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Content Marketing
  (Slides 21-40)
Getting Your Web Page
        Ranked
      Randall V. Wong, M.D.

Medical Marketing Enterprises, LLC

            AAO: 2012
            Course 355
Google:
 Brings   the most relevant pages to the top

 Those  pages at the top are the most up to date and relevant to the user
  (your next customer/patient/member)

 Content   marketing compares webpages based on content

 Appear    in the top ten
What to Write
 Frequent   explanations used in office

 Rehearsed   1000s of times

 Do   NOT offer medical advice

 Do   NOT make a diagnosis (you really can’t anyway)
Why Write?
 Content   should provide value

 Value   breeds trust

 Trust   can engage and transform readers into patients
What to Write: Short and Simple
 Patients   are looking for a specific answer to a specific question

 No   more than 2-3 keywords per article

 Avoid   showing off how much you know

 Avoid   exhaustive reviews

 NOTE: you are simply putting to paper the monologue given in the office
  everyday.
What to Write: News Releases
 Paraphrase   articles

 Beware   of “Duplicate Content”

 Your   opinion can add value
How to Write
 Are    you smarter than an 8th grader?

 Your explanations must speak directly to the intelligence/sophistication of
  your normal patients.

 This   is not a peer-reviewed journal.

 300    min  500 max
How to Write: Format
 Keywords    in Title

 Sub-headers


 Limit   paragraph size/length

 Bullets/Lists   ideal

 Readers    have a particular pattern in which they read. Accommodate them!
How to Write: Me, Myself and I
 Write   in 1st Person

 Engage


 Speakdirectly to your reader. You are NOT speaking/writing in an
 auditorium.
The About Page
 Who     are you?

 What     are you? (This is not your CV!)

 Transparency


 1st   person!!!!

 Relate    to patient as a person

 Who     you are, not what you are!
One Page = One Doctor
 Maximize   your SEO!
Optimize Your Article
 Title   (mimic the words used for search)

 Keywords     and Meta Tags??????

 Summary


 Excerpt


 Hyperlinks/Anchor    Text

 Tags
SEO Writing Tools
 Available   for many formats

 Saves   time

 Reduces   anxiety

 Improves    writing

 Makes   writing easier
Course 585
 Essential   SEO Tools for Your Website

2   PM, 11/13/12

S   502 B
Social Media
 Does    not enhance your SEO or rankings

 Attracts   attention to our website

 Must    have a good website

 If   no website….don’t bother with social media
Social Media: Requirements

 Active   participation

 Website    at the hub

   Transparency

 No   need to duplicate your website information
Social Media: Just Like a Gym Membership
 Inexpensive


 Takes   time to get results

 “You    “ must make the effort

 Can’t   purchase results
See You on the Web!
 January   15, 2013

 Webinar


 Update/Refresh   AAO 2102
Thank You
and
To Your Success!

Randall V. Wong, M.D.
Amy Wong, Esq.

Medical Marketing Enterprises, LLC
7726 Bradley Blvd.
Bethesda MD 20817

240.230.7353

RWong@MedicalMarketingEnterprises.com
  Amy@MedicalMarketingEnterprises.com

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Content Marketing (Part 2): Getting Your Website Ranked

  • 1. Content Marketing (Slides 21-40) Getting Your Web Page Ranked Randall V. Wong, M.D. Medical Marketing Enterprises, LLC AAO: 2012 Course 355
  • 2. Google:  Brings the most relevant pages to the top  Those pages at the top are the most up to date and relevant to the user (your next customer/patient/member)  Content marketing compares webpages based on content  Appear in the top ten
  • 3. What to Write  Frequent explanations used in office  Rehearsed 1000s of times  Do NOT offer medical advice  Do NOT make a diagnosis (you really can’t anyway)
  • 4. Why Write?  Content should provide value  Value breeds trust  Trust can engage and transform readers into patients
  • 5. What to Write: Short and Simple  Patients are looking for a specific answer to a specific question  No more than 2-3 keywords per article  Avoid showing off how much you know  Avoid exhaustive reviews  NOTE: you are simply putting to paper the monologue given in the office everyday.
  • 6. What to Write: News Releases  Paraphrase articles  Beware of “Duplicate Content”  Your opinion can add value
  • 7. How to Write  Are you smarter than an 8th grader?  Your explanations must speak directly to the intelligence/sophistication of your normal patients.  This is not a peer-reviewed journal.  300 min  500 max
  • 8. How to Write: Format  Keywords in Title  Sub-headers  Limit paragraph size/length  Bullets/Lists ideal  Readers have a particular pattern in which they read. Accommodate them!
  • 9.
  • 10. How to Write: Me, Myself and I  Write in 1st Person  Engage  Speakdirectly to your reader. You are NOT speaking/writing in an auditorium.
  • 11. The About Page  Who are you?  What are you? (This is not your CV!)  Transparency  1st person!!!!  Relate to patient as a person  Who you are, not what you are!
  • 12. One Page = One Doctor  Maximize your SEO!
  • 13. Optimize Your Article  Title (mimic the words used for search)  Keywords and Meta Tags??????  Summary  Excerpt  Hyperlinks/Anchor Text  Tags
  • 14. SEO Writing Tools  Available for many formats  Saves time  Reduces anxiety  Improves writing  Makes writing easier
  • 15. Course 585  Essential SEO Tools for Your Website 2 PM, 11/13/12 S 502 B
  • 16. Social Media  Does not enhance your SEO or rankings  Attracts attention to our website  Must have a good website  If no website….don’t bother with social media
  • 17. Social Media: Requirements  Active participation  Website at the hub  Transparency  No need to duplicate your website information
  • 18.
  • 19. Social Media: Just Like a Gym Membership  Inexpensive  Takes time to get results  “You “ must make the effort  Can’t purchase results
  • 20. See You on the Web!  January 15, 2013  Webinar  Update/Refresh AAO 2102
  • 21. Thank You and To Your Success! Randall V. Wong, M.D. Amy Wong, Esq. Medical Marketing Enterprises, LLC 7726 Bradley Blvd. Bethesda MD 20817 240.230.7353 RWong@MedicalMarketingEnterprises.com Amy@MedicalMarketingEnterprises.com

Editor's Notes

  1. In conclusion.