“Near Me” Keywords: A Guide for Coming Up on Google as a Physical Therapist or Health and Wellness Business
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“Near me” keywords come up regularly when talking about local SEO, and they create a lot of unnecessary stress for business owners simply because they don’t know how to come up on Google when someone searches for a “near me” term.
Many people assume that if they are not using the words “near me” directly on their website, they will not show up in search results. In reality, Google does not work that way.
This post breaks down what “near me” searches actually mean, how Google interprets them, and what you should focus on instead if you want to rank locally.
What Are “Near Me” Keywords
Near me keywords are searches like:
Physical therapy near me
Pelvic floor PT near me
Physical therapist near me
When someone types a search like this into Google, they are not asking Google to find a phrase and they are not asking a question. They are telling Google they want a business that is close to them, in their immediate area.
“Near me” simply means nearby.
Why “Near Me” Searches are Incredibly Important
Coming up on Google for a “near me” keyword is incredibly important.
Folks who are typing in XX service near me know two things:
Exactly what type of service they are looking for
They want to look for that service in the immediate area where they are
This means that this person is what I would consider a super warm lead. This person knows exactly what they need and want. So, as long as your website comes up, ideally in the top 5 spots on Google and/or in the Google Maps pack, and-this is super important-they are your ideal client, then that person will likely take action once they get to your website: booking a call, submitting a form, calling you, etc.
I would call “near me” keywords essential for each of your main services.
How Google Interprets “Near Me” Searches
Google does not look for the literal words “near me” on your website. Instead, it treats “near me” as a local intent signal.
When someone searches with “near me,” Google:
Uses the location data attached to that search
Looks at businesses that are physically close to the searcher
Pulls results into the map pack and local search results based on proximity, relevance, and prominence (you’ll learn more about all of these terms below).
Near me tells Google how to interpret the search, not what words to scan for.
Should You Use “Near Me” on Your Website?
After that last section, this answer is likely obvious to you.
You do not need to keyword stuff “near me” into your website. Doing so looks spammy, reads poorly, and does not feel human-first, which is what Google likes to rank. Always human-first.
A blog post titled “Physical Therapy Near Me” sounds strange and unnatural. That is not how people actually speak or search for care. The same thing goes for “near me” inside your website copy. You can’t naturally place that in many places on your website.
Where near me phrasing can work is when it is used naturally:
“Looking for a physical therapist near you? Our St. Pete clinic is centrally located in…” - typically this will be found at the end of a blog post, where your call to action is
The goal is clarity for people, not forcing a phrase onto the page. Forcing keywords anywhere, especially “near me” is never recommended.
Why Google My Business Matters More Than “Near Me”
Google already knows where your business is located. That information comes from your Google My Business profile.
Optimizing:
Your categories
Your services
Your name, address, and phone number (ensure this information is consistent everywhere)
Your service area
is far more impactful than adding “near me” anywhere on your website.
A super-specific and fully optimized Google My Business profile sends much stronger local signals than keyword stuffing ever could.
How You Actually Rank for Near Me Searches
Ranking for near me searches follows the same rules as all local SEO:
Proximity: How close your business is to the searcher
Relevance: How clearly your services match what they searched for
Prominence: Reviews, backlinks, citations, and overall trust. The "credibility” your website/domain has across the entire internet. This means what you have on your website, and on other folks’ websites as featured content, matters.
You cannot force Google to show your business for a near me search if you are far away from the person searching, especially in competitive areas. Distance still matters. The only way you can really crawl up in the ranks for near me searches when youre farther away from the searcher than another business is if you absolutely crush the prominence piece.
What to Optimize Instead of “Near Me”
Instead of focusing on near me as a phrase, you should optimize for:
Geo-modified keywords like:
Pelvic floor PT in St. Pete
Chiropractor Tampa Bay
Location-based phrases inside your content
Geotagged photos tied to your actual location
Your address listed clearly in your website footer and contact page (and having your address match exactly across all places you are listed online, like Yelp, Apple Maps, etc.)
These signals tell Google exactly where you are and who you serve.
Creating Content with Strong Location Signals
Location signals can be reinforced through content by:
Mentioning the neighborhoods you are near
Referencing local landmarks
Giving directions or context for where your clinic is located
Listing the towns or areas you serve naturally within content
This type of content helps Google connect your services to a physical place. This doesn’t mean you should spam your website with 50 local towns that are all around your local area. My suggestion would be to start close and, per Google, you typically shouldn’t list towns you serve that are outside a reasonable radius.
Why Keyword Stuffing Fails
“Physical therapy near me” on its own means nothing without location attached to it.
Location is what gives the search meaning. Google relies on:
Address information
Website location signals
Google My Business data
Consistency across platforms
Stuffing near me into your website without these foundations does not work.
The Long-Term Payoff of Doing This Correctly
Near me rankings are not something you chase directly. They happen as a result of doing both local SEO and just “general” SEO well over time.
When you:
Create strong, helpful content
Build trust through reviews and citations (your website being linked to from other websites)
Optimize your local signals consistently
…coming up for near me keywords happens naturally.
Summary
You do not need to force “near me” onto your website to rank for near me searches.
Follow SEO foundations by creating helpful content and building credibility, as well as maximizing your local signals. When you do that, Google will know when to show your business for near me searches.
How to Get Started with SEO, Local SEO, and Google My Business Optimization
If you’re looking for ways to get started with SEO, take a look at my SEO Mini-Courses and Mastercourses.
Courses that I’d recommend:
SEO Crash Course ($47)
Blogging Bootcamp ($297)
If you’re looking for a complete course that will teach you everything you need to know about SEO, I’d recommend SEO School.
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