Team Evolve's Thoughts on "Keyword (Not Provided)"

Earlier this week, it was revealed that Google will eventually start encrypting all referral search terms from analytics. In other words, we (and everyone else) won’t be able to tell which keywords visitors searched in order to find a particular page. SEOs across the world released their rage through fiery blog posts and tweets. Team Evolve, on the other hand, wasn’t so bent up about it.

Google Not Provided Meme

The truth is, Google has been gradually hiding referral terms for nearly two years now. And while it’s important to know what specific terms are drawing traffic, not knowing is not the end of the world. Paid Search will still provide insight regarding which terms yielded clicks – so maybe this is Google’s way of acquiring more business. Here’s what the team had to say:

Jay: This will push most “free” organic users into paid search accounts to obtain the terms and keywords that are driving traffic to your site. Locke: There is a two-fold reasoning for implementation. One, to prevent the NSA from using search data to spy and validate Google’s statement that they are not and do not aid the NSA in spying. Two, which we all know, money. Google effectively is saying you have to use AdWords to get this data. Tabitha: In short, it is not the end of the world. I think that is a good position for us to show our value: we can show that maybe it isn’t easy, but we are here to guide you through this and we can assist in setting up ways to create and show online ROI. Kai: Any good marketer worth his salt will have seen this and prepared for it. Primitive models of understanding the queries will no longer be viable. To have any meaningful outcome, the full picture must be seen and understood. John: This is good for those who are focusing on things like consumer path and building out content to support that. Google’s algorithm has become more sophisticated every year to start incorporating these types of ideas (e.g., intent-based SERPs, device tailored SERPs, geo tailored SERPs). Kristy: I think we should communicate to clients that this isn’t the big catastrophe that some sites make it appear to be. It’s part of a shift in the industry to focus more on providing valuable content to users and less on individual keyword rankings, which were never the end-all metric for success anyway. Emily: We’ve actually been seeing this metric slip from our fingers for nearly two years, so SEOs already sought out other ways to deal with it. If you knowingly target keywords with each new piece of content you make, it will be fairly obvious what terms are drawing consumers in. Laura: It’s possible Google will eventually reveal this data to those who subscribe to GA Premium. It makes sense get everyone hooked on the koolaid, then take away the sugar and make them pay for it.

Overall, the team is optimistic. We get that there’s way more to digital marketing than knowing which keywords are sending folks to your site. (For instance, generating content that contains value and provides solutions.)

Helpful links

Haven’t had time to read about this news? No sweat. Here’s a list of the team’s favorite articles about Google’s decision to encrypt all keywords.

 

using Google+ or a detailed explanation of a website audit. Visitors want to know:

  • Why should I spend my valuable time on your site?
  • What can I get out of this relationship?

  That's really what it comes down to. No one cares if our only advantage over other search marketing companies is that we drink craft beer like water. Or even that we love what we do. They just want a fair exchange a whether a social share for new insight or a check for consultation.

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Introducing the SEO Guide 2.0

As one of the main content contributors at Evolve, I learned pretty quickly that visitors to the site aren’t going to fill out a contact form just because Derek has created a cool company culture. The Evolve culture isn’t for our visitors; it’s for us. Visitors to the site care about the value we can give them, whether that’s a blog post about using Google+ or a detailed explanation of a website audit. Visitors want to know:

  • Why should I spend my valuable time on your site?
  • What can I get out of this relationship?

That’s really what it comes down to. No one cares if our only advantage over other search marketing companies is that we drink craft beer like water. Or even that we love what we do. They just want a fair exchange a whether a social share for new insight or a check for consultation.

SEO 101: Give ’em a reason to visit your site

Nearly two years ago we released the first edition of our SEO Guide for Beginners. Unlike other similar resources, it was written by someone who was new to the intimidating world of SEO a and that gave us an advantage because not everyone reaching our site is familiar with the phrase “anchor text” or the difference between organic and paid results. So earlier this year Derek gave me the go to revamp the guide. I wanted a more appealing presentation and an easier way to share specific chapters. And I wanted to explain SEO in a big-picture way a because thatas exactly how we see it, as just one piece of a deeper digital strategy. If you’re looking for an all-inclusive list of steps you can take to rank higher, you won’t find that here.

