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Use Blogging and Social Networking to Super Charge Your Website | Randall Wong, M.D. | AAO 2015
The document discusses the importance of using blogging and social networking to enhance website presence for medical professionals, emphasizing that all websites should function as blogs for better SEO and engagement. It outlines various types of websites, best practices for design and content optimization, and effective strategies for improving search rankings. Additionally, it provides details about a series of upcoming educational courses and seminars related to online marketing and SEO.
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Use Blogging and Social Networking to Super Charge Your Website | Randall Wong, M.D. | AAO 2015
- 1. USE BLOGGING &SOCIAL NETWORKING TO SUPER CHARGE YOUR WEBSITE Randall V. Wong, M.D. AAO 2015 | Las Vegas | SPEO7
- 2. Financial Disclosure • Ihave 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 | “LooksGreat” • 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 foruser 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 andmost 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 ofWebsites • 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? • SelfHosted • 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 ofGreat 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 WriteAbout? • 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? • 1stPerson • Hobbies • Family • Sports What? • 1st Person • Elite college • Elite medical school • Elite training • Elite diseases • ..still awake?
- 30. Social Media • Websiteup? • 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 • GooglePlus • 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 – OptimizeWebsite • 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 YourSuccess! Randall V. Wong, M.D. www.MedicalMarketingEnterprises.com [email protected]
Editor's Notes
- #3 Medical Marketing Enterprises, LLC was started to teach medical professionals the importance and techniques of website marketing for their medical practices. I am a retina specialist practicing in Fairfax, Virginia.
- #11 We are going to build a website on Wordpress.org. We’ll create some content. Optimize and publish. Add some 3rd party plugins, too.
- #12 At the heart of a modern website is the CMS, aka content management system. It’s basically the “program” which builds websites. There are free versions such as Wordpress.com and Blogger. I’ll recommend why the only platform to use is Wordpress.org. .com vs. .org…..very similar, but .com has more limitations, but is free and is hosted.
- #13 123rf
- #14 Wordpress.org gives you the most freedom in terms of design and function. You have to be responsible for hosting versus the .com version is hosted on “their” servers. Not to worry, buying hosting for a medical practice website is really, really cheap. Say, < $10/month!
- #15 One advantage of using a CMS such as WP.org is that you can easily change your website depending upon your needs. Most practices have a “resource” type site; hours of operation, about pages, directions, insurance information, etc. No marketing value, but at least a footprint on the web. With time, you may want to change or add function….no problem with CMS such as Wordpress (really anything blog).
- #16 In conclusion, we’ll develop our own site and experience how easy is to create content, design a website and add function. If needed….maybe we can integrate social media too!
- #17 20017869s.jpg 123rf.com
- #19 SEO is the process of translating your website’s text, or content, into meaningful data understood by the search engines. It allows you to convey the proper information to the search engines so your pages may outrank your competitors. Your website, with proper optimization can become your best marketing tool with the best ROI!
- #21 This is what the search engines “see.”
- #28 47629848_s.jpg 123rf.com