Medical Marketing Enterprises, L.L.C.

Website Optimization, SEO, Reputation Management for Medical Practices

AAO 2017 Presentations | Randall Wong

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Randall Wong | AAO 2017These are the 4 presentations given at the American Academy of Ophthalmology 2017 in New Orleans.  These have been uploaded to Slideshare.net and have been embedded here.

As always, thanks for following and for your support.

All the best,

Randy

randall.v.wong@gmail.com

Managing Your Online Reputation,
Technology Pavilion | 11.11.17, 9:30 AM

 

Marketing 101 | Kickstart Your Website, Social Media and Blogging

11.11.17, 1-4 PM, SPE06

 

Add Life to Your Website | Alternative Types of Content to Market Your Practice

11.12.17 TECHNOLOGY PAVILION | 11:30 AM

 

Live Website Analysis | Critique Your Own Site

11/13/2017, 4:30 PM | SPE 475

Guest Blogging to Increase SEO and Backlinks

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Guest blogging builds SEO and backlinksShare your knowledge on other websites.  This can result in increased website traffic to your own site and improve your SEO.  By contributing content to other websites, you expose yourself to a new and different audience and get better website rankings.

Guest blogging, HARO and participating on community forums are just three examples, but there are more.  The basic message is that you might consider sharing your expertise on OTHER websites and make sure your contributions are cited in the form of hyperlinks back to your own site.  These hyperlinks are called “backlinks.”

Quality backlinks can significantly improve your SEO.

Help A Reporter – HARO

This is a database where JOURNALISTS find reliable SOURCES when researching an article or story.  Journalists post queries looking for expert SOURCES who belong to the site.  Health providers (you) function as a SOURCE.

HARO sends out 3 daily emails of journalists looking for Sources.  If interested, you will respond via email, thus connecting you with the journalist.

Usually a short interview is conducted via email or phone.  If your content is used in the final story, your contribution should be cited.  You gain exposure to a new audience.  Ideally, you will also get a link to your website.

The HARO website is www.HelpAReporter.com.

Guest Blogging

As a “guest” you will write an article for someone else’s website.  Ideally, you will write an article on a related website, i.e. health related website, on a topic of which you are an authority.

The article will be written exactly as if you were writing on your own site, but with the exception it will be published on a foreign website.  In return for creating content for the host, you, the guest, should insert 2-3 hyperlinks (backlinks) to your own site.

Again, this gives you exposure to a new community AND, through backlinks, improves your SEO.

Forums, Chat Rooms and Bulletin Boards

There are many forums, chat rooms and bulletin boards where patients share information about health concerns or ailments they have in common.

As a healthcare authority, you may choose to join in their conversations to educate this community to share your knowledge and educate this new audience.

As with the other examples, this will expose you to a new community and give you the opportunity to build backlinks.

All the best,

Randy

Juggling Multiple Social Media Accounts

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How to Easily Manage Multiple Social Media Accounts | Randall Wong | Medical MarketingKeeping your website and social media up to date can be a real time crunch.  Here are a few ways to do it easily and efficiently.

Do you know you are able to auto post directly from your website to many of your social media accounts?  There are plugins which can allow you to auto post via the RSS feed of your site.

Consider, too, a social media dashboard such as Hootsuite, a platform that keeps all your social media platforms organized and open in one window.

Auto Posting From Your Website

If you have a social media account, there is likely a WordPress plugin allowing you to auto post from your WordPress site to the social media account of your choice.

Every time you publish a new post or article from your website, it automatically posts to your social media account!  It’s an easy way to keep your website, and your social media account up to date!  You can even “customize” the post after the RSS has been received.

For example, this plugin allows you to auto post to your Facebook account or page as soon as you hit the publish button on your website!

Facebook Auto Post WordPress Plugin – AccessPress Facebook Auto Post

And here’s a similar plugin for LinkedIn.

LinkedIn Auto Publish

Hootsuite | Manage Everything in Same Window

It’s difficult to manage multiple social media accounts, but Hootsuite allows you to manage multiple accounts with same dashboard and with a single browser window!  Logging in separately to each individual account becomes obsolete.

