Getting more traffic from search engines like Google is an art and a science. In this session, we will share the practical marketing, design, and technical strategies that CTSI's Research Technology team used to more than triple traffic to clinicaltrials.ucsf.edu, the public-facing directory of every eligible clinical trial at UCSF.
Session participants will learn to rewrite page titles and descriptions to maximize user engagement, solicit links from external sites, pick clean URLs, specify geographic indicators, and develop a logical link structure. We will use real-life examples from UCSF and other comparable institutions to show the difference between what works, and what doesn't. The session is appropriate for people of all technical levels.
Slides: https://ucsf.box.com/s/k37zoyzcoijcd5xshuoaos2xt9wyh1fr (MyAccess login required)
No specialized experience needed, beyond knowing how to run a Google search
Anirvan Chatterjee (lead developer) and Brian Turner (product manager) are the core team behind the UCSF Clinical Trials directory, which has now been turned into a SaaS product used at UCSD, UC Davis, UC Irvine, UC Health, and the UC Cancer Consortium.
Both have previously presented on practical web marketing and academic product design at Sharecase, and at conferences across the U.S.
Their work was been awarded two golds and one honorable mention for the Sautter Award for Innovation in Information Technology, the University of California's top award for information technology products. Chatterjee was voted Communicator of the Year by the UCSF Communicators Network for trainings and evangelism around web analytics.