SEO

You Are What You E-E-A-T: How Science Orgs Can Rank Higher on Google

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 [...]

By Jordan Eller|SEO|

Stopping the Spam Invasion: How to Prevent Spam Traffic From Ruining Your Google Analytics Data

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 [...]

By Jordan Eller|SEO, Website|

Mastering the Two Schools of Search Engine Optimization

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 [...]

By Jordan Eller|Digital Marketing, SEO|

5 Types of Copywriting Your Science Org Needs to Master

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) [...]

By Jordan Eller|Brand Strategy, Content Marketing, Email, SEO, Social Media|

5 SEO Problems That Are Damaging Your Life Science Website

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. [...]

By Jordan Eller|SEO, Website|

Who’s Googling You? The Importance of Online Reputation Management

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 [...]

By Jordan Eller|Digital Marketing, SEO|

Why Working Remotely Might Be Affecting Your Google Analytics, and How To Fix It

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 [...]

By Jordan Eller|Digital Marketing, SEO|

Creating Effective Inbound Marketing in the Life Sciences – Part 3: The Prerequisites for Inbound Marketing

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.

By David Chapin|

Creating Effective Inbound Marketing in the Life Sciences – Part 2: The Exchange of Value

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.

By David Chapin|

Creating Effective Inbound Marketing in the Life Sciences – Part 1: The Customer’s Viewpoint

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?

By David Chapin|

Developing Your Online Content Strategy for Life Science Marketing

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.

By David Chapin|

Search Engine Optimization in Life Science and Biotech Marketing (Part 2)

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.

By David Chapin|

Search Engine Optimization in Life Science and Biotech Marketing (Part 1)

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.

By David Chapin|

Marketing-based Lead Generation in the Biological Sciences (Part 4)

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.

By David Chapin|