Use Blogging and Social Networking to Super Charge Your Website | Randall Wong, M.D. | AAO 2015
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Transcript of Use Blogging and Social Networking to Super Charge Your Website | Randall Wong, M.D. | AAO 2015
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USE BLOGGING & SOCIALNETWORKING TO SUPER CHARGEYOUR WEBSITE
Randall V. Wong, M.D.AAO 2015 | Las Vegas | SPEO7
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Financial Disclosure
• I have the following financial interests or relationships to disclose:• Co-Founder:
• Medical Marketing Enterprises, LLC
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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
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Website | “Looks Great”• Static• Navigation• Coded for Appearance (HTML)• Graphics• Logos
• “Website” is based upon design – no ability to rank.
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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”
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Content Management System (CMS)
• aka “Blog”
• Has turn-key design, fully customizable• Templates, inexpensive• Mobile responsive
• Best of 2 worlds• Design• Optimization
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“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
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Wordpress.org
• Best CMS• Largest• Inexpensive• Most function • Free
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Wordpress.org
• Largest and most widely used CMS• Extreme flexibility
• Best for SEO• Plugins
• Open-source
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Content Management System (CMS)
• CMS = “Blogging Software”• Wordpress.com• Wordpress.org – the best• Blogger• Drupal, Joomla
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Caution
• Wordpress.com• Blogger/Blogspot• Wix• SquareSpace
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Hosted vs. Self-Hosted• Wordpress.org: The most popular CMS
• Self-hosted• GoDaddy, Bluehost, Host Gator
• Hosted Programs• Wordpress.com• Blogger
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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…….
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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
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Design• Visual Appeal
• Colors• Graphics• Video• Logos
• Ease of Navigation• Mobile Responsive?• Website design is obsolete – it has no value for
Google rankings.
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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 rankingsSearch Engines.”
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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!
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Search Engines S
ee This……………..
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SEO, Optim
ization, Social Media and Reputation for H
ealthcare
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What Gets “Optimized?”• Web site• Web page (each article)• Off-Page
• Social Media• Local Search • Review Sites
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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)
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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
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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.
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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!
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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.
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About You
Who?
• 1st Person
• Hobbies• Family• Sports
What?
• 1st Person
• Elite college• Elite medical school• Elite training• Elite diseases• ..still awake?
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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’
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Platforms• Facebook• Google Plus• Healthgrades (aggregators)• Yelp• Angie’s List
• Linked In?• Twitter?
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Healthgrades• Aggregator• Claim• Use Healthgrades to your advantage for SEO
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Local Search – Off Page SEO
• Aggregators• Local Search• Reputation
• Improve SEO• Improve local SEO
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Lab – Optimize Website• Title of the Website• Optimize Article (Post) – About “Randall Wong, M.D.”
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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”
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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”