When someone's back gives out on a Tuesday morning, they're not browsing national directories or asking friends for a referral — they're typing "chiropractor near me" or "chiropractor in [city]" into Google and clicking one of the first three results they see.
Those first three results are the Google Map Pack — and whether your practice appears there depends almost entirely on factors you control: your Google Business Profile, your local citations, your reviews, and the relevance of your website to the searcher's location.
Paid ads can get you above the Map Pack temporarily, but the moment you stop spending, you disappear. Organic local rankings, once earned, continue generating appointment requests without ongoing ad spend.
This matters more for chiropractors than for many other healthcare providers because chiropractic care is inherently local. Patients will rarely drive more than 20–30 minutes for routine adjustments, which means the practice that ranks at the top of local results in a specific neighborhood captures a disproportionate share of new patients — week after week.
In our experience working with healthcare practices, the gap between a fully optimized local presence and an unoptimized one is significant. The good news: most chiropractic practices have not fully optimized, which means there is real opportunity for practices willing to do the work systematically.
This guide covers the four core pillars of local SEO for chiropractors — Google Business Profile, citation building, review management, and geo-targeted content — in enough depth to give you a clear action plan, whether you implement it yourself or hand it to a professional.