Old and New SEO Guide

Things Change. But we cope.

Search engine marketers tend to dwell on the perpetual fluctuation of SEO effectiveness a and we’ve been guilty of that, too. Just this week, we found out Google is going to start encrypting keyword information from website marketers. Weave known it was bound to happen eventually; Google has been hiding keyword data of users signed in to Google products (Gmail, Youtube) for nearly a couple years now. But over the next several months, anyone who reaches your site through organic search results will be “protected.” Weare not going to know which search queries were directing consumers to your website. Itas frustrating because Google is essentially forcing digital marketers to invest in Paid Search a which still provides lists of keywords that yielded clicks. But it’s okay. We will cope! The good folks at Moz have already released a video that shares some suggested ways we try to bridge the gaps by looking at other data.

Big Picture: It’s still about quality

Still, while specific tactics dwindle in effectiveness as Google tweaks its algorithm, we’ve noticed one overarching reality of digital marketing that doesn’t change: quality converts. Google has invested in developing technology that measures user behavior and draws conclusions from that data. Keywords and links arenat sole indications of why a website ranks favorably in search engine results pages. Do they reflect the quality of a website? Do they convey the subject matter of a web page? Absolutely. And of course we recommend completing technical SEO tasks:

  • Assigning a unique title tag to each page
  • Fixing duplicate content issues
  • Updating your sitemap
  • Improving URL structure

These Google-recommended tactics, explained in the SEO Basics chapter of our guide, help search bots understand what your site is about so search engines can more effectively provide solutions to queries. But you have to remember that Google is a business, too. And the only way it has accomplished such exceptional brand awareness (the company name is a verb, for crying out loud) is by consistently churning out valid recommendations for search queries. Google wants to only feature websites that 1) are paying for placement or 2) are providing consumers with a pleasant online experience.

Wrap-up

The keyword encryption news is disheartening for sure. We have processes in place that relied on keyword data to identify needs of consumers and improve on-site content. But you can’t expect to thrive in this industry if you’re not willing to adapt and understand how these changes can play a positive role in the bigger picture. Evolve’s story of adaptation started before I joined the team in 2011. And it continues to unfold as we find new ways to connect with consumers, ours and our clients’, and ultimately discover new ways to increase revenue through a website.

 

Check out the new SEO Guide!

Introducing Tim Donovan!

This week we welcomed a new guy to the perpetually-expanding Evolve team. Tim Donovan hails from Maxus, a GroupM/WPP agency headquartered in London & New York, with Search managed right here in St. Louis.  Prior to Maxus, Tim worked for GroupM agencies Mindshare & Outrider, totaling 5+ years of Paid Search experience.

Tim-Donovan

Before delving into PPC, Tim acquired a diverse set of Sales/Marketing experiences, including residential mortgage & advertising sales, marketing research, music/entertainment promotion, and retail management. He’s a graduate of UMSL with a Bachelor’s in Business/Marketing. Tim’s true passion for marketing & advertising is the creative component, so he enjoys lending ideas when possible to help companies strengthen their brand’s perception. (Excellent!) At Evolve, Tim will initially assume the role of Paid Search Manager for key healthcare clients to help ensure their presence in a highly competitive space. We always ask new employees the same interview questions to showcase a snapshot of their personality. Here is Tim’s interview:

What’s your favorite web site?

leoburnett.com : Just click on the work link and if your brain is wired like mine you’ll be inspired by what they’ve done for major clients.

On a given Friday night, you’ll probably be:

At Llewelyn’s drinking a delicious barrel-aged stout.

What draws you to this industry?

I’m drawn to marketing and advertising by the opportunities that are available for creative people to help promote companies that offer good products/services but that just don’t quite know how. What a shame to see a great product go undiscovered.

Mac or PC?

PC, only because I have yet to learn the Mac environment.

What’s the last book you read?

