We’ve been working in the addiction treatment space since 2002. Over the years, we’ve identified consistencies in popular search terms and have created a proven approach to crafting search ads for treatment providers. We love to share our findings with you. Today, we’ll talk about perhaps one of the most important components of this process: search intent.
If we may borrow a definition from Altavista employee Andrei Broder, search intent is the basis of any successful SEO campaign. He argues that the concept of search intent can be broken down into three categories of searches:
- Informational: “Know”
- Transactional: “Do”
- Navigational: “Go”
This means that, at their core, the queries that people enter into Google, Bing, or other search engines have three major goals: know, do, or go. We’ll break down what each of these categories entail – and how addiction treatment providers can build campaigns that cater to each type of search intent.
Know: Informational Searches
These searches are done for learning purposes. When the average consumer is trying to develop a skill, conduct preventative maintenance, or understand a concept, their search intent is informational in nature.
In the case of addiction treatment providers, in addition to popular search terms such as “drug rehab” or “addiction treatment,” these queries may include:
- “How to tell if someone is addicted?”
- “Signs of substance use”
- “What is detox like?”
These are instances in which your strategy should include a lot of useful long-form content. Blog entries and detailed pages that explain your service offerings and answer common questions about rehabilitation can make all the difference in your search rankings. Search engines like Google tend to prioritize longer, more in-depth articles covering these informational topics. If you are able to serve as a valuable repository of data for online researchers, it is likely that they will view you as a credible organization to care for their loved one. The next time they look for your website, their search intent may be transactional.
Do: Transactional Searches
These queries are submitted when a consumer is ready to make a transaction, whether that’s a purchase, donation, or enrollment. The exchange will be related to the service offerings or products promoted on your website.
Continuing to use the example of an addiction treatment center, transactional searches may include:
- “Substance abuse help near me”
- “Drug rehab”
- “Find addiction treatment online”
You can capture transactional traffic by filling your website with extensive information about your service offerings. If you provide cutting-edge therapies, unique treatment methods, or experiential therapies, be sure to discuss these at length. In 2019, your website is your business card. It enables consumers to make educated decisions, and you’re able to put your best foot forward with each potential client. You will be more likely to meet their needs by describing your center thoroughly – before they ever pick up the phone.
Go: Navigational Searches
The final category of search intent is perhaps the simplest. Navigational services allow clients to find your business after they have learned about it online. When users have a destination in mind, such as your drug and alcohol rehabilitation facility’s website, they will enter a few terms that allow them to find your site or social profiles.
To make sure that your business is easily found online, double check your name, address, and phone number consistency across the web. Additionally, ensure that old domains have been redirected, and that any old pages have been removed from the internet. It’s good to do a little digital housekeeping every now and then to make sure that your business is easily found, both in person and online.
Use Search Intent to Your Advantage
When you’re creating content for your website, remember to keep “know, do, and go” front of mind. These forms of search intent can be an incredibly useful guiding light when you’re trying to decide what to write and digitally publish. By providing visitors with comprehensive, educational info about your services, you’ll be more likely to convert new traffic into happy clients.
Webconsuls is a full service digital marketing agency headquartered in Nashville, TN. We help addiction treatment providers to navigate the process of digital advertising. To learn more about rehab marketing on Google, please contact us today.
