Case Study

Website Promotion: SEO And Social Media Campaign

Client: Kolmac Clinic, Silver Spring, Md.  

Overview

Kolmac Clinic Logo

SEO for Kolmac.com is a multi-year campaign. Kolmac Clinic operates six outpatient clinics for the treatment of adults with alcohol and other drug abuse problems. Five Kolmac outpatient substance abuse clinics are located in Maryland and one is located in Washington, D.C. 

Kolmac Clinic was founded in 1973 by George Kolodner , Cofounder and Medical Director. Due to its documented success, many outpatient substance abuse treatment centers have now copied the Kolmac model for drug and alcohol rehabilitation. The outpatient treatment model consists of detoxification, rehabilitation and continuing care.

Website Audience:  Prospective patients, family and friends of prospective patients, alumni and referring medical professionals and human resources professionals.

SEO Campaign Goal

Increase qualified traffic to the website for lead generation.

SEO Campaign Summary

Adobe Business Catalyst
Kolmac.com was receiving a good number of website visitors from organic search but the majority of website visitors were searching for Kolmac by name. Kolmac.com was not ranking for alcohol and drug treatment related keyword search terms. Although, there are not many direct competitors, there are many treatment centers and informational websites competing to rank for the same local and national keyword terms.

Website Optimization

The SEO campaign started with keyword research and keyword optimization of website content for search engine visibility. The goal of the search engines is to produce the most relevant results for a keyword search. It is important for website content to clearly show the search engines and website visitors
the products and services offered. 
And, it is helpful if each web page has a singular focus.

Google Places Page – local search

A Google Places Page was created for each Kolmac Clinic location. The outpatient clinics are situated to serve the Washington, D.C. metropolitan area and greater Baltimore. Kolmac.com quickly started appearing in Google Places results. This brought traffic to the website for keyword search terms that Kolmac.com was not yet ranking for in the organic section of search results.

SEO Link Building Activities  

The campaign started with and continues with directory submissions, SEO articles, social bookmarking, online press releases, blogger outreach and more. 

Campaign Progression: Once the initial geo-targeted keyword terms were ranking solidly on page one of Google search results - higher volume, more competitive national keyword terms were added to the campaign to significantly increase qualified website traffic.  

Kolmac expansion:  Kolmac opened their sixth clinic – location Baltimore. Kolmac aquired Crossroads Professional Rehabilitation Outpatient Program.

Social Media 


Social media participation was added to the SEO campaign because Google increasingly factors social media activity into their search result algorithm. We encouraged Kolmac to start a blog and to post to their Facebook and LinkedIn pages. We set up Kolmac’s Google+ and Twitter pages. We regularly post to Kolmac’s Facebook, Google+ and Twitter pages and we write search engine optimized content for Kolmac’s blog.

Visit the Kolmac Clinic website:  http://www.kolmac.com/

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