From the experts at Extend Web Services
By now you've heard the news of Google changing its policies (again) in an effort to appease politicians and suppress the great work of pregnancy help.
While this may cause uncertainty in many of our hearts and minds, we know this is not the first time Google and Big Tech have come after us. We continue to pivot and seek out new and innovative ways to reach women searching for help.
In this most recent case, some of the Google changes are minor and will not impact your marketing efforts while others will require more strategic thinking.
What changes do I need to know about?
Change 1: One of the main changes Google has implemented is the disclaimer that accompanies ads for organizations that do not provide abortion. Since 2019, this disclaimer has shown up at the bottom of ads and it will now appear at the top (see picture below).
How will this impact my center: While this may seem like a major change, we do not anticipate it affecting your marketing efforts and results. In fact, when this disclaimer was first implemented three years ago, we did not see a negative impact on our ad campaigns and we have not seen an impact on ad results in the past couple of weeks.
Change 2: Another change from Google will have a greater impact on your marketing efforts is Local Search. Google has changed the default for local search results for abortion services to only show those verified to provide abortion procedures. Women will be able to see more results if they choose to, including from organizations that don't provide abortions, such as pregnancy help centers.
How will this impact my center: When a woman searches abortion-related terms pregnancy centers will most likely not show up on Google Maps unless the user expands their search. It could be very difficult for a pregnancy help center to be found through local search relying solely on organic SEO.
How can Extend help my center?
Google Ads: We know that one of the primary ways women learn about pregnancy centers is through a Google search, so it is vitally important invest in Google Ads. Our Google Ads experts work to create strategic ad campaigns utilizing keywords that will help to offset the impact of these most recent changes.
Local Search: Trying to combat Google on your own can be overwhelming. EWS professionals have your back when it comes to reaching women and protecting your online reputation.
NEW! Advanced SEO: Extend is pleased to now offer our customers an advanced SEO product. Your EWS website is equipped with basic SEO and now is the time to consider a more sophisticated option to increase your reach and overcome the pitfalls that Big Tech often places in our way. If you're interested in learning more about our Advanced SEO product, please click the button below.
Remember, at times like these it is easy to become overwhelmed and lose heart but please do not give up! The Extend team is here for you and will work to give you the best web presence possible at an affordable price.
We know that no matter what politicians, Google and Big Tech do to try to suppress us, women will continue to be reached, lives will continue to be saved and the great work of pregnancy help will continue to advance.
It's an honor to partner with you! God bless.
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