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SEO & PPC for Life Sciences: A Comprehensive Guide

biotech marketing

In this comprehensive blog post, we will be discussing the difference between SEO and PPC and the important role they play in life sciences businesses. We will also be covering the different aspects of technical SEO and PPC for life sciences businesses, and giving you a comprehensive guide on how to implement both into your marketing strategy. So if you’re looking to take your business to the next level, make sure to read on!

Difference between SEO & PPC

SEO and PPC are two important marketing strategies that life sciences businesses should consider. However, before getting started, it’s important to understand the difference between the two. SEO is the process of improving a website’s ranking in search engines, while PPC (pay per click) ads are used to generate traffic to websites. While both are important for life sciences businesses, they differ in their goals and methods. PPC ads are aimed at generating more traffic to a website, while SEO is focused on ranking a website higher in search engine results pages (SERPs). There are a variety of online tools and tips available that can help you optimize your website for both SEO and PPC. By using these resources, you can ensure that your life sciences website is found by potential customers.

The importance of SEO & PPC for life sciences businesses

SEO & PPC are two of the most important marketing strategies for life sciences businesses. If you’re not ranking well in search engines, it’s hard to achieve the success you’re striving for. That’s why it’s important to choose the right strategies for your business and understand how search engines work. Once you have a solid understanding of SEO & PPC principles, you’ll be able to optimize your site effectively and drive more traffic to your site, resulting in a net positive for your businesses balance sheets.

Technical SEO: Crawling and Indexing

Crawling and indexing is an essential part of any effective search engine optimization strategy. It helps to improve the visibility of your website on search engines, helping you achieve higher ranking in the SERPS. There are a number of different crawling methods that can be used spidering for example. Once you have identified which pages need attention, it is important to optimize them according to SEO best practices such as title tags and meta data. By doing so, you will boost traffic flow and yield better results in terms of ranking on search engine results pages (SERPs).


Delivering high-quality content is one thing, but if your website isn’t as fast as possible, it will have a negative impact on search engine ranking and user experience. Here are some things you can do to make sure your website performs at its best:

  • Use Google Page Speed Test to benchmark the speed of your pages against industry standards.
  • Pingdom offers an equally comprehensive analysis of web performance.
  • Check out GX Metrics for detailed insights into how well your site is coded and optimized.
  • Core Web Vitals measures 20 key web performance indicators and provides actionable advice on how to improve them.


Responsive design is one of the most important trends in web designing today. It aims to make your website look good and function equally well on all devices be it phones, tablets or desktop PCs. This way, you don’t have to keep redesigning different versions of your website for each device, which can be time-consuming and frustrating! SEO is also very responsive these days as search engine results pages (SERPs) prefer websites that look good and are easy to use from anywhere in the world. All content must be responsive so that users can easily navigate around regardless of their screen size or device type. Finally, cross browser compatibility should always be a priority when designing a website so that all browsers render correctly without any issues.

Site Architecture

A well-designed and search engine friendly website will help you rank higher in SERPs. Following a hierarchical structure within your website pages ensures that all important information is easily accessible to the Googlebot and the search engine can easily understand the overall context.  Also, avoid orphan pages as they can negatively impact your ranking and visibility on search engines. By properly configuring your site architecture, you can achieve the desired results in terms of technical SEO.

Good UX

There is no doubt that a good user experience (UX) improves website engagement and conversion rates. By updating your design and UX, you can make your site more user-friendly, which in turn increases search engine ranking and visits. Not to mention, it also makes users happier overall – meaning they are more likely to return for further research or opt in forms. Ensuring that all the interactive elements on your site are easy to use will help improve conversions by reducing frustration levels for users during their interactions with your business website. In addition, behavioral analytics tools can be very informative when trying to understand user behavior and identify areas of improvement so that future iterations of the UX design are better planned/executed based on data.

On Page SEO: Keyword Research

When selecting keywords for your website or blog, it is important to first determine which ones are most relevant to your business. After that, it is necessary to embed them on specific pages with the right keyword density so as to draw in search engine traffic. It’s also important to take into account long tail keywords (those that aren’t typically included in searches) and keyword intent – knowing what people are looking for before they even type a search query. You can also use data such as new trends and recent PPC campaigns when refining your keyword strategy.

