The document presents a comprehensive guide on search engine optimization (SEO) for medical websites, covering key concepts such as on-page and off-page SEO, keyword research, and metrics for measuring results. It outlines essential SEO terms, strategies for improving site visibility, and tools for analyzing website performance. The content emphasizes the importance of creating relevant and valuable content while navigating the complexities of search engine algorithms.

1. MEDICAL WEBSITE
Search Engine Optimization
Adapted from American Academy of Ophthalmology Presentation
Amy and Randall Wong
October 2011

2. AGENDA
What is SEO? SMO?
SEO Basics
-Keywords
-On Page SEO
-Off Page SEO
Measuring Results for your medical
practice.
*****Tools*****

3. 80% of all online sessions begin with
a search….

4. Drive traffic to your medical website
by using Search Engine Optimization
(SEO)
1. On-page SEO
2. Off-page SEO

5. SEO terms you should know:
Page Rank (PR)
• Measures the popularity of a website
with other sites
• PR is from 0 to 10. The highest is 10.
-Google has a page rank of 10

6. Basic SEO Terms
Alexa Rank (www.alexa.com)
• The Alexa toolbar shows your ranking,
but also provides valuable data.
• The lower the number, the higher the
ranking.

8. Basic SEO Terms
SERPs
• Acronym for Search Engine Results Pages
• Visibility on the first page is key

9. Basic SEO Terms
Keyword Research
• Content is KING….Why?
• Topical relevance, link text
• Remember advertisers pay for keywords

10. Basic SEO Terms

11. Organic, Natural vs. Black Hat
• White hat uses organic, • Black hat uses
natural methods for malicious tricks to
increasing search deceive the search
engine visibility. engines and users

12. Website Content Optimization
Creating valuable information while
optimizing your content with
keywords.

13. Ideally those with the most number
of searches….
Example
I have these little blacks specks in my
vision, what are they?

15. ALT Tags for Images
NOTE: If you have a website, right
click on one of your images…

16. ALT Tags for Images

17. On-Page Optimization
Site Accessibility
-Site design works across the major browsers;
IE, Firefox, Safari, Chrome
-Broken links (Prevents users and SEs from
reaching relevant content…ding!)
-File Size (Keep under 150K for reduced index
size and to allow for all text and images to be
crawled)
-Flash
-404 pages (Indicates a page cannot be found)

18. On-Page Optimization

19. On-Page Optimization
Site Accessibility
-Reliability: Site must be online 24/7
Indexable file formats
-Adobe PDF, MS Excel, MS PPT, MS Word

20. Off-Page Medical Optimization
Set of tasks to make your site more accessible
and popular to users and search engines by
spreading links and promoting your site to target
users

21. Off-Page Search Engine Optimization
Link Building for Your Medical Website
One-way Linking: You link to a site without
expecting a link back (Try linking to another
medial site)
Reciprocal Linking: Searching for topically
relevant sites/blogs and asking for links from the
webmasters or bloggers

22. Google Crawlers
Google Bot: Collects web pages with two
assistants
Freshbot: Collects updated content
frequently
Deepbot: Follows every link it finds
•Image Bot: Crawls Images
•Googlebot Mobile: Crawls Mobile Pages

23. SEO Algorithm’s Secret?
TOP SECRET
-Search engine companies are the only ones who
know for certain the algorithm being used. Even
within their own company their only a few key
employees who probably know the entire
algorithm.
*Reverse engineering, research and experiments
give SEO professionals a pretty good idea of the
metrics being used.

24. Site Analytics/Measuring
Bounce Rate: the % of visits that end with the
user leaving the site
Referrers: Sites or pages from which the user
came from to reach your site
Landing Pages: The pages from your site on
which the users first arrived
Unique Visits: number of unique users (both
humans and bots)based on IP
Average Time on Site: Indicates the amount of
interest your sites content generates

25. Site Analytics/Measuring
*Keyword Ranking: Is your medical practice
ranking for the keywords you wished to optimize
and are they getting you to Page 1?
*Website Traffic: Has your website traffic
increased?
*Increase in number of impressions
*Have you implemented systems in your
medical practice to track this information sheet.
(Intake sheet modified?)

26. SMO Measurement
Free SEO analysis of your website:
www.pearanalytics.com
Keyword analysis:
www.adwords.google.com
Spy on your competitors:
www.keywordspy.com
How does your website look on different
browsers?
www.browsershot.org

27. Thank You!
Amy Wong, Esq.
Randall Wong, M.D.
Medical Marketing Enterprises, LLC
7726 Bradley Blvd.
Bethesda MD 20817
(V) 240.230.7353
Amy@MedicalMarketingEnterprises.com
RWong@MedicalMarketingEnterprises.com