Content Marketing (Part 1): Getting Your Website Ranked


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This lecture was presented at the American Academy of Ophthalmology, 2012, in Chicago. There are two parts.

Content marketing is the only way a small business website such as your medical site can achieve and maintain high "results" page rankings. "Results" pages are the by-product of "Googling Something."

In order to have your website market your practice/business, your goal is to have your webpage rank in the top ten of the results.

Search engines compare websites ONLY by the content. "Content" is any file that contains text, i.e. your website articles. Files such as txt, html, doc/docx, pdf, xls/xlsx, ppt/pptx, etc. are all readable files and can be indexed.

Elements focused on webdesign have NOTHING to do with search engine rankings. The fancy graphics, images and Flash contained on your website may look cool, but they don't help your site rank.

Search engine optimization only pertains to sites that have content. SEO is the process by which you, the creator, translate the content of your site for the bots so that your content may be best indexed.

Thanks for visiting!


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  • Every small business, including your medical practice, must have a website. The only way to attain web page rankings is by understanding the concepts of content marketing. Whether your website is used as marketing tool, for education or trying to engage social media, you must understand how content marketing, SEO and social media relate to each other.
  • Content marketing is the only way to achieve and maintain high organic rankings on SERP (Search Engine Results Page). SEO – Search Engine Optimization – allows your content to be properly indexed by Google and other bots. The better your SEO, the better your pages will rank. SEO only pertains to websites which contain content…i.e. yours. Social media traditionally has no bearing on website rankings. Social Media – What is social media? First, and foremost, don’t worry about integrating social media if your website is not up and running!
  • Every small business must have a website with content. Your medical practice is a small business. The only way your webpage will outshine and outrank your competitors is by understanding the concepts of content marketing and, therefore, the concepts of SEO. No other method, click through ads, email blasts or “clicks” can get your website ranked. No other method!
  • Google and the other search engines have legitimized “search.” Your website is compared with others based on its content. The relevance, freshness and frequency of new articles posted on your site are some of the key factors that get your site ranked. Email, click through ads, social media, etc. have no effect.
  • SEO is the process of translating your website’s text, or content, into meaningful data understood by the search engines.
  • This is our home page of our website. It is designed for a human reader.
  • This is what the search engines “see.”
  • SEO translates our home page to a meaningful message for the search engines. It translates information allowing the engines to better index, and then rank, our site.
  • Search engines read and index every file on the Internet.
  • Getting your website listed on the “Top 10” of the SERP!
  • This is typical results page after typing keywords in the search bar. This is called SERP (Search Engine Results Page).
  • There are 3 different areas of “real estate” on a typical SERP.
  • There are a myriad of factors establishing your rankings on SERP. The rankings are mostly based on relevance; relevance of your content to the search terms of the user (i.e. patient).
  • These are my “3 R’s” of basic rankings. Content must be relevant to the user, published on a refreshed website and done so on a regular basis.
  • There are so many “SEO experts” and so many terms used to explain SEO. Here are the big 3 and some others.
  • Too many of you have outdated sites, but they do look nice! Why don’t they rank?
  • Content Marketing (Part 1): Getting Your Website Ranked

    1. 1. Content MarketingGetting Your Web Page Ranked Randall V. Wong, M.D.Medical Marketing Enterprises, LLC AAO: 2012 Course 355
    2. 2. Why are you here? Rank your website Grow your medical practice? (Marketing Tool) Educate your patients? (Provide Value) Use Social Media (do you have to?)
    3. 3. How to Rank Your Website? Content Marketing:  What to write  How to write it SEO Social Media
    4. 4. Content Marketing: Search engines use algorithms to compare webpages. Using the content of each site, sites are ranked according to relevance. The only way to achieve and maintain high rankings for your web page. The best web pages have the best content. Thismeans your web page should contain valuable (relevant) information to your constituents.
    5. 5. Content Marketing No other method can rank your web pages Google has no gimmicks “Search” has become a legitimate “science” Other methods: Email, click through ads, social media do not help rankings.
    6. 6. What is SEO? Search Engine Optimization (SEO) The process of translating the content of your web page to a format easily understood by search engines (Google, Bing, Yahoo) SEO only applies to websites with content. SEO only applies to content marketing. SEO is fundamental to anyone marketing a service or sales.
    7. 7. ….. … … … his… T S ee es g in E n ar chSe
    8. 8. rs and octo ia for D ed ial M S oc on and zati imi s O pt a t o rS EO, istr Ad min
    9. 9. SEO Translates computer code to meaningful keywords and messages Takes the computer code of “” “SEO, Optimization and Social Media for Doctors and Administrators”
    10. 10. Search Engine (Bots) Google, Yahoo and Bing Catalog and index every text file and .pdf file on the Internet Algorithms are unique…and secret
    11. 11. “Search” “Search” or “Google that” (looking for an answer) SERP: Search Engine Results Page Lists your “answers,” with the best located at the top Your goal: “Top Ten” and “Above the Fold”
    12. 12. Anatomy of SERP
    13. 13. SERP: How Does Google Rank Pages? Algorithm based on relevance and other factors  SEO  Page Rank The highest ranking pages are the MOST relevant to the search terms
    14. 14. “Top 10” in “Organic Search” Your goal is to rank your page in the “top 10” for search. This is the only way you will gain visibility…and grow your business (association and/or medical practice)
    15. 15. The 3 R’s of Rankings Relevant Refreshed Routinely The content of a website is the most critical element to ranking a website “Be the User”
    16. 16. Factors Increasing SEO Content  Perceived authority Title Tag  Outbound links Inbound Links  Download speed  Analytics, Sitemap  Age of Domain
    17. 17. Web Design Web Design  Flash  Graphics  Images Web Design has no value to SERP
    18. 18. Website Design