Welcome to our comprehensive guide that will walk you through every step,
detail every procedure and train you to use the software necessary
to rank your Health Retreat or Drug Rehab Centre’s website in Google and the other search engines.
But first I want to be honest with you;
If you are reading this it is because we want you as a client.
Unlike every other SEO agency cold calling you and spamming you inbox full promising to get you on the front page of Google
I’m gonna tell you exactly what SB Live Media do to rank a website
We’ve done this for dozens of Rehabs and Health Retreats
I doubt you’ll read all of it, most of our clients don’t even have the time to answer emails
So why did I do it?
I wanted to prove we are not just another SEO Agency but experts in our craft and specialists in this space
So really this post is our pitch – we want you as a digital marketing partner
- Analytics – Tracking the Return On Investment of SEO
- Keyword Targeting
- Competition Analysis
- Website Onsite Optimization
- Local Search Optimization
- High Quality Content For Search Engines
- Offsite SEO – Building High Quality Backlinks
- Google Analytics
- Google Webmaster Tools
Set them up now!
There are loads of good guides available online and a simple google search or youtube will produce all the information you could need,
but to save you even more time have a look at the two below:
Measuring ROI of a Campaign
Organic Traffic Analysis
Using Google Analytics
Follow the path Audience > Mobile > Overview
This organic ranking report tells you:
The quantity of visits, Desktop or mobile Bounce rate Goal completion – when setup *
If organic traffic is not increasing your SEO strategy is not working
Setting Organic Filters in GA New Segment > Organic – Set the filter to organic traffic
Remove All Traffic – Leave Organic
Here you can create the content that will be used within the module.
Organic Traffic by Device Set dates and analyze traffic.
Analyzing Organic Impressions + Queries
Google Webmaster Tools Search Traffic > Search Analytics>Search Queries
Impressions show every time your website is displayed in the search engine results
There should be a positive trend against time
Below the chart are the list of key terms that are being entered for your site to be served in the search engine results – these key terms SHOULD be the ones you are targeting
This lets you check that your site is increasingly more visible for one and secondly;
that it is visible for the correct key search terms for your business
Analyzing SEO through goal completitions
We need to setup ‘goals’
We have to be a little clever with this
In this example when our discovery form is completed the visitor is redirected to a ‘thank you’ page
We can therefore fairly assume then that any visitor landing on that page has completed our form, the purpose of our website – this then is our goal
- Admin>view>goals>new goal>goal setup>acquisition>create an account
- “Next step”
- Name the goal in this example “Contact Form” would be apt
- “Next Step”
- Destination>Equals to
- Enter ‘thank-you’ page URL
- For example, www.example.com/thank-you/ type in /thank-you/
- Click “Verify goal” – you should see a conversion %
- “Create Goal”
Now from Google Analytics Behaviour > Site Content > Landing Pages New Segment > Organic
Set the filter to organic traffic
This will then tell you what pages are receiving the most organic traffic and identify the associated and the goal completions that result from it
Each individual page on your website should be optimised for specific keywords.
These conversion rates will identify the most successful key search terms.
And demonstrate in black and white the success of your online marketing efforts as these goals ARE leads!
So, now what ?
Calculating the ROI of your SEO campaign
Using data from the example above, this is an average client that has just started working with us 2 months ago.
Assuming a client spends $2,000 on SEO for the month:
Monthly Cost of SEO = $2,000 Monthly ORGANIC
Traffic = 729
ORGANIC Leads = 19
ORGANIC Conversion Rate = 0.03%
Taken from Google Analytics Input the data into Excel.
Then, add leads converted to clients and the total revenue gained (2 clients, $10,000 total).
Its fairly obvious that by simply subtracting the Total Revenue Gained through SEO and subtracting the Total SEO Costs will give us the SEO Net Profit of a campaign.
In this case $8,000
But theres more Here’s whats really valuable:
Average revenue for client gained through SEO True conversion rate of your website These 2 numbers help calculate the potential of SEO
Average Revenue = Total Revenue / Clients Gained
True Conversion Rate = Analytics Conversion Rate * Lead Conversion to Client Rate
For my example: 2.61% * 10.53% = 0.27%
These numbers in a simple spreadsheet will help us identify the real value in an SEO campaign.
Simply changing the amount of traffic (in the blue cell) you can estimate and gauge the impact on your revenue.
IMPORTANT: The more traffic, the more revenue.
What does this mean for us?
