Business Growth Blog

Find out the one thing every business can do to immediately improve their search rankings for terms and phrases relevant to their company.

One of the main reasons to have a website is to get found online when someone is looking for information regarding your type of products or service offerings. These days, your website is your company – it replaces a physical space with a virtual space.

Like roads lead customers to a physical place of business, keywords lead online users to your virtual place of business. Without doing foundational SEO work, your website will not have the opportunity to get found by the right people. And even worse, your competitors will have a wide opening to rank for your keywords, meaning they will get the first crack at potential customers.

As you know, virtually all buyers search the internet before making a purchase, so ranking online for the words and phrases most relevant to your products and services is essential. Business keywords are the bridges that connect qualified prospects to your website.

Here's a high-level overview of how to choose the best terms and phrases that your potential customers will most likely search online. To help illustrate, I'll refer to an example of a medical device company called Paragon28.

Google processes over 3.5 billion searches per day, and some of those searches are inevitably related to your science and mission. Search engines index websites based on the content found on each web page. The only way your target audience even has a chance to find your website organically is by optimizing your pages for words and phrases relevant to your business.

Here are the search engine optimization, or SEO, basics required to increase your biotech company’s online visibility and get found and noticed by people interested in your industry, company, and science.

The first place most people go to find the products or services they need is Google. At a minimum, Google is the new phone book. For example, if I wanted to find out where I could purchase dry ice for a party I was having, I would type in, “Dry ice, Saginaw.” I’ll scan the first page and pick the most convenient and trust-worthy looking company.

Google also helps buyers self-educate early in the sales cycle — before they’re ready to talk to a vendor or sales rep. For example, if I was searching for information about types of office layout design, that could signal I’m considering an office renovation.