There are a number of things you can do in order to give your website the best chance to rank highly on Google and Bing.
First, it is important to understand that while humans see your website design and layout, search engines can only see the text of the site and sometimes in an order different than what humans see on your website. But as a general rule, content near the top of your webpage will be the most important for search engine rank. So do not put rapidly changing information such as specials, news or promotions at the top of your homepage. The top of your homepage, or the center of your homepage in some designs, should have a concise, succinctly written, paragraph of text introducing you, your office, and what you can do for the prospective patient. Words like “chiropractor” and your city or community should be incorporated into this paragraph in order to be relevant on search engines, but not over-used as search engines do penalize for anything that appears to be “cramming” –unnaturally using words in order to increase their rank. This paragraph must be unique and should not be shared with any other Integrity website, or any other website. For more on this, including examples, please see this link.
Second, differentiate your content! Newly updated plagiarism detection techniques at Google and Bing will cause your website to be demoted for any text that mirrors or resembles text on another website (including other Integrity sites). Your website will perform best if as much content as possible on the website is unique and original and not copied from anywhere else. Furthermore, each local business (chiropractic practice) also should have only one website, so take down old websites for your office and do not have multiple current websites from competing companies. It may seem like this practice would help you dominate multiple lines of search results but if the duplicate sites are detected by Google and Bing as such, most or all of the duplicate sites will be penalized or completely removed. The penalization could take all of your business’s web listings off the first page of results.
Third, remember that Google and Bing rankings of local businesses typically are not all that different from actual popularity at the brick-and-mortar location. In other words, in order to be relevant on the Internet, your office must also be relevant in your community. Your PR person should be doing community outreach events; you should be mentioned in the local media; people need to know your name. Search results and ranking will follow; then going forward the in-person/in-the-community promotion and Internet promotion should begin to complement each other well and continue to help your practice and website dominate! But for newer offices, you need to spend much more time and resources on in-person PR marketing than online marketing. The website ranking will follow, but needs to not be the first step.
Fourth, remember that Google and Bing are slow when it comes to ranking and indexing websites, especially new local business sites. It can take a few months to even enter the search rankings, and unless you are very aggressively raising awareness of your practice “offline” through outreach events and media mentions, it might take one or two years before your site will be competitive alongside longer-established practices.
Fifth, remember social media helps. With Google in particular, local businesses need to use Google+ to set themselves apart from the rest. Every local business that is on Google Maps actually already has a Google+ page, and you cannot be on Google Maps without a Google+ business page. So go to http://www.google.com/local/add/ and search for your existing listing and claim it so as to start using that page for announcements (similar to what you might do with Facebook). And encourage your patients to leave you reviews on Google+ as businesses with a lot of good reviews also tend to stand out on Google.
Finally, remember there are a lot of scammers out there who prey on unsuspecting businesses in the area of marketing and search engine optimization. They either use outright lies, or misinformation based on search engine optimization “best practices” from years ago, and then rope clients into expensive agreements that are unnecessary at best, and can lead to Google and Bing penalties at worst. Do not pay for additional services such as Yellow Pages online advertising, Hibu sites, or search engine optimization from other providers.
Before hiring a SEO consultant (which we do not recommend but cannot prevent you from doing) or opening a support ticket with the Website department for search engine concerns, please speak with your Integrity coach or consultant. They can communicate your goals to the Website department and the Webmaster and coach will work together on doing our part toward achieving these goals. Please include your coach or consultant in any discussions about SEO. Integrity Management views the website service as one part of your office’s marketing and patient communication strategy and wants to work with you to achieve these goals through multiple factors and not through a reliance on website SEO alone.