Local SEO vs National: Difference and Benefits

local seo vs national

Local SEO vs National:
Difference and Benefits

Most people are aware that search engine optimization makes your website and company more discoverable to potential admits. In order for this to work, your site has to target the exact audience you want. For some industries and companies, this audience can be anywhere and everywhere. However, for most of the behavioral health industry, the target audience is in a smaller area, whether that be a state, county, or city. So, what is the difference between Local SEO strategy and national or international SEO strategy?

What Is the Difference Between Local SEO and National SEO?

Search engine optimization has many different methods and approaches. While the overall goal across these approaches is the same (increase traffic and conversions), these separate strategies allow each industry and business to hone in on the exact users who will need their product.

Targeting different locations can be split into three categories: local, national, and international SEO. The approach to each of these categories is different not only in terms of on-page optimization, but also link-building and content.

Local SEO, of course, targets a much more specific area than the other two categories. If you are a doctor’s office in Los Angeles, you do not want your site to end up in the search engine results page of New York. Your bounce rate will be high and your conversions will be very low. 

National SEO allows companies to target search engine results pages across the country. If your business is remote or has multiple locations within your country, but does not service consumers abroad, this strategy is for you.

These two categories do have overlapping strategies and the same foundation. They both need link-building, content, keyword-targeting, technical, and CRO within their strategies. For example Technical SEO will be the same between Local SEO and National SEO sites. Site speed, duplicate content, broken backlinks, and more matter to both approaches.

However, the specifics of which keywords to target on core pages, which content topics to write about, and which directories to get listed on, for instance, are very different between the two strategies.

Why Is Local SEO Important?

It does sound appealing to be able to be discoverable to everyone in the country, just in case users are willing to travel. You can target both local and national SEO. However, we are here to explain why local SEO is more important within this business.

Local SEO allows businesses that do not work remotely or in multiple locations to be discoverable to people specifically in their area. Without Local SEO marketers would have to target the general public online, and the chance of conversions, admits, and clients would be much lower.

Local SEO is also very helpful to the user. Google has allowed for users to simply enter the service or the product they want, and the search engine results page will usually present options to acquire this desired item physically close to the user. 

Google My Business and Yelp have created platforms that allow users to immediately view ratings and images of these services/items, ensuring that their search is easy and efficient. For the service providers, marketers, and business owners, this means that it is crucial to take advantage of these platforms. 

National SEO can still be targeted within blogs or resource pages. Content pieces addressing broader topics within health and addiction can rank on search engine results pages across the nation, and even across the world. However, Local SEO is the key to turning traffic into quality leads, quality leads into admits, and admits into recovered, happy people.

Tips For Local SEO Strategy For Healthcare

Let’s break down a few tips for your Local SEO strategy into three categories:

  • External SEO & links
  • On-page local keyword-targeting
  • Local content topics

External Local SEO and Link-Building

As mentioned above, Google My Business and Yelp are critical to your local SEO strategy. They are the top results that pop up when users search for addiction treatment, after ads and the hotline number.

local seo vs national

While paid advertising for drug rehabs is an important strategy in order to dominate the SERPs, many users will rely on these Google My Business featured snippets because they have reviews, addresses, and other information right off the bat.

So, how do you get your center featured in these results? The first step is to create a Google My Business profile and then optimizing it to be as user friendly as possible. This means adding images, information about your mission and services, and more.

Next, and most importantly, obtaining reviews for Google My Business and Yelp is absolutely crucial. This will not only help increase your ranking within these platforms, but it will encourage users to trust your business more and greatly increase the amount of traffic your website receives and calls you get. 

In addition, if a bad review is left, it is important to be active on these profiles and respond so as to appear involved and explain the reason that the user had a bad experience for other potential admits.

On-Page Keyword Targeting For Local Areas

In order to utilize this next strategy, you need to narrow down a couple specific areas you want to target. These can be towns, cities, counties, or whole states. 

Then, keyword research will take place in order to find out which of these keywords has the highest volume, but also is the least competitive. 

Targeting different locations within your area on different pages allows you to hone in on a very specific location, and a slightly broader one that encompasses that one. So, for example, you could choose to target Seattle on some pages, and King’s County on others. Just ensure that you are not keyword cannibalizing (targeting the same keyword on multiple pages), as that could hurt rankings.

In addition, it is always the best policy to go for the lowest hanging fruit first, so try to target the keyword with the lowest difficulty more, as you will see the fastest results from this.

Blog Topics for Local Content Marketing

Last but certainly not least, content. Content marketing within Healthcare is crucial. It is also very important to ensure that this content targets local issues, as well as national ones.

For example, if your state or city has just changed a law or a policy about healthcare or the addiction treatment industry, write a blog around this. 

Discuss what resources your local area has, and why users can be benefited by going to treatment in this area. This not only creates the opportunity for your site to rank for more keywords within your target area, but it may help convince users to contact you.

