confidential1 search engine strategies conference search & regulated industries december 6, 2006
TRANSCRIPT
CONFIDENTIAL1
Search Engine Strategies Conference
Search & Regulated IndustriesDecember 6, 2006
CONFIDENTIAL2
Agenda
Catalyst on-line
Paid Search Marketing
Organic Search Marketing
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Catalyst on-line
Search Engine Marketing Agency Based in Boston/Newton, MA
Industry Focused Experience Almost a decade of healthcare SEO and SEM expertise Pharma/Biotech/Medical equipment exclusivity Familiarity with regulatory constraints means faster results
Trusted Partner 5+ years working with:
PaidSearch Marketing
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Google Paid Results “high cholesterol”
high cholesterol
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Google Paid Results “parkinson's disease treatment”
parkinson's disease treatment
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Google Paid Results “sleep disorder”
sleep disorder
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Paid Search Marketing
Fair balance act
Condition and drug name in text – Landing page important
Condition and vanity URL– Destination disappointment
Condition not mentioned in the text but buying the condition keyphrase
– Landing page important
Paid text needs to go through regulatory committee Corporate Policy needed
OrganicSearch Marketing
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What are search engines looking for?
Increasing Your Visibility Online
• Indexibility-
• Relevance-
• Authoritativeness-
Good code
Good content
Good linking
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Visible and non-visible content must be approved by marketing and regulatory teams:
– meta and title tags, link text, directory submission, etc.
Changes to content/website is made infrequently– integration with website design, developers, and internal IT is
critical to success
Organic Search: Relevance - Content
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Content recommendations
Content guidelines dictating content is written close to a sixth grade reading level
– “Schizophrenia” not sixth grade reading
Misspellings– "multiple sclorosis” + “multiple schlerosis” + “multiple
sclrosis" = 300,000 queries a year
Optimization for the popular keyphrases but incorrect circumstances:
“high blood pressure symptoms”
Organic Search: Relevance - Content
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KEYPHRASE JUNE QUERIES
Type 2 DiabetesType 2 Diabetes 59,27959,279
Type 2 Diabetes Symptoms 10,436
Type Two Diabetes 5,368
Type Two Diabetes Symptoms 1,835
Source: Yahoo!
How do Consumers Talk about Conditions/Drugs?
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Organic Search: Authoritativeness & Linking
Value of linking properly in a highly regulated industry
US based sites for US approved drugs
Careful of making claims—linking from “cure” sites could be seen as false claims
All text links approved
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Organic Search: Authoritativeness/Linking
Press Release policies have an impact on SEO PR link to a product site not always permitted—reduces linking
opportunities The site the PR links to needs to be optimized
Better leverage corporate assets: unbranded sites, PR campaign sites, outside partners & organizations
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Heather Frahm
Thank you
Please do not hesitate to contact Catalyst on-line:
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2005 vs. 2006 Pharmaceutical SEO Analysis
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0.20
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0.80
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1.20
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1.60
1.80
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2.60
Novartis Pfizer GSK Merck Sanofi JNJ AstraZeneca Lilly BMS Wyeth
2005
2006
SE
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In
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Competitive SEO Rankings Report