Login to your Hootsuite account and you have instant access to ALL your social media accounts.  You can manage posting efficiently and effectively.

If nothing else, platforms such as Hootsuite reduce the drudgery of logging in separately to each and every account you maintain.   With a single login, you have access to all your accounts (and only one password to remember, too!).

Hootsuite offers some awesome upgrades, such as the ability to add polls or quizzes to your posts.   This is a great way to engage your audience.

All the best,

Randy

Google Ranks Web Page, Not Websites |

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Google Ranks Web Pages Not Websites | Healthcare and Medical Internet MarketingSearch engines rank individual web pages wherever and whenever possible.  This means each of your web pages might rank well for a particular keyword given the assumption you’ve paid attention to SEO.

Understanding that search engines rank individual web pages focused on keywords will help you avoid a common SEO blunder.

Each of your providers should have their own “About” page, and here’s why.

Keywords

Keywords are pretty tricky to understand, but for our purposes are synonymous with topic or subject.  Each or your articles must be focused around 1 (or possibly 2) keyword or topic.

The topic of your article should be the keyword for which you want to rank.

Best practices dictate that the keyword should appear in certain locations of your article:  the title, subheaders and comprise no more than 2.5% of the total words of the page.

YOAST SEO Plugin

This is the probably the best SEO plugin around.  The free version is terrific and I have been using it for years after letting go of a paid optimization service.

YOAST will walk you through the process of optimizing each of your articles so that you may maximize your opportunity for high rankings.

The About Page(s)

Each of your providers should have a separate “About” page.  Cramming all providers onto the same page gives you only one page to rank for the services your provide.

Chances are that your providers each specialize in one facet of your practice.  This should be your keyword.  For instance, as a retina specialist, my about page should be focused on the keyword “retina specialist.” (Admittedly, it’s two words, but one keyphrase.)

If all your specialists are grouped on the same page, it becomes very difficult for that one page to rank any specialty. A single webpage can realistically rank well for only one or two keywords.

By creating separate pages, you now have multiple opportunities to rank!

 

Paid Advertising

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Paid Search to Grow Your Medical PracticeThere are several ways  to generate traffic to your website.  The best source of traffic is free.  The best source of traffic is organic traffic.

Organic traffic is the result of  the patience and hard work you have put in to generate rankings through content marketing and search engine optimization (SEO).

Paid traffic on the other hand may some merit, especially if your website is up and running and you are already generating your organic traffic.

SERP | Search Engine Results Page Paid Search
SERP – Search Engine Results Page

There are three types of paid traffic:

  • Pay per click
  • YouTube (video)
  • FaceBook

Pay Per Click

The image shows a typical search engine results page (SERP).   A SERP is generated when using particular keywords to generate a search.

Organic search are the webpages which appear in area C and are the result of content marketing and search engine optimization (SEO).  Results in area C are the most credible and trusted.

Pay per click advertising includes clickthrough ads (area B) and banner ads (area A).  There is no difference between ads in A or B except the price paid by the advertiser (i.e. you).

Paid ads appear based upon the original keywords used to generate this particular search.  The advertiser chooses the keywords for which the ads should be displayed.

YouTube

Using similar techniques, YouTube presents video ads to the viewer based upon the keyword used to find video content and based upon the subject of viewed videos.

Pay per click and YouTube ads use very similar methods of presenting ads.

Facebook Advertising

Facebook boosts may provide the best method for “laser targeting” an audience, that is, your ability to display your ads based upon your exact criteria (age, zip code, preferences, etc.).  Facebook uses a combination of demographic information, behaviors (what you and your contacts do on FB) and contact information (your friends) to give the best targeted attention compared to other platforms.

In short, Facebook advertising gives you better methods to target your audience.

Paid Advertising vs. Organic Search

Without out a doubt, consider paid advertising, or paid search, only after your website is already generating organic traffic (you are writing articles and using SEO).  Also, paid advertising may be better for advertising goods compared to services.

 

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