Weekly Bs: Relationship-centered Chiropractic Marketing

If you've been on social media for more than two seconds and you own a small business, you've seen it: "Google just changed this," "AI just changed that," "this is a total game changer." Jerry gets pinged about these constantly, from clients and from friends who own small businesses, and 99% of the time, his honest answer is that it's a nothing burger. In this episode, he breaks down two of the latest ones making the rounds: adding social media platforms to Google Search Console, and becoming a "preferred source" for Google AI. He explains what Search Console actually is, why the ability to connect Instagram and YouTube to it is genuinely useful data, and why it is absolutely not a secret shortcut to ranking on Google. He also shares an actual, untested theory he plans to try himself: treating social media descriptions like mini blog posts rather than throwaway captions. The second half tackles the "preferred AI source" claim head on. Jerry explains what this feature actually does, individual users selecting

When chiropractors talk about return on investment, they almost always mean money, and Jerry usually does too. But a comment from an unrelated business, a guy who negotiates car purchases on behalf of clients, changed how Jerry thinks about ROI entirely. His clients weren't hiring him to save money. They were hiring him to remove stress from a process they didn't want to deal with. That comment stuck with Jerry, and in this episode he breaks down five distinct ways to think about return on investment as a chiropractic business owner: money, time, completeness, sanity, and satisfaction. He uses real, personal examples throughout, including his own uncle who avoids DIY car repairs, his own accountant who couldn't get him to use QuickBooks no matter how hard she tried, and hiring a CA to answer phones early in his own practice because the alternative was simply not answering them at all. The episode also includes an honest and moving reflection on the danger of the fifth category, satisfaction, tied to a story a

Being a chiropractor is both awesome and genuinely frustrating, and Jerry Kennedy has felt both sides of that for years, both in his own nine years of practice and in working with chiropractors ever since. In this episode, he wants to offer something a lot of chiropractors don't hear enough: an honest word of encouragement. Jerry talks about the prejudice chiropractors face, including his own skepticism before ever becoming a patient himself, and why some of that reputation, uncomfortable as it is to admit, has actually been earned by bad actors in the profession. But he pushes back hard on the idea that this should translate into insecurity for the vast majority of chiropractors who are doing honest, skilled work and genuinely helping people. From there, Jerry lays out what he believes is the actual core of chiropractic, optimizing the health and function of the spine, and argues that pain relief, wellness benefits, and everything else are meaningful but secondary to that main thing. He gets refreshingly dir

A meme about a man with a peanut allergy trusting an AI app that just told him peanut butter was safe sparked this episode, and it is a good entry point into a real problem Jerry sees constantly with chiropractors and AI. Jerry uses AI constantly in his own business, and he is upfront that it is an incredible tool. But he also lays out exactly where AI falls short: it will confidently tell you things that are completely wrong, it will contradict itself within the same conversation, and it pulls its answers from source material that may or may not be accurate. He shares a striking real estate story where both the buyer and seller of the same house, independently, asked ChatGPT if their deal was good, and both were told they were getting a bad deal. Neither one was right, and the deal that everyone had agreed on suddenly fell apart over bad AI advice. From there, Jerry connects this directly to a mistake he sees in his own website and SEO work, where clients increasingly send him AI-generated advice they don'

If you have been in practice for fifteen years or more, there is a real chance something you did years ago, or something that happened without you even realizing it, is quietly dragging down your local search rankings right now. In this episode, I share the story of a current client who came to me for a new website and local SEO work. During the process, I found four separate Google Business Profiles attached to his practice. Four. He had no idea most of them existed. And I am as close to certain as I can be that cleaning those up alone is going to move his rankings. I walk through why duplicate Google Business Profiles happen, why they are such a common problem for established practices specifically, and exactly what to do when you find them, including how to merge profiles with reviews on them and how to get rid of the ones that have nothing worth keeping. I also cover the right way to handle duplicates on Apple Maps, which is a different and honestly more frustrating process than Google. From there I g

If you've spent any time on social media as a chiropractor, you've probably been pitched a "hack" for ranking number one on Google Maps. Someone is always discovering a secret, and they're always willing to share it with you for a fee. In this episode, Jerry breaks down a real example he came across recently: a guy claiming to rank well by paying people with burner phones to fake driving to his office, creating the illusion of traffic and interest. Jerry explains why this works in the short term, why Google's pattern detection catches it eventually, and what actually happens when it does, including the kind of shadow banning and blacklisting that is much harder to undo than it was to create. He also walks through a second, more subtle example: incentivizing patients with raffles or contests to get them to post photos to your Google Business Profile. It sounds harmless on the surface, but Jerry explains why it crosses into the same bribery and incentivization territory that Google explicitly prohibits, even

