Use Blogging & Social Networking to Super Charge Your Website

Use Blogging & SocialNetworking to Super ChargeYour WebsiteRandall V. Wong, M.D.AAO 2016 | Chicago | SPEO9

Financial Disclosure

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

Medical Marketing Enterprises, LLC was started to teach and consult for Healthcare and Medical Internet Marketing. RussandRandy.com is a podcast focused on Healthcare and Medical Internet Marketing.

I am a retina specialist practicing in Fairfax, Virginia.

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Goals for Today

Every Website should be a BlogTypes of WebsitesComponents of WebsiteContent Marketing What is SEO?What Needs to be Optimized

Website | Looks GreatStaticNavigationCoded for Appearance (HTML)GraphicsLogos

Website is based upon design no ability to rank.

BlogCustomized DesignCoded for Optimization (SEO)Dynamically add content, add function graduallyHas Marketing Value (i.e. ranks with Google)

ALL websites in 2016 should be constructed on blogging software

Content Management System (CMS)aka Blog

Has turn-key design, fully customizableTemplates, inexpensiveMobile responsive

Best of 2 worldsDesignOptimization

Blogs

Ability for user to add contentQuestion/CommentAllows website owner to add content (the doctor)

Server Based

Easily add content from anywhereCan you use a word processor?Mobile phone

Wordpress.org

Best CMSLargestInexpensiveMost function Free

Wordpress.org

Largest and most widely used CMSExtreme flexibilityBest for SEOPluginsOpen-source

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Content Management System (CMS)

CMS = Blogging SoftwareWordpress.comWordpress.org the bestBloggerDrupal, Joomla

Ill 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.11

Caution

Wordpress.comBlogger/BlogspotWixSquareSpace

123rf12

Hosted vs. Self-HostedWordpress.org: The most popular CMSSelf-hostedGoDaddy, Bluehost, Host GatorHosted ProgramsWordpress.comBlogger

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!

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3 Types of Websites

Resource (Static, No SEO) cant rankMarketing (Dynamic, SEO) high rankingsInteractive (Dynamic, SEO, Blog) ranks & engagesWebsites differ based upon content.

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).

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Goal of Website

RankGrab attention Engage patientProvide ValueBuild TrustMake an appointment

this takes time, yet when done well, is the key to growing your practice

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DesignVisual AppealColorsGraphicsVideoLogosEase of NavigationMobile Responsive?

Website design is obsolete it has no value for Google rankings.

20017869s.jpg 123rf.com16

Best Website?Self HostedCMS e.g. Wordpress.org

DesignContent 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.

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!

SEO is the process of translating your websites 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!18

Search Engines See This..

This is what the search engines see. 20

SEO, Optimization, Social Media and Reputation for Healthcare

What Gets Optimized?Web siteWeb page (each article)Off-PageSocial MediaLocal Search Review Sites

What Gets OptimizedPrimaryOn-Page SourcesWebsiteContent (articles, posts, pages)

SecondaryOff-Page SourcesAggregatorFacebookYelpAngies ListHealthgradesSocial MediaLinks (backlinks)

Factors Increasing SEOContentTitle TagInbound LinksPerceived authorityOutbound linksDownload speedAnalytics, SitemapAge of DomainKeyword ToolSocial Media Mobile Responsive

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3 Rs of Great CopywriteRelevantRefreshedRoutinely

Google (Bing, Yahoo) have separate algorithms for ranking webpages (SEO algorithm).

..all have relevance as a primary variable.

What to Write About?

Answers to health related questionsExplanations given routinely

E.g. Causes of Red Eye

Dont make treatment recommendationsObserve HIPAA

Editorial and Opinion are most valuable!

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The ArticleLengthSub-headersBulletsBreak up visually into paragraphsWrite in 1st personWrite to level of 8th graderPretend your patient is in front of you.

About YouWho?1st Person

HobbiesFamilySports

What?1st Person

Elite collegeElite medical schoolElite trainingElite diseases..still awake?

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

Which Social/Review Sites?FacebookGoogle PlusHealthgrades (aggregators)YelpAngies List

Linked In?Twitter?

HealthgradesAggregatorClaimUse Healthgrades to your advantage for SEO

Local Search Off Page SEO

AggregatorsLocal SearchReputation

Improve SEOImprove local SEO

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

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!