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Physical Therapy Local SEO – The Keys to Ranking Well

physical therapy seo
For small businesses, showing up on the first page of Google is a must – showing up in the Google 3-pack, local stack, or snack pack can be the difference between significant new business and merely surviving.

For example, one client of mine Metro Physical Therapy, used to show up for the search physical therapy Garden City .  They reported that during some months a significant percentage of their business came from patients finding their listing on Google, seeing the great reviews, and then calling them.  Unfortunately, with recent changes to the Google algorithm, their rankings in the local stack have slipped.

SEO is a Fluid Process – Google is Always Changing

All Google services change as Google finds ways to make search better and, and yes, to make more money.

There are a handful of factors that Google uses to decide which physical therapy websites to show when a person searches for “physical therapy town name” (e.g. physical therapy in Garden City).

While we have previously shared our thoughts on reviews, today I want to talk about the keystone of local search engine listings – a Google My Business Page (GMB page).

There’s a lot of recent news about the GMB page and its disassociation with Google+, but for now GMB page data is still vital information that feeds to Google Maps and even in some of the experimental versions of the results that people see in the on a live search results page.  Components of a GMB page, things like ratings and reviews, will continue to be important and a ranking factor.

The presence of the Google Maps data also in mobile searches makes GMB page data increasingly important for most local physical therapy practices. I have a client in 60% of their current traffic on mobile devices such as iPhones and Android phones.

Make no mistake about it.  The combination of Google My Business data and the number of patients that do mobile search can have a significant impact on your practice.  Survey companies like ComScore recently reported that 78 percent of local-mobile searches resulted in an immediate offline purchase.

There’s little chance of showing up for local searches unless you claim and optimize your GMB page first.

A little Google My Business housekeeping

There’s a pretty good chance that you have a Google My Business page that already exists in the Google My Business database of local businesses.

  • Last but not least, believe it or not, we’ve found that one way (sometimes only) way to interact with Google My Business is via Twitter – that’s right – put your questions and requests in here: https://twitter.com/GoogleSmallBiz

Now that we’ve discussed a few housekeeping points (some people do have a number of duplicates), let’s get to the optimization process.

Optimizing Your Physical Therapy Google My Business Page

So, you found your page and now you are ready to make it as good as possible to improve your chances of ranking as well as provide appropriate data for Google Maps and most important, for prospective patients that are looking for you.

Here are some things you should consider:

  • Are Name, Address, and Phone the same (exactly) as you have on your website?
  • Is the category precise – i.e., Physical Therapy Clinic, Physical Therapist, etc.
  • Have you written a keyword rich description?
  • Is your website listed in the profile?
  • Have you added relevant images of the outside of your business, inside, and some action photos?

Here are some cool ideas to set up your Google My Business page up the way they suggest.

Some more advanced options

Beyond the points stated above, there are some other specific ways that you can optimize your GMB page.  Before you dive into these, make sure that you have the basics in place as noted above.

  • Consider adding a Google Street View Tour of your business. Google is pushing this as it adds an incredible verification and trust element for them. Here’s an example of one we did for a local vet clinic – it’s on their home page.
  • Update images with fresh, hi-resolution images. Google will compress them as needed, but they will look much better. You can and should feature hi-res logo, exterior shots, interior shots, staff and behind the scenes work. Here’s a detailed guide to images from Google.

Are you too busy to take the time to figure all of this out yourself?

Do you have questions about your specific practice? If need some help fixing your online GMB page, you might consider one of our packages here.  For an extra fee, we can sort everything out for you.

The basics of SEO often aren’t that complex, but sometimes it makes sense to get a pro involved. After all, optimizing directory profiles over treating patients usually isn’t the best use of a PT’s time.

Either way, if you keep up your local SEO efforts and implement our tips along the way, pretty soon when someone searches for physical therapy in your neighborhood, they’ll find your practice.

 

Thanks to Our Customers – 14 Years of Physical Therapy Marketing

Just a quick thank you to our customers.  We were just awarded the “People Love Us on Yelp” Award!

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This January marks the official 14-year anniversary of E-rehab.com too.  

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A huge thank you to our PT customers, vendors, and consultants we work with!

 

 

 

Are You Focusing on the Right Online Marketing Tactics for Your Physical Therapy Practice?

One of the biggest mistakes I see is that PT practices fail to understand the experience that patients go through when choosing a practice.

If you want to make an easy tactical change to your marketing in 2017, focus on the middle and end of your funnel.

