It’s all about the Content

…and the Frequency

…and the Backlinks

Jason Brown, Vice President Digital Media

jason.brown@ubm.com
twitter.com/canonemedia
 You need to think about what people enter
into Google/Bing/Yahoo

 Use Product Names and Model Numbers,

Products and Services on a more frequent
basis

 Write content and descriptions for the search

engine – link to a PDF for the “Marketing
Pitch”
 Video content is highly prized by search engines,
it's harder to create unique video content than it
is to borrow/copy content from somewhere else
on the web

 Remember to describe the video – including the

file name.

 Upload it to YouTube, Vimeo, Facebook, tweet

about it!

 Go Easy on Flash!
 Use words unique to your brand/product -
not just home/about us/contact us etc

 Use a quality CMS (Content Management

System) such as Wordpress, Joomla, Drupal -
all open source
 Get your product managers and marketing team
blogging/tweeting/FBing/LinkedIning about your
products - weekly at a minimum

 Also make sure they are commenting on media

sites such as MDDI or MED - include company
name or branding in comments or as user name

 Get listed on relevant online directories: Qmed,

ThomasNet, GlobalSpec - at the very least, grab a
free listing.
 Create and manage multiple 3rd party blog pages – use blogspot,
squarespace, MSN etc and have them all link to your original
content

 Create a company page on Wikipedia

 Translate your site – We don’t all speak English!

 我不讲英语!
 Ich spreche nicht Englisch!
 나는 영어를 말하지 않는다!
 ¡No hablo inglés!

 Search to see who is writing about you, link to them – ask them
to link back

 Submit Press Releases to the media

 Purchase Adwords wisely
 Don’t choose generic, single words
 Think about what users are searching for

 Use Google’s Predictive technology to see

what people are commonly typing/searching
for related to your product/service
 Google Page Rank

Ad Units Per Page

Compete Visitors

Twitter Followers
Content Pages

Mobile Edition
Inbound Links

Locked Down
Content

Tweets
RSS
Brand
Pharma Websites (example report)

MMM-Online 6 6,710 155 12,165 4 N N Y 1,088 285

PharmaExec 6 N/A 112 2,971 4 N N Y 1,478 140

FiercePharma 6 6,920 767 27,165 3 Y Y Y 3,208 3,332

Coreynahaman 6 245 276 64,980 - N N N - -

FindPharma 5 1,270 26 21,679 5 N N Y 565 326

PharmaVoice 5 1,030 200 4,258 2 Y N N 1,337 98

PM360Online 5 257 57 N/A 4 Y N N 349 643

PharmaCommerce 4 790 60 115 6 N N Y 72 44

PharmaLot 6 8,060 1,080 25,526 2 N N Y 3,521 3,271

PharmaLive 6 7,150 324 14,999 5 Y N Y 1,733 691

CafePharma 5 65,000 172 70,010 4 N N N 3,602 10,410

FirstWord 3 1,330 10 5,812 2 Y Y Y 2,131 4,570

 Web Analytics:
◦ Google/Omniture/WebTrends/CoreMetrics

 Competitive Checker:
◦ Compete.com
◦ Quantcast.com
◦ SEOChat.com
◦ Hitwise.com (subscription)
◦ Google Page Rank on Toolbar

 Site Analysis
◦ Google Webmaster Tools
 Use Crawl Checker
 Verify Site with Google
 Use Lynx Browser to “see” what your site looks like
 Links Content
Usability &
inbound & Text / Video / Frequency
Design
outbound PDFs

Good SEO