"Use Blogging to Supercharge Your Website" was delivered at the AAO 2016 in Chicago. Use the techniques of content management and search engine optimization to get your website ranked and to grow your medical practice. Presented by Randall Wong, M.D. and Andrew Doan, M.D. Dr. Doan's slides are not included here. Questions: randall.v.wong@gmail.com

1. USE BLOGGING & SOCIAL
NETWORKING TO SUPER CHARGE
YOUR WEBSITE
Randall V. Wong, M.D.
AAO 2016 | Chicago | SPEO9

2. Financial Disclosure
• I have the following financial interests or relationships to
disclose:
• Co-Founder:
• Medical Marketing Enterprises, LLC
• RussandRandy.com

3. Goals for Today
• Every Website should be a Blog
• Types of Websites
• Components of Website
• Content Marketing
• What is SEO?
• What Needs to be Optimized

5. Website | “Looks Great”
• 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 2016 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 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

9. Wordpress.org
• Best CMS
• Largest
• Inexpensive
• Most function
• Free

10. Wordpress.org
• Largest and most 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 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…….

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?
• 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 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 of Great 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 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!

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?
• 1st Person
• Hobbies
• Family
• Sports
What?
• 1st Person
• Elite college
• Elite medical school
• Elite training
• Elite diseases
• ..still awake?

30. 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’

31. Which Social/Review Sites?
• Facebook
• Google Plus
• 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

35. AAO 2016 | My Schedule
I’ll 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

36. AAO 2016 | Schedule
Monday | November 17, 2016
11:30 – Noon | TECH 15 | Tech Pav
Dominate Local Search and Monitor Your Online
Reputation
Tuesday | November 18, 2016
9-10 AM| 672 | Rm: S504BC
“Live Website Analysis: Critique Your Own Website”

37. Randall V. Wong, M.D.
www.MedicalMarketingEnterprises.com
www.RussandRandy.com
Randall.V.Wong@gmail.com
To Your Success!