Perform keyword research
Keywords are the words or phrases people type into search engines for information.
For chiropractors, identifying relevant keywords to target in your SEO campaign is essential for attracting potential clients.
You’ll need keyword research tools to find SEO keywords for your niche. As we mentioned above, there are a range of options, but we’ll use Ahrefs to help you discover the best chiropractic keywords.
1️⃣ Find your seed keywords
Start by identifying broad topics related to your chiropractic practice. Think about the primary services you offer and the issues your patients frequently face, such as:
- Back pain
- Neck pain
- Sports injuries
- Chiropractic adjustments
These topics will serve as your seed keywords.
2️⃣ Go to Keywords Explorer
The next step is to navigate to the Keyword Explorer tool and input your seed keywords, such as “chiropractor for back pain” or “spinal adjustment near me.” We’ll use “chiropractor near me” as an example.
Source: Ahrefs
3️⃣ Analyze keyword metrics
Ahrefs will generate various keyword ideas to help you identify the best keywords for your chiropractic practice. You’ll see metrics like:
- Search volume (how many people are searching for that keyword).
- Keyword difficulty (how hard it is to rank for that keyword).
- Traffic potential (how much traffic you could get if you ranked #1 for that keyword).
For example, our keyword “chiropractor near me” has a search volume of 244,000, with a traffic potential of 450. It also has a keyword difficulty of 8, which means it’s easy to rank organically:
Source: Ahrefs
4️⃣ Check keyword ideas
Ahrefs will also suggest related keywords, long-tail keywords, and questions your potential patients might be searching for. These can include terms like:
- Walk-in chiropractor near me (8.8k)
- Best chiropractor near me (7.1k)
- Dog chiropractor near me (2.7k)
Source: Ahrefs
5️⃣ Focus on local, condition-based, and service-based keywords
Next, narrow your options by looking into keyword difficulty, volume, or other metrics to find manageable, high-value keywords. We recommend focusing on three key areas:
➡️ Local keywords
➡️ Condition-based keywords
➡️ Service-based keywords
Most chiropractors serve clients in their local area, so prioritizing location-specific keywords is essential for improving visibility in local searches. Additionally, targeting condition-based and service-based keywords ensures you’re connecting with patients searching for specific needs.
Examples of location-specific keywords:
- “chiropractor in [city name]”
- “sports chiropractor [region]”
- “back pain relief [zip code]”
Examples of condition-based keywords:
- “neck pain chiropractor [city name]”
- “chiropractor for sciatica”
- “herniated disc treatment near me”
Examples of service-based keywords:
- “spinal adjustment [city name]”
- “prenatal chiropractic care [region]”
- “chiropractic massage [zip code]”
Focusing on a mix of these keyword types often results in lower competition and higher conversion rates. They allow you to address the specific issues and services your patients are searching for, ensuring you attract high-intent traffic ready to take action.
5️⃣ Check the SERP overview
Use Ahrefs’ SERP overview feature to analyze the competition for your chosen keywords. Look at:
- Who’s ranking at the top? Are they local competitors or large directories?
- Content quality: What type of content are they ranking with? (e.g., service pages, blogs, FAQs)
You’ve found a great keyword to target if the competition looks manageable.
Source: Ahrefs
6️⃣ Export your keywords
Once you’ve identified the most valuable keywords, you can export your list for easy reference:
- Go to “Keyword Ideas” in Ahrefs.
- Click “View All” to see the complete list of related terms.
- Click “Export” and download the data as a CSV file to effectively plan your content or campaigns.
Source: Ahrefs
| 💡Pro-tip: Don’t have access to an SEO tool?
Don’t worry! To look for target keywords, you can use Google Keyword Planner. It’s a free tool that can help you with keyword research. |
Step 2: Show E-E-A-T
Establishing Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) is critical for building your chiropractic practice’s online presence.
This framework, used by Google to assess the quality and reliability of web pages, can significantly influence your search rankings.
Here’s what E-E-A-T means for chiropractors:
- Experience: Demonstrating firsthand knowledge and success in chiropractic care, such as patient outcomes or specialized treatments.
- Expertise: Showcasing your qualifications, certifications, and skills in addressing conditions like back pain, sciatica, or sports injuries.
