Hamzah Khadim

DIGITAL STRATEGIST
Hamzah Khadim

11.04.2024 8 min read
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Online marketing plays a critical role in the success of any business, and your physiotherapy clinic is no exception. However, with nearly constant changes to Google’s algorithm, new strategies and tools hitting the market every day, and fierce industry competition, staying ahead of the curve and at the top of search engine results pages (SERPS) can feel like a full-time job.

SEO for physiotherapy practices has its challenges, but you can definitely reach your target audience and rank within the top few results in your area. With a targeted SEO strategy that follows Google’s best practices (such as not buying backlinks or keyword stuffing your content) and using multiple approaches that overlap and work in tandem to drive traffic to your site, you will see results.

The Key to Successful SEO for Physiotherapy: A Detailed Plan

SEO is just one element of your overall marketing strategy, but considering that more than 90% of people begin their search for services online, it’s arguably the most important one.

SEO aims to push your site to the top of the search results. Research shows that users click the first three results on the results page, and very few actually continue to the second page of results or beyond. That means getting your clinic into the top results is critical to attracting new clients to your physiotherapy practice.

Doing this requires careful planning. These involve four steps to creating a winning SEO strategy.

1. Conduct an SEO Audit

The best place to start any new strategy is to analyze the current one and determine what’s working, what isn’t, and why. An SEO audit looks at your current performance regarding the technical page elements, content, and a competitor comparison. It can reveal gaps and errors that need correcting.

For example, are the title tags on every page optimized for SEO? The title tags should include the web page title and a keyword-focused snippet describing the content on the page, which will appear on the search results and give the user a sense of the information on the page.

Other issues to look for include:

  • Overuse of keywords
  • Broken or poor-quality backlinks
  • Gaps in your Google My Business listing
  • Missing metadata on images
  • Poor user experience, like slow-loading pages or a lack of mobile optimization

2. Develop an Actionable Plan

The results of the audit will provide a starting point for your SEO action plan. This way, you can focus your efforts on the activities that will give the most benefit, not what you “think” will work.

Taking care of simple issues and low-hanging fruit first, like removing broken links or outdated information, is a good place to start. However, keep in mind that the best results for SEO for physiotherapy rely on giving Google the right signals so it knows that your site is authoritative and trustworthy.

In practice, this means:

  • Making sure the information on your website matches your Google My Business listing
  • Providing useful content that meets user intent, with links to authoritative sources
  • Proper use of keywords (i.e., not overusing them, putting them in the right places)
  • Quality backlinks to your site from other trustworthy sources

3. Implement the Plan

Taking care of simple issues can make a difference in your SEO performance, but in general, you need to prioritize the action items to take care of the most meaningful tasks first.

For example, because local visibility is such a critical element of SEO for physiotherapy practice, taking ownership of your Google My Business profile and adding updated information should be a priority. In addition to ensuring all the name, address, and phone number details are correct, updating the listing with events, promotions, or news keeps it fresh and signals your authority to Google.

Implementing your SEO plan takes time and seeing results in the form of increased traffic and, eventually, more phone calls from prospective clients also takes time, but with consistent attention, it will pay off.

Content Is Still King For SEO

While metadata, title tags, and accurate listings are critical to successful SEO for physiotherapy, without a solid content strategy, you won’t see results.

At the risk of oversimplification, without content, Google’s crawlers won’t find anything on your site to determine whether it should include your site in the search results. The more useful, trustworthy content you have on your site, the more likely it is that:

  • You’ll fulfill a user’s search intent and give them exactly what they are looking for
  • Google will find your pages.

But how do you create content that gets results? Your physiotherapy practice site should have the following:

  • A home page with basic information about the practice and a compelling call to action
  • An “About Us” page with details about providers
  • A contact page
  • Service-specific pages
  • Location pages tailored to cities in your service area
  • A regularly updated blog
  • Frequently asked questions

In short, your website should include information that potential clients will look for before, during, or after their visits. For example, a page dedicated to what to expect during a physiotherapy visit or videos about how to do specific exercises can help your target audience feel more confident in your services.

The possibilities for physiotherapy content are nearly endless. If you feel stuck on ideas, consider creating three types of content:

  • Local, such as what makes your practice the best in the area
  • General, like explaining how physiotherapy helps with injuries or who is a good candidate for treatment
  • Specific, covering how physiotherapy helps with specific injuries or what to do before or after visits

The more information you provide, the more Google will view your site as authoritative and superior to your competitors. However, that means you need to focus on producing valuable content that thoroughly answers the user’s questions.

Keywords and Content for SEO

When you focus on your user’s needs, there’s a strong probability that you’ll naturally include common search terms in the content. However, you need to perform keyword research to get the most value from web pages, blogs, and other content.

Keyword research reveals the terms people use to look for physiotherapy services, which are trending, and which words have the most competition. Knowing your target audience’s search habits and priorities will help you narrow down the best keywords, but in general, you can expect the following categories to be effective:

  • Your practice name (especially if it contains physiotherapy)
  • Location-based keywords (like best physiotherapist in city)
  • Treatment-related keywords (like physical therapy exercises)
  • Outcome-related keywords (like benefits of physiotherapy)
  • Condition-related keywords (like physical therapy for sports injuries, physiotherapy for arthritis)

Keyword research isn’t a one-and-done exercise. You must constantly monitor the performance of keywords to determine which terms get results and which need revisions. You can then use them in your content, site headings, metadata, and tags.

Avoid the temptation to stuff your content with keywords, though! They need to appear naturally throughout the page and never detract from readability or the overall experience of the page.

User Experience Matters to SEO

Some marketers have an outdated view of SEO for physiotherapy, assuming that all they need to do is pepper their site with keywords, and the phone will start ringing.

However, while some of the old strategies for SEO were effective, like keyword stuffing and buying backlinks in bulk, they didn’t support the best user experience. We’ve all clicked on links in search results that were low-quality at best and completely irrelevant at worst.

In response, Google now includes user experience in its algorithm to determine search results. The length of time that visitors spend on your site factors into the results, so it’s important to do everything possible to keep visitors engaged and give them the information they came for.

Quality content that directly addresses user intent is a good starting point, but other factors influence the user experience, including:

  • How long the site takes to load (anything more than a few seconds is unacceptable)
  • The site’s mobile friendliness
  • The ease of navigation
  • How easy it is to contact you—potential clients should be able to reach you with a single click

Ultimately, users shouldn’t have to wade through pages of unrelated information or search for critical information buried deep within your site. The easier it is for them to find what they’re looking for, the more likely they’ll stay on your site and make an appointment.

Build Your Physiotherapy Clinic’s Online Presence With Insights From Local Experts in SEO

SEO for physiotherapy is important because, unlike other businesses, most people don’t pay much attention to your advertising or social media feeds unless they need your services. When someone needs a physiotherapist, they actively search for one, so it’s your job to make sure you’re there when they search.

If you aren’t sure where to start, the SEO specialists of Logik Digital, Toronto’s top digital marketing agency, are here to help. Get in touch today to see how our online marketing expertise can get your physiotherapy clinic to the top of the SERPS.

Hamzah Khadim

DIGITAL STRATEGIST

Hamzah Khadim
Managing Partner at Logik Digital

Hamzah is the President and CEO of Logik Digital, a Toronto-based digital agency. He is an internet marketing expert with fifteen years of experience in the industry, focusing primarily on search engine optimization (SEO) and conversion rate optimization (CRO). Through his expertise, he has assisted businesses of various sectors and sizes in enhancing their visibility and revenue via SEO and internet marketing strategies.