Randall Wong will be giving several presentations at the AAO 2015 conference in Las Vegas on optimizing online presence and reputation management. His first presentation is titled "Optimizing Your Office Web Presence" and will discuss search engine optimization (SEO), content marketing, links, and making websites mobile responsive to increase search engine rankings. SEO involves optimizing website content, title tags, and other on-page and off-page factors to help search engines understand and rank pages higher. Optimizing content through relevant, refreshed articles is fundamental to SEO and marketing online.

1. OPTIMIZING YOUR
WEB PRESENCE | TECH O1
Randall V. Wong, M.D.
AAO 2015 | Las Vegas | Tech Pav
9:30 -10:30 AM | November 14

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

3. Randall Wong, M.D.
• Ophthalmologist (Retina Specialist)
• Online Marketing
• Medical Marketing Enterprises, LLC
• Website Rankings
• SEO and Social Media
• Reputation
• Father of Five (Combined)
• Duncan Donuts Coffee
• Tennis not Golf

4. “Optimization”
The processes and tactics by which you “maximize”
your ability to be found on the Internet
Making it easy for the Search Engines to Find you.

5. Why Optimize?

6. Optimize Yourself Because
• Market and Grow Your Practice
• Engage your “next” patient (Pew Research – 80%)
• Attract colleagues

7. Optimize
What?
Website
Social Media (?)
Blogs
Videos
Aggregators
Yelp
Google+
Angie’s List
Healthgrades
FaceBook

8. • Most important component of your digital presence
• Website is easiest to optimize.
• Search engines are built to rank websites?
• Your website is your
best opportunity to
rank well in search
results.
Optimize Website First

9. Optimizing Your Website
• SEO
• Content Marketing
• Links
• Mobile Responsive
• Increase Your Web Rankings (SERP)

12. 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.
• Optimization allows your webpage to get ranked so it
may serve as a marketing tool!

13. 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)

14. 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

15. Web Design - BTW
• Web Design
• Flash
• Graphic
• Images
• Video
• Web Design has no value to SERP with the exception
of mobile responsiveness.

17. SEO
• SEO relates to Content Marketing
• Content Marketing is the Only way to achieve Rankings
• Rankings Allows Marketing
• Relationships
• Growing Your Practice

18. Content
• SEO also applies to the content of your website
• Content is the most important component of your site that
must be optimized.
• Content is the basis upon which websites are
compared.

19. 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.

20. Relevant to Whom?
• Consumer
• Your next patient

21. 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!

22. Optimization Programs
• Scribe – subscription based, scribecontent.com
• Wordpress
• Drupal
• Word
• Yoast - yoast.com
• Wordpress and Drupal
• Free and Paid
• All in One SEO Pack – semperplugins.com
• Wordpress Plug
• Free and Paid
The bulk of SEO is to optimize your content. Learning to
optimize your content without tools like these will be
confusing and depressing.

23. 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

24. Mobile Responsive and Download
• Optimized for various screens?
• Mobile responsive sites are now part of SEO algorithm
• User Experience
• Download speed
• Slow sites won’t rank well

25. AAO 2015 | My Schedule
I’ll be teaching several courses and will also be speaking at the Technology Pavilion
Saturday | November 14, 2015
9:30 – 10:30 AM | Tech Pav (TECH01)
“Optimizing Your Office Web Presence”
1-4 PM | SPE07
Use Blogging and Social Networking to Super Charge Website”
Sunday | November 15, 2015
9:30 – 10:30 AM | Tech Pav (TECH08)
“Managing Your Online Reputation”
2:30 PM – 3:00 PM | Tech Pav (TECH13)
“Help! My Patients Can’t Find Me”
3:15 PM -4:15 PM | AAOE 256
“Live Website Analysis: Critique Your Own Website”

26. Schedule Cont’d
Monday | November 16, 2015
10:45 AM – 11:15 AM | Tech Pav (TECH16)
“A Crash Course in SEO”
Tuesday | November 17, 2015
12:45 PM – 3:00 PM | AAOE 652
“Essential Search Engine Optimization Tools for Your Website”

27. Thank You
and
To Your Success!
Randall V. Wong, M.D.
www.MedicalMarketingEnterprises.com
Randall.V.Wong@gmail.com