What Matters 2021: Issue #2

2 min read

Overheard at GMM HQ

"SEO is not a trick. If you can't find your website, then chances are your audience can't either.” — Sabrina Hasbanian, on the SEO marketing opportunities and insights for life science companies.

The Cookie Recipe You Need To Know

If your business or brand has a website, then you need to know the latest updates on The Cookie Law to ensure you are both CCPA and GDPR compliant. First things first, what is the Cookie Law or should we say “recipe”? The Cookie Law is a piece of privacy legislation that requires websites to get consent from visitors to store or retrieve any information on a computer, smartphone, or tablet.

Make It Matter

Life science companies are using cookies in a variety of ways to improve user experience between visits. Many life science companies are able to save settings, account profile preferences, and increase the speed and security of their website through a variety of different types of cookies.

Most life science companies collect two types of information from their consumers: protected health information (PHI) and personally identifiable information (PII). These types of information can be sold to third-party cookie vendors for marketing purposes, however, in 2019 Google declared they would be phasing out the selling of all third-party cookies by 2022 to become GDPR compliant. In order to keep trust with your consumers and create a fast and secure website, while still optimizing user experience, healthcare companies need to optimize their first-party cookies. Start by doing a cookie audit, essentially seeing exactly what information you are collecting and making sure it is being utilized to create a valuable user experience for your consumers. Throw out all the “bad ingredients” such as third-party cookies. In order to enhance first-party cookies, our team at Grey Matter Marketing creates targeted advertising campaigns using search engine marketing (SEM) and informed keywords to increase page ranking and create a more trustworthy and secure site for consumers.

Your Smart SEO Guide for Life Sciences

If you are looking to increase traffic to your website, increase conversions, ramp up your lead generation, improve search engine ranking and overall awareness then you need, and we cannot stress this enough, to optimize your search engine optimization (SEO). Our SEO Digital Marketing Guide is a great place to begin to learn how you can better optimize your SEO through mastering keywords, on-page ranking factors, and link building.

Make It Matter

It is an understatement to say the life science and healthcare industry is a crowded space, so how are you able to stand out and foster relationships with consumers? Start by optimizing your technical SEO. According to research, 77% of website engagement for life science companies is through organic search. Further, the average bounce rate for life science companies' websites is reported to be from 44% to 66%. This means consumers are arriving at your homepage and not sticking around for very long. SEO allows for your company to leverage keywords and title tags from each of your landing pages that will keep consumers on your website longer, encourage them to interact with your brand, and, if everything is successful, lead to a conversion.

Bonus Point Opportunity

Stick around for only 45 more seconds! We're eager to learn more about your company's SEO practices and preferences. To gather these insights, we crafted a few simple questions about your SEO experience. We would really appreciate your feedback on this anonymous survey.

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