ChiroHosting has been providing quality chiropractic marketing services since 1993. For more information about what we do, visit our website today at ChiroHosting.com. Online Marketing for the Personal Injury Chiropractic Clinic Many of our VIP Chiropractic Marketing clients want to grow the personal injury part of their practice, so we have quite a bit of experience on what it takes to optimize your web marketing to target auto injury patients. In this guide, we ll talk about the key things you need to keep in mind when developing your marketing strategy. Keyword Strategy The challenge with targeting auto injury patients is that most of your competitors are going to be attorneys, and they spend large amounts of money on AdWords to compete in Google. For instance, the search term, Seattle auto injury results in many AdWords campaigns by lawyers and these firms pay a premium for these searches: Common Search Results Monthly Searches Cost Per Click Bellevue injury attorney 30 $122.58 Personal injury attorney Seattle 40 $104.25 Personal injury Seattle 50 $80.76 Seattle Personal Injury 30 $70.69 Unless you re prepared to spend $122 for a single click to your site (or can target niche keywords), AdWords is not a great option for your chiropractic marketing. The organic search results are just as challenging; the first page of results for Seattle Auto Injury are all attorneys, as well. Getting onto the first page is possible, of course, but you re going to be competing with businesses with a very large budget and it s going to take quite a bit of original content to get there.
Niche Keywords A smarter way of approaching personal injury as a chiropractor, and what we do for our clients, is to target keywords and phrases that are more focused on people looking for treatment after an auto collision. Our research shows that searches for whiplash are common and many of those are focused on people looking for treatment help: Search Term US Monthly Searches Cost Per Click Whiplash symptoms 4,400 $3.51 Whiplash treatment 2,900 $4.13 Neck injury 1,900 $3.57 Whiplash injury 1,600 $8.18 Symptoms of whiplash 1,600 $2.96 How to treat whiplash 480 $2.49 This is just the tip of the iceberg in search optimization, though. In fact, when all phrases with the word whiplash are included, we find 276 related key phrases. For local searches, we find that whiplash chiropractor gets about 60 results per month. Keys to Success When optimizing your site for the organic search results, the formula is simple: 1. Create original content with the relevant keywords 2. Share this content 3. Get backlinks to your site Creating Content Google s objective is to provide the best quality search results when someone does a search. So, if someone is searching for whiplash treatment in Seattle, you ll want to create a lot of content related to how you treat whiplash injuries in Seattle. The competitiveness of a particular keyword will determine how much content you need to create. If you re in a small community with few chiropractors, you will only need to provide the most basic of information; if you re in a large city, you re going to have to work much, much harder.
As part of your content strategy, you ll want to create at least two kinds of content: 1. Blogging. Blog posts have the benefit of being indexed by Google very quickly, as Google likes fresh content. From our experience, though, blog content gets an initial boost and then slowly drops from the rankings. This means that you need to blog regularly with your target key phrases to keep your ranking up. 2. Keyword pages. These would be regular pages on your website, optimized for the targeted keywords. Make sure that your website s CMS allows you to optimize your title and description tags for the best results. (ChiroHosting s N8 Site Builder has this feature, but some chiropractic website companies don t include that.) Share Your Content Posting content on your site or blog is just the first step. Next, you need to share it with as many people as possible on social media, and make it easy for your patients to share it with their friends. This gets your message out to people in your community that you help people with auto injuries, and if one of your patients knows someone who has been injured, they can easily refer them to you for treatment. With social media, you want to make sure that you re posting content to your followers regularly at least once a week, and daily, if possible. There s nothing sadder than a Facebook page that hasn t been updated since 2011. Backlinks Google is going to give more credibility to your site if you have more sites that link to you. But you have to do this legitimately: Don t pay for backlinks! If you do a Google search, you ll find plenty of people willing to get you 3,000 backlinks for $100. We ve had clients come to us asking for help because their site is showing up on page five of the search results. When we do some research, we find that they have thousands of poor-quality backlinks. If you buy poor quality links, Google can penalize you for this. You need good quality, relevant links. Here are three ways to do this:
1. Get links from businesses in your community. If you work with other professionals in your community, ask for a link to your site. 2. Local directories. Many cities have directories of local businesses that will give you a link. Those are great, because they re geographically relevant, which will help Google identify where your clinic is located. 3. Get links to your content. This means creating content that people naturally want to share and link to, and that brings us to: Viral Content One of the strategies we employ in our VIP Chiropractic Marketing Service is the Viral Post. This is a time-consuming approach, but it works wonders. Here s how it works: 1. We create a page on your site that s keyword targeted but has a catchy title. 2. Provide real, useful information in the post. 3. Share it on social media and with all of your patients. 4. For an extra boost, promote it on Facebook with PPC ads. 5. Email blast. (When we do a Viral Post for clients, we send it out to 9,000 chiropractors with a bulk email blast. This drives a ton of traffic and gets a lot of backlinks.) If you re targeting auto injury patients, doing something like 10 Things You Need to Know After Whiplash would be a great way to get attention. Doing a Viral Chiropractic Post takes a ton of work, but it provides a lot of traffic to your site, garners you legitimate backlinks, and boost your search ranking. For details of the results we ve achieved with this technique see our blog about Viral Posts. YouTube Search Marketing Google owns YouTube and it makes a ton of money on YouTube advertising ($5.6 billion in revenue in 2013). Because of this, Google wants to include as many YouTube videos in the search results as possible, to get people to click through and watch. This is a golden opportunity for chiropractors aiming to target specific keywords. By creating a YouTube video that focuses on auto injury treatment
+ your city, you have a great chance of ranking well on the first page with a YouTube link to your video. Of course, you want to make sure that your video is: Professionally produced. Useful to the patient. Provide real information about whiplash injuries. Has a distinct call to action. Ask the patient to take action now. While video takes time to produce and optimize, it can be a real benefit to your practice. You can shoot your own videos with an iphone, hire a local video production company, or use our Chiropractic YouTube Service. Call-to-Action Getting visitors to your site is just the first step. Once they get to your site, you need them to take action. Creating site traffic is tough work, as we ve seen from the steps above. In our research, many chiropractic sites don t do a good job of inspiring the patient to do something. If you ve got a vague page about the symptoms of whiplash injuries, the patient might not know what to do with that. You need the patient to call your office for an appointment, or email you for more information. So ask them to do that! Make sure that the content you create: 1. States the patient s problem 2. Offers a solution (visiting you for care) 3. And asks them to take action You can provide a clear, Get More Information button on your site, offer a free consultation, or provide a free Special Report on auto injuries it doesn t really matter. Just get the patient to do something to get them into your office!
Questions or Comments If you have any questions about your chiropractic marketing strategy, email us at support@chirohosting.com or give us a call at (800) 295-3346. We ll be happy to answer your questions. You can learn more about our VIP Chiropractic Marketing Service here.