Content Marketing For Your Medical Practice


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This was originally presented at the American Academy of Ophthalmology (AAO) in 2011.

Content marketing is the only was for a small business, or medical practice, to achieve and maintain, high search engine rankings.

Content marketing is focused on developing credible, relevant information for high visibility on the Internet.

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Content Marketing For Your Medical Practice

  1. 1. Content Marketing:A Strategy for Attaining Visibility on the Web Randall V. Wong, M.D. Amy Wong, Esq Medical Marketing Enterprises, LLC Presented at the American Academy of Ophthalmology (AAO) Orlando, FL 2011
  2. 2. Randall V. Wong, M.D. Financial Disclosure Co-Founder Medical Marketing Enterprises, LLC (O)
  3. 3. Amy R. Wong, Esq.Financial Disclosure Co-Founder Medical Marketing Enterprises, LLC (O)
  4. 4. How Do I……? Rank my website Grow my practice Educate my patients Use Social Media
  5. 5. Content Marketing 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 good health information
  6. 6. Content Marketing No other method can rank your web pages Google has no gimmicks “Search” has become a legitimate “science”
  7. 7. Content Marketing Relevant content is crucial. Aka “Content is King” Blog format is most adapted to continuously add and maintain a website….it is dynamic
  8. 8. Web Page Rankings Search engines want to provide the user with those websites MOST relevant to the intended search Those pages most relevant get highest rankings
  9. 9. What is SEO? Search Engine Optimization (SEO) A technique of translating the content of your web page to a format easily understood by search engines “highlighting the meaning of your site”
  10. 10. Search Engine (Bots) Google most popular Bing, Yahoo are similar Catalog and index every text file and .pdf file on the Internet
  11. 11. “Search” Aka “Google That” SERP: Search Engine Results Page The most pages most relevant to the “search” are found at the top. You want your page there!
  12. 12. Anatomy of SERP
  13. 13. “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 practice
  14. 14. The 3 R’s of Rankings Relevant Refreshed Routinely The content of a website is the most critical element to ranking a website
  15. 15. Other Factors Perceived authority Links from other sources Links to other sources Download speed
  16. 16. Web Design Web Design is Dead Web Design has no value to SERP
  17. 17. Non ContentMarketing Schemes Click Through Ads (Adsense/AdWords) Banner Ads Email Campaigns Twitter/Social Media
  18. 18. Google Brings the most relevant pages to the top Those pages at the top are the most up to date
  19. 19. Content Marketing Allows you, as a health authority, to publish credible health information on your own site As a reward, you achieve high rankings As a benefit, the overall quality of health information on the Internet improves
  20. 20. Thank YouandTo Your Success!Randall V. Wong, M.D.Amy Wong, Esq.Medical Marketing Enterprises, LLC7726 Bradley Blvd.Bethesda MD