Is your list of life science keywords being supported with engaging content?

A strong list of target keywords is a proven way to attract traffic to your life science website.

However, simply including the relevant keywords in your content is not enough to drive high-value traffic. In order to attract and engage your target audience, you need to create compelling content that addresses their interests (and more importantly, their challenges).

Here are our top tips for targeting life science keywords with compelling content!

1. Conduct thorough keyword research

If you’re in the life science industry, you’re probably a big fan of research. Apply this passion to your keyword strategy!

Before you start writing, conduct thorough keyword research to identify the most relevant and highly searched keywords in your niche. There are many ways to achieve this, but one of the most straightforward is using Google Trends. Check out this screenshot of search trends for the phrases “good lab practices” compared with “glp”:

google trends screenshot of glp trends

As you can see, there were more searches for “glp”. This provides a few key insights that you can consider when conducting keyword research in the life sciences:

  • “glp” is a much more popular search term, but will also be more difficult to rank for
  • “good lab practices” doesn’t receive as many searches, but will be easier to rank for

Review which words and phrases are relevant to your particular industry, and start compiling keywords to build content around.

Google Trends is a great free tool, but if you’re looking for a more robust approach to digital marketing, it might be  time to partner up with an agency. Check out this blog on how to decide on whether an agency partnership is right for your life science org.

2. Focus on your target audience

Once you’ve identified your keywords, create content that speaks directly to your target audience. Do think about their needs, interests, and pain points. Don’t just create arbitrary posts and articles with no clear intent or theme.

Your audience will be hungry for answers and solutions. If you can provide these solutions in your content, they’ll be much more likely to engage with your brand.

3. When it comes to content, you are what you E-A-T

EAT is an acronym that stands for “expertise, authoritativeness, and trustworthiness”. These are the three cornerstones of engaging content and successful brands.

Shape your life science content around these three cornerstones. This is a great way of creating compelling content, which is proven to engage your audience and convert them into customers.

More on how you can send positive trust signals to your audience in this blog

Unique content is valuable content, so take extra care to post content that your audience can’t get anywhere else. This can be in the form of new research findings, expert opinions, or helpful tips and advice. Make sure to utilize your in-house subject matter experts to help with content too!

4. Use enticing visuals

Before you ask: no, stock photography of a smiling scientist in a lab coat doesn’t count as “enticing”.

Life science content can often be complex and difficult to understand. Using visuals such as diagrams, charts, and infographics can help you communicate your message more effectively and engage your audience.  If you’re talking about your team, try to snap some photos of them for your website. Being able to actually see your workforce does wonders for your brand!

5. Optimize for search engines

While creating compelling content is important, you also need to optimize it for search engines, especially Google. This includes using relevant keywords in your title, subheadings, and throughout your content. Make sure to also include meta descriptions and alt tags for any images or graphics you use.

These are the best ways to leverage your life science keywords into increased website traffic, higher rankings on search engines, and more converted customers. If you’re looking for a trusted agency partner to help you achieve your marketing goals, reach out to Forma today!