Based on survey data collected by Lovell, we determined that a majority of potential hospital visitors within a certain geographic area were more likely to gather information about specific hospitals through the Internet rather than any other source. Our major medical center clinic needed a strategic search engine optimization campaign to ensure its website displayed at the top of the search engine results for a list of targeted keywords.
Strategy and tactics
Lovell's digital team worked directly with the IT and marketing department of the hospital to improve onsite optimization by adjusting visible and non-visible content of their existing, very robust website. Lovell’s SEO experts also created an active link building program that generated high volumes of quality backlinks. We tapped local SEO resources to ensure the rankings were enhanced for people in proximity to the major medical center. This provided an advantage over non-local companies. Lovell also monitored the performance of the website to identify any problem web pages. When we discovered excessive “bounce rates," we provided recommendations that brought improvement.
The client's website received 187.7% increase in search engine impressions for targeted hospital-related keywords. Clicks to the medical center's website increased by 400% with a 75% increase in click-through-rate.
A company that wants to get ahead of the competition by positioning itself as an industry leader needs to establish a comprehensive thought leadership strategy,...