Marketing your physiotherapy practice can be quite tricky because the healthcare industry, in general, is significantly affected by word of mouth, trust, and authority.
But how can you build your reputation and establish credibility while keeping the costs at a minimum? The answer is search engine optimization (SEO).
SEO allows you to raise your rankings on Google’s search results page, consequently increasing your visibility among other physiotherapy clinics’ websites. But what are the other benefits of physiotherapists SEO?
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Benefits of SEO for Physiotherapists
There are countless perks of utilizing SEO to market your physiotherapy services; here are a few of them:
1. SEO Increases Your Online Visibility
Having an SEO-focused digital marketing strategy ensures that more people will learn about your physiotherapy business.
Paying a ton of money for a web developer to build the best website on the internet won’t help much if no one finds it when they search for related queries/keywords in Google.
On the other hand, having a commanding online presence won’t only increase your visibility but also boost your chances of getting a referral.
Over 63,000 search queries are processed by the Google search engine every second, which just gives you a brief idea of the great potential SEO has for your physio business and how you can use it to generate fresh leads. Installing Google My Business (GMB) can help your company increase its awareness to online customers.
2. SEO Helps Outshine Competitors
In this day and age, local businesses with limited online presence are often outshined by competitors who put a little extra effort into their websites' web design and digital marketing strategy.
People need to know that your clinic exists, and SEO is one of the most effective ways to do just that.
3. SEO Delivers Long-Term Impact at a Lower Cost
While it takes time to see notable results from SEO, its impact lasts for quite a long time. Once your website starts gaining visibility in the Google search engine result pages, a steady stream of highly-targeted traffic will be coming to your website on a daily basis with little to no involvement from your side.
4. Local SEO
Local SEO is optimizing your blog based on your local area. So, targeting local search traffic can lead more patients to your physiotherapy clinic as they'll learn about your services online.
One way to target local traffic is to find out what people in your area search for. Then, you can use keyword research tools to filter the results to capture this information.
It’s also important that you match your content’s colloquial language, tone of voice, unit system, and other linguistic variables to your target audience’s demographics and interests.
How Does SEO for Physiotherapists Work?
SEO is a complex and diverse process involving content, on-page optimization, link building, and providing the best user experience. As such, implementing SEO for your physio should include the following:
Creating Content to Boost Traffic
To create high-quality content, you must put your readers before anything else. What are your readers' pain points? Why did they visit your website and this article in particular? Is your content truly relevant to their search query?
Ensuring that your article’s title, meta description, and actual content really answer the users’ questions and concerns, your website traffic will naturally increase. And to get it right, many small business owners opt for the services of a copywriter to craft their website content.
Optimizing On-Page SEO for Users and Search Engines
On-page SEO involves these aspects:
Keyword research is the process of using tools to learn about your target audience’s search habits, needs, and what they want to know the most.
By crafting a content plan that’s focused on relevant physiotherapy keywords, you’ll be reaching your target audience more effectively.
The most important aspect of keyword research is targeting the right keywords based on your niche topics. Competitor analysis is also essential if you want your site to rank among the top physiotherapy businesses in your area.
Performing a technical SEO audit includes optimizing your meta descriptions, title tags, alt tags, site speed, website code, robots.txt, site map, website URL, external links, and mobile-friendliness to ensure the best user experience possible for your users.
When someone visits your physio practice site, it’s very important that they spend the longest time on it.
Search engines keep track of how much time the average user spends on your website, called dwell time, and use it along with other metrics to modify the site rankings.
So, it’s crucial that you optimize your site’s content and web design so that it’s relevant and easy to surf through.
After all, if a user clicks on your website’s link only to click back to the main results page within a few seconds, Google marks that as a sign that your blog isn’t user-friendly or that your content is irrelevant.
Internal linking is crucial for your website’s structure and user-friendliness. Inserting links between articles, establishing content directories, and building an easy-to-navigate link structure will allow your users to browse your website more efficiently, therefore leading to more patient leads.
Developing an Off-Page SEO Plan
Off-page SEO is all about building backlinks, a process that involves getting relevant links that link to your physio site.
There are many ways to earn quality links, but the best one of them is to create valuable content that generates interest and intrigues other reliable websites to share it with their readers.
However, for this method to work, your content must be truly unique. Skyscraper articles and infographics can be really useful here.
Another way to build external backlinks is to reach out to authority blogs in the industry and ask them to insert links to one of your articles. But again, you must have something valuable and unique to share with them.
On a side note, keep in mind that irrelevant or spam backlinks can do more harm than good to your website. For instance, linking to a physiotherapy website from a website that talks about cooking simply doesn’t make sense.
SEO for Physiotherapists: Your Brand and Expert Status
Creating quality content and using SEO to increase visibility can significantly boost your brand and help you establish yourself as an expert in the physio industry.
Health professions like physiotherapy heavily rely on boosting your patients’ trust, and one of the best ways to back your authority is to publish relevant educational content for your potential patients.
SEO for Physiotherapists: Developing Your Business Goals
As a physiotherapist, your ultimate business goal is to increase conversions and boost your revenue.
But maintaining your existing patients and converting new ones doesn’t always mean booking appointments in your physiotherapy clinic. Instead, try offering other services to stand out from other websites like online consulting and physiotherapy ebooks, for example.
However, keep in mind that converting leads will only happen when they actually find your website in search engine results, which is what makes SEO so important.
SEO for Physiotherapists: Defining Your Unique Selling Points & Niches
One important factor to an effective SEO strategy for physio is identifying your selling points and niches clearly. Then, use them to find related search keywords with relevant search volume.
For example, people usually search for medical services with targeted search terms instead of generic keywords like “physiotherapy” or injury,” so this should be your starting point when looking for the right keywords to target. Collect reviews from your customers to help build your online presence.
Frequently Asked Questions
Is Search Engine Optimization Effective for Physios in 2022?
Definitely! Despite requiring more effort to implement effectively, SEO still works in 2022, specifically for physios.
Search engines, like Google, are updated frequently, and with every update, you may need to adjust your SEO strategy to generate leads.
Can Search Engine Optimization Be the Only Marketing Tactic for Physios?
While SEO success is definitely crucial for any business, it shouldn’t necessarily be your only marketing technique.
How Long Does It Take to Reach the Top Search Engine Results With SEO?
There are dozens of factors that impact the time you need to reach the top results in search engines, like your website’s age, content quality, backlinks, page load speed, meta descriptions, and how all these factors compare to competitors offering the same services.
However, if you do everything right, you should expect to see some results from your SEO strategy within 6 to 24 months and is why monthly SEO is important.
By now, you should’ve developed a better understanding of how SEO works and why you need to implement it in your physiotherapy business marketing strategy.
It may take a while for your SEO efforts to deliver results, but it’s definitely worthwhile since it has a sustainable, long-term impact.
Also, don't forget that contacting a professional digital marketing agency would be your best bet for successful SEO results. So, what are you waiting for? Click here to run a free SEO audit for your website now!