7 Habits of Highly Effective People. Seek first to understand, then to be understood. Enticed to read more?

If you could have a beer with anyone in the world, who would it be?

Ed Norton.  Much respect, super talented.

Let’s say we assign you Office DJ duty (and that day will come). Which 3 artists would you play first?

Lumineers, Wu Tang, and Above and Beyond… to keep it interesting.

Is there anything you want us (and the world) to know about you?

I recently made the transition to vegetarianism, striving for veganism.  I did it for the animals, and they appreciate it.

We are ecstatic to have Tim on board; he’s a really smart dude with an impressive portfolio of professional experience. Check out his LinkedIn profile.

Leased Content: A Fatal Flaw for Healthcare Marketing

When people are in need of medical treatment, whether urgent or future considerations, they seek information online regarding the options, outcomes, and quality of care. As a healthcare provider, it’s your responsibility to deliver resources that make that audience feel valued and confident in your services.

The Good News

Here’s the good news: There have never been more communication vehicles available to healthcare marketing professionals. Devising a strategy that puts the right information in front of the right people at the right time is, in theory, easier than ever. Healthcare communication vehicles Unfortunately, theories donat always lend themselves well to the day-to-day practice of marketing, especially in the realm of healthcare. Patient census can change like the weather, budgets are tight, and there is one (or two, if you’re lucky) communications specialist responsible for a printed newsletter, brochures, media relations, internal communications, and somehow finding a way to manage electronic media.

The Not-So-Good News

With that in mind, here’s the not-so-good news for your healthcare marketing strategy: Every new vehicle, eNewsletters, blogs, and landing pages, requires content.The pressure of filling the plethora of “communications holes” created by the generation of electronic communications channels can be overwhelming. Even worse, it can lead marketing teams to do whatever it takes to get the messages out without considering audience, objectives, and quality of the messaging. Repurposing existing, original content is a common response to this healthcare marketing challenge. It’s not a terrible solution, but still demands time and energy, plus the content often misses the mark because people read newsletters differently than they read websites, blogs and eNewsletters. Regurgitating copy without making sure it’s tailored to an audience and marketing channel often waters down the tactic and can make a healthcare marketing strategy anemic.

Leasing Content: An Easy Way Out

The least effective approach to filling in the holes of a marketing strategy is leasing content. Many communications professionals decide to invest in leased content as part of their healthcare marketing plan because they receive fresh content that was written on demand by professional writers. Healthcare brands appreciate the access to a variety of stories on a variety of topics. Team members simply log in to the portal, click, and download. The copy is clean and well-written. It’s turn-key. It’s easy to use. Yet it is completely lacking in branding and authenticity, which is why we consider it to be deadly to a healthcare marketing strategy.

problem with leased content

People donat read copy on your website, in your eNewsletter, and on your blog just because it’s there. They read it because it informs, educates, or inspires. It focuses on the actual treatment options available among your service lines. It provides insights that come from people they trust: your doctors, therapists, nurses and nutritionists. Just as important, custom content can illuminate what next steps are possible, telling the success stories of real patients. Hospitals will argue that there is no need for medical content to be specific to their brand a but we have to disagree. Sure, a knee replacement surgery may share the same preparation, procedure, and aftercare instructions as other hospitals. However, it’s critical to point out what separates you from other contenders. This includes introducing the doctors that would be performing the surgery, linking to or embedding videos of the procedure, sharing patient success stories, and mentioning relevant events. Blog post quote leasing content Visitors will read your content for the quality, targeted information. They read it for the confidence and comfort they feel after gaining knowledge from a credible source. And they read it for the stories, which communicate brand competence and commitment to patients.

Real Examples

Larger organizations are paving new standards of healthcare content, but it’s not always the Mayo Clinics of the world that should be held to this expectation. The Diabetes Center page on Carroll Hospital Center’s website provides exclusive content that was clearly written for the brand, with patients’ needs in mind.

