The biotech industry, which combines biology and technology, is growing fast. In the UK, the medical biotech sector was already estimated to be worth an impressive £88.9 billion in 2020. And medicine is not the only area in which biotechnology is used. It is also commonly used in industries such as biofuels and agriculture, genetically modifying organisms like crops.
Experts predict the biotech market growth will continue to accelerate in the UK and across the globe. While high entry barriers mean that biotechnology isn't the most competitive market, the contest to win over customers is still fierce. With existing biotech companies vying to stand out and new players looking to gain a foothold, businesses must market themselves strategically.
Most clients will first encounter your brand online in today's digital world. And of these online journeys, an estimated 68% begin on search engines.
Biotech companies can not avoid digital marketing if they wish to develop. Given how many people use search engines to find information and products, the importance of SEO (search engine optimisation) is undeniable.
Today, SEO is one of the most cost-effective digital marketing strategies available. It helps biotech businesses gain visibility where it matters most, elevating them to the position of industry thought leaders that potential customers can trust.
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SEO, or search engine optimisation, helps websites and content rank higher in SERPs (search engine page results).
Unlike many traditional marketing techniques, like online adverts, SEO aims to increase visibility, traffic, and sales organically. It targets allows biotech businesses to target relevant search terms, meaning those who see you're website and content are more likely to be interested in the work your company undertakes.
When it comes to finding answers, services, and products, many people use search engines like Google or Bing. But people using search engines rarely look past the first page of results, with recent estimates suggesting that as little as 0.63% of people visit the second page of Google SERPs.
You must rank for relevant search terms and queries to gain visibility and boost traffic to your site.
A well-designed SEO strategy will work 24/7 to find organic leads for your biotech business. This passive flow of traffic will continue to supply invaluable traffic and customers so that you can concentrate on what matters most, your company and products.
The first thing to understand about SEO is that it involves various strategies. If you want your business to rank well on search engines, you'll need to effectively utilise several tactics.
We've listed some of the most critical components of successful biotech SEO, so you'll know exactly what you need, whether taking on this venture alone or planning to hire expert help.
Before optimising your site and content, you must first consider your goals. Setting specific goals will provide information on how to proceed and help you measure your success as you go. We recommend using SMART (specific, measurable, accurate, realistic, and time-bound) targets.
To set these goals, you should first have a clear picture of where your business stands. For instance, consider how many people currently visit your site so you can set aims and measure how optimising your website impacts these numbers.
Once you know your goals, you can start planning your SEO strategy accordingly. Since search engine optimisation involves various aspects over time, you must have a detailed plan to help keep you on track.
When people search for information or products, they tend to use keywords, terms, or questions. Search engines rank their results based on which content is the most useful and best fits users' search intent.
It's essential to consider which terms are relevant to your business, which things your target audience is likely to search for, and the intent behind these searches. This will help you discover and implement the most beneficial keywords more effectively.
Much like your biotechnology company and products, you should think of how your keyword strategy can help people solve their problems. This ensures you have specific terms strategically used (not overused) on your website's main pages. It will also typically involve creating new and on-trend content that can directly answer potential customer worries and interests.
Experts, like those at Web Choice, can assist with each stage of keyword SEO. They will help you discover which keywords best fit your biotech business by reviewing the competition and overall search volume and implementing these to attract views and clicks.
Search engines value new and valuable content. Therefore, the simplest way to ensure your biotech business provides the information searchers seek is to create relevant and intriguing content.
You can target various relevant keywords more accurately with regularly posted content, meaning you stand a better chance of ranking well on search engines, increasing your visibility, traffic, and conversions.
Biotechnology is not always accessible. Even those with some knowledge of the subject may not be familiar with your expertise. Well-written content can help bridge this gap by conveying information in an easy-to-read and fascinating way, capturing the interest of your potential audience and helping to establish your business as a trusted expert on the topic.
A solid SEO plan will involve posting new biotech content to your own website and other third-party sites. The combination of these will naturally lead more people to your company while allowing you to increase your domain rating.
Trust is vital in most industries, especially B2B (business to business) markets. Since most biotech companies follow a B2B model, it's imperative to position your company as an industry authority. Business-to-business purchases also usually take longer as more people are involved in decisions.
Building links between pages on your site, to other trusted resources, and from other sites back to yours will help build authority and ensure people are more likely to land and stay on your website.
Backlinks, in particular, can be difficult to gain but are vital to show search engines that your site is trustworthy and authoritative. Search engines are more likely to rank your website higher if you have a good domain rating built through things like backlinks.
Web Choice helps biotech businesses build backlinks by posting informative content to third-party sites and linking to your site.
SEO isn't an overnight process. To stay on top of the search results pages, you must update your SEO strategy.
Ultimately, your success will depend on various factors, including Google updates, business trends, and competitor undertakings. Therefore, you must regularly review your SEO efforts to see what is still working and what's not. With this information, you can tweak your strategy to ensure it continues to deliver the best results.
SEO drives more people to your website. But what happens if your website isn't up to scratch? Unfortunately, most visitors won't stay if they have a poor experience on your website, which could undo all the hard work you've put into other search engine optimisation tactics. Generally, your site should look professional, well-structured, and easy to read.
It's also critical that your website is mobile-friendly. People want to be able to access all information and properly view images and videos. With over 50% of worldwide web traffic originating from mobile devices, your website must work flawlessly on a range of mobile and desktop screens to provide your users with the best experience.
In addition, your website should load quickly. Sites that load within a couple of seconds tend to have the highest conversions, with bounce rates (people leaving pages) increasing with every extra second your page takes to load.
A responsive, mobile-friendly and fast-loading website doesn't only affect your user experience, it also impacts your SERP rankings. Search engines aim to provide searchers with the best interaction, meaning they rank sites offering fast load speeds and a responsive design higher on relevant results pages.
Web design and development are essential for biotech companies aiming to increase online visibility and traffic. Web Choice offers bespoke web design and development services for those interested in improving their website to boost traffic and conversions.
Implementing a successful SEO strategy offers many benefits, from increasing visibility to growing traffic and conversions. However, implementing a plan like this takes time and effort.
While optimising biotech websites and content in-house is possible, it will take a significant investment. For many businesses, it makes more sense to outsource search engine optimisation. Working with experts in the field can help your biotech business achieve better results while allowing your staff to concentrate on the tasks they excel at, which are essential for your company to run smoothly.
If you want to grow the online presence and capabilities of your biotech business, SEO can help. And if you're interested in getting more from SEO, you can contact the experts at Web Choice.
Most biotech companies choose to spend approximately £4,000 ($5,000) on a high-velocity SEO plan with Web Choice. It is one of the most cost-effective strategies and offers long-term, sustainable visibility, traffic, and conversion growth.
SEO may be more expensive if your biotech business wants a more complex or intensive strategy. Contact Web Choice for more detailed information on pricing and advice on the best search engine optimisation plan for your biotech company.
Typically, SEO strategies take around 6 months to produce notable results. However, this may vary depending on the intensity of your strategy and the competitiveness of your market.
Web Choice uses a range of short, medium, and long-term strategies. These help businesses see ROI (return on investment) sooner while ensuring sustainable growth continues.
One way we help our clients increase visibility and traffic quickly is by targeting relevant local and longtail keywords, which tend to be less competitive. This approach also gives your company a reliable base and means search engines are more likely to rank your company positively as we target higher volume and more competitive keywords.
