This presentation was presented at the American Academy of Ophthalmology in Las Vegas, 2015, by Randall Wong, M.D. The purpose is to define how blogging can improve your SEO, website rankings and ability to market your medical practice. If you have questions, please feel free to contact me. Randall Wong, M.D. Medical Marketing Enterprises, LLC randall.v.wong@gmail.com

1. USE BLOGGING & SOCIAL
NETWORKING TO SUPER CHARGE
YOUR WEBSITE
Randall V. Wong, M.D.
AAO 2015 | Las Vegas | SPEO7

2. Financial Disclosure
• I have the following financial interests or relationships to
disclose:
• Co-Founder:
• Medical Marketing Enterprises, LLC

3. Goals for Today
• Every Website should be a Blog
• Types of Websites
• Components of Website
• Content Marketing is the only way to achieve and
maintain high rankings
• What is SEO?
• What Needs to be Optimized

5. Website | “Looks Great”
• Static
• Navigation
• Coded for Appearance (HTML)
• Graphics
• Logos
• “Website” is based upon design – no ability to rank.

6. Blog
• Customized Design
• Coded for Optimization (SEO)
• Dynamically add content, add function gradually
• Has Marketing Value (i.e. ranks with Google)
• ALL websites in 2015 should be constructed on
“blogging software”

7. Content Management System (CMS)
• aka “Blog”
• Has turn-key design, fully customizable
• Templates, inexpensive
• Mobile responsive
• Best of 2 worlds
• Design
• Optimization

8. “Blogs”
• Ability for user to add content
• Question/Comment
• Allows website owner to add content (the doctor)
• Server Based
• Easily add content from anywhere
• Can you use a word processor?
• Mobile phone

9. Wordpress.org
• Best CMS
• Largest
• Inexpensive
• Most function
• Free

10. Wordpress.org
• Largest and most widely used CMS
• Extreme flexibility
• Best for SEO
• Plugins
• Open-source

11. Content Management System (CMS)
• CMS = “Blogging Software”
• Wordpress.com
• Wordpress.org – the best
• Blogger
• Drupal, Joomla

12. Caution
• Wordpress.com
• Blogger/Blogspot
• Wix
• SquareSpace

13. Hosted vs. Self-Hosted
• Wordpress.org: The most popular CMS
• Self-hosted
• GoDaddy, Bluehost, Host Gator
• Hosted Programs
• Wordpress.com
• Blogger

14. 3 Types of Websites
• Resource (Static, No SEO) – can’t rank
• Marketing (Dynamic, SEO) – high rankings
• Interactive (Dynamic, SEO, “Blog”) – ranks & engages
• Websites differ based upon content…….

15. Goal of Website
• Rank
• Grab attention – Engage patient
• Provide Value
• Build Trust
• Make an appointment
…this takes time, yet when done well, is the key to
growing your practice

16. Design
• Visual Appeal
• Colors
• Graphics
• Video
• Logos
• Ease of Navigation
• Mobile Responsive?
• Website design is obsolete – it has no value for
Google rankings.

17. Best Website?
• Self Hosted
• CMS – e.g. Wordpress.org
• Design
• Content – Optimized (marketing value)
• CMS or “Blogs” offer both design….and the best for
SEO.
Therefore, the “Best” website has customized
designed and is optimized (i.e. gets high rankings
Search Engines.”

18. What is Optimization?
• 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!

22. What Gets “Optimized?”
• Web site
• Web page (each article)
• Off-Page
• Social Media
• Local Search
• Review Sites

23. 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)

24. 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

26. 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.

27. 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!

28. The Article
• Length
• Sub-headers
• Bullets
• Break up visually into paragraphs
• Write in 1st person
• Write to level of 8th grader
• Pretend your patient is in front of you.

29. About You
Who?
• 1st Person
• Hobbies
• Family
• Sports
What?
• 1st Person
• Elite college
• Elite medical school
• Elite training
• Elite diseases
• ..still awake?

30. Social Media
• Website up?
• Website up to date?
• “Always under construction
• ….Social media is not necessary for a medical office, but
can be an effective way to increase your marketing
outside of ‘search’

31. Platforms
• Facebook
• Google Plus
• Healthgrades (aggregators)
• Yelp
• Angie’s List
• Linked In?
• Twitter?

32. Healthgrades
• Aggregator
• Claim
• Use Healthgrades to your advantage for SEO

33. Local Search – Off Page SEO
• Aggregators
• Local Search
• Reputation
• Improve SEO
• Improve local SEO

34. Lab – Optimize Website
• Title of the Website
• Optimize Article (Post) – About “Randall Wong, M.D.”

35. AAO 2015 | My Schedule
I’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 | SPE07
Use 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”

36. Schedule Cont’d
Monday | 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”

37. Thank You
and
To Your Success!
Randall V. Wong, M.D.
www.MedicalMarketingEnterprises.com
Randall.V.Wong@gmail.com