Opening the Door for New
Patients with SEO and PPC
Search Engine Optimization, Paid Ads
In 2023, Hartford HealthCare asked us, as their longtime digital marketing partner, to help optimize two different areas of digital marketing: SEO and paid ad campaigns.
The system had recently launched a new website, which naturally leads to a dip in organic traffic and search rankings. At the same time, HHC’s paid campaigns weren’t utilizing the money invested in them as efficiently as possible
Hartford HealthCare at a Glance
44,000
Employees
500
Locations
185
Communities Served
6,300+
Providers
23,000+
Daily Patient Encounters
Goals
Goal #1
Create a SEO strategy that would help recoup the lost organic and search rankings after HHC’s new site launch.
Goal #2
Bring PPC efforts back on track to follow campaign
best practices.
The Work
Auditing for success
Our initial audits of HHC’s paid campaigns revealed that the system’s current campaigns had redundancies and inefficiencies that could end up costing more money than the campaigns were bringing in
Targeting easy wins
We identified the “low-hanging fruit” — the small fixes our team could make to achieve fast results — including incorrect tags that caused Google to ignore some pages, and broken pages that lead to dead ends for users.
Many of the pages — including ones for critical service lines — were improperly tagged, leading Google and other search engines to ignore them. Other pages were broken, leading to dead ends for users.
Prioritizing paid ads
On the paid search front, we reimagined HHC’s entire approach ensure all paid and non-paid channels worked in tandem to avoid self-competition, like individual HHC facilities battling for rankings on similar keywords.
Identifying untapped audiences
With HHC’s initial paid ad issues tackled, our team continues to search for new audiences and ways to reach them through innovative search trends and pay-per-click strategies.
Consistent improvements & reporting
We continue to refine HHC’s SEO strategy, creating new keyword-optimized content, experimenting with new metadata, and providing regular reports on how their PPC and SEO campaigns are working.
PPC Results
In the first nine months of Hartford’s revamped paid campaign, the account received:
The best thing about working with the team is that I trust they operate with their clients’ interests in mind. Geonetric is a true partner, beyond just the services they provide. We appreciate having them as an extension of our in-house team.
Nicole Spagnoletti, Director of Digital Marketing, Hartford HealthCare
SEO Results
SEO results typically take a bit longer to see, but HHC is already seeing phenomenal progress in year-over-year results:
Award Recognition
Hartford HealthCare won an Honorable Mention in the SEM Campaign category of the 2024 MarCom Awards.
