Updated for 2021: On-page SEO is a smart strategy for chiropractors that will bring relevant traffic right to your chiropractic website — and to your practice’s door.
Over the years it has evolved and become more streamlined and efficient. Despite Google’s ever-changing algorithm and most recently the complete shift to Hummingbird, the core of SEO is still content. It is still about providing the best user experience with the best content possible.
You can check your website’s SEO with this quick list of on-page SEO essentials.
Start a blog.
A chiropractic blog with relevant, timely, strong content will definitely boost your search engine rankings, but you can’t just slap up a blog and call it a day. It needs to be updated frequently, preferably once or twice a week, with great images. This helps you build authority while increasing your audience and building your brand.
Use Google Authorship.
Google Authorship will become your best SEO friend. It verifies authors who write content, and then it curates that content. From there it uses that information to determine how much authority or expertise should be credited to that author.
Authors are basically “ranked” based on their publishing and writing history. While this author ranking has not been formally unveiled, experts predict it will be used by the year’s end — if it isn’t being used already.
Optimize your URLs.
Static URLs that are keyword rich have been given preference in the rankings for a long time. And it does not appear that will change any time soon. Some URL best practices are as follows:
- Keep subdirectories to 3 or less in the URL
- URLs should be fewer than 100 characters
- Use location based keywords in your URL if you want to rank for them
- Separate words by dashes (hyphens)
Mind your tags.
Properly formatted tags will take your site to a whole new level. These are the common (and most vital) ones.
1. Title — This is one of the most important elements when it comes to ranking. Your title tag is what typically appears as clickable text in search results. This means that your title tag needs to have good keywords but also be constructed in a way that encourages people to click on it.
It should be fewer than 65 characters and your keyword should flow naturally with the text but it should also be strategically placed. Adding the name of your practice is also a good move. When tagging internal pages, put your chiropractic practice or company name at the title tag end for better branding.
2. Heading — Google uses your heading tags to determine the subject matter contained within your page content. Each page should have just one H1 tag. It indicates your page’s main topic and is the first SEO element on the page. Some software uses your heading as your title tag which is typically considered a best practice.
Using relevant headers such as H2, H3, H4 and so on, to break up longer bits of content helps Google better understand your content. It also helps your readers as well.
3. Alt Image — Image tags are an integral part of your on-page SEO. It helps to reinforce your content’s relevance while also potentially ranking in Google’s Image Search. However, it is advisable to use them as they were intended — as an image label to aid the visually impaired in understanding your images.
Including your keyword in your image tag is good, but only where it is appropriate to do so. This means that you need to choose images that are relevant to your keyword.
Use good, relevant keywords.
Keywords have long been the backbone of chiropractic SEO and that does not seem to be changing anytime soon. Google likes good content that is well written with the keywords incorporated naturally. That is an emphasis on naturally.
Use keywords throughout your content. You should also use a few variations of your keywords. These are known as LSI. This is what will really attract the search engines as well as visitors to your site.
Tone up your content.
Recently, experts have noted a trend with Google gravitating toward content that is longer and more substantial — also known as long form content. This changes the world for bloggers who whip out a 400 word post, stick in a couple of keywords and call it good.
Take a look at your site. Is it ranking well? If not, take a look at the content. If you have shallow, generic articles that are on the short side that could be your problem.
Try digging in deeper, giving your readers longer, heartier content that they can sink their teeth into. Go for a 1,000 word minimum. Go for 1,500 if you have your sights set on the Google In-Depth Search rankings.
While keywords are still an SEO staple, topical targeting is becoming a major player as well. In short, you create your page to reflect a certain theme or topic as opposed to the focus being on a couple of keywords. It means optimizing your page for several keywords that are related — multiple keywords.
When you use topics to organize your content it not only boosts your SEO, it also makes it easier for your readers to find what they are looking for. And Google loves sites that provide a good user experience. When your readers have a great experience, though, you also benefit with inbound links and shares on social media.
So while some on-page SEO has remained the same, other portions are evolving and SEO as a whole is growing as well. It can be a bit confusing trying to keep up with the frequent changes that Google makes which affects SEO. Our SEO professional can help you with optimizing your site and getting you on the right track.