Most chiropractic patients now start their search online, and increasingly, AI tools are shaping their decisions before they even reach Google results. So how can chiropractors make sure they’re the ones patients find?

In this episode of Chiropractical, Jon Kec sits down with SpinUTech SEO experts Jacob Runia and Grace McGovern to break down how chiropractors can improve their online visibility in a world where search is rapidly evolving.

They reveal why 75% of searchers click one of the top three organic Google results and explain what busy doctors can do right now to compete — without becoming full-time marketers.

In this conversation, you’ll learn:

• Why answering real patient questions (like “Can chiropractic help sciatica?”) is powerful SEO
• How to properly optimize and manage your Google Business Profile
• The trust signals that boost credibility, including credentials, author bios, awards, and testimonials
• How strong location pages and smart site structure help both Google and AI engines find your practice

If you want more new patients finding you, instead of your competitors, this episode offers strategies to help future-proof your practice.

00:53 - Meet the SEO Experts

03:48 - SEO Mistakes You Might Be Making

05:36 - Build Topic Authority

07:12 - Win AI Overviews

10:09 - Site Structure That Ranks

17:17 - Trust Signals and Credibility

21:53 - Fix Your Site Step by Step

23:32 - Website Vendors and Duplicate Content

25:52 - Location Pages and Local SEO

28:25 - What to Stop Doing

For additional resources mentioned in the podcast, visit Developers.Google.com.

If you have questions for Chiropractical, reach out at ASKNCMIC@NCMIC.com.

Watch the video version of this episode on the NCMIC YouTube Channel. 

Episode Release Date: March 10, 2026

About Jacob Runia:

Jacob is a Chicago-based digital marketing leader with nearly a decade of agency experience, specializing in SEO strategy. Currently serving as Director of SEO at Spinutech, he leads a team that oversees strategy for a diverse portfolio of national and multi-location brands. His expertise spans technical SEO, content strategy, site architecture, and AI-driven search optimization.

About Grace McGovern:

Grace is a Des Moines-based SEO Strategist at Spinutech with four years of experience helping businesses grow through data-driven organic search strategies, with a focus on aligning organic search performance to real business outcomes.