Henry Ford Health System – Increased Visibility in Search with Structured Data

Henry Ford Health System is one of America’s leading comprehensive, integrated health systems. They provide health insurance and health care delivery, including acute, specialty, primary and preventive care services backed by excellence in research and education.

New insights into website content performance

Henry Ford Health System Logo

Our partnership with Schema App reassures us that this important component of our SEO strategy is being managed. The data we have been able to get out of this is great. Providers love to see how good their marked up listings look in search results. It’s great evidence of the work we do behind the scenes to increase visibility in our market.”

Julie Goldstein-Dunn, Manager, Marketing, SEO, SEM & Analytics, Henry Ford Health System

Strategy

STRATEGY

Prior to COVID-19, Schema App has been optimizing Henry Ford Health System’s website with schema markup, and naturally being in the health industry they saw a large influx of traffic during the pandemic. The challenge was the parse out COVID-19 related searches.

Agility

AGILITY

Schema App’s Enhanced Analytics Reporting provides deep insights and granularity into website traffic by pulling marked up schema.org properties into Google Analytics. The Schema App team used the schema markup across the website to identify groups of pages that had content trends in health topics.

Results

RESULTS

Comparing the averages in performance between different content groups and trends helped measure the correlation between web traffic and patient interests. This insight informed Henry Ford Health System the types of content topics to create to best reach their patients.

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The Challenge

Prior to COVID-19, Schema App had been optimizing Henry Ford Health System’s website with schema markup, and naturally being in the health industry they have seen a large influx of traffic during the pandemic. The challenge was to parse out COVID-19 related searches and find what other health topics people were searching for in order to build content to meet their customer needs during the pandemic and in the future.

The Strategy

Schema App’s Enhanced Analytics reporting provides deep insights and granularity into website traffic by pulling marked up schema.org properties into Google Analytics. Henry Ford Health Systems was able to leverage their pre-existing schema markup into the Enhanced Analytics reports.

The Results

The Schema App team used the schema markup across https://www.henryford.com/ to identify groups of pages that had content regarding the same medical specialties and health topics. Comparing the averages in performance between these different groups helped measure the correlation between web traffic and patient interests. This insight informed Henry Ford Health System the types of content topics to create and best reach their patients, based on what they have already been searching for and engaging with.

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