Glossary

  • b

  • Definition Brand vs non-brand refers to separating marketing efforts for searches that include your organization’s name (brand) versus searches for services without your name (non-brand). Key Takeaways Brand traffic is usually cheaper and higher converting, but it is not full-funnel(...)
  • Definition Branding is the identity and perception of your organization, shaped by your name, visuals, messaging, tone, and the experience people have when interacting with you. Key Takeaways Branding is not just a logo. It is how the experience feels to a family calling for(...)
  • Definition Broken links are links that lead to missing pages or errors, such as a 404 page not found. Key Takeaways Broken links create frustration and reduce trust, especially on urgent decision pages. They can waste crawl budget and weaken internal linking. Fixing broken(...)
  • Definition A business directory is a website that lists businesses with contact details, categories, and sometimes reviews, such as general directories and industry-specific directories. Key Takeaways Directories can support local visibility and trust when accurate and(...)
  • Definition A buyer persona is a profile that describes a target audience segment, including their needs, concerns, decision triggers, and how they evaluate options. Key Takeaways Personas help align messaging, pages, and calls with real decision drivers. In treatment marketing,(...)

  • c

  • Definition Call-only ads are formats designed to drive phone calls directly from the ad, while call extensions add a phone number to standard search ads so users can either click to the site or call. Key Takeaways Call-only formats can increase call volume but can also increase(...)
  • Definition Call recording is the practice of capturing inbound and outbound calls for quality assurance, training, and performance review, typically through a call tracking or phone system. Key Takeaways Recordings can improve close rate through coaching and consistency. Handle(...)
  • Definition A call recording QA scorecard is a structured checklist used to evaluate intake calls for quality, consistency, and conversion best practices. Key Takeaways Scorecards turn subjective call reviews into repeatable coaching. A strong scorecard focuses on empathy,(...)
  • Definition Call routing is the process of directing inbound calls to the right person or team based on rules like location, program type, language, time of day, or urgency. Key Takeaways Routing affects answer rate, speed to response, and lead experience. Your marketing promises(...)
  • Definition Call routing maps are documented rules that define where calls should go based on factors like program type, location, time of day, and overflow conditions. Key Takeaways A routing map prevents missed calls and inconsistent handoffs. Maps help marketing and admissions(...)
  • Definition A call to action (CTA) is the prompt that tells a visitor what to do next, such as “Call now,” “Verify insurance,” or “Schedule an assessment.” Key Takeaways CTAs should reduce uncertainty and clarify next steps. Treatment CTAs work best when they are supportive and(...)
  • Definition Call tracking is the practice of using trackable phone numbers and reporting to understand which marketing sources drive calls and what happens on those calls. Key Takeaways Call tracking is essential when calls are the primary conversion. Outcome tagging turns call(...)
  • Definition A canonical tag is an HTML element that tells search engines which version of a page is the preferred version when similar or duplicate pages exist. Key Takeaways Canonical tags help consolidate ranking signals when multiple URLs show similar content. They are a(...)
  • Definition A chatbot is an automated conversation tool on a website or messaging platform that answers questions, captures lead details, or routes people to the right next step. Key Takeaways Chatbots can reduce friction when phone coverage is limited, but they must not replace live(...)
  • Definition Citation and source selection refers to how AI systems decide which pages, profiles, and references to use when generating a summary. The model may select sources based on perceived credibility, clarity, and alignment with the query. Why It Matters For Addiction Treatment And(...)
  • Definition Click-through rate (CTR) is the percentage of people who click an ad or link after seeing it. It is calculated as clicks divided by impressions. Key Takeaways CTR measures engagement, not lead quality. In treatment marketing, high CTR can still produce low-fit calls if(...)
  • Definition Cloaking is a deceptive practice where a website shows different content to search engines than it shows to users. Key Takeaways Cloaking violates search engine guidelines and can lead to ranking loss or manual actions. Treatment and healthcare categories face higher(...)
  • Definition Completion rate is the percentage of people who finish a desired action, such as completing a form, finishing a video, or completing a multi-step intake flow. Key Takeaways Completion rate reveals friction in forms and multi-step processes. In treatment marketing,(...)
  • Definition Consent mode is a measurement approach that adapts tracking behavior based on a user’s consent choices. It allows analytics and advertising systems to model certain signals when full tracking is not permitted. Why It Matters For Addiction Treatment And Behavioral Health(...)
  • Definition A content calendar is a plan that schedules what content will be created, when it will be published, and where it will be promoted. Key Takeaways A calendar keeps content aligned with program priorities and seasonal demand. Treatment content should map to intent, not(...)