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Advice You - Chapter 4- A Focus on Natural Search (Beginner's Guide to SEO)
In this Chapter, we'll be taking a closer look at what Search Engine Optimisation is all about, what it entails and how is it done.
This chapter will not make you an SEO expert. It will however lead you down the path to the door of SEO knowledge. It will give you a good idea about what the SEO process involves, some of the key areas of focus, and explain some of the main concepts.
What's the Big Deal about Search?
The Internet is a very competitive environment, with literally billions of pages in existence. So how does anyone find the page they're after? Web users fin
This chapter will not make you an SEO expert. It will however lead you down the path to the door of SEO knowledge. It will give you a good idea about what the SEO process involves, some of the key areas of focus, and explain some of the main concepts.
What's the Big Deal about Search?
The Internet is a very competitive environment, with literally billions of pages in existence. So how does anyone find the page they're after? Web users fin
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
d what they need primarily via search with the daily search volume numbers in the hundred millions.
So, if you want your website to generate a significant amount of traffic, it needs to be listed on the major Search Engines and listed high up enough to be seen. Statistics show that users are not likely to view listings beyond the first 30 results, with the top 6 (above the fold) listings enjoying the lion's share of clicks.
Beyond just traffic, a high ranking website is valuable for brand perception; web users often perceive Search Engine results as an indicator of authority. <
So, if you want your website to generate a significant amount of traffic, it needs to be listed on the major Search Engines and listed high up enough to be seen. Statistics show that users are not likely to view listings beyond the first 30 results, with the top 6 (above the fold) listings enjoying the lion's share of clicks.
Beyond just traffic, a high ranking website is valuable for brand perception; web users often perceive Search Engine results as an indicator of authority. <
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
br>
What Search Engines do:
•Crawl the web (via spiders)
•Index web documents/pages
•Process user inputted queries
•Serve results based on an ordered list of indexed pages (rank)
What SEO does:
•Identifies key phrases to target, based on search popularity or frequency of those terms.
•Creates accessible content to target those key phrases
•Builds links to lead Search Engine spiders to the content
Of course, that's a simplification. But simple is a good start.
Key questions that SEO needs to answer:
•Is the content relevant?
•Can t
What Search Engines do:
•Crawl the web (via spiders)
•Index web documents/pages
•Process user inputted queries
•Serve results based on an ordered list of indexed pages (rank)
What SEO does:
•Identifies key phrases to target, based on search popularity or frequency of those terms.
•Creates accessible content to target those key phrases
•Builds links to lead Search Engine spiders to the content
Of course, that's a simplification. But simple is a good start.
Key questions that SEO needs to answer:
•Is the content relevant?
•Can t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
he Search Engines' spiders find the content?
•Is the content accessible for the spiders once they've found it?
•Are our pages ranking?
•Are we driving traffic with these rankings?
Creating Relevant Content
We're starting with content because really, content is the most important part of your website. Any value that it adds needs to be added through good, relevant content.
We do this by identifying the key phrases to target:
Keyword research tools allow you to get an indication of the popularity of various search terms. Additionally, you also need to check the level of
•Is the content accessible for the spiders once they've found it?
•Are our pages ranking?
•Are we driving traffic with these rankings?
Creating Relevant Content
We're starting with content because really, content is the most important part of your website. Any value that it adds needs to be added through good, relevant content.
We do this by identifying the key phrases to target:
Keyword research tools allow you to get an indication of the popularity of various search terms. Additionally, you also need to check the level of
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ompetition for those terms. Armed with this information, you can now put together a comprehensive keyword strategy for your SEO campaign.
Various aspects of keyword research:
1) Search volume - This is an indication of the popularity of a search term.
Some useful Keyword tools include:
•Keyword Discovery
•Wordtracker
•SEObook Keyword Tool
•Digital Point
There are lots out there. Give a couple of them a try and decide which ones you like. A high-ranking on a popular term can deliver a lot of traffic but popular terms are also likely to be more competi
Various aspects of keyword research:
1) Search volume - This is an indication of the popularity of a search term.
