A sign titled "10 Smart Practices for Creating High-Quality Healthcare Content for Rehabs" is set against a background of green ferns.

10 Smart Practices for High-Quality Healthcare Content

Content does more than drive traffic to your rehab’s site. It also changes people’s lives.

High-quality content supports readers through each phase of recovery. And every step of the way is an opportunity to connect with your ideal clients. Content can help you earn readers’ trust, streamline the admissions process and support your program’s alumni. These long-term relationships are essential to your growth as a business.

Use these 10 practical tips to create high-quality content for your addiction treatment center:

“Some topics could significantly impact the health, financial stability, or safety of people, or the welfare or well-being of society. We call such topics ‘Your Money or Your Life’, or YMYL.”

Source: Google’s Search Quality Rater Guidelines: An Overview

Addiction and mental health treatment falls neatly into this category. Because the stakes are so high for your readers, Google rewards genuinely helpful content. Here’s how you can produce great content that adheres to E-E-A-T, helping more clients find you and providing them with more value.

Experience

Introduced in December 2022, this is the newest of the E-E-A-T guidelines. In their official announcement, Google described it like this:

Now to better assess our results, E-A-T is gaining an E: experience. Does content also demonstrate that it was produced with some degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person experienced? There are some situations where really what you value most is content produced by someone who has first-hand, life experience on the topic at hand.

Source: Our latest update to the quality rater guidelines: E-A-T gets an extra E for Experience

This guideline is all about including first-hand sources. Google wants to give people the answers they actually need. To do that, it prioritizes information from creators with real-world experience in the subject matter.

What this means for rehabs:

Your addiction treatment marketing content should include information that comes directly from people who have experience with recovery. This can include treatment professionals, people in recovery or their loved ones.

What it looks like in practice:

  • We recommend sourcing content from your community as part of your overall content plan.
  • This can include written or video testimonials from your clients talking about their time in treatment or experience with the recovery journey.
  • It’s a good idea to gather reviews from all your clients as part of your discharge process. Make sure you get permission to include them in your public-facing content.
  • Direct quotes from clinicians, complementary therapists and other members of your team give readers a clear sense of your approach. First-person narratives put your work in context, letting potential clients know what they can expect from treatment.

Expertise

Expert content is written by people with an in-depth understanding of a topic. Google recommends you ask these questions about your content:

Expertise questions

  • Does the content present information in a way that makes you want to trust it, such as clear sourcing, evidence of the expertise involved, background about the author or the site that publishes it, such as through links to an author page or a site’s About page?
  • If someone researched the site producing the content, would they come away with an impression that it is well-trusted or widely-recognized as an authority on its topic?
  • Is this content written by an expert or enthusiast who demonstrably knows the topic well?
  • Does the content have any easily-verified factual errors?

Source: Creating helpful, reliable, people-first content

What this means for rehabs:

By sharing helpful, accurate information, you accomplish two things: First, you support your readers’ recovery journey by sharing helpful resources. Second, you position your rehab as a trustworthy guide they can turn to when they’re ready to start treatment.

What it looks like in practice:

Expert content is well-researched but still easy to understand. Think about where most of your readers are in the recovery journey. If they’re in the precontemplation stage, will they be able to focus on a list of statistics? Probably not. These tactics can showcase your expertise without losing your audience’s interest:

  • Share accurate, up-to-date information.
  • Back up any claims, statements, statistics or facts by linking to the source. Make sure the sites you link to are reputable, and include a reference list in each article or web page where you cite outside sources.
  • Have a clinician or other industry professional review your content before it goes live.
  • Create bio pages for your blog’s authors and reviewers, and link to them from each article.

Clearly state when articles were published and last updated.

Authoritativeness

This guideline relates to your reliability as a source of information on a particular topic. Here’s what Google has to say about it:

Authoritativeness: Consider the extent to which the content creator or the website is known as a go-to source for the topic. While most topics do not have one official, Authoritative website or content creator, when they do, that website or content creator is often among the most reliable and trustworthy sources. For example, a local business profile page on social media may be the authoritative and trusted source for what is on sale now. The official government page for getting a passport is the unique, official, and authoritative source for passport renewal.

Source: Search Quality Evaluator Guidelines

What this means for rehabs:

Ultimately, you want your target audience to recognize you as a reliable source of information on recovery. Once they do, you’ll be the first resource that comes to mind when they’re in need.

This is why it’s important to focus not just on getting clients in the door, but on building relationships with your community. Informative content continues to nurture those relationships during and after treatment.

What it looks like in practice:

  • Use active voice and clear, direct statements.
  • Take ownership of your rehab’s treatment philosophy. Speaking with confidence demonstrates your accountability, encouraging clients to trust you with their care.
  • Sincere, ethical business practices lead to a good online reputation. This means making good on your brand promises and delivering a robust, effective treatment program. Show your clients that you have their best interests at heart – not just your bottom line.

Trust

The internet is full of misinformation and false promises. This guideline works against that unfortunate trend to protect people who are looking for help. Per Google, “Informational pages on clear YMYL topics must be accurate to prevent harm to people and society.”

Trust is the most important of all the E-E-A-T standards.

What this means for rehabs:

At the end of the day, your audience should be able to trust you based on a combination of the above factors. All the information on your site should be honest and true.

What it looks like in practice:

  • Your About page should be comprehensive, transparently describing your team and your treatment philosophy.
  • Reviews of your rehab on Google, treatment directories or other websites improve your reputation. These third-party opinions give readers insight into what your rehab is really like. They should all be written by people who have actually completed your program. Don’t include reviews by staff members, loved ones, referring clinicians, or anyone else.
  • Video content creates more transparency. Include it on your website, YouTube channel or other platforms to give readers a glimpse into the treatment experience at your center.

 

E-E-A-T is designed to improve the experience of people looking for answers online. Implementing it in your addiction treatment marketing plan not only helps your clients; it also puts you ahead of the competition.

See how a holistic approach to rehab content marketing can help you start applying E-E-A-T and ensure your content gets the visibility it deserves.

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