Proper URLs

One of the most important aspects of effective online marketing is having URLs that are concise and understandable for the web crawlers. A URL should contain all three components – the domain name, the path (the website’s location on the internet) and finally, the query string (all sorts of bonus information search engines like Google often append to a URL). For example, if your website is called ‘example.com’, your url might be something like ‘http://example.com/blog/’. The ‘/blog/’ at the end indicates that this page will appear in search engine results pages as part of a search for ‘example.com blog’. Keep things simple and user-friendly by using standard keyword phrases instead of long URLs full of complicated slashes and brackets!

Header Optimization

Using strategic h1, h2, h3, and h4 tags helps organize your content on each web page. Avoid overoptimization of header tags or “keyword stuffing” purely for ranking purposes. Also, test your optimized headers and see if your ranking higher or lower, we have a log file we keep with all of our SEO campaigns for instance. By adjusting/optimizing header tags for different keyword phrases, you can see which ones are working best for increasing traffic to the pages containing those keywords

Content Creation

It’s no secret that search engine optimization (SEO) and pay-per-click (PPC) are two of the most important marketing strategies for life science companies. However, achieving success with these strategies is difficult, if not impossible without high-quality content. That’s where content creation comes in. As a life science company, you need to create content that is both keyword rich and engaging. This means using effective ad copy that attracts attention from potential customers. Additionally, make sure your website’s analytics are up-to-date so you can measure the impact of your work. If you’re not seeing the results you hoped for, adjust your strategy accordingly!

In addition to keyword rich content, include plenty of images and video to improve CTRs (click-through rates). By doing this, you’ll ensure your content is seen by as many potential customers as possible.

Tips for creating high-quality content

When it comes to creating high-quality content, there are a few essential tips that can help you get the most out of your efforts. First, include images and videos to break up the text and make it more interesting to read. This will also help boost your website’s ranking in search engine results pages (SERPs). Secondly, make sure your content is keyword rich so that search engines can easily find it. As well as being optimized for search engine result visibility, good writing should be easy to understand for users as well. Finally, aim for an engaging and approachable tone while still maintaining professional standards.

Content Marketing

Content marketing is the process of creating and distributing content that helps your business reach its marketing goals. This can be anything from blogs, to social media posts, to e-books – the sky’s the limit!

When writing content for any purpose, it is important to keep in mind three things: 1) be original 2) making sure it is high quality 3) ensuring that what you are putting out there will help improve visibility (SEO and PPC) will eventually generate leads or sales. One of the most effective ways to measure how well your content marketing strategy is working would be through Google Analytics and the behavior report. By studying this specific report you can start identifying where potential improvements could be made. Keep in mind though that SEO & PPC are never ‘finished’ – they require regular maintenance so you do not to lose your edge over competitors.

Sales Pages

Crafting high-quality sales pages can help convert leads into customers. However, if your pages lack the right elements then they will not be as effective in converting as you would hope for. It is important to use PPC campaigns to drive traffic to your website and increase sales. Furthermore, you also need service pages that are clear about what your company offers and how it can benefit the customer. Additionally, make sure all of your content (blog posts, videos etc.) supports the sale of a particular product or service.

Match Keyword Intent

When it comes to keyword research, it is important to match the keyword intent of your website. This means that you should be targeting keywords that are relevant and helpful for your target audience. By doing this, you can improve ranking on search engines and generate more organic traffic from potential customers.

Types Of PPC Campaigns

There are three main types of PPC campaigns for the Life Sciences industry –  search, display and remarketing. Search Ad Campaigns are the most common type, as they allow companies to reach their target audience through search engine results pages (SERP). Display Ad Campaigns focus on displaying ads/banners on websites or blogs that match the keyword or phrase used in the campaign’s targeting criteria. Remarketing Ads aim to bring customers back to a website after they have left it, with the aim of selling them products or services that may be of interest to them again later on down the line.

