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How to Make Your Readers Read

May 24, 2022 by Randall Wong, M.D.

Your readers do not naturally want to read every word you write. You must format your articles, or posts, in such a way that your readers want to read the entire article and not…click away. Grabbing the attention of your readers AND maximizing your SEO is easy!

Readers vs. Skimmers

There are those that read and those that “look” or skim.

Readers are those that start from the top of a page and read every word from top to bottom and from beginning to end. I personally can’t do that.

I love to skim the entire page in search of clues as to where to read and what to read. I don’t want have to read an entire article. I’ll read highlighted areas, captions, headings and subheadings.

Great copywriting will satisfy both types of visitors, both the readers and the skimmers.

Reading Behavior

Most readers scan in the following manner;

1. Headline: Read from left to right

2. Vertical Scan: Scan down the page looking for subheaders

3. Read the first line of the opening paragraph

Headline

While careers are made developing catchy headlines, grab their attention by giving them a clue about your awesome content. Remember: readers on the Internet are looking for answers, your headline should grab their attention by quickly telling them what lies within your article.

Sub Headers

Sub headers have three functions. It quickly clues in the reader about points you will be making urging the reader to continue!

Sub headers are also indexed (as is the title/header) by the search engines to improve your SEO. While it is true that the search engines catalog every text file and .pdf on the Internet, headers and subheaders receive slightly higher priority than text for SEO purposes.

Sub headers also physically break up what can be a long ominous looking paragraph into sizeable “chunks” of reading!

Bullets and Lists

Bullets and lists can not be overemphasized. The eye naturally gravitates to bulleted lists. Make the list about 3-5 items long. In this way your point is quickly made. It is a simple tool to motivate your reader to continue reading.

Short “Paragraphs”

Avoid long sentences and lengthy paragraphs. Sometimes you can’t avoid a long sentence, and I’d suggest curtailing any paragraph to 3-4 “lines.” So too, with the paragraph, keep them brief and no more than 3 sentences or so.

Smaller blocks of text are easier to read, give the feeling of brevity and speed to the reader.

Remember, you’ve spent a lot of time on your copywriting. You’ve written some powerful articles. Make sure that you give your readers every opportunity to read your content!

Filed Under: Uncategorized

AAO 2019 Presentations

October 28, 2019 by Randall Wong, M.D.

If you attended AAO 2019 in San Francisco, these are ALL the  different lectures we presented this year.  Please share/download these embedded presentations.  They have been uploaded to SlideShare.net.

Thanks for following and all the best.

To your marketing success,

Randy

Saturday, October 12, 2019 – SPE 34

Ramp up Your Digital Marketing Plan | Internet Marketing for Healthcare from Randall Wong, M.D.


 

Saturday, October 12, 2019, Technology Pavilion

Online Privacy Regulations | What You Need to Know from Randall Wong, M.D.


 

Monday, October 14, 2019 | Senior Technology Symposium, West 3020

Protect Your Privacy Online | Surf Safely from Randall Wong, M.D.


 

Monday, October 14, 2019 | Technology Pavilion

Top 10 Tips for Creating a Great Website from Randall Wong, M.D.


 

Monday, October 14, 2019 | Technology Pavilion

Your Online Reputation | Where is it and How to Respond from Randall Wong, M.D.


 

Filed Under: AAO Tagged With: AAO 2019, Aggregator, Grant Wong, Healthcare Marketing, Wong

Two Factor Authentication | Why You Need it

March 31, 2019 by Randall Wong, M.D.

2FA | Two Factor Authenticaton | Medical and Healthcare Internet Marketing

Two factor authentication is NOT a marketing tool, but is a security tool.  Two factor authentication (2FA) insures your identity any time you sign in to an account requiring a password.  In essence, 2FA is a form of password protection.

Two factor authentication keeps hackers and intruders out of your digital accounts by adding a second step to the login process.  In addition to providing a password, 2FA requires a second proof of identity.

There are 3 forms of authentication (proof of identity):

  • Something you know
  • Something you have
  • Something you are

By requiring 2 of the 3 forms of identity, breaking into your email, website, social media accounts becomes virtually impossible, when compared to a 1 step process such as requiring only a password.

