5 SEO Mistakes That Are Costing Your Pregnancy Center Clients

By Cornerstone Marketing Strategies

Search Engine Optimization (SEO) is the difference between being found and being invisible. When a woman in your community searches “pregnancy help near me” at midnight, will your center appear—or will she only find abortion providers? These five mistakes are keeping you hidden.

The SEO Reality for Pregnancy Centers

Let’s start with a hard truth: If you’re not on the first page of Google, you might as well not exist.

The data is clear:

75% of users never scroll past the first page of search results
The top 3 results get 54% of all clicks
Position #1 gets 10x more clicks than position #10

For pregnancy centers, this isn’t just about web traffic—it’s about lives. Every woman who searches for pregnancy help and doesn’t find you is a potential lost opportunity.

The good news? Most pregnancy centers are making the same five mistakes. Fix these, and you’ll outrank your competition—including abortion providers—within weeks.

Mistake #1: You’re Avoiding the Word “Abortion” on Your Website

The Problem:

Many pregnancy centers carefully avoid using the word “abortion” anywhere on their websites. Their reasoning makes sense emotionally:

“We don’t want to promote abortion”
“We’re a life-affirming center, not an abortion clinic”
“Our board says we shouldn’t use that word”

But here’s what Google sees: If you never use the word “abortion,” Google doesn’t know you’re relevant to abortion-related searches.

The Reality:

When a woman searches “abortion clinic near me” or “abortion pill information,” Google scans millions of websites looking for the most relevant match. If your website doesn’t contain these terms, you’re automatically disqualified from appearing in her results.

Meanwhile, abortion providers use these terms hundreds of times across their sites. They rank #1, #2, #3. You don’t appear at all.

Why This Is Devastating:

Research shows that women actively considering abortion use search terms like:

“Abortion clinic near me”
“Abortion pill cost”
“How to get an abortion”
“Abortion services [city]”

If you’re not using these terms on your website, you’re invisible to the women who need you most urgently.

The Fix:

Create content that uses abortion-related keywords strategically and ethically.

Pages You Should Create:

“Considering Abortion? Understanding Your Options”
- Use “abortion” naturally throughout
- Address common abortion-related questions
- Provide factual information about abortion procedures
- Explain why an ultrasound matters before any decision
- Clear CTA to schedule free consultation
“Abortion Pill Information”
- What the abortion pill is
- How medication abortion works
- Risks and side effects
- What women should know before taking it
- Why getting an ultrasound first is important
- Alternatives and support available
“Abortion Alternatives in [Your City]”
- Parenting support resources
- Adoption information
- Financial assistance programs
- Your center’s free services
- Community resources

How to Use “Abortion” Appropriately:

✅ DO:

Use it in page titles and headings
Include it in factual, medical context
Pair it with “alternatives,” “information,” “facts,” “options”
Use it naturally in sentences

❌ DON’T:

Use graphic language or imagery
Make it preachy or political
Stuff it awkwardly into every sentence
Use it without providing genuine value

Example of Appropriate Usage:

Page Title: "Abortion Pill Facts: What You Should Know"

First paragraph: "If you're considering the abortion pill 
(medication abortion), it's important to have accurate 
information about how it works, potential risks, and 
alternatives before making your decision. At [Center Name], 
we provide free ultrasounds and factual information about 
all your pregnancy options, including abortion, parenting, 
and adoption."

The SEO Impact:

Once you add abortion-related content:

You’ll start appearing for abortion-intent searches
Google will understand your site’s relevance
You’ll capture traffic currently going only to abortion providers
Your organic traffic from abortion-minded women will increase dramatically

Pro Tip: Create a dedicated “Resources” or “Information” section of your website for these pages. This allows you to provide comprehensive information while maintaining your homepage’s focus on hope and support.

Mistake #2: Your Google My Business Listing Is Incomplete (or Invisible)

The Problem:

When someone searches “pregnancy center near me” or “abortion clinic near me,” Google shows a map with local businesses. This is called the “Local Pack” and it appears ABOVE all other organic search results.

Many pregnancy centers either:

Haven’t claimed their Google My Business (GMB) listing at all
Claimed it years ago but never update it
Have incomplete information
Never post updates or respond to reviews

If you’re not optimizing GMB, you’re giving up prime real estate to abortion providers.

The Reality:

The Local Pack is mobile gold. It shows:

Your location on a map
Your phone number (click-to-call)
Your hours
Reviews and ratings
Photos

For women searching on phones (73% of pregnancy-related searches), this is often the ONLY thing they see before clicking.