The more you put in, the more you get out – The success of your company is in your hands
Before we launch any campaign it is vital the most effective keys search terms are targeted
Otherwise you are just guessing and will waste time and money
Lets have a look at an example ‘Drug Rehab India’
Step 1 Create an initial list based on the main service(s) the business offers
Example: drug rehab India addiction treatment India drug rehabilitation centre India
Step 2 Then lets head over to Google’s free tool https://adwords.google.com/ko/KeywordPlanner
Use your Gmail account to login
Select option ‘Search for new keywords using a phrase, website or category”
Copy and paste your list into “products or service”
click “get ideas”
Step 3 The keyword planner will then display a list of Keyword ideas along with their monthly search volume and the competition and suggested bid for advertising through Adwords.
Click ‘Download’ to export this data in a spreadsheet
With exception of ‘Keywords’, ‘Average Monthly’ and ‘Suggested bid’ delete all columns
With over 380 results we need to filter out some of the keysearch terms that aren’t relative to the business.
Highlight row 1 ie 1A,1B & 1C
Right click>Filter>By cell value
Now click the filter icon
In the search bar type the businesses main service
In this case ‘Drug rehab’
Now we will manually filter the results for commercial intent
Let me show you another example
Ill add another column and label each term either ‘Info’ or ‘Buy’
Now we can sort the key search terms by ‘intent’ and remove the ‘info’ key search terms
When we have done this we can sort by search volume – this will indicate the most important key search term to the campaign and the one we will primarily target
We will look into this more later on
You will see I have also added up the Monthly traffic and suggested bid columns.
The two multiplied together shows you the cost you would incur to you were to generate this traffic through Google Adwords.
This figure £27,776.00 would be monthly!
Drug Rehabilitation & Addiction Treatment centres are high cost services
Although not a huge amount of traffic each month, what there is, is fiercely sought after
And so its stands to reason this industry will be highly competitive
It’s really hard to rank a drug rehab clinic because every intelligent (and successful) centre is already heavily investing in SEO
It goes without saying then that we will have to better the competition in order to rank and to do that we will have to know what they are doing.
Download 2 free browser plugins; MOZ and Majestic, and install Moz Bar displays its information either across the top of the browser when visiting a website
Or in the search results themselves
The information we want from majestic is displayed by visiting the site and then clicking on the majestic icon to give this drop down.
So what does this all mean?
Very simply speaking these two plugins analyse the backlinks of a website backlinks being the largest ranking factor in Google’s algorithm.
MOZ Information Page Authority (PA) – “Page Authority is a score (on a 100-point scale) developed by Moz that predicts how well a specific page will rank on search engines.
It is based off data from the Mozscape web index and includes link counts, MozRank, MozTrust, and dozens of other factors.
It uses a machine learning model to predictively find an algorithm that best correlates with rankings across the thousands of search results that we predict against.”
The higher the value, the harder it will be to outrank.
Domain Authority (DA) – “Domain Authority is a score (on a 100-point scale) developed by Moz that predicts how well a website will rank on search engines.
Use Domain Authority when comparing one site to another or tracking the “strength” of your website over time.
The higher the value, the harder it will be to outrank.
Majestic Information: Trust Flow (TF) – Trust Flow, a trademark of Majestic, is a score based on quality, on a scale between 0-100.
Majestic collated many trusted seed sites based on a manual review of the web.
This process forms the foundation of Majestic Trust Flow.
Sites closely linked to a trusted seed site can see higher scores, whereas sites that may have some questionable links would see a much lower score.
The higher the value, the harder it will be to outrank.
Citation Flow (CF) – Citation Flow is a trademark of Majestic.
Citation Flow is a score between 0-100 which helps to measure the link equity or “power” the website or link carries.
Citation flow is used in conjunction with “Trust Flow”.
The citation flow gives a good indication about how string a site is based on its back links.
The higher the value, the harder it will be to outrank.
Anchor Text Ratio – The Anchor Text is the clickable text that takes you to another site/URL;
forming a hyperlink.
For images, anchor text is often defined as the “AltText” of the link.
Search engines may use this text to help determine the subject matter of the linked-to information.
The more diversified, the harder it will be to outrank.
Backlink profile – The indexed backlinks of any site can be located and displayed by Majestic.
These should be analyzed not only for quality but also for potential opportunities.
We will want to analyse the websites linking to our competitor in terms of TF and CF too to gauge the quality of the back link profile.
