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Use Blogging and Social Networking to Super Charge Your Website | AAO 2016 | SPE09

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Use Blogging and Social Networking to Super Charge Your Website | AAO 2016 | SPE09

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"Use Blogging to Supercharge Your Website" was delivered at the AAO 2016 in Chicago. Use the techniques of content management and search engine optimization to get your website ranked and to grow your medical practice.

Presented by Randall Wong, M.D. and Andrew Doan, M.D. Dr. Doan's slides are not included here.

Questions: randall.v.wong@gmail.com

"Use Blogging to Supercharge Your Website" was delivered at the AAO 2016 in Chicago. Use the techniques of content management and search engine optimization to get your website ranked and to grow your medical practice.

Presented by Randall Wong, M.D. and Andrew Doan, M.D. Dr. Doan's slides are not included here.

Questions: randall.v.wong@gmail.com

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Use Blogging and Social Networking to Super Charge Your Website | AAO 2016 | SPE09

  1. 1. USE BLOGGING & SOCIAL NETWORKING TO SUPER CHARGE YOUR WEBSITE Randall V. Wong, M.D. AAO 2016 | Chicago | SPEO9
  2. 2. Financial Disclosure • I have the following financial interests or relationships to disclose: • Co-Founder: • Medical Marketing Enterprises, LLC • RussandRandy.com
  3. 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
  4. 4. Website | “Looks Great” • Static • Navigation • Coded for Appearance (HTML) • 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 2016 should be constructed on “blogging software”
  6. 6. Content Management System (CMS) • aka “Blog” • Has turn-key design, fully customizable • Templates, inexpensive • Mobile responsive • Best of 2 worlds • Design • Optimization
  7. 7. “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
  8. 8. Wordpress.org • Best CMS • Largest • Inexpensive • Most function • Free
  9. 9. Wordpress.org • Largest and most widely used CMS • Extreme flexibility • Best for SEO • Plugins • Open-source
  10. 10. Content Management System (CMS) • CMS = “Blogging Software” • Wordpress.com • Wordpress.org – the best • Blogger • Drupal, Joomla
  11. 11. Caution • Wordpress.com • Blogger/Blogspot • Wix • SquareSpace
  12. 12. Hosted vs. Self-Hosted • Wordpress.org: The most popular CMS • Self-hosted • GoDaddy, Bluehost, Host Gator • Hosted Programs • Wordpress.com • Blogger
  13. 13. 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…….
  14. 14. 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
  15. 15. Design • Visual Appeal • Colors • Graphics • Video • Logos • Ease of Navigation • Mobile Responsive? • Website design is obsolete – it has no value for Google rankings.
  16. 16. 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.”
  17. 17. 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!
  18. 18. What Gets “Optimized?” • Web site • Web page (each article) • Off-Page • Social Media • Local Search • Review Sites
  19. 19. 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)
  20. 20. 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
  21. 21. 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.
  22. 22. 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!
  23. 23. 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.
  24. 24. About You Who? • 1st Person • Hobbies • Family • Sports What? • 1st Person • Elite college • Elite medical school • Elite training • Elite diseases • ..still awake?
  25. 25. 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’
  26. 26. Which Social/Review Sites? • Facebook • Google Plus • Healthgrades (aggregators) • Yelp • Angie’s List • Linked In? • Twitter?
  27. 27. Healthgrades • Aggregator • Claim • Use Healthgrades to your advantage for SEO
  28. 28. Local Search – Off Page SEO • Aggregators • Local Search • Reputation • Improve SEO • Improve local SEO
  29. 29. 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
  30. 30. 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”
  31. 31. Randall V. Wong, M.D. www.MedicalMarketingEnterprises.com www.RussandRandy.com Randall.V.Wong@gmail.com To Your Success!

Editor's Notes

  • Medical Marketing Enterprises, LLC was started to teach and consult for Healthcare and Medical Internet Marketing. RussandRandy.com is a podcast focused on Healthcare and Medical Internet Marketing.

    I am a retina specialist practicing in Fairfax, Virginia.


  • 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.
  • 123rf
  • 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!
  • 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).
  • 20017869s.jpg
    123rf.com
  • 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 what the search engines “see.”
  • 47629848_s.jpg
    123rf.com

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