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How To Optimize SEO For Physical Therapy

Image of Bobbie Byrd
Bobbie Byrd

Your website is one of the most powerful assets in your marketing toolkit, but only if you optimize it effectively. Simply hosting a few informational pages is not enough to build a strong online presence that generates web traffic and helps your physical therapy practice grow. Instead, you need to pursue effective search engine optimization (SEO) to ensure that search engines like Google, Bing and Yahoo! are able to find your site and make it easily visible to prospective patients.

What Is SEO?

SEO is a discipline that leverages techniques used to improve your website rankings on search engine results pages (SERPS). In order to do this, you have to attract the attention of search engine algorithms by adopting some important tactics, such as including industry standard keywords in your content, utilizing H1 headers and ensuring your website does not host duplicate pages (this will negatively impact your rankings). What makes this process even more complicated is that organizations like Google constantly refine their algorithms to deliver more accurate and meaningful search results to users - so make sure to implement a consistent SEO strategy.

SEO For PT Practices

Are you unsure whether SEO makes much difference for physical therapy providers? Consider this fact: according to Forbes, 75% of those searching the internet never scroll past the first page of results. This means, the more optimized content your site contains, the better search engines will be able to find you and the higher your site will rank on SERPs.

The fact is: If Google can't find your site, neither will anyone else.

Get Your SEO Groove Going

With effective SEO, you have better chances of being one of the first websites people find when performing a search for physical therapy services or locations near them. To make that happen, check out these few tricks of the trade on how to increase your SERP ranking and visibility. In particular, you should focus on factors that improve your on-page SEO:

  • Title tag:  displays the specifics of a web page topic on a SERP.
  • Meta description: provides a short summary of your page in search engine results.
  • Alt-text: describes images to visitors who may have difficulty seeing them.
  • Rapid page load time: supports a positive experience by preventing users from staring at a blank screen while waiting for your pages to load.
  • Internal linking: helps search engines identify the purpose of your page by linking to related pages on your site.
  • Headings: includes titles or subtitles that help search engines index the content and structure of your website.
  • Keywords: clarifies the topics and specific ideas found on your web pages. They're the words and phrases that people input into search engines in hopes of finding you.

Key takeaways: make it easy for search engines to find your site through on-page optimization, which include techniques to enhance the copy and hypertext markup language (HTML) source code of a page. When you follow these practices, search engines better recognize your site's content so that they can reliably fulfill users' search intentions. In addition, using proper on-page SEO helps users quickly and clearly understand the purpose of your site as well as how it addresses their unique needs.

Make Your Website Awesome

As a physical therapy practice, your website should not only inform viewers about what you do, where you are located and what services you offer but also act as an online outlet for making appointments, verifying insurance coverage or linking educational materials for continuity of care post discharge. Think of your site as a place for your clients to learn about physical therapy in general but how your practice operates in particular. Click here to take a look at some tips for making your website a helpful go-to resource as well as balancing it with personable information about who you are, your values and company mission.

Go For Quality Over Quantity

Not only can your site attract new clients, but it can also benefit patients you're already serving. Your website should focus on providing high-value content since search engines such as Google are looking for quality information that offers value to readers. Make certain your content addresses potential problems common to physical therapy patients and focuses on what your patients may be experiencing or topics they may wish to explore more deeply (maintaining a consistent blog can help).

Make Friends With Your SEO Data

Reviewing your SEO data reports is an important task you should do regularly. You need to monitor your site's progress from month to month and make the information from your SEO data a cornerstone of your physical therapy practice's marketing efforts.

To streamline your SEO analysis and management, you should use a comprehensive all-in-one interface platform that can help manage your site and provide business analytics. Pay special attention to areas that impact on-page SEO such as your page titles, the loading speed of your pages and the keywords you're using. Most of all, create content that is educational AND engaging because while your physical therapy practice depends on a website, your website depends on the traffic generated by optimized SEO.

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