When it comes to online marketing, Google is the number-one source of new patients.
And 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.
Have you outsourced your SEO to a third party, only to squander your marketing budget with subpar results?
If so, here are a few reasons to consider looking elsewhere.
1. They’re Not Transparent
Many providers would have you believe that search engine optimization is some form of dark art. It could only be understood by an “expert.” So leave it to the professionals.
Sure, effective SEO requires a high level of expertise. But be wary if your SEO provider refuses to provide insight into how their strategy is improving your new patient performance. Or, for that matter, whether the strategy is working at all.
Check to see if they have a method for measuring success. While there are several ways to accomplish this (rankings, site traffic, etc.) a measurement system should be determined from the onset of a campaign.
Communication provides transparency for where your money is being spent. Does your provider respond to your concerns promptly? Do they provide a periodic review of your website performance? Are they monitoring your SEO successes (or failures)?
Keep these questions in mind before setting sights on a better solution. Be sure that any prospective provider you consider is responsive, transparent, and willing to educate.
2. They Focus on the Short-Term
“We guarantee you’ll rank on the first page of Google within the first 30 days!”
Sound familiar? This is a common sales pitch used by SEO companies that are eager for a quick sale. And most likely, it isn’t a company that has a sustainable client base. The reality is, no one can guarantee success. In fact, Google itself frowns upon companies that make such assurances.
Indeed, the search engine giant spells it out clearly:
“No one can guarantee a #1 ranking on Google. Beware of SEOs that claim to guarantee rankings [or] allege a ‘special relationship’ with Google.”
Many SEO providers burn through clients with no regard for the prosperity of the practice they market. SEO isn’t a quick and easy fix. It’s a long-term strategy that requires time and ongoing work.
3. They Don’t Evolve With the Trends
One of the most important questions any chiropractic SEO professional must ask is: “What strategies are in line with Google’s terms of service today?”
SEO tactics from years’ past can actually do more harm to your website now than good. If you’re lucky, purchasing 1,000 spammy backlinks won’t breed success. More likely, though, your website could get penalized by Google and then buried in the rankings. Which, incidentally, requires significant cleanup when a new provider takes over. It can takes months to reverse aggressive link building strategies and dodgy tactics designed to outsmart Google.
If you want Google to reward you, you must play by their rules. Anything that violates Google’s Terms of Service should be discarded. Ask your current provider if they understand and follow Google’s optimization guidelines.
Today, good SEO is a holistic approach that includes tactics designed to provide value to the searcher, like:
- Using descriptive, keyword-rich title tags
- Including target keywords naturally and sparingly throughout the content
- Improving navigability so users engage with your site
- Publishing quality content on a consistent basis (hint: blog regularly!)
- Getting listed on review sites and relevant directories
- Improving your online reputation by obtaining five-star reviews
As search engine guru Danny Sullivan put it, “Am I constantly trying to make the algorithm happy?”
4. They’re Not Integrated
Contrary to what many provides would have you believe, page one rankings aren’t everything.
The only marker for success is the number of new patients your website produces.
And it doesn’t matter how well your SEO is executed, if your website doesn’t convert, your efforts are futile. As the old cliché goes, “The operation was a success, but the patient died!”
A company that only offers SEO services can help boost your chiropractic website’s rankings. But with this type of provider, you’ll likely find limited success. Today’s online environment requires a comprehensive digital strategy. Optimizing your website for Google is one of many components.
Number one on the list – website design. Your site’s design must have the essential components for new patient conversion. Do you have custom and persuasive content? Does your homepage intrigue visitors the moment they land on your website? Does your website encourage visitors to learn more about your practice?
Does it convert digital visitors into reception room patients?
A high performing website requires an integrated solution that serves the interests of patients. One provider that handles your website, content, SEO, and advertising campaigns brings harmony to all your marketing endeavors to support your number one goal – generating new patients.
Selecting a New Chiropractic SEO Provider
If your current SEO provider is producing underwhelming results, it might be time to move on. To effectively vet your prospective provider, here are a few questions to ask:
- What do you think about my website’s on-page and off-page technical structure?
- What kinds of changes will be required to improve my website’s performance?
- Do you outsource any of your SEO efforts or do your perform them in-house?
- How many years of experience do you have?
It’s not a good sign if you are the only one asking questions. A competent provider should also ask you questions. Here are several to expect:
- Have you previously used an SEO provider?
- In which jurisdictions are you looking to generate new patients?
- What are your expectations from your investment in our services?
- Are you using pay-per-click advertising?
- What other online marketing initiatives do you undertake?