Search Engine Optimization

For Addiction + Mental Health

What Exactly is Search Engine Optimization, aka SEO?

SEO is the practice of optimizing websites by providing high-quality, user-friendly content in order to rank in search engines for keywords (literally the key word or phrase your user is searching) related to your industry. When it comes to search engines there are no guarantees that a website will rank at all.

Thankfully, the experienced SEO’s at MGMT truly understand the machine that is Google and what users and search engines are looking for when they rank a website for a keyword or phrase. We know thank to research that about 80% of all treatment clients used a search engine prior to calling a facility. When you think about the number of people who have a substance use disorder currently (it was just released by SAMHSA that 20.9 million Americans fit the criteria for a substance abuser.

You may be asking yourself why you need SEO. We get it. There are a lot of “digital marketing companies” out there that charge clients for spammy SEO and many rehabs have been burned by those agencies. We can’t guarantee you rankings, but we can guarantee that we will always abide by Google’s guidelines when it comes to ranking factors.

How Does Search Engine Optimization Work?

We all know Google. It is the most used search engine in the world, and it is basically a really sophisticated math problem. It’s an algorithm that crawls, (reads or scans) websites and uses different factors to determine how useful the page is for the associated topic.

The easiest way to understand how Google works is to imagine a person scanning through the pages of a book (the Big Book maybe?) attempting to find every page that has the word “alcoholic”. The person may skim through the pages not reading every word but searching for words that relate to “alcoholic”, this is basically how Google searches through thousands, upon thousands of websites to provide users with the best results for their query.

The person may skim through the pages not reading every word but searching for words that relate to “alcoholic”, this is basically how Google searches through thousands, upon thousands of websites to provide users with the best results for their query.

Our goal at MGMT is simple. We create high-quality content that both users and search engines are interested in based on keyword data and search volumes. We utilize both competitive research and trends to determine if the content has a purpose and can lead to an action for the user.

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Google Ranking Factors: What They Mean for Your Rehab’s Rankings

As we stated before, Google is a very complex math problem. It uses different factors, both on-page (on your website) and off-page (action off site), to determine which pages provide the best answers according to their current search data. For clients who come to us with a brand new facility or center that hasn’t done any SEO prior, the process could be easier but results depend on numerous factors.

Let’s dig deeper into what On-page and off-page SEO factors are.

On-Site SEO

Although the list below seems like a pretty simple set of requirements, each factor has its own purpose and strategy that need to be considered when optimizing a website for SEO. Let’s take a further look at the on-page factors and how to optimize each for the best possible visibility on Google.

  • Target keywords, phrases, and LSI keywords
  • Content of the page
  • Title tag & meta description
  • URL
  • Image alt text
  • Internal and external links

Keywords

There are two types of keywords that are spoken about in SEO, short tail, and long tail. This means:

  • Short Tail- when a user searches using the short, direct keyword. I.e. “drug rehab”, “heroin addiction”, “Percocet” etc.
  • Longtail Keywords or Phrases- when a user searches using a question, statement or phrase. I.e. “what is a drug rehab like?”, “how can I quit using heroin”, “help loved one with drug addiction”, etc.

MGMT is constantly adding new content and updating old content, to ensure that your website is fully optimized for search engines and users. We do this by constantly checking for new keyword opportunities, gaps in content, and creating targeted pieces that have a specific intent behind the page.

Content

Content is king. The content is obviously what makes a web page valuable to search engines. The goal of Google is to serve its users with the best possible answers to their queries. Today Google is so sophisticated that it can determine numerous keywords your page will rank for by reading and teaching itself through machine learning.

When MGMT is preparing to create content for your website we always keep to the following guidelines:

On-Page Best Practices
  • Page Title: When creating the title for your page, it is important to use your target keyword or variation phrases. The title of your web page is still one of the most important on-site factors, even in 2017. It remains one of the strongest signals Google uses in order to rank your website.
  • Length of Page: In the search quality guidelines you will clearly find that Google mentions that the length of the content on a page is a factor when its algorithm crawls your website. While Google doesn’t provide an exact length, most SEO’s believe that 1000 words or more are needed to be considered quality content. Depending on the industry you serve this can vary, in fact, the easiest way to determine the best length for your content is to explore other websites that are currently ranking for the keywords you are targeting.
  • Comprehensiveness and Quality: This is where Rank Brain really goes to work in Google’s algorithm. Part of this ranking factor works by combining the overall content that is produced on a specific topic and ensuring that all displayed results comprehensively address that topic. This means if a person is searching for “thing to do in New York City, you would expect the results to include mentions of Times Square, the Empire State Building, and other sites specific to New York City, as well as lists and articles that can help your user compile a list.
  • Internal Linking Structure: Internal linking refers to the practice of linking text or images to another page on your website. Typically if a website is utilizing content silos or a parent/children pattern, you would want to try to include links or a secondary menu to the children or siblings of the corresponding page. Example:

There are additional strategies to take advantage of in order to make sure your new page is optimized for the best possible results in terms of on-page SEO called structured data. We typically do this using the Schema markup.

To wrap up On-Page SEO, a page that is optimized for organic search should include the following:

  • A keyword theme surrounding a particular topic or subject
  • The main keyword or subject appears in the H1/title of the page
  • The main keyword or subject appears in the Title Tag, Meta Description, and URL structure.
  • There are internal links to either corresponding children/siblings or internal links to other pages using natural anchor text.
  • The content is unique and original. No duplicated content from other websites appear.
  • Navigation is both user-friendly and easy for search engines to navigate.
  • Structured data markups appear in the code for the web page.
  • Supporting keywords and phrases appear naturally in the H2’s of the page.

Google Ranking Factors: What They Mean for Your Rehab’s Rankings

There are additional strategies to take advantage of in order to make sure your new page is optimized for the best possible results in terms of on-page SEO called structured data. We typically do this using the Schema markup.

To wrap up On-Page SEO, a page that is optimized for organic search should include the following:

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