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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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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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17
Feb 2015

Understanding Your Analytics: Data Points vs. Trends

Reviewing analytics reports and trying to make sense of it all  is a task that often seems daunting. All the data  has been piling up over the past months and you  ask yourself, “Where do I start? What am I looking for? What does this all mean? How can I tell if my marketing/branding efforts are improving… or not?” Personally, when I first began learning to interpret data, I often started out feeling like I was in over my head.

Well, before you dive into the deep end without knowing how to tread water, consider that there are two important, perspectives to keep in mind that will help you to gain deeper insights from your data; comparing individual numbers and comparing performance trends that occur within a specific time period. Knowing when and why to observe individual data points versus trends over time can help you draw the most accurate conclusions.

Data Points

Individual data points are important to consider because they measure the day-to-day (or month-to-month) actions that users are taking on your website. They can tell you a lot about your site’s recent performance in its current state, such as,

  • What pages are users interacting with most?
  • From where do they typically enter the site?
  • What channels are driving the most traffic?

Essentially, it provides a snapshot view of how users are presently interacting with specific pages or keywords. But user behavior is rarely consistent on a daily basis, and fluctuation of these numbers will happen and is unavoidable – so don’t forget to focus on the big picture. Paying too much attention to individual, granular data points prevents you from seeing a comprehensive view of overall marketing efforts.

Data Trends

The bigger picture is that online marketing efforts are multi-faceted, interrelated and ongoing – and observing trends will help to illustrate that. As previously mentioned, getting caught-up in the nitty-gritty details of digital marketing analysis limits your perspective and understanding of the overall picture as a whole. Taking a step back and viewing the overall performance of specific data reveals key patterns to consider such as seasonality.

By nature, the more successful online marketing campaigns are cross-functional and capitalize on using multiple channels (SEO, Paid Search, Social Media, PR) and tracking online traffic from different sources (direct, referral, organic). It is important to understand that these varying channels and traffic sources leverage each other to complete conversions. Therefore, looking at trends of different channels, sources and key performance indicators (KPIs) can help shed light on reasons behind positive, negative or consistent changes over time.

Building a strong web presence that integrates analytics is a long-term investment and strategy, as it can take months, sometimes years to achieve. In order to do so, it takes careful observation of daily, monthly and total cumulative performance to holistically grasp the current, subjective state of your progress. This higher-level understanding will help you to plan and make the best objective decisions for your next steps.

Please let us know how we can help!

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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11
Feb 2015

AVID Welcomes Justin Small!

Our Content Team has a new member! We are so pleased to have Justin join our team as our new Digital Marketing Specialist. He brings terrific experience in keyword research, search engine optimization, competitive research and client audits. Justin is also a Google AdWords Certified Marketer and fluent in Spanish and French. The content team at AVID Design is now trilingual!

Justin has only been on board 3 days and has jumped right into the deep end working with our proprietary AVIDCMS™, tracking hours in our project management system and learning all about our wonderful clients. We expect great things from Justin and look forward to introducing him at client meetings, especially those focused around analytics reporting. He is getting acclimated to our work environment and will probably write a blog or two to tell you how he’s doing! Welcome Justin! 

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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