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SEARCH ENGINE
OPTIMIZATION (SEO)
MADE “EASY”
Randall V. Wong, M.D.
AAO 2016 | Chicago| Tech Pav 09
11:30 – Noon | October 16
Financial Disclosure
• I have the following financial interests or relationships to
disclose:
• Co-Founder:
• Medical Marketing Enterprises, LLC
• RussandRandy.com
Randall Wong, M.D.
• Ophthalmologist (Retina Specialist)
• Online Marketing
• Medical Marketing Enterprises, LLC
• Healthcare & Medical Internet Marketing
• Father of Five (Combined)
• Duncan Donuts Coffee
• Tennis not Golf
“Optimization”
The processes and tactics by which you “maximize” your
ability to be found on the Internet.
The Ease in which you can be found.
Making it easy for your next patient to Find you.
Why Optimize?
• Market and Grow Your Practice
• Engage your “next” patient (Pew Research – 80%)
• Attract colleagues
Optimize Yourself
The Number 1 reason to optimize yourself is because
your next patient expects to find you on the Internet.
What is SEO?
• Search Engines compare and rank webpages
• Formulas, or algorithms, decide the rankings
• SEO are the processes and tactics used to comply with
these requirements to maximize or optimize your chances
of ranking well.
Optimize 3 Components
Content
Website
“Off Page”
• Most important component of your digital presence
• Website is easiest to optimize.
• Search engines are built to rank websites?
• Your website is your
best opportunity to
rank well in search
results.
Optimize Website First
Optimizing WEBSITE
• Content
• Title Tag
• Inbound Links
• Perceived authority
• Outbound links
• Download speed
• Analytics, Sitemap
• Age of Domain
• Keyword Tool
• Social Media
• Mobile Responsive
Mobile Responsive and Download
• Optimized for various screens?
• Mobile responsive sites are now part of SEO algorithm
• User Experience
• Download speed
• Slow sites won’t rank well
Web Design - BTW
• Web Design
• Flash
• Graphic
• Images
• Video
• Web Design has no value to SERP with the exception
of mobile responsiveness.
Optimizing Your Content
• The 3 Rs of Optimized Content
• Relevant
• Refreshed
• Routinely
• …..all search engines have content as a primary variable.
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.
Off Page SEO
• Links TO your website
• Inbound links – great for rankings
• Links from related sites
“Off-Page” SEO
• Social
• Facebook
• Google Plus
• Yelp
• Angie’s List
• Linked In?
• Twitter?
• Review (aggregators)
• Healthgrades
• RateMDs
• Vitals, etc.
Off-Page SEO | Review Sites
• Aggregator
• Claim
• NAP – must be the same
• Link URL
• Improve inbound links - improve website rankings
• Improve Local Search
Local Search – Off Page SEO
• How to get your “pin”
• Aggregators
• SEO Website
• Google + (business)
• Reviews
What is Local Search?
AAO 2016 | My Schedule
I’ll be teaching several courses and will also be speaking at the Technology
Pavilion
Saturday | October 15, 2016
9:30 – 10:30 AM | TECH 01 | Tech Pav
Developing Effective Content for Your Website
1-4 PM | SPE09 | Rm: N427A
“Use Blogging and Social Networking to Super Charge Website”
Sunday | October 16, 2016
AAO 2016 | Schedule
Monday | November 17, 2016
11:30 – Noon | TECH 15 | Tech Pav
Dominate Local Search and Monitor Your Online
Reputation
Tuesday | November 18, 2016
Randall V. Wong, M.D.
www.MedicalMarketingEnterprises.com
www.RussandRandy.com
Randall.V.Wong@gmail.com
To Your Success!

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Search Engine Optimization (SEO) Made "Easy"

  • 1. SEARCH ENGINE OPTIMIZATION (SEO) MADE “EASY” Randall V. Wong, M.D. AAO 2016 | Chicago| Tech Pav 09 11:30 – Noon | October 16
  • 2. Financial Disclosure • I have the following financial interests or relationships to disclose: • Co-Founder: • Medical Marketing Enterprises, LLC • RussandRandy.com
  • 3. Randall Wong, M.D. • Ophthalmologist (Retina Specialist) • Online Marketing • Medical Marketing Enterprises, LLC • Healthcare & Medical Internet Marketing • Father of Five (Combined) • Duncan Donuts Coffee • Tennis not Golf
  • 4. “Optimization” The processes and tactics by which you “maximize” your ability to be found on the Internet. The Ease in which you can be found. Making it easy for your next patient to Find you.
  • 5. Why Optimize? • Market and Grow Your Practice • Engage your “next” patient (Pew Research – 80%) • Attract colleagues
  • 6. Optimize Yourself The Number 1 reason to optimize yourself is because your next patient expects to find you on the Internet.
  • 7.
  • 8.
  • 9. What is SEO? • Search Engines compare and rank webpages • Formulas, or algorithms, decide the rankings • SEO are the processes and tactics used to comply with these requirements to maximize or optimize your chances of ranking well.
  • 10.
  • 12. • Most important component of your digital presence • Website is easiest to optimize. • Search engines are built to rank websites? • Your website is your best opportunity to rank well in search results. Optimize Website First
  • 13. Optimizing WEBSITE • Content • Title Tag • Inbound Links • Perceived authority • Outbound links • Download speed • Analytics, Sitemap • Age of Domain • Keyword Tool • Social Media • Mobile Responsive
  • 14. Mobile Responsive and Download • Optimized for various screens? • Mobile responsive sites are now part of SEO algorithm • User Experience • Download speed • Slow sites won’t rank well
  • 15. Web Design - BTW • Web Design • Flash • Graphic • Images • Video • Web Design has no value to SERP with the exception of mobile responsiveness.
  • 16. Optimizing Your Content • The 3 Rs of Optimized Content • Relevant • Refreshed • Routinely • …..all search engines have content as a primary variable.
  • 17. 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.
  • 18. Off Page SEO • Links TO your website • Inbound links – great for rankings • Links from related sites
  • 19. “Off-Page” SEO • Social • Facebook • Google Plus • Yelp • Angie’s List • Linked In? • Twitter? • Review (aggregators) • Healthgrades • RateMDs • Vitals, etc.
  • 20. Off-Page SEO | Review Sites • Aggregator • Claim • NAP – must be the same • Link URL • Improve inbound links - improve website rankings • Improve Local Search
  • 21. Local Search – Off Page SEO • How to get your “pin” • Aggregators • SEO Website • Google + (business) • Reviews
  • 22. What is Local Search?
  • 23. AAO 2016 | My Schedule I’ll be teaching several courses and will also be speaking at the Technology Pavilion Saturday | October 15, 2016 9:30 – 10:30 AM | TECH 01 | Tech Pav Developing Effective Content for Your Website 1-4 PM | SPE09 | Rm: N427A “Use Blogging and Social Networking to Super Charge Website” Sunday | October 16, 2016
  • 24. AAO 2016 | Schedule Monday | November 17, 2016 11:30 – Noon | TECH 15 | Tech Pav Dominate Local Search and Monitor Your Online Reputation Tuesday | November 18, 2016
  • 25. Randall V. Wong, M.D. www.MedicalMarketingEnterprises.com www.RussandRandy.com Randall.V.Wong@gmail.com To Your Success!

