Academy of Chiropractic’s

Lawyers PI Program

#146

 From the Desk of:
 Mark Studin DC, FASBE (C), DAAPM, DAAMLP
 
 “Use Technology to Explode Your Practice”
 
 
Over the last 18 months, I have been immersed in building and marketing the US Chiropractic Directory. Over that time, I have learned more about technology than at any other time in my life and I have been exposed to a world that has sucked me in to the point that I am now proud to be called a “geek.”
 
 
One subject that has always alluded me was search engine optimization, commonly known as SEO. That is what’s required for the search engines to find you and has become big business. I know I have wasted $1000’s trying to be found and truthfully, I was “looking for love in all the wrong places.”
 
 
Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site or a web page (such as a blog) from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to other forms of search engine marketing (SEM) which may deal with paid inclusion. The theory is that the earlier (or higher) a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence.
 
As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website primarily involves editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.
 
The acronym "SEO" can refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term "search engine friendly" may be used to describe web site designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.
 
 
When I created the US Chiropractic Directory, I surveyed the competition and other similar sites in other industries to decide how I wanted our doctors on the directory to be found. In 100% of the other sites, the answer was “CPC” or cost per click which are paid spots on the search engine. So...if you type chiropractor or find a chiropractor on Google, the first few pages are paid listings and every time you click on one of those, that business pays anywhere from $3-$20 per click for the search engine to drive you to their page. This is the #1 reason Google is now more powerful that Microsoft.
 
 
That is a great business model for others, but not for me and not for you. My choice for the US Chiropractic Directory (I promise I will talk about your practices in a minute, but I have to lay the foundation for you to understand the process) was to be found just like everyone else, remembering that search engines, such as Google or Yahoo!, are simply ways for someone to find you. My research revealed that the future of marketing is not in the search engines, but social marketing, so we hired one of the top Internet companies in the world to learn and implement social network marketing and it has far exceeded our expectations. We are being found by millions daily and being clicked on by 10,000’s daily, driving the public to us without having to do “CPC,” and neither do you.
 
 
If you read the Wikipedia definition of SEO above, look carefully at the “organic” or “algorithmic” definitions. These are unpaid methods of being found and are currently a great way to be found and perhaps the best for an individual practice. There are 1000’s of listing under “chiropractic” or “find a chiropractor” on the Internet, making it a huge challenge for the US Chiropractic Directory, but how many listings are there for “chiropractor in Albany Georgia” or “chiropractor Albuquerque New Mexico?”  The answer is, not many so that gives you a very good chance of being found.
 
 
When you hire one the SEO companies as I did for too much money because I was naïve, they will drive 10-20-30-40 hits to your Web site, but you can be found with your Web site, or now, without a Web site, because you are listed on ours. Withwww.TeachLawyers.com (once it is back online after re-vamping), you are listed and will be found. Over the last few years, I have found all of you on the search engines by simply looking up your name and have seen you somewhere on the search engines via that Web site. The public sees the same thing I do. The good part is that you are listed; the bad part is that those listings are static and never change, so they become “stale” in the world of search engines. In order to stay high in the search engines, you need to make changes on your listing so they have something new to find and they will find you. That brings us to your CV.
 
 
This is one of the many, but critically important reasons to not simply attach your CV on the www.TeachLawyers.com Web site. I am only going to allow you to post it by building it on the US Chiropractic Directory site. If you simply attach your CV as a Word attachment or a PDF attachment, the search engines cannot see it because it has to be in HTML (Web language) to be found.
 
 
NOTE: You are still going to be listed on the TeachLawyers.com Web site, which gives the search engines 2 places to find you.
 
 
Once again, a Word or PDF attachment is not in HTML and is invisible to the search engines. You have worked so hard to create an incredible CV and I want you to be able to have it found and seen.
 
 
The next reason for you to post your CV on the US Chiropractic Directory is that you can constantly update your CV. That is how you stay relevant to the search engines and they are constantly looking for new content. It is the addition of new content that moves you up on the search engines and brings you closer to the top of the pages. That will do more for you than the SEO companies that charge much too much for much too little.
 
 
It is for those reasons that I am not allowing you to simply attach your CV. I am forcing you to be found and build your practice via the Internet and technology. It’s too easy not to and if you blink, you will be passed by the future, which is here right now. If you need help getting your CV posted on the US Chiropractic Directory, Alli can help you. We charge a nominal fee for her time, but she can help you.
 
 
As for the US Chiropractic Directory, many of you have free listings and you need to change that. Shortly, CV’s will not be posted for the public to see on those listings. The listing will only gave your name, address and phone number and say, "For a copy of the doctor’s CV, contact the doctor directly." The “preferred listings” will have the CV’s posted for the public to access. Spend the $22; it’s nominal and a great investment.
 
 
Click on the following to convert your listing to a preferred one or to create one:
 
 
 
By the way, I realize that is a self-serving statement, but you will benefit greatly and your practice will grow as a result.
 
 
Lawyers and the Internet
 
 
I have now polled 1000’s of lawyers nationally and they all use the Internet to “check you out.” In addition, they all desire at the highest level to find your CV’s, as that is the biggest motivator to refer to you regardless of your relationship building skills. When talking to lawyers, direct them to the US Chiropractic Directory so they can see your “preferred listing.” It is impressive, it has pertinent data about you and your practice and your CV is posted in an admissible format.
 
 
Perception matters greatly and you need to do everything in your power to ensure that the lawyers perceive you as the “best-of-the-best.” You will then have the opportunity to make that perception a reality, but if your first impression with the lawyer is not anything other than perceiving you as the best, it will be much harder to change their perception than to create a “good first impression.”
 
 
CONCLUSION
 
 
You need to stay current with technology and you need to be found. There is a reason why some doctors always seem to be busier than others; it isn’t luck. People make their own luck and you need to make yours. You also need to have technology work for you and I have created the pathway for you to be on the cutting edge of technology in your business so you can spend the bulk of your time focusing on your patients.
 
 
You need to use every asset that you have in building your reputation and your business and ensure that the competition is not passing you by. The best way to do that is by investing in yourself. The best example I can give is myself; I spent 7 days a week for 6 months creating new Web sites with new technology, strategies and teaching tools for you and did not raise anyone’s fees because I created the tools to continually automate my business. I invested in myself to ensure a successful future; you need to do the same.