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Evolve Digital Labs is proud to support companies in healthcare. From work within this industry, we have categorized over 17 million keywords in our database.

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The Future of Medical & Healthcare Marketing: Local SEM + Organic SEO

Healthcare marketing caters to an increasingly advanced patient in the medical industry. Is Local SEM & Organic SEO the Future

Elective Health Care

Does your hospital’s website rank for physician searches?

As a healthcare marketer, you’re no stranger to the challenge of competing for position in Google’s results. We help rank for physician searches.

Medical Hackathons Re-Invent Patient Experience

Medical Hackathons Re-Invent Patient Experience

If there is one takeaway from our healthcare report from earlier this year, it is that a majority of hospitals – even the biggest names in healthcare – struggle to be patient-centric online. Websites generally lack in functionality as well as visibility in search engines, and as a result, patients’ online needs are neglected.

As a recent article from Slate points out, it is ironic that hospitals are failing to improve patient outcomes, considering how motivated the industry is to innovate with robotic surgeries and pill-mounted cameras. The tech deficiency in how patients can seek and manage care is prevalent: it is 2014, and only one in five hospitals from our report offered pre-registration online. You can make a restaurant reservation online, but not schedule a doctor appointment.

So we have to admire the organizations that take huge strides toward tech innovation. The most recent example that piqued our interest is the development of medical hackathons.

These events, typically framed as a competition, challenge participants to leverage new technologies to develop more efficient ways of providing care. In this post, we cover three different hackathons from three innovative organizations.

Why We Love This Trend

Hackathons require the participation of developers and designers in any field. People who are patients themselves are able to bring their ideas for better care into fruition.

All in all, everyone benefits: Winners can receive cash prizes and organizations receive innovative new ways to reduce readmission rates and ultimately improve the patient experience.

So let’s explore a few of the organizations that are attracting brilliant people to congregate and solve problems.

Example 1: Healthcare’s Grand H@ckfest

This event by MIT Hacking Medicine and The Kauffman Foundation allows participants to choose from multiple tracks, including: Diabetes, Global Health Technology, Telehealth & Mobile, Global Genes Rare Disease, and Hospital IT.

Healthcare’s Grand H@ckfest occurred this past March, welcoming 400 engineers, doctors, scientists, and designers to the MIT Lab for a bustling weekend of innovation.

While details of the hackathon’s success are not widely available, MIT recently hosted a Post-Hack Pitchfest, which gave teams the opportunity to make progress on their ideas and business by pitching to healthcare leaders, investors, and customers.

Example 2: Shark Tank

Riding on the success of the popular ABC show, Shark Tank, this medical hackathon of the same name by Brigham and Women’s Hospital challenged 10 local startups to pitch ideas or products relating to two areas:

  1. Patient & family experience in the inpatient setting
  2. Patient engagement in the outpatient setting

The results of Shark Tank delivered impressive, yet simplistic, possible solutions to common struggles across healthcare organizations. VerbalCare, for example, is a product that uses cloud technology to improve and streamline communication between a patient and care team. Healo is a mobile app that helps clinicians monitor the progress of a patient’s post-operative wound.

Example 3: Innovate NYP

The third example of a medical hackathon was focused on an existing online portal for NewYork-Presbyterian Hospital’s online portal, myNYP, which helps patients track health records and schedule appointments. The goal of Innovate NYP was to “improve the patient and health care experience.”

Individuals or teams of up to eight participants were asked to submit projects that were judged on the following criteria:

  • Ease of use
  • Design – does it reflect the NYP brand?
  • Is there a benefit to patients?
  • Is the idea/technology creative and innovative to NYP
  • Overall quality of the product


Hosting a hackathon is by no means the end-all solution to a hospital’s struggles. Inception of an idea or product is one thing. Proper implementation of the technology into an organization’s operations is a tall order, and the results may not even be in line with expectations. Still, we applaud these organizations for not only hosting hackathons, but also tailoring the events – by leveraging local talent, narrowing the focus to an online portal, and offering multiple tracks.

