The beautiful thing about healthcare marketing in a digital world is that you’re rarely left wondering if you’re getting it right. Long gone are the days of guessing the effectiveness of a promotion or channel. With tools ranging from vanity URLs to event tracking, heatmapping to website analytics, we have access to more data now than ever before.
But data in and of itself doesn’t do a whole lot for you. The real value lies in what you do with it.
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.
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.
It seems like, almost every day, there’s a new digital marketing tool or platform to help you push forward your online and offline marketing efforts. And there’s nothing more exciting for a marketer than to work with a client who’s willing to give all the cool new tricks a try to see how they work.
That’s what Geonetric found in the marketing team at Genesis Health System when we teamed up to promote their BirthCenters in Davenport, Iowa, and Silvis, Illinois.
I love learning and talking about content strategy. And writing. And editing. Oh, and style guides. Man, do I love a good style guide. Seriously. It totally pumps me up.
Luckily, at Geonetric, I’m surrounded by people who feel the same way. And just last week, four of us braved Midwestern road construction season and drove north to Minneapolis for Confab Central 2015, a content strategy conference.