Your Website Should Be “Under Construction”

Medical marketing enterprises.  Every great website should be under constructionEvery great website should always be “under construction.”  Of the three types of sites;  resource, marketing and interactive, only the resource site is ever really finished.

And you know I’m not talking about web design.

Great websites must remain dynamic whether by adding a constant stream of great content or with user generated comment vis-a-vis threads and conversations.

Content Marketing is Best

Blogging, or content marketing, remains the most important marketing strategy for your medical practice or small business.  While many businesses promote their use of a social media marketing strategy, blogging remains #1 in terms of ROI, branding and value.

The success of content marketing can be easily measured.  Visitors, bounce rate, comments, click through rates are all metrics showing the likes and needs of your patients, your customers.

The expense of time spent on a social media campaign is less tangible perhaps only because social media efforts ultimately draw attention to a great website that is “under construction.”

Value, Dedication, Commitment

Your content provides your patients with value.  Your articles provide solutions (answers) to their health specific questions.  Moreover, your consistent writing also displays a level of dedication and commitment that sets you apart from your competitors.

Value is the key to any website, but by continued and consistant writing, your dedication and commitment turns you into an industry expert.

Your content also remains the key factor to obtaining great SEO…unmatched and immesurable with any social media campaign.

What Can You Do?

Develop a long range objectives for your practice, i.e. define your marketing goals.

Write articles consistently on topics related to your long range initiative (SEO best practice).

With time, your articles will begin to reach out to your patients, compelling them to write and leave comments.  Make sure to answer each of the comments in a timely manner, thus creating a dialogue.  This visible interaction and engagement is the heart and soul of a blog and will eclipse any social media based campaign with respect to ROI, branding and providing value to your patients.

Both content marketing and engaging your patients online present time challenges and require consistent and continued publications and responses.  

A great website, therefore, is never completed and, hence, is always “under construction.”

To Your Growth And Success!

Randy

Randall V. Wong, M.D.
Medical Website Optimization

www.MedicalMarketingEnterprises.com

Google Plus: Lots to “Like”

Google Plus and Author Rank, Medical Marketing Enterprises.There are 3 reasons to use Google Plus.  After starting your Facebook, I recommend starting your Google Plus Account.

Your Google + account will now get you noticed on a Google Places, can aggregate any reviews about your practice (from other sites other than Google), selectively share information via Circles with new and old colleagues and starts your Author Ranking!

Google Local and Business Page

Starting a Google + Business page simply requires a free Gmail email address.  Follow the directions to get your practice indexed on Google +.

As Facebook and Google Plus plan their local search strategies, you want to make sure either you create your business page or claim one which already exists.  Simply make sure your contact information is correct.  With time, you can add more information.

Google Circles: Selective Sharing

A unique feature of Google + are the “circles.”  Circles are different groups of people based upon a common interest or relationship, for example, Friends, Family, Business, etc.

This allows you to pick and choose the group of friends with whom you’d like to share information. You can use “circles” to customize your communications….you can tailor who you’d simply like to follow versus people you’d like to share information.

At the outset, Circles are the same as “Friends” on FaceBook, but Friends lack the ability to share vs. follow and sharing may not reach all of your followers. (Facebook does not share all of your posts with all of your followers).

Circles allows  you to wear several hats yet use the same account.

Author Rank

Author Rank is the newest variable introduced last summer for SEO.  Simply put, author rank, measures your expertise and contribution to the Internet on any particular subject.  How your Author Rank is computed is another post.  The greater your Author Rank, the more credible and trusted you are as an expert.

The higher your PageRank, the higher your rankings.  Now, the better your Author Rank and PageRank, the higher your rankings.

This means two articles with very similar content, i.e. with the same PageRank, will now be ranked differently based upon Author Rank…the article written by the author with the highest rank (i.e. trust and credibility) wins!

Google Authorship via Google Plus Profile

Establish your Google Authorship!  The next goal is to inform Google which is/are your website(s).  Uniting your Google Plus profile with your particular website(s) alerts Google of your Authorship.

