Did you know that the size of the medical device manufacturers market in the US in 2020 was valued at $176.7 billion? A great deal of this activity is centered around the San Francisco Bay Area. Overall, the market is anticipated to have a CAGR (compound annual growth rate) of 5% between 2021 and 2028.
If you run one of the medical device companies in the Bay Area or elsewhere in the United States, you might be interested in using SEO to get more visibility for your product and achieve more sales. However, if you don’t know how to use SEO, you might be feeling stressed.
Fortunately, in this article, we’ll review how medical device companies can use SEO. Finally, you can use an SEO strategy to get more customers and sell more medical devices than ever.
Why SEO Matters for Medical Device Companies
There are two big challenges that suppliers, manufacturers, and inventors of medical devices face.
One challenge is ensuring that their potential customers have awareness of the new products that they’re putting out into the marketplace.
The other challenge is educating agents who purchase medical devices so that they can form, with them, committed partnerships.
Fortunately, by using medical device SEO, you can meet these challenges and generate qualified leads, such as ambulatory surgery centers, outpatient surgery centers, hospital ORs, and private practices.
Examples of SEO Services
When it comes to SEO for healthcare devices, there are many different services available. For example, you could put an online compendium online that makes it easy for your customers to learn about APIs, or Active Pharmaceutical Ingredients.
You could also create a resource hub for the management of prescription drug addictions. These drugs could include Adderall, Ativan, and Xanax.
You could also create a page that details common problems and their solutions as a series. You could come up with these topics based on issues that people commonly search for.
Other SEO services that could be helpful for an engineering firm’s webpage’s SEO might include infographics that are clinic-ready or a pillar page on an important industry topic.
Another service that’s useful for devices for healthcare SEO is white paper creation. If you published a white paper on groundbreaking outcomes and technology trends in your clients’ industry, this could get client attention.
Results of SEO Pieces and Articles
When a company that specializes in SEO for medical equipment and devices creates these pieces, they’ll be targeting valuable transactional keywords when they do so. Additionally, each content piece will:
- Be engaging (to your audience)
- Present original insights
- Establish your credibility (with Google)
Each of these articles will reflect your product distribution, design, and development approach. They will also help in cementing your standing in key purchasers’ eyes. These key purchasers will be at medical labs, private practices, and hospitals.
The Onboarding Process
When you hire a company such as Boomcycle that specializes in helping manufacturers improve their SEO, they’ll take you through an intake process.
First, they’ll conduct a review that’s detailed of your
- major competitors
- ideal clientele
- target audience
Second, they’ll develop a topical (often called a “keyword”) strategy with the aim of facilitating visibility for your topic and conversions. This is a data-driven strategy.
Third, they’ll assess the overall health of your website. As needed, they’ll make improvements and updates. After this, they’ll conduct a CRO, or Conversion Rate Optimization, analysis to ensure a frictionless
Fourth, they’ll implement reporting systems. These systems will be for the analytics and reporting of data. As a result, they’ll be able to start tracking conversions and clicks from your marketing channels (all of them).
Ongoing Campaign Process
Additionally, when you hire a company that specializes in helping medical device engineering firms improve their SEO, they’ll put together an ongoing campaign process for you. When doing this, there are several components involved.
They’ll produce thought leadership content for you and publish it. This will be done regularly and according to a set schedule.
Additionally, they’ll consult with you regarding several elements. These elements include leads, outcomes, and the progress of the campaign.
They’ll also identify other ways you can capitalize on other marketing channels’ content. These channels include social media and email.
Finally, they’ll generate reports. One of these will be every month. This report will be on KPIs.
Another report they’ll generate is a quarterly report. This report will be on rankings, conversions, and user engagement.
SEO for Medical Device Companies
If someone’s looking for a medical device, they need to find a reputable company that sells high-quality medical devices. However, they aren’t going to find yours if you haven’t optimized your SEO. We’ll review here how you can use SEO for medical device companies.
What is SEO?
Search engine optimization, also known as SEO, is a process made up of several steps that makes it possible for your website to improve its search engine exposure. This will, in turn, make it more likely that you’ll get more clients.
Some more advanced SEO companies may even include on-page SEO “hyper-optimization”, which is a process that analyzes your content as well as the content of the Top 3 ranking pages, and gives you a clear road map of how to make the information on your page more appealing to Google.
How Does SEO Work for Medical Device Companies?
When you implement these steps well, you make it likely that pages from your website will show up higher in results pages.
This, in turn, makes it more likely that clients will find you when they complete an online search related to the medical devices you sell or a related subject. It will also improve your authority and hence, your share of voice in your industry.
What’s the First Step in SEO for Medical Device Companies?
The first step medical equipment companies or any other type of company have to take comes before doing SEO work. First, you need to make sure that you have Google Analytics installed on your website—and that Google Search Console is connected as well.
These free tools will make it easy for you to get accurate reporting regarding your SEO efforts. With them, you can know whether your SEO efforts are working.
To use these free tools, you need to have a Google account. Another tool you might consider using is Google Tag Manager (GTM) to help organize all the various tags (Facebook and LinkedIn remarketing, heat map systems, etc.) that your CMO would like to utilize.
GTM can help you in managing your codes and tracking pixels going forward.
Note that, if you already have an account with WordPress, Wix, Squarespace, or heaven forbid, Drupal, the setup of these tools works a little differently. Find guides online to set up these Google tools within these.
