Scientists are retaining more control of their buying journeys and that has serious implications for marketers. As a result, it’s more important than ever that you place yourself firmly in the natural path of the scientists’ buying journeys. An overwhelming amount of the time, that path involves internet searches. This resource will help teach you how to use search marketing to your advantage.

Report: 9 Things Every Life Science Marketer Should Know About SEO

We conducted a study in 2011 on the life science buying journey. There was one particularly telling result: every single participant used internet searches at some point during their buying journey. 100%. With so many scientists turning to search engines for product and service information, it is undeniably important for companies to be visible to those scientist-searchers.

This report is exactly what it says it is. It’s 9 things that every life science marketer should absolutely know about SEO. Think SEO isn’t relevant to you? Unless you’re not doing anything that ends up on the internet – and no one can legitimately make that claim these days – then it’s absolutely relevant. This is the intro to SEO that every life science marketer who isn’t already skilled in SEO needs to read.
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Blog Posts

  • FAQs: Content and SEO’s Low-Hanging Fruit

    Creating content in support of your products and services is hard. Finding something to say which is both unique and valuable to the audience is a non-trivial endeavor, however it remains critical for persuading your audience that your product or service is right for them … and persuading search engines that your website is important. That said, it’s incredible...

    20th Apr 17 | continue reading

  • What Google RankBrain Means for SEO

    There’s been a ton of buzz in SEO circles about Google’s new RankBrain algorithm. This is very understandable for two reasons. First, it’s a nerd’s dream. It’s an artificial intelligence-based algorithm, and anything with AI in it is buzzy and awesome. Secondly, and more importantly, Google has stated that RankBrain is already the third most important ranking factor behind...

    22nd Apr 16 | continue reading

  • SEO Isn’t Dead, It’s Just Changed

    It’s no secret that the SEO world has changed. Ever since Google’s Panda and Penguin algorithm changes, and the subsequent updates to them, prior best practices fell apart. There’s no doubt about that. Things that were once highly effective tools of SEO, like link wheels, are no longer relevant. Because of the ever-decreasing ways in which a marketer can...

    4th Aug 14 | continue reading

  • Content First, SEO Second

    By now, any decent SEO-er knows that the old way of performing SEO – basically, manipulating ranks through inorganic backlinks – is worthless. Google caught on and killed it. As of Panda 4.0, there are extremely limited ways in which someone can fool the rankings system, and doing so will only hurt you in the long run. That being...

    24th Jun 14 | continue reading

  • Social Media Optimization

    A lot of life science companies create social media accounts for the wrong reasons. Some do it strictly for demand generation (bad idea – scientific products are not impulse buys), some do it because they feel like they should, and some do it because they have some unrealistic expectation that social will make them the next big thing (not...

    11th Jul 13 | continue reading

  • When Search Ads Don’t Work Pt.2

    About a month and a half ago we wrote an article about times when search advertising isn’t worthwhile, focusing on the results of a study by eBay Research Labs. However, that study highlights just two specific instances when search advertising isn’t profitable; there are many more instances when search advertising would not be able to play an effective role...

    14th May 13 | continue reading

  • Single-Page Websites & SEO

    One of the newer trends in website design, which has actually existed for quite a while but is just now becoming more popular and easy to implement, are single-page websites where the content is accessed via anchor links which trigger dynamic scrolling. (In case you’re not sure what I’m talking about you can find a whole website of examples...

    26th Apr 13 | continue reading

  • When Search Ads Don’t Work

    Regardless of who you are or what you’re looking for, one of the most common ways to look for products and services is the mighty internet. An unpublished BioBM study found that among life science researchers, 45% will turn to search engines first when looking for a product or service – roughly the same amount as will ask a...

    29th Mar 13 | continue reading

  • SEO: Optimizing Clickthrough

    You’ve seemingly done everything right – you have lots of high-quality backlinks pointing to the relevant page and the page has an optimized title, URL, and header tags. You have well-optimized content and lots of it, and your domain and site have “aged”. You’ve avoided any “black hat” tricks that could get you penalized. So why aren’t your search...

    7th Feb 13 | continue reading

  • Website Entry Points & SEO

    Somewhat recently, another life science marketing agency (who shall remain anonymous), wrote that “No one ‘peruses’ websites from the homepage anymore. Sites need to be optimized to have an infinite number of ‘front doors’.” They’re largely correct on the first part – many users today will find your web content via search or other avenues which will lead them...

    21st Mar 12 | continue reading