Meet 2023. This year has been plagued with an ever-changing legal landscape, new and unique abortion and pregnancy keywords, additional funding for abortion services and tourism, and more frequent Google updates than ever. Throw in a dash of inflation and the monster that is AI, and you have a pretty hot mess of internet marketing for pregnancy centers.
If you’re questioning the results from your current marketing strategies or wondering what type of targeting online advertising is still viable, this is for you.
For decades, the majority of pregnancy centers could invest in a one-time build of a client-focused website with quality search engine optimization (SEO) and they were visible on Google without additional ongoing services. Their funds then were often best spent on brand awareness services or indirect targeting through social media advertising or other similar methods.
However, with the rise in the cost of Meta advertising, the large changes in Google’s algorithms or organic search, and the increase of abortion provider ads targeting nearly every community, now is the time to dive deeper with Google.
Direct Targeting with Pay-Per-Click Ads
Google ads are seen at the very top of most search results for keywords like abortion pill and abortion clinic. Even a few years ago, most centers did not need to pay for Google ads because there wasn’t an abortion provider buying keywords in their service area or their organic ranking was high enough that they came up in the first few results under paid ads.
Paid ads also allow centers to target keywords their site can ethnically optimize for, like the name of abortion providers or the closest city or state with an abortion clinic.
While Google ads can be an expensive option, we can talk about ways to raise support to cover the cost or potentially move things around in your current budget without missing clients in a different area.
Note: PPC ads are not the same as the Google grant for non-profits. Not all centers qualify for Google ads on their own, but Google ad group campaigns may be a possibility in your area.
Off-Page & Technical Search Engine Optimization
When it comes to technical and off-page optimization, it may feel like speaking another language. If you are already investing in SEO, it’s important that you know what you are paying for, how it’s working, and that you see proof of work. Some off-page and technical SEO strategies that centers need include but are not limited to:
Google Business Profile. Centers can increase their Local Search ranking through updates and ongoing posts with pregnancy and abortion keywords backlinked to your site.
Listings Management & Citation Updates. Any changes to your center’s information needs to be updated across the web to keep your ranking from dropping.
Local SEO. This can include additional citations and backlinks to your site. We recommend networking with local businesses, churches, and organizations and asking them to list your client website as a resource.
Metadata. Abortion keywords change and your metadata should be updated when it does. Note: This should be manually done and centers should not rely on Google to pull the most relevant information.
Technical SEO. This often refers to the overall health of your site and the steps needed to make it faster and rank higher. Additional SEO strategies include internal link building, quality outbound links, schema markups, SEO integrations, and more.
The increased online noise and information on abortion from national and local sources have negatively impacted many centers this past year. Along with the ever-changing landscape of technical updates, abortion keywords, AI, and more, SEO is a critical part of your marketing strategy.
While SEO plans may look different from center to center and vary based on size, location, proximity to abortion providers, and more, every center needs quality ongoing search engine optimization. It’s important that you know what you need (or don’t need) to succeed.
On-Page Search Engine Optimization
When it comes to pleasing Google, content is king. We provide effective keyword optimization through quality written content on your client-facing website. This includes new page creation, on-page updates, and ongoing blogging.
Blogging plays a crucial role in maximizing the effectiveness of your on-page SEO strategy for long-tail keywords. Incorporating blogging into your content strategy can enhance your search engine rankings, target specific keywords, and engage with your audience more effectively. Blogging and on-page SEO can also ensure that your website stays up-to-date, provide answers to relevant and trending questions on Google, and is seen by those seeking your services.
Help Her Find You
The team at Stories understands the importance of effective online marketing, and we are here to help you navigate the complexities of SEO and Google ads, tailor strategies to your unique needs, and ultimately reach those considering abortion or in need of your support.
We desire to help you steward your donor dollars in the best way possible. Contact us today to discuss your Google ads and SEO plan, and let us work together to make a lasting impact in the lives of those you serve.