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May 19, 2017 |

Your Biotech Website Already Gets Traffic. Why Bother with SEO?

Are you asking the common question –“If I already get traffic to my biotech website, why should I spend my time, energy, and money on SEO?” Few would argue that a top priority for biotechnology and pharmaceutical marketing teams is to drive traffic to their website. A steady flow of traffic is a mark of success leading to an increase in revenues, right?

But, what if that traffic isn’t converting and contributing to your bottom line? What if those visitors realized that what you offer isn’t for them?

biotech website seo

Truth is, a higher volume of traffic to your website isn’t what paves the road to increasing revenues. Search Engine Optimization is one of the best ways to have more control over the traffic that comes to your website.

All Traffic Is Good Traffic, Right? Wrong. 

Not all traffic is going to be the “right” traffic. Visitors won’t return to your website or reach out to talk if they’re not a good match. Think about the type of visitors coming to your website.

Do they meet the criteria for your target audience?

Do they have a high chance of converting?

Do they have the same characteristics as your best customers/clients? 

If not, the volume of traffic means nothing. Nada. Zip. Zilch. So, if you’re attracting unqualified leads then, yes, your time, energy and money is wasted.

Focus on lead quality before lead volume

Your aim is to attract only the leads that have the highest chance of buying from you or working with you. Even if it means targeting a smaller volume.

You may be saying “You don’t get it. We need more leads!” We do get it. That’s why we focus on quality to get you more of the right leads. The most frustrating situation for sales and marketing teams is when a low-quality lead is sent to sales. In the end, it’s wasted time for both teams.

Trust me – you want the quality.    

Are you attracting qualified leads? 

Sure, you might be “meeting” your goals for traffic each month. But, how many of those visits have generated revenue? How many have turned into a customer? Focus on quality. Fifty high-quality leads have more value than 1,000 unqualified leads.

Ensuring high-quality traffic with a focused, strategic SEO plan means you can narrow your efforts on gaining visits from people who you’re more likely to get business from in the end.

An SEO strategy that reflects user intent

There are two different routes you can take with your keyword strategy: a generic, broad approach or a long tail keyword approach.  One of these approaches focuses on optimizing for a smaller set of keywords that are extremely relevant to your business and reflect the intent of the user more precisely. Let’s break it down.

Generic keywords

Generic keywords are typically one word terms and harder to rank for because you’re up against so many other websites.   

Generic keywords have higher search volume but they don’t necessarily reflect the user’s intent, why that person is searching for that specific word.

Long tail keywords

Long tail keywords are multi-word phrases and more effective because they’re highly relevant to your business. They’re more descriptive and easier to rank for in search engines because the competition level is lower.  With long tail keywords, you can more precisely interpret user intent.

Long tail keywords vs. generic keywords

You’re currently developing novel therapies for rare diseases. You want to attract people to your website who are looking for a company who does exactly what you do. That might mean investors, researchers, partners or patients.

Optimizing for a generic keyword would focus on “rare disease”. But, this doesn’t mean someone who landed on your website by searching for that term is an investor looking for biotechnology or biopharmaceutical companies developing therapies for rare diseases. It also doesn’t mean that person is a patient looking for rare disease treatments. Or a researcher who wants to contribute to research efforts.

Potential scenarios? It could be a college student studying rare diseases in Biology class. It could be someone simply looking up the definition of a rare disease. It could even be a competitor typing in “rare disease” to see if their biotech website shows up in search results.

Luckily for you, they’re still focusing on generic terms.

Instead, focus your SEO efforts on a long tail variation of the generic term that more precisely describes your exact work or product. If you want quality you’ll likely have more success optimizing for “therapies in development for rare genetic diseases.” We can instantly recognize the user’s intent here.  

Attracting the perfect fit is challenging

With immense competition online for biotechnology and pharmaceutical companies, attracting the perfect fit visitor is challenging. But, an SEO strategy that uses long tail keywords will give you an advantage.

Remember, it’s not all about the volume of traffic. First, start with quality. Once you’re seeing the right traffic, then you can expand on a solid foundation to drive more, qualified traffic that is more likely to convert and become a customer.

If you can adopt this philosophy in your SEO efforts, “why bother with SEO?” will only be a question of the past.

Let’s talk about your SEO strategy for your biotech website and how we can start driving high-quality traffic to your website. Reach out today.

May 19, 2017 |

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