Mental Health Practice SEO and PPC Case Study

This study follows the creation, implementation, and results of a marketing campaign for an outpatient mental health treatment facility. They specialize in offering clinical psychiatric, counseling, and addiction services to individuals in need. With a number of specialty services and treatment approaches, their personalized approach to outpatient treatment assists individuals in obtaining lasting healing and recovery.

Objective

• To reach and bring people to the website in need of specific mental health services including therapy, medication, and addiction treatment
• Pinpoint target audiences within a target location
• Get faster results than long term digital marketing approaches

Challenges

The main challenge of this campaign is the restriction Google and other digital marketing platforms place on mental health treatment. However, with a careful, deliberate focus on diction and adhering to regulations, it is possible to run ads for certain services within the mental health field.

Another challenge of this campaign was bringing users to the website who are actually in need of mental health services. This means that it was important to pinpoint the demographics of audiences who may be more likely to need or desire mental health services.

Solutions

A Google Ads approach allows for specific targeting of audiences depending on characteristics including age, gender, recent searches, annual salary, and more. This allows for specific marketing to people who may be more in need of specific services, including mental health treatment and therapy. Furthermore, Google Ads allow for the promoting of specific, industry-related keyword terms people may be searching to find mental health services. So, Google Ads was a good choice for this campaign in order to meet objectives.

Results

As a client in the mental health space, leads are competitive across the internet for this industry. Each lead, if converted, can translate into thousands of dollars. The goal of this pay-per-click campaign was to pinpoint internet users with specific mental health needs. And, create landing pages specific to services this client offers. The result? A total of 23 phone call conversations resulting from contact forms, translating to a total cost of under $29 per conversion and a total spend of only $660.

Objective

Some of the objectives of this SEO campaign include:

• Increasing the amount of organic traffic (traffic without paid ads) to the site
• Improve keyword ranking results for key terms within the industry
• Bring more people to the site interested in mental health services within the area
• Targeting specific audiences who may be more in need of mental health services
• Convert individuals brought in to the site from Google and other search engines into leads

Challenges

SEO in the mental health and addiction treatment space is competitive. Pay-per-click marketing with Google or Facebook ads is also highly regulated in this field. So, combining SEO with other marketing approaches can help to secure long-term organic traffic to the website. And, do so without having the same number of regulations and restrictions as other marketing approaches.

Solutions

This SEO campaign includes a number of tactics in order to increase the volume of organic traffic to the website including:

• Creating, expanding on, and publishing informative, keyword-driven content to pages
• Selecting and utilizing competitive and industry-related keywords
• Developing a blog page and posting SEO-optimized content in blog form consistently
• Various off-page outreach efforts including guest blog posting and link sharing
• Optimizing various SEO metrics including SEO titles, meta descriptions, alt tags, and more
• Analyzing, tracking, and adjusting various SEO metrics with the use of professional software systems
• Keeping up to date with industry practices and updates to Google algorithm software
• Reporting to showcase the results of the campaign to the client on a monthly basis

Results

This SEO campaign includes content creation, on and off-page optimization, linking, optimization, site speed and loading times, and more. With ongoing adjustments and optimization strategies, the campaign continues to perform annually. For example, with only one year of SEO, the website’s organic traffic increased by an astonishing 25%. And, ranks for over 1000 industry-related keyword terms throughout the country. Therefore, the website now works to bring in more people from search engine searches on platforms like Google.