For hospitals to continue improving, they need to invest as much effort in on-site functionality as much as they invest in the advancement of medicine. The hosptials that find ways to deliver care beyond the walls of a hospital will ultimately improve patient outcomes.

Learn more about the need for patient-centric hosptials – download our report


Is Your Hospital Website Patient Centric?

Learn how some of America’s top hospitals fall short in delivering on patients’ online expectations and how it affects your hospital’s ROI. Download the full report – Aligning Patient Needs with Online Capabilities – today.

What we found…

  • 49% of the top hospitals lack a mobile-friendly website
  • Only 1 out of 5 offers online pre-registration for appointments
  • 67% fail to offer online rehab and aftercare information

Read the full report to evaluate what is preventing your own hospital’s marketing efforts from achieving a greater return on investment from your website.

Click to view our report.


You Can’t Ignore Mobile Healthcare (mHealth)

Each year, more people use mobile devices to access the internet a so it shouldn’t come as a shock to realize that more people are searching for health information from their tablets and smartphones. A mobile site can benefit current or potential customers differently than a desktop version because those searching via handheld devices are often closer to conversion a and therefore, are looking for specific information.

Who uses mobile?

Patients search for symptoms and facility directions from their phones. Physicians and administrators use tablets and smart phones to research and ultimately choose specific health care products. Whether you’re a health care provider or a B2B brand that supplies health products, we strongly recommend exploring Google Analytics to determine the volume of visitors coming to your website through a mobile device. This will help you gauge the importance of investing in this product.

Improved User Experience

Mobile websites are built for small screens and finger-driven navigation. This means visitors won’t have to zoom in to view an image or find a link to click. It is terribly frustrating to click on the wrong anchor text, and in this age, people don’t have the patience for a poor user experience. A mobile site enables you to use your fingers to move through a website.

Functional Features

Desktop versions of websites usually fall short when viewed from a mobile screen a not only visually, but also in terms of functionality. When searching for a hospital from your smart phone, people expect to be able to seamlessly make a call from the website instead of memorizing the digits and manually entering them in the phone. Mobile websites also simplify the process of submitting contact information, whether through forms or email.

Provide information patients most want

When searching from a phone or tablet, people are restricted with the capabilities provided by a mobile screen, so it’s important to enable fast access to the information patients are most interested in retrieving. Tim Murphy, a mobile website developer, put together a helpful case study that explores how he defines the needs of three different personas.

The key pieces of information patients typically want to find are:

  • Doctor information
  • Hours
  • Parking
  • Map directions (with native GPS ability)
  • Map of hospital layout
  • ER wait time feeds
  • Resources

As Tim shows in his presentation above, not everyone accessing the mobile website is a patient. Healthcare providers should feature content on the mobile site that caters to the different personas.


Effective advertising

Due to the significant percentage of user drop-off after the first page of results, ranking favorably in mobile search results is a must. For this reason, Paid Search is a great solution to driving traffic when your pages aren’t showing in organic results on the first couple of pages. The ads take up a majority of the real estate on mobile screens, encouraging clicks. However, it makes me cringe to see mobile search ads leading to landing pages that aren’t mobile-friendly. Clicks and impressions aren’t the metrics your brand should be interested in a so it’s important to lead mobile visitors to an appropriate landing page. Depending on the ad messaging and searcher’s intent, an effective page should either have a form that is easy to fill out from a phone or tablet, or it should feature a prominent phone number that directs searchers to a line dedicated to addressing their problem.

Mobile site or mobile app?

We often hear healthcare IT or marketing professionals debating whether to invest in a mobile website or a mobile app. We say: why not both? Each platform has its own advantages.

