Google Places Optimization: Tale of a Chiropractor that went from #44 to #1 on Google Local
2 weeks ago I started working with a very cool Chiropractor and took his practice from #44 (page 5) on Google “Local” to #1 at the very top of Google. The practice is in a large metro city, in a highly competitive market – so several techniques where used to move him to the top. This case is so complicated and interesting I decided to do a mini case study. See it below the image.
1st I wanted to give you a peek at his stats. We hit #1 on May 11th and you can see the positive impact it’s already made. The practice is now getting over 1,000 impressions and 20 actions per day and that’s after only a week.
CASE STUDY BELOW – Stats April 23 – May 19th
It all started 2 weeks ago on a Sunday, when a young Chiropractor contacted me for help with his Google Places listing. He owns a highly successful practice with his sister and Father. The practice is mature and gets most of their new patients by word of mouth.
He was having a problem with what he called a “rogue” Google Places listing that had knocked his legitimate practice listing down to #44 in the rankings where no one could find it, because that put their listing on page 5 of the Google map search results.
As I did research I found 2 other duplicate listings, so it turned out that like many medical and dental practices he had a badly fractured Google listing. Not only are multiple listings in violation of Google’s TOS, but having multiple listings divides up the trust factors Google attributes to a company that can add up to make a better ranking.
On top of the fractured/rogue listings problem, the Dr. in trying to bring the 44th place listing up, had added his city to his practice name – so it read Chiropractic Practice Name + City. He didn’t realize this is also against the Google TOS. You are only supposed to use the legal business name, without adding any keywords or geo-modifiers.
So we dug in and got busy fixing and optimizing the listing. We removed the city from the practice name and merged the additional listings. Merging is VERY tricky and often results in losing reviews and citations if you aren’t careful. In fact the merging process is so convoluted that I asked the Google Places team to work on some help docs around the issue. They tell me they are working on it.
Additionally I added several pieces of data to the listing, including a secret key I discovered that I don’t think anyone else knows about. Voila, the changes moved him up to his rightful spot at #1. Again, this is a great practice that really cares about their patients and deserves to be #1 so I was thrilled to help them get there.
Have questions about your Place listing, duplicate listings or merging? Feel free to contact me for a free consultation. Always happy to help!
Here are a couple of my reviews. The 1st is from the Dr. in this case study.
I couldn’t believe my results!
PS STAY TUNED… I have another great Chiropractic case study coming soon. Just need to find the time to write it. 
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#1 Dennis wrote on May 25, 2010 :
Sure does make you feel good when your client is sitting in the # 1 spot.
I have a mortgage client and he is a branch of the corporate which is located in another state. There are about 15 branches in all and as such, I have his corporate name, city and loan type in the name section and I feel I am not violation of Google’s TOS for that reason I just mentioned. His business is local, the product is his specialty.
Also, when claiming a business for a client, you mentioned that you are claiming an existing listing so do you have the post card verification as the only option? I’ve been running into that as of late.
Your thoughts?
Oh and what’s the secret key, a strategically placed link?
Thanks. –Dennis
#2 Keith Biggs wrote on May 25, 2010 :
What do your services cost?
#3 Linda Buquet wrote on May 25, 2010 :
Hi Dennis,
“There are about 15 branches in all and as such, I have his corporate name, city and loan type in the name section and I feel I am not violation of Google’s TOS for that reason”
Actually if I’m understanding what you said correctly that IS in violation of Google’s TOS. You can only use the legal company name in the name field. You can’t add any keywords or geo-modifiers or you can get penalized. The category field and description are what you use for keywords.
If you are changing name, address or phone it usually make you post card verify although it’s a little inconsistent and hard to predict.
Nope, secret key isn’t a link.
#4 Linda Buquet wrote on May 25, 2010 :
Hi Keith,
My fees vary based on a couple factors depending on your situation and how much work it looks like it will take to get you to page one. Some cases are easier than others.
Feel free to contact me for a free consultation. If you use my contact form and give me your URL I can do the research before we talk. Or if you’d just like to call I can do the research as we talk. No pressure, just helpful advice.
http://maps.google.com/maps/place?cid=10244141122078708316&q=760+781+5663&hl=en
Thanks, Linda
#5 Barb Smith wrote on May 26, 2010 :
I think I’ve done well on my own and just hope I can keep it up
#6 Linda Buquet wrote on May 26, 2010 :
Awesome Barb, glad to hear it.
Staying on top depends in part on how competitive your market is. And I don’t mean competitive in terms of how many Chiropractors are in your market, I mean how many know how to optimize their Places listings.
The Chiropractor in this case study is in the MOST competitive market I’ve ever seen. He has 3 competing Chiropractors using massive BLACK HAT techniques to try to outrank each other for 1st page listings. That’s why he doesn’t want me to mention his name or city. He doesn’t want them to know what he’s doing. They are just ruthless! (One has over 600 black hat entries – and I thought the locksmith business on Google Places was dishonest!)
But again that’s very rare. Most other Chiropractic markets are only mildly competitive, because not that many Chiropractors know how to optimize Places listings yet.
So in some markets you can be on the 1st page just through sheer luck, until others start optimizing and leap frog past you.
I’d encourage all Chiropractors to check though to be sure your listing isn’t fractured. Many Chiros are. Search Google Maps (not regular search) for your phone number, then your address and see if extra listings come up.
Many times Google will pull listings from other sources so there will be the main one you set up for “ABC Chiropractic”, then another for “John Smith D.C. – ABC Chiropractic” and another for “Dr. John C. Smith”.
