Marketing Strategies SEO

Content and Keyword Strategy 2017

content and keyword strategy 2017
content and keyword strategy 2017

Content & Keyword Strategy 

Pharmaceutical industry Example:

The Content and Keyword Strategy is a vital part of the online success of the website. The main function is to optimise the current infrastructure to increase the number of users viewing Pharma content and give them a referral.  We also have the task of researching and identifying untapped demand, and for the creation of new web properties or online channels that will focus this demand towards a pharmacy website. This may require the building of new pages, A/B Testing landing pages, new sites, and domain purchases to ensure control of the subsequent user journeys.

In summary, with your Keyword Strategy if a user is searching for anything connected to medicine, pharmaceuticals, medical processes, etc. A landing page should be offered.

Search Listings

The pharmacy websites will be found using natural search listings and paid search, the user is already leveraging Google’s ‘recommendation’ implicitly as the relevancy and results listing is managed by their algorithm, continuing that trusted site and relevancy approach is logical and effective.

The development team will optimise the current site through the management of the technical backend site infrastructure, effective management of inward links, and predominantly through the creation of high-value content.

The team structure then supports these goals. To define opportunities, content writers to create and curate articles, define new keyword opportunities and social media posts. Developers to enhance on-site SEO and CMS upgradable actions.

The performance will be tracked using several metrics, most notably traffic.  We will also track the keyword effectiveness.

The SEO manager is responsible for driving new organic traffic to the sites and improving performance across websites portfolio. This includes on-site SEO, new search term variables, and link building strategies to leverage google trending to bring in new search term traffic. Although this is for Organic search, this also works together with keywords used by the Paid search campaigns.

Website Objective’s

We research our competitors, new keywords, and calculate the estimate of the volume of traffic per month using Google Keyword planner and Google Trends. Once identified as a top related search term, a content strategy is then created using keyword density, and various SEO factors, to rank our landing pages above our competitors and ideally position 1 of the search engine. In time we want to achieve a Google rank for that specific page, the higher the page rank the better the results we will have with visitors and this also means Google has identified our pages as strong informational content.

Once we have the content and best SEO practice in place, we can then target a demand to the user. The benefit of the pharmacy websites is that we can target personal and professional users, and identify a genuine need for medical products that are on the market.


Site’s Reporting

Analytical data is critical to the website success. We must ensure out content, pages and sites are not breaking any guideline’s or Google algorithm standards. The focus we have is via new content and driving the organic visits to our webpage.

Google Analytics:

Analytics provides us with detailed information. We can determine:

  • Real-time & Past Visitors we have on the website or page.
  • Referral traffic.
  • Bounce rate and Average duration on the site
  • Browser, OS, Mobile, Device
  • Keyword Search Queries
  • Track conversions
  • User Behaviour

With this information, we can track our keywords to specific pages, track our efforts and monitor the increase on new pages or new landing pages specific to the keyword.


Webmaster tools/Google Search Console:

Google webmaster tools provide detailed information into search queries, impressions and previews of structured data. We can monitor average keyword position with daily change. The aim of each query is to have them on top of the search pages, so the impressions show the CTR (Click through Rate), the improvement on impressions will result on a higher CTR that will determine more visitors from the search engines to our search query page.

Other tools used to monitor search term keywords, we would use ahrefs or moz of which would supply ranking data on all search engines for a specific search term, such as Bing, google, yahoo, ask, excite, and we can also target other countries if we intend to translate our content in the future. is a good website benchmarking tool. We can identify various opportunities such as:

Domain Rank

URL Rank

Organic Keyword movements

Competitor Analysis (Good for competitor research for creating link profiles)

Backlinks and much more:

keyword strategy 2017
keyword strategy 2017


Keyword Strategy

Pharmaceuticals audience is searching for specific information regarding the latest medicine or medical cure on the internet. Depending on the keyword or long tail search term, they should be given the choice to review the product with technical white paper information on the medical nature of the medicine.

To find new keywords we must identify new and existing high volume keywords. In fact, most keywords are beneficial if we can place them on top of the organic search query. However, we need to improve overall conversion, so the more specific search term the end user searches for, we should give them the supply landing page or specific content for that information.

Firstly, we start our research using Google Keyword planner. Keywords will be associated with the brand and medical product the will want to promote at the time of launch.

Using some generic top 3 keywords we can identify thousands of high volume keywords.

  • Pharmaceuticals
  • Clinical trials
  • Medicinal cures
content strategy 2017
content strategy 2017

Once we click “Get Ideas” we are then given ad group ideas with a myriad of keyword suggestions.

marketing content strategy 2017
marketing content strategy 2017

Competition shows the average volume of traffic, ideally, we would need a high volume of traffic with a Low competition. If we have low competition this means, we can probably rank easier for that suggested keyword via our landing page or content product review page. This, however, is still a competitive landscape and low competition will not necessarily mean that it will be easy to target 1st page for these keywords.

