This two-part series on Modern SEO Techniques for Med Device Marketers can be used by any medical device marketer to understand SEO. Part one will cover modern link building and part two will cover user experience as a search engine ranking factor. Search Engines. We love them when we’re looking for the hottest sushi restaurant in town. But when it comes to getting our business to rank at the top, they can be a pain in the wasabi.

1. New SEO Methods for
Medical Device Marketers
Modern SEO Techniques

2. Any medical device marketer can use
this two-part series on Modern SEO
Techniques for Med Device Marketers
to understand SEO. Part one will cover
modern link building and part two will
cover user experience as a search
engine ranking factor.

3. Search Engines
We love them when we’re
looking for the hottest
sushi restaurant in town.
But when it comes to
getting our business to
rank at the top, they can
be a pain in the wasabi.

4. Search
is a
moving
target.
Google has been known to alter
its algorithm — its method for
determining and delivering
search results — as many as
600 times per year in its quest
to deliver ever more relevant
search results.

5. So what has you
sitting at the top
today could
have you
suffering at the
bottom
tomorrow.
TRAFFIC
TIME

6. In the recent past,
Google has
adjusted how it
views two
important ranking
factors:
inbound links and
user experience.

7. Link building is
one of the most
important
ranking factors,
but often the
most
misunderstood.
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?
?
?
?

8. Link building is
the process of
acquiring links to
one of your web
pages from
another external
web page through
some kind of
activity.

9. Years ago links were a commodity,
you could buy a link package that
would guarantee a certain number
of links, keywords to target, and the
timeline in which they'd be
completed.

10. While you can
technically still do
this today, you won't
get the results you
are looking for. In
fact, Google may
penalize you for
using this outdated
technique.

11. Think of it this way, when something is
scalable (like building links with bots, as
many companies still do) it can be hard
to ensure quality and control.

12. Quality
control is a
human job,
and Google
favors links
that are
done with
intention
by
humans.

13. and ultimately fall
outside of Google
Webmaster
Guidelines.
So any technique for building links that
can be scaled will be seen by Google as
bogus–

14. So, now that you can't simply grow links
on the farm, how do you acquire them?

15. Well, it turns out
the new way to
build links is a
lot like the old
(timeless,
longstanding)
way of pursuing
public relations.

16. You know the
outlets you
want to go
after, but
instead of
pitching them
with only a
press release–
you pitch them with a
link-building asset.

17. A link-building asset is anything available
to you that someone may find interesting
enough to link to, such as:
CONTENT MEDIADATAPEOPLE

18. Content
Has your
company written a
white paper on an
interesting topic?

19. People
Does your
company have an
expert who can
comment or be
interviewed on a
hot topic?

20. Data
Has your
company done
research that
might be
applicable to a
larger audience?

21. Media
Can your company
provide an
educational video
on a topic?

22. Once you have your asset, you should
target media that:
1.
Cares about your content
2.
Can provide a link
3.
Has authority

23. Not all links are created
equal.
Yes, Google will look at the number of
links pointing at your website, but it will
also look at the quality of those links.

24. Google will want to
see that your links
are from trustworthy
sources on diverse
websites and on
websites that are
relevant to your
content.

25. If you want to know
more about creating
link-building assets,
targeting media or
writing a pitch, we
recommend The
Link Building Book
by Paddy Moogan.
Another good one
is the Primer App
by Google. This
smartphone app
has educational
lessons on
marketing skills,
including building
content assets.

26. In part two of our
series on modern
SEO techniques,
we'll cover your
website's user
experience as a
search engine
ranking factor.

27. Grey Matter Marketing is a marketing performance agency—the first of
its kind. Built from the ground up, we partner with med tech companies
to identify and seize their essential advantage.
We focus on solving your toughest business challenges by uncovering
and leveraging your greatest strengths to create—not just capture—
value in the new outcomes-based healthcare environment.
www.GREYMATTERMARKETING.com