- Case Study -
American Addiction Centers
American Addiction Centers had a wealth of helpful information and resources across its multiple website domains. Next PR stepped in to get those resources in the hands of people who needed them most.
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THE CHALLENGE
Those struggling with the disease of addiction need support, resources and treatment, but there are often too many barriers to access. American Addiction Centers (AAC) sought to drive users to its resource sites (alcohol.org, drugabuse.com) and rehab facility pages (lagunatreatment.com, sunrisehouse.com) so those searching could find the help they needed.
HOW WE GOT THERE
Next PR implemented an aggressive, SEO-focused PR strategy to secure backlinks in high-tier publications to move AAC’s resources higher in search engine rankings, as well as drive web traffic from social media posts.
This strategy included:
- Prioritizing media outlets allowing backlinks – some outlets charge money; some remove backlinks because it’s against their editorial policy
- Tailoring the backlink ask to each reporter – some reporters were more inclined to add a backlink when they were reminded the interview/byline was to help people find the support they needed
- Including backlinks in email commentary when sending to a reporter
- Including backlinks in the spokesperson bio to increase credibility and brand visibility across the entire organization
- Strategically adding backlinks to the most important keywords like “addiction” and “rehab”
- Placing bylines/op-eds to control which backlinks were used
- On social media, providing users with links to resources and information on where to find help
- Adjusting content strategy based on Google Analytics insight, indicating which links were most compelling to users
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Media Placements With Backlinks
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Published Bylines With Backlinks
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Increase in Social Website Traffic
THE RESULTS
On average, 85% of media placements and 100% of published bylines/op-eds included at least one backlink. Of the articles with backlinks, about half of them included more than one backlink.
Web traffic from social media since Next PR began managing the AAC channels increased by 38% (compared to the previous period).
With Next PR's strategic approach, American Addiction Centers successfully expanded its reach, ensuring vital resources were readily available to those in need.
"Next PR are fantastic to work with – hardworking, dedicated, creative in their pitch angles and above all – results oriented. Uniquely, they understand the intersection between PR and SEO and have been pivotal in helping us not only build our brand but secure high domain authority backlinks to our website portfolio. The Next PR team are truly the heartbeat of our PR, content and SEO efforts."
-Stephen Ebbett, CMO