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Understanding Searcher’s Intent

You’re sitting with a friend having coffee, when you decide you’d like to see the new Brad Pitt movie.

You can’t remember the title, so you get out your phone and search for “new Brad Pitt movie”.

How much of your intent does the search algorithm assume?  Today, quite a lot.

In fact, it will intuit you’re interested is seeing the movie that evening.  It will tell you where the nearest showings are, what times they play, and how to buy tickets.

It will also show reviews of the movie, and perhaps a bio of Brad Pitt.

Google works to better understand the intent of the searcher so they can provide results beyond just the semantic connection to the keywords used.  It tries to understand your intent better than you can say it into your phone.

Say your chiropractic services are competitively priced.  You want to rank for the search term “cheap chiropractor”.

Does that mean you need to have the word “cheap” plastered all over your website?  In fact, do you need to use the word cheap at all.

No.  You can expect the search engine to understand the connection of “cheap” to “affordable”, “inexpensive”, “moderate”, “reasonable”, etc.

Say you’re in Reno.  Do you need to repeat “chiropractor in Reno” all over your website content?  No.  At this point, with device geo-tracking the search engine knows the searcher’s location.  If you’re properly set-up on Google Maps, have accurate local listings online, and include your address on your website normally, Google knows where you are.

It will intuit that the searchers wants to find a chiropractor near them, and display your website to match that intent.

This is one reason it’s so useful to blog about various types of chiropractic procedures and the conditions they treat.  There may be many search queries you’d like to show-up for that only indirectly relate to someone needing a chiropractor.  But as you get traffic from these searches, you expose more people to your brand.  You can remarket to them, and you stay top-of-mind when their need becomes more urgent.

If you’re in a competitive market, there is an SEO advantage to having an easy to remember name for your practice, because people will search by name, which is a query you can always be ranked #1 for.

Searcher’s initial intent is not straightforward.  People often search for one thing when they really want something else.

Search engine engineers realize this, and design the algorithm to try and match the intent as much as possible.

Consider that process when you think about your chiropractic SEO strategy.  It can create a whole new wave of website traffic – and prospective patients.

Understanding Searcher’s Intent
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