Here a diagram to illustrate the point better
The ‘Main Site’ represents the competitor,
the sites linking to it are its direct backlinks that can be found in Majestic.
The tier 2 links in turn are the sites linking to the sites that link to the competitor!
Please bear in mind
THIS IS A VERY SIMPLE VERSION of it,
there will be more than 1 Tier 1 link and the number of Tier 2 links will therefore be exponential.
Step 2 We want to record all this information
Make a Spread sheet with the top competitors who are appearing to for that specific key term search that you will compete with
URL DA PA TF CF ANCHOR RATIO BACKLINKS REF DOMAINS
Step 3 Search Google for the main keyword
Take the top 10 competitors appearing for this search term
Now go through and record:
DA and PA of each site TF and CF of each site Analyze the anchor text ratio of each site – record GOOD or POOR
The anchor text chart gives a pie chart of percentages of the anchor text the referring domains have used.
In case you are wondering Anchor text is the text to which a hyper link has been attached for example:
These all link to the same to the same page but the text they are anchored to is different Building links with the same keyword will quickly result in a penalty in 2016 so a smart anchor text profile looks like this:
- Naked URL – http://sblivemedia.co.uk– 25%
- Brand name – SB Live Media– 15%
- Business owner – Aaron Conway 5%
- Main keyword – Drug Rehab Marketing 5%
- Other anchor text – Click Here etc 50%
This example is for the example we looked at above for the www.hopetrustretreat.com
the number result for ‘Drug Rehab India’
Step 4 At this point it will also be wise to check the back-links of your competitor
You may be able to gauge the quality through reputation alone:
ie big newspaper feature etc
A good back-link profile will consist of links from sites in the same niche The TF and CF of each sites back-links will help gauge the quality of the SEO work the competitor has employed and how hard they will be to beat
Clicking the back-links tab at the top of the screen in Majestic will produce a list of sites back-linking to your competitor.
Good back links will be sites form the same industry and will have good trust Flow (TF) and Citation flow (CF) scores.
As you can see the Hope Trust India site has some good industry relevant links and so may be hard to beat
NOTE Another important thing to look for at this each when looking at your competitors backlinks is for any opportunity to also earn or buy a link.
Click the link as shown to investigate.
Step 5: We repeat this process for every competitor under the main keyword!
Step 6: Analysis based on spreadsheet
Unfortunately there is no magic formula that will tell you exactly what we need to do to earn the number 1 place.
From years of experience and testing if we were to take a clients existing website we would in this example look to build more industry relevant links through white hat link building techniques outlined later.
The focus would be on earning the highest quality and sustainable back links.
WEBSITE ONSITE OPTIMIZATION
It is important to rank well in the search engines but also equally important for the site to be user friendly.
Content should be properly grouped together in a clear URL structure and navigation between similar pages should be easy.
It can get a little more complicated depending on the services and locations offered and operated in by your business.
From a website design point of view I would group them into three types:
Single Service – Alcohol Rehabilitation Centre Multiple Service – Alcohol Rehabilitation, Drug Rehabilitation, Detox Multiple Locations – Multiple Centres Bali, Thailand, Single Service
For a single service we recommend you to structure as follows:
Use an exact match domain (EMD) for example www.balidrugrehab.com
this is beneficial in aid of ranking for the keyword (and slight variations) of Bali Drug Rehab but,
should only be used for single service drug rehabs in Bali as it will reduce the ability for this site to rank for other services
From this home page URL use services pages to rank for further sub-niche specific searches
Use a branded domain for example www.faithrehab.com
An EMD of a single aspect of the business will confuse the search engines as to what the website is about.
Add a services page before with each service offered this will allow a separate page for each search term.
Sub pages of each service page can then be added to to rank for the sub-niche specific terms as before.
As before we included a services page and folder to build and organise the sub niche pages,
this time we will include regional specific folders.
For Example www.faithrehab.com/thailand/services
This basically creates a new website for every location.
Duplication penalties are questionable but best not to take the risk and write fresh content for each page in each location.
A menu should allow easy navigation between locations.
A lot of companies include a menu of locations in the footer
LOCAL SEARCH OPTIMIZATION
Localised results, google maps results or “the snack pack”
You will see the snack pack falls beneath the paid results,
the organic listings actually appear below this section of the results.
In order to appear in this top converting section of Googles served results you’ll need to take some additional action.
Google My Business
The view of a listing from The Hope Trust Retreat again in India
A Google my Business or GMB page is an essential part for local SEO in 2016.
