It’s all in the results.
I am passionate about leveraging data-driven results and SEO research to deliver measurable outcomes for my clients. By analyzing current Google rankings, I gain valuable insights into where a client stands and how we can achieve their goals. While SEO isn’t the only metric to consider, it provides an excellent gauge of a program's performance. For example, I’ve worked with clients who were dissatisfied with a website redesign, certain that their web presence needed to mimic competitors. However, through in-depth research into their Google Analytics and competitor comparisons, I was able to demonstrate that their program was outperforming the competitor in terms of traffic and clicks. This kind of data analysis allows me to provide clients with actionable guidance on how to enhance engagement, whether through optimizing their SEO or identifying other areas of their marketing strategy for improvement.
Web Migration Project
During my first two years with Indiana University School of Medicine, I worked with the school’s digital team during a major web migration project where we transitioned from Concrete5 to WordPress. The purpose of this effort was to create a dedicated web presence for the school. Prior to this, each school department was responsible not just for building their web presence but maintaining it. Over the years, this created confusion and difficulty for viewers to uncover information when visiting their web pages, let alone know that certain departments were affiliated with the IU School of Medicine.
Communication was vital to ensure the success of this project, guiding departments and the school into a new era of digital life.
I worked closely with several groups to transition their web content to WordPress. This not only included leading meetings but also involved diving headfirst into SEO to determine what information would be best to amplify a group’s messaging.
“What pages should exist?”
“How can we rewrite copy so it performs better via Google rankings?”
“What keywords should we use?”
“Who are we targeting with this web presence?”
“What are similar programs doing?”
Overall, this project involved transitioning over 40,000 unique URLs to a more concise, professional web presence that elevated the school’s web presence and Google rankings. The below images show the improvements made during this project (2017 vs. second 2024, currently using Sitecore).
Improved SEO
A contributing factor for my promotion to Communications Manager for the Department of Radiology and Imaging Sciences at IU School of Medicine was the improvement to the department’s web presence as a result of my leadership.
During my time as Communications Coordinator, I created a bi-monthly digital meeting where clients were encouraged to attend. Every few months, I’d lead different initiatives to enable progress with our web presence via controlled vocabulary (identifying keywords or questions often asked by audience), determining content structure, and understanding metadata (Semrush and Google Analytics). In support of these efforts, I would also arrange photoshoots, implement email marketing campaigns, or work with programs to edit content. The efforts and organization of this group instigated change and led the stride on what digital marketing and content management could do for departments throughout the school.
The following three graphs depict improved results as a result of this group and my leadership.
This first image shows an “Apply” webpage for one of the education programs which had a large increase in views between the years 2021 and 2022 (Sept 2021 we had 134 visitors compared to Sept 2022 we had 495). This data matched the improved application-rate for this program.
The second and third images show how Google rankings improved for the Residency and Fellowship programs over a span of three years compared to one of our big competitors at the time (Vanderbilt). Much of the Increase was a result of web migration and our eventual use of Sitecore, but the initiatives I led in this web group played a significant role in our rankings improving
Content & Design Updates
In 2023, I worked closely with one of the Fellowship programs to better design their web presence. Their old page design was very content-heavy, making it challenging for viewers to isolate relevant information. Additionally, the page was hard to navigate and not engaging at all. Over the course of three months, I interviewed several trainees and and faculty, researched other programs designed (seeing how their webpages performed and what trainees liked or disliked about them) captured photos and designed videos, and changed the overall layout of the program’s web presence. These changes not only looked more engaging but improved the experience of prospective trainees.
The below images show the previous web design vs. the updates made in 2023:
Additionally, below is feedback from prospective trainees who explored the program’s pages: