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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.
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