If you’ve worked with any of the awesome writers or strategists here at Geonetric, you’ve probably heard them advocating for the best user experience possible. Whether you’re looking at reshaping a single page of content, a complete information architecture overhaul or a new site design – be sure to keep the user central to your decision-making process.
User experience matters in so many ways, but more recently, Google has focused on the quality of a page in terms of search engine optimization (SEO). While it’s not really a brand new idea in the world of SEO, it’s worth revisiting.
“What are some tips for maximizing social media?”
At Geonetric, we get this question quite often. Whether you’re just starting out on social networks or trying to figure out what path to take with your current strategy, it can be difficult to make sense of it all.
With the growing number of social media platforms/networks, it’s not getting easier, either.
Here are five quick tips for getting the most out of social media for your healthcare organization:
Marketing is a fast-paced discipline. Every day, new tactics and opportunities for getting your message out to your target audience are uncovered and vying for budget. Which tactics are best? How do you know if you should put your eggs in the billboard basket or the PPC basket? And how do you measure these tactics in a meaningful way, tying clicks and passerby’s back to actual procedures and service line volume?
No amount of gut instinct can tell you for sure.
A New Approach
That’s why we take a different approach at Geonetric. We launch Responsive Campaigns — campaigns that are flexible, nimble and easy to adjust.
It doesn’t take long for website visitors to make decisions. Within a few seconds, they’re either taking the next step to interact with your organization or(gasp!) moving to the next site.
Your landing page plays a huge role in which choice your visitors make.
Here are three easy things you can do right now to improve your landing pages:
Pay-per-click advertising (and specifically, Google AdWords) is making it easier than ever to target users where and when it matters to them. Google Adwords is launching Enhanced Campaigns – a new way to manage ad campaigns in today’s multi-device world. This is making it even easier to drive targeted traffic to your site, no matter where visitors are or what device they’re using (desktop, mobile, tablet, etc.).
How Do Enhanced Campaigns Work?
Google AdWords Enhanced Campaigns allow you, the advertiser, to create ads that capitalize on the context of someone’s search… things like time of day, device they’re using, and location.
For example, to promote your emergency room, you may want visitors on a mobile device to see an ad with clickable phone number and driving directions, while visitors on a desktop computer view an ad that drives them to a landing page with an online form to reserve a spot. Your ad may even change depending on what time of day it is, or how far the visitor is from your hospital.
Rather than creating several ads for multiple different scenarios, Google will be able to detect the situations, and use your criteria to automatically tailor your one ad to fit the visitors’ specific needs.
The possibilities are endless.
Have you ever logged into Google Analytics and noticed a surprising shift in your metrics or traffic? When you notice large shifts (up or down), it’s probably time for some investigation.
You can start by asking some simple questions:
- Have you made any major content changes that would change your numbers?
- Do you have new marketing campaigns driving traffic to your site?
- Have the search engines made any significant changes that would change your inbound traffic for better or worse?
- Have you done any maintenance on the site that may have changed your tracking code?
Sometimes, you need to dig deep into your analytics for the answers. For example, you may investigate your top referrers to see where traffic is coming from. Is your organic search traffic on the rise? Hmm… maybe your visibility in Google has improved!