Case study · Chiropractors
Chiropractor SEO case study: two clinics, separate rankings
What we did for a chiropractic group (Salt Lake City, UT, 2 clinics), and what changed.
The outcome
Two clinics split the rankings instead of competing for the same searches
Before
The situation
A chiropractic group in Salt Lake City came to us with two clinics. Both clinics were competing for the same searches.
This happens often when a practice opens a second location. The two clinics share a name, a brand and often a website, and Google has to work out which one to show for a given search. When nothing clearly separates them, they end up pulling against each other instead of each winning the searches made closest to it.
Before
The problem
When two locations compete for the same searches, a practice can lose ground on both. Google may show one clinic to a patient who lives much closer to the other, or swap between them, so neither builds steady standing for its own area. A patient who lands on the wrong clinic may not bother to look for the right one.
The fix is to give Google clear signals about each location: where it is, who it serves and what it offers. That takes separate pages, separate profiles and content that is distinct, not the same text with a different address.
There was a practical problem as well. Two clinics mean two Google Business Profiles, and each one needs attention to stay active, including replies to reviews. That work usually lands on front-desk staff who already have a full day of patients, phones and scheduling.
The work
What we did
Step 01
Built a separate page for each location.
Each clinic got its own page on the website with its own address and details. That gives Google a clear page to connect to each Business Profile and gives a patient searching near either clinic a page that is plainly about the one close to them.
Step 02
Set up each clinic's profile on its own.
Each clinic's Google Business Profile was set up to stand for that location alone. Separate, accurate profiles are what let Google show the right clinic on the map to a patient searching nearby. Each profile then gathers its own reviews and activity, which builds standing for that clinic's part of the city.
Step 03
Wrote treatment content for each clinic.
Content about the treatments each clinic offers gives Google more reason to see the two locations as distinct, and it answers the questions patients have before booking. Duplicated text across locations tends to blur them together; distinct content keeps them apart.
Step 04
Set up AI-assisted review responses, as custom work alongside the plan.
Replying to reviews is not part of our SEO plans, so this was a separate piece of work for this client. AI drafts the responses, which keeps both profiles active without asking the front desk to find extra hours for it. Regular replies show patients and Google that a clinic is attentive.
After
The results
The separate location pages, profiles and treatment content split the rankings between the two clinics. Instead of competing for the same searches, each clinic now has its own presence, so a patient searching near either one is more likely to see the clinic that is closest to them.
The AI-assisted review responses kept both profiles active without adding hours for front-desk staff. Both clinics keep replying to the patients who review them, and the team's time stays with the patients in the room. Out of respect for the group's privacy, we do not publish its name or anything that would identify it.
The outcome
Two clinics split the rankings instead of competing for the same searches
Next step
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