Surgical & pain
SEO & AEO for Physical Therapy Practices
Get found by patients searching for physical therapy, rehabilitation, and recovery services in your area.
With over 600,000 practicing physical therapists in the US[1] and a $47.6 billion market,[2] physical therapy is a highly competitive space. Patients increasingly have direct access to PT services without physician referral, making your online visibility critical. Nearly 60% of US adults search for health information online[3] – your search presence determines whether they find your practice.
Physical therapy has transformed from a referral-dependent specialty to one where patients actively seek providers. All US states now allow some form of direct access to physical therapy services,[1] meaning patients can choose their PT without a physician prescription. This shift makes digital presence essential – patients searching "physical therapy near me" are ready to book, not waiting for a referral.
The outpatient clinic segment dominates the market with over 50% revenue share,[2] and orthopedic therapy leads in demand due to musculoskeletal conditions and sports injuries. Google confirms that "review count and review score factor into local search ranking,"[4] giving established practices compounding advantages. Independent PT practices need strategic positioning to compete with hospital systems and large rehab chains.
Why physical therapy practices struggle with search visibility
Understanding these challenges is the first step to solving them.
Direct access means patients choose – not doctors
Patients can now see a physical therapist without a physician referral in most states. They're actively searching for and selecting their own PT, making your online presence critical.
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Competition from hospital systems and chains
Large health systems and national PT chains have significant marketing budgets and SEO teams. Independent practices need focused strategies to compete.
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Patients search for conditions, not "physical therapy"
Someone with knee pain searches "knee pain treatment" – not "physical therapist near me." Your content needs to capture condition-specific searches.
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Our approach for physical therapy practices
We build SEO and AEO infrastructure specifically designed for physical therapy practices. Our platform creates condition-specific content that captures patients searching for solutions to their pain or mobility issues, implements healthcare schema markup, and optimizes your local presence for direct-access patients.
We understand that PT marketing has shifted from physician relationships to patient acquisition – and our approach helps you compete in this new landscape.
- Build comprehensive content for every condition and specialty you treat – from post-surgical rehab to sports injuries.
- Capture condition-specific searches like "rotator cuff physical therapy" and "vestibular rehabilitation."
- Optimize your local presence for patients with direct access to PT services.
- Structure your site so AI tools can recommend you for specific rehabilitation needs.
Live in one day
Unlike agencies that take months to show results, our AI-powered system deploys optimized content for your practice in days. You review, we publish.
Frequently asked questions
Common questions physical therapy practices ask about SEO and AEO.
Most begin with condition or symptom searches ("back pain treatment," "knee rehab after surgery") before searching for local providers. With direct access, they can book without a referral, so they're actively comparing options online. Being visible throughout this journey – from condition research to local search – is essential.
Key takeaways
- Direct access has shifted PT marketing from referrals to patient acquisition
- Patients search for conditions and symptoms, not "physical therapy"
- Specialization differentiates you from generalist chains
- Condition-specific content captures high-intent patients early
- Local SEO is critical for practice visibility
Sources
Learn more
Explore these concepts to understand how we help physical therapy practices get found.
Guide
Local SEO for doctors
Local SEO focuses on improving visibility for location-based searches. For medical practices, this means appearing when patients search for "orthopedic surgeon near me" or "best dermatologist in [city]."[google-local-ranking]
Guide
Entity SEO explained
When patients search for "orthopedic surgeon near me," Google isn't just matching keywords anymore – it's looking for known, trusted entities.[google-knowledge-graph] If your practice isn't established as an entity in Google's Knowledge Graph, you're invisible to both traditional search and AI tools like ChatGPT.
Guide
How patients search for doctors
Understanding how patients search for healthcare providers helps you meet them where they are. Patient search behavior has evolved significantly – with nearly 60% of US adults searching for health information online[cdc-health-it-2023] – driven by the rise of AI tools, mobile search, and changing expectations.
Guide
What is Answer Engine Optimization (AEO)?
When a patient asks ChatGPT "best orthopedic surgeon in Boston," is your practice among the sources it cites? With nearly 60% of US adults searching for health information online,[cdc-health-it-2023] and AI tools rapidly becoming part of that journey, practices that aren't optimized for answer engines are invisible to a growing segment of patients.
Common challenges
Problems that practices in this specialty commonly face.
Common Problem
Why Your Practice Ranks Well But Phones Aren't Ringing
Your website shows up on Google. Your SEO reports look healthy. But the phones aren't ringing like they used to. You're not imagining it – something fundamental has changed in how patients find and choose healthcare providers.
Common Problem
Why Great Reviews Aren't Improving Your Rankings
You've worked hard to earn five-star reviews. Patients love you. But when someone searches for your specialty in your area, you're nowhere to be found. The frustrating truth is that reviews matter for local rankings, but they're not the only factor – and focusing on reviews alone while neglecting other signals can leave you invisible.
Related specialties
Explore how we help practices in related specialties.
Surgical & pain
Sports Medicine
With 8.6 million sports injuries occurring annually in the US, athletes and active individuals are actively searching for specialized care. Nearly 80% of Americans participated in at least one sports or fitness activity in 2024, creating substantial demand for sports medicine expertise. Your online visibility determines whether these motivated patients find your practice.
Surgical & pain
Pain Management
Chronic pain patients are desperate for relief and actively searching for solutions. With over 51.6 million US adults living with chronic pain, the need is substantial. They compare treatment options, research providers, and look for specialists who understand their condition. Your online visibility determines whether they find your practice or turn to someone else.
Aesthetic & elective
Chiropractic
With approximately 50% of US adults having visited a chiropractor at some point, and a $13.75 billion US market, chiropractic care has significant patient demand. Patients increasingly search online for pain relief solutions – nearly 60% of US adults look for health information online. Your search visibility determines whether pain sufferers find your practice.
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