A top priority for most pharmaceutical companies is to drive traffic to their website. A steady flow of traffic is a mark of success leading to increased revenues, right? But, what if that traffic isn’t converting and adding to your bottom line?
More traffic isn’t what paves the way to awareness and growth. There is a not-so-little secret way you can have more control over the type of traffic you attract. Enter Search Engine Optimization.
But, you might still be asking –
“Why should I spend my time, energy, and money on SEO when I already get traffic to my website?”
It’s a fair and common question. But not so fast…
All Web Traffic Is Good Traffic, Right?
Not all traffic is the “right” traffic. Visitors won’t convert 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?
• What are their chances of converting?
If your answers weren’t “yes” and “high” then the volume of traffic doesn’t mean anything in the end. If you’re attracting unqualified leads then, yes, your time, energy and money is wasted.
If you want to stop wasting your time, energy and money and instead increase conversions, focus on lead quality before lead volume.
Your aim is to attract only the leads that have the highest chance of buying from you, working with you, or working for 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 low-quality leads are sent to sales. In the end, it’s wasted time for both teams – and an uncomfortable conversation.
You want the quality first, then quantity.
Attracting qualified web leads?
You might be “meeting” your goals for traffic each month. But, how many of those visits have generated revenue? How many have turned into customers? 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 to gain visits from the physicians, patients, caregivers and researchers that are most likely to add to your bottom line.
SEO strategy to reflect user intent
There are two different routes for your keyword strategy: a generic, broad approach or a long tail keyword approach. One of these 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 are typically one word terms and harder to rank for because the competition level is higher – more websites are also trying to rank for the keyword. These keywords tend to 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 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 SEO approach
Let’s say your company develops and markets a drug for the treatment of multiple myeloma. You want to attract people to your website who are looking for a company who does exactly what you do – physicians, patients, caregivers. This is indicative of the industry shift from a mass-market to a target-market approach to increase revenue.
Optimizing for a generic keyword would focus on “multiple myeloma.” But, this doesn’t mean someone who lands on your website after searching for “multiple myeloma” is a patient exploring treatment option. It also doesn’t mean it’s a physician researching clinical outcomes. Or a researcher who wants to contribute to your portfolio of drugs.
Potential scenarios? It could be someone simply Googling multiple myeloma to learn more about the disease itself. It could even be a competitor typing in “multiple myeloma” to see if they show up in search results.
Luckily for you, this competitor would still be focusing on generic terms.
Instead, shift your SEO efforts to a long tail variation that more precisely relates to your drug. If you want quality you’ll have more success optimizing for “medicine to treat multiple myeloma.” We can instantly recognize the user’s intent here.
With so much competition online, attracting the perfect fit visitor can be challenging. But, an SEO strategy that uses long tail keywords will give you an advantage.
Quality vs. quantity
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.
Adopting this philosophy in your SEO efforts will leave the question “why bother with SEO?” in the dust.
If you’re struggling to see the leads you want from your SEO efforts, let’s talk about your strategy and how we can start driving high-quality traffic to your website. Reach out to us today.