Content Marketing
Getting Your Web Page
Ranked
Randall V. Wong, M.D.
Medical Marketing Enterprises, LLC
AAO: 2013
Course 5...
Why are you here?


Rank your website



Grow your medical practice? (Marketing Tool)



Educate your patients? (Provid...
How to Rank Your Website?


Content Marketing:


What to write



How to write it



SEO



Social Media
Content Marketing:


Search engines use algorithms to compare webpages. Using the content of
each site, sites are ranked ...
Content Marketing


No other method can rank your web pages



Google has no gimmicks



“Search” has become a legitima...
What is SEO?


Search Engine Optimization (SEO)



The process of translating the content of your web page to a format e...
SEO


Translates computer code to meaningful keywords and messages



Takes the computer code of “MedicalMarketingEnterp...
Search Engine (Bots)


Google, Yahoo and Bing



Catalog and index every text file and .pdf file on the Internet



Alg...
“Search”


“Search” or “Google that” (looking for an answer)



SERP: Search Engine Results Page



Lists your “answers...
Anatomy of SERP
SERP: How Does Google Rank Pages?


Algorithm based on relevance and other factors





SEO
Page Rank

The highest ran...
“Top 10” in “Organic Search”


Your goal is to rank your page in the “top 10” for search.



This is the only way you wi...
The 3 R’s of Rankings


Relevant



Refreshed



Routinely



The content of a website is the most critical element to...
Factors Increasing SEO


Content



Perceived authority



Title Tag



Outbound links



Inbound Links



Download ...
Web Design


Web Design



Graphics





Flash
Images

Web Design has no value to SERP
Website Design
Google:


Brings the most relevant pages to the top



Those pages at the top are the most up to date and relevant to th...
What to Write


Frequent explanations used in office



Rehearsed 1000s of times



Do NOT offer medical advice



Do ...
Why Write?


Content should provide value



Value breeds trust



Trust can engage and transform readers into patients
What to Write: Short and Simple


Patients are looking for a specific answer to a specific question



No more than 2-3 ...
What to Write: News Releases


Paraphrase articles



Beware of “Duplicate Content”



Your opinion can add value
How to Write


Are you smarter than an 8th grader?



Your explanations must speak directly to the intelligence/sophisti...
How to Write: Format


Keywords in Title



Sub-headers



Limit paragraph size/length



Bullets/Lists ideal



Read...
How to Write: Me, Myself and I


Write in 1st Person



Engage



Speak directly to your reader. You are NOT speaking/w...
The About Page


Who are you?



What are you? (This is not your CV!)



Transparency



1st person!!!!



Relate to ...
One Page = One Doctor


Maximize your SEO!
Optimize Your Article


Title (mimic the words used for search)



Keywords and Meta Tags??????



Summary



Excerpt
...
SEO Writing Tools


Available for many formats



Saves time



Reduces anxiety



Improves writing



Makes writing ...
Course 585


Essential SEO Tools for Your Website



2 PM, 11/13/12



S 502 B
Social Media


Does not enhance your SEO or rankings



Attracts attention to our website



Must have a good website

...
Social Media: Requirements


Active participation



Website at the hub




Transparency
No need to duplicate your web...
Social Media: Just Like a Gym Membership


Inexpensive



Takes time to get results



“You “ must make the effort



...
Thank You
and
To Your Success!
Randall V. Wong, M.D.
Amy Wong, Esq.
Medical Marketing Enterprises, LLC
7726 Bradley Blvd.
...
511: Content Marketing: Getting Your Web Page Ranked
Scan this code to submit an evaluation
Content Marketing:  Getting Your Web Page Ranked
Content Marketing:  Getting Your Web Page Ranked
Content Marketing:  Getting Your Web Page Ranked
Content Marketing:  Getting Your Web Page Ranked
Content Marketing:  Getting Your Web Page Ranked
Content Marketing:  Getting Your Web Page Ranked
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Content Marketing: Getting Your Web Page Ranked

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This lecture, course 511, was originally presented at the 2013 Academy of Ophthalmology (AAO) in New Orleans, LA.

