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Search engine optimization and getting organic rankings for your chiropractic website… today in 2012… has changed dramatically due to Google’s Panda and Penguin Algorithm updates.
The old rules and techniques of optimizing a chiropractic website are dead.
Not only does Google no longer favor “highly optimized” websites… today… they actually have something called an Over-Optimization Penalty.
What this means is that if your chiropractic website is optimized by a company or “search engine optimization expert” who is using old-school, out-dated (and no longer valid) methods, your site could actually get slapped by Google and either (1) moved way down in the rankings or (2) yanked from their index altogether.
Either way, this can spell bad news for you and your chiropractic website.
Below is a screenshot from a chiropractic website I ran across earlier. It’s a prime example of a chiropractic website using the optimization methods of times passed.
No doubt in my mind… if this site continues down this path… they will get penalized from Google.
Google’s algorithm can recognize when a chiropractic website is being stuffed with keywords, and has unnatural links on the site purely for ranking purposes.
Today, what Google wants to see from you and your chiropractic website to give it high rankings is fresh, new content posted to your site on a regular and frequent basis. As well, Google also wants to see interaction and engagement with visitors in the form of social signals (i.e. comments, Facebook Likes, Retweets, etc.).
Does this mean there’s no value in having your chiropractic website optimized?
Of course not.
It’s just means you shouldn’t over-optimize the site with content stuffed with unnatural links and keywords that clearly isn’t designed for user interaction and enjoyment.
[UPDATE: After publishing this post I was contacted by the designer of the website shown in the screen shot above. He informed me that he was not finished optimizing the site and that it's only partially completed. Assuming that is the case, and the current optimization is toned-down, there is a good shot this website can turn out quite valuable to the chiropractor and avoid any penalization.]