The way professionals discover and consume information is changing fast. With tools like ChatGPT, Gemini, and other AI-driven platforms shaping how people search, traditional SEO is no longer enough. Enter Generative Engine Optimization (GEO), a new discipline designed to help companies surface in AI-powered search results. For life science companies, whether you are in biotech, [...]
Search is changing fast. Instead of just typing questions into Google, more people are using tools like ChatGPT, Gemini, and Claude to get instant, conversational answers. That includes your potential clients in pharma, biotech, clinical research, and contract manufacturing. If you're not thinking about how AI tools read and interpret your content, you're missing out [...]
Google’s March 2025 Broad Core Algorithm Update is here, and with it comes another shift in how websites are ranked. As with most core updates, this one focuses on refining Google’s ability to deliver high-quality, reliable search results. If you’ve noticed a decline in rankings and traffic, it’s likely not due to technical errors. Instead, [...]
Understanding the November 2024 Google Core Update and Its Implications for Scientific Industries Google’s latest core update, launched on November 11, 2024, is rolling out, and its impact is beginning to unfold. While early days suggest minimal changes for most sites, some are enjoying notable upticks in visibility. Notably, more websites are experiencing gains rather [...]
In the turbulent world of digital marketing, life science companies will likely experience both growth and setbacks. Seeing online engagement metrics drop can be concerning, but there are effective ways to diagnose and address these changes. This guide offers actionable insights tailored to life sciences to help maintain stability and boost digital performance. Read on! [...]
Understanding Google Algorithm Updates: How Life Science Companies Can Protect Their Websites Has your website traffic taken a seemingly-random nosedive lately? Or are you enjoying an unexpected surge in keyword rankings on search engines? Either way, don't panic! Google algorithm updates can significantly impact the visibility of websites, including those in the life sciences industry. [...]
Your audience is hungry for answers. Your job is to provide them. In the competitive and highly-regulated world of life sciences, brands must go beyond traditional marketing tactics to establish trust and authority with your audience. One of the most effective ways to achieve this is by providing the best answers to your audience’s questions. [...]
The transition from Universal Analytics to GA4 has completely changed the way your science organization should be monitoring website traffic. It's absolutely crucial that your marketing team understands the key metrics they should be tracking, and what each metric means for your science org as a whole. Whether you’re new to Google Analytics or are [...]
Establishing a competitive, dynamic online presence is paramount for life science companies, research organizations, and drug manufacturers. With Google's ever-evolving search algorithms, these entities need to adapt their content strategies to ensure visibility and credibility. One effective approach is to embrace Google's E-E-A-T guidelines – Experience, Expertise, Authoritativeness, and Trustworthiness – to craft better content [...]
Spam traffic is a growing problem, and it can cause serious damage to the veracity of your Google Analytics data. According to a trusted authority on cybersecurity research, spam traffic made up a staggering 47% of all internet traffic in 2022, a 5.1% increase over the previous year. This poses a serious problem for website [...]
Search engine optimization is a critical part of any digital marketing initiative. Search engine optimization (SEO) is the process of making improvements to your website so that it ranks higher on search engines like Google or Bing. The optimization process usually involves a huge array of elements, such as header structure, canonicalization, keyword strategy, and [...]
Copywriting is the cornerstone of your content marketing strategy. Content marketing has a variety of intentions: completing sales, educating customers, or building brand awareness. Effective copywriting is the special ingredient that compels users to engage with your science brand. High-quality copy is necessary for increasing sales and outgrowing your competitors. Your audience (and all audiences) [...]
SEO problems can devastate your rankings and cause you to lose customers Many life science brands don't prioritize search engine optimization. Whether they're massive billion-dollar clinical research organizations or small, agile startups in their first year of business, one of the most common issues we've seen is the lack of knowledge about SEO. It's understandable. [...]
Online reputation management is a relatively new term for a decades-old approach to digital marketing. At its core, online reputation management is the purposeful monitoring, analyzing, and optimizing your digital reputation on the internet. This can apply to both individuals and brands. For example, a manager may perform an online search for a potential new [...]
