Website 101: 3 Steps to Creating Your First Website


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Course 188

This lecture was originally presented at the American Academy of Ophthalmology (AAO) 2013 in New Orleans.

There are 3 basic steps to creating your first website: selecting and purchasing a URL, choosing a hosting or self-hosted program and then implementing a CMS (content management system, i.e. blogging software).

Choosing an URL is easy and should consist of 3 keywords which typify the goods or services for which you'd like to rank.

Self-hosted sites, such as those offered by or, are inexpensive and offer the most flexibility in terms of both function and SEO.

CMS, or blogging "software," is the best for creating a modern website. Our favorite is, providing turn-key design and the best SEO.

<a>Randall V. Wong, M.D.</a>
<a>Medical Marketing Enterprises, LLC</a>

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  • Please feel free to email me prior to the lecture!
  • Domain name: also known as the URL, it starts with “”Hosting Services: There are tons. We like GoDaddy and Bluehost.CMS: Content Management System (software/program/blogging platform)
  • There are 3 basic components to creating your website.Domain: this is the “www” or your website addressHosting: refers to where your website is hosted or storedCMS = Content Management System ( is the best)
  • You should choose a URL that gives you the best SEO.Choose phrases that are meaningful.
  • Choose 3 keywords which might be used to find your office; you might choose location, specialty or service. Stay away from using your name, if patients are searching you by name….they already know about your practice.Once established, Google will, however, link your name automatically with your website during search.
  • This is the URL to my retina blog.It now ranks as one of the highest in the world. You can imagine how often I rank “locally.”
  • Choose keywords that are popular search terms.
  • Cost of a “non-premium” URL is inexpensive. Purchase should be 5-7 years to provide “trust.” From Google’s perspective, anyone who has owned a website less than a year, or, who has purchased a domain for a year might be a spammer.
  • Checking availability of a domain is easy. Enter your desired URL. You will then find availability and price.
  • Two favorites of ours are GoDaddy and Bluehost. There are certainly many others. Most “3rd party” hosting services are one stop shopping….buy your domain and hosting for one low price. In general, most of the hosting sites are quite affordable.The services provided by these two vendors are MORE than adequate for ANY small business site.
  • Domain ownership simply means, “Who owns this domain?”You may elect to make this knowledge public. Your ownership of your practice/business is public knowledge. By default, why not disclose you own your own website? In other words, no need to pay extra.
  • The suffix really doesn’t matter for SEO purposes. “.com” is generally considered for commercial small businesses and is easiest to remember.
  • Country codes do matter with respect to SEO.Choose to host your website in the same country as where you practice/live.Hosting your site outside of your country waives a red flag for Google and can decrease your SEO as your “trust” becomes questioned.
  • So called “self-hosted” sites are absolutely the best. They offer you complete control of your content, allow you to maximize your SEO and allow all kinds of e-commerce, if desired.
  •, and all offer self-hosting.
  • Unfortunately, you can’t migrate a “hosted” site to “self-hosted.”For the little bit that it’ll cost, just start off on the right foot with self-hosted sites.
  • Most companies offer great service, fast download times and provide live customer service. Don’t forget to make sure your hosting company runs
  • Self hosting means that you are paying for storage of your files on a 3rd party server. Whoever you choose as your hosting company, make sure they have a greater than 99.9% uptime, 24/7 customer service and the ability to host a site (most do).
  • Website = BlogWhat does this mean? A modern website should be built on blog software, e.g. Wordpress.orgOlder HTML generated webpages are simply antiquated and completely obsolete.CMS now offer turn-key design, limitless function, but also have the ability for users to add their own content in the form of comments.This is the biggest advantage of a blog.
  • One advantage of using a CMS such as is that you can easily change your website depending upon your needs.Most practices have a “resource” type site; hours of operation, about pages, directions, insurance information, etc.No marketing value, but at least a footprint on the web.With time, you may want to change or add function….no problem with CMS such as Wordpress (really anything blog).
  • Just like the exterior paint and shine of this car, website design is catchy to the eye. Neither, however, is indicative of the actual speed of the car nor the RANKING power of the site.The two, website and SEO, are not related.
  • Web design is expensive yet has no impact on your website rankings.
  • “Blogging Software” = CMS (Content Management System)Blogging software, such as, is the modern version of Dreamweaver or Frontpage (so called HTML generators).
  • Different than popular CMS Used by most successful bloggers and website developers.Maximizes SEO.Focus is on content.
  • Web design is history. No value from SEO perspective.We’ll talk about turn-key themes; easy and cheap ways alternatives to expensive webpage desigers.We use Studiopress frameworks and themes.I’ll tell you why you shouldn’t use anything else!Affordable, coded for SEO to name a couple!
  • Website 101: 3 Steps to Creating Your First Website

