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19
Nov 2015

SEO: A Recipe for Success

Pie holds a special place in our hearts all year long, but if there was ever a month for pies to shine, it’s November. My husband and I are hosting Thanksgiving for the first time, and we’ve invited BOTH our families. Talk about pressure! I’ve been contemplating which pies I will make for the past three months. To a baker who married an Executive Chef, we think it is completely reasonable to practice on as many pies as possible. After all, apples aren’t going to cook themselves into a warm, buttery, flaky crust.

apple pie

The question remains – which flavor of pies should I make? I find myself in this kind of problem often, while I’m writing SEO content, or choosing the holiday menu. Do I make the pie that I want to eat, the one that I think people want, or do I make the ones that people are actually looking for?

When it comes to your search engine optimization strategy, you must have the courage to create content that your audience is searching for on Google, Bing, or other search tool. In this sense, you must know who your customers are, what they’re searching for and write for those people. Quite often, people search for solutions to their problems. Are you prepared to provide that content?

Before you re-write the whole site, try testing the keywords with paid search first. If the keywords convert well in paid search, it has a good chance of working for SEO too. If it doesn’t work, don’t waste your time. SEO takes time to make an impact, so paid search is a great way to test ideas without the wait.

It’s also a good idea to know who your competitors are and what you’re up against. Pay Per Click reports can identify new competitors that you may have not even thought of as a competitor. How can you outperform the best, if you don’t know who the best is?

 

Whether you stick with the tried and true, or experiment with something new, grab a fork and dig in: it’s time for pie. 

 

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including Content Management SystemsSharePointWeb DesignSEO and PPC, Content Development and AssessmentOnline VideoAnalytics and Measurementand more.

Abby Jordan | Digital Marketing Specialist | AVID Design

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05
May 2015

Google’s Latest Update: Mobile-Friendly Pages, Now More Heavily Promoted

Google recently rolled out another algorithm update that is essential to recognize if mobile-users happen to represent a significant portion of your audience… And if you’re in the healthcare industry, that likely means you.

In the search engine results, Google’s algorithm is now favoring web pages that are more “mobile-friendly.” The guidelines for this particular initiative do not leave much room for interpretation as Google plainly states the criteria that needs to be met to be considered mobile-friendly.

The algorithm now more heavily promotes and boosts the rankings for pages that are either hosted on a separate mobile URL (m.example.com) or have responsive web design capability. The update also detects that tap targets are appropriately positioned, as page elements like these are believed to offer the most enjoyable search experience for users on mobile devices.

Furthermore, pages that require excessive horizontal scrolling, tapping and/or zooming in order to adequately read text run the risk of decreasing in the organic rankings. Additionally, pages with video and other media that doesn’t play because of mobile-compatibility issues will also be penalized.

Take note that this update:

  • Affects only search rankings on mobile devices
  • Affects search results in all languages globally
  • Applies to individual pages, not entire websites

Utilizing a platform that allows you to keep pace with the changes in technology is critical in protecting your SEO value on any device. For each of AVID‘s clients’ sites, we tested and made any adjustments needed; we then provided recommendations for clients with older sites that may not have met the criteria. For a good place to start, a member of AVID Design’s marketing team can walk you through the Mobile-Friendly Test.

Keep in mind, however, that Google still uses many factors to determine a page’s rank, and a page can rank well even though it’s not considered to be mobile-friendly. Above all, high-quality content is the underlying constant when it comes to increasing rank. Remember that these initiatives are a part of Google’s effort to promote high-quality and relevant results to provide a seamless and enjoyable user experience.

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including Content Management Systems, SharePointWeb DesignSEO and PPC, Content Development and AssessmentOnline VideoAnalytics and Measurementand more. 

Justin Small | Digital Marketing Specialist | AVID Design

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08
Aug 2014

Content Celebrations

Today is Whitney’s birthday – AVID’s Manager of Content Services – so we had a lunch celebration with ‘cue and giant cookies! We are also celebrating several new clients and interesting projects for our content services – service line content development, SEO focus, PPC campaigns, Google My Business verification for healthcare locations, and on and on! If you’d like to hear about some of the interesting work we’re doing at AVID Design, join us and GRHealth for the HCIC Back Stage Pass on August 20th from 1-2 EDT: Pulling Together Complex Internal Needs – Lessons Learned – Academic Medical Center Case Study. Hope you will join the conversation and case study review. 

