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Avoid the Health Content Vacuum
By Matthew Dillingham | March 19, 2008
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Search Engine Land had a great article this morning that gave insight on how to work with other people within your organization when developing content. The article focuses on search engine optimization (SEO), but is very relevant to content development since SEO is a key component of any good content plan.
Why Should You Track “Soft” SEO Metrics
Most people in health care marketing work with several other groups within the organization to make sure that the right information is placed on the hospital’s web site. Without the people outside of the marketing department who can provide this content, it would be impossible to maintain an up-to-date web site.
Duane Forrester, the writer of the article provided the following as soft metrics:
Soft metrics encompass things like corporate meetings, managing commitments, coordinating site maps and keyword research development. I can hear you say, “But, those aren’t metrics, those are things we just need to do to get our jobs done, right?”
Well, yes, they are, but they can also be metrics you can use to judge success of your in-house SEO program.
I would have to agree. Marketers can get caught up in the marketing vacuum without keeping track of what is going on in the organization. This can be dangerous to your web site and your career. Branch out and talk with the doctors, front-line medical staff and patients and get a grasp of what is going on within your organization. You will find vast amounts of information that can be utilized on your site and help keep your site updated.
Topics: Analytics, Health Content, Search Engine Optimization |