I hope this infographic will help:

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Blueprint: More Physical Therapy Referrals from Physicians

There is a systematic way to generate more referrals from physicians.  Here’s the simple blueprint we’ve used to generate more physical therapy referrals from doctors:

physical therapy marketing - generating more physical therapy referrals from doctors

Blueprint on How to Generate More PT Referrals from Physicians

Video Marketing – It’s Within Reach of All Physical Therapy Private Practices

This is a short post but I wanted to share a few ways that physical therapists can leverage video:

Reputation Videos – create a video to feature the five-star service that you provide at your practice.

Expert Interviews – share what makes you different from your competition, in a video.

Patient Video Testimonials – written ratings and reviews are powerful, but patient video testimonials are also useful and authentic.

Video is easy, affordable, and a great way to get the message out to your community.

If you have questions, don’t hesitate to email me at dave@e-rehab.com or give us a call at 800-468-5161.

How to Add Your Physical Therapy Practice to Apple Maps

There are a number of different ways to increase the visibility of your physical therapy practice throughout the Internet, and one of the most effective moves you can make is to have it listed on various navigation sites like Apple Maps Connect. Adding your practice to Apple Maps and other sites will make it easier for prospective patients to locate you in their area and find information regarding your services that can lead them to becoming a new patient.

Here’s a step-by-step guide to adding your physical therapy practice to Apple Maps Connect:

1. Perform a Google Search for ‘Maps Connect’ 

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Using the Google search feature, type in the term “Maps Connect,” hit enter, then click on the first search result: https://mapsconnect.apple.com/.

2. Enter Your Apple ID and Password

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Enter your Apple ID and password in each of the designated tabs and hit enter. If you don’t have an Apple ID, click below where it says “Create one.” You will then be taken to another page to create a free Apple ID, which is a brief process that only requires some basic information like your name, birthdate and creating a few security questions.

3. Click ‘Add My Business’ 

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After you’ve entered your Apple ID or created a new one, the next page will prompt you to begin the process of adding your practice.  To start, click where it says “Add My Business.”

4. Agree to the Terms of Use

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Before adding your practice, you’ll need to agree to Apple’s Terms of Use. Read through the terms, tick the box that reads “I have read and agree to these terms of use,” and click “Agree.”

5. Search to See if Your Practice Has Already Been Added

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There’s a chance your practice may have already been added to Apple Maps. To see if it’s been added yet, enter the name and location of your practice and then click “Search.”

6. Select Your Practice (If it’s Found)

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If your practice appears in the search results, click on the business name to be prompted to the next page.

7. Claim Your Practice

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On the next page, click “Claim This Business” on the upper right hand of the page.

8. Add Your Practice (If it’s Not Found)

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If your practice doesn’t show up in the search results, click “Add New Business” on this page.

9. Enter Details for Your Practice

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The next page will have you enter some details about yourself and your physical therapy practice. If your practice was already added, there may be some details entered in to begin with. If not, you will have to enter all of these details yourself.

10. Confirm Your Address

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Apple Maps will search for the address you entered and ask you to confirm it if so that it matches the specific coordinates on their map. Click “Use Address” for the most accurate address for your practice.

11. Verify Your Phone Number

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After you enter your primary business phone number, Apple Maps will need to send a PIN code to that number. When you’re ready, click “Call Me Now,” and they will call the designated phone number with the appropriate PIN code. Enter this code when prompted.

12. Confirm Your Business Location

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Using a satellite image of the area surrounding your practice, drag the red pin to your building and drop it closest to the door that patients should use to enter. Once it’s dropped on the proper location, click “Continue.”

13. Enter Your Business Hours

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Confirm the days and hours your practice is regularly open each week. When you’ve completed this section, click “Continue.”

14. Add More Details 

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The next page will ask you to enter additional details about your practice. If you have a website, Facebook page, Yelp page or any other sites connected to your practice, enter the appropriate websites here. When finished, click “Continue.”

15. Submit Your Profile

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Once you have successfully and accurately entered all of your information onto Apple Maps, click “Submit Now.”

16. You’ve Got a Apple Maps Listing!

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That’s it! Once you submit your listing to Apple Maps, it will be automatically added to the site. Patients will now have an even easier time finding your practice when performing a search in their local area.

Contact Us for Additional Guidance
If you have any additional questions on the process of adding your practice to Apple Maps Connect or would like some other help with your website, E-Rehab is here to help. Contact us today to see what we can do improve your web presence and ensure that you’re getting the most out of all your online efforts

Increase Visibility and Perform Market Research via Physical Therapy Social Media Marketing

social media marketing for physical therapistst appear to be more useful on a personal level but physical therapy social media marketing can help greatly in increasing the visibility of your business.  By promoting interaction with your patients, it can also help you to perform market research.

