Why Google's SEO Strategy May Drive You Back to Digital Display

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Bit by bit, Google has been changing the terms of its SEO strategy deal with healthcare marketers.

Health systems produced content and then made it “findable” by following established search engine optimization (SEO) techniques, in exchange for greater visibility when Google’s users plugged in related search terms. With more than 60% market share, Google’s importance as a matchmaker between content and curiosity could not be overstated.

But Google’s strategy is shifting away from matchmaker to one of being a destination in and of itself, with fewer hand-offs necessary to your non-e-commerce site.

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