This presentation was delivered at the AAO, American Academy of Ophthalmology, 2014 held in Chicago. Please feel free to email me if you have questions: Randy randall.v.wong@gmail.com Every modern website should be created as a blog. Blogs are server based (accessible from any Internet connection), built for customized themes, but most importantly, can be optimized much better than traditional HTML generated sites. There are only 3 types of websites; resource sites, marketing sites and sites which engage the reader. Content marketing is the strategy that differentiates the 3 types of sites. For instance, a "resource" site only contains stale information about your business or practice. By using content marketing, a website starts to rank on Google, Bing and Yahoo. Content marketing is the only way to achieve and maintain high Internet rankings with the search engines. How does your medical practice website rank?

1. Use Blogging & Social
Networking to Super Charge
Your Website
Randall V. Wong, M.D.
Medical Marketing Enterprises, LLC
AAO 2014
Chicago, IL
SPE 07

2. Financial Disclosure
 I have the following financial interests or relationships to disclose:
 Co-Founder:
 Medical Marketing Enterprises, LLC
 Kiwi Splash, LLC

3. Goals for Today
 Every Website should be a Blog
 Types of Websites
 Components of Website
 Content Marketing is the only way to achieve and maintain high rankings
 What is SEO?

5. Website
 Static
 Navigation
 Graphics
 Logos
 “Website” is based upon design – no ability to rank.

6. Blog
 Customized Design
 Coded for Optimization (SEO)
 Dynamically add content, add function gradually
 Has Marketing Value (i.e. ranks with Google)
 ALL websites in 2014 should be constructed on “blogging software”

7. 3 Types of Websites
 Resource (Static, No SEO) – won’t rank
 Marketing (Dynamic, SEO) - ranks
 Interactive (Dynamic, SEO, “Blog”) – ranks & engages
 Websites differ based upon content…….

8. Components of Website
 Design
 Content
 Function
 Resource
 Marketing
 Interactive
 Social Media

9. Design
 Visual Appeal
 Colors
 Graphics
 Video
 Logos
 Ease of Navigation
 Mobile Responsive?
 Website design is obsolete – it has no value for Google rankings.

10. Content Management System (CMS)
 CMS = “Blogging Software”
 Wordpress.com
 Wordpress.org – the best
 Blogger
 Drupal, Joomla

11. Hosted vs. Self-Hosted
 Wordpress.org: The most popular CMS
 Self-hosted
 GoDaddy, Bluehost, Host Gator
 Hosted Programs
 Wordpress.com
 Blogger

12. Wordpress.org
 Most popular CMS
 Extreme flexibility
 Best for SEO
 Plugins
 Open-source

13. Best Website?
 Self Hosted
 CMS – e.g. Wordpress.org
 Design
 Content – Optimized (marketing value)
 CMS or “Blogs” offer both design….and the best optimization.

14. 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!

15. What Gets “Optimized?”
 Web site
 Web page (each article)
 Off-Page
 Social Media
 Local Search
 Review Sites

19. Lab – Optimize Website
 Title of the Website
 Optimize Article (Post) – About “Randall Wong, M.D.”

20. AAO 2014
Sunday: 10/19, 12:50 PM
“Building YO Brand- Marketing Essentials”
SPEO8 | S101AB
Tuesday: 10/21, 12:45 PM
“Live Website Analysis | Critique Your Website”
Session 570 | S501D
AAOE
Randall.V.Wong@gmail.com

21. Thank You
and
To Your Success!
Randall V. Wong, M.D.
Medical Marketing Enterprises, LLC
Randall.V.Wong@gmail.com