Custom healthcare content

In contrast, we found content on a brand’s site that many might consider sufficient. It explains the symptoms, risks, and services. But overall, the message is missing a branded voice, mention of physicians, downloadable resources, or patient stories. Factual information could be found anywhere online. It doesn’t set a brand apart.  Healthcare organizations can educate patients with the medical facts while simultaneously infusing information that is specific to their brand.

potentially leased content

Conclusion

You performed market research. You understand your audience. You certainly know your goals. So why dilute your healthcare marketing strategy with leased content that is likely used by other healthcare systems across the country? Imagine how former, current, and prospective patients will feel when they read a generic, leased story that might also appear on other websites as duplicate content. Canned content is easily spotted, and it may come across as impersonal and careless. At that moment, the personal relationship you’re trying to build with your audience, the trust, the confidence, the belief that they have a deeply personal relationship with their hospital or clinic, is gone. And that’s deadly to a healthcare marketing strategy.

Google+ for Physicians: A Free Tool for Reputation Management

With the expansion of rich information found on social media and review websites, the modern patient is empowered like never before. Researching physicians is as simple as browsing for a car or laptop: search engines and rating websites provide current or former patients a platform for sharing their experiences. Reputation management is a global process that begins and ends with networking sites like Google+. Social media is changing the healthcare game into something much more interactive. That is an exciting concept for professionals looking to amp up their referral systems.

Doctor review websites

Why Online Reputation Matters in Healthcare

People are increasingly referring to mobile devices to perform research online. A study by the Pew Research Center suggests that one in five people who use the internet to find a doctor rely on physician ratings.

The flip side of an internet presence is the potential for damaging feedback: that is the basis of reputation management. Any brand or physician should habitually search its name on Google to look for negative reviews or comments. In the medical world, this is how doctors keep up on what their patients are saying about them and what future patients see.

How does Social Media Fit into Healthcare?

A social media page on Google+ adds a way for doctors to better connect with the public. It’s an upbeat way to manage professional reputation and improve patient care. Patients see the bond with their physician as a very personal one. They appreciate the opportunity to vocalize their satisfaction or frustration with a specific physician or experience. Social media creates an e-patient scenario that allows the physician to promote healthy living, generate trust, and market the healthcare brand. For a doctor, time is in short supply, but fostering a positive reputation online allows you to stay ahead of the curve.

Building a Social Media Voice

The process of developing a “voice” will differ among physicians and service lines. A doctor with a full practice might spend only one hour a week on Google managing his online reputation, while a new cosmetic surgeon will need to commit much more time to creating a brand. Other doctors use their online voice to educate and promote wellness as a way to further their patient’s quality of care. Most businesses, medical or otherwise, realize the power of a professional website. Social media is just another tool to amplify that voice.

Doctor on twitter

What about Referrals?

Engaging with one person through social media translates into interaction with friends and family at the same time. Social media takes word of mouth to the next level. Consider some practical tips for using social media healthcare to enhance referrals:

  1. Research your options: This is critical factor. Many healthcare facilities and organizations have specific rules and guidelines about social media. Take the time to investigate social media polices that affect your strategy to build an online presence.
  2. Privacy is key in social media: Patient privacy is paramount, but it is easy to lose sight of that fact when interacting with a computer screen. Keep in mind the number of eyes that see posts on a social media page. This includes other patients and family members in addition to healthcare administrators, government bodies and content journalists.
  3. Disclaimer, disclaimer, disclaimer: Include an upfront disclaimer on all social media healthcare pages and posts. If communicating with patients through social media, such as during an hour-long Q&A on Twitter, point out that you are not providing a medical diagnosis or treatment.
  4. Seek expert advice: Companies that specialize in reputation management are popping up every day. Find a firm that creates strategies to develop a social media voice. They can handle some of the preliminary legwork and ease you into the process.
  5. Don’t mix business with pleasure: Keep separate social media accounts for your personal communication. If you use Facebook or Twitter to stay in touch with friends and family, donat use them to foster a professional online reputation. This is as much a safety concern as business advice.

Conclusion

There is a new generation of patients out there, and they are more than just internet-savvy, they are internet-reliant. Doctors need to understand that reputation management and generating referrals online are now a concrete component of digital marketing. The internet, and specifically social media, is part of the modern medical practice.