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

How to Create Value on Your Medical Website

Creating Value for Your Medical Website

Every website must provide value.  A medical website easily creates value by providing answers their patients health related questions.  We do it every day.

To effectively market your medical practice on the Internet, your website should provide trusted, optimized medical information so it can rank high on search engine result pages (SERPS).

It all starts with providing value… and at no cost. You can’t generate traffic to your website if your website does not provide value to your visitors.

Click through ads (e.g. Adwords), social media platforms, and email blasts draw attention; however, it’s pointless to employ these tactics if your website can’t keep the attention of your visitors.

Why not try creating real value by providing credible information instead of buying them? I have found my time is much better spent creating value through content, rather than devising the next best click through ad.

Value is the key to driving traffic to your website. With time, value creates trust. For a medical practice, this is key to converting website visitors into paying patients. By building trust you are also increasing the value of your medical practice.

How do You Create Value

Our patients are desperate for information. They have lots of questions and want answers. The digital age has broadened their ability to access information, but what information is credible and relevant?

As health experts, we have the ability to create value by providing credible, relevant answers to the questions patients are asking. Rather than relying on advice from less credible sources on the Internet it is imperative that we provide information so patients can make informed decisions.

There is an easy way to do this. Everyday we use the same rehearsed speeches over and over again to educate our patients. A great way to create content is to write these canned speeches/answers down.

Taken one step further, you can also incorporate a Q & A section within your article. To do this, simply include the questions your patients typically ask and provide the answers.

For me, this content method has proved to be a great source of “value” not only for my practice, but also for my patients, prospective patients and their families. Writing down “answers” to my most frequently asked questions (e.g. How do you put the eye back in after surgery?) has been a huge resource for my “content” and provides tremendous value to my site.

If you regularly post to your website, your traffic will increase because search engines will increase your relative position on their search engine results page.

That is, you are providing timely, relevant, credible content that is aligned with the corresponding searches. This the crux of search engine optimization (SEO) and content marketing.

3 Tips to Create Great Content:

•write about what you know;
•don’t give advice; and
•don’t make a diagnosis

 

If you do this everybody wins.

Give Away Your Knowledge, Not Your Expertise

Critics are concerned that we are discounting our profession and ourselves by “giving away” what we know. We aren’t.

Our ability to combine our knowledge and experience to make a diagnosis and to recommend a treatment plan is the value we provide to our patients.

There is an inherent difference between educating and treating. By no means would I advocate treating or diagnosing on the Internet. By providing content we increase our value not only to our patients, but also to society.

Creating valuable content raises awareness of your medical practice, increases your profile, and provides valuable information to those are searching. Start writing today and see the difference it can make for your practice and, more importantly, your patients.

How do you generate content for your medical website? Please share your ideas in the comment section below.

BTW – We never remove the eye because we don’t know how to put it back!

 

To Your Growth And Success!

Randy

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

www.MedicalMarketingEnterprises.com

 

The 3 Rs of Great SEO

SEO Tips for Medical Office.  Medical Marketing Enterprises. LLCFollow these 3 basic rules to SEO (search engine optimization) to get your webpages to rank highly.

My “3 R’s” to great SEO:

  1. Relevant:  Your content must be relevant
  2. Refreshed:  Your site should be continuously refreshed with new “fresh” articles
  3. Regular:  You should publish at a regular rate

SEO (search engine optimization) is the process by which your great content, the articles written on your website, become indexed and then ranked by the search engines.

Relevant Content

Your content must be relevant to the reader.  Your future patients are surfing looking for an answer to a specific problem.  Your articles should be providing the answers, hence, your articles must be relevant.  Write articles on topics interesting to your readers.

Choosing a subject neither too broad nor too narrow can be tricky.  I started out writing articles on the most commonly asked questions I’d get in the office.

You’ve rehearsed this subject thousands of times (because you’ve told the same story patient after patient) and know it by heart.  Simply writing it down will be easy.

NOTE:  These types of articles are naturally interesting and informative.  I now refer patients to my website for “further explanation.”

Good SEO:  Use keywords in your article that will match the keywords used in the Google search.

Refreshed Website

Ever visit a stale website?  Will you ever go back?

Google ranks pages with fresh content higher than pages with stale content.  Google wants to provide the reader with the most relevant content and from a site with fresh, new content….just as you’d like.

NOTE:  I have a few tips on writing great blog posts.   For instance, write 1 topic per article.  Don’t feel compelled to write exhaustive reviews every time .  In this way, you’ll be less likely to suffer writer’s block and your articles will be more targeted.

Good SEO:   The search engine bots visit refreshed sites more often than those sites with older content.  If the bots find and index new content every visit…they’ll return that much sooner!

Regular Publications

It is better to publish your articles at a regular rate than all at once.

NOTE:  I personally try and publish the same day of the week, for the sake of my readership.  It’s easier for your readers to know your pattern…if you have one.

Good SEO:  Let’s say you have 10 articles.  From an SEO standpoint, it’s smarter to publish the articles once a week for 10 weeks, than all at once.

To Your Growth And Success!

