Essential Tools for Optimization

Search engine optimization (SEO)Made EasyRandall V. Wong, M.D.AAO 2016 | Chicago| Tech Pav 0911:30 Noon | October 16

Welcome!

If you have questions about this course, please feel free to email me.

rwong@medicalmarketingenterprises.com1

Financial Disclosure

I have the following financial interests or relationships to disclose:Co-Founder:Medical Marketing Enterprises, LLCRussandRandy.com

Medical Marketing Enterprises, LLC was founded to teach/consult Healthcare and Medical Internet Marketing. RussandRandy.com is a podcast created by Russell Faust, M.D. and me to also teach Healthcare and Medical Internet Marketing.

I am a retina specialist practicing in Fairfax, Virginia.

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

Medical Marketing Enterprises, LLCHealthcare & Medical Internet Marketing

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

This is who I am vs. what I am. While seemingly random, these fact about me are more important to our readers than my qualifications as a retina specialist that is, these are more relevant.

The key of search engine optimization is to achieve rankings by understanding your pateints and becoming more relevant to them.

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Optimization

The processes and tactics by which you maximize your ability to be found on the Internet.

The Ease in which you can be found.

Making it easy for your next patient to Find you.

There are too many SEO experts. SEO and Optimization should be considered as synonyms.

If you are optimized, youve employed every SEO tactic and process which allows you to be easily found on the Internet when someone is searching for your goods or services.

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Why Optimize?Market and Grow Your PracticeEngage your next patient (Pew Research 80%)Attract colleagues

3 very straight forward reasons to optimize or get yourself found on the Internet.

The biggest reason that you may choose to optimize web presence is because your next patient want to find you on the Internet. By easily being found, you are also demonstrating to your next colleague that you understand the importance of a good digital presence and have a modern digital marketing plan, which is more effective than simply taking colleagues out for lunch.

Below is the receipt for this pic.

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Optimize Yourself

The Number 1 reason to optimize yourself is because your next patient expects to find you on the Internet.

Actually this means that however they notice you, whether through referral, word of mouth or Internet search, your next patient expects to find out information about you and your practice. If they cant, they wont call for an appointment.6

This is a SERP (search engine results page) for retina specialist 22031. 22031 is my zip code and I am a retina specialist.

Optimization applies to areas C and D. These are results of organic search (C) and organic local search (D).7

Do we need social media to effectively market ourselves? I dont recommend using social media until your website is up to date. With social media, you are simply drawing attention to yourself. Anyone more interested in you is going to look forer, your website. Having a dated, stale website, or worse, no website, is a huge turnoff and youve just shut the door on your next patient.

This is the receipt for the social media pic.123rf.com13632835_s.jpg8

What is SEO?

Search Engines compare and rank webpages

Formulas, or algorithms, decide the rankings

SEO are the processes and tactics used to comply with these requirements to maximize or optimize your chances of ranking well.

Search engines compare webpages based upon the relevance of the content and a host of other variables. Each search engine has its own formula or algorithm for comparing webpages. SEO techniques increase the likelihood of your webpages meeting the criteria needed to rank well.9

This is not as confusing as it looks. There are only 3 major components leading to your overall SEO or optimization. Website optimization is important, but contains elements which are one and done. The most important variable in SEO is the content of your site. It must be optimized. Incoming links are also crucial and can be from social media sites, review sites (local search) and other websites.10

Optimize 3 Components

ContentWebsiteOff Page

Again, only 3 components need optimization; your website, the content of your website and so-called off page sources.11

Most important component of your digital presence

Website is easiest to optimize. Search engines are built to rank websites?

Your website is yourbest opportunity to rank well in search results.

Optimize Website First

What to do first? Make sure your website is optimized first before worrying about social media and review sites.

123rf.com1480158512

Optimizing WEBSITEContentTitle TagInbound LinksPerceived authorityOutbound linksDownload speedAnalytics, SitemapAge of DomainKeyword ToolSocial Media Mobile Responsive

Heres a list of elements which are needed to optimize your website. The most important are colored red.

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Mobile Responsive and DownloadOptimized for various screens?Mobile responsive sites are now part of SEO algorithmUser ExperienceDownload speedSlow sites wont rank well

More sites on the web are now viewed using mobile devices. Your site must be mobile responsive. Your present website can be become mobile ready for free or by purchasing an inexpensive plugin.

What happens when you cant download a webpage or file? Same is true for your readers. If your site takes forever to download.youll lose traffic. Google understands this and so do most of the hosting companies. This does not mean you need to spend a lot of money on your hosting account. In most cases, you wont have to spend anything extra!14

Web Design - BTWWeb DesignFlashGraphicImagesVideo

Web Design has no value to SERP with the exception of mobile responsiveness.

Too much emphasis has been placed on how a website looks. Flash, graphics, images and logos have no value in ranking your website. Mobile responsiveness, the ability of your site to change on various screen sizes, is an important element that is, sites which are not mobile responsive get negatively ranked.

20017869_s.jpg123rf.com15

Optimizing Your ContentThe 3 Rs of Optimized ContentRelevantRefreshedRoutinely

..all search engines have content as a primary variable.

The basics of optimized or well ranking sites. Content must be relevant and published on a website which is refreshed routinely (new articles are added regularly and systematically).16

Optimization ProgramsScribe subscription based, scribecontent.comWordpressDrupalWordYoast - yoast.comWordpress and DrupalFree and Paid

All in One SEO Pack semperplugins.comWordpress PlugFree and Paid

The bulk of SEO is to optimize your content. Learning to optimize your content without tools like these will be confusing and depressing.

There are programs and plugins available to help optimize your content.17

Off Page SEOLinks TO your websiteInbound links great for rankings

Links from related sites

Off page SEO includes all links incoming TO your website. The best inbound links include those from health related sites (for our purposes).18

Off-Page SEOSocialFacebookGoogle PlusYelpAngies ListLinked In?Twitter?

Review (aggregators)HealthgradesRateMDsVitals, etc.

Examples of off page sources19

Off-Page SEO | Review SitesAggregatorClaimNAP must be the sameLink URL

Improve inbound links - improve website rankingsImprove Local Search

Take advantage of review sites such as Healthgrades. Claim your accounts, make sure NAP (name, address and phone) are consistent across the board. Add URL of your website to these accounts.20

Local Search Off Page SEO

How to get your pin

Aggregators SEO WebsiteGoogle + (business)Reviews

Want to get that special pin on the map illustrating your office location? Make sure you have your NAP and a link to your website on all the review sites which list you AND make sure your website is optimized. Google prefers accounts with websites with good SEO.and comments.21

What is Local Search?

This was a typical local searchuh, search.22

AAO 2016 | My ScheduleIll be teaching several courses and will also be speaking at the Technology Pavilion

Saturday | October 15, 2016

9:30 10:30 AM | TECH 01 | Tech Pav Developing Effective Content for Your Website

1-4 PM | SPE09 | Rm: N427A Use Blogging and Social Networking to Super Charge Website

Sunday | October 16, 2016

11:30 - Noon | TECH 09 | Tech Pav Search Engine Optimization Made Easy

Here are the other talks scheduled.23

Randall Wong () - AAO 2016 | Schedule

Monday | November 17, 2016

11:30 Noon | TECH 15 | Tech PavDominate Local Search and Monitor Your Online Reputation

Tuesday | November 18, 2016

9-10 AM| 672 | Rm: S504BCLive Website Analysis: Critique Your Own Website

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

To Your Success!

Heres my contact information.

Thanks!

and to your success!25