September 14, 2017 was a sad day for many marketing companies and addiction treatment programs.
Google decided that hundreds of rehab-related search terms would no longer be available while using their PPC marketing. Google reps have stated that this decision came from their “higher ups” and was made because they found a large “number of misleading experiences among rehabilitation treatment centers.”
So what does this mean for legitimate addiction recovery centers and their marketing meant to reach individuals in need?
Well, what Google has restricted are certain search terms, so you’re going to be unable to show an ad for that specific term, but that doesn’t mean people are going to stop searching it. Which is why SEO and Social Media outreach is more important than ever for addiction recovery centers.
The best thing you can do for your addiction recovery center marketing is to start creating as much high quality content as you can for a variety of keywords.
Did you know the first position on Google receives about 30% of all clicks within Google? It’s so important to have a solid content creation plan in place with skyscraper articles, supporting articles, and internal links to help rank your company for that top spot on Google.
The downfall of SEO is that it takes time. Time to create, and time to rank.
How much time?
Plan on 12 months of content creation and backlink building before you see great results. Here are some images that will show you a timeline and the growth for an SEO campaign. These are in the addiction recovery space.
But there are a few things that you can do to help your content to rank on page 1 of Google.
How to Rank Your Addiction Recovery Centers on Google
Be sure that your content has a good strong headline that contains your desired keyword along with any H2 or H3 tags that are needed. Following up your headline with a short paragraph about the topic (about 100 words) can also help you rank for Google Featured Snippets.
Your content should be a minimum of 300 words, and in truth, the longer the content you can create the better. However, like most things in life, remember quality over quantity.
Your keyword should be found 1-3% within the content. For an article that contains 300 words, your keyword should be found three to nine times. Any more than that and the Google algorithm may ding you for keyword stuffing. It should be found in the title, URL, headlines, content, meta tags, meta description, and your image.
Your featured image, or the first image in your content should have appropriate alt tags and should be named with your keyword.
Your content should link back to your skyscraper articles. Select the appropriate keyword and link back to your long article (preferably 1500 words or more), and this will create an internal link. You entire content plan should look like one large “family tree” with your skyscraper articles being the patriarch and matriarch and every article linking back to at least one of them.
It’s also important to get backlinks to your articles. There’s a number of ways to get backlinks to articles, but they aren’t always easy, and they aren’t always cheap.
You can reach out to websites that are related to your field and ask them to add a link to your content; you can create guest posts for related sites and link your keywords back to your article on your own site. Or you can purchase backlinks. However, not all backlinks are beneficial. There are a lot of junk links out there that will actually ding you rather than raise you.
If you’re going to purchase backlinks, stay clear of inexpensive and unknown backlinks services. Places live Fiverr offer multiple backlinks for the cheap price of $5. These will hurt your SEO score. Instead look at high quality services like The Hoth, which provides the domain authority of each of the sites they place your backlink on.
Remember that organic traffic accounts for more than 80% of the traffic on most websites, so having constant content creation is so important. Especially for addiction recovery centers, whose clients want to know about their facility, the location, their programs, what they can expect, success stories, and more.
Unfortunately, one of the biggest gaps we find in our recovery clients current marketing strategy is their content, or lack thereof. They either aren’t creating any, or it’s irrelevant filler articles that aren’t ranking for the correct search terms. There’s a wealth of opportunity just waiting to be tapped into, and fortunately for our clients, we know how to use this to their advantage.
Hey everyone! This is Chase from MarketingHy I have had the amazing experience lately with helping some of the nation’s biggest names in the drug and alcohol addiction niche.
A subject that is constantly on my mind is,
How important is branding for an addiction recovery centers?
There are many rules when it comes to digital marketing for a company like this. Some of today’s top marketing venues such as Facebook, Instagram and others have strict guidelines for what you can and can’t-do.
And now, come to find out earlier today, Google is cracking down on Adwords and Google listings for rehabilitation centers.
Let me take you back to this morning….
I jumped in my car and on my way to the office I hear my phone chime in.
I pull into the parking lot, open the article and am greeted by a headline on how,
“GoogleIs going to be cracking down on how they market addiction recovery centers.”
Now What? – was the first thing that popped into my head.
Then I thought for a second and I actually became pretty excited!
The answer comes back to what I personally think is the most important part of any business.
Something that is easier than ever in today’s era with tools like social media. Yet, most rehab centers completely skip this step.
