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” website 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?
  • Does your content match their needs and pain points?
  • What are their chances of converting?

If your answers weren’t “yes” they are a match and “high” for conversions, 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.

When it come to keywords, uou want quality first and quantity second.

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

Generic keywords are typically one or two-word phrases. They tend to be 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 a specific website persona or match the user’s search intent.

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 target website personas and match a user’s specific search intent.

A Pharmaceutical SEO Example

Let’s say your company develops and markets a drug for the treatment of chronic migraines. 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 “headache medications” But, this doesn’t mean someone who lands on your website after searching for this phrase is a patient exploring treatment option for an ongoing and debilitating condition. It also doesn’t mean it’s a physician researching clinical outcomes or a researcher who wants to contribute to your portfolio of drugs.

If we are truly targeting patients who require treatment options for chronic migrations, we are much better off targeting a more precise term such as “chronic migraine medications.” Below is a table that shows multiple keyword variations, search volumes, and how well these match to our website persona.

KeywordSearch VolumeKeyword Match
chronic migraine medication258Very High
chronic migraines9,867High
chronic migraine3,547High
chronic migraine treatment1,329High
chronic daily headache1,300High
chronic migraine symptoms1,065High
chronic migraine syndrome320High
what is chronic migraine311High
chronic daily migraine210High
chronic migraines cure170High
chronic migraine disorder140High
chronic headache relief86High
chronic migraine relief73High
chronic migraine disease70High
what to do for chronic migraines50High
reasons for chronic migraines50High
what can cause chronic migraines40High
chronic migraine headache37High
chronic migraine headache treatment20High
chronic migraine treatment options20High
chronic migraine triggers10High
ocular migraine74,045Medium
chronic headaches12,109Medium
constant migraines2,850Medium
what causes headaches everyday2,250Medium
what causes chronic headaches317Medium
chronic headaches treatment295Medium
migraine673,031Low
migraine symptoms165,000Low
what causes migraines89,685Low
migraine treatment49,561Low
migraine headache33,163Low
migraine relief33,159Low
migraine medicine33,116Low

As marketers, you want to shift your SEO efforts to a long-tail keyword strategy that more precisely relates to your drug and those you treat.

If you want to focus on the quality of visitors, you’ll have more success optimizing for “migraine prevention medications.” We can instantly recognize the user’s search intent and we know it should align well with the treatment offering you provide.

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.