The SEO Strategy Podcasters Can't Ignore in 2026 with Darcy Sullivan

SEO is changing. And if you've been around for a while, you know that the way we think and the way we type are different. But here's the thing: the more things change, the more they stay the same. We still have to focus on the good old fundamentals of SEO. We just have to modify them a little bit.

That's exactly why I brought in Darcy Sullivan from the Clinic Marketing Podcast.

Whether you've been doing SEO for a while and you're in a rhythm with it, or you're sitting there thinking "SEO what?" this conversation is for you. We're breaking down what's changing, what's staying the same, and how to make sure your ideal clients can actually find you online.

Here's the best way to think about SEO. Picture an Oreo cookie. You have the top wafer, you have the bottom wafer, and you have the sweet stuff in the middle that holds it all together.

The same goes for SEO, especially local SEO.

You've got on-page SEO, which are the actions you take on your website to improve your overall online visibility. You have off-page SEO, which refers to actions you take outside your website.

And then you have that sweet stuff in the middle, which includes clearly identifying your target audience, because when we market to everyone, we market to no one. It means using the words, phrases, and verbiage your target audience uses, which is constantly evolving in the world of AI. And beyond that, it's positioning yourself so they can find you, and where they search.

This is where most people get stuck. You know your target audience, but you also have to put on your hat and say, "Okay, what words are they using?" A chiropractor might talk about extremities all day long, but nobody is going to Google and type in "my extremities hurt, what should I do about it?" Typically, no matter what industry you're in, people are searching their problems, solutions, and then some other generalized keyword targeted phrases.

And it's evolving fast. It used to be that if you wanted to find a chiropractor, you would type in "chiropractor near me." Then, voice search started, and you would type in "who is the best chiropractor near me." And now with AI searches, someone might type "I'm looking for a chiropractor in my area that takes this specific insurance that would be best for me because of ABCD." That is a big evolution. And that's why we have to get inside the heads of our target audience.

If you have a local business, a brick-and-mortar, a clinic, or a coffee shop, you need a Google Business Profile, and you need to actually maintain it. A lot of times, companies just set them and forget them, or Google goes in, decides what it thinks your business represents, and starts suggesting changes. You've got to keep your eye on it.

Your description must fully showcase what you serve, who you serve, and where you serve. You have to select the primary category you most want to show up for. You have to fill out everything, including parking, accessibility, social media links, all of it. Because when you don't provide that information, Google will pull other companies' information with a similar name and showcase it instead. We have to give Google as much information as we can.

And yes, you can post content to your Google Business Profile. Think of those posts like a free ad from Google. You want an image, a little text, and a call-to-action button. Book an appointment, call now, learn more. You can keep them in rotation, pick four pillars and go week one, week two, week three, week four, then go back to week one. It is not like social media, where you have to constantly create new content. You can work on older content, which is nice.

You cannot replace your website with your Google Business Profile. In this day and age, you need a website. And your website needs core pages that will help you rank online.

When somebody lands on your website, they need to know what you offer, who you offer it to, and where you're located. They have to know what the next action you want them to take is.

Do you want them to make a reservation? Do you want them to call you? Do you want them to book now? Whatever key action you want them to take, we want to make sure it is very clear.

And if you offer services, you need a general services page that lists all the services, plus specific service pages, so you can rank for the specific services you offer. Because every single page gives you the opportunity to focus on whatever the page's content is.