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Content Marketing
Getting Your Web Page
Ranked
Randall V. Wong, M.D.
Medical Marketing Enterprises, LLC
AAO: 2013
Course 511
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?)
How to Rank Your Website?


Content Marketing:


What to write



How to write it



SEO



Social Media
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.
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.
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.
Content Marketing:  Getting Your Web Page Ranked
Content Marketing:  Getting Your Web Page Ranked
Content Marketing:  Getting Your Web Page Ranked
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”
Search Engine (Bots)


Google, Yahoo and Bing



Catalog and index every text file and .pdf file on the Internet



Algorithms are unique…and secret
“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”
Anatomy of SERP
Content Marketing:  Getting Your Web Page Ranked
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
“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)
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”
Factors Increasing SEO


Content



Perceived authority



Title Tag



Outbound links



Inbound Links



Download speed



Analytics, Sitemap



Age of Domain
Web Design


Web Design



Graphics





Flash
Images

Web Design has no value to SERP
Website Design
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
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)
Why Write?


Content should provide value



Value breeds trust



Trust can engage and transform readers into patients
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.
What to Write: News Releases


Paraphrase articles



Beware of “Duplicate Content”



Your opinion can add value
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
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!
Content Marketing:  Getting Your Web Page Ranked
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.
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!
One Page = One Doctor


Maximize your SEO!
Optimize Your Article


Title (mimic the words used for search)



Keywords and Meta Tags??????



Summary



Excerpt



Hyperlinks/Anchor Text



Tags
SEO Writing Tools


Available for many formats



Saves time



Reduces anxiety



Improves writing



Makes writing easier
Course 585


Essential SEO Tools for Your Website



2 PM, 11/13/12



S 502 B
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
Social Media: Requirements


Active participation



Website at the hub




Transparency
No need to duplicate your website information
Content Marketing:  Getting Your Web Page Ranked
Social Media: Just Like a Gym Membership


Inexpensive



Takes time to get results



“You “ must make the effort



Can’t purchase results
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
511: Content Marketing: Getting Your Web Page Ranked
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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.
  • 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”
  • 18. Factors Increasing SEO  Content  Perceived authority  Title Tag  Outbound links  Inbound Links  Download speed  Analytics, Sitemap  Age of Domain
  • 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!
  • 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!
  • 31. One Page = One Doctor  Maximize your SEO!
  • 32. Optimize Your Article  Title (mimic the words used for search)  Keywords and Meta Tags??????  Summary  Excerpt  Hyperlinks/Anchor Text  Tags
  • 33. SEO Writing Tools  Available for many formats  Saves time  Reduces anxiety  Improves writing  Makes writing easier
  • 34. Course 585  Essential SEO Tools for Your Website  2 PM, 11/13/12  S 502 B
  • 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
  • 36. Social Media: Requirements  Active participation  Website at the hub   Transparency No need to duplicate your website information
  • 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
  • 40. 511: Content Marketing: Getting Your Web Page Ranked Scan this code to submit an evaluation