Years ago, I tried something in my own practice that seemed like an obvious win: a 24-hour call center to make sure every call got answered. It made sense on paper. It failed in practice, and not for the reasons you'd expect. In this episode, I tell the full story of why the call center didn't work, what it taught me about the relational nature of chiropractic, and how that exact same lesson applies to the AI tools showing up in chiropractic offices today. I walk through a real conversation I had with a client who was being pitched a dynamic phone number system, essentially the modern, automated version of the same mistake I made years ago. From there, I lay out a simple principle for evaluating any technology in your practice: if it's only benefiting you and not your patients, it's worth reconsidering. I break that principle into two practical questions, transparency and frequency, and use some uncomfortable personal examples, including my own dentist, to show what happens when a practice gets either one wro

For years, local SEO was about keywords. You found the phrases people were searching for, loaded your pages with them, and hoped Google noticed. That approach is not just outdated now. It is actively working against you. In this episode, Jerry Kennedy breaks down the shift that has happened over the last four to five years and why authority has replaced keywords as the thing that actually determines whether you show up in local and AI search. The distinction sounds subtle but the implications for how you build and manage your website are significant. Jerry walks through the three pillars of local search: relevance, proximity, and prominence. Relevance and proximity are straightforward. Prominence is where most chiropractors are leaving results on the table, and it is also the piece that most low-budget website companies either do not understand or simply ignore. He uses the gas station chicken wings analogy to explain why mentioning a condition once on a services page puts you in the same category as a bus

There is real wisdom in learning from people who came before you. You do not have to figure everything out the hard way. But there is a significant difference between learning from someone and trying to become them, and the chiropractic seminar world has made a lot of money blurring that line. In this episode, Jerry Kennedy talks about what actually goes into success, and why the "if I can do it, you can do it" message is not just oversimplified, it is sometimes genuinely misleading. The episode starts with a real client situation: two chiropractors comparing websites that were built to do completely different things for completely different practices. One had strong established authority and did not need her website to do heavy lifting. The other was just starting to build hers and needed every part of her site working to fill that gap. Comparing the two made no sense, but that kind of comparison happens constantly in chiropractic. From there, Jerry walks through a list of factors that influence practice

One of the most common struggles in early practice is patient retention. Someone comes in for one or two visits, feels a little better, and disappears. And then you are right back where you started, constantly trying to replenish a patient base that never quite builds the way it should. In this episode, Jerry Kennedy breaks down why that pattern happens and what you can actually do about it. Not contracts. Not prepayments. Not guilt tripping patients into feeling bad about their health choices. Those approaches have been around chiropractic for decades and they are not the answer. The real issue, in most cases, is patient education and the onboarding process. If patients walk out of their first visit thinking you are just a fancy aspirin, they will use you like one. The fix is not manipulation. It is communication. Jerry walks through four levels of chiropractic care and explains why most patients default to pain-relief-only thinking unless you deliberately introduce something else early in the process. From

Chiropractors get targeted by bad SEO pitches constantly, and most of them have no way to tell the difference between a legitimate offer and a scam. Not because they're not smart, but because they don't know what they don't know. And the people running these pitches are counting on exactly that. In this episode, Jerry shares two real examples from actual clients in the past week: a fake SEO grade scanner that gave a client a C based on information that was completely fabricated, and an AI-generated personalized video that appeared to show serious problems with a client's website but was showing a site that wasn't even theirs. Both were designed to do one thing: make you panic and sign something before you think it through. From there, Jerry walks through five red flags you can use to spot a bad pitch before it costs you six months of fees and zero results. The 5 Red Flags Panic and urgency: SEO is a long-term relationship with Google, not a fire drill. Anyone trying to make you feel like you need to act

Google wants you to ask for reviews. They say it openly. They give you the QR code right inside your Business Profile. So why are legitimate patient reviews getting flagged and removed? In this episode, Jerry breaks down two relatively new reasons Google may remove your reviews, and explains what the actual policy language says (because the TikTok version left out a lot of context). The first issue is location: when a high volume of positive reviews come from one GPS coordinate or IP address, it starts to look suspicious, even if every single one of them is genuine. The second issue is specific content: if reviews are mentioning staff names in a concentrated pattern, Google's AI reads that as coaching, which is against policy. Jerry explains how Google's pattern analysis works, why the analogy is closer to shoplifting prevention than a penalty system, and what you should actually do to protect your review count going forward. He also covers review gating, which has been against Google's policy for years an

This episode is for chiropractors who find themselves making practice decisions based more on what they dislike about others than what is actually best for their own clinic. Jerry Kennedy explores the common trap of overcorrecting. This happens when a chiropractor avoids helpful business or clinical strategies simply because a "sleazy" or "bad" doctor in town happens to use them. Leadership requires discernment rather than just reacting to the extremes. Whether it is following up with patients, providing structured care recommendations, or utilizing social media, you should not abandon effective tools just to distance yourself from a particular practice style. This conversation helps you separate your personal preferences from reactionary choices so you can lead your chiropractic business with clarity. Core Principles and Decision Lenses The Overcorrection Trap: Why avoiding certain behaviors because "that other doctor does it" can rob your practice of necessary growth tools. Leading with Discernment: Mak

