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ESSENTIAL SEO TOOLS FORYOUR WEBSITE
Randall V. Wong, M.D.AAO 2015 | Las Vegas | AAOE 65212:45 PM – 3:00 PM | November 17
Financial Disclosure
• I have the following financial interests or relationships to disclose:• Co-Founder:
• Medical Marketing Enterprises, LLC
Randall Wong, M.D.• Ophthalmologist (Retina Specialist)• Online Marketing
• Medical Marketing Enterprises, LLC• Website Rankings• SEO and Social Media• Reputation
• Father of Five (Combined)• Duncan Donuts Coffee • Tennis not Golf
What is Optimization?• Search Engine Optimization (SEO)• The process of translating the content of your web page
to a format easily understood by search engines (Google, Bing, Yahoo)
• SEO only applies to websites with content. • SEO only applies to content marketing.• SEO is fundamental to anyone marketing a service or
sales.• Optimization allows your webpage to get ranked so it
may serve as a marketing tool!
Tools for Optimization• Gmail Account
• Analytics• Webmasters Tools• Feedburner• Adwords• Adsense
• Social Pages• Content Optimizer
• Sitemap & Title • DMOZ.org• Robots.txt• Length of Ownership• Download• Mobile
Analytics• Demographic information• Learn what your readers like• Expected component of your website• Absence has negative impact on SEO
Webmasters Tools• Google Product• Submit website/sitemap to Google• Ensures valid internal links• Check for internal errors
• Short Click Through Ads• Banner Ads• “Keyword Tool”
Adsense• Little SEO use
• Ads relevant to your content placed on your website
• Website owner gets paid anytime user clicks from your website
• Revenue source for website owner
Off-Page SEO• Facebook?• Google Plus (aka Google Places)• Angie’s List, YELP• Other Aggregator Sites (Healthgrades)• Local Search
Not really a tool per se, but links from these sites can improve your rankings/SEO and then your local search SEO.
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Website of Randall V. Wong, M.D.Vs.
Board Certified Ophthalmologist, Fairfax
Sitemap.xml• Expected Component of Your Website• Allows search engines to more intelligently crawl your site• List of pages in your website• Ensures reading and indexing• Provides important metadata• Negative Impact on SEO if absent
Sitemap is an expected component ensuring that the search engines have indexed ALL pages of your site.
Robots.txt• This is a listing of pages that need not be indexed• Tells search engines bots what not to read• Expected file • Absence negatively impacts rankings
DMOZ.org• List your site on the Open Directory• Manually edited• Increased metadata about your site
Domain Ownership• Recommend buying/extending ownership 5-7 years• Websites less than a year or owned for less than a year
are not trusted• “Trusted” sites rank well• By default, your URL is “blackhat”
Mobile Responsive and Download• Optimized for mobile• Mobile responsive sites are now part of SEO algorithm
• Download speed• Slow sites won’t rank well
Content• SEO also applies to the content of your website• Content is the most important component of your site that
must be optimized• Content is king!• Content optimization programs
Optimization Programs• Scribe – subscription based, scribecontent.com
• Wordpress• Drupal• Word
• Yoast - yoast.com• Wordpress and Drupal• Free and Paid
• All in One SEO Pack – semperplugins.com• Wordpress Plug• Free and Paid
The bulk of SEO is to optimize your content. Learning to optimize your content without tools like these will be confusing and depressing.
Factors Increasing SEO• Content• Title Tag• Inbound Links
• Perceived authority• Outbound links• Download speed• Analytics, Sitemap• Age of Domain• Keyword Tool• Social Media Pages
SEO WebsitesSEOquake – seoquake.com
• Free Plugin for browsers• Analysis of Website/Diagnosis• PageRank• Keyword Rankings
Alexa.com• Alexa Rank• Web-based analytics• Website comparisons
SEO• SEO relates to Content Marketing• Content Marketing is the Only way to achieve Rankings• Rankings Allows Marketing• Relationships• Growing Your Practice
AAO 2015 | My ScheduleI’ll be teaching several courses and will also be speaking at the Technology Pavilion
Saturday | November 14, 2015
9:30 – 10:30 AM | Tech Pav (TECH01)“Optimizing Your Office Web Presence”
1-4 PM | SPE07Use Blogging and Social Networking to Super Charge Website”
Sunday | November 15, 2015
9:30 – 10:30 AM | Tech Pav (TECH08)“Managing Your Online Reputation”
2:30 PM – 3:00 PM | Tech Pav (TECH13)“Help! My Patients Can’t Find Me”
3:15 PM -4:15 PM | AAOE 256“Live Website Analysis: Critique Your Own Website”
Schedule Cont’dMonday | November 16, 2015
10:45 AM – 11:15 AM | Tech Pav (TECH16)“A Crash Course in SEO”
Tuesday | November 17, 2015
12:45 PM – 3:00 PM | AAOE 652“Essential Search Engine Optimization Tools for Your Website”
