Create findable, usable content

The most important thing about your healthcare content is whether people can find it.

With all the talk about search engine optimization (SEO), search engine marketing (SEM), and pay-per-click (PPC), we know that you must feel like you’re swimming in a sea of alphabet soup. Search engines seem like mysterious entities.

How do they decide how to rank your content?

At Aha Media, we use a proven methodology for creating content that is findable, and we’re very transparent about it. We use best practices for organic SEO, and in this case study, you will see that we increased traffic to three microsites by a combined 216 percent.

Read more to find out how we did it:

Our Methodology for Improving your Traffic:

  1. Organize for Search: First we looked at the current content and reorganized the structure, otherwise known as the information architecture, or IA, so it was more intuitive to the way patients and healthcare customers search for information.
  2. Write for Findability: We then rewrote the content, with the help of marketing managers familiar with the service lines. Where we had gaps in facts, we interviewed stakeholders (doctors and administrators) who could round out missing pieces of information.
  3. Tag for Search Engines: Title tags, metadescriptions, H1, H2 and H3 tags – we know what all of that means. Better yet, we know how to use them to increase traffic to your pages. Just look at the graphic below to see the results:

Improvement in Website Traffic (Measured by Page Views)

chart showing increase in SEO traffic
Traffic increased by 216% when we rewrote content.










Let us know if you want to increase traffic to your website by 216 percent, using our transparent, proven methodology.

P.S. Does social affect search? No one is quite sure, but if you want to improve your community engagement, Facebook is a great place to start. Check out our 5 Best practices for Managing Hospital Facebook pages.