Why This Is Devastating:

If your GMB listing is incomplete or inactive:

You may not appear in the Local Pack at all
If you do appear, you look unprofessional compared to competitors
Women can’t easily call you with one tap
You miss the opportunity to share your story through posts and photos

Meanwhile, abortion clinics maintain pristine GMB profiles with 5-star reviews, professional photos, and weekly updates.

The Fix:

Optimize your Google My Business listing completely.

Step 1: Claim Your Listing (If You Haven’t)

Go to google.com/business
Search for your business name
Click “Claim this business” or “Add your business”
Verify ownership (usually via postcard to your address)

Step 2: Complete EVERY Field

Business Information:

Accurate business name (exactly as it appears on your signage)
Complete address
Phone number (make sure it matches your website)
Website URL
Business hours (be specific—including holidays)
Business description (use keywords naturally: “pregnancy center,” “free ultrasounds,” “options counseling”)

Categories: Add all relevant categories:

Primary: “Pregnancy Care Center” or “Women’s Health Clinic”
Additional: “Social Services Organization,” “Family Counseling Service,” “Adoption Agency” (if applicable)

Services: List every service you offer:

Free pregnancy testing
Free ultrasound
Options counseling
Material assistance
Parenting classes
Adoption information
STD testing (if offered)
Post-abortion support (if offered)

Attributes: Check all that apply:

Wheelchair accessible
Free Wi-Fi
LGBTQ+ friendly (if appropriate for your center)
Family-friendly

Photos: Upload at least 10-15 high-quality photos:

Building exterior (so visitors can find you)
Waiting room
Exam rooms (if appropriate and not showing clients)
Staff photos (with permission)
Your team in action (counseling, events, community service)

Step 3: Post Weekly Updates

GMB allows you to create posts that appear in your listing. Use this feature!

Post Ideas:

“Did you know we offer free ultrasounds? No appointment necessary.”
“Unplanned pregnancy? We’re here to help. Call or text us today.”
“Our pregnancy counselors are licensed and experienced. Confidential support available.”
“New: We now offer evening appointments for your convenience.”

Post Format:

Include a compelling photo
Keep text brief (2-3 sentences)
Include a call-to-action (Call Now, Learn More, Schedule)
Post every 3-7 days

Step 4: Generate and Respond to Reviews

Reviews impact your ranking AND your conversion rate.

How to Get Reviews:

Ask satisfied clients (with appropriate HIPAA considerations)
Send follow-up emails 1-2 weeks after appointments
Make it easy (provide direct link to your review page)
Never incentivize reviews (against Google policy)

Review Request Template: “Your privacy is important to us. If you felt supported during your visit and would like to share your experience (without personal details), we’d appreciate a review. [Link] Thank you for letting us serve you.”

Responding to Reviews:

Respond to EVERY review (positive and negative)
Thank reviewers for their feedback
Keep responses professional and brief
Never share client details or violate confidentiality

The SEO Impact:

A fully optimized GMB listing:

Increases your chances of appearing in the Local Pack by 300%+
Drives more phone calls (one-tap calling)
Improves your overall Google rankings
Builds trust with potential clients

Warning: Keep your information consistent across ALL platforms (website, GMB, Facebook, directories). Google checks for consistency. If your address is “123 Main Street” on your website but “123 Main St” on GMB, it can hurt your rankings.

Mistake #3: Your Website Has Zero Local SEO Signals

The Problem:

Google uses hundreds of ranking factors to determine which results to show. For local searches (like “pregnancy center near me”), location signals are critical.

Many pregnancy centers have websites that could be located anywhere. There’s no indication of:

What city they serve
Their physical location
The communities they help
Local landmarks or references

If Google doesn’t know WHERE you are, it can’t show you to people searching in your area.

The Reality:

Local SEO is different from general SEO. Google wants to show people results that are geographically relevant. If you’re not sending strong location signals, you’re at a massive disadvantage.

Why This Is Devastating:

A woman searching “pregnancy center near me” wants help nearby—today, not next week. If your website doesn’t scream “WE’RE IN YOUR CITY,” Google will show her competitors instead.

Abortion clinics excel at local SEO. They mention their city, surrounding communities, and local landmarks extensively.

The Fix:

Embed location signals throughout your website.

