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School of Medicine IT

Analytics and SEO

Across the UNC School of Medicine’s WordPress network, more than 76% of web traffic sessions originates from Google searches. One of the most impactful ways to improve your search visibility is by improving your site’s accessibility.

A thoughtful, data-informed content strategy can help your site reach the right audience, improve usability, and support institutional goals.

Whether you’re maintaining a department site, an education program, or a research center, the same principles apply:

  • Search engines are the primary way users find your content.
  • North Carolina users are your most engaged audience.
  • Accessible, purposeful, well-structured content performs better—for everyone.

What You’ll Find in This Section

Web Traffic and SEO Trends: Explore how users are discovering SOM websites, which content performs best, and why Google Search is the most important traffic source to optimize for. Learn how to focus your content for local relevance and high-engagement audiences.

Actionable SEO and Accessibility Best Practices: Get a practical checklist of strategies to improve both SEO and accessibility beyond the minimum standards that will support discoverability, usability, and compliance all at once.

Google Analytics: Learn how to get access to the School of Medicine’s Google Analytics account and how to use this analytics tools to track your content’s performance. Filter by source, geography, and page path to understand what’s working, what needs improvement, and how users are interacting with your site.

Cleaning Up Website Content: Learn how to refocus your site by removing outdated content, consolidating overlapping information, and streamlining navigation. A clean site improves SEO, accessibility, and overall usability while making ongoing maintenance easier.

Understanding and Resolving 404 Errors: As you clean up and restructure your content, 404 errors may rise. This page shows you how to identify and fix them at the source using our 404 Error Dashboard and Siteimprove tools without relying on temporary patches like redirects.