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Essential SEO Tools for Your Website | AAO 2015 | Randall Wong, M.D.

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Essential SEO Tools for Your Website | AAO 2015 | Randall Wong, M.D.

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This a list of great SEO tools to use for your website to improve your website rankings.

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

This Slideshare will review basic tools and requisite components of your website to improve your website rankings or "SEO."

Randall Wong, M.D.
Medical Marketing Enterprises, LLC

This a list of great SEO tools to use for your website to improve your website rankings.

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

This Slideshare will review basic tools and requisite components of your website to improve your website rankings or "SEO."

Randall Wong, M.D.
Medical Marketing Enterprises, LLC

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Essential SEO Tools for Your Website | AAO 2015 | Randall Wong, M.D.

  1. 1. ESSENTIAL SEO TOOLS FOR YOUR WEBSITE Randall V. Wong, M.D. AAO 2015 | Las Vegas | AAOE 652 12:45 PM – 3:00 PM | November 17
  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. What is Optimization? • 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. • Optimization allows your webpage to get ranked so it may serve as a marketing tool!
  5. 5. Tools for Optimization • Gmail Account • Analytics • Webmasters Tools • Feedburner • Adwords • Adsense • Social Pages • Content Optimizer • Sitemap & Title • DMOZ.org • Robots.txt • Length of Ownership • Download • Mobile
  6. 6. Analytics • Demographic information • Learn what your readers like • Expected component of your website • Absence has negative impact on SEO
  7. 7. Webmasters Tools • Google Product • Submit website/sitemap to Google • Ensures valid internal links • Check for internal errors
  8. 8. • Short Click Through Ads • Banner Ads • “Keyword Tool”
  9. 9. Adsense • Little SEO use • Ads relevant to your content placed on your website • Website owner gets paid anytime user clicks from your website • Revenue source for website owner
  10. 10. Off-Page SEO • Facebook? • Google Plus (aka Google Places) • Angie’s List, YELP • Other Aggregator Sites (Healthgrades) • Local Search Not really a tool per se, but links from these sites can improve your rankings/SEO and then your local search SEO.
  11. 11. Title<tag> Website of Randall V. Wong, M.D. Vs. Board Certified Ophthalmologist, Fairfax
  12. 12. Sitemap.xml • Expected Component of Your Website • Allows search engines to more intelligently crawl your site • List of pages in your website • Ensures reading and indexing • Provides important metadata • Negative Impact on SEO if absent Sitemap is an expected component ensuring that the search engines have indexed ALL pages of your site.
  13. 13. Robots.txt • This is a listing of pages that need not be indexed • Tells search engines bots what not to read • Expected file • Absence negatively impacts rankings
  14. 14. DMOZ.org • List your site on the Open Directory • Manually edited • Increased metadata about your site
  15. 15. Domain Ownership • Recommend buying/extending ownership 5-7 years • Websites less than a year or owned for less than a year are not trusted • “Trusted” sites rank well • By default, your URL is “blackhat”
  16. 16. Mobile Responsive and Download • Optimized for mobile • Mobile responsive sites are now part of SEO algorithm • Download speed • Slow sites won’t rank well
  17. 17. Content • SEO also applies to the content of your website • Content is the most important component of your site that must be optimized • Content is king! • Content optimization programs
  18. 18. Optimization Programs • Scribe – subscription based, scribecontent.com • Wordpress • Drupal • Word • Yoast - yoast.com • Wordpress and Drupal • Free and Paid • All in One SEO Pack – semperplugins.com • Wordpress Plug • Free and Paid The bulk of SEO is to optimize your content. Learning to optimize your content without tools like these will be confusing and depressing.
  19. 19. Factors Increasing SEO • Content • Title Tag • Inbound Links • Perceived authority • Outbound links • Download speed • Analytics, Sitemap • Age of Domain • Keyword Tool • Social Media Pages
  20. 20. SEO Websites SEOquake – seoquake.com • Free Plugin for browsers • Analysis of Website/Diagnosis • PageRank • Keyword Rankings Alexa.com • Alexa Rank • Web-based analytics • Website comparisons
  21. 21. SEO • SEO relates to Content Marketing • Content Marketing is the Only way to achieve Rankings • Rankings Allows Marketing • Relationships • Growing Your Practice
  22. 22. 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”
  23. 23. 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”
  24. 24. 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.

  • SEO is the process of translating your website’s text, or content, into meaningful data understood by the search engines. It allows you to convey the proper information to the search engines so your pages may outrank your competitors. Your website, with proper optimization can become your best marketing tool with the best ROI!
  • All of these tools are free. Most can be obtained from Google. All you need is a GMAIL account. Listed here are some of the basic “tools” for any website to get started with its SEO (Search Engine Optimization).

    These are most of the elements that must be contained on a site or are tools used to improve the over SEO quality/score of your site.
  • An analytics package is expected to be installed on every site.

    Analytics can give you detailed information about your readers, also called visitors or traffic, to your site. Most demographic information about your readers is available; origin, browser used to look at your site, articles read, how long they stayed….or bounced!

  • This tool is useful to make sure that your site is functioning properly. Does it contain linking errors? If so, are they handled correctly? Webmasters tools is really a diagnostic tool for the website owner. Open your account when starting your website.
  • Not necessarily a true SEO tool, but it’s included because having an Adwords account allows you to use Google’s “Keyword Tool.”

    Keyword tools allow you to find or compare “keywords,” words commonly used by readers for “search.”

    You want to learn and use those words for which you care to rank highly.
  • These are the 3-4 lined ads you see littered on most webpages. They really have no SEO use, but I added for the sake of completion (I always get confused with Adwords).
  • Facebook and Google are competing for local search. It’s important to “claim” or create these pages. These pages can help your business/medical practice and your webpage be noticed. Google + pages may help your overall page rankings!

    These sites are free. Creating a “page” does not need to replicate your website! You can do it yourself or hire someone inexpensively.
  • The title, or title tag, of your website should clearly describe what services you provide or products you sell. Too often it is completely ignored or is simply used incorrectly. Which do you think conveys more information about my site? In other words, which “title” best answers a typical search query?

    NOTE: Most webdesign companies do NOT know much SEO. Too often this key element is ignored.

  • As with an analytics package, a sitemap is an expected element of every website. Websites not containing this file get a poorer SEO score. The search engines look first for this file, a listing of every page contained on the site, to ensure indexing of every page. Trusted sites, professional sites practicing “white hat” techniques will have the site. “Black Hat” sites….won’t.
  • As with the sitemap, this is simply a necessary file that should be created on every site….even if it contains nothing. Merely having the file can boost your SEO. Again, it’s a white hat vs. black hat filter and shows that you know what your doing….from an SEO point of view.
  • Go here and follow the directions to list your site here.
  • Domain ownership is all about trust. Trusted sites rank better than non-trusted sites.
  • More sites on the web are now viewed using mobile devices. Your site must be mobile responsive. Your present website can be become mobile ready for free or by purchasing an inexpensive plugin.

    What happens when you can’t download a webpage or file? Same is true for your readers. If your site takes forever to download….you’ll lose traffic. Google understands this and so do most of the hosting companies. This does not mean you need to spend a lot of money on your hosting account. In most cases, you won’t have to spend anything extra!
  • Your website can implement all the right tools and contain all the right element for proper optimization. Your content is, however, the most important element to getting your site ranked!

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