The Aura of Authenticity About Facebook “Likes”

Since Facebook is largely an informal space, people feel free to comment on it, either positively or negatively.  And a positive Facebook comment counts for a lot more than an advertisement, because those who read it know that there was no coercion involved.  If someone “likes” a post, it’s generally because they genuinely like it, and not because they were paid to say so.  So there’s an aura of genuineness and authenticity about physical therapy references you might get via Facebook or Twitter.

Celebrity Endorsements vs. Reviews from Friends

The skeptics among us might point out that celebrities are often paid to endorse products or services online.  This is true but most of us are more likely to be swayed by what our Facebook friends tell us rather than what a celebrity might say.  This is because there are many similarities between us and our friends.  We perceive them as being at the same or only a slightly different level of attractiveness, economic class and intellectual understanding.  We pay more attention to their “likes” because they’re like us!

Coming up with a Social Media Marketing Plan

If you’re unconvinced about the role of social media marketing companies, keep in mind that you can come up with a social media marketing plan, as suggested by this Hootsuite article.  Depending on your business objectives, your social media marketing plan may include an evaluation of what your current social media accounts are doing for you, the creation of new accounts, the development of accounts you already have and the addition of new, relevant content.  Checking out what your competitors are up to can also help you to figure out where your business is going and how social media can help you to get there.

Interacting with Prospects via Social Media

Social media helps you to stay in touch with your audience.  It’s an interactive space from which you can learn what your patient prospects are looking for.  For example, if you put up an update regarding a new type of physical therapy you’re offering, it’s possible that you’ll get a number of positive or negative comments with regard to it.  Depending on what your patients are saying, you can decide whether you want to make any changes to your service.

Staying Alert to Figure Out The Tipping Point

If you stay alert on social media, you can also figure out which way the wind is blowing, before it actually gets there.  In his book, The Tipping Point, Malcolm Gladwell talks about Hush Puppies, a type of shoe that had slowly been declining in popularity.  The makers of Hush Puppies had almost decided to stop producing them when there was a sudden upswing in their sales.  Although the middle-aged, conservative demographic had stopped wearing them, they had suddenly become popular with hipsters.

Using Social Media for Market Research of “Niche” Services

What happened with Hush Puppies came as a surprise to many people.  But this is the kind of change that soon becomes noticeable via comments or likes on social media.  Although a number of people might feel the same way about a certain product or service, there might be undiscovered market segments/audiences that feel differently.  If it’s possible for your niche service to start appealing to a new demographic, social media is a great way to find this out first.  In this sense, social media is not just a marketing platform to increase sales; it’s also a great place to perform a bit of market research and change direction if need be.

Experiment with the marketing of niche services – sports performance, vestibular rehab, women’s health, tmj treatment, and more.  Run an ad, point the viewers to a page on your website about that niche service, give them something of value (this is called a lead magnet or a trust trigger product) in exchange for their name and email address, and see what happens.

Contact us for more great ideas to come up with your own social media marketing plan.

3 Statistics to Know For Successful Physical Therapy Online Marketing To Baby Boomers

physical therapy online marketing

When it comes to physical therapy online marketing, reaching the right audience is the most important component to a successful strategy. For physical therapy offices and businesses, it makes perfect sense for your physical therapy online marketing strategy to target baby boomers. As baby boomers age, they face mobility-related accidents, chronic illnesses, and other health obstacles which require short or long-term physical therapy care. So how can you go about making sure that your services are reaching this demographic locally? Here are three key facts to know–thanks to Hubspot‘s informative article on the Baby Boomer generation–that will help you improve your online marketing strategy.

Fact: 82% of baby boomers are on at least 1 social networking site.

In addition, 15% of baby boomers are on Facebook and spend at least 11 hours on the site per week. This is important to note, especially when you work on your social media marketing.

To reach baby boomers on site like Facebook, make sure that you regularly update your social media sites with news and information related to physical therapy tips and reminders to help reach current and potential clients. For example, you can post infographics about the best stretches or routines to build strength after hip surgery, or develop a series of blog posts with photos that explain various equipment, medical terms, or conditions that baby boomers commonly face. Or, start a conversation asking people informally how they’re feeling after physical therapy. It can be helpful for patients to see others respond positively after 3 months of therapy, or provide insight into what helps. Providing helpful links, starting conversations, and more are all ways to help engage with baby boomer customers, who will see you posts when you are active and engaged on the same networks.

In addition, don’t forget that site like Facebook offer ratings and reviews, which can help baby boomers find trustworthy physical therapists. Developing your social media pages will help you maintain authenticity among this demographic.

