Google vs AI Search for Chiropractors: What Actually Matters

In this episode, I talk about the three big categories that determine whether you show up in Google search and in AI-generated search results. A lot of chiropractors are being told that Google is dead and AI is taking over. I wanted to clear that up, explain what’s really going on, and help you understand what matters most for your online visibility.
I also share a bit about how I help chiropractors through websites, local SEO, and my Next Step program.

Some key points I touch on:
• Google is still very much alive and heavily used.
• AI hasn’t replaced Google, and AI is now part of Google anyway.
• The fundamentals of local SEO still matter for both Google and AI.
• You don’t need to panic or chase shiny AI tools to win in local search.

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Why AI Confusion Is Hurting Chiropractors

Lately, I’ve been seeing more chiropractors reach out because someone told them AI is all that matters now. A lot of marketers are using AI buzzwords to sell products or services that chiropractors don’t really understand.
This episode is partly a response to that confusion and partly a way to protect chiropractors from being taken advantage of.

A few important reminders:
• People have not suddenly stopped using Google.
• AI search is influenced by many of the same signals Google uses.
• Anyone claiming to know the exact formula for AI ranking is probably exaggerating.
• When someone is selling you something AI-related, slow down and ask questions.
• Work with people you trust, not people who rely on hype.

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The Three Categories That Drive Local Search

Everything you want to accomplish with local SEO falls into three buckets. These buckets determine whether you show up online and how well you rank compared to other chiropractors in your area.

The three categories are:
• Relevance
• Prominence
• Proximity

Even AI-powered search uses these categories, just interpreted in different ways.

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Relevance: The Most Straightforward Ranking Factor

Relevance is simply about matching what someone is searching for. If you want to show up when someone types chiropractor in your town, you need the word chiropractor and your town on your website and your Google Business Profile.

Things I see chiropractors forget:
• The word chiropractor doesn’t appear anywhere on their homepage.
• Their title tag doesn’t say chiropractor.
• Their meta description never mentions their city.
• Their primary Google Business Profile category is incorrect.
• They expect to rank for services they never list on their site.

Other important notes about relevance:
• You should target chiropractor, not just chiropractic.
• You should list your town, service area, and secondary services clearly.
• Structured data, metadata, and image tags reinforce relevance.
• Stuffing near me into your site does nothing because Google already knows your location.

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Prominence: The Hardest and Most Important Category

Prominence is your authority, your reputation, and your trust score online. Google uses many different signals to evaluate prominence.

Things that influence prominence include:
• Website traffic
• Backlinks from relevant sources
• Local citations
• Your review count
• The quality of your reviews
• Your brand strength in the community
• How often people search for your practice name
• Time spent on your site and how users interact with it

Examples I discuss:
• Starbucks ranks instantly because its brand is deeply recognized by Google.
• The Joint has built-in authority because it’s a national franchise.
• A solo chiropractor with one location has to build prominence from scratch.

Why prominence takes the most effort:
• It requires ongoing reviews.
• It requires ongoing content and activity.
• It requires consistency over time.
• If you stop building prominence, someone else will pass you.

This is why I tell chiropractors:
• Never take your foot off the gas once you start ranking well.
• If you’re outpacing other chiropractors two or three to one in reviews, keep going.
• Prominence slips when you stop feeding it.

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Proximity: The Factor You Can’t Control

Proximity is all about physical location. It determines your map ranking radius and plays a huge role in where you show up.

What affects proximity:
• Where your practice is physically located
• How many chiropractors surround you
• How tightly clustered your competition is
• Whether you are near the geographic center of a city
• Whether you’re in a dense metro or a small rural town

Examples I explain:
• If you’re the only chiropractor for miles, you’ll rank easily.
• If you're on the edge of town, you might rank better on one side than the other.
• If you’re surrounded by 100 chiropractors toward downtown, ranking there is harder.
• If you stop working on SEO, someone who keeps building prominence can surpass you even if they’re slightly farther away.

Proximity is the least flexible category, but:
• Relevance and prominence can help you extend your reach.
• Strong prominence can help you compete even in dense markets.

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Why SEO Must Be Ongoing, Not Occasional

I explain why local SEO isn’t a two-month project. Google and AI reward consistency, not short bursts of effort.

This is why:
• You build trust slowly over time.
• Someone else can outrank you if they keep working and you stop.
• Google wants to see an ongoing pattern of value, activity, and credibility.
• SEO is more like relationship-building than advertising.

Stopping SEO is like stopping exercise. You don’t lose everything the next day, but over time the results fade.

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A Warning About AI Scams and Hype

I didn’t plan to talk about this part, but it came up naturally because chiropractors are getting bombarded with AI pitches.

The main points I share:
• Be suspicious of companies selling AI as a miracle fix.
• Just because something uses the word AI does not make it helpful.
• Chiropractors often don’t know enough about AI to judge whether a service is legit.
• This makes the profession vulnerable to bad advice and overpriced products.
• Ask questions, take your time, and only hire people with proven credibility.

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Final Thoughts

At the end of the episode, I circle back to the core message. If you want to rank well in local SEO, whether on Google or the new AI-driven platforms, your success depends on relevance, prominence, and proximity. There is no secret. There are no shortcuts. The real strategy is doing the right things consistently over time.

I also thank listeners, ask them to share the podcast, and remind them that reviews are always appreciated.

 

Resources Mentioned

Free Website/SEO Review: https://rocketchiro.com/chiropractic-practice-assessment
Best chiropractic websites: https://rocketchiro.com/best-chiropractic-websites