Strategy 1: City/Region in Key Places

Add your city name to:

Page titles: “Pregnancy Center in [City] | Free Ultrasounds”
Headlines: “Serving [City] and [County] Since 2005”
Body content: “At [Center Name], we’ve helped women in [City] for over 15 years…”
Footer: “Proudly serving [City], [Nearby City], and [County]”
Image alt text: “Pregnancy center waiting room in [City]”

Strategy 2: Create Location-Specific Pages

If you serve multiple cities or counties:

Examples:

“Pregnancy Help in [City 1]”
“Free Ultrasound in [City 2]”
“Serving [County Name]”

Each page should include:

Unique content about serving that specific area
Local landmarks or references
Directions from that city
Phone number and address
Map embed

Strategy 3: Add Schema Markup

Schema is code that tells Google exactly what your business is and where it’s located.

Key Schema Types for Pregnancy Centers:

LocalBusiness
MedicalBusiness (if applicable)
Address
Phone number
Hours of operation
Services offered

You can add schema manually or use a plugin (like Yoast SEO for WordPress).

Strategy 4: Get Listed in Local Directories

List your center in:

Yelp
Yellow Pages
Chamber of Commerce directory
Local business associations
Healthgrades (if applicable)
Care Net directory
Heartbeat International directory
Local church websites
Community resource listings

Critical: Keep your Name, Address, and Phone (NAP) identical across ALL listings.

Strategy 5: Create Local Content

Blog about local topics:

“Pregnancy Resources in [City]”
“Where to Find Free Baby Items in [County]”
“[City] WIC Office Information”
“Adoption Agencies Serving [Region]”
“Maternity Resources in [City]”

This shows Google you’re genuinely embedded in the local community.

Strategy 6: Embed Google Maps

Add a Google Map to your Contact page showing your location. This creates another geographic signal.

The SEO Impact:

Strong local SEO signals:

Increase your visibility in “near me” searches by 200%+
Help you appear in the Local Pack
Improve rankings for “[city] pregnancy center” searches
Build credibility with both Google and potential clients

Mistake #4: Your Website Loads Too Slowly (Especially on Mobile)

The Problem:

Most pregnancy center websites load slowly—often 5, 7, or even 10+ seconds on mobile devices.

Why? Common culprits:

Massive, uncompressed image files
Too many plugins
Cheap, slow hosting
Outdated website platforms
No caching
Unoptimized code

Page speed is a direct Google ranking factor. Slow sites rank lower.

But more importantly: If your site takes more than 3 seconds to load, most visitors will leave before they see anything.

The Reality:

Mobile users are impatient. They’re often searching in stressful moments—pregnancy scares, relationship crises, late-night anxiety. They need answers NOW.

Every additional second of load time:

Increases bounce rate by 32%
Decreases conversions by 7%
Damages your Google rankings

The data is brutal:

1-3 seconds: Acceptable
3-5 seconds: 32% of users will leave
5-10 seconds: 90% will leave
10+ seconds: She’s gone, forever

Why This Is Devastating:

You might have the best content, the most compassionate messaging, and the perfect services—but if your site loads slowly, she’ll never see any of it.

She’ll click the back button and go to the next result, which is often an abortion provider with a lightning-fast website.

The Fix:

Speed up your website dramatically.

Step 1: Test Your Current Speed

Go to: developers.google.com/speed/pagespeed/insights

Enter your website URL and check BOTH:

Mobile score (most important)
Desktop score

Target Scores:

80-100: Excellent
60-79: Needs improvement
0-59: Critical problems

Most pregnancy center sites score 20-50 on mobile. This is a crisis.

Step 2: Fix the Biggest Problems

Problem 1: Huge Image Files

Images are usually the #1 speed killer.

Solution:

Compress all images before uploading (use TinyPNG.com or similar)
Target: Under 200KB per image
Use appropriate dimensions (don’t upload 5000px wide images if they display at 800px)
Convert to modern formats (WebP is smaller than JPEG)
Use lazy loading (images load only when user scrolls to them)

Problem 2: Slow Hosting

If you’re on shared hosting for $5/month, you get what you pay for.

Solution:

Upgrade to quality hosting ($20-40/month):
- WP Engine (WordPress-specific)
- SiteGround
- Kinsta
Or use a speed-focused hosting service
Managed hosting handles many optimizations for you

Problem 3: Too Many Plugins (WordPress)

Every plugin adds code that needs to load.