We use branding to show the entire world who we are and exactly what our business stands for.
And the best part, it’s FREE!
So… how do you start to really brand your Business?
There are a couple things I want to go over but first, let’s starts with two simple questions.
1. What specific value can you bring to your clients?
2. Why do you want to bring this value? What drives you and your team to get up every day?
The answers to these questions will be what shapes your brand and builds relatability with the people who come across your content. People are constantly seeking solutions to solve their pain points.
Now that we have that down. Let’s discuss the benefits of branding.
Have you ever heard the term,
“people hate to be sold, but they love to buy?”
People are tired of seeing ad after ad as they search through their social media (SPAM).
More and more people are using Ad blocking technology for that reason exactly. That means it will be harder and harder to reach your target market.
The best thing about branding is you are selling at a macro. You are literally placing ideas into people’s minds as they find out more about your product.
As you build your brand and people begin to learn more about who you are, in return it builds trust. Once people have gained value from you and what you offer, only then will they look into buying or signing up from you.
Now… how can you put this idea of branding out to your clients?
The answer is simple…. Content Creation!
I’m not talking about having a meeting and saying,
“Well today is national hot dog day. I think we need to make some posts telling everyone to race out and eat a hot dog.”
I’m saying we need better more thought out creation. Too many times we get caught up in what everyone else is doing and posting that we lose the focus of pushing our brand forward.
Here are some steps to creating great content…
1. Go back to your what and why
2. Focus on adding value to your clients through what you offer
3. Craft up a post using these two points (make sure to have an end goal in mind education, sales, finding new clients, etc.)
4. Find the best platform to push your content out on
5. Quality Consistency is key
Now let me ask you a question…..
Who do you go to when you need to find answers online?
The kid who just started, or the trusted expert?
The final key is this,
YOU MUST BECOME THE TRUSTED EXPERT IN YOUR NICHE.
Becoming a leader in your industry creates trust and brand credibility.
When a mom has a child that needs help, your recovery center has to be the first one that comes to her mind.
Investing time into content creation is one of the best ways to leader in your industry.
Almost all buyers purchase based on the influence of content they see.
Once you have branded your business as the GO-TO in your industry, people will start to take your word more seriously and the influence your business has will increase dramatically.
Here are a couple key points to remember:
1. Don’t always talk about how great your business is – remember, it is always about the value you can bring to the client. You must give value before asking for a dollar
2. You probably have years of experience – don’t be afraid to give your knowledge to those looking for it. Find ways to get out in your community and speak
3. Always be yourself (build your own brand, not someone else’s)
4. Find which platform your personality fits best (video, blogging, social media, etc.)
5. Always remember to keep your brand in mind
In the world of digital marketing, tactics change on a daily basis. But one thing will always remain the same…. BRANDING IS EVERYTHING!
Build a brand that adds an immense amount of value to people’s lives and they will organically come to you. There is endless potential in doing so.
The largest search platform in the world got sober last night and decided to shut off advertising to certain keywords for rehabilitation centers. And, for good reason! Even though there are plenty of legitimate rehab centers, there are plenty of scammy and illegitimate advertisers taking advantage of putting their rehab centers in front of vulnerable prospects.
You Can No Longer Advertise Your Rehabilitation Center On Google
Addiction is a big deal. There are legitimate, wonderful companies helping struggling individuals conquer their addictions and heal their bodies and minds. Adwords used to be one of the top revenue-generating activities for these rehab centers. Why? Because people go to Google when they want to solve a problem. In an effort to battle the illegitimate advertisers, and go against those who all they wanted was to get Heads in the bed. Running PPC campaigns is no longer available.
So how can you continue to show up at the top of Google without paid advertising?
Google Maps Business Listing.
Google Maps Business Listing
(Show up at the top of local search results)
In order to effectively continue marketing your rehabilitation center, it is imperative that you have your Google Local Listing Properly Setup. This will allow you to show up at the top of the search up at the top of a Google search for your local area.
What to Include for Your Rehabilitation Center
If you haven’t started at all, head over to business.google.com to get started. Here you’ll be able to set up all the different attributes that will show up for your business.
The key is to include as much information as possible. Google wants you to optimize your listing to best appear on its search platform.
If you include everything that you can. You’ve taken the first step to showing up first for your prospects.
