Google Restricts PPC and Adwords Terms for Drug Rehabs
It would seem that Google has done a 180-degree turn on the drug rehab industry by restricting many of the PPC or Adwords terms that people use to search for treatment centers.
Addiction-Rep’s Jim Peake, a professional marketing consultant and expert on drug rehab marketing, recently gave his feedback to Alcoholism and Drug Abuse Weekly on the changes that Google has implemented in regard to drug rehab advertising through the Adwords program.
Read the full article here at Alcoholism and Drug Abuse Weekly.
The bigger problem we see is all the actual lead generation companies selling leads back to the rehab industry – not just the ads that these companies utilize. It is a lucrative micro-industry that surprisingly is not regulated by HIPAA compliance. (Google and HIPAA need to eliminate these companies.) What we do at Addiction-Rep is help the rehabs market their own business.
“If I have an inbound link from NAATP to SAMHSA, or from a reputable source within the industry such as Alcoholism & Drug Abuse Weekly, that will have more credibility,” said Jim. “And rehabs need high-quality, authoritative links from established businesses like SAMHSA, ADAW, NYT, Mayo Clinic, etc. These links help push up their SEO search results … but they must have quality content to make it all work.”
What Drug Rehabs Need to Know About Marketing Addiction Treatment Programs Online
Yes, SEO costs money. Rehabs (like all businesses) must become publishers in today’s business climate. They must publish meaningful content that others want to share. They can ask their staff to write evergreen articles on topics like relapse prevention, dual diagnosis and more.
The rehabs MUST hire people who have the ability to write as well as speak in front of a camera. Rehabs have to continually create new and top-notch content – if not every day, then at least 2 to 3 times per week to help their SEO.
By creating quality content, answering readers’ questions and satisfying the users’ intent directly on the website, your site will become an authority on the subject matter of addiction and substance abuse treatment. When your site is an authority, you will have a higher chance of earning backlinks from other trusted sources and even reputable peers in the drug rehab industry.
The Need for Drug Rehab SEO
Rehabs that believe they can’t afford to do SEO or invest in their marketing really need to rethink their entire business, because they are probably under-capitalized. SEO is a solid investment in the foundation of your company’s presence online.
Many drug rehabs that only invested into pay-per-click ads and not into organic SEO are now finding out that after all of that ad spend, their company has no reach or presence online without the ads. While PPC can be a good short-term investment for immediate gains, it is very risky to only rely on PPC and not invest in a long-term organic SEO strategy.