Content marketing is the only way a website can achieve and maintain high rankings in search.

Content marketing is the only way a website can outrank another as search engines, such as Google, compare websites based upon the relevance of their content.

Hence, great websites have great content.

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

Published in: Social Media, Technology, Business
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Content Marketing: Getting Your Web Page Ranked

  1. 1. Content Marketing Getting Your Web Page Ranked Randall V. Wong, M.D. Medical Marketing Enterprises, LLC AAO: 2013 Course 511
  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.  This means 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. SEO  Translates computer code to meaningful keywords and messages  Takes the computer code of “MedicalMarketingEnterprises.com”  “SEO, Optimization and Social Media for Doctors and Administrators”
  8. 8. Search Engine (Bots)  Google, Yahoo and Bing  Catalog and index every text file and .pdf file on the Internet  Algorithms are unique…and secret
  9. 9. “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”
  10. 10. Anatomy of SERP
  11. 11. 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
  12. 12. “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)
  13. 13. 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”
  14. 14. Factors Increasing SEO  Content  Perceived authority  Title Tag  Outbound links  Inbound Links  Download speed  Analytics, Sitemap  Age of Domain
  15. 15. Web Design  Web Design   Graphics   Flash Images Web Design has no value to SERP
  16. 16. Website Design
  17. 17. Google:  Brings the most relevant pages to the top  Those pages at the top are the most up to date and relevant to the user (your next customer/patient/member)  Content marketing compares webpages based on content  Appear in the top ten
  18. 18. What to Write  Frequent explanations used in office  Rehearsed 1000s of times  Do NOT offer medical advice  Do NOT make a diagnosis (you really can’t anyway)
  19. 19. Why Write?  Content should provide value  Value breeds trust  Trust can engage and transform readers into patients
  20. 20. What to Write: Short and Simple  Patients are looking for a specific answer to a specific question  No more than 2-3 keywords per article  Avoid showing off how much you know  Avoid exhaustive reviews  NOTE: you are simply putting to paper the monologue given in the office everyday.
  21. 21. What to Write: News Releases  Paraphrase articles  Beware of “Duplicate Content”  Your opinion can add value
  22. 22. How to Write  Are you smarter than an 8th grader?  Your explanations must speak directly to the intelligence/sophistication of your normal patients.  This is not a peer-reviewed journal.  300 min  500 max
  23. 23. How to Write: Format  Keywords in Title  Sub-headers  Limit paragraph size/length  Bullets/Lists ideal  Readers have a particular pattern in which they read. Accommodate them!
  24. 24. How to Write: Me, Myself and I  Write in 1st Person  Engage  Speak directly to your reader. You are NOT speaking/writing in an auditorium.
  25. 25. The About Page  Who are you?  What are you? (This is not your CV!)  Transparency  1st person!!!!  Relate to patient as a person  Who you are, not what you are!
  26. 26. One Page = One Doctor  Maximize your SEO!
  27. 27. Optimize Your Article  Title (mimic the words used for search)  Keywords and Meta Tags??????  Summary  Excerpt  Hyperlinks/Anchor Text  Tags
  28. 28. SEO Writing Tools  Available for many formats  Saves time  Reduces anxiety  Improves writing  Makes writing easier
  29. 29. Course 585  Essential SEO Tools for Your Website  2 PM, 11/13/12  S 502 B
  30. 30. Social Media  Does not enhance your SEO or rankings  Attracts attention to our website  Must have a good website  If no website….don’t bother with social media
  31. 31. Social Media: Requirements  Active participation  Website at the hub   Transparency No need to duplicate your website information
  32. 32. Social Media: Just Like a Gym Membership  Inexpensive  Takes time to get results  “You “ must make the effort  Can’t purchase results
  33. 33. 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 RWong@MedicalMarketingEnterprises.com Amy@MedicalMarketingEnterprises.com
  34. 34. 511: Content Marketing: Getting Your Web Page Ranked Scan this code to submit an evaluation

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