Bid Adjustments & Ongoing PPC Optimization

It’s important to be able to adjust bids and optimize your campaigns on a regular basis in order to achieve the best results. This way, you can keep up with changes in competition while also ensuring that your ads are reaching the right people. There is no one-size-fits-all answer when it comes to bidding adjustments, as each business will have different needs and goals. However, some general tips that might help include; making sure bids are high enough to get results, optimizing for devices, location and time zone and finally demographic based adjustments. Additionally, it’s important to track how effective your campaigns are for both long term (6 months+) and short term (1 week+) optimizations using data such as clickthrough rates (CTRs), cost per conversion (CPC) ratios etc.

A/B Split Testing PPC Ads

Split testing is a great way to optimize your marketing strategy and reach your target audience more effectively. By running different versions of ads, you can determine which ones are most effective in getting people to take the desired action (converting). This will help reduce wasted ad budget while also increasing conversions!

Apart from Ads, you can also use split testing for website design and copywriting. For instance, by changing the font size or color on a page, you can see how these changes affect click-through rates (CTRs) and conversion rates. This way, you get an understanding of what impact specific tweaks have on user experience and ROI. Doing so will help identify the most effective content marketing channels for your business.

How To Boost Ad Performance

When it comes to boosting ad performance, there are two essential factors; quality score and targeting. By analyzing data in order to improve these two metrics, you can achieve better results. For example, if a particular ad doesn’t seem to be working well, you could try adjusting the messaging and keyword targets to alter the quality score. However, make sure that this change is based on sound analysis and speak with a Google representative if you think it’s an automated bot message.

Identifying CPA & Return On Ad Spend

It’s important to pay attention to ROAS (return on ad spend). This will help you make informed decisions about whether or not an advertising campaign is worth your investment. By tracking the results of your campaigns, you’ll be able to determine which ones are working and which ones need tweaking in order to achieve better results. In addition, this information can be used to optimize future campaigns as needed.

HIPPA & Legal Compliance With Adwords

When using Adwords you must always comply with all legal requirements, this includes HIPPA regulations. Make sure you have a handle on the latest updates so that any risks relating to data privacy and security are managed effectively. The entire digital marketing strategy should also be compliant with GDPR regulation. By following legal, customer information is handled securely and there is no liability in terms of how users personal data is being used.

Compelling Ad Copy That Converts

Creating compelling ad copy is one of the most important steps in converting leads into customers. Test different formats and see which ones work best for your business. You also need to keep your audience in mind when creating content, as they should be able to relate to it. By following these simple tips, you’ll be on your way to generating more sales from your marketing efforts.

Reporting & Campaign Analysis

It is important to keep track of your content marketing campaign’s performance in order to make informed decisions about further strategy adjustments. This can be done through setting up or auditing your Google Adwords Pixel, Google Tag Manager and/or Google Analytics account. With the help of custom reports based on key performance indicators (KPIs), you can get a clear idea of how well your content is performing and where improvements need to be made.

Frequently Asked Questions

Should we start with An SEO or PPC Campaign First?

It’s great to deploy both SEO and PPC simultaneously as eventually you will get the maximum conversions. However, if you are limited on budget and want quick results, it is best to start with PPC. You can understand which keywords convert and show your C-Level executives conversions in a short time period. This can help build trust between you and the agency to increase the budget thereafter. Consider starting with SEO first if you have a long term view and have sufficient budget as it takes time and has a compounding effect. Read this article to understand why you should be using both channels together.

Can you deploy SEO and PPC simultaneously?

You can do both at the same time, this is the best solution. My team and I deployed this strategy and helped a biotechnology company get acquired in 2020 based on the sheer volume of business in the pipeline. Here’s the case study.

Is there a difference between SEO and PPC when it comes to getting more customers or getting better results?

There is no definitive answer to this question as the two marketing strategies can result in different outcomes for a business. Some people believe that SEO, or search engine optimization, is more effective at driving organic traffic to a website, while PPC, or pay-per-click advertising, can result in higher clickthrough rates and increased revenue. Ultimately, it depends on the strategy that a business chooses and the specific goals it is looking to achieve.


If you’re in a senior marketing, CMO or VP role and a biotechnology or Life Sciences company and looking to take your business to the next level contact me. My team and I offer paid consultations in addition to campaigns if you’d like to see if we are the right fit. We are similar to in-house marketing team but specialists in SEO & PPC with over a decade of experience.