SEO Lessons Learned by Integris Health
by Mark S. Gothberg
Based in Oklahoma City, Integris Health is the state’s largest health system. The market is extremely competitive, with four health systems aggressively promoting their services through television and other traditional media, thus making strong website traffic critical to Integris Health’s business success. As with most provider websites, search engines are a major source of traffic to the Integris site, but unfortunately, before 2012 the organization was not getting its fair share. In fact, its search-related traffic was dwarfed by its major competitor, OU Medicine. Working with an outside agency beginning in January 2012, Integris saw its search traffic rise by 24 percent during a nine-month period. Integris is now in the dominant position in the share of search traffic.
How Integris improved its search engine traffic and position was the subject of a presentation at the Sixteenth Annual Healthcare Internet Conference held in November in Las Vegas. Presenting were Todd Stogner, new media manager at Integris, and David Christopher, SEO manager at Opubco Communications Group, an Oklahoma City firm that assisted Integris in it search engine optimization.
During their presentation and in a recent follow-up interview, Stogner and Christopher detail the key lessons learned by Integris Health in its journey to improve search engine optimization.