Mobile websites, as we’ve covered, are important for capturing traffic that isn’t necessarily searching for your specific brand. They enable the completion of tasks, such as finding a doctor or easily calling the facility a without having to download the application. An app, on the other hand, might more effectively serve current patients looking to stay on track with a health plan. An interesting article from Forbes introduces a recent report on mobile health apps by IMS Institute for Healthcare Informatics. The report examined each app in the Health and Wellness category a more than 43,000 apps a and discovered that fewer than 24,000 were found to include legitimate health functions. Organizing and grading apps based on functions (Instruct, Inform, Collect Data, etc.), the report scored the different apps to determine several areas healthcare apps must address in order ato move from novelty to mainstream.” Among these recommendations are increasing security and more effectively integrating app data with electronic health records.

Conclusion: Opportunity for healthcare brands

As our reliance on mobile devices for search increases, so should brands’ commitment to improving the functionality of their mobile websites. We strongly urge digging into analytics to understand what information visitors are most interested in, as well as what areas your brand could improve upon.

Blog Ideas for Patient Engagement

Blog Ideas for Patient Engagement

Successful healthcare organizations understand how a blog can act as a driving force in their healthcare marketing strategy. Blogs allow medical professionals to produce fresh content, boost the site’s visibility in searches, provide meaningful, relevant answers, and to position physicians, facility or practice as an authority.

More than likely, you’re not going to acquire patients because you published an article that lists which vegetables have the most fiber. However, there are several benefits to continually updating your blog with fresh content:

  • Keep current patients informed and in a health-centric state-of-mind
  • Develop a reputation as a trustworthy, proactive healthcare brand
  • Involve physicians to share their expertise and build awareness
  • Promote events, brand achievements, and staff additions
  • Share patient stories and spread support

Content Ideas for Engagement

It’s important to first create an editorial plan that includes blog content ideas. We recommend varying the type of post to avoid being overly self-promotional or lacking brand-specific information. Informational posts should inform patients of key details about procedures, medical conditions, and innovations. Make your blog the go-to place for patients seeking cosmetic procedures, solutions to fertility problems, and support for chronic diseases. This is an excellent opportunity to feature posts written by your hospital’s physicians. If patients can find knowledgeable, authoritative, easy-to-digest information on your blog, they’ll be encouraged to seek you out as the solution. Incorporate case studies, videos, and lists to vary the content and appeal to a wide audience.

Narrative posts: One of the most obvious reasons people enjoy perusing hospital blogs is the less-intimidating nature of the posts. Blogs serve as an exceptional platform for sharing stories that take place within the walls of the organization. For instance, a patient willing to share her experience through a heart valve replacement surgery can not only validate the capabilities of the doctors but can also provide support to others in need of a similar procedure.

Trust-building posts: While a steady stream of blog content raises your authority level in the eyes of patients, a robust healthcare marketing strategy should include posts that detail your expertise, as patients looking for medical services must place their trust in providers. Include posts that feature cutting-edge equipment used to diagnose and treat conditions, physicians’ commitment to health, and brand recognition.

Day-to-day details: Use blog (and website) content to inform potential patients about the more frustrating aspects of getting good care. Include articles that show patients how to make an appointment, fill out the paperwork ahead of time, and ensure a smooth, quick appointment. Talk to patients about insurance reimbursements, and put their minds at ease when describing your practiceas emphasis on ensuring coverage.

General health tips: Regardless of the brand, the posts I most enjoy and take time to share are usually focused on general health. These can also be the most fun to write. Articles like “10 Ways to Sneak Veggies into Your Toddler’s Dinner” or “Tips for Avoiding Seasonal Affective Disorder” are able to resonate with a wide audience and potentially go viral. I’m a fan of the infographics from Cleveland Clinic.

