Magazine article Behavioral Healthcare Executive

Google Policy Remains a Work in Progress

Magazine article Behavioral Healthcare Executive

Google Policy Remains a Work in Progress

Article excerpt

Ever since the almighty Google changed its policy on how addiction services are handled in search tools, the treatment industry has wrestled with mixed feelings. The search engine giant began by eliminating paid AdWords for certain addiction treatment terms--thousands of them--because many of the terms were known to be linked to fraudulent and unethical operations.

The list of taboo words isn't being made public for obvious reasons, but you can bet that "addiction treatment in Florida" is on that menu. No one can pay for preferential rankings related to that search term anymore.

But where does this new environment leave the ethical providers?

Most of the good guys are pleased by Google's policy and see it as a reasonable way to reduce the ability of the bad guys to lure vulnerable folks into their clutches with $90-per-click AdWords. However, smaller treatment centers are worried that the increased reliance on organic search will still leave them at the bottom of the rankings.

For example, a search for "addiction treatment in Florida" will yield many unpaid results, but there is still an algorithm driving certain links to the top. …

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