Randy

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

www.MedicalMarketingEnterprises.com

 

Content Marketing and SEO

Every website owner (you) of every small business must understand 3 terms;  content marketing, SERP and SEO.  Not only is content marketing the ONLY way to get your website to market your practice, but it is the only way to achieve and maintain high rankings on a search results page (SERP).

Click ads and social media won’t do it either.

Just as winning a stock car race is a combination of the right components and maximizing performance, so too is getting your website to rank!

Websites Not Ranked on Theme

Too many practices make the mistake of paying to simply redesign a website.  While the fancy graphics and a modern look do help with your pages’ navigation and branding (and show you care to have a website!), they have no impact on ranking your site.   None.

Websites are ranked and evaluated solely on the content of the site.

Google Compares Webpages Based Upon Content

Google and other search engines evaluate your website based upon its content.  The content of your site is comprised of any file containing text (Word, .pdf, text files, Power Point, etc.).

Google reads, analyzes and then ranks every webpage in the world.  Using the content of your article, Google then compares and ranks it against similar articles yielding the results (SERP = search engine results page).

Your Internet marketing strategy is to get your webpages ranked as highly as possible to improve the likelihood of future patients finding your website.

No other method can get you high rankings.  Click through ads, social media campaigns and email blasts simply will draw attention to your website article, but unless the strategies of content marketing are employed, only the article itself will get you the high rankings you desire.

SEO (Search Engine Optimization)

The acronym SEO stands for Search Engine Optimization.  ”Optimization” is the process by which you define your article for the search engines.  Maximizing your SEO means that you are making the extra effort to ensure the search engines know exactly

For instance, two articles of identical content on different websites will rank differently based upon the “SEO” of each article.  The article where the SEO has been maximized will achieve the higher rankings and, therefore, will have higher marketing value than the SEO naive article.

Search Engine Optimization, therefore, only pertains to content marketing and its usefulness applies only to websites that provide content on their sites.  Search Engine Optimization, therefore, is a way of ranking comparable content (articles) from different sites.

SERP

The search engine results page (SERP) is the listing of “results” Google provides after you’ve “Googled” something.  The SERP pages are a listing of the most relevant articles that may answer your query, that is, the content of these articles is felt to be most relevant to your needs.

Your goal is to have your website’s pages rank highly on SERP for a variety of keywords, or subjects.

Using the methods of search engine optimization, Google (Bing and Yahoo) then compares similar articles and ranks them according to better SEO techniques.

Websites paying attention to SEO will fare much better (i.e. rank higher) than those that ignore SEO.

Race Car Analogy

I often use the analogy of a race car to help explain some of these terms.

Theme:  The theme of the your website is analagous to the paint job of your race car.  It makes it look nice, but has nothing to do with the actual speed of your car nor the ability to win a race.

Content:  The content of your site would be components of your racing vehicle.  The racing tires, the fuel injection system and the performance engine.

Search Engine Optimization:  The analogy here is the professional race car driver.  Using the best components, the driver uses her knowledge and experience to drive the car to maximize it’s performance.

SERP:  Basically the finish line.  While racers don’t always finish first, they do strive to finish as high as possible.  Using the effective content marketing and SEO, your webpages may not always place first, but you want them in the “Top 10,”

 

To Your Growth And Success!

Randy

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

www.MedicalMarketingEnterprises.com

 

 

The Anatomy of a SERP Page

Good medical SEO will get your pages ranked highly on SERP.

SERP stands for Search Engine Results Page.  There are 3 basic areas to a results page; the organic section and two are paid advertising.  Good content marketing, optimization or SEO (search engine optimization) is focused on getting your pages ranked highly in the “organic section” as opposed to the paid advertising areas.

I created this search engine results page using the following search terms:  Medical Marketing Enterprises.

SERP or search engine results page. Medical website SEO and website optimization.

 

A – Banner Advertising (PAID)

This section has the colored background and is always in the top left position.  These are “banner” ads and are paid advertising.   The keywords used and amount of competition will determine the price.  In general, these ads rotate and are related to specific search terms used to generate the search.

For instance, the 3 results in section A all paid Google to place these ads and are related to my search keywords “Medical Marketing Enterprises.”

C – “Adwords” PPC Advertising (PAID)

The section on the right are also paid advertising.  These are the famous Google “Adwords” PPC (pay-per-click) advertising whereby an advertiser pays Google to place these small 4 lined ads on the side of your SERP when you are searching for related terms.  See how they all “relate” to Medical Marketing?

You’ll see these ads pop up all over the place;  email, and other websites are common places.  Advertisers only pay Google when a serfer actually clicks on the ad (hence, “pay per click”).  For a medical practice, these PPC ads are very affordable, but do nothing to increase your page ranking.

B – Organic Search: The Target for Your SEO Goals

You want your pages to rank highly here.

This is the listing of true, legitimate search.  Pages listed here appear based on their relevance to the search terms used to create the search and are not paid advertising (such as the banner ads and Adwords).

Pages ranked here are the most relevant to your search terms, have the best SEO and pagerank.

It is in this area where we want your pages to rank in the “Top 10″ or “Above the Fold” (newspaper term used to connote the “most important).

