It takes a long time to really see impactful changes and improvements from SEO.

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Microsoft, and Facebook, which cut down on illegitimate businesses taking advantage of people. LegitScript certification was a necessary step to help regulate and legitimize the marketing of addiction treatment and rehabilitation services; however, it wasn’t the most impactful change. Updates to HIPAA drastically changed who was eligible to see addiction treatment and rehabilitation ads and, to a large extent, upended the digital marketing and PPC best practices within the industry.

No longer were all users who made a search related to the B2B Email List addiction treatment and rehabilitation services shown ads. At one point, advertisers were showing up for 96% fewer total searches than they were previously eligible to show on, though since our initial study was published in 2018, Google has relaxed these restrictions slightly (but not by much).PPC Ad Restrictions on Rehab Related Searches on Google Data.







September through December 2017With this new realization, digital marketers of addiction treatment and rehabilitation services scrambled to make up lost clicks, conversions, and, eventually, leads.Why this matters nowYou might be asking yourself, “But why are ads still important? Couldn’t SEO make up for this lost traffic?” And rightfully so. You would assume, with the massive dropoff in ads eligible to be shown, that organic links and SEO’s importance would skyrocket. And just as you can imagine, many advertisers switched their strategies and budgets to focus almost exclusively on SEO. While SEO is important, there’s one crucial difference between SEO and PPC efforts.