AI Search is Here: What DCs Need to Know

In this episode of Chiropractical, Host Jon Kec explores how AI-driven search and changing Google behavior are reshaping how patients find chiropractors, and why showing up in the top results now matters more than ever. Jon is joined by SEO/AIEO experts who share strategies to boost visibility and attract more patients through smarter content.

Posted in Podcasts on Friday, March 6, 2026

The reality is that nearly two-thirds of patients begin their search for a new chiropractor online. When they search "chiropractors near me", are they finding you ... or your competition? The landscape is rapidly evolving, with AI-powered search tools now providing recommendations even before patients see they traditional Google search results. More than ever, your website and digital presence are crucial in attracting your next patient.

SEO & AIEO: What Are They?

SEO, or Search Engine Optimization, involves using strategies and tactics to increase the number of visitors to your website by obtaining a high-ranking placement in search results. 

AIEO, or AI Engine Optimization, takes it a step further by optimizing your digital content so that AI systems can understand it and recommend it.

Together, they ensure your practice appears at the top of online searches, making it visible to potential patients.

Where to Start

For DCs, investing time in SEO/AIEO might seem daunting with an already busy schedule. However, focusing on the most impactful areas can make all the difference. Start by understanding what your patients are looking for.

Create a content calendar that addresses common questions and concerns your patients have. Incorporate these insights into your website through service pages or blogs to address potential obstacles and questions.

Avoid the Common Mistakes

A common mistake DCs make is focusing solely on ranking for basic keywords like "chiropractor near me". While these are important, search behavior is shifting towards the specific questions like "can a chiropractor help with sciatica?" Ensure your website addresses these questions to capture patients during their research phase. 

Engage with content that caters to patient inquiries and provides clear answers, establishing trust and authority in your field. 

Building a Strong Digital Foundation

To build authority and "trust signals", ensure your website answers patient questions effectively. Incorporate structured content, such as FAQs and comparison tables, to enrich your service pages. 

AI is constantly evolving. While patients currently use AI for preliminary research, the future may see these platforms enabling appointment bookings. To prepare, ensure your content continues to be relevant, providing comprehensive answers to potential patients' questions.

Remember, implementing these changes doesn't have to be overwhelming. Take it one step at a time, updating your site as you identify areas for improvement. Over time, these small actions will build up, solidifying your practice's reputation as a trusted chiropractic provider in the digital world.

If you have questions or topic ideas for us, reach out at askncmic@ncmic.com.

This episode of Chiropractical was released on March 9, 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.