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Crash Couse in SEO | Randall Wong, M.D. | AAO 2015

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Crash Couse in SEO | Randall Wong, M.D. | AAO 2015

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This crash course gives you a very straight forward understanding of what SEO is and how it improves websites based on content, that is, how SEO improves your website rankings.

Almost all websites are compared by the search engines based upon the content of the website. SEO are the processes and tactics of improving website rankings by allowing your website to be better indexed by the search engines.

This was delivered at the American Academy of Ophthalmology, Las Vegas, 2015.

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This crash course gives you a very straight forward understanding of what SEO is and how it improves websites based on content, that is, how SEO improves your website rankings.

Almost all websites are compared by the search engines based upon the content of the website. SEO are the processes and tactics of improving website rankings by allowing your website to be better indexed by the search engines.

This was delivered at the American Academy of Ophthalmology, Las Vegas, 2015.

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Crash Couse in SEO | Randall Wong, M.D. | AAO 2015

  1. 1. CRASH COURSE IN SEO Randall V. Wong, M.D. AAO 2015 | Las Vegas | Tech16 10:45-11:15 AM | November 16
  2. 2. Financial Disclosure • I have the following financial interests or relationships to disclose: • Co-Founder: • Medical Marketing Enterprises, LLC
  3. 3. Randall Wong, M.D. • Ophthalmologist (Retina Specialist) • Online Marketing • Medical Marketing Enterprises, LLC • Website Rankings • SEO and Social Media • Reputation • Father of Five (Combined) • Duncan Donuts Coffee • Tennis not Golf
  4. 4. “Top 10” in “Organic Search” • This is your goal…not to be first, but to be in the top 10 • This is the only way you will gain visibility…and grow your business (association and/or medical practice)
  5. 5. Google, Bing, Yahoo • Search engines index websites • Search engines rank websites based upon content • Search engines have “SEO” algorithms which compare websites. Those with the best “SEO” rank highest.
  6. 6. Search Engine (Bots) • Google, Yahoo and Bing • Catalog and index every text file and .pdf file on the Internet • Algorithms are unique…and secret, but all are based upon the relevance of content.
  7. 7. What is SEO? • Search Engine Optimization (SEO) • The tactics and methods used to get high search engine rankings based upon the expectations of the search engine algorithms. • SEO only applies to content marketing. • SEO is fundamental to every website.
  8. 8. Content Marketing • The ONLY way to rank your website. • The basis upon your website, or rather your content, outranks your competitors. • Is your content better than your competitors? • Social Media – only attracts attention to your web page…if you are lucky enough to have a good one.
  9. 9. Content Marketing: • 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. • This means your web page should contain valuable (relevant) information to your “next” patients.
  10. 10. 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.
  11. 11. Content • Keywords • Title? • Description • Permalinks • Subheaders • Meta Description • Tags (e.g. Title Tag) • Length of article • Frequency of keywords • Keyword stuffing • Internal Links • Outbound Links
  12. 12. Factors Increasing SEO • Content • Title Tag • Inbound Links • Perceived authority • Outbound links • Download speed • Analytics, Sitemap • Age of Domain • Keyword Tool • Social Media • Mobile Responsive
  13. 13. Factors Increasing SEO • Content • Title Tag • Inbound Links • Perceived authority • Outbound links • Download speed • Analytics, Sitemap • Age of Domain • Keyword Tool • Social Media • Mobile Responsive
  14. 14. Web Design • Web Design • Flash • Graphics • Images • Web Design will not rank your website…
  15. 15. Factors Increasing SEO • Content • Title Tag • Inbound Links • Perceived authority • Outbound links • Download speed • Analytics, Sitemap • Age of Domain • Keyword Tool • Social Media • Mobile Responsive
  16. 16. Take Home: The 3Rs of Great Content • Relevant • Refreshed • Routinely • The content of a website is the most critical element to ranking a website • “Be the User”
  17. 17. Website Design
  18. 18. Web Rankings vs. Gym Membership • Inexpensive • Takes time to get results • “You“ must make the effort • Can’t purchase results
  19. 19. AAO 2015 | My Schedule I’ll be teaching several courses and will also be speaking at the Technology Pavilion Saturday | November 14, 2015 9:30 – 10:30 AM | Tech Pav (TECH01) “Optimizing Your Office Web Presence” 1-4 PM | SPE07 Use Blogging and Social Networking to Super Charge Website” Sunday | November 15, 2015 9:30 – 10:30 AM | Tech Pav (TECH08) “Managing Your Online Reputation” 2:30 PM – 3:00 PM | Tech Pav (TECH13) “Help! My Patients Can’t Find Me” 3:15 PM -4:15 PM | AAOE 256 “Live Website Analysis: Critique Your Own Website”
  20. 20. Schedule Cont’d Monday | November 16, 2015 10:45 AM – 11:15 AM | Tech Pav (TECH16) “A Crash Course in SEO” Tuesday | November 17, 2015 12:45 PM – 3:00 PM | AAOE 652 “Essential Search Engine Optimization Tools for Your Website”
  21. 21. Thank You and To Your Success! Randall V. Wong, M.D. www.MedicalMarketingEnterprises.com Randall.V.Wong@gmail.com

Editor's Notes

  • Welcome!

    If you have questions about this course, please feel free to email me.

    rwong@medicalmarketingenterprises.com
  • Medical Marketing Enterprises, LLC was started to teach medical professionals the importance and techniques of website marketing for their medical practices.

    I am a retina specialist practicing in Fairfax, Virginia.

  • There are 3 different areas of “real estate” on a typical SERP.
  • Search engines read and index every file on the Internet.
  • SEO is the process of translating your website’s text, or content, into meaningful data understood by the search engines.
  • Content marketing is the only way to achieve and maintain high organic rankings on SERP (Search Engine Results Page).

    SEO – Search Engine Optimization – allows your content to be properly indexed by Google and other bots. The better your SEO, the better your pages will rank. SEO only pertains to websites which contain content…i.e. yours. Social media traditionally has no bearing on website rankings.

    Social Media – What is social media? First, and foremost, don’t worry about integrating social media if your website is not up and running!
  • Every small business must have a website with content. Your medical practice is a small business. The only way your webpage will outshine and outrank your competitors is by understanding the concepts of content marketing and, therefore, the concepts of SEO.

    No other method, click through ads, email blasts or “clicks” can get your website ranked. No other method!
  • Google and the other search engines have legitimized “search.” Your website is compared with others based on its content. The relevance, freshness and frequency of new articles posted on your site are some of the key factors that get your site ranked. Email, click through ads, social media, etc. have no effect.
  • This is what the search engines “see.”
  • Too many of you have outdated sites, but they do look nice! Why don’t they rank?
  • These are my “3 R’s” of basic rankings. Content must be relevant to the user, published on a refreshed website and done so on a regular basis.

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