It will not only help you appear in the local listings (Snack pack as shown above)
but will also help you appear for product and services enquiries in your area.
Google my business is a free marketing tool that can directly connect you with customers.
It is the highest converting search result listing in the search engine results display.
The display of a GMB listing is also very good detailing all your important contact details,
business summary and all information is clickable which on a mobile device could be the difference between a sale and a bounced visit
You can also post pictures and videos and GMB has a function for past clients to add reviews and potential clients to read them.
You need to get your business set up on GMB and ranked in the top 3 – ‘the snack pack’ which unfortunately may even become trickier as Google have now included pais adverts in this already small section
- Sign up with your Gmail account to Google My Business https://www.google.com/business/
- Enter your rehab or retreats address
- Setup a Google + account if you haven’t already got one
- You will need to verify this address in 1 of two way either by a code sent out in the post or by a telephone call
No information will be displayed until the address has been verified however you can continue to set up the account in the meantime
5.Enter your business information
- Business summary
- Phone number
- Business category
- Hours of operation
- Address (if you have a physical store)
- Pictures or a virtual tour
All pretty self explanatory. A few tips though:
- Business Introduction
1 or 2 sentences with a clear and concise summary of the business.
Use keywords but sparingly , like the meta description of a webpage this is for you to sell your service over the competition
- Business Category
This is the information Google uses to suggest your business to a potential client searching for your service.
Select them carefully and use more than 1.
- Uploading Photos
Again don’t spare the opportunity to post some high quality images that may sway a potential client. Include:
- Identify photos. These photos include your profile picture and logo.
- Interior photos. Shots inside your store or business.
- Exterior photos. Shots of your building.
- Photos at work. Pictures that represent what you do.
- Team photos. Pictures of you and your employees.
- Additional photos. Any pictures that don’t fit into the categories above can go here.
Optimising the pictures Pictures can be geotagged using software like Geo setter.
The Files should also be renamed to include keywords and location details.
A final point here is to consider employing a certified Google photographer for an indoor street view tour of your business.
This makes things a lot more personal with a potential client.
These not only help your local listing rank but will display review stars in the organic listing which can again help with conversions.
Getting reviews is another topic in and of itself but if you encourage customer feedback and respond to all reviews that’s half the battle. You can read our guide HERE
Local Citations / Directories
An important part of getting your GMB listed in the local search results is obtaining citations for the local directories in your businesses location.
These are sites like Yelp, Yellow Pages and Four Square.
These online directories pair your contact details with the physical location.
It’s a long winded and soul destroying process to manually create these listings and it’s much easier to outsource.
Again be diligent when choosing a service supplier,
there are many that offer it and you can even find some on Fiverr.com.
Word of warning though; bad listings not only harm your listing potential but can be very hard to undo.
We offer this service. Email email@example.com for a quote
HIGH QUALITY CONTENT FOR SEARCH ENGINES
“Content is king” they say
No doubt about it a good high quality blog that offers true value to a reader establishes you as an expert
When we put content together it is important we work from the Keywords we derived earlier
However this is where the keywords we labelled as ‘Info’ come into play
Whereas ‘buy’ key terms should be built into our services or services pages that take a visitor brought to the site with intent to purchase into your sales funnel.
Our blogs should be based around Info key terms
Buying intent key terms
These key terms will be used throughout the pages ‘onsite seo’ setup
The keyword should appear in:
Image Alt Tag
Content itself (2-4% word density being optimum)
you can check that here http://tools.seobook.com/general/keyword-density/
This one is perhaps slightly under optimised in the content itself but the Meta title and Meta Key terms have been optimised.
I’ll use the keywords from my “Drug Rehab India” as an example.
Main KW: Drug Rehab India:
Page URL: www.drugrehabindia.com
Page Title: The #1 Drug Rehab India– SB Live Media
Heading 1: Need an Addiction Recovery Centre? Come to the number 1 Drug Rehab India
Image Title: drug-rehab-india.jpg
Image Alt Tag: Drug Rehab India
Content: Produce 500 word post on Drug Rehab India services.
Include 5 – 6 keyword variations in each pages content Repeat this on every page for every “Purchase” keyword you’re targeting.
Googles some 200+ factor algorithm is headed by social media interaction and back links.
Both are seen as votes of confidence
Both have to be earned in order to be sustainable
High quality links, brand buzz and social shares are needed to get Googles attention.
It is unnatural for someone to share your business landing page equally so as it would be for a website to link to your services page.