Passwords

Passwords are an example of something you know.  Passwords, however, can be easily stolen through either:

  • Keylogger - a form of malware which monitors every keyboard stroke you make
  • Brute Force - hackers use programs to figure out your passwords by trial and error
  • Shoulder Surfing - watching your screen "over your shoulder" as you type on your computer or ATM
  • Corporate Security Breaches
  • User Negligence - many of us use the same password over and over again.  The password of one account is stolen and thieves now have access to your other accounts because all your passwords are the same or closely related

With the addition of a second step requiring additional information, however, passwords are not necessarily obsolete.

Something You Have

The keychain fob, like a cell phone, is unique to the user (everyone has their own FOB or cell phone).  This is an example of "something you have."  Before the popularity of cell phones, keychain fobs would be issued for additional online security.  In addition to a password, the user had to identify themselves by entering a randomly generated passcode which changed every few seconds.  The passcode was proof that the fob was in the user's possession.

Instead of fobs, text messages sent to the users cell phone are commonly used as method of employing "something you have."  There are now apps for the cell phone which function as authenticators.

Something You Are

Fingerprints, retina scans, iris images, facial recognition, DNA and voice are all forms of biometric information used to prove identity.  Biometric information is "something you are" and is unique to each individual.

Examples of this type of authentication are Touch ID and Face ID used by Apple on iPhones where users unlock their personal phones with use of their fingerprint or image of their face.

A disadvantage of using biometric information, however, is that it can not be changed if lost or stolen.

Use two factor authentication (2FA) to safeguard your website and other digital platforms requiring login information.  2FA is becoming very popular due to it's simplicity, ubiquity of cell phones and its' efficacy.

Password managers can help you avoid the pitfall of using the same or similar passwords for all your sites.  I personally use one to keep track of the hundreds of personal and customer accounts...by just remembering one unique password!

Thanks for following and reading.  You may also:

A.  Follow us on "RussandRandy" on iTunes (our podcast on medical and healthcare Internet marketing) featured on Libsyn, Stitcher, iTunes, ReachMD.com and others.
B.  Visit RussandRandy.com - the website associated with the podcast.
C.  Be on the lookout for upcoming webinars (New!!!).

To Your Success,

Randy

Filed Under: Do it Yourself, Online Security, Website Tagged With: 2FA, Password, Security

5 Easy Steps to Optimize YouTube Video

February 26, 2019 by Randall Wong, M.D.

Optimizing Your YouTube Videos | Healthcare and Medical Internet Marketing

Your YouTube videos can be optimized.  Optimization allows YouTube to rank them well.  Well ranked videos get more views.  Simple formula.

Last post we talked about making the videos attractive and viewable.  Optimum length and branding with an Intro and Outro.

Today we are going to go over the 5 simple parts of optimizing a video on YouTube:

  1. File Name
  2. Video Title
  3. Description
  4. Thumbnails
  5. Tags

The process of optimization begins just after you've completed the video but before you've uploaded your video file to YouTube.

Optimize the File Name

Before you upload your video file to your YouTube channel (aka YouTube account), rename the file using keywords.   For example, if I want to upload a video of retina surgery and optimize the file name, I might rename the file "RetinaSurgery.mp4" (or whatever filet ype you choose, e.g. .mov, etc.)

This is additional information YouTube can index for ranking purposes.

Now upload the file from your computer to YouTube.

Title of the Video

Once uploaded, you want to "edit" the YouTube, by adding additional information about your video.  Navigate to the "Info & Settings" tab.

The first space underneath your video is where you can edit your title.  Choose a combination of keywords, secondary keywords and intent modifiers.

Keywords and secondary keywords are the words or topics for which you would like to rank.  Intent modifiers are words that relate to specific intent:  how to, where to, best of, etc.  Though these are really generated on the user end, "How to fix a retinal detachment," using these same modifiers in your title will increase SEO because the intent modifiers AND keywords match.

Create a title for your video using a combination of keywords, secondary keywords and intent modifiers.

Write the Description

The description of the video allows you to associate text with your video.  Use 200-300 words to describe and summarize the video.  Use your keywords in the description to tell YouTube what your video is about (the description is read by both viewer, but indexed by YouTube).  The description is akin to writing an article for your blog/web site.  In addition to the text, add URLs of your web site and links to other videos on your channel.  You'll likely have to type out the URL as you can't add hyperlinks in the description area.

