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Olmsted Medical Center Search Engine Optimization (SEO)

Olmsted Medical Center Search Engine Optimization (SEO)



The Process

Understand User Behavior

Uncovering search patterns, interpreting searcher intent and analyzing how users search for women’s health services in OMC’s geographical area were key to the project’s success.

Build a Better Structure

Armed with keyword and user analysis, the team restructured the women’s health section to ensure all pertinent service line content was in the same place and would be easy for site visitors to find.

Rewrite and Reshape Content

With some content missing and other out of date content, it was important to optimize the content from both a Web writing standpoint and keyword standpoint.

The Tactics

Olmsted Medical Center Women's Services Website

Develop Landing Page

As part of the restructuring, a new women’s health landing page was developed that illustrates OMC’s expanded services and focus on delivering exceptional healthcare to women. The landing page explains why women should choose OMC for health services throughout all the stages of a woman’s life. It’s also the perfect place to tell site visitors about OMC’s unique differentiators and lead users to the content they need in the section.

Olmsted Medical Center Women's Services Website Content

Create Focused Content

All of the content in the women’s health section was written or reshaped to align with users search patterns. Keyword research helped craft content page titles, descriptions, link text and body copy. The copy adopts a friendly tone, drawing readers in and encouraging them to learn more about the services OMC offers.

Olmsted Women's Pavilion Website Description

Promote the Pavilion

A new, $25 million, 80,000-square-ft. Women’s Health Pavilion was the impetus for of the SEO project and now that it is open, it’s the pride and joy of OMC. It was essential that the new content adequately promote the facility and tout its impressive features, but it was also important not to dilute the messaging for the services. Copy promoting the new facility is woven into the service line content, and the pavilion also has its own dedicated page.

The Results

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Impressive Search Ranking Improvements

Since launching the new Women’s Health section on its site, OMC is ranking better than ever across numerous keywords. In fact, 21 out of 24 of the targeted keywords have seen impressive improvement, with 14 moving into the top 10 rankings, and 6 moving into the top three. The three that didn’t improve remained the same and were already ranking in the first or second spot. In addition, page views have increased by 234%, and organic traffic is up 261%.


“We knew we needed some SEO help with our Women's Health Services site content. After three months of Geonetric's work we were truly amazed by the results. Our organization's strategic marketing committee was very impressed at the outcomes we saw as a return on OMC's investment, and our Ob/Gyn nurse supervisor is reporting substantial increases in new patient appointment requests due to her service's higher visibility online!”

Jeremy Salucka - Communication and Web Service Coordinator at Olmsted Medical Center

The Concept

Olmsted Medical Center Optimizes Women’s Health Promotion

With a new Women’s Health Pavilion opening soon, Olmsted Medical Center (OMC) engaged in a search engine optimization project to help increase the visibility of its women’s services among health consumers in Rochester, MN, and surrounding communities. Now the new complex – complete with a new Birth Center! – and the new Women’s Health Services section of the website are both getting lots of attention.

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Capture of Olmsted Medical Center's website rendered on a desktop

About the Client

About the Client

Olmsted Medical Center (OMC), a not-for-profit organization, has been southeastern Minnesota's hometown healthcare provider since 1949. OMC has more than 20 specialties and is best known for its convenient, quality, personal primary care.

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More information, please!

When you partner with Geonetric, you gain the expertise to help you understand your current performance, identify opportunities to improve and do the work required to outrank the competition. Your choice of CMS can either make or break your SEO strategy. That’s why hospitals around the country insist on VitalSite. Learn more about why Geonetric's VitalSite CMS is one of the best on the market.

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