Fact: 33% of all tablets are owned by people 50 years and over.

This is important information for understanding how important mobile-responsive and mobile-friendly your online marketing should, especially for baby boomers. According to the Venture Capital Review, baby boomers also own 23% of alliPads and 30% of all Kindle Fires, which can help you understand where they are looking at and reading information.

How does this fact help you adjust your strategy? For one, it reaffirms that your blog posts, tweets, Facebook updates, emails, and newsletters should be brief and graphically pleasing. These formats are best for mobile audiences who are skimming through information quickly. Having attention-grabbing newsletters that are concise and to-the-point has immediate

Fact: Only 5-10% of marketing is targeted to baby boomers, even though they lead as the largest group spending in all types of product and service categories.

This is also reflective in physical therapist marketing strategies: though baby boomers are more likely to need physical therapy, marketing exactly to their group is not always a priority. If you want to step ahead of competitors, you can develop a strategy that will improve your presence.

What would make your online presence more appealing and accessible? From your website appearance to your content, you can do many things that will encourage engagement from baby boomers. For example, photos on your website should reflect the demographics you serve, whether it’s older men and women, or younger athletes. Baby boomers are more inclined to use your services when you use photographs reflecting themselves. In addition, the overall website should also be clean-cut and professional, without any gimmicky colors and graphics that can distracting and unappealing. You might also want to add larger text than standard 12-point font for readability, and easy navigation with larger buttons or tabs to change pages, especially on a tablet.

Overall, these five facts will help you understand baby boomers, and allow you to develop an online marketing strategy that really targets their attention. For more facts, read the compiled list at Hubspot, and contact us to help you serve your demographics.

 

2 Easy Ways to Improve Your Physical Therapy Online Marketing Content

physical therapy online marketing

“Content is king” is a common, hard truth that marketing strategists rally behind when talking about physical therapy online marketing. Any good website builds quality content in order to improve its ranking and support its marketing strategy at an optimal level. But what actually makes content “king,” and how can you improve it? For one, it’s not about the quantity of content: even if you blog every day for a year, it won’t draw in visitors and patients if it doesn’t have the right content. With that said, we bring you these two easy-to-integrate tips for making sure your content is king:

1. Get into (Info)Graphics

People love visuals, whether it’s an infographic or a candid photo. Your physical therapy online marketing content becomes more valuable when there’s an attached graphic that draws people in. In addition, infographics in all their forms—photo lists, data visualizations, timelines, photo-filled posts and articles—make people more inclined to read through, share or become convinced by the content. As we have seen in our own physical therapy work and the science behind it, visuals and visualizing treatment can be an important component to healing and rehabilitation. Why not apply the importance of visuals to your physical therapy online marketing content?

If your blog or website doesn’t currently have many photos or graphics, it’s time to add them. To start with, add professional photos of your staff in action on your “About” or “Staff” pages. Your physical therapy office has a wealth of information that’s easy to transform into images or graphics; it’s just a matter of finding the right content and properly distributing it You can also create your own flow charts about common treatments performed at your clinic and publish them, or provide data charts to help patients visualize their healing process. You should realize that your physical therapy office has a wealth of information that’s easy to transform into images or graphics; it’s just a matter of finding the right content and properly distributing it. There are many different online tools that can help you create infographics, but hiring someone to add creative, unique and personal content will also go a long way in improving your website.

When posting any sort of  image, remember to provide descriptive metadata. This helps search engines properly “read” the image and allows it to pop up in searches.

2. Do Link Building the Right Way

You can think of link building in two ways: inbound and outbound. Link building in general can involve a long list of tactics, but at its most basic level, you should link relevant parts of your content back to other pages on your site. This is how to utilize inbound marketing, and some examples of how this works include the following:

  • Did you mention another office or location of your physical therapy practice? Link that phrase back to the location page on your website.
  • Did you refer to a post you made about a specific injury from last month? Link it so your readers can find it easily.
  • Did you mention your monthly physical therapy newsletter as a resource for special offers and tips? Link the sign up form for the newsletters in that sentence.

This type of inbound link building helps prioritize your message and site, and keeps people from navigating away from it. By providing the relevant links on the same page or blog post, you’ll improve the traffic of your website.

When it comes to outbound linking, you’ll want to make it easy to share and spread your content to others. Make sure that you’re automatically sharing your content on your social media profiles, or making it easy for people to share on various platforms directly from your website. For those with a budget, tools like Bitly are great for sharing shorter links that are optimized for social media and mobile users, and they also allow you see the analytics for each of those pages.