    1. 1. Web Site 101: 3 Steps to Creating Your First Website Randall V. Wong, M.D. Medical Marketing Enterprises, LLC AAO: 2013 Course 188
    2. 2. Randall V. Wong, M.D. Financial Disclosure  Co-Founder  Medical Marketing Enterprises, LLC (O) 
    3. 3. Goals After this course, you should be able to;  Choose a domain name  Choose a hosting service (GoDaddy, Bluehost)  Choose a CMS (software)  Prepare to launch your site!
    4. 4. 3 Steps to Starting a Web Site  Domain (    SEO The suffix Hosting   Self-hosted Hosted  Website development  .com vs. .org vs. html
    5. 5. The Domain: Maximize the SEO  Choosing a Domain  Best to maximize the SEO of the domain, but not absolute  Use a combination of popular keywords used in search “” Vs. “”
    6. 6. What’s in a Name?  Choose 3 keywords which describe your services  Combine them  Maximizes the SEO of choosing a domain
    7. 7.  Retina + Eye + Doctor   Ranks Globally  Has both SEO of the URL and the site is optimized
    8. 8. Keyword Search  Use Keyword Search tools to determine if a particular word is commonly used  E.g. “Eye Doctor” is searched more often than “Ophthalmologist”  “Keyword Tool”
    9. 9. Google Keyword Tool
    10. 10. Buy the Domain  Usually purchased for $10-$15  Cost per year  Best to buy for 5 years, signifies you are “trusted”  Spammers and Black Hat sites will buy for much shorter duration.
    11. 11.
    12. 12.
    13. 13. Domain Ownership  You may or may not want to pay for anonymity  We recommend using a company credit card and listing yourself as the owner and at your office address
    14. 14. Domain Suffix: Does it Matter?  .com  .net  .org  .edu  In general, the Domain suffix is intended to signify the type of company or organization, but any entity can enter domains with these suffixes.
    15. 15. Country Codes and SEO  Domain suffixes      Country Codes .ca – Canada .cn – China .de – Germany .au - Australia  Not all country codes are available  SEO – host URL in same country
    16. 16. Hosting Your Site  Self-Hosted  Maximum Control  Maximize SEO
    17. 17. Hosting: Where to Store Your Site Hosted (Free) Self-Hosted      
    18. 18. Hosted: Pros vs. Cons Pros Cons  Free  URL unprofessional  No Server Maintenance  Limited design themes  No Downtime  File Access/Ownership  Free URL  Poor SEO
    19. 19. Self-Hosting Cons Pros  Costs  Costs - $10/mo.  “Maintenance”  Custom Design  Separate URL  Best Function/Flexibility  Best SEO  E-Commerce
    20. 20. Self-Hosted:  Maximum control  Maximum flexibility  Affordable  Best SEO!!!!!
    21. 21. Choosing Hosting Company  Up time  Download time (SEO)  Email?  Customer Service  24/7  Time on Hold
    22. 22. Self Hosting  Bluehost  Go Daddy  Host Gator
    23. 23. Building The Site 1. Purchased URL 2. Chosen Hosting Company 1. Must build site!
    24. 24. 3 Types of Websites  Resource (Static, No SEO)  Marketing (Dynamic, SEO)  Engage/Interactive (Dynamic, SEO, “Blog”)
    25. 25. Web = Blog  Modern website must be on CMS  Design is fully customizable and can look like any website  Can “add” function when you are ready  E.g.: Change a Resource site to Marketing site
    26. 26. Website Design
    27. 27. Web Design is Obsolete  Does not improve your rankings  Expensive to change  Themes/Design for blogs is now very cheap and turn-key  Great Looking Page, but Will Not Rank!
    28. 28. Software/CMS  Blogging Software   Best SEO   Server Based Social Media Traditional website software is obsolete  E.g.FrontPage, Dreamweaver
    29. 29. Wordpress….
    30. 30. vs. .com .org  Free  Costs  Limited Themes  Unlimited flexibility (plugins)  Limited SEO  Customized Themes  URL  Custom URL  No maintenance issues  Maintenance  No customer service issues  Best SEO!!!
    31. 31. Web Design  Obsolete from SEO perspective  Turn-key Themes  3rd Party Themes  Studiopress  Genesis  Thesis
    32. 32. Conclusions  Owning your own website is cheap, not economical, but cheap  $10/month (Best ROI)  Best and Only Marketing Strategy (Billboards)  Your First Step to Social Media!
    33. 33. Take Home: Starting a Web Site  URL  Hosting  Blog Software  Blog = Website  Design is Obsolete  Maximize SEO value in your decision making process!
    34. 34. Thank You and To Your Success! Randall V. Wong, M.D. Amy Wong, Esq. Medical Marketing Enterprises, LLC 7726 Bradley Blvd. Bethesda MD 20817 240.230.7353
    35. 35. 188: Website 101: Three Steps to Creating Your First Website Scan this code to submit an evaluation