Google processes over 3.5 billion searches per day, and some of those searches are inevitably related to your science and mission. Search engines index websites based on the content found on each web page. The only way your target audience even has a chance to find your website organically is by optimizing your pages for words and phrases relevant to your business.
Here are the search engine optimization, or SEO, basics required to increase your biotech company’s online visibility and get found and noticed by people interested in your industry, company, and science.
1. Choose Your Target Keywords
Brainstorm a list of words frequently used to describe your products, services, and science.
Then, use an SEO tool like Semrush to evaluate their viability in terms of search volume and keyword difficulty. Volume indicates how many times that word or phrase is searched in a month, and keyword difficulty is how hard it would be to rank for it based on the level of online competition. The goal is to find keywords with a higher volume and lower keyword difficulty. The words and phrases must be relevant to your company, or you’ll bring the wrong people to your site.
3. Create and Optimize Content
Optimize all your online content (web pages, presentations, publications, blogs, white papers, webinars, infographics, etc.) for search engines. For basic on-page SEO, place your target keywords and phrases in the:
- Body copy (Write naturally, don’t force it, and don’t keyword stuff it. All that will backfire.)
- Image file names and alt text
- Metadescription: Create a compelling statement about the value of the content using your target keywords or relevant variations of them.
You can also go back and optimize content already on your website using the same principles.
4. Review Technical SEO
There’s more to getting found on Google than optimizing your pages so they get indexed correctly. Things like slow web speed and not having mobile-friendly pages can dramatically decrease your search engine rankings. For DIY’s (Do It Yourself), check out the Technical SEO course with Bastian Grimm. For DFY’s (Done For You), contact us to schedule an SEO audit.
The process of building up SEO authority for your biotech will help key stakeholders find and engage with your company online, even if they never heard of you before or saw any of your promotions. But it doesn’t happen overnight or automatically. If you want your potential customers to be aware of your company and find your website, start optimizing your online presence with your foundational target keywords.