Cleveland Clinic’s “Team of Teams” Approach to SEO and Content Marketing

“Each team member plays an integral part in the creation and publication of each article on our website,” says Cleveland Clinic content growth senior director.

// By Jane Weber Brubaker //

If you ask Google to solve the mystery of any random thing happening to your body, chances are you’ll find an answer from Cleveland Clinic high up on page 1 of the search engine results page.

Search on “the color of snot,” for example, and you get “What the Color of Your Snot Really Means,” a post on Cleveland Clinic Health Essentials. Another query, “Why is my nose running so much?” leads to a post in the Cleveland Clinic Health Library, “Rhinorrhea (Runny Nose).”

How does it consistently rank so high for such a large number of health-related questions across so many topics? Scale and specialization have a lot to do with it.

Amanda Todorovich, executive director, Digital Marketing at Cleveland Clinic

“We now have an SEO person for every clinical area, and they have a partner in the editorial team who’s running that content with them,” says Amanda Todorovich, Cleveland Clinic executive director of Digital Marketing, in a January 2023 eHealthcare Strategy & Trends article. “And the reason we did that, I want them to be able to really understand the competitive landscape … and just own that space and really drive strategy there.”

She explained the three-pillar structure of each team: editorial, content growth, and content architecture.

We wanted to dig into how these teams work. Todorovich pointed us to Stephanie Brunskole, senior director, Content Growth at Cleveland Clinic for a deeper dive.

Read our Q&A with Brunskole to learn how a collaborative approach that leverages each person’s expertise has been a winning formula for Cleveland Clinic.

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