Crash Couse in SEO | Randall Wong, M.D. | AAO 2015

CRASH COURSE IN SEO

Randall V. Wong, M.D.AAO 2015 | Las Vegas | Tech1610:45-11:15 AM | November 16

Financial Disclosure

• I have the following financial interests or relationships to disclose:• Co-Founder:

• Medical Marketing Enterprises, LLC

Randall Wong, M.D.• Ophthalmologist (Retina Specialist)• Online Marketing

• Medical Marketing Enterprises, LLC• Website Rankings• SEO and Social Media• Reputation

• Father of Five (Combined)• Duncan Donuts Coffee • Tennis not Golf

“Top 10” in “Organic Search”• This is your goal…not to be first, but to be in the top 10• This is the only way you will gain visibility…and grow your

business (association and/or medical practice)

Google, Bing, Yahoo• Search engines index websites

• Search engines rank websites based upon content

• Search engines have “SEO” algorithms which compare websites. Those with the best “SEO” rank highest.

Search Engine (Bots)

• Google, Yahoo and Bing• Catalog and index every text file and .pdf file on the

Internet• Algorithms are unique…and secret, but all are based

upon the relevance of content.

What is SEO?• Search Engine Optimization (SEO)

• The tactics and methods used to get high search engine rankings based upon the expectations of the search engine algorithms.

• SEO only applies to content marketing.

• SEO is fundamental to every website.

Content Marketing• The ONLY way to rank your website.

• The basis upon your website, or rather your content, outranks your competitors.

• Is your content better than your competitors?

• Social Media – only attracts attention to your web page…if you are lucky enough to have a good one.

Content Marketing: • 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 “next” patients.

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.

Content

• Keywords • Title?• Description• Permalinks • Subheaders

• Meta Description• Tags (e.g. Title Tag)• Length of article

• Frequency of keywords

• Keyword stuffing

• Internal Links• Outbound Links

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

Search Engines S

ee This……………..

SEO, Optim

ization, Social Media and Reputation for H

ealthcare

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

Web Design• Web Design

• Flash• Graphics• Images

• Web Design will not rank your website…

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

Take Home: The 3Rs of Great Content

• Relevant• Refreshed • Routinely

• The content of a website is the most critical element to ranking a website

• “Be the User”

Website Design

Web Rankings vs. Gym Membership• Inexpensive• Takes time to get results• “You“ must make the effort• Can’t purchase results

AAO 2015 | My ScheduleI’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 | SPE07Use 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”

Schedule Cont’dMonday | 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”

Thank You andTo Your Success!

Randall V. Wong, M.D.www.MedicalMarketingEnterprises.comRandall.V.Wong@gmail.com