- Authoritativeness: Being recognized as a reliable source of information on chiropractic care through publications, partnerships, or industry recognition.
- Trustworthiness: Building confidence through transparency, ethical practices, and patient satisfaction.
Ways to enhance E-E-A-T
➡️ Feature patient testimonials: Highlight reviews and success stories from satisfied patients to showcase your experience and the positive outcomes you’ve achieved.
➡️ Showcase professional accreditations: Display certifications, licenses, and memberships in reputable organizations like the American Chiropractic Association (ACA) to establish credibility:
Source: Texas City Chiropractic Clinic
➡️ Introduce your team: Create profiles for your team members, including their qualifications, specialties, and years of experience. This not only demonstrates expertise but also helps personalize your brand:
Source: Well Adjusted Chiropractic
➡️ Publish quality content: Share informative guides, articles, and blog posts on topics related to your niche:
Source: ChiroUP
➡️ Ensure transparency: Your website should clearly display your contact details, office location, service areas, and operating hours. This will foster trust and reassure patients that your practice is legitimate and accessible.
Source: Well Adjusted Chiropractic
Step 3: Create quality content
Creating high-quality content is one of the most effective ways to improve your ranking in Google search results.
While many chiropractors don’t heavily invest in content, doing so provides a unique opportunity to attract search traffic, build authority, and connect with potential patients.
Why does content matter for Search Engine Optimization?
Search engines like Google prioritize websites that provide users with valuable, informative, and relevant content. Regularly publishing fresh, keyword-rich content helps you:
✔️Rank for a variety of search terms, from general topics like “chiropractor near me” to niche queries like “chiropractic care for sciatica.”
✔️Reach new audiences and attract organic traffic by addressing common patient questions and trending topics.
✔️Build trust and authority as a go-to resource in your field.
ℹ️ For example, chiropractor Tim Bertelsman’s blog post on whether hot or cold therapy is best for musculoskeletal injuries addresses a common patient concern, showcases expertise, and builds trust with patients.
Source: ChiroUP
Beyond blog posts, you can create various types of content to boost your chiropractic SEO and connect with potential patients:
✅ DIY wellness tips
Provide practical advice that patients can use to improve their health between visits. For example, this guide on chiropractic stretches to improve flexibility at home can attract readers looking for at-home solutions while showcasing your expertise.
Source: Reinhardt Chiropractic and Wellness
✅ Video guides
Video is highly engaging and a great way to connect with your audience. Research shows that 91% of people watch explainer videos to learn about products or services.
A great example is Back Intelligence’s YouTube video that explains what a chiropractic adjustment is, specifically for people new to this type of treatment:
Source: YouTube
✅ Infographics and diagrams
Visual aids simplify complex topics and make them easier to share. For instance, the infographic by Tuck Chiropractic on back pain is a great example. This type of content works well on social media and blog posts, attracting backlinks and boosting engagement.
Source: Tuck Chiropractic
Step 4: Set up condition-specific service pages
When building your chiropractic website, it’s essential to include condition-specific pages that directly address the issues your potential patients are searching for.
These pages help you align your content with high-intent search queries and position your practice as the go-to solution for specific health concerns.
For example, you could create a dedicated page that provides a comprehensive overview of how chiropractic care helps relieve back pain.
By optimizing this page for keywords like “back pain relief,” “how does chiropractic help back pain,” or “can chiropractic cure back pain,” you make your website highly relevant to users searching for these terms.