Keep in mind that you should never give permission to someone else to have ownership of your business’s Google account. This is a red flag if an SEO company asks to do this. You should be able to easily “share” access with your SEO agency’s accounts.
What Data Should Medical Device Companies Pay Attention to in Google Analytics and Google Search Console?
When you use these Google Search Console and Google Analytics, there are two analytics types you should pay the most attention to. One is goal completion source and the other is traffic by source.
What’s the Second Step in SEO for Medical Device Companies?
After you’ve set up your reporting tools, you should complete the second SEO step. In this step, you’ll have to claim your business in local business directories (and other directories) and optimize it, too. This is especially important if most of your clients are in one local area near you.
To get started, focus on your Google Business Profile, formerly known as “Google My Business”. If you don’t have a profile on here already, create one. Having a GBP account can help you to regionally rank in several ways.
Traditional Search Results Listings
First, your business will be able to rank in text listings on search engine results pages, or SERPs. This means that, whenever someone makes a search, they’ll be more likely to come across your content first and decide to go to your website instead of someone else’s.
Second, it having an optimized Google Business Profile will make it more likely that you’ll have good local map listings. If someone is looking up a medical devices company near them, they’ll be more likely to come across yours. Even if you’re a global company, a good GBP can serve as a point of recruitment and potentially attract local biotech investment, as what happened in Santa Cruz, California in early 2020.
Your business might also show up in featured snippets. These appear at the very top of search results and are larger than the others. This makes them more attractive to people completing a search—making your business more visible than your competitors.
A knowledge panel is a small box that pops up when you’re looking for an entity (things, organizations, places, people) that’s in the Knowledge Graph. If a knowledge panel appears, this will make searchers more likely to be interested in buying medical devices from your company.
What’s the Third Step in SEO for a Medical Device Company?
The third step you should undertake when improving your medical device company’s SEO is to optimize the content on your website. There are basic SEO rules to follow when you’re doing this. The first rule is to prioritize prominence.
This means that you have to focus on optimizing the areas of your website that are the most visually prominent. This might include content that should appear higher on a page.
It might also include content that your clients or prospective clients are more likely to visit or access when on your website. Finally, it might include content that stands out because of its style.
Rule Two: Stay Focused
When optimizing your website’s content, the second rule is to stay focused. Every single page of your website should have a specific focus and you shouldn’t stray too much from that topic. For example, this blog post is about SEO for medical device companies.
If you wanted to learn about something else, you wouldn’t expect that to be. on this page. Staying focused helps meet the expectations of website visitors.
This is helpful when it comes to user intent. This is important if you want people who click on links in search results pages to get what they’re expecting when they get to your website.
Rule Three: Stay Unique
When you follow this rule, you aren’t using the same content on the different pages of your website. Even though it can be easier to copy/paste what you have on one page to another one, Google isn’t receptive to it. Your clients won’t be, either.
The copy that appears on every page of your website should be keyword-optimized and unique.
Rule Four: Be Client-Centric
To follow this last rule, you need to make sure that the copy you’re writing for your pages is for your clients. While this might seem obvious, many businesses make the mistake of creating content with Google in mind instead of their clients.
However, keyword stuffing is far less effective than high-quality content that addresses user intent. So be client-centric when you create your content so that your website pages will be more likely to appear higher up in SERPs.
Is That Everything? What Other Things Should Medical Device Companies Do for SEO?
By monitoring, optimizing, and claiming your GMB profile, your business will show up, more frequently, when people complete searches. Additionally, you’ll have more control over what appears online regarding your business.
Many businesses make the mistake of not doing this. As a result, the hours of their business, phone number, or address, might be incorrect. This can be bad for business.
Claiming and Optimizing Your Google Business Profile
There are several different steps manufacturers of medical devices should take to optimize their Google Business profile. First, you should claim the profile itself, whether someone else has claimed it or whether you need to create it and then claim it.
Second, ensure that your business name is represented accurately. Additionally, in your business name, include keywords.
Third, ensure that you’ve linked to your website correctly. Fourth, update your hours and contact information. Fifth, upload relevant photos.
These could include photos of your office. It’s also smart to include photos of the products you sell, as this is something clients might be interested in looking at.
Sixth, write a short GMB description of your medical device company. When you do this, include keywords in a natural way.
Seventh, set up a schedule with alerts to create posts for your GMB profile. These posts should be social media-like and on the shorter side.
Eighth, share discounts, incentives, and promotions. Ninth, reach out to clients you’ve sold devices to in the past and ask them to leave you reviews on your business’s GMB page.
To ensure that you keep getting good reviews, reach out to clients right after they’ve bought your products to ask for a good review. Ratings and review text can make a difference when it comes to some rankings.
Even though Google Business Profile is incredibly important, there are other directories where you might want to create, claim, and optimize your business profile. These other directories include Bing Places, LinkedIn, Apple Maps, Facebook, and Yelp.
Additionally, if there are any medical device company industry directories, you should ensure that you’ve created, claimed, and optimized your business profile there, too.
Want Help With Your SEO?
Now that you’ve learned about SEO for medical device companies, you might have decided that you want help with your SEO. In this case, you should look no further than Boomcycle Digital Marketing. We’re experts when it comes to SEO.
The SEO-specific services we offer include hyper-optimization and services for B2C and B2B brands.
Additionally, we offer digital marketing services such as Google Ads, content marketing, Google Maps marketing, and more. To learn more about how we can help you, contact us now.