Site Optimization: It’s only the lack of profits that are expensive

by Rusty Bishop

Do you sell reagents to scientists? Do you know that you need to do help your website show up higher in search results, but are afraid it will cost too much or be too hard? We think our new whitepaper can teach you a lot.

The bottom line is you must strengthen your website with the keywords scientists use to describe their needs and combine that with a solid site optimization strategy to keep up with the top suppliers.

In our recent whitepaper, we analyzed the web tactics of suppliers of pre-made antibodies based on their results in search engine (Google) presentation. (Grab a copy for free by subscribing to our newsletter.)

Here’s a bar graph directly from our white paper showing the percentage of times these companies ranked on page 1 of Google Search Results. To produce this figure, we searched for the top 44 antibodies exactly like scientists do in Google. Companies were not penalized for not selling one of the antibodies, so the percentages reflect rankings for antibodies they actually sold.

Figure 1 shows the companies that are succeeding in Google SERP

One of the parallels we drew was a comparison of this graph to the one produced by BioInformatics recently posted on their blog. We have reproduced the image here with a link back to their site for more information.

A couple of things jump out.

• Abcam, Santa Cruz, and Cell Signaling are all in the top 4 on both graphs. Although not definitive in a purely scientific manner, the correlation is compelling. Strengthen your website and you sell more.
• Several companies in the BioInformatics survey hardly sell antibodies. For example, Molecular Probes ranks 5th, but I can’t find a single antibody in their catalog (they do make antibody labeling kits). Promega and GE Healthcare only sell a handful, mostly for protein purification (Anti-His tag).  Perhaps this illustrates a caveat of an online scientist survey.
• Conspicuously absent from our list is R&D, EMD and Millipore.  These companies sell 95% of the antibodies we included in our study.  One could argue that traditional marketing still works in life science.  Why take that chance?

What correlations do you see?  Leave any observations or comment below.

To learn more about how the top companies are fighting this battle, take a minute to register and grab a copy of our article.

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Rusty Bishop

Rusty’s expertise rests in his ability to apply his Scientific Experience to the Marketing and Sales Funnel. Something we call the Red Funnel. He has developed a deep understanding of the web and the toolset needed to analyze websites as well as sales and marketing tactics both online and in the field.

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