Back in the halcyon days of SEO, Fathom’s slogan once was The power of words. And with good reason: Keywords on your website and in links pointing to it told Google what your business was about (and by extension, the people who searched for businesses like it). Yes, words were quite powerful in classic SEO… and presented relatively simple ways to manipulate Google.
Let’s fast-forward to today. Jill Konrath—sought-after sales speaker, author and educator—just launched a redesign of her website.… Read the rest
Newsflash: Google has changed. If you want your site to rank for competitive keywords phrases, then building web directory backlinks and posting about new products on your blog just doesn’t cut the mustard anymore.
Yah, I know . . . you’ve heard that already. From a lot of people. So you’re trying to publish more “thought leadership” type content on your website. Stuff that delivers value to your targeted audience. Stuff that will help Google identify your site as an authority in your niche, and hopefully generate better rankings.… Read the rest
The title of this post is a pretty common question we get from digital-marketing and service-line managers who want to know how best to promote their health system through paid advertising. Unfortunately, there is not a simple answer because so many factors can determine the “right” amount to spend.
That said, here are some things to consider when budgeting paid advertising for a healthcare organization:
1. How many service lines would you like to promote? Will you be promoting specific doctors?… Read the rest
Since I’ve been given to talking about marketing investments recently, sharing a new report from RSW/US seems appropriate. It shows 51% of marketers expecting to ‘somewhat or heavily increase’ their spending on marketing and advertising in 2015. It also shows 62% of agency marketers saying the same of their clients.
Regardless of what this group of 123 senior-level brand marketers and 158 marketing agency execs said, you want to make sure you’re investing smartly regardless of what direction your marketing-advertising budget is going this year. … Read the rest
Google has been making a lot of changes over the past few months, and if you read my post about avoiding dynamic disaster, then you know that I don’t agree with all of them. With that said, one of their latest updates has a lot of potential for increasing both click-through rates (CTRs) and ad relevance.
The second addition to Google’s Ad Customizers rollout was something called the Countdown Widget. Located under the Ads tab when creating new text ads, the countdown widget lets you dynamically enter the number of days remaining to any days of importance.… Read the rest