Insights from Katie New at brightonSEO
In the healthcare sector, data is key for informing website, content and marketing strategies. However, for many marketing leads and digital directors, monthly SEO reports often fail to drive meaningful action . Reports are frequently dense, technical and full of useful metrics, yet they often leave the most important questions unanswered.
The reality is that when reports fail to drive action, growth plateaus and decisions are made without the backing of evidence from the data. This challenge was the focus of Katie New’s recent session at brightonSEO, the world’s largest search conference, as she outlined the practical framework she uses to ensure reports are strategically focused, provide useful context and most importantly are a catalyst for action.
When metrics mask meaning
Most SEO reporting follows a traditional ‘metrics-first’ path. We begin with the data we have: rankings, bounce rates, or organic sessions, and then attempt to build a narrative around those numbers.
In healthcare, this approach is often insufficient. A rise in organic traffic might appear positive, but if that traffic isn’t reaching the specific patient support resources or HCP portals intended, then the report isn’t providing meaningful insight . This leads to reports that serve as passive updates rather than strategic tools, failing to influence internal decision-making.
A different breed of stakeholder: Why tailored reporting is critical for healthcare
Reporting for health brands is unique because the audience is so diverse. A single report often needs to satisfy:
- Medical and Clinical Leads who require accuracy and evidence of patient impact.
- Compliance and Legal Teams who must ensure digital activities remain within strict regulatory boundaries.
- Commercial Brand Managers who need to see how SEO investment translates into market share.
A standard, automated report cannot meet these varying needs. This is why Katie’s shift from “what can we track?” to “who are we talking to?” and “what questions do they need answered” is so relevant for our sector.
The treatment plan: A question-led framework
Katie introduced a practical, framework designed to transform cluttered reports into strategic assets by starting with the core questions stakeholders need answered. Here is how to apply that logic to a healthcare digital strategy:
- Start by defining exactly who will be reading the report. What are their primary objectives and what specific pressures are they under?
- Instead of listing metrics, identify the core questions the stakeholders need answered. For example: “Are we reaching patients at the point of diagnosis?” or “Is our content effectively educating HCPs on our new therapy?”
- Only include the metrics that directly relate to those questions. If a data point doesn’t provide a clear answer or insight, it should be removed to avoid clutter.
- Healthcare priorities change. Implement a feedback system to regularly check if the questions being asked are still the right ones as the market or regulatory landscape shifts, and if the report is still driving action
Takeaway: Reporting for results
Key lessons for health brands:
- User-first, not data-first: Your report should be designed for the human reading it, not just the data you have available.
- Answer, don’t just inform: A successful SEO report should solve a problem or guide a decision.
- Less is more: In a highly regulated, complex industry, clarity is more valuable than volume.
To support this user-centric approach, Katie shared an Aligned Reporting Toolkit. For healthcare marketers, this is a perfect starting point to get aligned across teams and uncover what truly matters, ensuring your next report is lean, focused, and crucially, leads to action.
Are your SEO reports failing to reflect your brand’s clinical impact? Contact the specialists at Varn Health to find out how we can help you build a reporting framework that drives commercial and patient-centric success.
