Key Resources Mentioned in Today's Episode:

COVID-19 Digital Digest Report by ReviveHealth

Google's Resource on COVID-19

Google’s Recommendation On Updating Google My Business Profiles

Key Takeaways from Today's Episode:

• Google is demoting its core algorithm in favor of “handpicking information,” aka human vetting. Real people are monitoring daily search queries day and night with a focus on sourcing content from government agencies first and foremost, followed by first responders, trusted media sources, NGOs, and other Google services.
• Building out COVID-19 specific content that is updated at least daily, if not hourly, is the key.
• Think about the questions that your patients and communities are asking and how your health system can answer them. Consider ways this kind of content can come to life in unique and interesting ways such as infographics, downloads, and video clips.
• Health systems should focus on consistently updating their Google My Business profiles within the upcoming days, weeks, and months.
• Google Search Network is not allowing advertisers to bid on “COVID-19” or “coronavirus” keywords because of the “sensitive” nature of the terms, and Google Display Network is banning ads with COVID-19 content.
• Consider how you can adjust your messaging, both in terms of ad copy and creative as well as landing page and website experiences, to meet the new needs of consumers and better position your brand.