Session 2: Unseen Content Can’t Be Great: How To Increase Visibility
Gone are the days when SEO was an afterthought. Today, SEO, analytics and back-end development have gained equal footing with front-end design—providing brands with opportunities to tell their unique stories while also understanding reach and ROI.
At Content+, our client NewYork-Presbyterian (NYP) showcased how they became an important voice and center of reliable information at the peak of New York City’s COVID-19 outbreak last year. NYP’s Sharon Cotliar-Zweifach, Editorial Director; Anna Plesset, Art Director; and Pace’s very own Angie Porow, Associate Director of Strategy, presented on NYP’s journey as their Health Matters content hub quickly pivoted in early 2020 to better support their community.
Although already a strong SEO-backed site, together with Pace, NYP created an even stronger SEO strategy that aimed at creating COVID-19 related content that was optimized to answer users’ questions—told directly and authentically through NYP’s lens. They engaged their experts who told emotional stories from the ER. They broadcast CDC guidelines to ensure New Yorkers were staying safe. And so much more.
The result? People engaged to learn more and found a source of truth, at a time of both a lack of information and mass disinformation. The uptick in visibility, page views and users was swift, fueled by a growing need to stay informed. Analytics further solidified the strategy—helping fine-tune content and inform future topics. Without powerful SEO behind the scenes, their content could’ve remained unnoticed. But with it, not only has it enhanced NYP’s content programs, but it has also propelled NYP to the forefront of COVID-19, leading conversations, saving lives and impacting communities throughout New York in the process.
TAKEAWAY #2: SEO Must Be at the Forefront