This lecture was presented at the American Academy of Ophthalmology, 2012, in Chicago. There are two parts. Content marketing is the only way a small business website such as your medical site can achieve and maintain high "results" page rankings. "Results" pages are the by-product of "Googling Something." In order to have your website market your practice/business, your goal is to have your webpage rank in the top ten of the results. Search engines compare websites ONLY by the content. "Content" is any file that contains text, i.e. your website articles. Files such as txt, html, doc/docx, pdf, xls/xlsx, ppt/pptx, etc. are all readable files and can be indexed. Elements focused on webdesign have NOTHING to do with search engine rankings. The fancy graphics, images and Flash contained on your website may look cool, but they don't help your site rank. Search engine optimization only pertains to sites that have content. SEO is the process by which you, the creator, translate the content of your site for the bots so that your content may be best indexed. Thanks for visiting! Randy

1. Content Marketing
(Slides 21-40)
Getting Your Web Page
Ranked
Randall V. Wong, M.D.
Medical Marketing Enterprises, LLC
AAO: 2012
Course 355

2. 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

3. What to Write
 Frequent explanations used in office
 Rehearsed 1000s of times
 Do NOT offer medical advice
 Do NOT make a diagnosis (you really can’t anyway)

4. Why Write?
 Content should provide value
 Value breeds trust
 Trust can engage and transform readers into patients

5. What to Write: Short and Simple
 Patients are looking for a specific answer to a specific question
 No more than 2-3 keywords per article
 Avoid showing off how much you know
 Avoid exhaustive reviews
 NOTE: you are simply putting to paper the monologue given in the office
everyday.

6. What to Write: News Releases
 Paraphrase articles
 Beware of “Duplicate Content”
 Your opinion can add value

7. How to Write
 Are you smarter than an 8th grader?
 Your explanations must speak directly to the intelligence/sophistication of
your normal patients.
 This is not a peer-reviewed journal.
 300 min  500 max

8. How to Write: Format
 Keywords in Title
 Sub-headers
 Limit paragraph size/length
 Bullets/Lists ideal
 Readers have a particular pattern in which they read. Accommodate them!

10. How to Write: Me, Myself and I
 Write in 1st Person
 Engage
 Speakdirectly to your reader. You are NOT speaking/writing in an
auditorium.

11. The About Page
 Who are you?
 What are you? (This is not your CV!)
 Transparency
 1st person!!!!
 Relate to patient as a person
 Who you are, not what you are!

12. One Page = One Doctor
 Maximize your SEO!

13. Optimize Your Article
 Title (mimic the words used for search)
 Keywords and Meta Tags??????
 Summary
 Excerpt
 Hyperlinks/Anchor Text
 Tags

14. SEO Writing Tools
 Available for many formats
 Saves time
 Reduces anxiety
 Improves writing
 Makes writing easier

15. Course 585
 Essential SEO Tools for Your Website
2 PM, 11/13/12
S 502 B

16. 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

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

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

20. See You on the Web!
 January 15, 2013
 Webinar
 Update/Refresh AAO 2102

21. 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