Duplicate listings are against Google’s TOS and hurt your ranking because they divide up your Google trust factors between different accounts. That also mean the upstream data provides all are feeding conflicting data to Google too, so all those listings have to be corrected as well. Once all those issues are fixed it can literally make the difference between a #44 ranking and a #1 ranking!
Hope this helps and best of luck!
Linda
#7 Linda Buquet wrote on May 26, 2010 :
Oh and by the way I have a post coming soon that goes into more details about fractured listings.
Plus am working on reporting about another case study of a practice I took from the 3rd page to the #2 spot on Google’s 1st page. Their situation was pretty interesting as well.
#8 Dr. George wrote on May 26, 2010 :
Hi, good stuff and I agree how it works. I should know as been doing this in various forms since the mid 90s. As a Chiropractic/doctor business consultant we have helped hundreds on marketing thru the internet From the Andy Roddick Foundation on marketing to Attorneys. WE can dominate any market with in a month. And being a Dr. myself I under stand the Fear over this they have. If from a consulting stand point I can ever help you or your clients please let me know.
#9 Why LOCAL SEO is a lot Trickier than you may Think - Catalyst Local Marketing Blog wrote on June 2, 2010 :
[...] SEO. I quickly discovered all of Google’s quirks however and find Local SEO and specifically Google Places Optimization a frustrating challenge worthy of all my time and [...]
#10 Tale of the Fractured Chiropractor that Shot to the Top of Google Rankings - Catalyst Local Marketing Blog wrote on June 3, 2010 :
[...] FYI: This is the 2nd Chiropractic case study I have done. If you missed the 1st one, please read it here: Google Places Optimization: Tale of a Chiropractor that went from #44 to #1 on Google Local [...]
#11 car kerala wrote on August 20, 2010 :
im trying to make my listing too to the first place, i never understand about the secret key, whats that?
#12 Sheri Jacobson wrote on September 29, 2010 :
Hi Linda,
We’re looking for someone to help optimise our Google Places listing (London UK). We already ranked but would like to improve after dropping from 1st place a few months ago on several search terms.
I have seen your comments on Google forums (as i have tried to repair things myself) and have always been impressed with your style and strategies.
Please get in touch if you can help.
Sheri
07760 102 492
#13 Gordon McNevin wrote on January 21, 2011 :
Thanks for the post Linda. I’m really keen to learn about this “secret key” you know about
How much do you charge for this service if I was looking to outsource please?
#14 Linda Buquet wrote on January 21, 2011 :
Hi Gordon,
There’s a reason I call it a ‘secret’!
Seriously though if everyone knew about it and took advantage of it, then the spammers would try to find a way to abuse it and G would be sure it no longer worked.
Sorry but I only work with US clients and don’t do outsourced work. I also am very selective about who I work with and typically only work with certain industries. If I could clone myself, I’d help everyone, but I haven’t figured out a way to do that yet.
#15 Alberto wrote on February 16, 2011 :
Thanks for sharing. Even though you didnt give us the secret key, you pointed many mistakes we make in our listings, like putting the name of the city in the biz name. Ive done it and got penalized!. I am back now to #1 in my city but trying to make it work and show up in diffferent cities too. Not idea how to but still trying.
#16 Jay Brister wrote on March 11, 2011 :
How much do you charge to seo ?
#17 Linda Buquet wrote on March 11, 2011 :
Hi Jay,
Totally depends on your situation and a number of factors weigh in.
But we do offer a free eval and consultation. After we do our research, prior to the free consult we’ll be in a better position to quote a price. No pressure at all either.
We just need to find out where you’re at (how competitive is your market, multiple locations, any duplicates, any violations, any Google bugs affecting your listing, etc.) Then find out where you want to be and for which keywords. Then can give you some options for the best ways to get there.
If you’d like a free consult, just use the contact form and we’ll get back with you.
#18 Mike Mitchell wrote on May 11, 2011 :
Linda,
Love your site and insightful advice. I own a building materials business in a small town of about 65,000 poulation. For smaller clients in outlining areas like mine, when you do google places optimization is it a one time charge for your services……or would you usually have to do ongoing monthly maintenance for an additional fee?
#19 Linda Buquet wrote on May 11, 2011 :
Hi Mike, depends on lots of different factors. If your keywords are competitive you may need on-going support. If you’ve moved, have dupes, have had penalties or are bitten by frequent Places bugs you may need on-going. But then again you could possibly get by with 1 time optimization – for awhile.
But realize the algo changes, competitors can leapfrog you and G rules can change. So staying on top is not typically a set it and forget it marketing program. Things are constantly in flux so it may take some on-going effort.
#20 Peter Smith wrote on June 2, 2011 :
I take it from the comments here that you do not do overseas clients
… do you have anyone in Australia that can do this same service that you could recommend?
#21 R.Baylon-Google Places SEO wrote on June 6, 2011 :
I am also in Google Places optimization. I always encounter clients that have multiple listings and business listings with their cities included in their business titles.
Right now, I am working on helping then correct these issues. I may have an idea about the “secret key” but I am not sure that it is the one that you’re referring to.
#22 Sandra wrote on July 4, 2011 :
What happens when the legal company name includes the business’ location ? EG, Sydney City Holden, Melbourne IT, New York Pizza, etc etc.
#23 Linda Buquet wrote on July 4, 2011 :
Google can tell to some degree if it’s really the legal name – via numerous sources that it checks.
If it’s a fake keyword stuffed name with city in it, Google can tell that as well.
Sometimes however an honest business with city in the business name does get in trouble with Google.
#24 Hilarie wrote on July 15, 2011 :
I can’t offer any real suggestions, but it’s just so interesting to read about all this new stuff and learn. So thank you folks for all your hard work.