Local SEO Strategies for Health & Wellness Professionals [Unscripted SEO Interview]
Episode Show Notes: Local SEO Strategies for Health & Wellness Professionals with Darcy Sullivan
In this episode of the Unscripted Podcast, Jeremy Rivera interviews Darcy Sullivan, founder of Propel Marketing and Design. Darcy brings over a decade of specialized experience in local SEO for health and wellness professionals, sharing practical insights about optimizing online presence for chiropractors, acupuncturists, and physical therapists. This conversation covers everything from Google Business Profile optimization to content strategy and effective link building for local businesses.
Episode Highlights
“We’ve seen like things that were working years ago aren’t working anymore… you need a unique approach that actually matches your business offering and the services that you offer versus this copy paste stuff.” – Darcy Sullivan
“Although it’s not the same as maybe some other link equity that you would get from some bigger websites, if you’re actually driving links to your website that end up in people booking appointments with you, it’s a quicker win.” – Darcy Sullivan
“We’re seeing SEO was almost used to be thought of in this like little bubble of like the stuff that you do behind the scenes and now we’re seeing it just more as like brand optimization overall.” – Darcy Sullivan
“Naming conventions alone could be a whole SEO topic, right? Because the brand name that you choose can have huge ramifications on your online presence.” – Darcy Sullivan
What You’ll Learn
- Google Business Profile optimization essentials – How to keep your GBP listing updated and optimized with correct business information, categories, and photos
- Content strategy that converts – Why authentic, service-specific content outperforms generic templates
- Local link building strategies – How to focus on local sponsorships and partnerships that drive real patients and customers
- Location page best practices – Creating city-specific pages that focus on services rather than tourist information
- SEO branding considerations – How your business name can significantly impact your search rankings
- Smart AI implementation – Using AI as a supplementary tool without becoming dependent on it
- Effective email marketing – Creating specific, valuable downloads rather than generic PDFs to capture and engage subscribers
Episode Breakdown
On Working with Health & Wellness Professionals
Jeremy and Darcy discuss the dynamics between different health professionals and the importance of using keywords that match what patients actually search for, rather than medical terminology.
Finding Their Niche
Darcy explains how her company naturally evolved to specialize in health and wellness professionals through client experience and personality fit.
Content Strategy for Health Professionals
The conversation covers how to approach content structurally, starting with actual services offered and building from Google Business Profile audits.
Local SEO and Link Building Strategies
Darcy shares strategies for local partnerships and sponsorships, using the example of chiropractors partnering with running groups for running injury treatment.
Common SEO Mistakes and Issues
Discussion of disasters like Google Business Profile name mismatches, unauthorized listing edits, and over-reliance on AI for content creation.
Using AI Effectively
Practical tips for leveraging AI for tasks like review responses while maintaining authentic brand voice and avoiding generic content.
Strategies for Service Area Businesses
Best practices for creating effective city pages that focus on services rather than becoming generic visitor guides.
Cross-Channel Marketing and SEO
How SEO integrates with other marketing channels, including radio ads, direct mail, and billboard campaigns.
Branding and SEO
The impact of business naming conventions on SEO performance, with examples comparing “Redwood Spine and Sport” vs. “Redwood Chiropractic Care.”
Creating Effective Content Resources
Why specific, targeted downloads (like “three stretches for runners”) outperform generic 12-page PDFs that nobody reads.
Process-Focused Content
The importance of explaining procedures and services to address customer fears and questions, like IV drip therapy for needle-phobic patients.
Email Marketing Integration
How to create intentional email funnels versus generic weekly newsletters with holiday graphics.
Top Actionable Advice
Darcy’s comprehensive Google Business Profile optimization checklist, including NAP consistency, categories, descriptions, photos, posts, and Q&A sections.
Guest Bio
Darcy Sullivan is the founder of Propel Marketing and Design, a company specializing in local SEO for health and wellness professionals. With over a decade of experience, Darcy and her team focus on helping chiropractors, acupuncturists, and physical therapists improve their online visibility and attract more patients through authentic SEO strategies.
Links Mentioned in This Episode
Guest Resources:
- Website: propelyourcompany.com
- Instagram: @propelyourcompany
- Free Local SEO Workshop – Learn the five SEO secrets to owning the first page of Google without buying ads
- Google Business Profile Listing Ultimate Guide & Checklist – Everything you need to optimize your Google Business Profile
Propel Marketing Resources:
Additional SEO Resources:
- Chiropractic SEO Best Practices
- Local Chiropractic SEO Guide
- SEO for Chiropractors Ultimate Guide
- Healthy Online Presence for Clinics
- Local SEO for Chiropractors
Other Links:
- Michael McDougald – Right Thing Agency
- IV Drip Therapy Services
- Interior Design Services
- Cannabis Packaging Automation
- Cannabis Packaging – RXDco
Connect with the Host
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