Solution:

Audit your plugins
Delete unused plugins (not just deactivate—DELETE)
Combine functionality where possible
Keep only essential plugins

Problem 4: No Caching

Caching stores a “ready-to-go” version of your pages.

Solution:

Install a caching plugin (WP Rocket, W3 Total Cache)
Enable browser caching
Use a Content Delivery Network (CDN) like Cloudflare (free)

Problem 5: Render-Blocking Resources

Some code blocks the page from displaying until it loads.

Solution:

Defer JavaScript loading
Optimize CSS delivery
Eliminate render-blocking resources (Google PageSpeed will identify these)
This is technical—may need developer help

Step 3: Mobile-Specific Optimizations

Simplify Mobile Design:

Fewer elements on mobile vs. desktop
Compress mobile images even more aggressively
Minimize pop-ups and interstitials
Use mobile-specific themes/designs

Step 4: Monitor Ongoing

Speed isn’t one-and-done:

Test monthly with PageSpeed Insights
New content can slow things down
Plugins/themes need updates
Hosting quality can degrade

The SEO Impact:

A fast website:

Ranks higher in Google (speed is a ranking factor)
Reduces bounce rate dramatically
Increases conversions by 30-50%
Improves user experience (leading to better engagement signals)

Real Example:

We’ve worked with centers that improved from:

8 second mobile load → 2.1 seconds
Bounce rate: 78% → 41%
Conversion rate: 1.2% → 4.8%

Same content. Same messaging. Just faster.

Mistake #5: You Have No Content Strategy (Your Blog Is Dead or Non-Existent)

The Problem:

Most pregnancy center websites have either:

No blog at all
A blog with 3 posts from 2018
Generic posts like “Happy Mother’s Day!” that don’t help with SEO
No strategy—just random posts when someone has time

Content marketing is how you compete with better-funded abortion providers.

The Reality:

Google loves fresh, relevant content. Websites that regularly publish valuable content:

Rank higher
Appear for more search terms
Build authority and trust
Capture long-tail searches

Abortion providers understand this. They publish articles, guides, and resources constantly. That’s one reason they dominate search results.

Why This Is Devastating:

Every article you DON’T publish is:

A keyword opportunity you’re missing
A question women are asking that you’re not answering
Traffic going to competitors instead
A chance to educate and reach women earlier in their pregnancy

Without content, you’re competing for a tiny slice of searches. With content, you can rank for hundreds or thousands of terms.

The Fix:

Build a strategic content marketing program.

Step 1: Identify Your Content Pillars

Content pillars are the main topics you’ll write about:

For Pregnancy Centers:

Pregnancy information (symptoms, testing, early signs)
Abortion information (procedures, risks, alternatives)
Parenting resources
Adoption information
Local resources and support

Step 2: Do Keyword Research

What are women in your area actually searching for?

Tools to Use (Free):

Google Autocomplete (start typing, see suggestions)
Google’s “People Also Ask” section
Google’s “Related Searches” at bottom of results
AnswerThePublic.com (shows common questions)

Example Keywords for Content:

“How soon can I take a pregnancy test”
“Early signs of pregnancy”
“Abortion pill side effects”
“How much does adoption cost”
“Single mom resources [city]”
“Free baby items [city]”
“What to expect at a pregnancy center”

Step 3: Create a Content Calendar

Plan content in advance.

Recommended Frequency:

Minimum: 2 posts per month
Good: 1 post per week
Ideal: 2 posts per week

Sample Monthly Calendar:

Week 1: Pregnancy information post
Week 2: Abortion-related facts post
Week 3: Local resources post
Week 4: Parenting/adoption post

Step 4: Write SEO-Optimized Content

Each blog post should:

Length: 1,200-2,000 words (long enough to be comprehensive)

Structure:

Clear, keyword-rich title
Introduction addressing the search query
Subheadings (H2, H3) with keywords
Short paragraphs (3-4 lines max)
Bullet points and lists
Conclusion with clear CTA

SEO Elements:

Target keyword in title
Target keyword in first paragraph
Target keyword in at least one subheading
Target keyword 3-5 times throughout (naturally)
Internal links to other pages on your site
External links to credible sources
Images with descriptive alt text
Meta description (155 characters summarizing post)

Example Post Structure:

Title: "How Soon Can You Take a Pregnancy Test? Everything You Need to Know"

Introduction: Address the question immediately

Section 1: "Types of Pregnancy Tests"
Section 2: "When to Take a Pregnancy Test for Accurate Results"
Section 3: "What Do Pregnancy Test Results Mean?"
Section 4: "What to Do If Your Test Is Positive"
Section 5: "Free Pregnancy Testing at [Center Name]"

