This lecture was presented at the Technology Pavilion at the American Academy of Ophthalmology 2019 meeting in San Francisco. Is your website a "great website"? How does your website measure up? A great website means many things, but may be a combination of optimization (SEO and high web rankings), provide value (educate) and be easy to navigate. These are 10 tips to maximizing the website you already own. Implementing these easy 10 tips will simply improve your current website. All the best, Randall Wong Grant Wong www.MedicalMarketingEnterprises.com www.SunriseHostingServices.com randall.v.wong@gmail.com

1. TOP 10
“MUST HAVES”
TIPS FOR A GREAT WEBSITE
AAO 2019 Tech Pav
Randall Wong, M.D.
Grant Wong, MS III

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. “Top 10”
• About Page
• HTTPS
• Mobile Responsive
• Analytics
• Contact
• <Title Tag>
• 2FA
• Password Manager
• Security and Scanning
• Content

5. THE ABOUT PAGE
Who are you?

6. The About Page
• 1st person point of view (I, me, we)
• Who versus what
• Objective of the website

7. About You
Who?
• 1st Person
• Hobbies
• Family
• Sports
What?
• 1st Person
• Elite college
• Elite medical school
• Elite training
• Elite diseases
• ..still awake?

8. Multiple Abouts
• Maximize SEO
• One page per provider

9. CONTACT US
Reaching Out

10. Contact Us
• Email Address
• Monitor account
• Use “Real” Name
• Phone
• Contact Button
• Form

11. <THE TITLE TAG>
Tell Google what you do

12. <Title Tag>
• Not the “Title” of your site
• Coding tag informing search engines of what you do or
who you are
• 72 characters
• Use keywords to match search terms

13. <Title Tag>

14. Keywords Match Title Tag

15. PASSWORD MANAGER

16. Password Protection
• A strong password
provides essential
protection from
financial fraud and
identity theft. One of
the most common
ways that hackers
break into computers
is by guessing
• Simple and
commonly used
passwords enable
intruders to easily gain
access and control of a
computing device and
other accounts.

17. Why Use Password Manager
• No. 1 most annoying thing about the Internet —
passwords — leads people to make the No. 1 security
mistake — reusing passwords.
• In other words, hackers know that if they crack one of
your accounts, they likely will have access to all your
accounts because your passwords are the same or are
very similar.

18. 1 Password
• Password
Management Tool
• Subscription
• Multiple User/Family

19. 1 Password
• Use single PW
• Create “strong” and
unique PW for every
account
• Autofill

20. Password Managers
• 1 Password
• Dashlane
• Last Pass

21. TWO FACTOR
AUTHENTICATION
2FA

22. 2FA | Two Factor Authentication
• Something you know
• Something you have
• Something you are
• Password
• Cell Phone, Key FOB
• Fingerprint, voice, eye

23. SSL = HTTPS
Make your website “secure”

24. HTTPS and SSL
• Visit only sites which are safe:
• Sites without HTTPS are “not secure”

25. HTTPS
• HyperText Transfer Protocol Secure
• Created due to lack of Security
• Insures security between website (server) and browser
• Data/Communications are encrypted
• Prevents “Man-in-the-Middle” Attacks
• HTTPS – Deals only with communications between your
computer and a website.

26. Man In the Middle
HTTP

27. HTTPS – Encrypted and Secure

28. SSL – Secure Socket Layer
• A certificate issued to allow the HTTPS designation to
your URL
• SSL allows HTTP -- HTTPS

29. “Safety and Security….Trust”

30. Site is Not Secure
• Not Trusted
• Affects Your Brand
• Outdated
• Website not trusted
• Business not trusted
• Hosting Company
• Purchase SSL
• Renewable
• Free

31. Why Need SSL
• Protect privacy
• Credit Card information
• Websites with eCommerce
• Personal information
• Shopping history
• Browsing history
• Information you receive is as intended
• SEO – without HTTPS you don’t rank as well

32. MOBILE RESPONSIVE
Does your site fit on a phone?

33. Mobile Responsive
• Over 50% searches are performed on a “device”
• SEO algorithm
• Don’t build specific sites

34. ANALYTICS
A required tool

35. Analytics
• Details your traffic
• Who finds your site
• What they like
• What they don’t like
• Expected by Search Engines – must be present
• If no Analytics – negatively impacts SEO

36. SECURITY AND BACKUP
Keep the bad guys away

37. Security, Scanning, Backup
• Automate
• Malware
• Spyware
• Ransomeware
• Backup
• Repair

38. CONTENT MARKETING
aka SEO

39. 3 Rs of Great Copywrite
• Relevant
• Refreshed
• Routinely
• Google (Bing, Yahoo) have separate algorithms for
ranking webpages (SEO algorithm).
• …..all have relevance as a primary variable.

40. What to Write About?
• Answers to health related questions
• Explanations given routinely
• E.g. “Causes of Red Eye”
• Don’t make treatment recommendations
• Observe HIPAA
• Editorial and Opinion are most valuable!

41. The Article
• Length
• Sub-headers
• Bullets
• Break up visually into paragraphs
• Write in 1st person
• Write to level of 8th grader
• Pretend your patient is in front of you.

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