Finding Specific Topics

With broad categories sketched out, you’re ready to delve into specific blog ideas. We generally advise organizations to flesh out at least six months’ worth of blog ideas. Look at the influencers. Review their blogs and make a list of the services, stories, and general information covered. As yourself, “How can my hospital follow these examples? What stories can we share? How can we explain this information more effectively?” Use Google Adwords. While you’re now required to log in to an AdWords account, you can still use the Keyword Planner tool without purchasing a campaign to determine the success rate of various search terms. Simply enter search terms based on research that shows what patients look for, and the program will gather commonly used search terms that relate to your query terms. Employ standard SEO practices. Once youave decided on keywords, use them sparingly. By most standards, experts agree that overstuffing a post with keywords alerts Google’s bots, who will mark your post as spam and downgrade your search standings. Make sure your infographics are SEO-friendly and URLs are structured properly. For healthcare systems, hospitals, and specialized physicians, a blog is an essential component of a dynamic healthcare marketing strategy. Blogs provide fresh content for your site and help to position your practice as the leading source of medical services in the area.

Improving Patient Outcomes: Online and Offline

The importance of content on a hospital website can’t be overstated. It engages and informs readers, while also enabling a hospital’s website to rank for terms that relate to the services provided. Content creation is necessary. But in the realm of healthcare, wherein the organizationas central purpose is to heal, content alone is not enough.

An article by Clinical Endocrinology News reports that patients only retain about 10% of the information from doctors during a visit, and only half leave with an understanding of their treatment plan. Whether blindsided by a surprising diagnosis, unable to understand medical jargon, or resistant to ask questions, patients are leaving their doctor appointments with little support for reaching a better health state. That’s not okay.

Result 1: Patients’ Health Doesnat Improve

The most glaring issue that results from uninformed patients is the appointment being a failed effort. If a patient doesn’t adhere to or even understand the doctor’s orders, the likelihood of improving is low. Treating patients for the same condition affects many organizations financially, as they now receive fines for increased readmission rates.

Result 2: Online Backlash is Prevalent

The second problematic result from the communication gap (before, during, and after) is one that affects the physician and hospital organization: negative reviews. An unfulfilled or dissatisfied patient is now free to share his or her experiences online. Whether venting to friends on a social network or anonymously posting a rating on a physician reviews website, patients’ words can greatly influence the physician’s online reputation. As Google continues to focus on delivering local results, reviews play a significant role in determining which results to serve in the search.

Anonymity online allows customers of every industry to profess their experiences without uncomfortable confrontation. If you haven’t already, develop a habit of routinely searching your hospital brand name or even specific physicians to gauge the general reputation in search engines and patient feedback a even if other physicians’ patients. By reading individuals’ reviews, you can better understand patients’ pain points and what your organization can do in the future to prevent dissatisfying experiences.

Improve Patient Outcomes with Communication

An article from the New York Times’ health blog tells of the recent trend in new physicians spending less time with patients a dedicating roughly eight minutes per patient. While many factors influence how a doctor allocates his or her time, there are a few ways doctors can improve patient outcomes, even on a tight schedule.

1. Improve one-on-one communication. Physicians often experience overwhelming burnout from the copious amounts of paperwork, patient visits and treatment, and chaotic schedules, but it’s essential to make the most of the short time spent with patients. Eliminate medical jargon and listen to patients’ concerns and needs before responding with what may be a long-winded or untailored response. An article in the Wall Street Journal has a fascinating collection of suggested improvements for doctor-patient communication. One of the experts interviewed, Dr. Peter Pronovost, contributed this thought:

“Doctors should ask open-ended questions to encourage each patient to describe his or her feelings and concerns about their illness. When doctors take the time to listen, the treatment decisions and care plans that they develop will better reflect their patients’ wishes; in turn, those plans are more likely to be followed by patients.”

2. Direct patients online for various stages of a patient’s life cycle. For instance, supplementing your website with information about heart valve disease (causes, symptoms, treatment, recovery) educates visitors and develops a sense of trust and appreciation. In addition to educational resources, a hospital website can prepare patients for their visit by outlining what they can expect, providing printable forms, and even prompting patients to create a list of questions to ask their physician.

