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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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14
Aug 2015

Facebook Updates and Opportunities to Expand Reach

Facebook’s most recent algorithm update is another step in the direction of better understanding how users interact with the platform, while continuously assessing user preferences.

The update is intended to improve user experiences by considerably reducing the reach of organic posts that appear too promotional in users’ News Feeds. After surveying hundreds of thousands of users, Facebook determined these traits as too promotional:

  • Posts that solely push people to buy a product or install an app
  • Posts that push people to enter promotions and sweepstakes with no real context
  • Posts that reuse the exact same content from ads

What does this mean for the healthcare industry?

Meaning depends on how healthcare focused organizations view audiences and  what they intend to accomplish through a defined Facebook marketing strategy. Consider these points:

A range of healthcare organizations are playing an ever increasing role in the proactive health and well-being of the communities they serve, which requires a great deal of trust from a wide range of audiences. This trust lies in how they help sustain overall well-being and then care for both routine and complex healthcare, if needed. Based on system capabilities, clinical staff or support personnel expertise and brand promise of the organization, these strengths will win customer loyalty and increase lifetime value.

A significant part of that trust comes from real world personal experiences and interactions – more and more often communicated across social media in real time. Be sure as you set high standards to engage your communities, apply the same principles to engage your social media audiences.

While important to highlight short term classes and events, remember that true long term engagement is what will drive long term success.

Be a Community, Not a Broadcast Channel

Winning the trust and subsequent power of word-of-mouth doesn’t come from aggressively pushing a barrage of sales tactics into users’ News Feeds, nor does it come from one-sided conversations about what your organization can offer. Instead, users want to be part of an engaged community of support, through:

  • Informational and engaging content
  • Insightful articles and content
  • Short, concise messaging with a related photo

This type of engagement can better capture users’ attention and inspire them to share it amongst their network, which serves to expand your brand’s reach and influence. Sharing proactive health topics and resources can be an untapped, yet exceptionally strong, point of differentiation. One of our clients, Piedmont Healthcare, shows incredible reach with custom content through their Living Better communications. AVID Design built a dynamic category presentation of topics for easier search and share. This ease of sharing on social media provides an opportunity to serve communities beyond geographic boundaries for the improved health and wellness of a much more global community.

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
Jul 2015

AVID Design Out in the Community!

keir panel speakerAVID Design has had a busy few weeks within the healthcare industry at the Hospital Marketing National Conference and the Georgia Society for Healthcare Marketing and PR/Georgia Society for Healthcare HR Administration.

Our own Keir Bradshaw, VP, Technology, was asked to participate as a panel speaker at the Hospital Marketing National Conference, where he discussed technology solutions to prove ROI by media channel. The focus of the conversation was how to prove the success of your marketing spending through campaign based analytics.

Concentrating primarily on marketing execution and results, the purpose of the Hospital Marketing National Conference event is to bring top healthcare marketing professionals to share ideas of best practices in marketing for hospitals (and other related healthcare organizations). Such topics included how to select, utilize and cross-leverage the most optimal channels, develop excellent campaigns, and highlight your key healthcare practice areas.

 

tom at gha conferenceAnd at the Georgia Society for Healthcare Marketing and PR/Georgia Society for Healthcare HR Administration, we were excited to be with our friends at GRHealth when they won a silver award for best website! These important awards recognize the best of the best from last year – and we are thrilled to partner with such an awesome client to provide digital marketing solutions – Congrats GRHealth!!!

AVID was also happy to provide the GHA conference iOS mobile app, as we have for past conferences. The app provides users with quick and easy access to important conference information. Our mobile app’s dynamic import tool on the backend allows GHA conference leaders to easily maintain and/or change the detailed and meticulous information of all speakers, sponsors and attendees in bulk. It also saves time, as it offers the capability to update even info in the same way, allowing it to be used year round.

The purpose of the GHA Conference is to better understand and increase standards of health care institutions and how their services can be promoted and directly connected with their audiences, using ethical public relations and marketing methods. It’s a wonderful opportunity to share insights with and amongst other industry-leading professionals. We always enjoy connecting with our healthcare friends and colleagues at GHA.

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.

Meredith Rose | Vice President, Digital Marketing | AVID Design

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06
May 2015

AVID Design Attends Annual NACCDO/PAN Conference

AVID Design is thrilled to be participating in this year’s annual NACCDO/PAN Conference (National Association of Cancer Center Development Officers / Public Affairs Network), taking place May 5 – May 8, 2015, and hosted by the Yale Cancer Center at Yale University.

Throughout the week, AVID will be engaged in discussions with other creative and likeminded marketing, public affairs and development professionals. We’re excited at the opportunity to meet with and network amongst industry experts from around the country to constructively exchange ideas on a wide variety of topics. Some of these topics include industry best practices, innovative marketing strategies and methods, and creative, real-world solutions to the industry’s common pain points.

The event will feature seminar speakers during the course of the week who are also top-tier professionals from across a multitude of disciplines, such as media relations and marketers from some of the largest and most successful hospital systems, individual media relations and marketing firms, philanthropists and health writers from prominent publications.

AVID Design developed the NACCDO/PAN mobile app, available to download for Android and iPhone users. The app includes the conference’s agenda along with descriptions of the events and a short bio of each guest speaker. The app also offers a survey for you to provide feedback on each event to help improve the experience for next year.

AVID will be covering the event on Facebook, Twitter (@AVIDDesign) and LinkedIn using the official hashtag, #NACCDOPAN. Be on the lookout for some very interesting, informative and entertaining updates!

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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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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