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.


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;

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

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!


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

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!


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


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!


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


Using Titles and Subtitles

Choosing effective titles and subtitles make your articles interesting and easy to read for your readers, but did you know that creating titles (headings) and subtitles (subheadings) correctly is also a powerful way to optimize the SEO for your articles?

Well written and SEO optimized articles get the highest rankings, as your copy-write will appeal to both readers and the search engines.

People Read Titles, Bots Read Header Tags

Essentially, titles and headings are synonymous.

Text Title:  “Using Titles and Subtitles…”

Same Title with Tags: <h2>”Using Titles and Subtitles</h2>

Titles are what we write.  Titles get marked/coded for the search engines to understand.  This translation takes place automatically as you are writing in WordPress and most other CMS or HTML generators.

Headings are simply the text title marked by code called header tags.  There are technically 6 header tags.  We only care about H1 and H2 tags.  3-6 are not very practicle to use.

H1 is the title and is the most important SEO element of your article.  This is the same as the title of your article.  Subtitles are designated as H2 tags and are the second most important SEO value in your article.

Use a Keyword in the Title

Your title, and therefore your header (H1) should contain your keyword.  Your keyword is basically the main subject of the blog post.  For instance, if I am writing an article about bicycles, my title should contain the keyword bicycles.

“Why I love Bicylces” is much better than “Why I Love My New Gift.”

In this case, the computer will look for text bracketed by the H1 tags.  The H1 tag, or title tag, alerts the bots that this article is about bicycles.   Google will then index my article under “bicycles.”

Choosing Subtitles

It’s a great idea to break up your post into different sections.  Each section should have a subtitle.  Use either the same keyword or phrases in the subtitle that relate to the title!

This is not always easy, but let’s try these subheadings for our imaginary article on bicycles;

  • “Bicycles Last Forever”
  • “Environmentally Friendly Transportation”
  • “Low Cost Commuting”

These might be poorer choices because they say nothing inherent about bicycles.  While they may have nuances about bicycles, computers don’t understand nuances (neither does a reader skimming vertically through your article);

  • “It’s the Best Value for the Money!”
  • “Saves the Planet”
  • “Easy on the Wallet!”
By the way, my subtitles are not just a larger font, they are indeed enlarged, but they are also tagged with the  H2 tag.  As I write, I highlight the subtitle and change to “heading 2” in WordPress.  Your own program will have a similar function to code your subtitles.

Where to Place the H1 and H2 Tags?

Translating to HTML tags is done automatically by most programs as we write.

Depending upon the program, you may need to manually install the H1 information, that is, you may need to type the actual title you want used as the Title.

Too many websites and too many webpages are missing Titles!

Make sure each and every article has a title!

Where to Check the HTML?

Right click your mouse on any webpage and choose “view source.”  This is the HTML.  This is the version of your article the search engines read and understand!

You may also try a free analytics program, such as to search your site for a title.

To Your Growth And Success!


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




Starting to Understand SEO, Include a Title with Every Article

There are two versions of every article I write.  One version is written in English for you, my readers.  A second version is generated (automatically) for the computers and is written in a computer language called HTML.

Search engine optimization is the process of fine-tuning the HTML version so the search engines may easily index and rank your webpage.  “Optimizing” this process gets your pages ranked as high as possible.  The result is high rankings for your webpage.

Where is the HTML?

Every page you read on the Internet has an HTML version.  Right click on a page and choose “view page source.”  This is the computer coded version of the article you are reading.  These are the instructions for your computer and web-browser to generate all the visible and audible parts of your webpage.

Within the HTML lies the information needed to index your webpage with the search engines.  The process of completing or “optimizing” this information is called SEO (search engine optimization).

You Don’t Know HTML?

Almost all website programs (aka HTML generators), blogging software (aka content management systems) and word processors automatically generate an HTML version of your webpage, blog post or simple text document.  You don’t need to do it.

Most successful bloggers do not know HTML.  You don’t either.

Fortunatley, converting your text to HTML is standare.  In fact, there’s no variation between systems and is very uniform regardless of the system you are using.

Header (Title), Subheader, Keywords, Meta Tags and Anchor Text

Completing all the necessary elements for the SEO; however, varies greatly.  The method to complete the basic SEO elements such as;

  • the header (telling the bots what your article is about),
  • sub-headers (phrases that augment the header),
  • keywords (main subject of the article, should be one or two words only),
  • meta tags (additional descriptors) and
  • anchor text (a hyperlink using descriptive words),

all differ from system to sytem.  Most systems require you to manually complete these items (there are special boxes to fill in for every article…usually) to allow insertion into the HTML.

In many cases, the authors ignore the SEO and the search engine is left to it’s own devices to figure out the most important elements of your work to index and rank.

What Can You Do?

1.  Don’t ignore the SEO.  It’s the key to content marketing and the only way to get your webpage ranked highly.

2.  Install SEO Plugins on your WordPress site.  These plugins will help you easily complete the necessary SEO fields to get you started to optimize your own articles.  Highly reputable plugins include;

3.  Make sure each of your articles has a correct title, keywords and meta tags.  While the use of keywords and meta tags is no longer used by Google, it is a helpful exercise to start using these descriptors to index your article on your own.  Other search engines may still index your site using these criteria.

To Your Growth And Success!


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