modern seo techniques part 1:new seo methods for medical device marketers
TRANSCRIPT
![Page 1: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/1.jpg)
New SEO Methods for Medical Device Marketers
Modern SEO Techniques
![Page 2: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/2.jpg)
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.
![Page 3: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/3.jpg)
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.
![Page 4: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/4.jpg)
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.
![Page 5: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/5.jpg)
So what has you sitting at the top today could have you suffering at the bottom tomorrow.
TRA
FFIC
TIME
![Page 6: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/6.jpg)
In the recent past, Google has adjusted how it views two important ranking factors: inbound links and user experience.
![Page 7: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/7.jpg)
Link building is one of the most important ranking factors, but often the most misunderstood.
? ? ? ? ?
![Page 8: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/8.jpg)
Link building is the process of acquiring links to one of your web pages from another external web page through some kind of activity.
![Page 9: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/9.jpg)
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.
![Page 10: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/10.jpg)
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.
![Page 11: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/11.jpg)
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.
![Page 12: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/12.jpg)
Quality control is a human job, and Google favors links that are done with intention by humans.
![Page 13: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/13.jpg)
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–
![Page 14: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/14.jpg)
So, now that you can't simply grow links on the farm, how do you acquire them?
![Page 15: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/15.jpg)
Well, it turns out the new way to build links is a lot like the old (timeless, longstanding) way of pursuing public relations.
![Page 16: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/16.jpg)
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.
![Page 17: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/17.jpg)
A link-building asset is anything available to you that someone may find interesting enough to link to, such as:
CONTENT MEDIA DATA PEOPLE
![Page 18: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/18.jpg)
Content
Has your company written a white paper on an interesting topic?
![Page 19: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/19.jpg)
People
Does your company have an expert who can comment or be interviewed on a hot topic?
![Page 20: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/20.jpg)
Data
Has your company done research that might be applicable to a larger audience?
![Page 21: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/21.jpg)
Media
Can your company provide an educational video on a topic?
![Page 22: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/22.jpg)
Once you have your asset, you should target media that:
1. Cares about your content 2. Can provide a link
3. Has authority
![Page 23: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/23.jpg)
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.
![Page 24: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/24.jpg)
Google will want to see that your links are from trustworthy
sources on diverse websites and on
websites that are relevant to your
content.
![Page 25: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/25.jpg)
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.
![Page 26: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/26.jpg)
In part two of our series on modern SEO techniques, we'll cover your website's user experience as a search engine ranking factor.
![Page 27: Modern SEO Techniques Part 1:New SEO Methods for Medical Device Marketers](https://reader031.vdocument.in/reader031/viewer/2022011722/58ec98971a28ab6c1e8b46e3/html5/thumbnails/27.jpg)
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