An excerpt from SilverTech e-book Healthcare Marketing Initiatives Physicians Care About
We see it all the time. There’s a new initiative, new physician or service line offering and you want to get it as much exposure as possible. We aren’t suggesting pulling back on content on your site, but rather making sure it’s integrated into and accounted for in the site’s overall framework. Adding the right content is good, and adding content where it makes sense is even better.
Add pages carefully
A page on the site is an easy thing to give, right? Brochures are expensive, an ad in the newspaper is even more so, but a page on your facility’s website won’t cost you anything. Technically, that might be correct, but if you end up with too many of those sprawling tendrils branching out from your sitemap, you start seeing some unintended consequences.
It could have a negative effect on SEO, and even more importantly, create a negative or confusing experience for your site’s visitors. And if the content is buried somewhere that nobody will ever find it anyway, are you really satisfying any request when you have to report that the site isn’t incurring any page views?
The solution is to make sure you have an area built into your sitemap for items like this. Most facilities and practices have a news section that are ideal for a PR-focused effort. If something doesn’t warrant a full press release or write up, maybe your practice or facility’s Facebook page is the right place for the content. If you’ve confirmed that the content really does deserve a page of its own, and there’s a logical place for it in the information architecture, the last box to check off is to make sure it’s consistent with the rest of the content that surrounds it. Create meaningful links to other parts of the site, use keywords that make sense (that is, write the content in ways you think people are searching for it, and avoid terminology that people will have to Google to understand in the first place).
Organize your sitemap to include one-offs
If you’re in the process updating a current site or creating a new one, it’s important to make sure the sitemap allows for growth in parallel with your strategic objectives. Most hospitals organize their sites by service lines, while individual practices may focus more on providers, location and expertise. Whatever situation fits your brand, allowing room for growth keeps your organizational structure tidy and search engines happy.