Long-Tail Keyword Approach to Pharmaceutical SEO Strategies: SEO Strategies for Pharmacy Products

A top priority for most pharmaceutical companies is to drive traffic to their website. A steady flow of traffic is a mark of success leading to increased revenues, right? But, what if that traffic isn’t converting and adding to your bottom line?

More traffic isn’t what paves the way to awareness and growth. There is a not-so-little secret way you can have more control over the type of traffic you attract. Enter Search Engine Optimization.

But, you might still be asking –

“Why should I spend my time, energy, and money on SEO when I already get traffic to my website?” 

It’s a fair and common question. But not so fast…

SEO Strategies Mistake: All Web Traffic Is Good SEO Traffic, Right?

Not all traffic is the “right” website traffic. Visitors won’t convert if they’re not a good match. Think about the type of visitors coming to your website.

• Do they meet the criteria for your target audience?
• Does your content match their needs and pain points?
• What are their chances of converting?

If your answers weren’t “yes” they are a match and “high” for conversions, then the volume of traffic doesn’t mean anything in the end. If you’re attracting unqualified leads then, yes, your time, energy and money is wasted. If you want to stop wasting your time, energy and money and instead increase conversions, focus on lead quality before lead volume.

Your aim is to attract only the leads that have the highest chance of buying from you, working with you, or working for you. Even if it means targeting a smaller volume.

You may be saying “You don’t get it. We need more leads!” We do get it. That’s why we focus on quality to get you more of the right leads. The most frustrating situation for sales and marketing teams is when low-quality leads are sent to sales. In the end, it’s wasted time for both teams – and an uncomfortable conversation.

When it come to keywords, you want quality first and quantity second.

Correct SEO Goal for Content Marketing: Attracting Qualified Web Leads?

You might be “meeting” your goals for traffic each month. But, how many of those visits have generated revenue? How many have turned into customers? Fifty high-quality leads have more value than 1,000 unqualified leads.

Ensuring high-quality traffic with a focused, strategic SEO plan means you can narrow your efforts to gain visits from the physicians, patients, caregivers and researchers that are most likely to add to your bottom line.

SEO Strategy to Reflect User Intent

There are two different routes for your keyword strategy: a generic, broad approach or a long-tail keyword approach. One of these focuses on optimizing for a smaller set of keywords that are extremely relevant to your business and reflect the intent of the user more precisely. Let’s break it down.

The Problem with Generic Keywords for SEO Strategy

Generic keywords are typically one or two-word phrases. They tend to be harder to rank for because the competition level is higher – more websites are also trying to rank for the keyword. These keywords tend to have higher search volume, but they don’t necessarily reflect a specific website persona or match the user’s search intent.

Long-tail Keywords to Inform SEO Content and Internet Marketing

Long-tail keywords are multi-word phrases and more effective because they’re highly relevant to your business. They’re more descriptive and easier to rank for in search engines because the competition level is lower. With long-tail keywords, you can more precisely target website personas and match a user’s specific search intent.

A SEO Example for Strategic Keyword Research for Pharmaceutical Companies

Let’s say your company develops and markets a drug for the treatment of chronic migraines. You want to attract people to your website who are looking for a company who does exactly what you do – physicians, patients, caregivers. This is indicative of the industry shift from a mass-market to a target-market approach to increase revenue.

Optimizing for a generic keyword would focus on “headache medications” But, this doesn’t mean someone who lands on your website after searching for this phrase is a patient exploring treatment option for an ongoing and debilitating condition. It also doesn’t mean it’s a physician researching clinical outcomes or a researcher who wants to contribute to your portfolio of drugs.

If we are truly targeting patients who require treatment options for chronic migrations, we are much better off targeting a more precise term such as “chronic migraine medications.” Below is a table that shows multiple keyword variations, search volumes, and how well these match to our website persona.

As marketers, you want to shift your SEO efforts to a long-tail keyword strategy that more precisely relates to your drug and those you treat.

If you want to focus on the quality of visitors, you’ll have more success optimizing for “migraine prevention medications.” We can instantly recognize the user’s search intent and we know it should align well with the treatment offering you provide.