The goal of every medical practice is to get their webpages ranked highly in the organic section.  Using content marketing strategies and good SEO, your pages will attract the most traffic due to the high visibility.  Content marketing (i.e. getting your pages ranked highly on the organic search) is the only way a practice can attain and maintain high SERP rankings.

Compared to the paid advertising, the organic search is free, and thus, has the best ROI (return on investment).  It is how my website increased my surgical volume over 30% last year….all through content marketing.

To Your Growth And Success!

Randy

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

www.MedicalMarketingEnterprises.com

 

 

Website Grows Practice 30%

My website on retinal diseases grew my surgical volume by 31% last year.

I have been in practice for 19 years and presently work for two separate ophthalmic groups.  Neither does any marketing.  Both have webpages that should be parked (the websites are stale and have been ignored and do not reflect positively on the groups).  Their websites do not rank well.

My websites are the only marketing tool I have.  The “non-retina” volume (e.g. cataract surgey) has remained “flat” at best for each group.

12,000 “uniques”

I attract over 12,000 visitors per 3o days (this is the standard metric by which website traffic can be measured, the number of unique visitors per 30 days) to my website about retinal disease.

Over 25,000 pages were viewed.  Most visitors read about 2.5 articles and spend about almost 1.5 minutes “looking.”

82% are new visitors.

Most of my readers are from the U.S.

International and Interstate Patients

In the last year, however, I have had several international patients and several dozen patients traveling interstate.  Most come for surgery.

Local Patients

The growth of my retina sub-specialty practice is not due to the numbers of international nor interstate patients I attract.  Those numbers are relatively lean, but they do grab your attention.

In fact, the core of my growth is due to the tremendous local exposure my website generates.  I rank higher on SERP, and more often, when patients are performing a search for a retinal specialist than any of my competitors.

I own my local zip codes.

I have become my own, single largest referral source.  Patients come from two major sources.

Self-referrals are the obvious source.  As 90% of Americans first turn to the Internet when looking for answers to their health, many patients simply self-refer themselves.

The second way my practice grows is related to my referrral base.  Word of mouth from patients and referals from other doctors no LONGER are sufficient for patients to call and make an appointment.   Word of mouth and doctor ‘referals’ serve only as suggestions. 

I need to be validated on the web before a call is made to make an appointment.

This is the mechanism by which my web presence has helped boost my practice the most.  A suggestion is made to see me, and I am validated vis-a-vis my web presence.

Not Social Media Either

I do use Facebook, LinkedIn and Twitter.  I use them primarily to reach out to the few who “follow” me on these platforms.  My analytics are respectable, not due to traditional social media, but due to the efforts of content marketing.

Content Marketing is the Best for Medicine

Content marketing and optimizing your SEO (search engine optimization) is the only way a medical practice can achieve and also maintain high rankings.  Creating value on your website by providing useful, relevant health information is the key to getting your website ranked highly on SERP and attracting new patients.

While Facebook’s marketing utility is indeed growing, without a good website, you can’t develop a Facebook marketing strategy.  While this may not be true in other industries, Facebook, Twitter and LinkedIn should be used to draw attention to your website.

Content marketing provides value to the patients looking for answers to their health questions.  Google and the other search engines rank websites based upon relevance….i.e., the quality of the content on your site.

Good relevant content turns into high rankings.  High rankings become patients….eventually.

(I’ll be writing next about the different stages of a website and how traffic can turn into….patients.)

 

Have a great President’s Day Weekend!

To the Growth of You and Your Practice!

Randall V. Wong, M.D.
www.MedicalMarketingEnterprises.com

 

 

 

 

 

Google “Down” on the Farms

Content Farms, Google searchGoogle recently announced that web sites using manufactured content from so-called “content farms” will receive lower rankings based upon the fact that such content is usually of poor quality and low relevance. This is a further move to limit and penalize sites that use duplicate content.

Poor Quality = Low Relevance

As the importance of content marketing, aka SEO marketing, continues to increase, the use of duplicate content has sky-rocketed over the past couple of years. The new algorithms were announced last week by Google and may immediately impact as much as 12% percent of web pages.

At issue is the quality of articles.  Google bases its algorithms on the quality of content relative to the user’s search query.  That is, Google rewards web pages with great content.

Articles, or content, generated by content farms are written to meet the requirements of the automated search engines.  Authors are instructed to generate articles using specific words and phrases.

As a result, articles often lack any nuance, may be off target and use portions of text found in other articles.  The rather poor quality lacks in relevance, is poorly written and is copied.

Google now depresses such sites in the rankings.

What Does This Mean?

This is an excellent opportunity to re-evaluate your need to follow through with improving your web page rankings using medical SEO.

Google has long been intolerant of “duplicate content” (aka plagiarism), but this new stance takes their commitment to relevance to a higher level.

Google also makes it more difficult for “games” or “gimmicks” to be used to achieve high rankings for web pages.  In fact, this new algorithm paves the way for unique, fresh high quality content to rise to the top.

In other words, only the articles written and directed for a particular audience will survive the new bot regimens.  Your articles, written for your patients, will continue to escalate your web sites’ rankings