In your Google Plus profile, list the website(s) to which you contribute.  In your websites, attach the code to your Google Plus profile.  This is most easily done by creating a hyperlink using your name as anchor text back to your Google Plus profile page, or make sure you are using Genesis on WordPress!

WordPress and Genesis

The newest version of Genesis recognizes author rank and allows you to marry your user profile with your Google + profile by simply entering your profile code into your WordPress user profile….done!

To your Success!

Randall V. Wong, M.D.
Medical Website Optimization
www.MedicalMarketingEnterprises.com

I Bought a New Car

Meet patients online needs.I bought a new car last week.  This is not a post about buying a car, but there are some strong messages about online relationships.

I chose a 2013 Honda Crosstour, the dealer, and my salesperson before ever walking into a sales room.  I did it all online.

The Right Time to Buy

I haven’t had a brand new car since 1990.  My last 3 were previously owned.  I simply drove too much to justify the rapid depreciation costs of a new vehicle.

While two kids are already driving, we will have 3 more who will be of driving age in the next 18 months.  The car I just traded in wasn’t safe enough to keep around for any of them.

So, for a myriad of reasons it was time to buy.  As it was Christmas break, I didn’t want to waste precious vacation time.

Online Window Shopping

Through several auto sites (USAA, Edmunds, Autotrader) I expressed interest in the particular make and model; Crosstour V6, 2013.  In doing so, interested dealers in zip code made contact via email.

Within 24 hours I had received emails from 6 area dealerships.  I read the reviews of the dealerships.  I easily chose two finalists.

The others were disqualified for;

  • Deception:  gave me a quote for a 2012, not 2013.  No 2013’s even in stock.
  • No Quote:  wanted me to visit dealership first before giving me a quote
  • No Response: waited too long to email me or return emails
  • Poor After Market Service

“I Will Beat Any Deal You Receive”

The two “finalists” were quick to communicate and straightforward with answering my questions through emails, gave me a quote and showed some personal interest in meeting me.  They engaged me by accommodating my needs.

In his opening email, my eventual salesperson, “Ama,” even stated he’d” beat any offer” and gave a most competitive quote.  To me, this meant he was serious in wanting to meet me.

For the purpose of comparing, I visited both dealerships.  The first dealership just couldn’t beat the quote I received from Ama.  I drove across town and bought the car from Ama.

What Can You Learn?

Buying a car is a huge purchase.

It seems only too natural to start your search for a dealer and salesman online.  Price is a huge factor, but so is the personality of the sales team.  Are they willing to negotiate, or are they jerks?  Can I start a relationship with a specific person before entering the show room?

For me, there was great satisfaction in already knowing who I’d be dealing with upon my arrival, knowing he’d was anticipating my visit and that we’d already begun the negotiation.  I was also very happy that I was choosing a dealership endorsed by others.

Satisfied, I made the purchase.  I had found a dealership who takes online shopping seriously.  I met a salesman who understands that the online customer is likely to be very savvy about the purchase, but also, very serious about buying a car.

They met my needs.

Just as the dealership met my needs.  We, as doctors and health providers, need to meet our patients needs.  Most of America search first for questions about health providers online.  We need to provide information on our sites about our practice philosophy and who we are as people.

Just as I expect this about a car purchase, our patients, with their health on the “line,” expect to find us on the Internet, too.  Create websites with great content, educate and become transparent.

The car sales industry is changing, but really it’s the consumer, i.e. our patients.  I turned to the Internet for my car.  Doesn’t it make sense more would turn to the Internet for more important issues such as health?

Take them seriously, meet their needs and you’ll be greeting them in person when they walk through your office door.

Search Engines Rank Webpages Not Websites

Search engines rank webpages not websites.Search engines rank webpages, not websites.

Think of a reference manual;  dictionaries, encyclopedias, thesauraus.  The title of the book refers to a collection of pages bound together.  Unlike a novel, reading each page in order serves no purpose.

A website is composed of webpages.  A collection of webpages constitutes a website and as in our manual example, each webpage of a website contains useful information.

Search engines, such as Google, rank individual pages of each site and not the whole site collectively.

Overall, with good SEO, most of your pages will rank well.

