www.timberlineknolls.com- Digital Marketing Analysis
The purpose of this short report is analyse one of the top ranking websites in the Addiction Rehab Centre industry:
- Identify what they are doing successfully and what you should be doing
- Identify opportunities to exploit in order to compete with them
Typing ‘Heroin Addiction’ into Google.com brings this addiction and behavioural treatment centre up in position 1
There are over 12100 searches for that one key search term alone
And not only that
The website ranks position 1 for many other addiction and behavioural disorder key search terms including ‘Meth Addiction’ and other high traffic generating terms related to Anorexia and Bulimia
Let’s have a look at the organic traffic this website generates every month using some software; SEM Rush.
There is a free version available here:www.semrush.com
Timber Line Knolls got a whopping 118,000 visits last month!
AND that was organically alone – without any paid advertising
Let’s look at some of the key search terms this business ranks for
And that is not even half of the key search terms this site ranks first for in google.com
Timberline Knolls are an established and well known business in this market space.
Evident by the 6000 searches for the company itself ‘Timberline Knolls’ each month
The chart below summarises the distribution of traffic following any search in relation to the ranking of the website
As you can see simply being found on page 1 is now no longer enough
60% of all the traffic generated by any one search will click through to the top three results!
The vast number of position 1 rankings and the traffic these individual key terms are generating adds up.
A point to note when analysing your own website is that only 10% of ALL the traffic from any search will never venture past page 1!
All the information a searcher will gather and all the businesses they will ever work with will be found right there on the first page
So by now you must be asking:
How are Timberline Knolls dominating the search results?
Let’s start with their website
The Website – www.timberlineknolls.com
First appearance; this site is well designed overall Good Features:-
- Clear unique selling proposition (USP) – instantly distinguishes itself from the competition and lets visitors know they have arrived on the correct page.
- Clear call to action – ‘Get confidence help now’ tells the visitor exactly what to do.
- Clear telephone number and a clickable ‘email us’ tab that takes you directly to a contact form.
- Hero Shot – This video is well place and labelled above the fold with so entice a visitor to click on the video and engage with the site. The video showcases the service on offer and gives you a chance to meet the people responsible face to face.
- Email capture form – could have been used above the fold or using a pop to capture a visitors email address in order to re target to them later.
- Social Proof – The site has received a number of reviews across the internet and could have displayed them above the fold.
- Testimonials and professional accreditation could also be displayed above the folder to build trust.
- Social share buttons are missing above the fold.
Mobile Site – The inlay below shows how the website appears on the I Phone 6S
With over half of all searches carried out on a mobile device it is vital the mobile site is setup to offer the best user experience and convert visits to sales
The site is mobile friendly and looks good on a mobile device
There is a clear Unique Sales Proposition and clear call to action
The ‘email us’ now tab is also clear and clickable on a mobile device
The biggest weakness here is that there is no ‘click to call’ telephone number
This would really improve conversions from visits on a mobile device to sales
Checking www.timberlineknolls.com at https://tools.pingdom.com for site page load speed we can see there is slight room for improvement
It is stated that in today’s fast paced world anything over 2 seconds is too long for the average visitors patience
And this is even more so the case when viewing on a mobile device
Google Developers page insights on https://developers.google.com/speed/pagespeed/insights/ give’s us a list of the issues that need to be addressed.
As you can see Google isn’t too impressed
These sound scary but are fairly simple
Check your site and then ask your developer to take care of any issues.
Technical Audit Onsite
We ran this site through Screaming Frog software which allows us to crawl the website and pick up any potential technical issues with website onsite structure.
I have highlighted a number of errors
For SEO purposes duplicated or missing Page Titles, Meta Descriptions, H1 & H2 Headings must be addressed.
Where the Meta description is over 156 characters they will not display properly in the search results The same goes for Titles and Header tags were they exceed the 65 and 70 characters respectively
These are conversion factors that will possibly affect the decision of someone viewing the search engine results as to which site they will pick from the listing to visit Let me show you
As you can see the Title & Meta Descriptions are not optimised to encourage a click through I have compared this with a Google Ad that appears in the same results
Although the layout is different they have packed in some important conversion factors, benefits, social proof, usp and telephone number
Now lets get into how Timberline Knolls are getting ALL that traffic!
Social Media Involvement
Timberlines Knolls have a good following on Facebook and Twitter and actively engage with them; sometimes two or three times a day
They have over 9800 followers on Facebook
Over 1460 followers on Twitter
They also have a number of YouTube videos and as of today have 253 subscribers Social media involvement not only helps with brand awareness, trust and can even generate organic leads
Timberline Knolls also regularly update all their social media platforms and are actually engaging with their audience but social signals, where people interact with your brand, share and discuss with their peers are also a big part of Google’s algorithm
Offsite Search Engine Optimisation – Backlinks
Backlinks, where a website is linked to another via a hyperlink, are still the number 1 factor among the some 200 others that Googles algorithm considers when ranking a website – they are viewed as votes of confidence by search engines as a link to another website suggests their is valuable content at the destination
Now we will analyse the backlink profile of the website using Majestic SEO’s software from www.majestic.com,
We will gauge not only how many back links a site has But also the quality of them
The more technical aspects of this analysis are discussed in greater detail in our comprehensive SEO guide available here Drug Rehab Marketing
As you can see there are over 164,480 back links pointing at this site from 1,096 separate domains or website URLs!
There is also 13 education back links and 1 government link pointing at this site – these are seriously high trust factors that will be considered in ranking this site
The next thing we will look at using this software is the quality of the back links pointing at their site although I am sure by now you are starting to get the idea that they are likely to be very good!
below is a list of the first 8 or so
These are some very good links indeed
I discuss this in more in the addiction rehab centre guide but the Citation Flow and Trust Flow of this first 8 backlinks are very high over 40 and the pairs are all closely matched in ratio.
Clicking through on the hyperlink in this list of back links to the referring domain gives us a better idea of the quality
Here are 4 sites that link to Timberline Knolls’s website
As you can see they have been featured in a range of charity and counselling forums which are high trust, high authority sites
Their back link profile is also more or less what we’d expect to see with a site ranking this well
This shows the ratio of anchor text used in the links themselves which the search engines also take into consideration.
The anchor text ratio is also ‘clean’
Although the ratios are slightly lower than what we take as being the ‘ideal’ scenerio
Ideal Anchor Ratio
- Naked URL – 25%
- Brand name – 15%
- Business owner –5%
- Main keyword – 5%
- Other anchor text – 50%
But overall the ratio looks good, the most important thing is that it is not keyword heavy (which could lead to penalty) and clearly works!
Timberline Knolls are doing a very good job of their digital marketing
The website is well designed and should convert visitors to sales very well
Their social media is also very well managed
The company is well known and well cited, a huge number of high trust and high authority website are linking out to it.
A couple of weaknesses that we have identified are the on-site setup:
There are a number of missing and duplicate Titles and Headings and the meta descriptions are poorly optimised.
Their google my business page has received a number of very bad reviews which could seriously hurt this companies business.
If we were talking with them we would strongly advise a well planned and executed reputation management campaign.
This company is dominating the search results and pretty well setup to convert the traffic they generate to paying clients month in month out.
To compete with and eventually out rank this company is not impossible but it will be very difficult unless handled by an expert in this industry.
If these ARE you direct competitors there IS good news:
SB Live Media have the experience and resources to take the Timberline Knolls on
Click the link below and we can start immediately with FREE no obligation video audit of your website
Lets put a strategy in place to emulate and overcome the results Timberline Knolls are enjoying, get you more traffic and more clients
100% FREE VIDEO AUDIT
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