Conclusion: Recap + CTA to schedule free test

Step 5: Content Types That Work

Educational Posts:

How-to guides
Listicles (“10 Early Signs of Pregnancy”)
FAQs answered
Medical information explained

Local Resource Posts:

“Free Baby Items in [City]”
“Pregnancy Resources in [County]”
“WIC Offices Near You”

Personal Stories (with permission):

Client testimonials
Staff perspectives
Adoption stories
Parenting journeys

Abortion-Related Content:

“What You Should Know About the Abortion Pill”
“Abortion Procedures Explained”
“What Abortion Providers May Not Tell You”
“Considering Abortion? Questions to Ask First”

Step 6: Promote Your Content

Don’t just publish and forget:

Distribution:

Share on Facebook, Instagram
Email to your newsletter list
Post link on Google My Business
Share in community groups (where appropriate)
Text link to clients who might benefit

Repurpose:

Turn blog posts into social media posts
Create infographics from data
Make short videos summarizing key points
Use in email newsletters

The SEO Impact:

A consistent content strategy:

Increases the number of keywords you rank for (10x-100x more)
Brings in traffic from educational searches (early-stage research)
Builds domain authority (helps ALL pages rank better)
Generates backlinks (when others reference your content)
Positions you as the expert in your community

Real Example:

Centers we’ve worked with that committed to consistent content:

Before: Ranked for 47 keywords
After 6 months: Ranked for 580+ keywords
Traffic increase: 340%
Appointment requests from blog content: 20-30 per month

Bonus: Quick SEO Wins You Can Implement Today

Beyond fixing these five major mistakes, here are quick wins:

Technical SEO:

✓ Install SSL certificate (make site HTTPS)
✓ Submit XML sitemap to Google Search Console
✓ Fix broken links (use Broken Link Checker plugin)
✓ Create robots.txt file
✓ Add breadcrumb navigation

On-Page SEO:

✓ Write compelling meta descriptions for all pages
✓ Use descriptive URLs (yoursite.com/free-ultrasound not yoursite.com/page-7)
✓ Add alt text to all images
✓ Internal link between related pages
✓ Use header tags properly (H1, H2, H3)

Local SEO:

✓ Get listed on Yelp, Yellow Pages, etc.
✓ Ensure NAP consistency everywhere
✓ Add location schema markup
✓ Create location-specific pages
✓ Get backlinks from local sites

Content:

✓ Update old blog posts with fresh info
✓ Add FAQ page targeting common questions
✓ Create resource pages linking to helpful sites
✓ Write about local events/community involvement

The Bottom Line

These five SEO mistakes are costing you clients every single day:

Avoiding “abortion” keywords = Invisible to abortion-minded women
Incomplete Google My Business = Missing the Local Pack
No local SEO signals = Not appearing in “near me” searches
Slow website = High bounce rate, low conversions, poor rankings
No content strategy = Missing hundreds of keyword opportunities

The good news? Every single one is fixable. You don’t need a massive budget or technical expertise. You need:

Willingness to use abortion-related keywords strategically
2 hours to properly set up Google My Business
Investment in better hosting and image optimization
Commitment to publishing 1-2 blog posts per week
Consistent effort over 3-6 months

The pregnancy centers that fix these mistakes consistently see:

200-400% increases in organic traffic
3-5x more appearance in local search results
50-70% improvements in conversion rates
Significantly more abortion-minded client appointments

The women in your community are searching for help right now. The question is: Are they finding you, or are they finding abortion providers instead?

Need Help Fixing These Mistakes?

Get a Free SEO Audit: We’ll analyze your website, identify all SEO problems, and prioritize fixes based on impact.

Schedule an SEO Strategy Session: Let’s discuss your current rankings, competition, and create a 90-day plan to dramatically improve your visibility.

Call or Text: 573-395-6044

Don’t let these fixable mistakes cost you another day of reaching women who need your help.

Get Started

About Cornerstone Marketing Strategies: We specialize in SEO for pregnancy centers and pro-life organizations. Our SEO strategies have helped centers dramatically increase their organic traffic and reach significantly more abortion-minded women. With over 400 campaigns managed and deep expertise in the unique challenges pregnancy centers face online, we know how to get you found by the women who need you most. Contact us to learn how we can transform your online visibility.