Some useful Keyword tools include:
•Keyword Discovery
•Wordtracker
•SEObook Keyword Tool
•Digital Point
There are lots out there. Give a couple of them a try and decide which ones you like. A high-ranking on a popular term can deliver a lot of traffic but popular terms are also likely to be more competi
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
tive.
2) Competitiveness - For very competitive terms, where there are many websites vying for a rank, a strategic decision needs to be made regarding whether or not to target that term. More competitive terms are usually set aside as part of a longer term SEO strategy, with the less competitive terms being favoured in the short to medium term. An SEO strategist needs to make these decisions based on the ratio of searches to competitors and decide on its viability considering that particular term's propensity to convert.
3) Propensity to convert - Conversion remains the ultimate goal of any webs
2) Competitiveness - For very competitive terms, where there are many websites vying for a rank, a strategic decision needs to be made regarding whether or not to target that term. More competitive terms are usually set aside as part of a longer term SEO strategy, with the less competitive terms being favoured in the short to medium term. An SEO strategist needs to make these decisions based on the ratio of searches to competitors and decide on its viability considering that particular term's propensity to convert.
3) Propensity to convert - Conversion remains the ultimate goal of any webs
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
ite. We want our users to take a certain course of action. When selecting key phrases to target, it is important to consider the likelihood of those terms leading to a conversion. To what extent does the search term give us an insight into the mind of the searcher? At what stage of the buying cycle are they currently?
By creating a bias towards phrases with a high conversion rate, we maximise the ratio of visitors to customers. With your keyword strategy in place, you now know what kind of content your site needs.
Some important points about content:
•Use your content to creat
By creating a bias towards phrases with a high conversion rate, we maximise the ratio of visitors to customers. With your keyword strategy in place, you now know what kind of content your site needs.
Some important points about content:
•Use your content to creat
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
an obvious site theme.
•For more competitive search terms, you'll need to create a hierarchical structure of supporting content, again reinforcing the theme.
•The better the quality of your content, the more leverage it will afford you for later on in the process.
•Remember, conversion is your website's ultimate goal.
On Page Indicators of Relevance
Meta Data
•Meta Keywords - Meta keywords were, a long time ago, pretty much the BIG thing in SEO. These days the Meta Data are far more peripheral in their importance. Primarily they act as an indicator of a webpage's theme.
•For more competitive search terms, you'll need to create a hierarchical structure of supporting content, again reinforcing the theme.
•The better the quality of your content, the more leverage it will afford you for later on in the process.
•Remember, conversion is your website's ultimate goal.
On Page Indicators of Relevance
Meta Data
•Meta Keywords - Meta keywords were, a long time ago, pretty much the BIG thing in SEO. These days the Meta Data are far more peripheral in their importance. Primarily they act as an indicator of a webpage's theme.
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
Keep them relevant to the content on your page.
•Meta Description - Many Search Engines use the meta description paragraph as the descriptive snippet below your page link on the SERPs (Search Engine Results Pages). Bearing that in mind, these few lines of copy are perhaps among the most important of your page. The more compelling, the more likely you are to get a good click through rate (CTR). Ultimately, this has positive repercussions for your rankings and traffic stats.
Title Tags
Title Tags are the primary indicator of what you web page is about. They are also important since they
•Meta Description - Many Search Engines use the meta description paragraph as the descriptive snippet below your page link on the SERPs (Search Engine Results Pages). Bearing that in mind, these few lines of copy are perhaps among the most important of your page. The more compelling, the more likely you are to get a good click through rate (CTR). Ultimately, this has positive repercussions for your rankings and traffic stats.
Title Tags
Title Tags are the primary indicator of what you web page is about. They are also important since they
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
are displayed above your page description on the Search Engine Results Pages.
Header Tags
Header tags are used to create a hierarchical page structure and act as an indicator of page theme. You should be using these to structure your page and use keywords to indicate relevance to your chosen target phrase for that page.
