Physiotherapy Marketing Tips

A collection of physiotherapy marketing tips, tricks and strategies to supercharge your clinics initials and referrals

The Ultimate Guide to SEO for Physio Practice Owners

Sunday, June 09, 2019

You’ve heard of SEO but you’re wondering how to make it work for your business. Well, we’ve compiled a quick guide with everything you need to know about SEO.

What is SEO?

SEO stands for search engine optimisation and it leads to “organic” results on your websites. Basically, it increases the quality and quantity of the people landing on your webpage. By optimising your website to help it get indexed and rank higher on search engines, like Google, which we’ll talk about more later on.

Some content creators and business owners think SEO is all about the search engine. While there are some specifics you should know, the real thing to pay attention to are the people searching for your product or service and this case, your physiotherapy practice.

The Basics of SEO

The whole point of a search engine is to answer our questions. It’s where we go when we’re trying to find where to stay in Hobart, how hot it’ll be tomorrow in Cairns, or what time that new café opens. Search engines scour everything on the internet to try and best answer our questions.

These days, search engine results pages (called SERPs) have a more dynamic format than they used to, including paid ads, featured or answer boxes, “People Also Ask…” boxes, image carousels, and more all in hopes to answer someone’s question effectively.

Although not all of links on SERPs are triggered by SEO, a lot of things are.

Why Do I Need to Use SEO?

As you probably know, it’s possible to run ads on Google and other search engines to rank higher on the results page. The problem is, people tend to trust an organic search more than ads. Only around 2.8% of people click on paid advertisements while SEO has 20 times more traffic opportunity that pay-per-click ads.

Plus, SEO pays off. When done correctly, your content that deserves its position on search engine ranks can increase earned traffic over time. With ads, you need to continuously fund the content to get that traffic.

This should be an eye-opener to the reasons why SEO for your physiotherapy business is a good idea.

SEO Guidelines

The major rule of thumb with SEO is to understand that search engines have your best interest at heart, so you should have theirs as well. It should work as a mutually beneficial relationship where Google wants to answer its users’ questions by supplying your website with the best answers. It’s a win-win.

Search engines support the efforts of SEO with things like Google’s Search Engine Optimization Guide and are present at many conferences outlining best practices. Again, it’s a mutually beneficial relationship and there’s no reason to try and trick search engines into ranking your website higher than it should be.

Here are some must-dos:

  • Create websites and pages for users, not for search engines
  • Think about what makes your physio business and website unique, valuable, and engaging
  • Have a responsive website that works on mobile, tablet & desktop
  • Optimize your keyword and phrases at least once in your Meta Description, main content, Page & Title Element.
  • Keep important content on your site updated a few times a year. This could be landing pages and blogs.
  • Only index the most important pages of your website
  • Identify what are the most important pages with your website structure and create a sitemap.
  • Make sure that you’ve uploaded sitemap to your website developer or google search console  
  • Make sure your website meet W3C recommendations on accessible HTML
  • Add high-quality and relevant external links to your website
  • Develop and create websites that meet Google technical recommendations.
  • Provide clear website domain ownership, contact details and copyright on your site.
  • Use a simple site navigation for your website. 
  • Create original content that is clear, deep, and easy-to-find
  • Ask yourself, does this answer a question?
  • Ask yourself, would I do this if search engines didn’t exist?
  • Share on social media

Things to Avoid

  • Deceiving your users
  • Tricks intended to improve your SERP ranking
  • Link schemes
  • Plagiarism
  • Keyword stuffing
  • Cloaking which attempts to throw off search engines by showing users something different than Google sees
  • Hidden texts and links
  • Doorway pages which are created to rank well and funnel traffic to your site without
  • Relevance
  • Wrong keywords
  • Not optimizing for site speed and images
  • Incorporating too many PDFs
  • Not performing an SEO audits
  • Creating duplicate content and landing pages
  • Buying links
  • Lack of Anchor text for internal links.
  • Not using Google Analytics to what landing pages convert and track website traffic

How Search Works

SEO Tips for Your Business Website

Now, we’ll get into some more specifics about things you can do to help boost SEO to increase organic traffic to your physiotherapy website.

First, you’ll want Google to index your site and then you’ll want to get it ranked on SERPs.

Indexing

Google actually has a few tools to help websites get indexed. As previously mentioned, search engines have an interest in providing organic, valuable content. The fastest and simplest way to get indexed on Google is with their URL Inspection tool. Previously called Fetch and Render, you essentially submit your URL and tell Google to crawl it. With this submission, your website gets added to a priority list for the algorithm to work with.

Another technique is letting Google know where your sitemaps are. The most basic way to do this is to go in your robots.txt, add the word Sitemap with a colon “:” in front of your sitemap.xml files to let Google know that they’re there.