The URL or Domain

Think of a website as a place (i.e. your Domain) where webpages of a common theme reside.  In this way, you may better understand how a “website” may rank for dozens of keywords.  In actuality, a successful website contains many pages allowing for the excellent SERP rankings.

When establishing a PageRank, an overall score is assigned to your domain, or website.  A PageRank is different than index rankings on a SERP.  It gives you an overall score of the relevance of a website.

Webpages

Each article you write for publish for your site will have a separate and unique URL. The root URL remains the same, but the extension, or filename, is unique to everypage of the site.  For instance;

MedicalMarketingEnterprises.com

This points to the home page and is the “root” URL.

MedicalMarketingEnterprises.com/About/Randall.V.Wong

This URL is the address of my “About” page.  It is indexed separately from the home page and all other pages on this site.  This extension signifies that it is completely separate file, or page, on my site.

Each of these pages is read and indexed separately by Google.  One page may rank better for “medical search engine optimization” and the other for “randall wong md.”

This website has almost 300 pages “indexed” with the search engines.  In theory, this means this site could rank for at least 300 different keywords or subjects!

Do you have 300 areas of your practice for which you’d like to rank Number 1?

What Can You Do?

This emphasizes the importance of relevance.  Each and every article should be relevant to one subject, or keyword.  The more specific your article, or post, is to one keyword, the more relevant.  Try to write an article “concentrating” on too many keywords and you lose specificity, i.e. relevance.

To your success!

“Randy”

Randall V. Wong, M.D.
Medical Website Optimization
www.MedicalMarketingEnterprises.com

Changing Practices: Can Your Old Patients Find You?

Changing Practices. Rebuilding Your Webpresence.Changing medical practices?  How will your existing patients find you?

This is a common problem.  How do you quickly establish a web presence to convey your new practice information, location and contact information?

Here are 4 easy steps to quickly get you found on the Internet.

Buy Your Name as URL

Get indexed by Google, Bing and Yahoo by creating a webpage using your name as the URL.  Using a 3rd party domain registrar, such as GoDaddy.com or Bluehost.com, purchase your name.  If your name is taken, try some variations, such as;

  • JohnSmithMD.com
  • JohnASmithMD.com
  • DoctorJohnSmith.com

On your new site, create just 3 pages:  Home, About and Contact.  Make sure your name and address appear in the footer and in the title tag of the webpage.  Follow these steps to register and index your new site with Google, Yahoo and Bing.

Start a FaceBook and Google Plus Page

These two giants are going to war over local search.  Take advantage of the competition and start a page on each platform.  It’s free and both are natural places where your patients (or their children) will look for you.

Nothing fancy at this time.  Just get your contact information listed properly on each page.  You can be visible within just a few days!

Local Directories

“Google” yourself and find which local directories have your name listed.  Claim those sites and update with your new contact information.

Take advantage of the inherent SEO power of some of these sites.  For instance, healthgrades.com usually is listed fairly high on the SERP.  Find and update the information pertaining to your listing.

Do the same for other directory listings you find when you “Google” yourself.

Two other major platforms are Yelp and Angie’s list.  While these are great “review” sites, these are also popular arenas for your patients to search for you.

Update Societies and Associations

Update your contact information with your medical school, residency programs, state and local societies, board associations, etc.  Many of the local directories use these membership lists as sources for their databases.

Adwords

While Adwords may indeed seem appealing, we’ve been voting against these 4 line ad campaigns.  They are too ubiquitous and are often ignored (spam?).

We would suggest using them only after you’ve taken care of your organic search engines, local directories including Yelp and Angie’s list.

What Can You Expect?

Your goal is to update your contact information that is spread across the Internet and ASAP.  By starting a webpage with your own URL, you will soon be indexed by Google, Bing and Yahoo.  This may take a few weeks.

Use the ubiquity and SEO power of many of the review sites to allow your patients to find you.  Google Plus, Facebook, Yelp and Angie’s list are all quick ways to get the word out.

After a few weeks, your organic search should then round out the picture!

Randall V. Wong, M.D.
Medical Website Optimization

www.MedicalMarketingEnterprises.com