The topic of Search Engine Optimization (SEO) is discussed by Reed Smith and Chris Boyer in episode 8. First, they cover the essentials that every hospital and health system needs when considering an SEO strategy. They then review an article written by Shel Holtz on the declining relevance of SEO. Facing off, the hosts argue whether SEO will eventually be a moot point. Lastly, they interview Patrick Singson, principal of The Raven Firm, on the evolution of SEO and where hospitals need to focus in the future when optimizing their own search engine efforts.

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