Most people think that if they can visibly read the text on a Web page then Google can read it. This is not always the case.
For example, Google has difficulty reading Web sites created entirely in Flash, database-driven content management systems
run by Java Script, and Web sites containing frames. These are just a few examples of Web sites that will probably not rank
in searches; most webmasters are unaware of this. The second secret of SEO: Create content that Google can read easily. The
best way to achieve this is by creating readable content and Web pages in HTML while following World Wide Web Consortium (W3C)
Secret No. 3: Laser Beam Focus
Many marketers want multiple messages to be sent simultaneously to their customers. Brochures and posters may contain several
product offerings or messages, and some business cards list five or six things the company does. Marketers often incorrectly
utilize the same strategy on a Web page. A single Web page may contain 10 different products. Now that we have implemented
SEO secrets No. 1 and No. 2, we can assume that Google trusts your Web page and can read the text. If the page is about 10
different things, then Google will reward you by ranking you for all 10. The problem is that you will rank on page 100 for
product one, page 1,000 for product two, page one million for product three, etc. If you're not on Google's first page search
results, the majority of Internet searchers will never find you.
In the world of search engines, keywords are powerful tools; they can be one word or a cluster of words on your Web page that
identifies what the pages are about. "Cholesterol" is a single keyword. "Good cholesterol" is a keyword cluster. Single keywords
are the hardest to win, but they offer the highest number of targeted visitors. Keyword clusters are easier to win, but usually
drive less traffic.
We subscribe to numerous databases that collect information on Internet searches. They tell us how many searches are conducted
daily on a given search query and how many competing Web sites are currently targeting the keyword. Two databases that I recommend
are Wordtracker and Wordze. Both are reasonably priced, easy to use, and contain a wealth of valuable search-query information.
Laser beam focus means a Web page should provide an exact match with some density to a keyword that matters to your business.
Select good keywords by guessing. Brainstorm with your SEO consultants, pharmaceutical executives, and patients then create
a list of product-relevant keywords that you believe people might search for. Use these keyword guesses to seek actual keyword
searches on the Internet.
Location, Location, Location
Web sites are like real estate. Your domain name is a plot of land. The look, feel, and functionality of the Web site make
up your hotel. Your guests represent the traffic driving there, and you want them to be able to find it. On top of that, you
want guests to enjoy their visit and share the positive experience with family and friends.
A major pharmaceutical company created a fantastic patient Web site that assisted patients in tracking their health on a daily
basis. Over the course of three years, the Web site grew in popularity as nearly 60,000 patients joined the program.
In the Internet/real estate analogy, a company purchases a piece of land and builds a great, extremely successful hotel. And
just when the hotel reaches its peak performance, the company that created it brings out the wrecking ball and returns land
to the city. The lesson: Every Web site is a valuable piece of property that gains customers over time. Each property can
refer people to other similar and beneficial properties. It's good for businesses to own and develop several properties; create
a separate Internet property for each disease that you treat.
Education, Diagnosis, Compliance
Most everyone would agree that an increase in a patient's education about his or her disease leads to better compliance. We
know that patients are turning to the Internet by the millions, and conducting searches by the billions, to look for answers
about their health. This provides the pharmaceutical industry with an unequalled opportunity to reach a targeted audience
of people who are seeking education on their specific diseases. The first pharmaceutical companies that create disease-specific
patient education on the Internet that is search engine optimized will empower patients within their target market to be proactive
about their health. Because in the end, educated and empowered patients are more likely to get treated.
Scott Wilson is president of Rank Higher and eMotion Picture Studios. He can be reached at firstname.lastname@example.org