Search engine optimization (SEO) is the most important factor for ranking well in Google. But only if it’s done right. A poorly managed campaign will produce little or no new patients, and could result in a penalty against your site.

While it may seem like a cause for panic, this is more common than you think. Many chiropractors have been burned by Internet marketing consultants who have used aggressive strategies to “game” the Google algorithm and achieve unearned ranking and authority.

Having a basic website, without a sound SEO (search engine optimization) strategy, won’t necessarily attract prospective new patients. Whether you’re hiring a graphic designer, an online marketing firm, or going at it alone, it’s critical to build in the necessary SEO components from the get-go.

As a chiropractor, and small business owner, this may sound familiar. You’ve received an unsolicited robocall from someone implying that they’re from Google, or that they’re in some way affiliated with Google. They tell you about all the “shortcomings” of your website and/or your Google listing.

Search engine optimization (SEO) is often misunderstood as a web marketing strategy that produces overnight results. For this reason, its reputation has been tainted by overzealous companies that overpromise results.