When growing a small company, owners may rely on services that are free, and in their direct control. For instance, social media such as Facebook, Twitter, and Instagram can bill presence and establish a loyal following. Websites, when done correctly, can serve as a virtual storefront that introduces a small company to a larger world. However, when it comes to digital marketing and SEO, companies are choosing to go without. Digital marketing is seen as an unjustifiable expense and search engine optimization as irrelevant. In fact, both digital marketing and search engine marketing are as much a necessity as electricity to keep the lights on.
Four Key SEO Benefits
Increases in relevant traffic. Increased traffic is not necessarily relevant traffic. When using local SEO, including longtail keywords, the chances of having local click-throughs is increased. For instance, a pizza parlor in Akron, Ohio does not need clickers from Honolulu Hawaii. Using relevant SEO drives customers towards local solutions.
Cost-effectiveness. SEO targets people who are already actively looking to buy. One click puts potential customers into your marketing funnel and beats paid ads in returns by 5.66 times. Outbound strategies such as PPC advertising are the equivalent of cold calling and while they may build brand recognition, they do not bring in as many warm leads as tailored SEO.
Higher quality customer experience. SEO is not just about keywords, but the very structure of a website. Outdated HTML code and plug-ins can interfere with the site usability and even prevented from being listed in Google search engine results. A renovated and optimized page with up-to-date SEO will load faster, look better, and deliver a better customer experience across a wide range of devices.
Quantifiable results. Robust analytics tools keep professionals and business owners abreast of how their SEO is performing and provide engagement metrics and demographic information.
Get Your Site Right
Affordable SEO packages, web design, and digital marketing all go hand-in-hand. However, the SEO on a website needs to be maintained and updated on a monthly basis. More extensive services are required when algorithms are updated to keep the website’s rank squarely on the front page. SEO grows organic search results and rank in a consistent and ethical white hat manner. Work with a company that has an extensive track record and a listing of affordable SEO packages that clearly state what services are offered, and how they are carried out. Your site and your business will be better for it.
Drug rehabs are under scrutiny from regulatory bodies, legislatures, and the federal government. With an addiction crisis roiling every level of American society, the addiction treatment industry is needed more than ever. Rehab centers need to change with the times and develop new marketing strategies so that they can stay viable, relevant, and available to those who need them. However, providers are making seven serious mistakes in their drug rehab marketing plans.
Google search engine results are a powerful marketing tool that is all too frequently ignored for listings on rehab aggregators or pay per click ads. Organic ranking receives as much as 60% of all click-throughs. An outdated site and noncompliant SEO can result in a penalty from Google and keep that page out of search results entirely.
Bring the science. Addiction treatment medicine has advanced in astounding ways. Since addiction is now understood as a disorder that alters the structure of the brain, detox and 12 step will just not cut it any longer. Addicted persons want to know how their addiction will be treated and the types of therapies that will be deployed.
Information, information, information. A rehabs website is its window for outreach. Provide potential clients with information on staff, methodology, location, blogs, testimonials, and even social media share buttons.
Failure to evolve. Just as most smartphones have computing power that exceeds that of a high-end 1990s desktop, websites are constantly growing and evolving. The demands of security, a wide range of devices, and the need to compete in a crowded marketplace dictate that websites should be updated and maintained frequently.
Relying only on word-of-mouth. Word-of-mouth is powerful advertising. Testimonials from people who have successfully completed detox and treatment are powerful motivators. Unfortunately included in the word-of-mouth packaging is a great deal of out and out gossip. Controlling the narrative and weeding out gossip takes an informative website and outreach.
Failure to brand. Everyone knows what Coca-Cola is, and you are not Coca-Cola. Building a brand is more than slapping a logo onto the website and brochure. Branding builds trust and engagement even before a patient walks through your door. A full marketing campaign can establish a brand and build that trust from the first click.
Failure to provide relevant content. When was the last time that someone updated your clinic’s Facebook page? How old is the most recent blog entry? Without providing relevant and current content, people lose interest – because you have presumably lost interest in reaching out to them.
Get a Professional Onboard
Drug rehab marketing takes experience and a special touch. Working with a professional SEO and digital marketing company brings your image in branding up-to-date while reaching for organic results that put you high up on Google’s front page.
When a site has a dip in expected traffic, it can be a warning of a more extensive issue. Google, the biggest search engine, deploys multiple algorithms that index and parse web pages and promote those that conform to Google standards. Unfortunately, in their zeal to knock spammers off the front page of search engine results, algorithm Penguin can deal a mighty blow to websites that are unaware of the new standards or may have had less than stellar and aboveboard web design and SEO practices. When this happens, your site can disappear from search engine results and lead potential customers and clients to other businesses.
Penguin is not new. The Penguin update debuted in April 2012, with the stated intention to reduce sites spamming Google search results and rendering them meaningless. Some of the sites used black hat SEO to draw in searchers and infect their computers with malware. Unfortunately, when a new Penguin update comes out new sites may erroneously wind up on the business end of the banhammer. Recovering from being Penguined means bringing the penalized website into compliance with Google Webmaster guidelines. Those affected may need a Penguin recovery service that they can turn to for diagnostics, fixes, and recovery.
How to Find Out if Your Site has Been Penguined
First, you should understand that Google does not see penalizing as punishment. Instead, Google views these penalties as a way to cultivate organic traffic to relevant websites. Typically this means removing useless links, or links to low-quality or questionable sites. If you have backlinks from these sites to yours, you will need to disavow them and work with an experienced Penguin recovery service. Working with professionals will not just clean up your keywords and links, but may result in an overhaul of your website’s HTML code and an upgrade to security from HTTP to HTTPS. The first step to take is to use online tools to ascertain whether or not your site has been penalized, or to match dips in traffic to Penguin updates.
Remember that the stupidest question is the question that is never asked. If you are able to deal with a Penguin penalty on your own, and bring your search results and traffic back up to spec, that’s terrific! Unfortunately, not many people have the time or energy to devote to the study of SEO or the ability to carry out the dozens of different tasks required. In this case, an experienced Penguin recovery service should be retained without hesitation.