Tuck Chiropractic is an excellent example of this:
Source: Tuck Chiropractic
They also have dedicated pages for:
- Lower back pain treatment
- Herniated disk treatment
- Neck pain treatment
- Pregnancy back and neck pain treatment
- Sciatica treatment
- Sports injury treatment
Source: Tuck Chiropractic
| 💡Key point: Know the regulations
Before diving into content marketing for your chiropractic practice, it’s important to understand the legal and ethical guidelines that govern healthcare advertising. Here are some essential points to keep in mind: ➡️ Avoid false or exaggerated claims: Do not make unrealistic promises about your treatments or claim guaranteed results. Statements like “Chiropractic care will completely cure your back pain” can mislead patients and violate regulations. ➡️ Be transparent about your qualifications: Only use terms like “expert” or “specialist” if you have the official certifications or credentials to support those claims. ➡️ Use testimonials carefully: If you feature patient testimonials, ensure they are truthful and represent typical results. Include disclaimers if required, such as: “Results may vary from person to person.” ➡️ Avoid implying a doctor-patient relationship prematurely: Ensure your content doesn’t give the impression that someone reading your material has already entered into a professional relationship with your practice. ➡️ Clearly identify your practice: Your marketing materials should always include your practice name, contact details, and location. This will build trust and ensure compliance with advertising guidelines. |
Step 5: Sign up for local citations and directories
Chiropractors primarily serve their local communities, so ensuring your practice is visible to potential patients nearby is essential.
Listing your business in relevant directories and optimizing your Google Business Profile (GBP) can significantly enhance your local SEO and attract more patients.
Local directories
Directories like Healthgrades, Zocdoc, Yelp, and Vitals are valuable tools for improving your online visibility.
Source: Healthgrades
These directories, called local citations, act as trusted references for your practice, helping search engines confirm your location, legitimacy, and relevance to potential patients.
Having accurate and consistent listings on these platforms boosts your SEO and makes it easier for patients to find your chiropractic services when needed.
Set up a Google Business Profile
Your Google Business Profile is one of your practice’s most important local citations. An optimized GBP ensures you appear in local search results, increasing your chances of being featured in the highly sought-after Local Pack at the top of Google search results.
What is the local pack?
The local pack is a key section on Google where local businesses are highlighted for searchers.
For example, if someone searches “chiropractor in Austin,” the local pack will display a small selection of practices, complete with reviews, contact details, and their location on Google Maps:
Source: Google
Being featured in this section boosts your visibility and makes it easier for patients to choose your practice.
How to Set Up Your Google Business Profile
1️⃣ Sign in to your Google Account
Start by using an existing Google account or creating one specifically for your business.
2️⃣ Access Google Business profile
Visit Google Business Profile to begin the setup process.
3️⃣ Add or claim your practice
If your business is already listed, claim ownership. Click “Add your business” or “Manage now” to create a new listing if it’s not listed.
4️⃣ Provide complete and accurate details
Ensure your profile includes all essential information:
- Business name (e.g., “Oakwood Chiropractic Center”)
- Address and the areas you serve
- Phone number and website link
- Business category (e.g., “Chiropractor,” “Spinal Health Specialist”)
- Hours of operation
5️⃣ Verify your practice
Google will typically send a postcard with a verification code to your business address. Enter this code in your GBP dashboard to confirm your listing.
| 💡Pro tip: Depending on your account, you may also have email or phone verification options. |
6️⃣ Optimize your listing
Make your profile stand out by adding additional details:
- Write an engaging description: Highlight your expertise and the conditions you treat, such as back pain, sciatica, or sports injuries.
- Upload high-quality photos: Showcase your clinic, equipment, and friendly staff to build trust.
- Post updates regularly: Share tips, announcements, and promotions to engage with potential patients.
- Request patient reviews: Positive reviews enhance your reputation and can significantly boost your local rankings.
Step 6: On-page SEO
On-page optimization is an essential part of your chiropractic SEO strategy. It involves fine-tuning your website to make it easy for search engines to understand, navigate, and index.
These optimizations improve your rankings and create a better experience for potential patients visiting your site.
Here’s a checklist of key on-page elements for chiropractic websites to optimize
Title tags
These are the clickable headlines that appear in search engine results. They tell both search engines and users what each page is about. Here is an example of a title tag:
Source: Google
Meta descriptions
Meta descriptions are short summaries under the title tag in search results. They give users a snapshot of your page and encourage them to click. For example:
Source: Google
Headings (H1, H2, etc.)
These structure your web content, making it easy to read. H1 is the main title, while H2s and H3s are subheadings that logically organize the information. Here’s an example from a blog post
Source: The Spine and Sports Health Centre
Image alt text
Alt text improves accessibility and helps search engines understand your images. For example:
“Chiropractor performing spinal adjustment on a patient in [City].”
