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!
Another day, another social media announcement. This time, it’s our friends at Facebook making news with the announcement of their new “Graph Search.”
Essentially, this announcement means better search functionality within Facebook. You’ll be able to easily find friends (and fan pages) that have liked certain things, have visited certain places or know certain people. That’s just a few examples of what will be easily found.
Your Fan Page
Over 1,200 healthcare organizations have official Facebook fan pages that they manage. What do the new changes mean for fan page admins?
Here at Geonetric, we’re constantly cooking up new and exciting ways for our clients to engage with their patients. These days that engagement conversation often turns to tools like Facebook, Twitter, YouTube and many others.
You know – that social media stuff.
But along with generating creative ideas, we’re in love with measuring the tactics we use. Some might even call it an obsession.
We’ve been pay-per-click advertising gurus at Geonetric for many years. We’ve helped clients build their brand awareness, drive registrations for events at their hospitals and push memberships at their fitness facilities – just to name a few.
Today we are happy to announce our new status as a “Google AdWords Certified Partner.” This status is given to companies that manage a certain amount of ad spend and have qualified individuals on staff that specialize in Google AdWords advertising techniques.
It Just Keeps Getting Better
When you put this latest achievement together with our on-staff individuals who are also “Microsoft Advertising Accredited Professionals;” you can see that Geonetric continues to be dedicated to pushing the envelope in online marketing with both Google and Microsoft/Bing.
When you think of search, you typically think of Google. When you think of online advertising, you typically think of Google. So it stands to reason that when you plan for a pay-per-click campaign, you typically want to launch it on Google AdWords.
Our paid search efforts primarily focus on this exclusive audience, and rightly so, since Google is the ruling search engine. But at Geonetric, we’ve always kept a watchful eye on the ‘ugly ducklings’: Bing and Yahoo, especially in light of several recent announcements regarding format changes aimed at challenging Google’s empire.
We think there’s value in sharing your ad budget and optimizing across the board. You don’t want to become so preoccupied with your daily Google devotion that you miss out on valuable gains from some impressive secondary search contenders, like Bing. And here’s why:
DuckDuckGo. Blekko. Bing.
You’ve probably heard of that last search engine, but what about the first two? It may be time to start paying attention to some of the new competitors in the search market.