Matt Bailey & Aaron Watkins, Johns Hopkins Medicine Good medicine (and business) starts with good data. But how do we help our teams make data-driven decisions as a rule? Learn how leading light Johns Hopkins Medicine built a culture around SEO, what was a huge success, and what fell flat on its face as they transformed decision-making within the institution and web team.

1. Trick Shots vs Epic Fails
Building a Culture Around SEO

2. • World leader using research to
advance medical care
• Highly decentralized & matrixed
• Selectively collaborative
• Individualized success metrics
• Consensus driven, not hierarchical
• Deep sense of ownership of
web and content

3. • 3rd most visited hospital web site
• More than 4 million visits monthly
• Less than 200,000 ten years ago
hopkinsmedicine.org today

4. Video 1 Placeholder

5. Conditions,
Treatments,
Professionals’
Names
Service
Line Web
Presence
Engaging
Health
Content
Hospital
Web
Presence
Faculty
Physician
Profiles
Research Lab
Profiles

6. Health information pages,
along with physician profiles
draw 50% of visits.
Only 10% of the total pages
on hopkinsmedicine.org,
these create critcial pathways
for audiences to learn and
engage

7. SEO…
What is
it Worth?

8. Search Engine Optimization
1 2 3 4 5 6-10 P. 2 P. 3+
55% of searchers click on the first 3 positions in Google.
Keywords Traffic Value
Health Sys 1 750k 34.2M $142.5M
Health Sys 2 146k 2.2M $8.0M
JHM 91k 1.0M $3.64M
Health Sys 3 87k 153k $557k
Health Sys 4 219k 244k $888k
31%
14%
10%
7% 6% 4% 4% 2%
0
5
10
15
20
25
30
35
CTR
Exact Position

9. Video 2 Placeholder

10. Where
is Your
Proof of
Concept?

11. Developing a Proof of Concept
Research Theory Test
Analysis Best Practice Adoption

12. Video 3 Placeholder

13. The
Mindset
of Site
Efficency

14. Key Word Strategy
Page 2 keywords

15. Video 4 Placeholder

16. Who Owns
SEO?

17. Content
Data Analytics
Production Site
Structure
Ranking
Strategy
Crawl/Index
Optimization
Content
Curation
Mobile
Strategy
User
Experience
Content
Optimization

18. Video 5 Placeholder

19. Building
a Team

21. Content Curation
Content Optimization
Ranking Strategy
Site Structure
Crawl/Index Optimization
Mobile Strategy
User Experience
+
+
=
Content
Data Analytics
Production

22. Duplicate Content Case Study
Moved Sarcoma condition content from Kimmel Cancer site to central
health library.
31%
in traffic
RESULTS
Moved the search term
Ewing Sarcoma
to page 1 of Google
49,500 monthly searches

23. AMP
Page Speed
49/100
to
88/100
344% decrease
in page load
time
AMP content loading in
986 milliseconds

24. Video 6 Placeholder

25. Fear of
Large
Batch
Testing

26. Small
Test Group
Small
Data Set
Small
Confidence
Level
= =
Assessing Risk
Volume of Traffic Value of Traffic User Experience
High x
Medium x x
Low
Challenges of Small Batch Testing

27. Video 7 Placeholder

28. Empowering
the Team
with Data

30. ENT is searched 49% more than Otolaryngology
How Have We Leveraged Data?
VS
Otolaryngology
90,500 MSV
ENT
135,000 MSV

31. 5,607,287 6,399,241 7,738,118
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Source: Google Analytics
64%
Our Digital Growth
• 2008 & 2010 Redesigns
• First Wave of Integration
• Faculty Profiles Introduction
• Healthy
Library
Launch
• Second Wave
of Integration
159%
106%
• Hopkins Health Content
• Centralization of Physician
Profiles

32. Current State – Central Data
H E A L T H
C O N T E N T
These applications exist on the current platform,
in more than one version in some cases they will
need to be built in Sitecore
D O C T O R
P R O F I L E S
M E D I A
R E L E A S E S
N E W S &
P U B L I C A T I O N S
Future State – Central Data
G I V I N G
E N H A N C E D
L A B L I S T I N G S
R E S I D E N C I E S
& F E L L O W S H I P S
H E A L T H
C O N T E N T
D O C T O R
P R O F I L E S
M E D I A
R E L E A S E S
N E W S &
P U B L I C A T I O N S
64%of site's content will be:
• centralized,
• automated,
• related by
taxonomy,
• capable of
personalization
L O C A T I O N S