MacDougall Musings

Biotech SEO: Another Strategy to Reach and Engage Audiences

Four benefits from SEO and content marketing for life science companies  

Did you know that every second approximately 99,000 Google searches are performed? With the right search engine optimization (SEO) strategy, you can compete for a portion of the traffic. 

Are you attempting to reach patient communities? Are you hoping to raise awareness with potential investors and partners? SEO can help key audiences discover your company and increase your visibility and engagement with your target demographics.

SEO is a discipline used to improve your website’s ranking in search engine results (particularly on Google), with the goal of driving more qualified traffic to your website. You accomplish this by creating, optimizing, and promoting content that is relevant to your audiences, including potential partners, investors, healthcare providers, and patients.

Isn’t SEO for Consumer Brands?

While it is true that SEO is essential for increasing sales for direct-to-consumer companies, that does not mean that biotech companies, even those without a commercial product, can’t reap significant benefits from implementing a keyword and search strategy.

Are you in a crowded therapeutic space, entering clinical trials or even preparing for eventual commercialization? A strong SEO strategy, as part of a life sciences marketing plan, will ensure you stand out from the competition and are visible to potential prescribers and patients.

Benefits of SEO for Life Science Companies

1. Visibility and Engagement:

Because an SEO program is built upon search and keyword data, the most obvious benefit is reaching your audiences with the information they are seeking, when and where they are seeking it. For example, if you are recruiting for a Phase 3 trial in ALS, a search for “ALS clinical trials” in Google should return your company’s website amongst the top results. However, without an SEO program that optimizes for these keywords on your company’s page, you might be missing the traffic from these and other relevant searches. By understanding what your audiences are searching for, you can audit your existing website content, explore proactive content marketing opportunities, and garner increased visibility and engagement.



2. Cost-effective:

Organic (non-paid) search results are among the biggest sources of return-on-investment for marketing efforts. According to Keystar, small companies that invest in SEO benefit from a 30 percent average increase in website traffic within four months.

Compared to traditional paid advertising and sponsored content on social platforms, SEO is an inexpensive and effective way to drive qualified traffic to your website.

While an SEO plan can include expenses such as re-designing web pages and copywriting, those aren’t always required and even small adjustments to your web presence offer the potential for better visibility.

While ads require an ongoing investment to remain visible, and therefore valuable, results from SEO efforts are enduring, even after an initial investment. These benefits aren’t lost on marketing professionals: according to Hubspot’s 2023 State of Marketing Report, 88 percent of marketers that are already employing SEO planned to spend the same or more on SEO in the future.

3. Complementary:

While SEO efforts on their own can be a cost-effective way to gain visibility, optimization efforts can also be complementary to other communications and marketing tactics you are employing.

For example, if you’re undergoing a rebranding, adding new keywords into your SEO campaign is a natural extension of your repositioning efforts. Press releases, social media posts, and key messages for media interviews can incorporate keywords to increase the likelihood of company news coverage driving traffic to your website.

Content marketing efforts, such as a corporate blog or video series, can (and should!) reflect the types of information for which your audiences are searching.

4. Builds credibility:

When your key audiences see your company consistently appearing in search results for topics that matter to them, it builds your credibility, increases your brand awareness, and establishes your company as a good source of information.

An SEO strategy can help your company identify opportunities to capture more web searches and clicks. Not just for traditional direct-to-consumer companies, a plan for improving your life science company’s SEO can be a cost-effective way to increase your visibility while also complementing your other communications tactics and building your credibility. To learn more about MacDougall’s approach to SEO, download our services overview or check out How to Get Started on SEO