1. Content Marketing
Getting Your Web Page
Ranked
Randall V. Wong, M.D.
Medical Marketing Enterprises, LLC
AAO: 2012
Course 355

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. How to Rank Your Website?
 Content Marketing:
 What to write
 How to write it
 SEO
 Social Media

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.
 Thismeans your web page should contain valuable (relevant) information to
your constituents.

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. 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.

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10. 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”

11. Search Engine (Bots)
 Google, Yahoo and Bing
 Catalog and index every text file and .pdf file on the Internet
 Algorithms are unique…and secret

12. “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”

13. Anatomy of SERP

15. 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

16. “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)

17. 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”

18. Factors Increasing SEO
 Content  Perceived authority
 Title Tag  Outbound links
 Inbound Links  Download speed
 Analytics, Sitemap
 Age of Domain

19. Web Design
 Web Design
 Flash
 Graphics
 Images
 Web Design has no value to SERP

20. Website Design