optimizing your web presence on the internet | randall wong m.d. | aao 2015
TRANSCRIPT
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OPTIMIZING YOURWEB PRESENCE | TECH O1
Randall V. Wong, M.D.AAO 2015 | Las Vegas | Tech Pav
9:30 -10:30 AM | November 14
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Financial Disclosure
• I have the following financial interests or relationships to disclose:• Co-Founder:
• Medical Marketing Enterprises, LLC
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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
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“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.
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Why Optimize?
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Optimize Yourself Because• Market and Grow Your Practice• Engage your “next” patient (Pew Research – 80%)• Attract colleagues
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Optimize What?
Website
Social Media (?) BlogsVideosAggregators Yelp Google+ Angie’s List Healthgrades FaceBook
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• 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
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Optimizing Your Website• SEO• Content Marketing• Links• Mobile Responsive
• Increase Your Web Rankings (SERP)
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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!
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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)
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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
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Web Design - BTW• Web Design
• Flash• Graphic• Images• Video
• Web Design has no value to SERP with the exception of mobile responsiveness.
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SEO• SEO relates to Content Marketing• Content Marketing is the Only way to achieve Rankings• Rankings Allows Marketing• Relationships• Growing Your Practice
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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.
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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.
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Relevant to Whom?• Consumer• Your next patient
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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!
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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.
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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
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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
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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”
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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”