How Google, Bing and Yahoo rank pages. Search engines compare webpages based on relevance of content. Search engine optimization is the process by which content is translated to search engines and applies only to websites containing content (almost all sites).

1. Getting Your Website Ranked
Intro to Social Media
SEO and Content Marketing
Randall V. Wong, M.D.
Amy Wong, Esq
Medical Marketing Enterprises, LLC
AAMSE
Los Angeles, CA 2012

2. Our Story
 Co-Founded MME
 Retina Specialist, Fairfax, Virginia
 RetinaEyeDoctor.com
 American Academy of Ophthalmology (AAO)
 Allergan

3. Why are you here?
 Rank your website
 Grow my association and/or medical practice? (Marketing Tool)
 Educate my members? (Provide Value)
 Use Social Media (do you have to?)

4. Topic of the Day: Rank Website
 Content Marketing
 SEO
 Social Media

5. 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.
 This means your web page should contain valuable (relevant) information to
your constituents.

6. 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.

7. 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.

13. 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”

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

15. “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”

16. Anatomy of SERP

18. 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

19. “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)

20. The 3 R’s of Rankings
 Relevant
 Refreshed
 Routinely
 The content of a website is the most critical element to ranking a website

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

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

23. Google:
 Brings the most relevant pages to the top
 Those pages at the top are the most up to date and relevant to the user
(your next customer/patient/member)
 Content marketing compares webpages based on content
 Appear in the top ten
 Almost Done!

25. Social Media: Just Like a Gym Membership
 Inexpensive
 Takes time to get results
 “You “ must make the effort
 Can’t purchase results

26. Social Media Platforms
 LinkedIn, Facebook and Twitter all appeal to different demographics
 LinkedIn
 Facebook
 Twitter
 Blog

27. Social Media
 Does not enhance your SEO or rankings
 Attracts attention to our website
 Must have a good website
 If no website….don’t bother with social media

28. Social Media: Requirements
 Active participation
 Website at the hub
 Transparency
 No need to duplicate your website information

38. Search Engine Optimization

40. On-Page Optimization

41. 80% of all online sessions begin with
a search….

47. Thank You
and
To Your Success!
Randall V. Wong, M.D.
Amy Wong, Esq.
Medical Marketing Enterprises, LLC
7726 Bradley Blvd.
Bethesda MD 20817
240.230.7353
RWong@MedicalMarketingEnterprises.com
Amy@MedicalMarketingEnterprises.com