Medical Website Optimization


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Medical website optimization to elevate your search engine rankings for your website. These are the tools we use to analyze your site.

Keyword tools help you choose highly searched terms for your articles.

This was adapted from a presentation at the Academy of Ophthalmology, 2011.

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Medical Website Optimization

  1. 1. MEDICAL WEBSITE Search Engine Optimization Adapted from American Academy of Ophthalmology Presentation Amy and Randall Wong October 2011
  2. 2. AGENDAWhat is SEO? SMO?SEO Basics -Keywords -On Page SEO -Off Page SEOMeasuring Results for your medicalpractice. *****Tools*****
  3. 3. 80% of all online sessions begin with a search….
  4. 4. Drive traffic to your medical websiteby using Search Engine Optimization (SEO) 1. On-page SEO 2. Off-page SEO
  5. 5. SEO terms you should know:Page Rank (PR)• Measures the popularity of a website with other sites• PR is from 0 to 10. The highest is 10. -Google has a page rank of 10
  6. 6. Basic SEO TermsAlexa Rank (• The Alexa toolbar shows your ranking, but also provides valuable data.• The lower the number, the higher the ranking.
  7. 7. Basic SEO Terms SERPs• Acronym for Search Engine Results Pages • Visibility on the first page is key
  8. 8. Basic SEO TermsKeyword Research• Content is KING….Why?• Topical relevance, link text• Remember advertisers pay for keywords
  9. 9. Basic SEO Terms
  10. 10. Organic, Natural vs. Black Hat• White hat uses organic, • Black hat uses natural methods for malicious tricks to increasing search deceive the search engine visibility. engines and users
  11. 11. Website Content Optimization Creating valuable information while optimizing your content with keywords.
  12. 12. Ideally those with the most number of searches…. ExampleI have these little blacks specks in my vision, what are they?
  13. 13. ALT Tags for ImagesNOTE: If you have a website, right click on one of your images…
  14. 14. ALT Tags for Images
  15. 15. On-Page OptimizationSite Accessibility -Site design works across the major browsers; IE, Firefox, Safari, Chrome -Broken links (Prevents users and SEs from reaching relevant content…ding!) -File Size (Keep under 150K for reduced index size and to allow for all text and images to be crawled) -Flash -404 pages (Indicates a page cannot be found)
  16. 16. On-Page Optimization
  17. 17. On-Page OptimizationSite Accessibility -Reliability: Site must be online 24/7Indexable file formats-Adobe PDF, MS Excel, MS PPT, MS Word
  18. 18. Off-Page Medical Optimization Set of tasks to make your site more accessible and popular to users and search engines byspreading links and promoting your site to target users
  19. 19. Off-Page Search Engine Optimization Link Building for Your Medical WebsiteOne-way Linking: You link to a site withoutexpecting a link back (Try linking to anothermedial site)Reciprocal Linking: Searching for topicallyrelevant sites/blogs and asking for links from the webmasters or bloggers
  20. 20. Google CrawlersGoogle Bot: Collects web pages with twoassistants Freshbot: Collects updated contentfrequently Deepbot: Follows every link it finds•Image Bot: Crawls Images•Googlebot Mobile: Crawls Mobile Pages
  21. 21. SEO Algorithm’s Secret? TOP SECRET-Search engine companies are the only ones whoknow for certain the algorithm being used. Evenwithin their own company their only a few keyemployees who probably know the entirealgorithm.*Reverse engineering, research and experimentsgive SEO professionals a pretty good idea of themetrics being used.
  22. 22. Site Analytics/MeasuringBounce Rate: the % of visits that end with theuser leaving the siteReferrers: Sites or pages from which the usercame from to reach your siteLanding Pages: The pages from your site onwhich the users first arrivedUnique Visits: number of unique users (bothhumans and bots)based on IPAverage Time on Site: Indicates the amount ofinterest your sites content generates
  23. 23. Site Analytics/Measuring*Keyword Ranking: Is your medical practiceranking for the keywords you wished to optimizeand are they getting you to Page 1?*Website Traffic: Has your website trafficincreased?*Increase in number of impressions*Have you implemented systems in yourmedical practice to track this information sheet.(Intake sheet modified?)
  24. 24. SMO MeasurementFree SEO analysis of your website:www.pearanalytics.comKeyword on your competitors:www.keywordspy.comHow does your website look on differentbrowsers?
  25. 25. Thank You!Amy Wong, Esq.Randall Wong, M.D.Medical Marketing Enterprises, LLC7726 Bradley Blvd.Bethesda MD 20817(V) 240.230.7353