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Use Blogging & Social Networking to Super Charge Your Website | AAO 2014 | Wong

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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?

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Use Blogging & Social Networking to Super Charge Your Website | AAO 2014 | Wong

  1. 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. 2. Financial Disclosure  I have the following financial interests or relationships to disclose:  Co-Founder:  Medical Marketing Enterprises, LLC  Kiwi Splash, LLC
  3. 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?
  4. 4. Website  Static  Navigation  Graphics  Logos  “Website” is based upon design – no ability to rank.
  5. 5. 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”
  6. 6. 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…….
  7. 7. Components of Website  Design  Content  Function  Resource  Marketing  Interactive  Social Media
  8. 8. Design  Visual Appeal  Colors  Graphics  Video  Logos  Ease of Navigation  Mobile Responsive?  Website design is obsolete – it has no value for Google rankings.
  9. 9. Content Management System (CMS)  CMS = “Blogging Software”  Wordpress.com  Wordpress.org – the best  Blogger  Drupal, Joomla
  10. 10. Hosted vs. Self-Hosted  Wordpress.org: The most popular CMS  Self-hosted  GoDaddy, Bluehost, Host Gator  Hosted Programs  Wordpress.com  Blogger
  11. 11. Wordpress.org  Most popular CMS  Extreme flexibility  Best for SEO  Plugins  Open-source
  12. 12. Best Website?  Self Hosted  CMS – e.g. Wordpress.org  Design  Content – Optimized (marketing value)  CMS or “Blogs” offer both design….and the best optimization.
  13. 13. 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!
  14. 14. What Gets “Optimized?”  Web site  Web page (each article)  Off-Page  Social Media  Local Search  Review Sites
  15. 15. Lab – Optimize Website  Title of the Website  Optimize Article (Post) – About “Randall Wong, M.D.”
  16. 16. 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
  17. 17. Thank You and To Your Success! Randall V. Wong, M.D. Medical Marketing Enterprises, LLC Randall.V.Wong@gmail.com

Editor's Notes

  • 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.

  • One advantage of using a CMS such as WP.org is that you can easily change your website depending upon your needs.

    Most practices have a “resource” type site; hours of operation, about pages, directions, insurance information, etc.

    No marketing value, but at least a footprint on the web.

    With time, you may want to change or add function….no problem with CMS such as Wordpress (really anything blog).
  • In conclusion, we’ll develop our own site and experience how easy is to create content, design a website and add function. If needed….maybe we can integrate social media too!
  • At the heart of a modern website is the CMS, aka content management system. It’s basically the “program” which builds websites.

    There are free versions such as Wordpress.com and Blogger.

    I’ll recommend why the only platform to use is Wordpress.org.

    .com vs. .org…..very similar, but .com has more limitations, but is free and is hosted.
  • Wordpress.org gives you the most freedom in terms of design and function.
    You have to be responsible for hosting versus the .com version is hosted on “their” servers.
    Not to worry, buying hosting for a medical practice website is really, really cheap. Say, < $10/month!
  • We are going to build a website on Wordpress.org.
    We’ll create some content.
    Optimize and publish.
    Add some 3rd party plugins, too.
  • 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!
  • This is our home page of our website. It is designed for a human reader.
  • This is what the search engines “see.”
  • SEO translates our home page to a meaningful message for the search engines. It translates information allowing the engines to better index, and then rank, our site.
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