Looking to expand your practice using smarter chiropractic SEO? According to SEO statistics, it's the advantage you need to grow. 93% of web traffic comes from search engines.
SEO also has a better performance record than other methods - SEO leads have a 14.6% close rate, compared to 1.7% for outbound leads including print advertisement.
You won't get far without the right search terms though. Here's how to find the right search terms and how to use them.
Building Better Chiropractic SEO
The first thing to know about Google is that many searchers log on looking for an answer to a specific question. That is, they phrase their searches like a question, the same way they would ask the person sitting next to them. Creating content that answers those questions will thus help your page rank higher.
But it's more complicated than that, and not just because search engines read a webpage differently than the human eye. You have to find keywords relevant to your business that your average customer would search that also rank well.
Let's break it down.
There are a dozen different aspects of SEO in general and chiropractic SEO in particular that change how your website performs in a search engine. Three key points to keep in mind are this:
- Long-tail keywords are known to rank better for both organic and paid search results. These are searches of three or four words which are highly specific (and thus less competitive) and have a higher conversion rate.
- Search queries are not keywords and vice versa. We'll talk about the difference (and why it matters) below.
- Keyword research is the key to success. There are a few ways to figure out your best keywords and know how they'll perform.
Search Queries vs. Keywords
Before you dive headlong into long-tail keywords, you need to know the difference between a search query and a keyword.
We said that searchers often turn to Google with a question. A search query is the string of words those searchers type into the search bar.
A keyword, on the other hand, is derived from a search query - it's the abstract phrase or word that the search engine extrapolates from several different search queries.
A searcher may type in a search query or happen to type in your specific keyword. If you've done your chiropractic SEO correctly, your site should appear in the search results either way.
There are three main types of search queries: navigational, informational search and transactional. All three can be targeted with proper keywords.
A searcher goes to Google. They type "LinkedIn" into the search bar rather than entering the URL. They then go to LinkedIn from the results of that search query.
This is a navigational query - a search designed to find one specific webpage - and it only works if you own the site the searcher is looking for. Because of this, navigational queries are almost impossible to target unless you own the exact site being searched.
The way you can target these queries is simple: make sure you own your brand's navigational query for both paid and organic results.
Informational Search Queries
These are exactly what it says on the label - when someone does an informational search query, they're hunting for information on a topic. In these cases, the searcher is trying to learn how to do something or how something works.
Targeting informational search queries involves providing the information the searcher is looking for. In other words, you answer their question.
High-quality SEO content that actually answers the question and is properly optimized for keywords.
Transactional Search Queries
Transactional search queries operate on just that - transactions - because they're the search someone makes when they're looking to purchase a good or service now or in the near future.
These can be product-specific, generic search terms based on a product or service (like "SEO service") or include purchase-specific terms like "buy". Since transactional search queries are connected to purchasing, they're also at the business end of conversion.
Targeting transactional search queries works best in a two-pronged approach: paid and organic.
Finding New Keywords
It all comes back to keywords - how to choose what people are searching for and choosing keywords that are relevant to your chiropractic SEO.
An easy (and free) way to get started is to type phrases in Google's search bar and see how Google pre-populates the rest. However, this should only be a starting method, not your whole research. Google doesn't just show you the most popular results - it also customizes them based on your personal search history.
Once you've got some ideas, you can start using keyword research tools.
Keyword Research Tools
For fleshing out your research, keyword research tools can cover almost anything from monthly volume to suggestions for related keywords. Here are two popular tools to get started.
- Moz Keyword Explorer: Moz's tool is one of the best free keyword tools available, and covers nearly everything you'll need to find and prioritize search terms including monthly volume, average organic CTR, and difficulty.
- Google Adwords Keyword Planner Tool: where better to go than the source? Google's keyword planner shows average monthly searches as well as related terms and your competition and works particularly well for keyword research on paid search campaigns.
Chiropractic SEO with Trologo
You don't want just any website and SEO service for your practice. You want a service that creates quality chiropractic SEO that gets patients in your waiting room and a website that gives patients a quality experience every time they visit.
Trologo has a chiropractor-specific hybrid campaign that does the trick. Our team of writers, designers, and SEO experts bring decades of experience to design a custom website that gives your patients the perfect browsing experience on every device.
Have a question about chiropractic SEO? Ready to get started? Let us help!