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

blog header

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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Redesigning Your Healthcare Website: 5 Things to Consider

Image Showing 5 considerations for redesigning a healthcare website

It’s time to redesign you website. Maybe this has been a long time coming, or maybe the decision was made recently and excitement in the air has driven the need for fast turnaround. No matter what your reason, redesigning your organization’s website is a big undertaking and it’s helpful to consider a few important pieces before you begin.

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Voting Results Are In

Voting Booth

Here in Iowa, we recently tallied some very important votes. Here’s what I see as the big takeaways.

  • Near-record participation: From both sides of the aisle, we had fabulous representation. I firmly believe the process works best when as many voices as possible are heard. So participation is an important metric, and we work hard to encourage as many to participate as possible.
  • A winner by a razor-thin margin: Everyone has expectations and goals. So when you hit a personal goal – something you’ve worked hard to achieve – by even the slimmest of margins, it’s difficult not to bask in the victory.
  • Come-from-behind surprises: Each time we go through this process, there are predictions of winners and losers…and then there are some results nobody on the outside predicted. Those unexpected results are important, and not just because they help keep the process interesting and the voters engaged. They’re important because they expose the hard work and focus that are happening every day behind the scenes.
  • Clear momentum: And then there’s that all-important momentum. Not a top-vote-getter, it’s something that shows such a surge, the results actually change the conversation and platform. We certainly saw that in the results.

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Infographic: 2016 Trends in Digital Marketing for Healthcare

ON NOW

Like healthcare itself, the digital marketing landscape is ever-changing and introducing new ideas, technologies and strategies at a rapid pace. 2016 looks to be no different than past years, with more growth and more new ways to engage site visitors and potential patients.

Check out our Top Digital Marketing Trends in Healthcare in 2016 infographic that highlights the trends we see coming, and read this post for more information on where to focus your time and resources in 2016.
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How Altru built a responsive intranet from the ground up

Altrulink, Responsive intranet

Altru Health System (Altru) needed a new intranet. Specifically it needed a responsive one. The Grand Forks, ND-based health system employs more than 4,000 individuals, many of whom need to access information from mobile devices.

But the intranet redesign team knew they faced challenges in making their dream intranet a reality – particularly around having the dedicated resources to develop a new intranet from scratch. That’s why the organization partnered with its digital agency Geonetric to bring AltruLink to life.
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Wheaton Franciscan Healthcare Launches Online Physician Ratings and Reviews

Geonetric Online Physician Ratings and Reviews

When you have great doctors, you like to show them off.

Wheaton Franciscan Healthcare in Southeast Wisconsin has great doctors but was concerned about the lack of provider reviews on external sites like Healthgrades and Vitals. In their experience, only a handful of their doctors had profiles with ratings and reviews on those sites, some of which weren’t reflective of the quality of care being provided, and none of the providers had enough feedback to be statistically significant.

In addition, Wheaton Franciscan’s marketing team knew consumers were using ratings and reviews as a decision support tool both inside and outside healthcare. And they know that with changes in healthcare reform, those consumers will only become more active in decision making as they are asked to cover more and more of their own healthcare expenditures.

For Wheaton Franciscan, these two issues made launching their own provider ratings and reviews more important than ever. They partnered with Geonetric, their digital marketing agency, to make it happen.
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Cottage Health Awakens the Force with New Marketing Video

Cottage Health's video, Germ Wars

If you want to see how Star Wars can possibly be applied to healthcare marketing, look no further than Cottage Health. The southern California-based health system leveraged all the hype around the new movie and created a fun, educational video on infection prevention.

Trust us, the force is strong with this one.
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Taking Advantage of Facebook Groups

facebook-groups

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!

Holzer Health System launches a fully-responsive system site

Screenshot of Holzer's homepage

Holzer Health System’s humble beginnings can be traced back to a seven-bed hospital that opened more than 100 years ago in the Gallipolis, Ohio region. Since then Holzer has grown into a multi-facility healthcare system, currently offering 20 locations across southeast Ohio.

Holzer’s digital needs have grown too, and the team turned to Geonetric to provide a new content management system and support services to aid their expanding system. The new Holzer site is live, and offers lots of new features and functionality. Here’s a few of the highlights.

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