Make sure to include your name, specialty, company/hospital name and some contact information.

Thumbnails

A thumbnail is a tiny picture.  YouTube shows thumbnails when listing and suggesting videos to watch.  The thumbnail and the title of the video visually draw attention to your video allowing the viewer to decide if the video should be clicked.  Just as when selecting a "featured image" for your web site post, the thumbnail should be representative of the content of the video.  YouTube creates thumbnails for you or you may create your own and upload yourself.  Customized thumbnails can include a relevant image along a text large enough to read quickly.

Tags

These are added after the description.  Include keywords, secondary keywords, phrases (surgery for retinal detachment), your name, company, hospital, brand etc.

By following these five steps you've now done your best to optimize your YouTube videos.

Go ahead and hit "Publish."

Congratulations.

 

 

Thanks for following and reading.  You may also:

A.  Follow us on "RussandRandy" on iTunes (our podcast on medical and healthcare Internet marketing) featured on Libsyn, Stitcher, iTunes, ReachMD.com and others.
B.  Visit RussandRandy.com - the website associated with the podcast.
C.  Be on the lookout for upcoming webinars (New!!!).

To Your Success,

Randy

Filed Under: Marketing, SEO, Video Tagged With: Optimization, SEO, video, YouTube

Boost Your YouTube Rankings and Views

February 20, 2019 by Randall Wong, M.D.

Boosting YouTube Rankings and Views

YouTube ranks videos based upon SEO (more in another post) and views.  This article is going to focus on ways to improve the total views of your videos to improve your rankings with YouTube.

My clinical YouTube channel just broke 1,ooo,ooo views.  Here are some of the tips on how my videos became so popular.

As Google ranks web pages, YouTube ranks video.  Traditional SEO is tougher to employ with video, but it doesn't mean that ranking video is more difficult than improving the SEO of a web page.  Well ranking videos on YouTube have increased views and SEO.

In short, just as popular movies are characterized by box-office ticket sales, YouTube videos are valued by "views."

3 Parts to Your Video

There are 3 basic parts to a video:

  1. The Intro
  2. Body
  3. The Outro

The Video Intro

The Intro, aka the introduction, is at the start.  The video Intro starts the process of brand recognition for your video.  Keep your Intro short.  The Intro for most of my videos is about 10 seconds.  I use some moving graphics mixed with my logo to get your attention, but more importantly to signal to my viewers that these are "my" videos.   I also use audio to build on this recognition (akin to a "jingle.")

The Intro allows your viewers to quickly recognize your brand.

The Body

While this varies in length, do your best to keep the video length to about 10 minutes.  There are two reasons for keeping the length of your video short and sweet:

  1. Long videos may bore your viewer
  2. Long videos may not be watched completely

If your video can not be edited to 10 minutes or shorter, than consider breaking up your video into several parts.  Create a series:  Part 1, Part 2, etc.

There is SEO value to keeping the videos short.  YouTube keeps track of completed views, that is, instances where the viewer has watched the entire video.  Short videos are more likely to be watched until the end compared to longer vids.

The Outro

At the end, simply rerun the Intro, but add a CTA (call to action).  In addition to running the same snippet for brand purposes, add your contact information.  Your CTA is to "contact us" (hopefully to make an appointment).

Thanks for following and reading.  You may also:

A.  Follow us on "RussandRandy" on iTunes (our podcast on medical and healthcare Internet marketing) featured on Libsyn, Stitcher, iTunes, ReachMD.com and others.
B.  Visit RussandRandy.com - the website associated with the podcast.
C.  Be on the lookout for upcoming webinars (New!!!).

To Your Success,

Randy

Filed Under: Branding, Video Tagged With: SEO, video, Views, YouTube

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Website Not Ranking?

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Want to ReDesign Your Site? Think Again!

A fresh new look might seem like a practice builder, but how are you going to improve your website performance?

Social Media Confusing?

Do you really need social media? It may not be the right time to consider social media, or, it may not be right for your practice...but it can be a powerful tool.
_____________________________________

Randall Wong, M.D., Allergan, Allergan Access, Ophthalmology, Social Media and Medicine

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