This document summarizes a presentation on content marketing as a strategy for attaining web visibility. It discusses how content marketing and search engine optimization (SEO) are the primary ways to rank highly in search engine results pages (SERP) through relevant, refreshed and routinely published content. Other factors like perceived authority, links, speed and non-content approaches are also mentioned but content is emphasized as king. The goal is to publish credible health information to achieve high search rankings and visibility to grow one's practice.
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Content Marketing For Your Medical Practice
1. Content Marketing:
A Strategy for Attaining
Visibility on the Web
Randall V. Wong, M.D.
Amy Wong, Esq
Medical Marketing Enterprises, LLC
Presented at the
American Academy of Ophthalmology (AAO)
Orlando, FL 2011
2. Randall V. Wong, M.D.
Financial Disclosure
Co-Founder
Medical Marketing Enterprises, LLC (O)
http://MedicalMarketingEnterprises.com
3. Amy R. Wong, Esq.
Financial Disclosure
Co-Founder
Medical Marketing Enterprises, LLC (O)
www.MedicalMarketingEnterprises.com
4. How Do I……?
Rank my website
Grow my practice
Educate my patients
Use Social Media
5. Content Marketing
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 good health information
6. Content Marketing
No other method can rank your web pages
Google has no gimmicks
“Search” has become a legitimate “science”
7. Content Marketing
Relevant content is crucial.
Aka “Content is King”
Blog format is most adapted to continuously add and maintain a website….it
is dynamic
8. Web Page Rankings
Search engines want to provide the user with those websites MOST relevant
to the intended search
Those pages most relevant get highest rankings
9. What is SEO?
Search Engine Optimization (SEO)
A technique of translating the content of your web page to a format easily
understood by search engines
“highlighting the meaning of your site”
10. Search Engine (Bots)
Google most popular
Bing, Yahoo are similar
Catalog and index every text file and .pdf file on the Internet
11. “Search”
Aka “Google That”
SERP: Search Engine Results Page
The most pages most relevant to the “search” are found at the top.
You want your page there!
13. “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 practice
14. The 3 R’s of Rankings
Relevant
Refreshed
Routinely
The content of a website is the most critical element to ranking a website
15. Other Factors
Perceived authority
Links from other sources
Links to other sources
Download speed
16. Web Design
Web Design is Dead
Web Design has no value to SERP
18. Google
Brings the most relevant pages to the top
Those pages at the top are the most up to date
19. Content Marketing
Allows you, as a health authority, to publish credible health information on
your own site
As a reward, you achieve high rankings
As a benefit, the overall quality of health information on the Internet
improves
20. 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