1. USE BLOGGING & SOCIAL
NETWORKING TO SUPER CHARGE
YOUR WEBSITE
Randall V. Wong, M.D.
AAO 2016 | Chicago | SPEO9

2. Financial Disclosure
• I have the following financial interests or relationships to
disclose:
• Co-Founder:
• Medical Marketing Enterprises, LLC
• RussandRandy.com

3. Goals for Today
• Every Website should be a Blog
• Types of Websites
• Components of Website
• Content Marketing
• What is SEO?
• What Needs to be Optimized

5. Website | “Looks Great”
• Static
• Navigation
• Coded for Appearance (HTML)
• 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 2016 should be constructed on
“blogging software”

7. Content Management System (CMS)
• aka “Blog”
• Has turn-key design, fully customizable
• Templates, inexpensive
• Mobile responsive
• Best of 2 worlds
• Design
• Optimization

8. “Blogs”
• Ability for user to add content
• Question/Comment
• Allows website owner to add content (the doctor)
• Server Based
• Easily add content from anywhere
• Can you use a word processor?
• Mobile phone

9. Wordpress.org
• Best CMS
• Largest
• Inexpensive
• Most function
• Free

10. Wordpress.org
• Largest and most widely used CMS
• Extreme flexibility
• Best for SEO
• Plugins
• Open-source

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

12. Caution
• Wordpress.com
• Blogger/Blogspot
• Wix
• SquareSpace

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

14. 3 Types of Websites
• Resource (Static, No SEO) – can’t rank
• Marketing (Dynamic, SEO) – high rankings
• Interactive (Dynamic, SEO, “Blog”) – ranks & engages
• Websites differ based
• upon content…….

15. Goal of Website
• Rank
• Grab attention
• Engage patient
• Provide Value
• Build Trust
• Make an appointment
…this takes time, yet when done well, is the key to
growing your practice

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• Website design is obsolete – it has no value for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

17. Best Website?
• Self Hosted
• CMS – e.g. Wordpress.org
• Design
• Content – Optimized (marketing value)
• CMS or “Blogs” offer both design….and the best for
SEO.
Therefore, the “Best” website has customized
designed and is optimized (i.e. gets high rankings
Search Engines.”

18. 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!

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

23. What Gets Optimized
Primary
• On-Page Sources
• Website
• Content (articles, posts,
pages)
Secondary
• Off-Page Sources
• Aggregator
• Facebook
• Yelp
• Angie’s List
• Healthgrades
• Social Media
• Links (backlinks)

24. 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

26. 3 Rs of Great Copywrite
• Relevant
• Refreshed
• Routinely
• Google (Bing, Yahoo) have separate algorithms for
ranking webpages (SEO algorithm).
• …..all have relevance as a primary variable.

27. What to Write About?
• Answers to health related questions
• Explanations given routinely
• E.g. “Causes of Red Eye”
• Don’t make treatment recommendations
• Observe HIPAA
• Editorial and Opinion are most valuable!

28. The Article
• Length
• Sub-headers
• Bullets
• Break up visually into paragraphs
• Write in 1st person
• Write to level of 8th grader
• Pretend your patient is in front of you.

29. About You
Who?
• 1st Person
• Hobbies
• Family
• Sports
What?
• 1st Person
• Elite college
• Elite medical school
• Elite training
• Elite diseases
• ..still awake?

30. Social Media
• Website up?
• Website up to date?
• “Always under construction”
• ….Social media is not necessary for a medical office,
but can be an effective way to increase your
marketing outside of ‘search’

31. Which Social/Review Sites?
• Facebook
• Google Plus
• Healthgrades (aggregators)
• Yelp
• Angie’s List
• Linked In?
• Twitter?

32. Healthgrades
• Aggregator
• Claim
• Use Healthgrades to your advantage for SEO

33. Local Search – Off Page SEO
• Aggregators
• Local Search
• Reputation
• Improve SEO
• Improve local SEO

35. 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
11:30 - Noon | TECH 09 | Tech Pav
”Search Engine Optimization Made Easy

36. 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
9-10 AM| 672 | Rm: S504BC
“Live Website Analysis: Critique Your Own Website”

37. Randall V. Wong, M.D.
www.MedicalMarketingEnterprises.com
www.RussandRandy.com
Randall.V.Wong@gmail.com
To Your Success!