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Remember the example I gave in the first installment of this article "SEO And the Long Tail", about the music industry and the changes that the Internet and digital delivery brought about, well we saw how

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

the long tail of music was the tens of thousands of, (often independent) artists many of whom self-produce their music without the benefit of a record label or promotion, or really any chance of ever hav

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ing their music displayed on the shelves of Sam Goody –and yet people are able to find and download their music, and in fact itunes and others like them are profiting nicely because of it.

Well lets move

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

the scenario to our world, the website. Let’s say that instead of the music industry, we’re using a given website as the industry, or more specifically the content on the website, that is about to be red

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

fined by the long tail. So, in this scenario, the web content is the industry, the process of SEO is the old-style brick and mortar record shop.

The old-school process of SEO usually involved trying to g

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

uess how potential web surfers might find the site. You’d do this by looking at the site and what it was trying to sell or accomplish, then come up with search terms that seemed to fit the theme of the si

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

te. So, a site that sold sun glasses may come up with key phrases like:

Men’s sunglasses Women’s sunglasses Children’s sunglasses

Then once the “best” keywords were chosen, web pages would be develope

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

around each phrase – usually one phrase per page. Once the optimized pages were indexed by the search engines, their placement in the SERPS would be measured; tweaks would be performed if the pages weren

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

’t ranked high enough. After several months (often times much longer), the pages would (hopefully) rank in the top three or five for each of their respective phrases. Then guess what, you’d be getting a f

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

ew hits each day from each of those terms. Would you sell many sunglasses? Probably not, terms like “Men’s Sunglasses” are far too broad to bring in any qualified traffic. No, more then likely you’d need

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

undreds, even thousands of these hits to make a single sale.

Let’s take a closer look. Who do you think is further along in the buying process, the person who searches for:

“Men’s Sunglasses”

Or the pe

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

rson who searches for:

“American Chopper Sunglasses black with blue lenses”

My guess it would be number two – he seems to have a pretty good idea of what he wants and now just needs to find someplace to

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

buy it.

You see the flaw with traditional SEO is that the really good keyphrases, the long tail key phrases, really didn’t exist. When you’re optimizing a webpage for a specific keyphrase – like say “Ch

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

ildren’s Sunglasses”, you’re trying to keep the page extremely focused on that particular phrase, so you consciously avoid straying from the focus of the page. In other words, those great long tail key ph

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

ases simply don’t make it to your page. Remember, in this scenario, the old-school process of SEO is the brick and mortar record shop – you know the one with the severely limited amount of shelf space –th

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

at can only house the most popular records –the records that everyone wants. Well the “records” in this case are the key phrases; traditional SEO can only fit so many key phrases on their shelves (the web

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

pages).

So what changed? What caused the Long Tail of SEO? Well, people started blogging! A blog by definition is kind of an anti-SEO environment. You see, the blog is designed to give anyone who wants

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

o, the ability to publish on the web. With the advent of the blog, anyone who had something to say (or thought they did), could start publishing, quickly and cheaply. These new publishers gave no thought

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

to SEO (many wouldn’t even have known what it was) – they’d simply say what the wanted to say, the way the wanted to say it. So now, all the richness of language that the old-school SEO’ers had squeezed o

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ut of the internet was now being dumped back in and the search engines devoured it. Suddenly these web sites started showing up in the SERPs – for those long tail keyphrases that no one was optimizing for

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Business is something that people spend a lot of time and money trying to figure out. As consumers, we spend thousands of dollars every year on all kinds of things we take for granted, and rarely consider the level of effort and planning it takes to keep business moving forward.

I knew things in our industry had changed, but I didn't realize just HOW MUCH they had changed until recently. Now we all know nothing stays the same, and progress is always welcome in Network Marketing, but I don't think many of us are truly aware of the vast differences we've seen technology bring in just the past few years.

The Electronic money creates opportunities to deposit unreported income in a bank or other financial institution. As a result of electronic money's advantage in transmitting large amounts of money with relative ease, combined with the continued use of cash, the problem of an underground, unaccounted for economy is likely to be exacerbated.

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Just Other Articles - Anatomy of a Revolution - SEO And the Long Tail (Part Two)

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