This session was presented at the Technology Pavilion on the floor of the AAO convention recently held in Chicago, USA. Content is the most important SEO component of your website. SEO pertains mostly to content marketing, that is, the ability of search engines to rank websites with text (articles, posts, pages which contain text). While SEO best ranks sites with content, we offer discussions about alternatives to text articles. Video, podcast, audio appeal to different learners and are viable methods to expand exposure of your digital brand. Ebooks are undiscovered resource as well. Randall Wong Medical Marketing Enterprises,LLC Sunrise Hosting Services, LLC

1. DEVELOPING EFFECTIVE
CONTENT
FOR YOUR WEBSITE
Randall V. Wong, M.D.
AAO 2018 | Tech Pav

2. Financial Disclosure
• I have the following financial interests or relationships to
disclose:
• Co-Founder:
• Medical Marketing Enterprises, LLC
• Sunrise Hosting Services, LLC
• RussandRandy.com

3. Randall Wong, M.D.
• Ophthalmologist
• Online Marketing
• Medical Marketing Enterprises, LLC
• Healthcare & Medical Internet Marketing
• SEO
• Reputation Management
• Sunrise Hosting Services, LLC
• Managed website hosting (virtual IT)

4. Goals for Today
• What is Content?
• Types of Content
• Best Types of Content for Website
• Others Types
• YouTube
• Podcast
• Webinar

5. What is Content?
Pictures
Stories
Articles
(Most Common)
Music
Movies

6. Types of Content

7. Effective Content
“Effective content is educational and informative.”
It must be relevant and provide value.

8. Relevance is Key to Search
• Google = Search
• SERP – list of webpages Google believes will answer
your question or solve your problem
• Cause of Red Eyes
• Retina Specialist 22031
Google et al only want to give you sites that are relevant to your
search, sites which do NOT answer your question are not
relevant.

10. Relevant Content
• Does your content?
• Answer a question
• Solve a problem
• Is Your Content Relevant?
• Meaningful
• Pertinent
• Applicable

11. Website Rankings
• Organic Search
• Based upon content
• Search Engine Algorithm - ranks
• Search Engine Optimization (SEO)
• The only way to achieve and maintain high rankings
is through your content.

12. Best Types of Content (SEO)
• Text
• Video
• Audio
• Images/Graphics
• Marketing Value – text is best, best indexed, optimized
and ranked by Google

13. Sources for Content
• FAQs
• Medical Pamphlets
• Presentations
• Paraphrase Medical News
• Curate Medical Journal News and give your opinion!

14. Different Learners

15. YouTube Channel

16. YouTube
• Video
• 2nd largest search engine
• Free
• Appeals to different learners
• Educate
• Surgical Video
• Monologue/Dialogue
• VLOG

17. YouTube
• Cost effective (cheap)
• iMovie
• ScreenFlow
• Personal transparency
• Avoid Professional Production
• Laptop/Webcam
• Phone
• Link to Website
• Embed in website
• Multipurpose with text article

18. Podcast
• Appeals to different
learners
• Searchable/Various
platforms (iTunes)
• Audio only
• Very portable

19. Podcast
• Hosting
• Libsyn
• Buzzsprout
• iTunes
• Stitcher

20. Podcasting
• Microphone
• Professional
• Recording
• Field recorder
• Edit Audio
• Audacity (free)
• Upload
• Publish
• Length
• Too long
• Educate
• Monologue
• Dialogue
• Interviews

21. Webinar
• Interactive
• Attendees
• Coordinator
• Guests
• Live meetings
• Record
• Upload to YouTube

22. Webinar – Platform Suggestions
• Record
• Schedule
• Invitations
• Formats
• Power Point
• Video
• Audio
• Camera

23. Write a Book
• Authority
• Credible
• Shareable
• Cost Effective

24. Multipurpose Your Content
• Google – text
• YouTube – Video + Audio
• Podcasting – Audio

25. AAO 2018 | Sunday
New Online Regulations that Affect You
11:45 – 12:15 PM
Location: Tech Pav
220 – Live Website Analysis
2:00 – 3:00 PM
Location: S103D

26. AAO 2018 | Monday & Tuesday
Monday | October 29, 2018
Creating Effective Content
3:00-4:00 PM
Location: Tech Pav
Tuesday | October 30, 2018
633 – Protect Your Online Reputation/Improve Local SEO
10:15 – 11:15 AM
Location: S106B

27. To Your Success!
Randall V. Wong
Randall.V.Wong@gmail.com