We can narrow the keyword search down to specific brand and medical product.

keyword research 2017
keyword research 2017


Example: Keyword: clinical trials – Average volume of traffic is a broad volume of estimated searches. Combines with other long-tail keywords will target more than 1 keyword.

Once we have identified or exported the list we can do further research using Google trends.

Researching Google Trends:

We also use Google Trends to identify how the keyword is performing over time.

keyword trends 2017
keyword trends 2017


The Keyword: clinical trials, shows its Geolocation is more popular in the United States, so if we had variants of this keyword in other languages there would be little need as the probability search is the US located

As the trend of +200% for the query of “currency calculator” ideally a landing page and content page must be made using SEO density to ideally create a user demand on the search engines.

keyword strategies 2017
keyword strategies 2017

Keyword Strategy Summary:

Using Google Keyword Planner and Google trends we can identify top volume traffic keywords that we can use for the content strategy campaign. We can also identify regional interest and forecast.

Each of the Queries should have a title of the actual query. Content should be them made using the main keyword within the content using keyword density for SEO purposes. We are also able to track performance on each page via webmaster tools and Google Analytics. Webmaster tools can track impressions, CTR average position on Google for the keyword from the organic search query.


organic search queries 2017
organic search queries 2017

Content & SEO Strategy

The intention is to raise awareness on the search engines to drive organic visits to Nitro pharmacy websites and create conversions or the need to expose a product within the niche industry.

Our initial research starts with keyword recognition to a web page. We research on new keywords relevant to our search terms. Once identified we can then build research on the specific search term and compare estimated traffic data supplied by Google Keyword Planner.

If the initial research shows that we have found a reasonable trend in the “desired keyword” we build our research and articles from data collected around the internet.

Technical data or graphs showing currency trends will be added to the web page, and a Marketing content approach will be added depending on the term. The marketing approach is to ensure the user; that if they have a query to our search term; we could offer them a solution to their currency solution.

Our content writers will then place the information into a user-friendly article, and link back to our landing page. This gives our data more “Link Juice” and users who are referred from our content to the technical solution. I.e. referral to the product, then will assume they have trust into our knowledge of this area and demand a solution.

On-site Metadata will be added in the background of the web page with relevant keywords that would be associated with the general search term. This helps the search engine crawl our websites and rank our new pages accordingly. Sitemaps are then updated to webmaster tool’s to further let google know we have a new web page.

A complete SEO Keyword Strategy will integrate these factors into a single cohesive plan. When the code on the website is optimised, it must be done with the keywords that are being targeted on that page (content), and the links pointing to the page should enhance that page’s authority by coming from authoritative pages and incorporating targeted keywords in the anchor text.

The search engines constantly strive to improve their performance by providing the best possible results. While “best” is subjective, the engines have a very good idea of the kinds of pages and sites that satisfy their searchers. Generally, these sites have several traits in common:

  • Easy to use, navigate and understand
  • Provide direct, actionable information relevant to the query
  • Professionally designed and accessible to modern browsers
  • Deliver high quality, legitimate, credible content (Unique Content)

Despite amazing technological advances, search engines can’t yet understand text, view images, or watch a video the same way a human can. Thus, to understand, they rely on Meta information (not necessarily Meta tags) about sites and pages to be able to rank the content. Web pages do not exist in a vacuum – real human beings interact with them. Search engines use data to “observe” how people engage with web pages using heat maps from Google Analytics, and this gives us incredible insight as to the quality of the pages themselves.

The content must be informative, credible and using “keyword density” or “Keyword Targeting” we can then inform the search engines that we care adhering to the google algorithm guidelines whilst giving exposure to the content and keywords.

Keyword density is used in many variants. For example: Using “a medical product” should be used twice within a 400-600 article. There should also be relevant internal links and another source of authority. We should not use competitor websites when doing this. The article should also have Meta tags description, and Meta tags containing “the targeted keyword”.

In-textual links should also be added within the content. Not too much to make the article look like spam, just 3 to 5 links per article will suffice. Internal links help with on-page SEO.

Using this practice of Keyword research, content, and SEO strategy we can then build external backlink campaigns to those specific pages. Which will give the page more credibility towards the user and the search engines.

Ideally, with the onsite SEO strategy; the pages will rank when a submission is placed on Google webmaster tools via sitemaps and indexing.


About the author


Simon Birch

With over 10 years of experience in digital marketing, operations and transformation gained from various sectors, with industry and customer knowledge gained from Forex markets, Software, IT Services, Healthcare, Gaming and Travel. Proven success, with every digital strategy created and managed having improved ROI, increased traffic and conversions. Managed several digital transformation programs and is adept at driving senior management and securing required sponsorship. My International marketing experience, working with different cultures and languages across myriad audiences has given myself a unique perspective on crafting relevant and appropriate localized digital marketing capability that works.


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