3. Transfer doctors’ expertise and compassion to an online space One of our recent posts explained the need for doctors to share their expertise online. Although the extent of sharing and the platform used will differ among doctors, the need to proactively share online remains prevalent. Ideally, doctors could drive traffic to the site while simultaneously developing an online reputation by contributing articles to the blog and newsletter. At the very least, physicians can share articles they’ve read through Twitter or another social media channel, thus endorsing content their patients can then absorb.

Summary: Fulfilling Communication Gaps

In a perfect world, patients would come to consultations prepared and comfortable. Physicians would have enough time with patients to build a relationship and ensure directions are clear. Recovery or aftercare documents would live on the website, which would function as a resource center and health management tool. Gaps in communication sometimes prevent this scenario from becoming a reality, but increased online activity has created an opportunity for hospitals and physicians to facilitate tasks from the organization’s website. Improving patient outcomes starts by adopting a patient-centric standpoint regarding what they need to know and at what stage.

Why are some hospitals successful online?

Why are some hospitals wildly successful online?

It’s hard not to notice the buzz of healthcare best practices. Nearly every social media platform is constantly sharing, retweeting, and liking blog posts about Mayo Clinic’s patient engagement efforts and Cleveland Clinic’s email campaigns. Evolve does it too. These brands are leaders in care; each organizationas online presence reflects its outstanding reputation that precedes the digital age.

Successful online initiatives don’t simply happen, though. They are the result of a well-thought-out digital strategy. All of the pieces work together to build a powerful, innovative, patient-centric brand. Let’s explore the reasons healthcare organizations are able to work toward their online goals.

They’ve identified (and fixed) their website’s flaws

It can be tempting to ignore your organization’s struggling website and instead brainstorm colorful ideas, like a social media campaign or a video series. While there is certainly a time for that kind of content, the time is not now. Too many on-site issues hold back a website from ranking well in search results and providing visitors with a satisfactory user experience. Did you know, for example, that many healthcare websites are suffering from duplicate content issues? The example below shows two versions of the homepage. Ideally, the URL ending in “/index.html” would redirect permanently to the URL ending in “.org,” thus preventing the page from ranking in results (and ultimately competing with the other).

Other common issues we find in websites include:

  1. Too many domains: Often lacking in strategic motive, different domains end up competing with each other to rank.


  1. Lack of text on pages: This is particularly an issue if the page hosts a video. Search bots can’t understand the context of video, so it’s important to provide it in the form of text.


  1. Non-existent, duplicate, or incorrect title tags and meta descriptions: This is SEO 101. Even hospital websites using SharePoint can update this information.


  1. Poor URL structure: Yes, even URL structure matters!)


  1. Lack of keyword focus: This is typically a result of organizations not knowing which keywords to concentrate on. Keyword research can fix that.

They have invested in their marketing teamas digital IQ

One indication of a trustworthy or informative website is one whose pages are routinely updated. This is why content marketing has become such a big deal, and rightly so. But without investing in your marketing team’s knowledge and educating them on the purpose of SEO, there will be no reason for habits to change. For example, I found an infographic via Twitter that contains great content, but it, unfortunately, had several glaring issues:

  • The infographic was a flat jpeg
  • The text wasn’t crawlable, meaning there were NO keywords
  • The page had no title tag or meta description

Essentially, the page was invisible to search engines, with the exception of a few outbound links. Here is what the Spider Simulator tool shows:

It’s important for team members to understand how search engines work so as new content is generated, it will be created in an SEO-friendly way. So when a new page is added to the website, it will be fortified with a unique title tag and meta description, and images will have alt tags attached to them. When teams arenat educated according to SEO best practices, they won’t know to do these things.

