SEO Mistakes You Might Be Making

Site Structure That Ranks

Trust Signals and Credibility

Location Pages and Local SEO

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.

 

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&rsquo;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 &mdash; without becoming full-time marketers.
In this conversation, you&rsquo;ll learn:
<ul>
<li>Why answering real patient questions (like &ldquo;Can chiropractic help sciatica?&rdquo;) is powerful SEO</li>
<li>How to properly optimize and manage your Google Business Profile</li>
<li>The trust signals that boost credibility, including credentials, author bios, awards, and testimonials</li>
<li>How strong location pages and smart site structure help both Google and AI engines find your practice</li>
</ul>
If you want more new patients finding you, instead of your competitors, this episode offers strategies to help future-proof your practice.
00:53&nbsp;- Meet the SEO Experts
03:48 - SEO Mistakes You Might Be Making
05:36&nbsp;- Build Topic Authority
07:12&nbsp;- Win AI Overviews
10:09&nbsp;- Site Structure That Ranks
17:17&nbsp;- Trust Signals and Credibility
21:53 -&nbsp;Fix Your Site Step by Step
23:32&nbsp;- Website Vendors and Duplicate Content
25:52&nbsp;- Location Pages and Local SEO
28:25&nbsp;- What to Stop Doing
&nbsp;
For additional resources mentioned in the podcast, visit <a href="developers.google.com">Developers.Google.com</a>.
If you have questions for Chiropractical, reach out at&nbsp;<a href="mailto:ASKNCMIC@NCMIC.com">ASKNCMIC@NCMIC.com</a>.
Watch the <a href="https://youtu.be/m81zs-ct0IE">video </a>version of this episode on the NCMIC YouTube Channel.&nbsp;
Episode Release Date: March 10, 2026
&nbsp;
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.
&nbsp;
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.
&nbsp;

You're a doctor and a business owner. We're bringing practical, actionable advice from subject matter experts, and inspiration and insight from industry thought leaders, all designed with you in mind. 

You're a doctor and a business owner. We're bringing practical, actionable advice from subject matter experts, and inspiration and insight from industry thought leaders, all designed with you in mind.&nbsp;

Chiropractical

Being a chiropractor is more than a career; it’s a calling. NCMIC is in a unique position to bring together thought leaders, industry experts, and folks who are just plain smart on all sorts of topics. Sometimes we’ll take a 30,000-foot view, other times we’ll get into the nitty gritty. But our goal will always be the same: to help you do more and do better, for yourself, your patients, and your community.

Being a chiropractor is more than a career; it’s a calling. NCMIC is in a unique position to bring together thought leaders, industry experts, and folks who are just plain smart on all sorts of topics. Sometimes we’ll take a 30,000-foot view, other times we’ll get into the nitty gritty. But our goal will always be the same: to help you do more and do better, for yourself, your patients, and your community.

In this episode of Chiropractical, we break down how chiropractors can improve their online visibility in a world where search is rapidly evolving.