Google knows this too and if you point a ton of links at your homepage you face getting penalised by Google.
It is the ‘Info’ type content that is gonna shared, high quality content that gives its readers value is what it is gonna linked to.
Same as we picked the top traffic generating keywords to be build our services pages we will pick the top ‘Info’ key terms to build our blog posts around.
Then we need to build content around a subject that people are actually interested in.
Addiction treatment & health retreats are very high value ticket services
Show a potential customer what they are paying for, why you are experts and why they should pick your center over any other.
- Example guide
- Example case study
- Example infographic
Provide as much detail as possible and give free value into an area of your expertise
OFFSITE SEO – BUILDING HIGH QUALITY BACKLINKS
As discussed previously links are still the number one factor in Google ranking any site
Its not as easy as it used to be though Google ranks sites based on authority and trust.
Sites that rank well will not have a single type of link putting at a single page.
The process we use now is fairly long winded but will build trust with Google and establish your site as an authority in the niche.
Build social media and forum links to blog posts
You need to build a buzz around the site Sharing your posts on your own feed is a good place to start Facebook and twitter ads are also very effective.
Facebook particularly so as its targeting can be highly focused and be using a pixel retargeting even more so.
Google + communities can be a good place to find niche specific groups.
Be careful to slowly build relationship before posting links to avoid being kicked out of the group though!
Simply hit the drop down menu>communities and search for the keyterm Reddit is another good place to post content.
If a piece is good enough and gets enough likes you will earn genuine organic traffic and even a dofollow link!
Quora is another good place to post.
Take your time to find a thread related to the content in your blog and you can again gain a lot of organic traffic and shares.
To find good opportunities on Reddit and Quora make use of the Google search Engine operator ‘Site:’
Simply put into the search bar ‘site:reddit.com bali drug rehab’ or ‘site:quora.com bali drug rehab’
These searches will serve A LOT of results.
Now simply click through till you find questions you can answer with your content.
Write a high quality response of 150 – 300 or so words and drop a link at the end.
Repeat this process
Internal linking helps channel ‘link juice’ from the shared and linked to blog posts
It also helps with anchor text diversification
White Hat Link Building
Resource Pages Are niche and area specific pages listing useful resources and links to them.
Get your self listed in as many of these as possible.
Drug Rehab inurl:resources
Drug Rehab intitle:resources
Drug Rehab “resource pages”
Reach out with a nice introductory email about your rehab centre and why you should be included in their list of resources.
This goes back to our competitor analysis
Where there was an opportunity with one of the sites linking to your competitor reach out to them and arrange a similar agreement as your competitor
This evens things out a little between you and your competitor and will reduce the amount of extra work necessary to over take them
How to find them: Search the main keyword Run through each result served with Majestic Then visit each site linking to that and look for an opportunity to get a link to your site from them; which could be through:
- Blog comments
- Guest posting
- Resource pages
- Link round ups
- Buying/renting a link from them – although this heavily frowned upon by Google!
This can be difficult and time consuming by but worth the effort!
Probably the best way to build high power and sustainable white hat links in return for a quality piece of content.
Use these search engine operators to find opportunities
Drug Rehab “accepting guest posts”
Drug Rehab “write for us”
Drug Rehab “submit guest post”
Drug Rehab “guest post opportunities”
Drug Rehab “guest post courtesy of”
Drug Rehab “guest bloggers wanted”
Drug Rehab “contributor guidelines”
Drug Rehab “contribute to our site”
Drug Rehab “become a guest writer”
Make sure this content is well written by yourself, it is absolutely pointless to outsource as, from experience it will only be rejected.
(I don’t mean the ‘SEO press releases’ that people have been using for years to syndicate some content around the web that may hit Google News but no one ever sees.)
Contacting Local Press directly to arrange a genuine press release is a great way of getting a high quality link from a high authority and trusted source.
Call them directly as emails are usually ignored with regard to press releases and expect to pay upwards of $400.
Expensive and hard work, but again well worth it
As I started off by telling you;
If you are reading this it is because we want you as a client.
SEO is a long process, expensive and hardwork Its also very complicated at times and always changing;
a REAL cat and mouse game.
When I wrote this all the information is correct but things do change quickly.
If you have any questions please feel free to contact us at firstname.lastname@example.org
But I have to be honest; If you are gonna do SEO, do it properly.
Lets schedule a quick chat this week and we can discuss how to increase your clients for FREE on a no obligation basis
Email email@example.com or click the link below
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