Local SEO for PTs: A 2025 Step‑by‑Step Playbook
Turn “near‑me” searches into booked evaluations, even as Google’s algorithm keeps shifting.
0. Know the Algorithm You’re Playing
- Google ranks local businesses on proximity, relevance, and prominence—the “local‑three.” Proximity has gained extra weight in 2025 as mobile search volume climbed past 70 % of all local queries
- Under the hood, Google still leans on the classic SEO stack (on‑page signals, links, Core Web Vitals) plus user behavior
- Translation: you must master your Google Business Profile (GBP) and your website.
1. Google Business Profile (GBP) Mastery
2. NAP Consistency & Citations
-
Canonical format: decide exactly how your clinic name, address, and phone (NAP) appear.
-
Top‑tier health directories: Healthgrades, Zocdoc, Vitals, APTA Find‑a‑PT, Yelp.
-
Bulk‑tier citations: push your NAP to 150+ directories with a tool like BrightLocal or Whitespark—Omnicore’s 2025 list is a good checklist
-
Audit quarterly: inconsistent or duplicate listings still depress local pack rankings
3. On‑Site Local SEO (Relevance + Prominence)
—include city in H1, Title tag, meta description, and first 100 words
4. Reviews & Reputation Loop
-
Target: ≥ 4.7 stars, 50+ reviews per location, velocity of 5 per month.
-
Automation: Send review invites 2 hrs post‑discharge via SMS/email; route negatives to an internal form only after the Google link (no review‑gating)
-
Reply to all reviews within 48 h. Use service keywords naturally in replies (“Thanks for trusting us with your post‑surgical knee rehab, Alex!”).
-
Leverage in GBP Posts: screenshot 5‑star reviews into a weekly “Patient Win” post.
5. Local Content Engine
-
Blog cadence: 2 geo‑focused posts/month targeting
[condition] + [city](e.g., “Sciatica Relief in Austin: 4 PT Exercises”). -
Video Re‑use: Clip those demos into Shorts/Reels; embed on blog for improved dwell time.
-
Authority hooks: Cite local stats (hospital discharge numbers, sports injury data) and link to municipal sources for E‑E‑A‑T.
6. Local Link‑Building (Prominence)
7. Behavior & Engagement Signals
Google tracks click‑through rate, dwell time, and driving‑directions taps. Maximize with:
-
Compelling meta descriptions (“Same‑day PT | Insurance, Cash, Telehealth | Book in 60 sec”).
-
Structured FAQ markup; rich snippets lift CTR 15‑20 %.
-
Calls‑to‑Action above the fold; GA4 events fire on “Click‑to‑Call” & “Get Directions.”
8. Tracking, Reporting & Iteration
9. Expand Reach with Local Services Ads (Optional)
- Google’s Local Services Ads now accept physical therapists in most U.S. metros. Lead cost averages $32; badge also boosts organic trust
- Set daily budget low, bid on “physical therapist” + zip; use recorded call quality checks to dispute bad leads.
10. Maintenance Calendar (Year 1)
TL;DR
-
Dial‑in GBP first—category, attributes, posts, and media.
-
Lock NAP everywhere and feed 100+ citations.
-
Build geo‑optimized service pages with LocalBusiness schema.
-
Automate reviews; reply fast.
-
Earn local links & keep content fresh.
Do that, track relentlessly, and your clinic will surface in the 3‑pack whenever someone nearby types “physical therapist near me”—no pricey ad spend required.
