Mindful Science Blogging

Welcome, reader!

Have you wondered how to get more people to discover your online presence which could convert to potential leads? As an organization grappling with complex scientific ideas and bringing out products rooted in science, it is paramount to convey how you do what you do. It can also be extremely beneficial to be the lead voice in your field, which not only showcases your expertise, but also forges connections with clients and a broader audience. Blogs are important tools to amalgamate your expertise, while bringing the right audience in and realizing business goals. Read on to know the different aspects of scientific blogging for an organization dealing with scientific products.

Blog your science: For Biotech and MedTech Organizations

As a company investing in developing scientific solutions, it is equally important to communicate your science to different stakeholders. Blogs can be short or long form writings that convey your organization’s science or even showcase your general views on the updates in the relevant fields. In addition, they can simply improve your online presence, making it easy for search engines to find your business.

Following are the different aspects of blogging your science for search engine optimization (SEO):

Simplify the science for the right audience: First and foremost, the content has to be appealing for the right audience, which can then be SEO-friendly. See how AstraZeneca maintains a list of blogs to interact with clients and convey patients stories and other findings.

Using the right titles and descriptions: A well-optimized title boosts the chances of higher click-through rates and better search engine rankings. Genentech writes exclusively for their partners with relevant titles, which also then become SEO friendly.

Incorporating appealing visuals: Visuals increase engagement and make complicated topics easier to understand. Amgen shares “stories” with attractive and engaging visual content to rein in the audience.

Linking the right way: Linking your blog to your own pages or other credible articles improves SEO by keeping users engaged and increasing time spent on your site. This blog by Biomerieux is a very good example of a well linked article.

Inviting engagement: Keep consumers engaged through comments on the blog, with further discussions on social media platforms. For instance, articles from McKesson can be easily shared to social media and a dialogue can be initiated.

Make it mobile-friendly: A vast majority of users view your blogs on hand-held devices and optimizing for the best visualization on these devices can create more impact. The Digital Elevator has put together a list of well-maintained SEO friendly biotech company websites here.

In summary, it is imperative for companies to invest in the online presence and mindful science blogging can be a great way to engage with a wide audience.

In this edition we highlight the blog series from Microbiome Research Pvt Ltd. In this example, they have used the occasion of a festival to explain the science behind different food types and the effect on the microbiome. This form of content writing can easily connect with the audience. The article is also backed by references, which would lead to a better ranking by search engines. In another example, the authors break down the science behind Celiac disease and provide different view points including those with respect to the gut microbiome. Once again there is a catchy visual used, along with references. The authors seem to put out blog articles regularly, which helps the ranking of the website. Further by focusing on keywords around microbiome in their blogs, they can build a certain domain authority. The references and external linking leads to further improvement in search engine optimization. What seems to be lacking however are in-text links, which could further improve the user experience and build interconnectedness which search engine bots often look for.

The complexity of the scientific concepts dealt with by Biotech and Medtech companies makes it difficult for creating SEO-friendly content. Mindful blogging can help in this case. This resource by WinSavvy lists down the challenges faced by Biotech companies in creating SEO-friendly content and how to tackle them. Dive in to know the details!

In this edition we highlight our service undertaken for the Centre for Nano Science and Engineering (CeNSE) at Indian Institute of Science, Bangalore. While blogs are important for SEO, the entire website needs to stand out such that enough traffic flows to your website. As a part of our work for CeNSE, we audited their website and made several recommendations to make the website optimized so that it can rank better and students and industry partners can find it quickly. We also are collaborating with them to create SEO-blogs so as to fulfill the requirements of the recommendations.

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