You’ll learn how everything from security to user experience can impact SEO, and how to:
If your organization is looking to improve rankings, focusing on these 10 key areas will help your team make the most of your optimization efforts.
Your external efforts to improve SEO can only have so much impact if your CMS isn’t doing its job. This white paper details the eight things to look for in your CMS, including:
Be sure to check if your current CMS, or the platform you’re evaluating, has the built-in functionality that’s needed to enhance your search rankings.
SEO is essential to ensuring it’s your information they find, whether that’s a clinic location, physician, or service offering.
You will learn:
This white paper will help you find the right SEO agency for your healthcare organization. Download it today, and learn what you should be looking for, including:
Partnering with an expert agency is more important than ever. Know what you want out of your potential partner, and don’t take a chance on an agency without asking the tough questions.
Legal actions against big brands has been a common tactic to raise awareness of the challenges of website accessibility and to encourage organizations to prioritize the costs and trade-offs of improved web accessibility. As far back as 2009, Target Corporation was sued for web inaccessibility. In more recent years, Universities such as Harvard and MIT have come under fire followed by online retailers such as Patagonia, Ace Hardware, Aéropostale and Bed Bath & Beyond. Healthcare has simply become the next industry to come under scrutiny at a time when the number of legal actions and threatened legal actions is rising dramatically.
The Americans with Disabilities Act (ADA) prohibits discrimination on the basis of disability in places of public accommodation. ADA covers a long list of common disabilities including vision, hearing, cognitive, and motor skill impairments.
The ADA doesn’t specifically mention the digital world but, following the Target lawsuit, it has generally been considered to apply. Proposed changes in the ADA formalize the requirement for web accessibility.
It’s not always easy to see how these disabilities might impact a visitor’s experience with your website particularly for those not familiar with the functioning of assistive technologies. For example:
Lawsuits are happening today and all signs point to an increase in such actions over the next few years. With literally hundreds of possible accommodation options available, healthcare organizations should work with agencies with Accessibility professionals on staff, such as Geonetric, at least for an initial audit of your current level of accessibility compliance.
It’s also a good idea to familiarize yourself with the Web Content Accessibility Group (WCAG) 2.0 requirements.
Compliance programs typically have several phases.
Website accessibility has hit the front burner for many healthcare organizations because of these lawsuits. As we look at embracing accessibility for your organization, it’s important to remember that the reasons for treading this path go beyond risk management. Ultimately, making your web properties available to all visitors is the right thing for your organization to do, particularly for healthcare organizations. The organizations that we serve are driven in no small part by a mission to serve our patients and the community and this is an important part of that mandate.
Whether you’re in the selection process, or wondering if you should be, this webinar will provide the information you need to make an educated choice.
You will learn:
You’ll learn:
Content strategy creates the blueprint for an engaging website experience. It provides relevant insight and tools to help hospitals and healthcare systems address the ever-growing customer demand for innovation by delivering enticing, easy-to-use digital experiences.
If you’re struggling to create an engaging online experience or simply keep up with the massive amount of content on your website, download this white paper. You’ll learn how to:
With an effective content strategy in place, both website users and healthcare organizations reap the rewards.
But keyword research isn’t as bad as you might think. In fact, in some cases, it’s essential. You just have to think about it in the right way.
Truthfully, white hat SEO and keyword research can coexist—and happily. At its core, white hat SEO is all about optimizing for users while following the guidelines prescribed by search engines. The thing is, search engines nowadays are pretty darn smart. With the advent of semantic search and RankBrain, and the explosion of enhancements to the search engine results page, search engines have an impressive understanding of what kinds of information users seek. It’s in their best interests to do so.
Search engines are free. Google doesn’t make any money when you type in a query and click through to a website. But they do make money on ads. The more useful you find their organic results, the more likely you’ll be to return. And the more you visit Google, the higher the likelihood you have of one day clicking on an ad displayed there. That’s its income stream.
So while Google may not be providing users with everything they need out of the kindness of its little data-fueled heart, it does so nonetheless. What’s the takeaway from this? If SEO is all about optimizing for search engines, and search engines focus on providing users with what they seek most, then modern SEO is all about the users.
If your website isn’t showing in search results, it’s an indication that search engines may deem what’s on it to be irrelevant and unhelpful. It means you may not be providing users with the answers they need when they seek information online.
Hey, we’ve all been there. We think we’re creating great website content, but it’s just not ranking well. If this were a static billboard on the side of the interstate bearing a message that wasn’t resonating, that would be a problem. But we’re not relegated to the side of the road; we’re online. And the beauty of the digital world is that it’s nearly always tweakable.
To make sure your content is truly user-focused, it’s helpful to start your project with keyword research. This will help you ensure you’re headed in the right direction. But if the phrase “keyword research” still rubs you the wrong way, think of what the phrase really means at its core: user research.
Imagine you walk up to someone on the street and ask, “When you search for information online, what words do you use? What questions do you ask? What are you hoping to find?” You then take that information and use it to create a content development strategy focused on providing users with the information they want—in words that resonate with them.
That’s what keyword research really is. And if you perform it to its fullest extent, considering everything from competition level to search volume to user intent, you’ll greatly improve your website’s user experience and, in turn, search engine rankings.
I listened to a Content Marketing Institute webinar recently that mentioned the AAA website and this very subject. After doing keyword research, AAA discovered users frequently searched for discounts online and infrequently used the word “savings” when doing so. Given that “savings” was the way AAA described this service on their website, they had a problem.
Instead of doubling down on their internal preferences, they replaced all instances of “savings” in their content with “discounts.” The result? A vast traffic improvement from just that one change alone.
AAA’s traffic increase wasn’t the result of keyword stuffing. It wasn’t because they tried to game the system. The change they made improved their site because they researched keywords familiar to their users and started talking about their services in the same way.
They thought of their users first, and their users thanked them for it through increased website engagement.
You can work to improve organic traffic to your site just like AAA by performing keyword research and focusing your content on what you uncover. This is especially true and important for healthcare websites given the organic search competition and extensive, varied terminology used to describe provider specialties, medical conditions, and care services. It benefits you to pepper your content with terms your audience understands. SEO and keyword research can help you make it happen.
Remember: Keyword research and user-focused content aren’t mutually exclusive. At its core, modern SEO isn’t about optimizing for search engines. It’s about tailoring your content for what users seek and need. After all, if no one ever finds your content online, what good is it?
If your website needs new or improved content, finding the agency can be a challenge. By asking a few simple questions, you can determine an agency’s expertise, level of service, track record, and other essential qualities.
This white paper will help you find the right content development agency for your healthcare organization. Download it today, and learn what you should be looking for, including:
Don’t be afraid to ask questions of your potential writing team. And, when you get the answers, you can make the hire that’ll lead to happier stakeholders and more engaged users.
