use blogging and social networking to super charge your website | randall wong, m.d. | aao 2015

USE BLOGGING & SOCIALNETWORKING TO SUPER CHARGEYOUR WEBSITE

Randall V. Wong, M.D.AAO 2015 | Las Vegas | SPEO7

Financial Disclosure

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

• Medical Marketing Enterprises, LLC

Goals for Today• Every Website should be a Blog• Types of Websites• Components of Website• Content Marketing is the only way to achieve and

maintain high rankings• What is SEO?• What Needs to be Optimized

Website | “Looks Great”• Static• Navigation• Coded for Appearance (HTML)• Graphics• Logos

• “Website” is based upon design – no ability to rank.

Blog• Customized Design• Coded for Optimization (SEO)• Dynamically add content, add function gradually• Has Marketing Value (i.e. ranks with Google)

• ALL websites in 2015 should be constructed on “blogging software”

Content Management System (CMS)

• aka “Blog”

• Has turn-key design, fully customizable• Templates, inexpensive• Mobile responsive

• Best of 2 worlds• Design• Optimization

“Blogs”• Ability for user to add content

• Question/Comment• Allows website owner to add content (the doctor)

• Server Based

• Easily add content from anywhere• Can you use a word processor?• Mobile phone

Wordpress.org

• Best CMS• Largest• Inexpensive• Most function • Free

Wordpress.org

• Largest and most widely used CMS• Extreme flexibility

• Best for SEO• Plugins

• Open-source

Content Management System (CMS)

• CMS = “Blogging Software”• Wordpress.com• Wordpress.org – the best• Blogger• Drupal, Joomla

Caution

• Wordpress.com• Blogger/Blogspot• Wix• SquareSpace

Hosted vs. Self-Hosted• Wordpress.org: The most popular CMS

• Self-hosted• GoDaddy, Bluehost, Host Gator

• Hosted Programs• Wordpress.com• Blogger

3 Types of Websites

• Resource (Static, No SEO) – can’t rank• Marketing (Dynamic, SEO) – high rankings• Interactive (Dynamic, SEO, “Blog”) – ranks & engages

• Websites differ based upon content…….

Goal of Website• Rank• Grab attention – Engage patient• Provide Value• Build Trust• Make an appointment

…this takes time, yet when done well, is the key to growing your practice

Design• Visual Appeal

• Colors• Graphics• Video• Logos

• Ease of Navigation• Mobile Responsive?• Website design is obsolete – it has no value for

Google rankings.

Best Website?• Self Hosted• CMS – e.g. Wordpress.org

• Design• Content – Optimized (marketing value)• CMS or “Blogs” offer both design….and the best for

SEO.

Therefore, the “Best” website has customized designed and is optimized (i.e. gets high rankingsSearch Engines.”

What is Optimization?• 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!

Search Engines S

ee This……………..

SEO, Optim

ization, Social Media and Reputation for H

ealthcare

What Gets “Optimized?”• Web site• Web page (each article)• Off-Page

• Social Media• Local Search • Review Sites

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

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.

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!

The Article• Length• Sub-headers• Bullets• Break up visually into paragraphs• Write in 1st person• Write to level of 8th grader• Pretend your patient is in front of you.

About You

Who?

• 1st Person

• Hobbies• Family• Sports

What?

• 1st Person

• Elite college• Elite medical school• Elite training• Elite diseases• ..still awake?

Social Media• Website up?• Website up to date?• “Always under construction

• ….Social media is not necessary for a medical office, but can be an effective way to increase your marketing outside of ‘search’

Platforms• Facebook• Google Plus• Healthgrades (aggregators)• Yelp• Angie’s List

• Linked In?• Twitter?

Healthgrades• Aggregator• Claim• Use Healthgrades to your advantage for SEO

Local Search – Off Page SEO

• Aggregators• Local Search• Reputation

• Improve SEO• Improve local SEO

Lab – Optimize Website• Title of the Website• Optimize Article (Post) – About “Randall Wong, M.D.”

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