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Just Other Articles - Guide for Writing Search Engine Optimized Text
Note: The following is part of our company’s internal operations/job manual. This is from the section providing guidelines for writing optimized text.
Optimized text (OT) is first and foremost marketing copy for the website. Each optimized page must be written with the client’s products or services in mind. They are not general
Optimized text (OT) is first and foremost marketing copy for the website. Each optimized page must be written with the client’s products or services in mind. They are not general
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
information pages, but pages designed to provide the visitor with the information they seek which compels them to take the desired action.
Most clients provide some initial verbiage for OT pages as a starting point. This information can help us better understand the client’s perspective on their products or services and therefore should
Most clients provide some initial verbiage for OT pages as a starting point. This information can help us better understand the client’s perspective on their products or services and therefore should
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
e an excellent resource for the text. Clients also provide answers to written questions pertaining to their website, business, marketing perspectives, etc. This information should be considered during the writing process for all OT pages.
Keyword Usage
OT pages are driven by keywords. The “core term” of each OT page must be estab
Keyword Usage
OT pages are driven by keywords. The “core term” of each OT page must be estab
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ished before any writing can be done. Once the core term is known the writer must then also know the supporting phrases. A single core term can have anywhere from one to hundreds of supporting phrases. Each core term will also have a handful of other related words. It is important for core, supporting and related words be carefully consid
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
red before optimizing a page.
Core terms are the most important terms on each page and should be used as a phrase as often as good, readable copy allows.
Supporting phrases can be used liberally within the framework of producing quality content. Each optimized page should focus on no more than fifteen s
Core terms are the most important terms on each page and should be used as a phrase as often as good, readable copy allows.
Supporting phrases can be used liberally within the framework of producing quality content. Each optimized page should focus on no more than fifteen s
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
pporting phrases. Supporting phrases do not need to always be kept in phrase format, but each individual word of each phrase used must be present in the copy a number of times.
Related words are words and phrases symmetrically related to the core term. Related words are: stemmed variations of the core term (running and r
Related words are words and phrases symmetrically related to the core term. Related words are: stemmed variations of the core term (running and r
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
n are related to core term run); words with similar meaning as the core term (jog, walk, hike, stroll); words most often used in conjunction with the core terms (shoes, fast, sweat, exercise, hide, hydrate, etc). Not all related words will be relevant for a particular page. Writer should pick and choose related words to be used within the
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
proper context.
Writing Style
While keywords must be considered and used on the OT page, the ability to produce content with a natural style of writing and a focus on the marketing goals trumps all else. Each OT page must have a clear sales message that entices the visitor to continue reading offering easy click-access deeper int
Writing Style
While keywords must be considered and used on the OT page, the ability to produce content with a natural style of writing and a focus on the marketing goals trumps all else. Each OT page must have a clear sales message that entices the visitor to continue reading offering easy click-access deeper int
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
the site and ultimately into the final conversion.
OT should use customer focused language which speaks to them. Page should be less about “we” or “us” and more about showing them they have found the solutions to their current needs. Questions should be anticipated and answered.
Sales Message: The writer must research
OT should use customer focused language which speaks to them. Page should be less about “we” or “us” and more about showing them they have found the solutions to their current needs. Questions should be anticipated and answered.
Sales Message: The writer must research
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
oth the company and the product or services being sold. It is imperative that each OT page be able to obtain the readers interest and provide enough information to help users make an informed decision. It’s not enough to outline a list of features; both features and benefits must be used as part of the sales verbiage. OT page should be wr
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
tten for best skim- and scan-ability. Use of bullet points, paragraph headings, bolds and italics (where appropriate) is encouraged.
Headings: Page and paragraph headings should be used wherever appropriate. Every page must have a page heading which succinctly tells the reader what they will find on the page. Page headings are m
Headings: Page and paragraph headings should be used wherever appropriate. Every page must have a page heading which succinctly tells the reader what they will find on the page. Page headings are m
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
tter-of-fact and will almost always use the core term. (Expert PC Repair and Computer Networking Solutions)
Paragraph, or section, headings should be used only as appropriate. Often a paragraph heading can be used below the page heading similar to a newspaper sub-headline (Reno based computer expert offers networking and repair solutions
Paragraph, or section, headings should be used only as appropriate. Often a paragraph heading can be used below the page heading similar to a newspaper sub-headline (Reno based computer expert offers networking and repair solutions
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
throughout the greater Reno and Northern California area). If the content can be naturally divided into sections then paragraph headings should be used and written similar to page headings.
Bullet Points: Bullet points can be used for outlining benefits (or features) of the product or service being offered. Bullets help break up
Bullet Points: Bullet points can be used for outlining benefits (or features) of the product or service being offered. Bullets help break up
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
a redundant text page while making skimming and scanning easier.
Bolds and Italics: Bolds and italics should be used infrequently and only in ways which help the overall readability of the page. Skim- and scan-ability can be improved with selective bold and italic usage of important information.
Internal Hyperlinks:
Titles and Descriptions
Each OT must have both a title and description (for HTML title and meta description tags) which is separate from the visible body content. Titles and descriptions are most often seen in search engine results and therefore must let the searcher know that this OT page contains the information they are search
Bolds and Italics: Bolds and italics should be used infrequently and only in ways which help the overall readability of the page. Skim- and scan-ability can be improved with selective bold and italic usage of important information.
Internal Hyperlinks:
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
rong>Each OT page should contain a number of internal hyperlinks. Linked text should be relevant and link to other portions of the website being referenced. Links to ‘about us’, ‘contact us’, and products/service pages can be used liberally, as good writing and usability allows.
Calls to Action: Each OT page should not b
Calls to Action: Each OT page should not b
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
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
an end unto itself but should be a mechanism to propel the reader onto the next page. Hyper links mentioned above are calls to action of sorts as they propel the reader to pages with more information, but the ultimate call to action is one that directs the reader to the conversion. No page should be without the conversion call to action.
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
Titles and Descriptions
Each OT must have both a title and description (for HTML title and meta description tags) which is separate from the visible body content. Titles and descriptions are most often seen in search engine results and therefore must let the searcher know that this OT page contains the information they are search
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ng for and compel them to click to this page over the other pages in the search results.
Titles: The title is the clickable link found on a search results page. The title much simultaneously inform the visitor of the content of the page, prove that the page has the information the searcher was seeking (keyword usage), an
Titles: The title is the clickable link found on a search results page. The title much simultaneously inform the visitor of the content of the page, prove that the page has the information the searcher was seeking (keyword usage), an
.
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
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
provide enough compelling information to make the searcher want to click through. Titles should never be deceptive or provide information that is not found in the body content of the page. A page title should be 8-12 words in length.
Descriptions: Descriptions are often used in the search results below the clickable tit
Descriptions: Descriptions are often used in the search results below the clickable tit
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
e. The description should provide additional relevant information that could not fit into the title. Both core and supporting keywords, along with a few related keywords should be used in the description, giving the searcher as much information as possible in a very short and succinct paragraph. Description should be 30-50 words in length
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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