Whitney's birthday cookie

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including SharePointWeb designSEO and PPC content development and assessmentonline video and rich mediaanalytics and measurementcontent management systems and more.


Meredith Rose | Director of Content Services | AVID Design

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05
Aug 2014

Is Your Site Ripe with ROI?

There’s just something about the bright colors and sunshine of summer that makes me want to get outside and spruce up my garden – and summer produce is bountiful! During these months, eating fresh produce makes me more mindful about what goes into creating such a delicious product– the time, effort, expertise, and downright hard work.

Every summer I get the itch to start a beautiful garden, and while I may fully prepare, I just never seem to find enough time to dig in the trenches.

This is the case with even the most prestigious healthcare companies. While online marketing and web presence are always important to leadership, the routine upkeep and continued strategic planning necessary for successful user engagement can seem a little overwhelming.

As an unofficial farmer, I enjoy comparing websites to fruit: the most critical part of a successful crop for a farmer is to harvest at exactly the right moment. Even after months of tilling, weeding and fertilizing, the entire crop can be ruined if harvested at the wrong time, or if he misinterprets the growing conditions. At AVID, we understand that a website is an investment. That’s why it is so important to capitalize on ROI at exactly the correct moment.

Planting the Seeds for Successful Web Presence

The first step in creating a successful website is picking a platform that will support decisions with measurable ROI (Return on Investment).

After picking the best tools, it’s time to get to work. Carefully and regularly measure and monitor your numbers. When analyzing your site, it’s a good idea to be curious.

Ask questions like:

  • Which of my pages are most visited?
  • Which pages provide the most value to my target market?
  • Is our content and SEO as fresh as possible on these pages?
  • Do we have conversions and goals set on that page?

Timing is also important for cultivation. New opportunities for optimizing digital presence and driving traffic are constantly presenting themselves; lots of times this is driven through other channels, like Facebook, or Instagram. Knowing which channels will help you to capitalize on your efforts will ultimately bring you your peak ROI.

For years our enthusiasm in cultivating messaging, branding, and increasing ROI is what we’ve excelled at. To set up an AVID consultation, reach out to us today at the number below.

Wishing you a fruitful harvest!

 

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including SharePointWeb designSEO and PPC content development and assessmentonline video and rich mediaanalytics and measurementcontent management systems and more.


Stephanie Imberman | Account Executive | AVID Design

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10
Apr 2014

More Casual Grammar Rules

Our family is very familiar with the Flesch-Kincaid Grade Level readability score as over the years we tried to increase that level for essays or college applications. Now that our two sons are at the University of Georgia, they continue to monitor this score as they try to achieve higher levels of readability for hopefully higher grades. They will be thrilled to hear that as we all take more and more conversations online, breaking traditional grammar rules is more accepted and actually recommended in many cases. Conversations are more casual as we hope to engage audiences with a more familiar and less formal tone. But, sometimes breaking traditional grammar rules is easier said than done – especially since my Dad was an English major and we are still corrected on occasion!    

 Trying to reach a broad consumer base, we try to write web content at about an eighth grade level.  So, how do you achieve a reasonable and less formal tone when you are writing web content for complex medical issues and advanced treatment solutions? Recently, working with a very nice client, we had this discussion and I actually removed five clinical keywords from content, including cardiovascular, interventional, rehabilitation, cardiologist and electrophysiological. Because Flesch-Kincaid is only based on the average number of syllables and the length of sentences, removing these few words took the grade level down a full four grade levels!

Knowing that healthcare based web content will in fact include some of these key medical terms, here are a few simple steps to keep web content more readable and understandable. Keep it simple, using:

  • Inverted pyramid style of writing – most important information first
  • Simple sentences as opposed to more complex
  • Bite size chunks of relevant information
  • Strong headlines
  • Bulleted lists

I really hate to show my age, but while a more casual tone may communicate more easily, many healthcare web audiences aren’t completely casual, yet, and appreciate sticking with a few more traditional points of grammar:

  • Not every sentence should end with an exclamation point!
  • Less vs. fewer – if you can count it, it’s fewer. Less rain, fewer raindrops (ok, I agree – raindrops are pretty hard to count)
  • Please use internet slang sparingly – at some point all of these forms of communication may collide, but for now, let’s keep FAQs or FYI, but not A3 or HTH. 

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including SharePointWeb designSEO and PPC content development and assessmentonline video and rich mediaanalytics and measurementcontent management systems and more.


Meredith Rose | Director of Content Services | AVID Design

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