E Pluribus Website: Out of Many Sites, One Mega Site
This article is part of Focus on Content Marketing: A Spotlight on Content Marketing Trends for Healthcare Marketers, an exclusive member report from eHealthcare Strategy & Trends.
// By Jim Samuel //
E Pluribus Unum — Out of Many, One. It’s on the back of every dollar bill but can also be applied to health systems that consolidate content into a single hub.
Ohio State Wexner Medical Center faced a challenge. It wanted to combine blog content and news from several high-performing system websites into a single mega site called Ohio State Health & Discovery. But much of the content it planned to use had earned high rankings in Google’s search engine results pages (SERP), including many placements as Google featured snippets.
Could the Columbus, Ohio-based system consolidate all its blog content without losing its featured snippets and other high-ranking positions? Could it create a single mega site that retained the organic search traffic generated by the individual blogs?
Lina Soliman, omnichannel strategy associate director for Ohio State Wexner Medical Center
Lina Soliman is omnichannel strategy associate director for Ohio State Wexner Medical Center. Soliman explained how the university health system achieved its goals during a presentation at SHSMD Connections 2022, the conference hosted by the Society for Health Care Strategy & Market Development.
Soliman and Sam Underwood, vice president of business strategy at Futurety, LLC, described how their two organizations successfully used data to evaluate, plan, and implement a content migration project that merged content from dozens of blogs into a single website.
“Here’s the vision that fueled this project,” Soliman explains. “Create a consolidated health news and research site from multiple medical center sites, including the College of Medicine, the James Cancer Hospital, and The Ohio State University Wexner Medical Center site, and create one mega site from all those multiple sites.”
Read on to find out how they created the mega site — and protected their featured snippets.
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