I get asked about the most popular search terms a lot. The most important keywords that matter for your SEO are the keywords that you want to show up for.
If you are a personal injury heavy practice, you won’t care so much about showing up for “college”. Even if it’s a really popular search term, you want to make sure that you focus on the types of patients, the types of conditions, the services that you provide, and that you’re creating content around those things. Even if the search volume is low for something you care about, if that’s what you want to fill your practice with, you have to give yourself every chance to show up when those types of patients are looking for solutions.
Scoliosis is a great example of this. Scoliosis care plans can be huge. People who excel at scoliosis really love treating those patients. It may not be a super heavy keyword like low back pain, neck pain, or headaches, but if those are the types of people you want to be able to help, and you think you can do a better job than somebody 100 miles away or somebody else in town, then you want to make sure that you’ve got fully optimized content when somebody is doing that type of search.
There are some basics around things that every chiropractor is probably treating, like low back pain, neck pain, or headaches, but after that, it really comes down to the conditions and types of patients that you want to be able to help.