You can also use the Google Search Console Sitemap Report to submit your sitemap or you can ping Google to alert it of your sitemap by entering the URL google.com/ping?sitemap= + your sitemap URL.

For example, https://google.com/ping?sitemap=https://physiorockstars.com/sitemap.xml

How to Create an XML Sitemap & Upload it To Google

Ranking

With ranking, the goal is to get higher up on SERPs in hopes of earning more organic clicks.

One tip is to generate search clicks by sharing links that actually take people to a SERP using keywords you’re aiming to rank for.

So, instead of sharing: https://www.physioinq.com.au/blog/hamstring-strains-in-sport,
you’d share: https://www.google.com/search?q=physio+inq+mobile+physio+in+sydney&rlz=1C5CHFA_enPR745PR745&oq=physio+inq+mobile+physio+in+sydney&aqs=chrome..69i57j69i60.5749j0j7&sourceid=chrome&ie=UTF-8

This will help increase your click through rate and can help increase your rank for auto-suggest queries.

Another way to increase your rank is by understanding the freshness Google is looking for in your content. Sometimes it’s good to be new content when it comes to things like grocery stores that are open on New Years’ Eve 2019. Other times it’s better to be old and trusted like with a search for history of the Byzantine Empire.

You can do some simple research on this by typing in some searches and see how old the content tends to be for that subject. It lets you know whether you need to be patient and let some clout build up or whether you should be posting fresh, new SEO content.

The last thing you can do to help rank higher on Google is to leverage your URL. You don’t want to make a URL within your website completely different to everything else. Think of it, instead, like building blocks.

If you have a library of tried and true exercises that gets a lot of traction. You’ll want to label all your URLs under an exercises tab like https://physioinq.com/exercises and then build off of that. It’ll help the algorithm understand how to rank your pages so that they get the most possible traction.

Indexing and Ranking at Once

Here we’ll talk about indexing and ranking working together.

The first thing you should do is make sure you’re adding links to the rest of your website from your important pages. Perhaps your most important pages are your homepage, services page or your blog – wherever you get the most traffic. Doing this helps with both getting into the crawl queue and climbing the rankings.

You’ll also want to go back into old content and add internal links to new content. A good example of this is within your blog. Say you just wrote a fantastic post about a new exercise that helps with lower back pain and you mentioned lower back pain as being a major issue in your physio practice in one of your older blogs, you should go back to those old posts and add new, relevant links. You can even add this link to your home page or physiotherapy services landing page. This fantastic way of building link equity on your website.

Another way to help get indexed and to increase your rank is to share your content socially. When a link gets a ton of shares on social media platforms, Google takes this information and assumes that it’s something people find worthwhile.

Should I hire someone to do SEO for my business?

Everyone’s needs are different but in general, all SEO can be done in-house.

Something that we’ve found out the hard way in building our own Physio Inq websites. For our company, contractors and part-time SEO experts have never delivered and we were often naive to the significant importance of SEO for our online marketing strategy and presence. 

For the most part, it’s best to do SEO yourself if you feel competent OR hire a full-time digital marketing strategist for your team who can do SEO and other Marketing tasks. This isn't always an easy decision. You need to consider what are your websites goals and your SEO budget. 

Once you have a clear understanding of your budget, scope of work and goals, you have to decide whether it's worth the risk and ROI for your websites SEO strategy to be handled in-housed or shipped off to an agency.

Today SEO is an essential part of any online marketing strategy. It presents a wealth of benefits that most other digital marketing tactics can't offer

We recommend doing your SEO research further to this article and have a solid understanding to how search engines actually work before you try and take on the work yourself or hire an SEO consultant. 

What’s more is that if you someone does SEO improperly, it can severely impact your bottom line. In fact, you risk being penalised for improper SEO practices which can lead to destroying your websites ability to rank and in-turn, make it quite challenging to drive new online clients.

What To Do Next

Staying ahead of the SEO game is a fundamental component to ensure that your physiotherapy website will rank and out-rank your online competitors.

What’s the point of building this beautiful website and no one can search or find it on Google Or other website search engines?

That’s why SEO is imperative from the onset and the continuation of your clinic’s website existence.

SEO in its own right is an industry and component of digital marketing that should be held in high regards to your clinics online strategy.

All of this SEO advice is nothing without implementation and expertise.

Physio Inq provides owners with all of these tools and more to allow you to focus on execution of your business strategy.

If you want to chat to a business consultant about how you too can have ready-made SEO tools at your fingertips, that are tailor made for your business, give us a call on 1300 731 733 today, or email franchising@physioinq.com.au for more info.

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