This lecture was presented at the American Academy of Ophthalmology, 2012, in Chicago. There are two parts. Content marketing is the only way a small business website such as your medical site can achieve and maintain high "results" page rankings. "Results" pages are the by-product of "Googling Something." In order to have your website market your practice/business, your goal is to have your webpage rank in the top ten of the results. Search engines compare websites ONLY by the content. "Content" is any file that contains text, i.e. your website articles. Files such as txt, html, doc/docx, pdf, xls/xlsx, ppt/pptx, etc. are all readable files and can be indexed. Elements focused on webdesign have NOTHING to do with search engine rankings. The fancy graphics, images and Flash contained on your website may look cool, but they don't help your site rank. Search engine optimization only pertains to sites that have content. SEO is the process by which you, the creator, translate the content of your site for the bots so that your content may be best indexed. Thanks for visiting! Randy

1. Content Marketing
Getting Your Web Page
Ranked
Randall V. Wong, M.D.
Medical Marketing Enterprises, LLC
AAO: 2012
Course 355

2. Why are you here?
 Rank your website
 Grow your medical practice? (Marketing Tool)
 Educate your patients? (Provide Value)
 Use Social Media (do you have to?)

3. How to Rank Your Website?
 Content Marketing:
 What to write
 How to write it
 SEO
 Social Media

4. Content Marketing:
 Search engines use algorithms to compare webpages. Using the content of
each site, sites are ranked according to relevance.
 The only way to achieve and maintain high rankings for your web page.
 The best web pages have the best content.
 Thismeans your web page should contain valuable (relevant) information to
your constituents.

5. Content Marketing
 No other method can rank your web pages
 Google has no gimmicks
 “Search” has become a legitimate “science”
 Other methods: Email, click through ads, social media do not help rankings.

6. What is SEO?
 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.

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10. SEO
 Translates computer code to meaningful keywords and messages
 Takes the computer code of “MedicalMarketingEnterprises.com”
 “SEO, Optimization and Social Media for Doctors and Administrators”

11. Search Engine (Bots)
 Google, Yahoo and Bing
 Catalog and index every text file and .pdf file on the Internet
 Algorithms are unique…and secret

12. “Search”
 “Search” or “Google that” (looking for an answer)
 SERP: Search Engine Results Page
 Lists your “answers,” with the best located at the top
 Your goal: “Top Ten” and “Above the Fold”

13. Anatomy of SERP

15. SERP: How Does Google Rank Pages?
 Algorithm based on relevance and other factors
 SEO
 Page Rank
 The highest ranking pages are the MOST relevant to the search terms

16. “Top 10” in “Organic Search”
 Your goal is to rank your page in the “top 10” for search.
 This is the only way you will gain visibility…and grow your business
(association and/or medical practice)

17. The 3 R’s of Rankings
 Relevant
 Refreshed
 Routinely
 The content of a website is the most critical element to ranking a website
 “Be the User”

18. Factors Increasing SEO
 Content  Perceived authority
 Title Tag  Outbound links
 Inbound Links  Download speed
 Analytics, Sitemap
 Age of Domain

19. Web Design
 Web Design
 Flash
 Graphics
 Images
 Web Design has no value to SERP

20. Website Design