Striving to turn searchers into patients

Elizabeth Scott, associate vice president of marketing and e-business at Norton Healthcare in Louisville, KY, throws around phrases such as “meta tagging,” “bread crumbing,” and “content matrix” as if she were an information technology analyst.

Although she has a background in Web site content strategy, it is in marketing that Scott has become so familiar with such techie terms. She recently implemented the process of search engine optimization (SEO) for Norton’s Web site. SEO is the process of assessing and altering a Web site’s content, keywords, and tags so that the site is listed among the top search results on Internet search engines, such as Yahoo! and Google.