Blog
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FAQ markup is not going to get you the accordion
Seven of the eleven SEO audits I have written recommend adding FAQ schema as a visibility win. That recommendation is now wrong. Google restricted FAQ rich results to government and health authority sites in August 2023 and removed the feature entirely in May 2026. A local clinic will not get the accordion. Mark FAQs up…
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What your website builder already says about you in JSON-LD
Before you add structured data to a clinic site, read what the site builder is already emitting. On a build I worked on this year it was producing a business node nobody had ever looked at, with the suite number missing from the address, the state spelled out instead of abbreviated, the phone in the…
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Why your own reviews do not belong in your schema
A clinic I worked with this year publishes more than a hundred Google reviews on its own site and there is not one Review node in the markup. That was deliberate. Reviews a business controls about itself are ineligible for star results, republished third-party reviews are separately excluded, and putting a rating in markup that…
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Chiropractor is not a schema type, and your markup is probably dead
There is no Chiropractor type in schema.org. There is no Chiropractic type either, and Chiropractic is not a valid medical specialty value. Mark a clinic up as either and the whole business node fails validation and gets discarded, which means most chiropractic schema you will find published does nothing at all. Use MedicalClinic and attach…
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Auto accident patients do not search like wellness patients
Wellness searches are open-ended and repeat over weeks. Accident searches are triggered by an event, time-bound, and frequently mixed up with legal and insurance questions, because the person has one problem and does not sort it into professions the way you do. That means you are competing for attention against law firms in a market…
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A chiropractic practice is two businesses sharing one website
A chiropractic practice serves two buyers who behave nothing alike. The wellness patient takes weeks, reads everything and compares three clinics. The injury patient decides in days, often with an insurer or a solicitor already involved, and the deciding factor is who responds first. Almost every clinic website is built entirely for the first one,…
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Who wrote this page, and why a clinic has to say
On one clinic site I audited this year the blog carried a post summarising what people were saying about a treatment on a public forum. No author, no clinician’s name, nobody who had reviewed it. That is health content published by nobody, and it is worse than having no blog at all. Byline every clinical…
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Doctor bio pages, and what a clinic has to prove that a plumber does not
Nobody checks a plumber’s credentials before booking. Every prospective patient checks yours. Most clinic websites name their doctors once, in a paragraph on an About page, and never establish them anywhere else, which fails both the patient reading and the machine reading. A bio page per clinician, linked from everything they treat, is the cheapest…
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What a reviews page does that your Google profile cannot
Your Google profile is rented. The reviews page on your own site does four things the profile structurally cannot: it ranks on its own terms, it carries the patient’s words rather than a star count, it survives a profile suspension, and it is readable by everything that reads the open web. What it will not…
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The number no amount of website work will fix
One of the three practices I audited this year had eight reviews. Another had ninety-three. Same profession, same year, same kind of town. If your count is closer to eight than forty-four, building a process for asking will do more for you this year than hiring anyone to work on your website. I would rather…
