Casey Hansen

About Casey Hansen

Casey possesses extensive social media experience and expertly monitors trends in healthcare social media usage. He uses his industry insight and creative ideas to help Geonetric clients create social media strategies that increase brand awareness and improve loyalty. In addition, Casey also works with clients to develop customized search engine optimization services and search engine marketing campaigns. He reviews analytics and helps clients understand the impact social media, SEO, and SEM have on their overall online marketing efforts.

How Mobile Assistants Will Change the Search Experience

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Something is changing in the mobile search landscape and it might impact how you lay out your search engine optimization strategy in the future.

Enter the Intelligent Personal Assistant (IPA). You might know them by their formal names: Siri, Alexa, Google Assistant or Cortana.

There’s very little data right now on personal assistant usage, but one report suggests over half of adults (56%) are using tools like Siri on their mobile devices. The same report also suggests users in the 18-29 age group tend to use these tools more frequently.
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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.

 

 

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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Taking Advantage of Facebook Groups

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It’s no secret that it’s getting harder and harder to be noticed on Facebook from a marketing perspective. With various news feed and advertising changes, organic posts don’t find their way to your audience like they previously did. It’s frustrating, but there may be a new way forward.

Facebook Groups offers a different platform for interacting with an audience. It’s a more interactive approach, creating a sense of community among members and, ultimately, more value for those members.

In a sense, a Facebook Group is similar to your email marketing list. You have opt-in members who want to engage and are ready to consume your content.

Moz recently posted a fantastic blog post that includes step-by-step instructions for building your own Facebook Group. The author shows how he built a valuable Facebook Group for both his organization and his members. He also offers some tips for running a strong group.

It’s definitely worth a read, especially as you’re looking for new ways to engage your audience(s) in 2016!

How-To: Build a Blog for Physician Promotion

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The idea of content marketing is certainly hot right now. A strong content marketing strategy does a lot of promotional work for you, but also provides immediate value to your audience. This type of marketing can take many forms, but blog posts are a common way of generating buzz, traffic to your website and, ultimately, more patients/interactions at your organization.

Let’s set aside the technical aspect of creating and maintaining a WordPress blog for now and focus on the strategy of writing great content, getting physicians on board and putting that content to work for your marketing goals.
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Tell Your Web Story Using Data

The case for data-driven decision making

The day has finally come to roll out your new marketing campaign. As a marketer or webmaster, you’re feeling great. You have created both online and offline tactics and you’re driving traffic to a landing page that’s clean, to-the-point and ready to convert site visitors into patients.

One small detail remains: How will you track your efforts and report on the success of your campaign?

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What Facebook’s Latest Announcements Mean to You

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Our friends at Facebook are at it again. And by “it”, we mean shaking up the social world as only they can!

Actually, the changes aren’t too bad this time around, but they did announce some news recently that your healthcare organization may want to utilize in your own Facebook strategy.

Let’s take a quick look at the highlights.

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Is Live Video Streaming the Right Social Tool for Your Hospital?

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It’s hard to ignore the latest Internet sensations sweeping across the Web. First there was Meerkat and it’s quick rise to — and even faster fall from — popularity. Then there was Periscope, which became a smash hit and all but made Meerkat a joke.

Regardless of the rivalry, the real conversation is around these live video streaming tools for the Twitter platform and if they make sense to add to your hospital’s social media tool set.

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From Schema.org Markup to Duplicate Content: Followup Questions From Our Recent SEO Webinar

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Our latest SEO webinar for healthcare marketers provided some insights into what your SEO strategy should look like for 2015 and beyond. We had many great questions during the presentation and just didn’t have the time to get to all of them. Because of that, I wanted to follow up and answer them here.
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Strong SEO Fundamentals Pay Off for Olmsted Medical Center

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We’re always telling our clients how valuable content is to their overall search engine optimization strategy. Of course, content comes in many shapes and sizes, but in this case, we’re talking about your good ‘ol service line content — the content that does a lot of the heavy lifting for your website.

That’s why when Olmsted Medical Center (OMC) came to Geonetric for help boosting the search visibility for their women’s health services, we immediately dove in and started working on better content.

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Google Recognizing “Mobile-Friendly” Pages in Search Results


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It’s no secret that mobile traffic is up significantly. After all, many of you are probably reading this very blog with some sort of mobile device. Even if you’re not, it’s probably within arm’s reach!

Google recently announced that they will start letting users know which pages in the search results appear to be mobile-friendly. It’s a useful feature that I think will really help users know which results to choose when doing a search.

According to Google, pages may be marked “mobile-friendly” if they avoid using technology such as Flash (which isn’t very friendly to mobile devices), has design and content elements that size appropriately for such devices (responsive design, anyone?) and they may even detect how far apart links are from each other.
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Google Releases “Pigeon” Algorithm Update

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One thing we know for sure in the world of SEO is that change is the only constant. Last week, Google made yet another algorithm change, this time targeting the location-specific search results.

And, yes, this one was also named after an animal. We would like to introduce you to “Pigeon!” (We’re not in charge of the names here. Promise.)

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Why Your Homepage Doesn’t Matter

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Do you have stakeholders in your organization constantly asking to be featured on your site’s home page? Well, the trick may be on them!

The truth is, users find their way into your website in many different ways. While the homepage may be a popular entry point, if your search engine marketing tactics (search engine optimization, pay-per-click ads, etc.) are working properly, users are finding their way to the exact landing page on your site that can answer their question. They may never see the home page!

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6 Resources Everyone in the Search Marketing Industry Should Be Using

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One question Geonetric hears from clients is, “How do you keep up with all these changes in SEO, PPC, and social media?” Good question!

I shared my reading list with attendees of Geonetric’s 2014 eHealth Client Symposium: Camp Reboot, and thought others may benefit from this list as well. A word of caution: these blogs will turn you into a search marketing geek in no time flat.

So, what do I read in my free time to keep up with Google, Bing and the other cast characters in search and social media? Here’s my current reading list:

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