With so much competition online, attracting the perfect fit visitor can be challenging. But, an SEO strategy that uses long-tail keywords will give you an advantage.

SEO Experts Know It’s About Quality not Quantity 

Remember, it’s not all about the volume of traffic. First, start with quality. Once you’re seeing the right traffic, then you can expand on a solid foundation to drive more, qualified traffic that is more likely to convert and become a customer.

Adopting this philosophy in your SEO efforts will leave the question “why bother with SEO?” in the dust.

If you’re struggling to see the leads you want from your SEO efforts, let’s talk about your strategy and how we can start driving high-quality traffic to your website. Reach out to us today.

FAQs about Pharmaceutical SEO Strategy

What are the main SEO strategies employed in the pharmaceutical industry?

SEO (Search Engine Optimization) strategies aim to enhance a website’s visibility on search engine results pages, driving organic traffic and improving online presence. Fundamental techniques include keyword research, identifying relevant and high-search-volume keywords to optimize website content. On-page optimization involves creating compelling, keyword-rich titles, meta descriptions, and headers, improving user experience and search engine readability. Quality content creation is crucial; valuable, informative, and engaging content attracts users and search engines alike. Technical SEO focuses on website structure, ensuring it’s mobile-friendly, has quick load times, and uses secure HTTPS connections. Backlink building involves obtaining high-quality links from reputable sites, boosting credibility. Local SEO focuses on local businesses, optimizing their online presence for local searches, including Google My Business optimization and acquiring local citations. Regularly monitoring and analyzing SEO performance through tools like Google Analytics is essential, allowing businesses to adapt and refine strategies for optimal results. SEO strategies are continually evolving, requiring adaptability and a focus on user experience and relevancy.

What makes SEO difficult?

The ever-changing nature of SEO is in part what makes SEO for all healthcare industires, including the pharmaceutical industry, difficult. Search engines, like Google, continually update their algorithms, demanding constant adaptation from SEO professionals. The complexity of SEO is evident in its multifaceted approach, involving on-page optimization, backlink building, technical intricacies, and the creation of high-quality, engaging content. The digital landscape is fiercely competitive, with numerous businesses vying for the same online space, intensifying the struggle to secure higher rankings. Moreover, the field is marked by shifting trends, such as voice search and mobile optimization, requiring continuous research and strategy adjustments. Technical aspects like website structure, speed, and mobile-friendliness add layers of intricacy. Acquiring authoritative backlinks and interpreting vast amounts of data for strategic refinement further complicate the process. For businesses with physical locations, navigating local SEO adds another dimension of complexity. Additionally, ethical concerns, like avoiding black hat practices, are paramount, as shortcuts might offer temporary gains but often result in severe penalties from search engines. Mastering SEO demands expertise, dedication, and a commitment to staying abreast of the latest developments in the digital realm.

How digital marketing works in pharmaceutical industry?

Digital marketing in the pharmaceutical industry has become increasingly vital, revolutionizing how companies engage with healthcare professionals and consumers. Pharmaceutical digital marketing utilizes various online channels, including websites, social media, email campaigns, and search engine optimization (SEO), to create brand awareness, disseminate information, and foster relationships. Companies develop informative websites detailing product offerings, benefits, and safety information, ensuring compliance with regulatory guidelines. Social media platforms provide opportunities to share educational content, engage with the audience, and address healthcare queries. Email marketing facilitates direct communication with healthcare professionals, offering updates on new drugs, research findings, and medical events. Paid advertising, employing strategies like pay-per-click (PPC) campaigns, targets specific demographics and increases visibility. Additionally, search engine optimization ensures that pharmaceutical websites rank high in search results, enhancing discoverability. In the pharmaceutical sector, digital marketing plays a crucial role in educating both professionals and patients, promoting adherence to prescribed medications, and creating a positive brand image. However, strict adherence to regulatory compliance, particularly regarding data privacy and drug information dissemination, is paramount in digital marketing strategies within the pharmaceutical industry.