This lecture, course 511, was originally presented at the 2013 Academy of Ophthalmology (AAO) in New Orleans, LA.
Content marketing is the only way a website can achieve and maintain high rankings in search.
Content marketing is the only way a website can outrank another as search engines, such as Google, compare websites based upon the relevance of their content.
Hence, great websites have great content.
<a>Randall V. Wong, M.D.</a>
<a>Medical Marketing Enterprises, LLC</a>
BVG BEACH CLEANING PROJECTS- ORISSA , ANDAMAN, PORT BLAIR
Content Marketing: Getting Your Web Page Ranked
1. Content Marketing
Getting Your Web Page
Ranked
Randall V. Wong, M.D.
Medical Marketing Enterprises, LLC
AAO: 2013
Course 511
2. Why are you here?
Rank your website
Grow your medical practice? (Marketing Tool)
Educate your patients? (Provide Value)
Use Social Media (do you have to?)
3. How to Rank Your Website?
Content Marketing:
What to write
How to write it
SEO
Social Media
4. 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.
5. 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.
6. 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.
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10. 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”
11. Search Engine (Bots)
Google, Yahoo and Bing
Catalog and index every text file and .pdf file on the Internet
Algorithms are unique…and secret
12. “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”
15. 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
16. “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)
17. The 3 R’s of Rankings
Relevant
Refreshed
Routinely
The content of a website is the most critical element to ranking a website
“Be the User”
21. 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
22. 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)
23. Why Write?
Content should provide value
Value breeds trust
Trust can engage and transform readers into patients
24. 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.
25. What to Write: News Releases
Paraphrase articles
Beware of “Duplicate Content”
Your opinion can add value
26. 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
27. 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!
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29. How to Write: Me, Myself and I
Write in 1st Person
Engage
Speak directly to your reader. You are NOT speaking/writing in an
auditorium.
30. 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!
35. 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
38. Social Media: Just Like a Gym Membership
Inexpensive
Takes time to get results
“You “ must make the effort
Can’t purchase results
39. 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