Working remotely can spell trouble for your Google Analytics data. Flexjobs.com reports that there was a 159% increase in remote work between 2005 and 2017. Even before the Coronavirus pandemic of 2020, there had been a major upward trend in people working remotely in the US. While some employees have experience working from home, many [...]
Life science sales cycles can be long. For this and many other reasons (which I’ll summarize below), it is important that we nurture our prospects. While some life science organizations understand lead nurturing well, many don't understand the subtleties involved in creating a highly effective life science lead nurturing "ecosystem." In fact, there are eight distinct activities involved in life science lead nurturing. In this issue I'll describe each activity, and show how they all work together. It turns out that both lead nurturing and lead generation share many of the same activities, so I'll spend some time discussing both. If you're interested in understanding how lead nurturing works or how to improve your own lead nurturing activities, read this issue.
It’s a spin on the proverbial chicken-or-the-egg: Which comes first? Content or SEO? In a blog post this week on The Content Marketing Institute website, Jay Baer reiterates the value and true purpose of content. He calls it Youtility -- marketing that’s wanted by customers (as opposed to what marketers have traditionally provided: marketing we [...]
Inbound marketing, when done well, should result in a deeper relationship between your organization and your prospects, developing into a steady stream of well-qualified leads. In this issue, we attempt to strip away the hype surrounding inbound marketing and specify the approach needed for an effective inbound marketing effort in the life sciences. We’ll see how the various components of inbound marketing reinforce each other, interacting to drive effective results.
Marketing is getting more complex as buyers retreat into anonymity. To be effective, the Marketing function must shift from focusing on simple, outbound promotional activities to attracting prospects, and then converting them from visitors to leads to customers. Inbound marketing is more complex and is more synergistic than outbound marketing. For example, outbound marketing is designed to culminate in a single exchange of value, that is: products or services exchanged for money. Inbound marketing is designed to employ many small exchanges of value and this shift requires changing the way we think about marketing in the life sciences.
Inbound marketing, when done well, should result in a steady stream of well-qualified life science leads. In this issue, we begin our look at inbound marketing in the life sciences by considering the issue from the viewpoint of a prospect. What makes them consider you, rather than one of your competitors?
Social media provides numerous opportunities for life science companies to interact, engage and educate their audiences. With multiple platforms available, many companies don’t know where to start this process. Thus, many life science companies either avoid social media or spread themselves too thin trying to cover all of their media bases. Unfortunately, neither of these strategies will lead to successful content marketing and social media campaigns in the life sciences. A successful online marketing or content campaign must start with a thorough understanding of the audiences you are trying to reach.
In this issue we continue our examination of the basics of SEO (search engine optimization) for life science and marketing companies. This issue will cover some of the important off-page factors in search engine optimization for life science and biotech marketing.
In this issue we’ll take a look at the basics of SEO (search engine optimization) for life science and marketing companies. This issue will cover some of the important on-page factors; we’ll cover off-page factors in a future issue.
In this issue we continue our examination of the ladder of marketing-based lead generation for life science, med-device and biotech companies. We pose questions that will help you get the most out of your ladder by optimizing your portfolio of lead-generating activities. We discuss how you can improve your lead generation by “climbing” the ladder over time.
In this issue we examine in more depth the ladder of marketing-based lead generation for life science, med-device and biotech companies. We discuss the six uses for the ladder. We outline a process for creating your own ladder, and provide a link to a template you can customize for your own use. Next month we’ll finish our discussion on the ladder of lead generation by discussing some tactics you can use to improve your lead generating initiatives.
When people responsible for sales and marketing in the biological sciences hear the words “lead generation,” an outbound call center is often the first thing that springs to mind. But outbound calling is just one way to generate leads. This article categorizes a wide variety of lead generation activities and puts these activities into context using “the ladder of lead generation.” By examining the different rungs on the ladder, we’ll compare the resulting quality of leads and the time to result, two important attributes to consider as you build your own lead generation initiatives. In the next issue, we’ll discuss how to craft an effective lead generating strategy.
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