Today on the Podcast: SEO 101 for PTs
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About This Episode
SEO isn't dead… it's evolving. In this episode, Neil Trickett sits down with Amy Gray, Head of SEO at Practice Promotions, to explain what every physical therapy clinic owner needs to know about getting found online in 2026.
In this episode:
- What SEO actually is, and why every PT clinic still needs it
- How patient search behavior has changed with AI, ChatGPT, and Google AI Overviews
- The difference between using AI tools and having a real SEO strategy
- The biggest SEO mistakes physical therapy clinics are making today
- The most important SEO priorities for attracting more qualified patient leads
- Why local SEO is critical for growing your clinic
- How long SEO takes to produce results, and what clinic owners should realistically expect
- What separates Practice Promotions' SEO strategy from low-cost agencies and AI-only solutions
- How to future-proof your clinic's online visibility in the age of AI
- Amy's top advice for PT owners who want to dominate Google and AI search
Ready to rank higher, get recommended by AI, and attract more patients? Practice Promotions specializes in SEO, websites, Google Ads, and digital marketing exclusively for physical therapy clinics. View our marketing plans and request pricing at PracticePromotions.net!
Listen Above or Read The Summary Here:
Understanding SEO and Its Importance for Physical Therapy Clinics
Neil Trickett and Amy Gray delve into the significance of SEO (Search Engine Optimization) for physical therapy clinics. Amy describes SEO as making a clinic’s digital presence visible when potential patients search for related services. She emphasizes that the patient journey often begins online, with nearly 90% of Americans seeking health information before visiting a provider. If a clinic isn’t visible in search results, potential patients may end up choosing competitors.
Adapting to Evolving Search Behaviors
Amy highlights three major shifts in search behavior:
- How People Search: Searches are now more conversational and condition-specific. Patients ask detailed questions like, “What’s the best PT for sciatica?” rather than generic queries.
- Where They Search: It’s not just Google anymore. Patients use AI tools like ChatGPT for initial research, meaning content needs to rank on Google and be suitable for AI-driven platforms.
- What They Expect: Patients want to know and trust clinics before calling. This means having up-to-date reviews, photos, and content that speaks to specific patient needs.
Amy advises clinics to focus on specific, condition-oriented content to be visible to patients searching for those issues.
SEO in the Age of AI
Despite the rise of AI tools, Amy reassures that SEO remains crucial. Google excludes local healthcare provider searches from AI overviews, meaning traditional SEO still dominates for high-intent searches. Clinics should focus on appearing in local searches, where patients are ready to book appointments.
AI tools can supplement SEO efforts but shouldn’t replace a solid strategy. Amy likens AI to a “really fast carpenter” without a blueprint—useful for execution but not for strategy. Clinics need authoritative content and strong online presence to influence both traditional and AI-driven search results.
Common SEO Mistakes and Strategic Tips
Amy identifies common strategic gaps:
- Neglecting Business Profiles: Many clinics treat their Google Business Profile as a one-time task. Regular updates, new photos, and consistent reviews can help clinics outrank competitors.
- Generic Content: Clinics need specific pages for conditions they treat. Without these, they risk being invisible to patients searching for those terms.
- Ignoring Review Generation: Consistently growing review counts is vital, as it affects both patient trust and local SEO rankings.
Neil emphasizes that dominating search results involves a comprehensive strategy: appearing in ads, local search, and organic results. Repetition across these areas increases the likelihood of attracting patients.
In conclusion, Neil and Amy agree that clinics should focus on building a strong local SEO presence, leveraging both traditional SEO practices and AI tools strategically. By doing so, they can stay competitive and attract more patients in an evolving digital landscape.
Common Questions Practice Owners Ask About This Topic:
- What is SEO and why is it important for physical therapy clinics?
- How does AI impact SEO for healthcare practices?
- What are common SEO mistakes made by physical therapy clinics?
- How can local SEO benefit a physical therapy practice?
- How long does it take for SEO to show results in the healthcare industry?
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See how the right marketing ideas can help you grow your Physical Therapy or Chiropractic clinic