This also allows your images to appear in Google Image searches, potentially driving more traffic to your site.
Internal links
Internal links guide visitors to other relevant pages on your site and help search engines crawl your content more effectively. For example:
On a page about “Back Pain Treatment,” link to related services like “Spinal Adjustments” or “Sports Chiropractic Care.”
Keyword usage
Use target keywords throughout your content naturally. Avoid overloading the page with keywords, which can negatively impact your SEO.
| 💡Key point: What is Keyword Stuffing?
Keyword stuffing is when you unnaturally overload a page with the same keyword, hoping to manipulate search engine rankings. This outdated tactic can harm your SEO and make your content less readable. Instead, create helpful, user-focused content with a natural keyword placement. |
Step 7: Build high-quality backlinks
Backlinks, or inbound links, are links from other websites pointing to your site. They play a crucial role in chiropractic SEO because search engines see backlinks as a vote of confidence, signaling authority and trust.
The more high-quality, relevant backlinks your site has, the more credible it appears, leading to higher search engine rankings.
Building a strong backlink profile is essential for chiropractors to establish authority in their field and reach patients searching for care. Here are some effective techniques tailored for chiropractic practices:
1️⃣ Create linkable content
The best way to earn high-quality backlinks is to create valuable, informative content that other websites want to link to.
We mentioned this in step 3, but the key idea here is to focus on addressing common questions or concerns about chiropractic care in a helpful and easy-to-understand way.
ℹ️ For example, this guide to chiropractic adjustment for back pain has 209 backlinks, according to Ahrefs:
Source: Ahrefs
2️⃣ Digital PR
Digital PR focuses on gaining media coverage and earning backlinks through press releases, interviews, and news features. This strategy can enhance the visibility of your chiropractic practice while securing high-quality links from authoritative sources.
Reach out to local or national media outlets with newsworthy updates about your practice, such as introducing new services, highlighting patient success stories, or winning awards. For example, here is a news article on USA Today:
Source: USA Today
For the best results, consider collaborating with a PR professional to develop compelling narratives that resonate with journalists and their audiences.
3️⃣ Guest posting
Guest posting allows you to write articles for other websites in exchange for a backlink. This builds your authority while helping you boost your chiropractic practices’ online visibility.
Here’s an example from the pregnancy website Carolina Birth and Wellness. A chiropractor wrote an article discussing chiropractic treatment for expecting mothers.
At the end of the article is some information about the author and a link to their website.
Source: Carolina Birth and Wellness
A straightforward way to find guest post opportunities for dentists is to use a Google search. Simply type something like:
✅ Guest post
✅ Write for us
✅ Guest author
Along with a term that’s relevant to your area of expertise.
| 👑 Ready to build online authority?
Building a strong backlink profile is one of the most challenging aspects of SEO and one of the most rewarding. Let Authority Builders handle the heavy lifting with our proven link-building strategies designed for chiropractors. Get started today and take your practice to the next level! |
Step 8: Technical SEO
Once you’ve tackled keyword research, content creation, and link building, the next step in your chiropractic SEO strategy is technical SEO.
This ensures your website has a strong technical foundation, making it easier for search engines like Google to crawl, understand, and rank your content effectively.
Here are the key technical aspects chiropractors should focus on:
Site speed
A fast-loading website is essential. Compress images, optimize code, and choose a reliable hosting provider to ensure your site loads quickly for a seamless user experience.
➡️ Use Google’s PageSpeed Insights to check your site speed and get recommendations for improvement.
Mobile-friendliness
Most people search for chiropractic services on their phones. Because of this, it’s important to ensure your site has a responsive design, looks and functions well on all devices, and provides a positive experience for mobile users.
➡️ Google Lighthouse can help you assess your site’s mobile-friendliness.
Security (HTTPS)
Security is vital for building trust with customers. Make sure your website uses HTTPS to protect user data and signal to search engines that your site is safe and reliable.
➡️ Check out this guide on implementing HTTPS encryption to secure your website.
Final Thoughts: SEO For Chiropractors
When someone is struggling with pain or an injury, finding the right help quickly is crucial. Effective SEO ensures your chiropractic practice appears at the top of search results, connecting those in need with your vital services.
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