Problem 

• SEO was not a priority, and there was very little standard work for SEO processes
• The marketing & PR team received about 2-3 calls/emails a week that information was incorrect in a search or we were ranking well below our competitors for certain keywords – or not showing up at all 
• Our digital marketing vendor had a very limited SEO role and was not familiar with health care or our area 

Process 

• Working with our marketing team, I developed our SEO strategy that defined goals, tactics and metrics. Based on our organization’s strategic goals and competitive intelligence from our physician liaison I prioritized keywords and service lines.
• We decided to bring SEO mostly in-house but continue to leverage a new digital marketing partner to complete certain tactics 
• I worked with our IT team to address technical issues and optimize our sitemap, crawlability, Google/Bing verifications, robots.txt, structured data, and migration to HTTPS 
• I developed a workflow for managing and optimizing our 400+ Google My Business locations and 100+ Bing listings and led the project to get practices and providers into directory management software
• I integrated Moz into our campaign workflow to optimize existing content and work with our writers to optimize new content 

Results 

• Our Moz domain authority for both SummitHealth.org and Onthegocare.com increased by 10 points in one year
• We went from a 75% error/missing rate on Google to 1% 
• Average quarterly increase in organic search traffic increased 5% for Summithealth.org, 20% for Onthegocare.com 
• Improved organic search rankings for every major service line 
• Our provider directory listings went from an average of 70% average accuracy rate to 100%