Editor's Notes

  1. Welcome! If you have questions about this course, please feel free to email me. rwong@medicalmarketingenterprises.com
  2. Medical Marketing Enterprises, LLC was founded to teach/consult Healthcare and Medical Internet Marketing. RussandRandy.com is a podcast created by Russell Faust, M.D. and me to also teach Healthcare and Medical Internet Marketing. I am a retina specialist practicing in Fairfax, Virginia.
  3. This is “who” I am vs. “what” I am. While seemingly random, these fact about me are more important to our readers than my qualifications as a retina specialist – that is, these are more relevant. The key of search engine optimization is to achieve rankings by understanding your pateints and becoming more relevant to them.
  4. There are too many SEO experts. SEO and Optimization should be considered as synonyms. If you are “optimized,” you’ve employed every SEO tactic and process which allows you to be easily found on the Internet when someone is searching for your goods or services.
  5. 3 very straight forward reasons to optimize or get yourself found on the Internet. The biggest reason that you may choose to optimize web presence is because your next patient want to find you on the Internet. By easily being found, you are also demonstrating to your next colleague that you understand the importance of a good digital presence and have a modern digital marketing plan, which is more effective than simply taking colleagues out for lunch. Below is the receipt for this pic. 123rf.com 4587517_s.jpg
  6. Actually this means that however they notice you, whether through referral, word of mouth or Internet search, your next patient expects to find out information about you and your practice. If they can’t, they won’t call for an appointment.
  7. This is a SERP (search engine results page) for “retina specialist 22031.” 22031 is my zip code and I am a retina specialist. Optimization applies to areas C and D. These are results of organic search (C) and organic local search (D).
  8. Do we need social media to effectively market ourselves? I don’t recommend using social media until your website is up to date. With social media, you are simply drawing attention to yourself. Anyone more interested in you is going to look for…er, your website. Having a dated, stale website, or worse, no website, is a huge turnoff and you’ve just shut the door on your next patient. This is the receipt for the social media pic. 123rf.com 13632835_s.jpg
  9. Search engines compare webpages based upon the relevance of the content and a host of other variables. Each search engine has its own formula or algorithm for comparing webpages. SEO techniques increase the likelihood of your webpages meeting the criteria needed to rank well.
  10. This is not as confusing as it looks. There are only 3 major components leading to your overall SEO or optimization. Website optimization is important, but contains elements which are “one and done.” The most important variable in SEO is the content of your site. It must be optimized. Incoming links are also crucial and can be from social media sites, review sites (local search) and other websites.
  11. Again, only 3 components need optimization; your website, the content of your website and so-called “off page” sources.
  12. What to do first? Make sure your website is optimized first before worrying about social media and review sites. 123rf.com 14801585
  13. Here’s a list of elements which are needed to optimize your website. The most important are colored red.
  14. 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!
  15. Too much emphasis has been placed on how a website “looks.” Flash, graphics, images and logos have no value in ranking your website. Mobile responsiveness, the ability of your site to change on various screen sizes, is an important element – that is, sites which are not mobile responsive get negatively ranked. 20017869_s.jpg 123rf.com
  16. The basics of optimized or well ranking sites. Content must be relevant and published on a website which is refreshed routinely (new articles are added regularly and systematically).
  17. There are programs and plugins available to help optimize your content.
  18. Off page SEO includes all links incoming TO your website. The best inbound links include those from health related sites (for our purposes).
  19. Examples of “off page” sources
  20. Take advantage of review sites such as Healthgrades. Claim your accounts, make sure NAP (name, address and phone) are consistent across the board. Add URL of your website to these accounts.
  21. Want to get that special pin on the map illustrating your office location? Make sure you have your NAP and a link to your website on all the review sites which list you AND make sure your website is optimized. Google prefers accounts with websites with good SEO….and comments.
  22. This was a typical “local search”…uh, search.
  23. Here are the other talks scheduled.
  24. Here’s my contact information. Thanks! …and to your success!