Keyword Density
Keyword density is a measure of how many times your key phrase occurs on your page in relation to the total number of words. The key here is to keep it reasonable. Keyword density is an indicator of relevance of your content to the
Header Tags
Header tags are used to create a hierarchical page structure and act as an indicator of page theme. You should be using these to structure your page and use keywords to indicate relevance to your chosen target phrase for that page.
Keyword Density
Keyword density is a measure of how many times your key phrase occurs on your page in relation to the total number of words. The key here is to keep it reasonable. Keyword density is an indicator of relevance of your content to the
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
argeted phrase. There's no magic percentage figure, but if you read the copy and if sounds overdone, then you need to reduce your keyword density.
Bolding/Strong and Italics/Emphasis
Bolding and italics serve a primary purpose as a means to indicate bits of text that should be emphasised. In web copy, which is usually rapidly skimmed by users, bolding and, or italics make copy easier to read and understand. Additionally, they act as an indicator of relevance for specific terms. So using these techniques helps both users and Search Engines, which should always be your aim.
Alt Tags f
Bolding/Strong and Italics/Emphasis
Bolding and italics serve a primary purpose as a means to indicate bits of text that should be emphasised. In web copy, which is usually rapidly skimmed by users, bolding and, or italics make copy easier to read and understand. Additionally, they act as an indicator of relevance for specific terms. So using these techniques helps both users and Search Engines, which should always be your aim.
Alt Tags f
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
or Images
Search Engine spiders can't read images. So to help them along, we use alt tags to describe the images. With images that are relevant to the key phrase, we help improve relevance of our page when alt tags are used properly.
Bullets
Bullet points make it easy to convey your point quickly and concisely. This makes it convenient for your reader, looking to scan and get the just of your content. If it's good for your users, it probably good for your rankings and that's the case in this instance. Use bullet points for the layout of your content to make clear what the theme
Search Engine spiders can't read images. So to help them along, we use alt tags to describe the images. With images that are relevant to the key phrase, we help improve relevance of our page when alt tags are used properly.
Bullets
Bullet points make it easy to convey your point quickly and concisely. This makes it convenient for your reader, looking to scan and get the just of your content. If it's good for your users, it probably good for your rankings and that's the case in this instance. Use bullet points for the layout of your content to make clear what the theme
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
of your page is.
OK, so now the site has some great, original, relevant content. The theme of your pages is clear. I guess it's just a case of sit back and wait for the traffic, right?
I'm afraid not.
The next most important step is to make sure that your great content gets found because even the best content is of no value if it can't be found.
Important Accessibility Issues
First things first. Before worrying about anything else, make sure the housekeeping has been done. Clean up broken links, invalid HTML and other code and minimise webpage file sizes.
OK, so now the site has some great, original, relevant content. The theme of your pages is clear. I guess it's just a case of sit back and wait for the traffic, right?
I'm afraid not.
The next most important step is to make sure that your great content gets found because even the best content is of no value if it can't be found.
Important Accessibility Issues
First things first. Before worrying about anything else, make sure the housekeeping has been done. Clean up broken links, invalid HTML and other code and minimise webpage file sizes.
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
With the basics taken care of, you can start worrying about the rest:
Clean URLs
Spiders don't like messy URLs - Your URL needs to be descriptive yet as brief and "clean" as possible. Dirty URLs are those which use too many dynamic parameters. These can be troublesome for Search Engine spiders, making it less likely that they will properly crawl your site.
Frames
Frames are evil. Don't use them unless you really, really need to. And trust me, you don't need to. Frames cause major issues for Search Engines, and as a general design technique, they're bad
Clean URLs
Spiders don't like messy URLs - Your URL needs to be descriptive yet as brief and "clean" as possible. Dirty URLs are those which use too many dynamic parameters. These can be troublesome for Search Engine spiders, making it less likely that they will properly crawl your site.
Frames
Frames are evil. Don't use them unless you really, really need to. And trust me, you don't need to. Frames cause major issues for Search Engines, and as a general design technique, they're bad
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
news. The use of tables or CSS is far better.
