How The Beatles Can Inspire Your Content Strategy

beatles_nesting_dolls

My fellow Geonetric peeps know: I’m a die-hard fan of The Beatles. My Iowa license plate is PNYLANE. My desk is littered with the Fab Four.

These four young guys from Liverpool exploded onto the international stage in the early 60s and – armed with a unique sound and flair for fashion – changed the world in a mere decade.

But as I think about how extraordinary my favorite band has been in changing music and pop culture, I thought (nerdily) “How can the Beatles inspire content strategy?”
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Top Tools For Measuring SEO Performance

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If you’re just starting out with a new SEO project (either internally or with your web vendor), you’ll want to measure its success. Luckily, SEO is one of the many tactics that can be tracked closely so you can make informed decisions about next steps and strategy going forward.

With so many tools and platforms available to measure results, though, the big question is: Where can you get the best insights?

Google Search Console

Your first stop should be Google’s own Search Console. Often overlooked, the Search Console gives you deep insight into how the search engine is viewing the health of your website. For example, you’ll find messages for manual penalties such as spam, malware and more. These are items you’ll definitely want to be aware of and get corrected if you should find them in your account.

Beyond those messages, you’ll find important information about keywords that are driving traffic to your website, crawl errors that Google has experienced while working through your site and insight into any other errors that might be hurting your search engine performance. Additionally, you can test your robots.txt and sitemap.xml files, making it easy to correct any errors.

The best part about Search Console (besides being free!) is the data is retroactive. You can set it up today and see historical data for your site even if this hasn’t been on your list in the past.

Search Console should be on your daily (or at least weekly) list of stops for website analytics.

Google Analytics

Speaking of Google Analytics, the tried-and-true analytics platform is a great way to measure how your SEO efforts are paying off.

Some quick ideas for using Google Analytics to measure your SEO performance include:

  1. Watching organic traffic trends. You can find this data under Acquisition -> All Traffic -> Channels. Don’t be afraid to dig a bit deeper to find meaningful trends.
  2. Using specific goals to track conversions from your organic search audience.
  3. Drilling down to see how specific audiences who originated from organic search are performing. For example, how are mobile users finding and interacting with your content? Could that inform the focus of your SEO efforts?
  4. Building a dashboard that includes data telling your organic search story. This might include organic keywords, top landing pages for organic traffic and the source of your organic traffic, for example.

SEO Platforms and Rank Checkers

There are many great platforms available for tracking your overall SEO health. Some are all-in-one solutions while others specialize in one task. Here are some of my favorites:

  1. AuthorityLabs – A simple, effective rank tracker that measures trends in your site’s rankings. Additionally, they can help track your results on a local basisThey have great export functionality for reporting, too.
  2. SEMrush – More of a keyword analysis tool, but also helps with competitive information and overall performance of your own organic/paid efforts. This may be a tool that helps kick off your projects, too.
  3. Moz – One of the all-in-one platforms that offers functionality such as keyword research, SEO project tracking and dashboards for much of your website data.

Putting It All Together

It might seem overwhelming to see all of the options available. However, setting up the right tools for your situation is key. You may be able to get all you need out of Google Analytics, or you might really enjoy Moz as an all-in-one solution.

You can also work with your web partner to help set all of this tracking up or turn over responsibility to them completely. A thorough partner will insist on showing you these reports and using the data to make decisions about next steps for your site’s SEO strategy.

 

 

Does Your Facebook Button Violate HIPAA?

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A lawsuit filed in California on March 15 accuses Facebook, along with a number of high profile healthcare systems and websites, of violating HIPAA and users’ privacy. Initially, this seemed ridiculous, but on reviewing the complaint, there are some interesting and unexpected conclusions to be found.

What did Facebook (allegedly) do?

It turns out when you put Facebook’s “Like” button on a page on your website, it acts like an analytics tracking code – communicating information about the page you’re visiting to Facebook. This information is not just available to Facebook when you click that “Like” button, but as soon as it’s loaded on the page! Facebook is able to connect this information with your profile through a variety of mechanisms and uses it to profile you into some of its 154 health-related segments.

