Keyword Research
When publishing content to a pharmaceutical website, brands typically know what information they want to convey and how to do so in a way that is compliant with legal, medical and regulatory requirements. However, it’s extremely important to also consider what the consumer may be searching for that would lead them to a website’s content. This is where keyword research comes into play. If a site’s content is focused on keywords that are relevant to the brand, but have a low search volume, organic traffic will remain low.
Instead of putting the cart before the horse and tailoring content to information the brand wants to convey, keyword research takes a consumer-centric approach to content development. In other words, we develop brand-relevant content based on what the end user is searching.
While it might be tempting to only optimize for keywords with the highest monthly search volume, it is important to also consider the difficulty in ranking for high volume keywords. Our approach to keyword research involves identifying a set of relevant, high-volume, medium to low-difficulty keywords that our pharmaceutical client can rank for and see immediate results in organic traffic and conversions.
Once we’ve identified these keywords, it’s vital to perform On Page SEO to optimize current content and Content Marketing to create new content.