How MGMT Digital Can Help Develop Your Local SEO or National SEO Strategy

Running a healthcare facility and/or working at one is a lot of work, and we would like to take some of that off your plate so you can focus on your patients. MGMT Digital is a boutique digital marketing agency that is specialized in behavioral health marketing. Our team has a large amount of experience in SEO and in marketing within this industry in general. Contact us today to see how we can help take your Local SEO to the next level! 

LegitScript Certification Process: Your Guide

legitscript certification process for paid advertising

LegitScript Certification Process:
Your Guide

Unfortunately, within the industries of addiction treatment, online pharmacies, supplement sellers, CBD manufacturers, and telemedicine providers, there is a history of misleading or scamming customers. These deceivers take advantage of people searching for the help they need. Google (and other major search engines) now take it as their responsibility to monitor and regulate these businesses when it comes to advertising on their platforms. This is where Legitscript came into play.

What is Legitscript?

Legitscript provides proof of legitimacy for healthcare providers, drug rehabs, and more. This legitimacy is backed by an in-depth vetting process that ensures each website is in compliance with laws and regulations. It is required in order to advertise drug rehabs.

To fully understand Legitscript, we have to take a look at the history of online advertising within the addiction treatment space. In 2017, the HHS declared the opioid crisis a public health emergency after witnessing 42,000 opioid-related deaths in 2016. As a result of the mass amounts of people addicted to painkillers and other opiates, there was a large increase in the need for addiction treatment.

Sadly, this gave third-party scammers the opportunity to attempt to con the thousands of addicts and loved ones looking for help. To counter this, Google actually banned all ads targeting drug rehab related keywords in September of 2017. However, in 2018, Google started allowing facilities to target these keywords if they were certified with Legitscript.

The Benefits of Being LegitScript Certified

Within the addiction treatment industry, there are many benefits to having a Legitscript certification. Your addiction treatment center could start moving the needle quickly after obtaining this certification.

First of all, with this certification, you will be able to advertise your rehab center on Google using “addiction treatment” keywords. Pay-per-click advertising is an extremely fast and effective way to see traffic and conversions increase. For example, “best drug rehabs” is searched 390 times per month, “alcohol treatment” is searched 6,600 times per month, and “drug rehabs per me” is searched a whopping 14,400 times per month.

These search results pages are highly saturated and extremely difficult to obtain a spot on without paid advertising. Obtaining a Legitscript certification makes your brand much more discoverable to a very large audience. 

It also helps you stay competitive. Since Google rolled out a Legitscript certification requirement a few years ago, many of your competitors have jumped on the opportunity to advertise within this space and are already certified. In order to stay relevant, it is important that you catch up to your competition in online advertising.

Another benefit to being Legitscript certified is credibility to the users, not just to Google. When potential clients or loved ones of clients see that your center is properly licensed and verified to be ethical, they feel reassured and more willing to trust you with their lives.

Find Out Where You Stand

Get a Free Digital Marketing Audit

What Is the Process to Get Legitscript Certified?

The process of getting Legitscipt certified can be monotonous, which is what our PPC agency for Healthcare is here for. We will be able to help you submit the required items in order to fit the criteria and prove to Google and Legitscript that your business fits within the restrictions. 

To begin with, your center must fit this criteria:

  • Be registered as an LLC or corporation
  • Be an in-person treatment provider, a mutual support group or a helpline (see Legit Script’s description here.)
  • Be insured, and submit proof of general liability insurance
  • Be compliant with licensing agreements and laws within your state
  • Your website must be transparent with the facility’s location
  • Your website’s domain name must be registered and public

You will, in most cases, need to submit the following:

  • Written policies and procedures of best practices and services provided within your center, including an anti-kickback policy
  • Incentives that you give your employees
  • Locations where you have rehab facilities
  • Past owners and/or business names (if applicable)
  • Any legal disputes your center has been apart of
  • Resumes and license information for employees who require a license to practice

The process of getting this certification can take anywhere from a couple weeks to a couple months, and may include an in-person examination from Legitscript to ensure your treatment center is up to their standards. Legit Script does offer expedited certification for an additional fee which can move the process along in a more timely manner. It is important to comply with everything that Legitscript asks from your center, or the certification will not be granted.

 

How MGMT Digital Can Help Ease the Process of Legitscript Certification

MGMT Digital is here to make this process smoother and more efficient. Our goal is to ensure that you can focus on caring for your clients, while we worry about the technical side of your business’s marketing. Not only will we ensure that you obtain this certification, but our PPC experts will then be able to handle your paid advertising.

With 20+ years of combined experience in digital marketing within addiction treatment, our team has the knowledge your site needs in order to convert well at the lowest cost possible. Get in touch with our team today, and we can begin the process that will help you help more people.