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't fully understand, expecting him to implement it. He compares this to an old, familiar mistake in chiropractic: hiring a commission-only marketing person and hoping they will figure it out because the chiropractor never took ownership of learning marketing themselves. AI, Jerry says, is just the newest version of the same problem, an easy way to pass the buck instead of leading your own business.

The episode closes with a personal story Jerry has never shared on the podcast before: a nine year IRS ordeal that started as a simple accounting mistake in 2017 and dragged on for nearly a decade, entirely because he disengaged and handed the problem to someone else instead of staying involved. It only got resolved once he took ownership of it himself.

Topics Covered

• The peanut butter meme and why it's a good entry point into AI's limitations
• What AI is genuinely good at: processing information, acting as a sounding board, teaching new software and processes
• Why AI can confidently repeat inaccurate information depending on its source material
• The real estate story: a buyer and seller both told by ChatGPT that their agreed-upon deal was bad
• Why Jerry stopped using ChatGPT specifically and how he thinks about its design incentives
• The pattern Jerry sees with website and SEO clients sending him AI advice they don't understand themselves
• The old commission-only marketing hire mistake and how it mirrors blind trust in AI today
• Why every chiropractor is the leader of their practice, whether they have a large staff or none at all
• Onboarding, retention, and why being the leader applies to patients too, not just employees or tools
• Jerry's personal story: a nine year IRS mess caused by disengaging from a problem instead of owning it
• The core rule: the higher the stakes of a decision, the more cautious you should be about leaning on AI

Need Help?
If you want help with your website or local search, or if you want to build real competence as a business owner through the Next Step program, you can find both at RocketChiro.com.

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 get into a bonus mistake I see constantly in long-established practices: mismatched citations. If you have moved, changed your phone number, changed your practice name, or added a website since you first started practicing, there is a very good chance your business information is inconsistent across the internet in ways that are quietly undermining Google's trust in your listing. I use a car shopping analogy to explain why Google and AI treat inconsistency the same way a buyer treats a suspicious listing: with doubt.

Topics Covered

• Why established practices are more vulnerable to these specific mistakes than newer ones
• What a duplicate Google Business Profile is and how it ends up happening
• Why two listings cannibalize each other instead of helping you rank twice
• How to find duplicate profiles, including variations of your name and your old practice name
• When to merge profiles versus when to request deletion
• Why you should contact Google directly instead of trying to mark listings as closed yourself
• Duplicate listings on Apple Maps and why the fix requires a different approach entirely
• What citations are and why consistency across all of them matters even if nobody actually uses those directories
• The car listing analogy: why inconsistent information reads as suspicious to Google and AI
• How to clean up or rebuild your citation footprint if you have been in practice for a while

If you want a free look at your website and local search, request a review at RocketChiro.com. I will look at your current setup, show you where you rank compared to other chiropractors in your area, and send you a custom video with my honest recommendations.

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 direct about a hard truth: being great at adjusting is not enough on its own, and being great at business is not enough on its own either. Both matter, and chiropractors who are only strong in one area are leaving real impact and income on the table.

The episode closes with a personal story about switching upper cervical techniques mid-career, discovering he was mediocre at one style and excellent at another, and why finding the technique that fits you personally, rather than the one a seminar tells you is superior, is part of building real confidence in the chair.

Topics Covered

• The duality of being a chiropractor: genuinely awesome and genuinely difficult at the same time
• Jerry's own skepticism about chiropractic before becoming a patient himself
• An honest, in-house acknowledgment that some of the profession's bad reputation has been earned
• Why that reputation still doesn't reflect the vast majority of chiropractors doing honest work
• The core thing chiropractic actually does: optimizing the health and function of the spine
• Why pain relief and wellness benefits are real but secondary to that main thing
• The uncomfortable truth: being a great adjuster isn't enough, and being great at business isn't enough either
• Why confidence tends to follow competence, not the other way around
• Jerry's personal experience switching from side posture to knee chest upper cervical technique
• Why the "best technique" is the one you personally get the best results with
• The three things Jerry believes every chiropractor needs: security in who you are, skill at adjusting, and competence running a business

Need Help?

If you want help with your website and local search, or if you want to build real competence as a business owner and leader, you can find both the free website and SEO review and the Next Step program at RocketChiro.com.