This document summarizes a presentation on content marketing as a strategy for attaining web visibility. It discusses how content marketing and search engine optimization (SEO) are the primary ways to rank highly in search engine results pages (SERP) through relevant, refreshed and routinely published content. Other factors like perceived authority, links, speed and non-content approaches are also mentioned but content is emphasized as king. The goal is to publish credible health information to achieve high search rankings and visibility to grow one's practice.

1. Content Marketing:
A Strategy for Attaining
Visibility on the Web
Randall V. Wong, M.D.
Amy Wong, Esq
Medical Marketing Enterprises, LLC
Presented at the
American Academy of Ophthalmology (AAO)
Orlando, FL 2011

2. Randall V. Wong, M.D.
Financial Disclosure
 Co-Founder
 Medical Marketing Enterprises, LLC (O)
 http://MedicalMarketingEnterprises.com

3. Amy R. Wong, Esq.
Financial Disclosure
 Co-Founder
 Medical Marketing Enterprises, LLC (O)
 www.MedicalMarketingEnterprises.com

4. How Do I……?
 Rank my website
 Grow my practice
 Educate my patients
 Use Social Media

5. Content Marketing
 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 good health information

6. Content Marketing
 No other method can rank your web pages
 Google has no gimmicks
 “Search” has become a legitimate “science”

7. Content Marketing
 Relevant content is crucial.
 Aka “Content is King”
 Blog format is most adapted to continuously add and maintain a website….it
is dynamic

8. Web Page Rankings
 Search engines want to provide the user with those websites MOST relevant
to the intended search
 Those pages most relevant get highest rankings

9. What is SEO?
 Search Engine Optimization (SEO)
 A technique of translating the content of your web page to a format easily
understood by search engines
 “highlighting the meaning of your site”

10. Search Engine (Bots)
 Google most popular
 Bing, Yahoo are similar
 Catalog and index every text file and .pdf file on the Internet

11. “Search”
 Aka “Google That”
 SERP: Search Engine Results Page
 The most pages most relevant to the “search” are found at the top.
 You want your page there!

12. Anatomy of SERP

13. “Top 10” in “Organic Search”
 Your goal is to rank your page in the “top 10” for search.
 This is the only way you will gain visibility…and grow your practice

14. The 3 R’s of Rankings
 Relevant
 Refreshed
 Routinely
 The content of a website is the most critical element to ranking a website

15. Other Factors
 Perceived authority
 Links from other sources
 Links to other sources
 Download speed

16. Web Design
 Web Design is Dead
 Web Design has no value to SERP

17. Non Content
Marketing Schemes
 Click Through Ads (Adsense/AdWords)
 Banner Ads
 Email Campaigns
 Twitter/Social Media

18. Google
 Brings the most relevant pages to the top
 Those pages at the top are the most up to date

19. Content Marketing
 Allows you, as a health authority, to publish credible health information on
your own site
 As a reward, you achieve high rankings
 As a benefit, the overall quality of health information on the Internet
improves

20. Thank You
and
To Your Success!
Randall V. Wong, M.D.
Amy Wong, Esq.
Medical Marketing Enterprises, LLC
7726 Bradley Blvd.
Bethesda MD 20817
240.230.7353
RWong@MedicalMarketingEnterprises.com
Amy@MedicalMarketingEnterprises.com