ChalkTalkJim: Breaking Down the Game - A Guide to the Future of Healthcare
Sep 29, 2026 · 31 min · 13 segments
Send us Fan Mail Health systems pay to bring patients to their website, then lose them at the search box. Chris Pace of SearchStax, who was the former Sr. Director of Marketing for Banner Health…
Chris PaceGuestJim JordanHostHow do you match that traditional SEO, which, by the way, is changing by the moment?
What you're describing is what I've written about on LinkedIn is what I call the triad of search.
The first, what SEMrush opens up intelligence and analytics for is the earned search component of the triad.
You have to have good content that's discoverable so that you can present it in a way that that those engines can interpret and analyze and associate with your brands and answer the questions that people are querying need the answers to.
Everybody is buying in the auction that Google presents to get to the top of those search results to capitalize on high intent buyers that are ready to click, ready to buy.
The third piece, which is often ignored, is the own vertex of the triad of search.
I mean, most people are using their phone and using voice to come into your site.
So with that, giving your customers the ability to search the way they do in the owned space, which hopefully you are present there.
But then when they get to your site, they have higher intent than they've ever had in the past.
Most people would go to a brand website, type the URL in and fish their way around, hopefully to find something in your digital brochure.
And everything is about you as an organization, nothing about them as a potential patient.
This is why it's a little bit different than SEMrush, but all of this is complementary to one another.
How do you match that traditional SEO, which, by the way, is changing by the moment?
What you're describing is what I've written about on LinkedIn is what I call the triad of search.
The first, what SEMrush opens up intelligence and analytics for is the earned search component of the triad.
You have to have good content that's discoverable so that you can present it in a way that that those engines can interpret and analyze and associate with your brands and answer the questions that people are querying need the answers to.
Everybody is buying in the auction that Google presents to get to the top of those search results to capitalize on high intent buyers that are ready to click, ready to buy.
The third piece, which is often ignored, is the own vertex of the triad of search.
I mean, most people are using their phone and using voice to come into your site.
So with that, giving your customers the ability to search the way they do in the owned space, which hopefully you are present there.
But then when they get to your site, they have higher intent than they've ever had in the past.
Most people would go to a brand website, type the URL in and fish their way around, hopefully to find something in your digital brochure.
And everything is about you as an organization, nothing about them as a potential patient.
This is why it's a little bit different than SEMrush, but all of this is complementary to one another.
The rest of this transcript — segmented and speaker-labeled, so you land on the exact moment something was said
Search every transcript — by keyword, by phrase, or by meaning, across every show Radar indexes
Trends — what is surging across podcasts, measured against its own baseline
Alerts — when a name you follow appears in a newly indexed episode
No account is needed to search Radar.