In my years of experience with pharma digital marketing, I’ve learned that digital trends keep on shifting and if you wish to move forward, you have to catch up with them.
The digital landscape for pharma has changed a lot in the last few years– thanks to smarter search engine algorithms (Hummingbird), integration of social media with SEO (Google+ and Twitter), and the ubiquity of smartphones.
In this blog post, I’m going to share 5 tips that would reshape your search engine optimization strategy.
These strategies would help in opening up new channels to increase your website’s reach, and would let you utilize the full bandwidth offered by the digital landscape..
Tip #1: With Search Engines getting smarter, it’s time to get contextual.
Search Engines are developing intelligent algorithms that can discern the difference between websites that provide value and websites that create the illusion of value . A classic example of that would be Google’s Hummingbird algorithm, which focuses on the semantics of your search query rather than your choice of keywords.
“Which is the nearest drug store to buy Pill A?” Conventional search engines might search for websites that include the words “nearest”, “drug store”, and “Pill A” in their content, but Google tries to understand the meaning of your search.
It uses the location information to calculate approximate distances of different drug stores from your current location and then populates the results accordingly in the result page.
Moral of the story?
You just can’t get around Google.
Google has now become smarter and better. The only way now to rank better in search engine result page is to provide engaging, relevant and quality content.
Tip #2: Content matters— more than ever before
“Content is the reason search began in the first place.”
Content matters. It matters more now than ever before.
Today the focus is on quality and detail. You need to create simplistic and meticulously designed content that addresses your end-user’s problems; the more detailed, the better.
Lately, many popular pharma websites have ditched the conventional approach and experimented with innovative ways of content marketing like animated videos , informative slide-shows, beautiful infographics and much more to entice their target audience.
The focus is on creating simple, engaging and relevant content that can be understood easily by your target audience.
However, with bloggers and digital marketing agencies storming the Internet with creative content every day, the bar seems to be perpetually rising.
But, to be on top of the content marketing game, you need to follow the Three C’s of content marketing.
Be concise. Be consistent. Be creative.
Tip #3: Catch up on the Mobile Wave
I cannot emphasize this enough. More than half of your target audience would be accessing the information through their smart devices, which means having a mobile strategy in place is no longer an option.
Since websites designed for computers are heavy, you need to ensure that you have a mobile version of your website that is lighter, faster and smoother.
Want to know if your website’s compatible for mobile driven web searches?
Well, as you can see, with search engines getting smarter, smartphones getting popular and the social media influence getting larger, the dynamics of SEO for pharma have changed in recent times.
It’s important for every pharma marketer to catch up with the trends and to use their power to create an effective digital marketing campaign.