Theyave invested in scalable, measurable marketing efforts

Despite the inability to effectively track leads, many healthcare providers spend a significant portion of their marketing budgets on billboards, newspaper advertising, radio spots, and television commercials. Perhaps it’s because the larger-than-life exposure seemingly validates the colossal price of those mediums. Healthcare marketers are wired to advertise with a public relations spin, but the feel-good messages arenat necessarily what your targeted audience is looking for. Furthermore, impressions arenat the metric your brand should be interested in. You should be focused on leads. People are looking for treatment options and symptoms online. In fact, Pew Internet research from earlier this year reported that 77% of online health seekers began their last search at a search engine like Google or Yahoo. This presents an exciting opportunity for healthcare organizations. Ranking organically doesn’t cost, but the effort involved in fixing on-site errors can be costly and span a lengthy timeline. Even without organic visibility, healthcare brands can invest in Search Engine Marketing (SEM), which enables brands to bid on terms or phrases potential patients are searching, and then display ads in prominent positions. Although you have to pay for this traffic, there are several benefits that completely validate SEM as an advertising medium:

  • Ability to target: Paid search ads are only displayed to those who type in terms you’ve bid on. And you only pay if someone clicks.


  • Tailor messaging easily: It doesn’t take long to realize if an ad is performing well or not. Data is delivered in a snap.


  • Use data toward website improvement: Google Analytics no longer shows which terms people searched to land on your site organically a but paid search still reveals which terms yielded clicks.

Theyave improved internal communication

Wildly successful healthcare organizations understand how important internal communication is. Only when the folks on the inside are aligned in terms of goals and expectations, will success start to happen. We know each service line has its own motivations and objectives, but the singular brand goal needs to drive success for everyone.

  • Sharing successes among service lines: Whether a paid search campaign, a piece of content, or reputation management initiatives, service lines should be willing to share their successes so other departments can follow suit.


  • Familiarizing physicians with other doctors for internal referrals: Physicians want to refer their patients to doctors they know and trust.


  • Using an electronic medical records (EMR) system to improve workflow and finances: Hospitals are more efficiently able to review patient history and understand what treatment is necessary.


  • Solidifying the brand identity: When every individual recognizes the organizationas purpose, culture, and goals, the brand will be better represented online and offline.



They facilitate the accomplishment of tasks online

Patient expectations are not what they used to be, particularly online. While healthcare providers once treated their websites as digital brochures, there is now a demand to enable patients to accomplish tasks from the comfort of their own homes.

  • Scheduling appointments: While this doesn’t apply to everyone, many patients appreciate the ability to schedule or request appointments online. It is a more convenient alternative, especially for those who don’t want to deal with the hassle of being put on hold over the phone. If we can order meals online without getting up from our office chairs, we should be able to schedule a doctor appointment.


  • Overviews of treatment options: The most successful hospitals online are providing thorough content regarding treatment options to their readers. I still see organizations linking to Wikipedia articles instead of explaining processes in their own words; it’s critical to transform your website into a one-stop shop for health information.


  • Online bill pay: Once again, patients want convenience. The best hospitals are doing more than just providing care; they are making the entire process simpler for patients. That includes online bill pay.


  • Provide aftercare and recovery information online: The same documents your physician hands over following an operation, diet plan, or consultation can be housed online, thus saving paper and making it much simpler to access the aftercare information. Ultimately, email reminders, digital instructions, and app notifications can result in fewer readmission rates.

As patients also turn to search engines for answers to health-related queries, hospital websites need to function as resource hubs. It’s important to deliver information in a variety of formats, if necessary. For example, Diabetes could be explained on a page featuring several paragraphs of information, an FAQ section, and visually-engaging videos or images. Blausen produces 3-D videos that uniquely inform visitors of the causes, risks, and treatments of various health concerns.


Last week I was talking to a college friend about her husband’s new residency at a prestigious hospital. She explained that his initial top hospital choice changed as he learned of doctors’ arrogance; the physicians felt they could ride on the organization’s reputation. And perhaps they can, for a little while longer. But as more patients turn to search engines to find a health care provider, and as more physician review sites surface, it will be exceedingly difficult for healthcare organizations to hide behind their reputations. The wildly successful brands are continuing to innovate the way they provide health care, and they are committing to facilitating the entire process for patients.

