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.
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.
It’s no surprise that Google is a big promoter of HTTPS Everywhere. They’ve even promised a ranking boost to HTTPS URLs in search results. Of course, whether this ranking boost exists or not is the subject of much debate. Still, one thing is clear: Google is doubling down on HTTPS.
Search engine optimization (SEO) is tricky. Keeping on top of the latest algorithm changes and shifting search trends can be a full-time job in and of itself. And it’s one that never seems to end.
That’s why many of our clients seek our SEO services. They often have so many things on their plates that they’re not able to set aside the time needed to make large changes to their organization’s SEO strategy.
If you’re not yet ready or able to seek help, here are five things to keep in mind as you execute your SEO strategy.
If you’re like most healthcare marketers, you go to great lengths to make sure your service lines rank high in Google search.
But Google is a funny thing. It’s always changing and throwing new surprises your way that make you rethink your SEO strategies and tactics in a fresh and interesting light. What worked last month might hurt your rankings today. And a new update coming up might reset everything all over again.
So what do you do when you see your site rankings start to slip? Do you invest in a big content overhaul? Or fight back with smaller tweaks?
There’s a case for both options. And depending on the state of your current site content, sometimes, small changes can lead to big results.
Whether you’re shopping for a new pair of shoes, streaming music or seeking healthcare services in your community, you’re often starting with a search engine. And so are your patients, visitors, donors and other target audiences. We’re all doing it – at a rate of about 40,000 searches per second.
So how do you stand out from the pack? It’s not as difficult as you probably think.
At the end of January, I had a chance to share the top three trends to focus on in health care digital marketing for 2015. If you missed it, please feel free to download the session or watch the video. I answered some great questions, but there were certainly more I couldn’t get to within the hour. So let’s answer them now!