A step-by-step framework you can audit and implement this week

This 47-point checklist is designed for admissions directors, marketing managers, and treatment center owners who need a structured roadmap to audit and improve their SEO in-house or brief an agency. Whether you're starting from scratch, recovering from poor SEO work, or scaling an existing organic channel, this checklist identifies gaps and prioritizes fixes by impact and difficulty.

The checklist assumes basic familiarity with SEO concepts (keywords, Google Business Profile, backlinks) but doesn't require technical skills to execute. Each item includes context on why it matters for treatment centers and how it affects admissions visibility.

This is educational content and not legal or medical advice. When assessing compliance items (HIPAA form handling, testimonial claims, data retention), consult your legal counsel and compliance officer to verify current regulations specific to your state and licensing body.

Technical SEO is the base layer—search engines can't rank what they can't crawl and understand. Start here before investing heavily in content.

Core Technical Checklist

• Site speed (mobile and desktop): Test with Google PageSpeed Insights. Aim for 75+ scores. Compress images, defer JavaScript, and use a CDN if you're serving patients across regions.
• Mobile responsiveness: Verify all pages render correctly on mobile. Test forms, buttons, and navigation—these directly affect inquiry submission rates.
• SSL certificate: Ensure https:// across the entire site. Google ranks secure sites higher, and it's essential for forms collecting sensitive information.
• XML sitemap: Submit to Google Search Console. Include only publicly indexable pages (not admin areas or duplicate URLs).
• Robots.txt: Allow Google crawlers to access key pages; block duplicate content and non-essential areas (test environments, admin panels).
• Structured data (schema.org): Implement Organization, LocalBusiness, and HealthAndBeautyBusiness schemas. Include treatment program types, accreditations, and verified contact details.
• Core Web Vitals: Monitor LCP (Largest Contentful Paint), FID (First Input Delay), and CLS (Cumulative Layout Shift) in Search Console. Mobile rankings depend heavily on these metrics.
• Hreflang tags: If serving multiple states, use hreflang to clarify regional content and prevent cannibalization.
• Internal linking structure: Map keyword relationships and link relevant pages together. For example, link a heroin addiction treatment page to opioid recovery and pain management recovery.
• Duplicate content audit: Identify and consolidate duplicate pages (tracking parameters, www vs. non-www variants, HTTP vs. HTTPS).
• Crawl errors in Search Console: Fix 404s, redirect chains, and soft 404s that confuse Google's indexing.

On-page SEO tells Google and users what each page is about and why it's authoritative. Treatment center content must balance keyword relevance with trustworthiness and clinical accuracy.

Content & Metadata Checklist

• Primary keyword in title tag: Include the target keyword naturally (e.g., 'Alcohol Addiction Treatment in [City], [State]'). Keep titles 50–60 characters to avoid truncation.
• Meta descriptions: Write 120–155 character descriptions that include the keyword and a clear benefit or call-to-action (e.g., 'Evidence-based alcohol addiction treatment in Phoenix. Compassionate care for lasting recovery.').
• H1 tag (one per page): Match the page's primary keyword and user intent. Avoid keyword stuffing.
• H2 and H3 hierarchy: Organize content with logical heading structure. Use H2s for major treatment types or program phases, H3s for subtopics.
• Keyword distribution: Include primary and related keywords in the first 100 words, naturally throughout the body, and in headings. Aim for a keyword density of 1–2% (not an exact rule, but a guideline).
• Content depth (word count): Competitive treatment pages typically need 1,500–2,500 words to rank. Match intent—comparison pages need depth; FAQs can be shorter.
• Internal anchor text: Link to related treatment pages using descriptive anchor text (e.g., 'dual diagnosis programs' instead of 'click here'). Helps Google understand page relationships.
• Image alt text: Describe images clearly for accessibility and SEO (e.g., 'Group therapy session at [Center Name] in [City]'). Include a keyword where natural, not forced.
• Mobile readability: Use short paragraphs (2–3 sentences), bullet points, and subheadings. Treatment center visitors often research on mobile while in crisis.
• Call-to-action placement: Place CTAs (admission inquiry forms, phone numbers) above the fold and within content sections. Test placement with heat mapping to maximize clicks.
• Schema markup for testimonials and outcomes: Use AggregateRating schema to display verified recovery success rates (if legally compliant with FTC and state testimonial rules). Verify all claims are factual and substantiated.
• Outbound links to authority sources: Link to SAMHSA, NIH, treatment research, and your accrediting bodies (CARF, JCH). This signals expertise and helps Google understand content topicality.
• Content freshness: Update pages quarterly to add new research findings, program updates, or testimonials. Google favors recently updated content, especially in healthcare YMYL categories.
• Readability and tone: Use simple language, active voice, and empathy. Avoid clinical jargon for prospective patients; save technical depth for clinician-facing pages.
• FAQ schema: Implement FAQ schema on pages addressing common patient questions (e.g., 'What is the average length of stay?', 'Do you accept insurance?'). Increases visibility in search results.

Most treatment center admissions come from local searches—'rehab near me,' 'addiction treatment in [City],' or directory browsing. Local SEO directly impacts phone calls and intake inquiries.

