How Physical Therapy Practices Can Rank Higher on Google

When potential patients search for physical therapy services near them, where does your practice show up? Ranking locally on Google is one of the most powerful tools for attracting new patients, driving foot traffic, and building your brand—in fact, ranking in the top 3 for a local search (also known as Google’s 3 Pack) means a 126% increase in traffic, and 93% more actions (think website clicks, phone calls, etc.). 

Clearly, there is value in getting local SEO right. But how do you do it? SEO can be a scary topic, but we’re here to make it a little bit simpler for your physical therapy practice. Good SEO takes time, but sticking to some fundamentals will lead to long-term success in the local ranking game. Let’s get into it:

1. Meet Your Patients Where They Are (Online)

According to a recent survey, 99% of consumers have used the internet to search for a local business online in the past year—and most of them don’t scroll past the first few results when they find what they’re looking for. If your practice doesn’t rank near the top, you’re missing out on a steady stream of prospective patients actively searching for care in your area.

2. Visibility Builds Trust

Appearing at the top of Google’s local search results establishes instant credibility. When patients see your practice prominently featured alongside positive reviews, it signals that you’re a trusted provider in their community. According to Google themselves, consumers are 2.7 times more likely to consider a business reputable if they come across a complete profile on Google My Business or Google Maps.

3. Drive More High-Intent Traffic

Ranking locally ensures you’re visible to people ready to book services. Searches like “physical therapy near me” or “sports rehab in [city]” indicate patients who are actively looking for help, making them more likely to schedule appointments—complete and accurate online profiles drive a 70% increase in likelihood to visit and 50% increase in purchase consideration. 

4. Compete Without a Big Ad Budget

Unlike paid ads, local SEO focuses on organic traffic—which means patients finding your practice without you having to pay for clicks. With strategic effort, even smaller practices can compete against larger competitors and dominate local search rankings.

5. Showcase What Sets You Apart

Google’s local listings allow you to highlight your unique offerings, from specialized treatments and cash-based services to flexible scheduling. Optimized profiles with quality photos, positive reviews, and accurate business information (physical address, hours, and contact information are vital) help your practice stand out.

How to Boost Your Local SEO

• Claim and Optimize Your Google Business Profile: Ensure your profile is complete, with accurate contact details, business hours, and services. You can add or claim your business here.
• Encourage Positive Reviews: Patient reviews are critical for building trust and improving your ranking—it’s best to leverage a marketing automation solution like Second Door to automate emails to patients asking for feedback and reviews on a recurring basis.
• Use Local Keywords: Incorporate location-specific terms like “physical therapy in [city]” into your website content. Google considers prominence as a part of local rankings, and they determine that partially based off the SEO performance of your website—it’s important to make sure you keep it updated with relevant content and keywords.
• Focus on Mobile Optimization: Ensure your site is fast and mobile-friendly, as most local searches happen on smartphones. Want to see how you measure up? Check out the free PageSpeed Insights tool provided by Chrome for performance reporting and insights on how to improve your website’s performance, accessibility, and SEO.
• Leverage Local Backlinks: Partner with other local businesses to share links and boost your credibility with search engines. Backlinking is a great strategy for increasing local visibility (and the prominence we mentioned earlier)—think guest posts on local blogs, events at local businesses, or local business directories.

Get Noticed, Get Patients

Ranking locally on Google is no longer optional—it’s essential for practices looking to attract new patients and grow. The good news? With the right strategy (and some patience), you can climb the rankings and dominate your local market.

At Second Door Health, we provide tools to help physical therapy practices attract and convert leads, including dynamic scheduling pages, review campaigns, and automated marketing campaigns. Ready to grow your local presence? Schedule a demo today and see how we can help you take control of your growth.