Beginner’s Guide: SEO For Biotech Companies

Biotech forms an essential part of the life science industry. Marketing the efforts, products, and services of biotech companies in the most effective way through modern digital means has become vital for their survival and growth. Therefore, every life science marketing campaign must have a digital parallel.

In short, every biotech company must adhere to the means and principles of digital marketing to reach out to its ideal audiences, increase awareness and engagement, and promote its products and services.

With Biotechnology and medical sciences getting evolved on a daily basis, it is no wonder that its digital marketing strategies also need a constant boost.

Within the digital arena of the life sciences industry, comes the term SEO or Search Engine Optimization. In this article, we will discuss SEO for biotech companies, its relevance and importance, and its different types. If you are engaged in the life sciences industry and want to reap the benefits of digital marketing efforts for your company, then you must not skip this.

SEO for BioTech Companies – Simplified.

As a biotechnology company, your life science marketing efforts in the digital space start by positioning your website in a way that makes it easy for people to find you online.

Here is where SEO or Search Engine Optimization comes into the picture.

Simply speaking, when an internet user searches for a product or service on any search engine like Google, Bing, Yahoo, etc., the search engine results pages (SERPs) will show a list of various websites and web links related to the user’s search query.

Now, imagine if the user is searching for any product or service that is relevant or related to the product or service that your company is offering. Ideally, Google or any other search engine should pick up your website and put it at the top of the list on the search engine results page.

However, It is often not the case.

And, the reasons vary – often because of faulty web designs, unoptimized web pages, improper web architecture, poor navigation experience, slow loading speeds, etc.

This is where your biotechnology company’s website should embrace modern SEO tactics to make it search-friendly to let the search engines, as well as the users, find the website easily.

A search-optimized website generates traffic organically, and targets and attracts more visitors. It results in more chances of sales conversions, higher ROI, and business growth. Thus, it is a vital tool for making your life science marketing campaigns a success.

Components of SEO

To rank your website high on the search results, it takes a systematic approach to SEO. Let us dive deeper into the various components of Search Engine Optimization that make a website search friendly.

On-Page SEO

A website’s digital life depends on its web pages. Each page on the website acts as a brick of the whole building.

The term on-page SEO or on-page optimization means, the process of optimizing, structuring, or organizing each of the web page elements in a way that makes the website search friendly.

Since, as a biotechnology entrepreneur, building a website is in your hands, any optimization activity carried on within your website’s pages is known as On-page SEO. It is an internal activity and can be directly controlled.

It includes every measure undertaken within the website to enhance its searchability, search-friendliness, and overall website positioning in the search results.

A website’s on-page optimization activity may include optimizing the website’s contents including its meta-descriptions, URL links, title and header tags, image captions, tags, descriptions, etc.

It helps the search engine understand the website’s core intention, the design, and structure of the website’s pages, the key message of the website’s content, etc. So, the next time a user searches for a similar product or service, it will bring forth your website in the search results.

Off-Page SEO

Unlike on-page optimization, off-the-page SEO refers to adopting and implementing optimization strategies outside of your website to enhance its search results rankings.

Off-page SEO activities are external to the website, i.e., they happen outside of the website. But, all those activities are aimed to let the search engines know that your website is trustworthy, authoritative, and reliable.

Off-page SEO activities may include link-building and back-linking, social bookmarking, mentions on other sites, etc.

Off-the-page optimization tactics are a very effective tool and therefore an essential part of your website’s overall optimization strategy.

Technical SEO

When you enhance and optimize your website’s technical aspects, it is known as technical SEO or optimization.

It includes technical changes, tweaks, or activities such as –

• Improving the loading speed

• Revamping the website architecture – defining, categorizing, and structuring the web contents

• Smoothening the navigation of web pages within the website’s different categories and sections, etc.

• Creating or improving the user experience of the website’s mobile version – how well does your website operate from a smartphone?

It requires a custom approach based on the business requirements, its goals, and objectives, and the technical expertise of a seasoned life science marketing professional to conduct technical SEO just the right way.

Keyword Research and Content Strategy

When you are launching your biotechnology product or service, you would want to know in detail what search terms, phrases, words, etc. people are using to search for a similar product or service. This is known as keyword research.

Once you know the keywords related to your product or service that people are searching for, you can strategically align your website’s content with those keywords.

This is done so that the search engine may find it easy to recognize, align and pull up your business website in front of the users every time it gets a query for those particular keywords.

Take Away

A brief 4-point SEO action should trigger your biotechnology business to thrive.

• Find your Ideal audience, and know where, how, and when to target them.

• Conduct keyword research

• Conduct an SEO audit to reveal and identify where your website stands, and what your target audience wants.

• Create and implement an SEO strategy based on the findings.

• Periodically monitor, review and update your SEO strategy based on the target and its results.

Wrap-Up

SEO is in itself a vast field in the entire digital marketing arena. Life science marketing SEO requires a special approach because of its special and niche area of expertise, and its elite target audience. Hiring a seasoned life science marketing expert will not only enhance your website’s visibility but also increase customer reach, improve cost efficiency and enhance the ROI.