It’s also important to remember that there is a limit to link building: going overboard and providing a link to every phrase can actually penalize your site. This is especially true for websites that pay to generate links, as many analytics tools—like Google—will see it as spam and flag your website as a result. Therefore, it’s best to make sure that each of your links are relevant to the phrase used and distributed in a natural way.

We Can Offer Additional Physical Therapy Online Marketing Tips

By focusing on these two strategies, you will easily boost the quality of your physical therapy online marketing content and present a much higher-quality and professional-looking website. If you still feel you could use some assistance with improving your online marketing, contact us today. We can offer additional tips or establish a specific strategy that addresses all important aspects of your website.

 

New Year’s Resolutions For Your Physical Therapy Blogging

physical therapy blogging

The new year should be seen as a great new beginning for just about anything that needs a fresh start, and this can be especially true if your physical therapy blogging could use some revitalization. Whether you already blog and need to boost its quality and quantity, or if need to start a new blog, we recommend these four resolutions to get you on a better track with an influx of new patients in the new year:

Resolution #1: Blog Regularly with a Plan

This is a simple resolution, but one of the most important components to keeping your physical therapy blogging successful. Regularly posting your blogs is what drives better results and engagement, and it also builds your overall reach and reputation in the world of physical therapy.

To start the year off right, create a physical therapy blogging plan and an editorial calendar, which will establish an idea of how often you will blog in a given period of timeTo start the year off right, create a physical therapy blogging plan and an editorial calendar, which will establish an idea of how often you will blog in a given period of time. Whether it’s twice a week or twice a month, you’ll want to commit to your set blogging plan and stick to it as closely as possible. Make sure that you hold yourself and your team accountable for posting new blog content according to the calendar as the year progresses.

Resolution #2: Think Locally First

Local search engine optimization (SEO) keywords are typically the most important types of keywords your physical therapy clinic can use. Whether you have one location or 10, your prospective patients are searching for physical therapy clinics first by location in order to find therapists that are closest to them. This is usually followed by speciality, so it’s always important to include your specialities and services prominently as well.

Your physical therapy blogging can therefore become an important tool to help improve your local SEO when you write content that pertains to each of your locations. Your blog titles should include the location name that you are optimizing, and the content should be relevant to that particular office. Don’t haphazardly place location keywords in your blog posts, but instead, focus on topics that relate to the area. Stay up-to-date on local news and data, and try to come up with topics that respond to or promote local happenings.

By making local SEO a key strategy for the year, you will see vast a improvement in your website’s traffic and leads.

Resolution #3: Add More Variety

Diversity is one of the major keys to blog posts. If you continue to use the same photos, topics or formats in every post, your blog can become boring and monotonous. When there’s too much of the same thing every time you post, not only do you lose an audience, but you also lose interest and speed in the physical therapy blogging process itself. When there’s too much of the same thing every time you post, not only do you lose an audience, but you also lose interest and speed in the physical therapy blogging process itself When there’s too much of the same thing every time you post, not only do you lose an audience, but you also lose interest and speed in the physical therapy blogging process itself. In healthcare professions like physical therapy, there’s so much more action going on, and your blogs need to reflect this in their content.

The first step to diversifying your physical therapy blogging is to create a few possibilities of different formats for your blogs and use each of them in a successive manner with each post. For example, if your blog normally reads with just one photo and text every time, this may seem repetitive to your average viewer. Change it up by providing charts of statistics, infographics, new types of photos in and outside the office, videos and other types of content.

Resolution #4: Share and Distribute Beyond ‘Post’

Many people make the mistake of thinking that simply pressing the “post” button after writing a blog is the end of the story. In reality, this is just the first step, and you need to put in the work to distribute that post in various ways afterwards.

Most importantly, you’ll need to share your blog content on your social media networks like Facebook and Pinterest right after it’s published. The best way to do this is to summarize the key takeaways and post them in a summary with the link to the blog. You can schedule them to post at different times and on your different social media platforms.

You can also share your blog posts through other tools, such as an email newsletter. Whether it’s a blog roundup posted every month or a special email for an important topic, finding a way to spread your post in other formats is another great way to draw attention to your blog.

Better Physical Therapy Blogging Equals More New Patients

By making these new year’s resolutions, you can boost the quality of your blogs and significantly increase your chances of visitors being impressed and engaged by them. As a result, impressed and engaged visitors who are looking for a physical therapist are more likely to become new patients at your practice.

For more tips and tricks for your physical therapy blogging, contact us at E-Rehab today. We can look into your blogging practices and identify areas that can use improvements, and elevate the status of one of the most important tools of your practice.