Flash
Flash websites are another no-no. Yes, they can look good, and are often visually impressive. Unfortunately though, their content is largely invisible to Search engine spiders. Clever designers incorporate flash elements into their content-based web pages, creating a site that offers both the visual strength of flash and the content bias of HTML based pages.
Feeding the Spiders - Links
Now that we've created a website that is full of relevant content and is search engine friendly, allowing the spiders to
Flash
Flash websites are another no-no. Yes, they can look good, and are often visually impressive. Unfortunately though, their content is largely invisible to Search engine spiders. Clever designers incorporate flash elements into their content-based web pages, creating a site that offers both the visual strength of flash and the content bias of HTML based pages.
Feeding the Spiders - Links
Now that we've created a website that is full of relevant content and is search engine friendly, allowing the spiders to
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
crawl and index, we need to make sure the spiders come crawling. Spiders crawl pages that they find via a link from another page they were crawling. So if you want something crawled, make sure it's being linked to.
That's where links come in. Links play a huge role in SEO;
•Inbound links (IBL) are perhaps the most significant single factor influencing rankings.
•Outbound on page links help establish relevance to your page theme.
•Interlinking of your pages, both via content and via your navigation, helps establish the relationships between your pages, bolstering the themes you are tryi
•Inbound links (IBL) are perhaps the most significant single factor influencing rankings.
•Outbound on page links help establish relevance to your page theme.
•Interlinking of your pages, both via content and via your navigation, helps establish the relationships between your pages, bolstering the themes you are tryi
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ng to establish.
Inbound Links
Search Engines want to provide users with results that are both relevant and important. While to some extent relevance can be gauged by on page factors, as mentioned above, it's what other "people" say about your site that is a real indicator of what it's about. Inbound links are these "votes from other people". Search Engines consider an inbound link as a vote for your site. Lots of votes from sites, which are in turn considered authoritative within your niche, create an indication of importance and relevance.
Outbound Links
Links
Inbound Links
Search Engines want to provide users with results that are both relevant and important. While to some extent relevance can be gauged by on page factors, as mentioned above, it's what other "people" say about your site that is a real indicator of what it's about. Inbound links are these "votes from other people". Search Engines consider an inbound link as a vote for your site. Lots of votes from sites, which are in turn considered authoritative within your niche, create an indication of importance and relevance.
Outbound Links
Links
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
n a page provide some indication of the theme of that page. Lots of links out to irrelevant sites might be detrimental to your ranking. Links to relevant authority sites can be useful to your visitors and help establish the page's relevance on the topic. Interlinking
Carefully considered interlinking of pages is important for creating defined themes within your site. For important and competitive key phrases, it's useful to create content pages which link to and support the pages you want to rank well.
Sitemaps
An on-site sitemap is a web document, which lists all the pages y
Sitemaps
An on-site sitemap is a web document, which lists all the pages y
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
ou'd like the Search Engine spiders to find. This is a good method of getting a reasonably deep crawl on your site.
An XML sitemap is a document submitted to a Search Engine, informing them of your content. It's a bit like a note to the spider saying,
"Dear Spidey, I've put out some yummy new content for you to enjoy. This is where you'll find it"
Link Building
The process of generating inbound links is a highly specialised and involved practice, which we cannot explore here in too much detail. There are many different means of building links. Links are not all created equal
Link Building
The process of generating inbound links is a highly specialised and involved practice, which we cannot explore here in too much detail. There are many different means of building links. Links are not all created equal
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
and as a general rule, the most valuable links are not easy to obtain - if they were, they'd not be as valuable as they are.
The most valuable links are those which come from authority sites, relevant to your targeted key phrases. Links can be gained by request, content exchange and a number of other initiated means.
Perhaps the best strategy for link building is to create content of exceptional value - valuable content becomes a link magnet, attracting links by virtue of its usefulness to others. In a later chapter, we'll look specifically at link creation through valuable, viral content
Perhaps the best strategy for link building is to create content of exceptional value - valuable content becomes a link magnet, attracting links by virtue of its usefulness to others. In a later chapter, we'll look specifically at link creation through valuable, viral content
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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