optimizing your web presence on the internet | randall wong m.d. | aao 2015

OPTIMIZING YOURWEB PRESENCE | TECH O1

Randall V. Wong, M.D.AAO 2015 | Las Vegas | Tech Pav

9:30 -10:30 AM | November 14

Financial Disclosure

• I have the following financial interests or relationships to disclose:• Co-Founder:

• Medical Marketing Enterprises, LLC

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

“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.

Why Optimize?

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

Optimize What?

Website

Social Media (?) BlogsVideosAggregators Yelp Google+ Angie’s List Healthgrades FaceBook

• Most important component of your digital presence

• Website is easiest to optimize. • Search engines are built to rank websites?

• Your website is yourbest opportunity to rank well in search results.

Optimize Website First

Optimizing Your Website• SEO• Content Marketing• Links• Mobile Responsive

• Increase Your Web Rankings (SERP)

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!

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)

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

Web Design - BTW• Web Design

• Flash• Graphic• Images• Video

• Web Design has no value to SERP with the exception of mobile responsiveness.

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

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.

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.

Relevant to Whom?• Consumer• Your next patient

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!

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.

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

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

AAO 2015 | My ScheduleI’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 | SPE07Use 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”

Schedule Cont’dMonday | 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”

Thank You andTo Your Success!

Randall V. Wong, M.D.www.MedicalMarketingEnterprises.comRandall.V.Wong@gmail.com