SharePoint Tips for Digital Healthcare Marketing

SharePoint Tips for Digital Healthcare Marketing

Content produced by health care organizations a such as emails, website pages, and patient resources a provides essential medical information and resources to both physicians and patients. But content does more than simply educate. It builds trust. It cultivates a relationship. In order to ensure the content you’ve generated reaches the right audience, there are specific ways your brand must communicate the value to search engines.

Quick Overview of SEO

To anyone who is skeptical or simply unaware of the effectiveness of SEO,  it can be summarized as a series of steps that help search engines understand your site’s content. Images, for example, are invisible to the search bots that crawl websites, so it is necessary to provide additional insight regarding the subject and context of your content. In addition to supplementing pages, it’s also important to remedy usability flaws a such as 404 errors, which result from faulty linking. Finally, SEO involves a strategic understanding of your patientsa needs so you can generate content that meets those needs. This process, keyword research, can illuminate which service lines take priority. The ultimate goal in SEO is to achieve rankings that are more favorable than competitors in a search engine’s search results page (SERP). Higher rankings generally result in more visitors to the site, and while a higher traffic volume isn’t the end-all indication of digital victory, it certainly is a good start!

Incorporating SEO into SharePoint

It is very common among healthcare brands to use SharePoint as a content management tool, but not every hospital is using the system to its full potential. The capabilities of SharePoint can improve internal systems of healthcare organizations. In addition to acting as a website platform, SharePoint also manages the following content:

  • Digital library of resources
  • Directory of physicians, patients, staff
  • Storage hub for operations forms
  • Project management solutions

Microsoft’s SharePoint is now equipped with SEO functions explicitly designed to improve the position of your site in organic search results a which is perfect for increasing the number of eyes that reach your healthcare content. When the content of your marketing message is easily accessed and understood, it will attract your targeted consumers. Fill in Metadata. SharePoint facilitates the process of adding this data so you don’t have to worry about supplementing the HTML from the frontend. To add and edit meta tags (title, meta description), visit Page tab and click “Edit Properties” then “Edit SEO Properties.” Here you can fill out the fields to better convey the context to search engines a and even specify whether the page should be indexed. According to Microsoftas instructions, you also have the opportunity to add meta keywords; however, we don’t recommend this. Googleas algorithm now disregards this information. Use Keywords Strategically While keyword phrases were traditionally plugged into existing content, they now serve as guides for content topics. Hopefully, you already have a list of keywords to reference a there is a wide range of uses for those terms. The first is general content creation; by understanding what visitors are searching, you can craft blog posts, website pages, and downloadable resources. Over time, you can track which pieces of content have received the most engagement and therefore present opportunity for deeper dives into the subject. It’s important to note that SharePoint allows for easy URL customization. We have an entire post dedicated to keeping URL structure SEO-friendly, but in short: incorporate a relevant keyword into the URL, but do so sparingly. Update Sitemap and Robots.txt As explained in Chapter three of our updated SEO Guide, a sitemap is a file that lists the pages on your site you want search bots to crawl and index. Sitemaps act as a directory of the different pages so nothing gets overlooked when a search engine is assessing your website. SharePoint updates the sitemap for you over time so it is inclusive of all pages. You can then submit the sitemap through various search enginesa webmaster tools so it can recrawl new or updated pages.

Robots.txt is a file that tells search bots what they shouldn’t crawl. For example, if patients can log in and set up a profile, the individual profiles should not appear in search engine results pages. To ensure they are not able to rank for search queries, they can be added to the robots.txt file. SharePoint generates this file as well.


When used correctly, SharePoint can transform the way a hospital communicates internally and externally. As health care brands experience stricter penalties for providing redundant care, it is critical to identify flaws in the flow of communication a and that includes the website.