What do you notice about the pencils in the picture above? Obviously one of them is unique and special, while the others more or less look identical.
The same could be said about your addiction treatment center if it has multiple website domains out on the internet for visitors to access. What’s the problem? Well, for starters, having multiple active domains not only confuses people visiting your website(s), it also confuses search engines like Google.
Ideally, you want your addiction rehab center’s up-to-date and user-friendly primary website to be front and center, shining like a beacon to those in need. Today, we’re helping your rehab marketing team reclaim its SEO authority, by consolidating and redirecting multiple existing websites under your treatment center’s name that dilute your overall SEO domain authority. You’ll learn:
With everything happening day-to-day at your treatment center, your executive director, owner, or board of directors could simply think, “who cares?” if multiple websites are discovered. Aside from the confusion we addressed at the beginning of this post, your team may simply believe that the average site visitor will be able to intuitively determine your current website, if having to choose between several identical URLs.
That line of thinking poses significant consequences that can seriously hamper your drug treatment center’s ability to connect with people in need, while also making rehab marketing more difficult. This is but a brief list of what can go wrong:
1.) A Lack of Attribution/ ROI – Which site drove an intake to pick up the phone to call? With multiple active domains, it’s harder to provide proper attribution to the right site and/or channel. In addition, it’s hard to determine the effectiveness of your rehab marketing effort. This fallacy could lead to your treatment center mis-aligning its marketing budget and allocating too much to channels not driving your success.
2.) Alumni From Your Programs Don’t Know Which Website to Refer People to – Having multiple active domains not only confuses prospective intakes and search engines. It also impacts the effectiveness of your referral and alumni network. Chances are, if one of your treatment center’s alumni sends a prospective intake to an older site still indexed by Google, your rehab marketing and admissions staff will have little/no opportunity to connect with that individual in time.
3.) Reduced Domain Authority – In this rare instance, sharing ISN’T caring. Fragmenting your addiction treatment SEO domain authority limits the potential for your rehab to rank higher on the search engine results page (SERP). Your ranking on the SERP impacts your visibility, which will ultimately limit the number of people who are able to receive life-saving treatment and recovery by reaching out to your team.
You want your current, up-to-date addiction treatment website to receive the maximum amount of high-quality links and respected industry authorities pointing back to your site. In the face of the opioid epidemic, the more respected and trusted a site is, the more likely it is to receive quality links pointing back to it. These links drive visibility, that in turn increase the number of calls, enabling your admissions staff to stay busy to meet your rehab marketing goals.
The trickledown effect described earlier stems in part from a strong SEO domain authority. Multiple active domains take domain authority away from your one trusted source of truth: your up-to-date website. Multiple microsites split your hard-earned domain authority as well, further diluting your treatment center’s ability to help those in need.
4.) No Centralized Place for Your Rehab Marketing Branding Material – Your rehab marketing team and staff have worked hard to create content that exemplifies your mission and help those seeking treatment. Can prospective intakes and concerned loved ones who need that marketing and branding material find them?
In today’s fast-paced society, people rarely wait for web pages to load, let alone dig through resource archives. If a person doesn’t quickly find the information they’re seeking, they’ll turn to another drug treatment center. It’s important to have one dedicated place for people to find this information. If multiple resources – pamphlets, guides, infographics, etc. are divided between several active domains, there’s little chance that someone would find that piece of content. The most effective recommendation in this instance is to consolidate these resources in one easy to find place – on your one true website.
At this point, your rehab marketing team and ownership understand how crucial one primary web domain is to your treatment centers success. Below are three proactive (and recommended) steps your rehab marketing team should take to undo the problem of multiple active domains diluting your SEO authority. To have as seamless of a website merger as possible, follow these steps:
1.) Step #1: Run a Screaming Frog Crawl of Site A (the outdated URL) – First things first – what is Screaming Frog? For rehab marketing teams unfamiliar, Screaming Frog is an online tool which allows users the ability to perform a crawl to analyze a specific URL. Screaming Frog offers additional features if your rehab marketing team purchases a license. For this post, the free options on Screaming Frog will help your rehab marketing team identify which pages are using broken links. Once your rehab marketing team has identified these broken pages, it can shift that site traffic to your current website.
2.) Step #2: Create 301 Redirects From Site A (the outdated URL) to Site B (your current, up-to-date URL) – A 301 redirect will send anyone who visits your outdated, active domain to the appropriate and applicable page on your current website. This is a handy and useful way to retain the traffic visiting outdated pages. Of course, not all pages on your outdated active domains will apply to your current website offerings.
In this instance, simply have these outdated pages direct web traffic to your current website’s home page, so the site visitor can navigate from that point onward. This will also save your rehab marketing team additional work, by not having to focus on pages that wouldn’t get updated or apply on your up-to-date website during link reclamation. For those pages, direct site traffic to your current home page. Once your team has set up these 301 redirects, it should perform another Screaming Frog site crawl on your current site to confirm that there aren’t any 404 errors after the redirects are set in place.
3.) Step #3: Link Reclamation – For this step, your rehab marketing team should use Google Search Console to download the links from your outdated active domain. From there, your team will be able to see the links that are the highest value and contributing the most to your rehab’s SEO domain authority.
To reclaim these link opportunities, reach out to these high-value sites individually (email is typically preferred), to update these inbound links. This will save visitors from a potentially-jarring 301 redirect. Within Google Search Console, take this time to update any directory listings that your outdated sites may have had. While your rehab marketing team is in update mode, update the following areas:
A strong domain authority will ensure that the traffic your drug treatment center’s website receives will be primed to convert and have a conversation with your caring staff. They won’t have to jump through hoops to find your up-to-date offerings and will therefore be set up for success. But of course, if your rehab marketing team has any questions, don’t hesitate to contact our team. We’ll be happy to help your treatment center centralize its active domains with confidence.