Brand Consolidation SEO: An IU Health Domain Migration
This post was written by a Slingshot SEO Client Success Manager. Its purpose is to share a success story of a brand consolidation SEO process — a complicated task with thousands of variables to manage. This post provides a use case for similar search media efforts. All comments, suggestions, and questions are welcome.
In May of 2010, Clarian Health Partners announced plans to grow its partnership with Indiana University’s School of Medicine and rename its hospital network to Indiana University Health. The announcement signaled a commitment to both national and global expansion and set in motion a plan to more closely unify a network of nearly 20 hospitals throughout the state of Indiana.
The brand relaunch, set for January of 2011, was an ambitious goal. Clarian.org would become a brand new website with refocused messaging on a brand new domain – iuhealth.org.
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Building a successful business online starts with the right product that fills an unmet need that is also sold at the right price. The former is a highly simplistic breakdown of what it takes to succeed in any market space. However, what if your product can’t be found by someone searching online? What if you don’t have the product in stock when it is found? Or even worse, what if you match your competitor’s product apples to apples but they can deliver it faster than you?