Advantage Over Ads
Everything that Google does is for the consumer and trying to make the internet a safe, informative, friendly experience. Taking away the ability to advertise with certain keywords is HUGE and will actually be a really good thing if you are optimized for it locally.
Because we know that the search traffic is not going to go down. The same amount of people are going to be searching for “Rehab centers near me.” So, instead of showing someone else’s results right at the top, the best local results will be displayed nice and big right at the top with all of your information. This could be a game changer for your business if you quickly optimize your listing business page with Google.
Just by taking a quick look at the picture above we can see that some of the biggest ranking factors are: Number of reviews, average star value, we can see that all listings have a website, address, contact information, their address, and their hours of operation. The goal: give Google as much information as possible.
There’s so much more that you can do to help boost your rankings. If you’re going to play with Google, you have to play their game.
Take advantage of changes in Google to raise your business above the rest. Don’t let the big internet giant throw you on the ground and cripple your profits. Cultivate a mindset of, “This change probably will keep a lot of others down. Meanwhile, I’m going to adapt and use this to my advantage.”
You can do this quickly by optimizing your Google business listing.
If you feel lost or don’t think you can keep up with all the changes. Give us a call. We’d be happy to help your rehabilitation center stay profitable.
Google Tag Manager (GTM) makes it really easy to add different scripts to your page. The most common scripts that are used are analytics (Google Analytics) and remarketing tags (Facebook Pixel, Adwords Remarketing Pixel, etc.) Google Tag Manager makes working with code nice and easy because you only have to install it once on your website. All the other code snippets (tags) get put on the site through Google Tag Manager.
The most basic function of the Facebook pixel is to track audiences. Whenever someone lands on your website, Facebook will tag them. This means that you can then use their advertising platform to target the exact same people that visited your website.
The first step is to Install the Google Tag Manager code snippet onto your site. There are 2 parts to the code snippet. One goes in the header between the <head></head> section and the other in the <body> before the closing tag </body>. Sometimes your theme has a spot to do this if you don’t want to use a plugin.
Install the Insert Headers and Footers plugin.
Go to Plugins > Add New > search for Insert Headers and Footers plugin by WPBegginer > Install and Activate.
Once the plugin is installed we can grab the code from Google Tag Manager.
Go to Google Tag Manager and click on the Container ID to pull up the code snippets.
Go back to WordPress in Settings > Insert Headers and Footers > Paste the top code into the <head> section and the bottom code into the <body> section.
VIOLA! Google Tag Manager is now installed on our website!
Installing The Facebook Pixel
The first thing we will want to do is click on Variables on the left hand. > Click Configure > and enable “HTML ID” and “Container ID” from the options. (I like to also enable all click and form variables for future use.)
The next thing we want to do is create a constant variable for our Facebook Pixel ID.
Go to Variables > all the way down at the bottom under “User-defined Variables” click NEW > Title the Variable “FBPIXELID”
Click Learn More > Choose “Constant” > Input the Facebook Pixel ID into the field. > Click Save
Now, it’s time to make the tag.
Go to “Tags” on the left-hand side.
Click “NEW” > title the tag “Facebook Base Pixel” > Choose “Custom HTML”
How to set up your Google analytics goal is essential for you to know the things that are happening on your site. This will allow you to know how well your site actually converts generally speaking we like to be at least 5% conversion rate. To set up your Google analytics goal it is a simple process. There are a few things that you have to have set up first before this can happen.
A functioning website
Google analytics is set up properly
Google analytics pixel code is place properly
Your marketing funnel is properly set up
If all these things are set up properly let’s get started!
Step one login to Google analytics
Once you’re logged into Google analytics we are going to go over to the top right under admin.
Step Two Click Goals
Just a reminder under the admin Area is kind of like the backend of your Google analytics. Click on the goals!
Step Three New Goal
Okay now that we are this far this is where you need to know what we like to call your “thank you page”. In order for Google to track this after somebody pops into your funnel they need to be driven to this page. This is how Google will show you your conversion rate of your site and also show you how many people are opting into your funnels.
Steps To Creating The Goal
Name The Goal
Put in the url
Select Equals to DON’T DO CONTAINS
Verify the goal if you just created the page and have not opened it yet go to it and then click verify and you will see that the goal is tracking properly.
And there you have it your Google analytics goal is set up and should be tracking properly! If you have any questions about Google analytics or have any marketing concerns feel free to reach out to marketinghy.com