With a system of websites that serves locations across Northern California, providing information that is easy for patients and potential patients to find is critical. Each of the thousands of doctors in the Sutter Health system has a Doctor Profile page. It is critical to Sutter Health that these pages be customer-friendly for people looking for a new doctor, and easy to find for someone using a search engine to find a certain type of doctor in their area.
Each Doctor Profile page on Sutter Health’s system of websites is an opportunity to attract new patients. Sutter Health needed the pages to have increased visibility in organic search results and local search results. Blast identified that Sutter Health’s approach to Doctor Profile pages was disjointed with localized websites, causing issues with the search engines giving proper value to the Sutter Health doctors in both organic results and in local listings. The existing approach made it difficult for the pages to have visibility across a wide set of search terms that potential patients use to find a doctor.
A combination of tactics were implemented, including content consolidation, canonical tagging, and local SEO efforts. The influence was quickly visible and long lasting.
Patients are getting to the information they’re looking for more easily and Sutter Health is attracting new patients through search.
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