Abortion rights supporters are trying to reduce barriers to access through search keywords - The 19th*

Anti-abortion activists have long dominated the online search strategy game, driving traffic to crisis pregnancy centers. Post-Roe, that’s starting to change.

Google searches for information began to surge immediately after Roe v. Wade was overturned.

In the four weeks since the Supreme Court’s Dobbs v. Jackson Women’s Health Organization ruling, searches for “medication abortion pills” have gone up by 70 percent; “do abortion pills expire” are up 350 percent; “abortion pills Amazon” are up 80 percent. People Googling for “states where abortion is illegal map” has gone up over 1,050 percent in the past month.

As more people search for information on abortion access in a post-Roe world, anti-abortion organizations have a leg up because of their long-time investment and savvy in the digital space. And as searches for information on abortion surge, abortion clinics and other services are trying to get accurate information in front of people.

Crisis pregnancy centers, largely non-medical sites that aim to dissuade people from getting abortions, have been very effective in getting people seeking abortions through their doors, in part by billing themselves as medical clinics though they often have little to no medical staff. Many offer ultrasounds for free, but then present pregnant people with misleading or outright false information.

Crisis pregnancy centers have invested heavily in Google Ads, a service that allows companies to pay for sponsored search results to turn up at...

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