Search engine optimization (SEO) involves more than simply adjusting title tags and meta information on your website. SEO for your biotech marketing program requires two distinct and equally important strategies: on-page SEO and off-page SEO.
To get found by the search engines and increase your targeted website traffic, you need to consistently create new content that your potential customers will find valuable. This content must be optimized correctly and promoted on your website, blog, and through social media marketing. On-page SEO is the process of optimizing all your online content.
Search engines like optimized content, but they also reward websites for having inbound links, also known as backlinks. Off-page SEO is all about inbound links. These are links that people have made from their websites to your website or blog. For example, you post an interesting blog article then share it on LinkedIn. An industry blog or news article then refers to your blog article (via a link) in one or their articles, and you have earned an inbound link. You can also utilize more direct strategies for inbound link building such as requesting links from customers and vendors, or submitting your website to directories.