Google Business Profile & Local Checklist

• Google Business Profile (GBP) setup and verification: Claim and verify your business profile. If you operate multiple facilities, create separate profiles for each location with unique addresses and phone numbers.
• Accurate NAP consistency: Ensure name, address, and phone number are identical across your website, GBP, and all directory listings. Inconsistencies confuse Google and harm rankings.
• GBP category optimization: Use 'Addiction Treatment Center,' 'Mental Health Service,' or 'Healthcare Facility' as primary categories. Add secondary categories specific to your services (e.g., 'Rehabilitation Center' for dual diagnosis).
• GBP service area: Define your service radius or list specific cities/counties you serve. For multi-facility operators, set service areas by location.
• GBP posts and updates: Post monthly updates about new programs, testimonials, or events. Google favors GBPs with regular, fresh content.
• Review generation and management: Request reviews from discharged patients (with consent and in compliance with FTC guidelines). Respond to all reviews—positive and negative—within 48 hours. In our experience, treatment centers with 30+ verified reviews rank 2–3 positions higher than those with fewer reviews.
• SAMHSA directory listing: Register with the SAMHSA National Helpline and Behavioral Health Services Locator. Verify all facility details (services, languages, insurance accepted).
• Psychology Today and Healthgrades listings: Create profiles on directories your target audience uses. Update treatment modalities, staff credentials, and insurance information. These listings improve your citation footprint and appear in SERPs.
• Local business schema: Implement LocalBusiness schema on your homepage and location pages with operating hours, phone, address, and service descriptions.
• Citation consistency audit: Use a tool or manually audit major directories (Yellow Pages, Yelp, BNI, chamber of commerce) to identify duplicate or outdated listings. Consolidate and update as needed.
• Location-specific content: Create location pages for each facility if you operate multiple centers. Each page should include local keywords, local team bios, and unique program descriptions.
• Mobile-optimized contact form: Ensure inquiry forms load quickly and submit easily on mobile. A broken form on a mobile device directly reduces admissions.

This section is educational. Always consult your legal counsel and compliance officer regarding HIPAA, FTC, and state-specific regulations. Treatment centers operate under heightened scrutiny—compliance gaps damage credibility and create legal exposure.

Compliance & Authority Checklist

• HIPAA form handling: Audit all online forms (inquiry, assessment, intake) to ensure they comply with HIPAA privacy standards. Forms should not be transmitted over unencrypted connections. Verify forms are necessary and collect only essential information. Include a privacy policy link visible on every form.
• Testimonial and outcomes claims: Audit all patient testimonials and recovery success rate claims on your website. Under FTC guidelines, testimonials must be verified and representative. Success rates must be substantiated with evidence and include clear disclaimers (e.g., 'Individual results vary'). Remove unverified or overstated claims.
• FTC testimonial compliance: Ensure testimonials include first and last names, specific outcomes, and dates. Avoid before-and-after claims without substantiation. Include a disclaimer that results are not typical or designed to.
• LegitScript certification: If applicable to your state, pursue LegitScript certification. Display the badge prominently on your homepage. This third-party verification significantly boosts trust, especially with Google.
• Accreditation badges and verification: Display logos for CARF, JCH, state licensing, and other accreditations. Ensure each badge links to the issuing organization's verification page so Google can confirm authenticity.
• Privacy policy and data retention: Post a clear privacy policy explaining how you collect, use, and retain visitor data. Align the policy with HIPAA and state data privacy regulations. Specify how long you retain inquiry data and how prospects can request deletion.
• Terms of service: Create a separate terms of service page outlining user responsibilities and your liability limits. Include language around non-emergency inquiries and crisis hotline information.
• Link to SAMHSA and regulatory resources: In footers or resource sections, link to SAMHSA.gov, your state's substance abuse licensing board, and the NIDA (National Institute on Drug Abuse). These authority links reinforce trustworthiness in Google's eyes.
• Staff credentials and bios: Publish staff credentials (MD, LCSW, CADC, etc.) with photos and short bios. This proves clinical authority. Ensure credentials are current and verifiable.

Not all 47 items have equal impact. Use this framework to prioritize based on effort and potential organic traffic gain.

Quick Wins (implement in days, high-impact): GBP optimization, meta description fixes, schema markup for testimonials (if compliant), review generation, and internal linking. These typically move rankings 2–5 positions and are repeatable.

Foundational Work (implement in weeks, medium-high impact): On-page content optimization, site speed improvements, mobile responsiveness, and compliance audits. These lay the groundwork for sustained rankings but require more effort.

Long-Term Strategy (implement over months, highest cumulative impact): Content expansion, backlink building through partnerships and authority citations, and multi-location local strategy. These compound over time and create defensible competitive advantages.

Parallel Execution: While your team works on content depth, assign compliance and GBP optimization to different owners. Treatment centers often have limited marketing staff, so parallel work accelerates results without overloading one person.

A common pattern in our experience working with treatment centers: quick wins show results in 4–6 weeks (which motivates stakeholders), foundational work drives sustainable rankings in 3–4 months, and competitive strategies pay off at 6+ months.

Completing this checklist is the first step. Implementation is where SEO compounds.

Assign ownership: Designate an owner for each of the four sections (technical, on-page, local, compliance). This ensures accountability and prevents tasks from falling through cracks.

Create a tracking document: Use the checklist as a spreadsheet. Track completion status, owner, deadline, and impact. Revisit quarterly—SEO is iterative, not one-time.

Test and measure: Before launching major changes, test on one program page. Measure impact on rankings, organic traffic, and inquiry submissions over 2–4 weeks. Use results to guide full rollout.

Build team skills: Use this checklist as a training document for staff. Admissions teams should understand how SEO affects their inquiry volume. Marketing teams should know the compliance constraints unique to rehab centers.

Plan for professional help: If technical setup is complex (large sites, multiple facilities, significant ranking drops), consider hiring an agency to conduct a professional audit and implement high-impact changes. The 47-point checklist helps you brief agencies clearly and evaluate their work quality.