This episode is for chiropractors who may be feeling discouraged by the increasingly competitive world of chiropractic SEO and AI search. While the gap between established clinics and newer offices is widening, your chiropractor website remains your most critical marketing asset—regardless of whether you ever rank #1 on Google. A common mistake is viewing a website only as a tool for search engines; however, its primary job is building trust with human beings. Whether a lead comes from a referral, networking, social media, or local signage, your website is the final destination where they decide to trust you with their health. This conversation moves away from generic templates and focuses on how to develop a digital presence that clearly communicates value and converts visitors into patients. Core Principles & Decision Lenses The Conversion Factor: Understanding that being "found" is only half the battle; your website must answer "What do people see when they find me?". Communicating Value Quickly: Why

This episode is for chiropractors running a small chiropractic practice who are tired of being told that ranking #1 on Google is as simple as following a basic checklist. Jerry Kennedy reveals the "ugly truth" that many marketing agencies won't say out loud: in some markets, dominated by established practices, traditional chiropractic SEO might actually be a money pit. Many owners of a small healthcare business fall into the trap of spending thousands on SEO packages without understanding the competitive ecosystem they exist in. This conversation breaks down the three pillars of trust—relevance, proximity, and prominence—and provides a "quick and dirty" way to assess if your chiropractic business is actually in a position to benefit from search optimization right now. Core Principles & Decision Lenses The Trust Metric: Understanding that ranking in Google or AI is not about "tricks," but about building long-term trust through data. Relevance and Proximity: Why being the right answer and the closest answ

This episode is for chiropractors running a small chiropractic practice who are navigating the loud and often misleading world of online marketing advice. Whether you are seeing "viral" tips on TikTok, X, or Instagram, most chiropractic SEO and AI search advice is given in a vacuum. Jerry Kennedy discusses why even "good" advice can lead to failure if it ignores the unique competitive ecosystem of your chiropractic business. Many owners of a small healthcare business struggle with unrealistic expectations fueled by gurus claiming "all you have to do is" follow a few simple steps to rank #1. This conversation reframes search optimization as a competitive sport and a game of building trust. By understanding your local environment and focusing on local SEO for chiropractors, you can make smarter business decisions for chiropractors and avoid throwing marketing dollars down a pit. Core Principles of Search & Trust The Context Trap: Why advice given in a vacuum ignores the fact that chiropractor decision ma

This episode for chiropractors explores the core principles of chiropractic business leadership when hiring staff or outside services. For anyone running a chiropractic practice, the transition from clinician to owner requires a shift in how you approach small business ownership for chiropractors. Jerry Kennedy discusses the common pitfalls of delegation and how to develop better chiropractor decision making when building your team. Many owners of a small chiropractic practice struggle with the "two ditches" of management: micromanaging every detail or completely abdicating leadership. This conversation moves away from rigid scripts and instead focuses on a mental model for vetting, training, and trusting the people you hire. By improving leadership for chiropractors, you can reduce the friction of practice management and focus on higher-level business decisions. Core Principles of Practice Leadership The Hiring Framework: A four-part mental model for vetting, training, trusting, and verifying anyone you

This episode is for chiropractors running a small chiropractic practice who are trying to make thoughtful business decisions in an environment shaped by search engines and AI. If you're navigating chiropractic SEO, evaluating outside help, or simply trying to understand how visibility works online, this conversation is designed to give you clarity rather than tactics. There is a lot of noise around SEO and AI. It's often made to sound technical, mysterious, or urgent. That confusion can lead chiropractors to either ignore it completely or outsource it without understanding what they're buying. This episode reframes the conversation around mental models and long-term thinking, helping you approach business decisions for chiropractors with more discernment. In this conversation, Jerry explores principles such as: SEO and AI as relationship-building systems based on trust, not hacks or loopholes Why rankings never happen in a vacuum and are shaped by competitive context The relational nature of Google sear

This episode is for chiropractors running a small chiropractic practice who are making their own business and marketing decisions day to day. Jerry Kennedy speaks directly to owner-operators navigating chiropractic practice ownership, where outcomes are shaped as much by context, timing, and personal skill as by effort. Many chiropractors feel pressure to copy what appears to be working for someone else. Seminar speakers, podcasts, mentors, and online success stories can quietly create confusion about what progress is supposed to look like. This episode reframes that confusion and replaces comparison with clarity, helping chiropractors think more clearly about business decisions for chiropractors in the real world. In this conversation, Jerry explores principles and decision lenses rather than tactics, including: Why every chiropractic business operates under a unique set of constraints and opportunities How imitation without context leads to frustration, not growth The difference between princi