Chances are you’ve already gone through the process of claiming your Google My Business (GMB) real estate on Google in the hope and anticipation of garnering that beloved top three sweet spot in search results locally. If you haven’t, start a free GMB profile here:
If you already have a Google My Business profile set up, I can almost guarantee you that you are NOT maximizing it to its fullest potential, so here are the top 7 things your rehab center is missing from its local search strategy.
1) Profile Optimization for Better Visibility
Optimizing your Google My Business profile isn’t as simple as just throwing up your company name, address, and hours of operation. Trust me, it’s far more complex than that.
When it comes to optimizing your profile, of course, you need to include your basic company information, but you’ll also need to incorporate additional information and strategically place keyword phrases into your profile where appropriate.
Additional information you should include in your profile are:
- Service area
- Special hours (closed or open on holidays, etc.)
- Payment types accepted
- Company description (this is VERY important and should include not only relevant business information, but also include relevant keyword phrase mentions such as “OP”, “IOP”, “Residential”, “PHP”, “drug rehab”, “alcohol rehab”, “addiction treatment”, etc.)
- Posts (posts from your site blog, social media updates, and unique posts written specifically for GMB)
- Photos (pictures of the facility, accommodations, personnel, etc.)
- Videos (facility tour, patient testimonials, etc.)
2) Build Quality Citations for your Local Treatment Center
If you’re not familiar with the term “citations”, it is simply defined as an online reference to your company’s legal name, phone number, and address from third-party websites such as Manta, Yelp, InsiderPages, etc.
What people may not know about citations, is the critical importance they play in getting your Google My Business listing to show up near the top of local search results and requires special attention to detail.
When building citations to your GMB profile, it is crucial that all citation sites referencing your business use the EXACT dataset you’ve put on your GMB listing. In other words, the legal name, physical address, and phone number reference must be identical to your Google My Business profile in order for Google to establish trust and authority in your local listing. As you’d imagine, the quantity of local citations plays a large role in earning your way up to the top of local search results, among other factors, of course.
3) Addiction Blog Content & Cross-pollination
If you’re running an active SEO campaign or are simply just focused on a content marketing strategy to shore up additional admits to your rehab facility, it doesn’t make much sense to simply just publish the content on your blog and call it a day.
What most digital marketers seem to forget is Google My Business allows for businesses to publish content with any level of regularity. By repurposing blog content and populating it on your GMB profile, you not only ensure it is easily discoverable by Google, but it is also a high potential of being seen and consumed by potential patients or loved ones seeking treatment options for a friend or family member.
You’re already writing content on the regular, so don’t be lazy and ignore posting that content to your local search profile!
4) Keyword-focused and Geotargeted Unique Content for GMB
Outside of writing, publishing, and optimizing content on your blog and cross-promoting it to your Google My Business page, here’s something I’m confident you are NOT doing — publishing unique content for just your GMB profile.
If you have an outpatient and intensive outpatient program that arms to your business, local admits are always top of mind for obvious reasons, so let’s focus on local patient acquisition and let’s create fresh and GMB-specific content to pull in those potential admits!
As an example, let’s say you’re operating an OP & IOP drug and alcohol rehab in Delray Beach, FL. We suggest writing GMB posts in varying length ranging from micro-posts of 50-100 words in length to lengthier posts of 500+ words. However, the keys to success in this strategy are to know thy audience, its geography, and the targeted keyword phrases you’re going after before you start pumping out content.
Potential GMB posts can include:
Post #1 – “Outpatient Rehab in Delray Beach, FL”
Post #2 – “Inpatient Addiction Treatment in Delray Beach”
Post #3 – “Drug Rehab Near Palm Beach”
Post #4 – “Alcohol Detox Center Near Boynton Beach”
Post #5 – “Best OP & IOP Options in South Florida”
The list goes on and on
5) Create a Link Development Strategy for Your Addiction Center
Link popularity is one of the most important factors for a successful drug rehab SEO strategy when your sights are set on Google’s algorithm. What may not be in your crosshairs is how links pointing back to your Google My Business profile can pump up your profiles trust and authority.
We’ve seen clients that have their map listing posted on their site see an incremental increase in terms of climbing up the local search results.
The GMB link building strategy is quite simple and doesn’t have to be complex. Simply start by propagating your local map listing on your website as a site-wide footer element or on your Contact Us/About Us page or periodic drops to your GMB listing in blog posts. Follow this up with proactive link requests from relevant sites that offer links to local profiles and that should suffice. Over time, links to your local Google My Business listing will continue to build momentum indefinitely.
6) Impact Your Drug Rehab Business With Online Reviews
Reviews don’t have a significant impact on increasing your rankings within Google Maps, but the reason I’ve listed it in our list is due to the fact it does impact your brands perception in the eyes of potential patients or loved ones seeking options.
Let’s look at the facts. When you conduct a search on Google and up pops a list of the top three listings in the local section of search results, your immediate instinct is to look at the company name and those lovely gold stars to see how many reviews the company received and on a scale of 1-5 stars, how former clients felt about their experience getting addiction treatment there. It’s here where people will pick up the phone and call to inquire about rehab treatment options or perhaps click through to the site to consume its content prior to committing to a call, form submission, live chat, etc. In other words, the quantity and quality of your reviews/ratings on your Google My Business profile will greatly dictate whether you get additional admit potential from your listing or not. That’s a pretty big deal.
7) Implement Call Tracking and Analytics Attribution
I’ve always found it fascinating how many drug rehab treatment centers I talk to on a weekly basis that don’t have call tracking in place at all, let alone setting up call tracking for unique marketing channels such as Google My Business. What a mistake.
Believe it or not, you can set up a unique phone number for your GMB profile so you can track inbound calls to your facility for stronger channel attribution in terms of leads and admissions coming directly from your listing.
Now before you say “Didn’t you state you had to have the same phone number for all citations? Doesn’t that mean the call tracking number would have to be used in them?” Relax. Google will know and retain your actual main phone number in its records, but by implementing a call tracking service such as CallRail, you’ll be able to dynamically inject the GMB-specific number into your profile without losing all of your citations or feeling the urge to update them with the tracking number to appease Google.
Hire a Recovery Marketing Agency to Build Your Brand
If you offer treatment services or sober living accommodations to your local market and don’t have a Google My Business optimization strategy in place, you’re missing out and missing out in a BIG way in terms of additional admit potential. So, get with your team or hire an addiction treatment marketing agency that can formulate and execute a plan of attack and don’t wait another day. You’re competitors want to see you fail and right now they’re looking for your weak spots. If GMB is found to be a weakness, trust me, they’re going to exploit it and win during the process.
P.S. Don’t forget to have keyword phrase mentions on your actual site! Google sees all! ;)