Fourteen webpages were excluded as 3 of the chiropractor’s webpages were in fact not located in South Africa, 5 webpages were unable to load, and 6 webpages only mentioned the chiropractor’s name with a link to their social media accounts. Subluxation, which occurred in just 17.6% of webpages (ranked 6) was the fourth most frequently used term (used 231 times). Subluxation was the fourth most used term based on mean (0.69 citations per webpage on average) and innate intelligence and vital (-ism/-istic) were used the least (Table 2). It was also of interest to examine the combination of terms used by webpages. Of the male chiropractors, 104 (61.5%) used manipulate(-ion) at least once on their webpage compared with 56 (47.1%) of female chiropractors (Pearson chisquare = 5.929, df = 1, p = 0.015).