There are a few things the Plaintiffs see wrong with this arrangement.
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Choosing The Right CMS In An Evolving Marketing Landscape

Criteria for choosing a CMS
Choosing the right content management system (CMS) for your success is as important as choosing the right partner, but it seems that with each passing day, the decision gets more and more complex.

Depending on your specific situation you may have internal politics to navigate, and balancing the disparate agendas and opinions within your organization can be no small task. Whether it’s an IT group eager to showcase their capabilities to the rest of the organization, the opinions of influential stakeholders in the C-Suite, or even your very own board of directors, internal stakeholders can easily turn a decision quagmire into a minefield.
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Patient-focused microsite promotes Altru Advanced Orthopedics

Altru Advanced Orthopedics
Altru Health System’s orthopedics clinic was going through some changes. The growing service line was moving to a new facility and underwent a brand change – including getting a new name, Altru Advanced Orthopedics.

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Five Reasons Why Healthcare Organizations Need to Pay Attention to Online Ratings and Reviews

Star Checklist

Are they talking about me? What are they saying? Why would they say that!?

Sounds like a flashback to junior high, but you’re probably asking these same questions when you think about what your audience may be saying about your organization online.

Social media comments and posts have an impact on your organization. What one person posts in a review or on social media has the potential to influence dozens or hundreds of others. And, even more critically, the way you choose to respond is equally influential.

This isn’t a new problem, but it’s a continually growing challenge. It’s easy for a disgruntled patient to post a critical comment on Facebook or a negative review on Healthgrades. It’s also easy for that patient to copy and paste the comment on a handful of sites. For your team, it’s a time-consuming effort to find and respond to all of these posts.

But it’s worth the effort. Here’s why you should monitor and respond to online reviews and social media posts:
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Getting Amped For Accelerated Mobile Pages (AMP)

Amperes dial.

There’s a new project in town that promises to influence how your content performs in search and how your users experience and consume it. If you’re a healthcare marketer responsible for the search and experience side of digital strategy, you’re going to want to keep it on your radar. Early indications already suggest that it has the potential to reshape how you publish content to the web.

So what is this new project? It’s the new Accelerated Mobile Pages (AMP) project.
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Stamford Health Reinvents its Brand and Web Experience

Stamford Health System
When Stamford Health set out to build a new website, their task list was bigger than just improving user experience.

“We wanted to make sure the website was aligned with not only what we learned through analytics, but also to help a user get to the content they needed quickly and easily,” said Christina Di Bona, director of digital marketing at Stamford Health.

Located in Stamford, Conn., this health system had a bold objective: Merge four individual sites – its hospital, foundation, medical group and urgent care center – under one digital umbrella.  It was also time to streamline tasks and functionality for a more intuitive web experience.
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How to Minimize SEO Impact During a Site Redesign or Domain Change

Google search page
Redesigning your website is an exciting process. It usually means you’re making active efforts to improve your site’s user experience and how your organization is represented on the web. You could say something similar about establishing a domain name change—that you’re on the path to a powerful new rebrand for your organization that better represents who you are and what you provide.

But there are scary elements to both of those processes—side effects that might make you squeamish about going through one of them—such as drops in your organic search rankings, broken links, a loss of domain authority or confused users.

Fear not. There are steps you can take to reduce the blowback from these big changes and help mitigate any SEO damage they may cause.

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Navigating Noisy Search Results

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The other day, I noticed this retweet from one of SEO’s top voices, Dr. Pete Meyers (@dr_pete):

The point? Google has gotten noisier and, as a result, changed the strategy for many brands focused on better search visibility.

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VitalSite Improves User Experience Through Better Search

predictive search

I have recently become obsessed with the way that website visitors search for and find content on large, complex sites. This obsession has left its footprints in our recent VitalSite release. Before we focus on the improvements we’ve made to VitalSite, let’s start by considering how the big players utilize search.

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#GEOSTANDOUT: Meet Cole!

meet cole swanson

Geonetric hired about 20 new employees last year – and with that kind of growth it’s hard to get to know all the new people delivering amazing websites and digital marketing to our clients. That’s why our human resources team decided to introduce new employees and share some interesting (and random!) facts about them.

First up, Cole. Cole joined Geonetric’s content team in January as a Web Content Writer. We asked Cole some pretty important questions in order to get to know him better.

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