If you work in life sciences, you know that standing out online can be challenging.
Whether you’re offering specialized reagents, lab equipment, contract research services, or biotech software, your target audience is often highly specific – and so are their search habits.
That’s where SEO comes in.
But generic advice won’t cut it. This article covers seven practical SEO tips tailored to life science companies, helping you attract the right visitors, communicate your expertise clearly, and turn search traffic into qualified leads.
1. Create Search-Optimized Content Around Specific Scientific Topics
Search engines reward useful, topic-specific content. For life science companies, that means publishing pages or blog posts that dive into niche scientific areas – not just broad industry overviews.
Use your internal expertise to explain the science behind your products, methods, or research. Focus each page or post on a single topic, like “advantages of qPCR in gene expression analysis” or “how CRISPR is being used in rare disease research.” These kinds of specific queries are exactly what researchers, scientists, and even procurement teams are Googling.
Avoid generic blog titles like “Top Trends in Biotech” – they’re hard to rank for and rarely convert. Instead, think about the questions your target audience is already asking and create content that answers them in plain language backed by real expertise.
If you need support developing this kind of content, explore our scientific and medical writing services.
2. Structure Product and Service Pages Around User Intent
When someone lands on your product or service page, they’re usually looking for one of three things: what it does, how it works, or why it’s better than alternatives.
Structure your pages accordingly:
- Start with a plain-English explanation of what the product is and who it’s for.
- Follow with benefits and common applications.
- Include supporting details like specs, certifications, or case studies.
Use clear headers that map to these questions so visitors – and search engines – can scan and understand the page quickly.
If you’re offering something technical, like a reagent kit or software for clinical trial management, always include a section for FAQs or usage scenarios. These sections often naturally include high-intent keywords, helping SEO without forced keyword stuffing.
3. Use the Right Terminology, but Avoid Overloading with Jargon
Scientific accuracy is important, but SEO relies on using terms people actually search for. Balance technical language with accessible phrasing.
For example, “next-generation sequencing” (NGS) is a well-known term in genomics, but some users still search for “high-throughput DNA sequencing.” Use both on the page to capture a broader range of search queries. The same goes for acronyms – always include both the full term and abbreviation at least once.
Google is getting better at understanding synonyms and acronyms, but clarity still wins. You’re not dumbing things down, you’re making them searchable.
4. Build Authority with Evidence-Based, Citable Content
Search engines want to rank trustworthy sources, especially in health and science. One way to build trust is by referencing credible research and citing sources directly.
Whenever possible, link to peer-reviewed studies, regulatory documents (like FDA guidance), or white papers. This doesn’t just improve your SEO – it shows potential customers and partners that you take accuracy seriously.
If you publish original research or white papers yourself, create standalone landing pages for them with metadata, short summaries, and relevant keywords. This increases their chances of ranking and being shared.
5. Optimize for B2B Decision-Makers, Not Just Scientists
Many life science websites are built for researchers, but procurement teams, regulatory staff, and business development leads are also key audiences.
Make sure your site includes:
- Plain-language explanations of product benefits
- Clear purchasing or contact info
- Case studies that highlight results or ROI
- Trust signals like certifications, partner logos, or customer quotes
This not only supports conversions – it also helps search engines understand your relevance for B2B queries like “best LIMS software for biotech startups” or “FDA-compliant lab equipment supplier.”
6. Improve Page Speed and Mobile Experience for Scientific Content
Life science websites often host complex content: data-heavy PDFs, images of instruments, or embedded visualizations. But if your site loads slowly, you’ll lose rankings and users.
Make sure your pages are fast and mobile-friendly. Compress images, remove unnecessary plugins, and use responsive design. If you host large technical documents, consider linking to them rather than embedding them directly.
Mobile usability matters even in B2B – researchers and decision-makers often view content on their phones while multitasking or during conferences. If they can’t load your page quickly, they’ll move on.
7. Earn Backlinks by Sharing Useful, Credible Content
Backlinks – links from other reputable websites to yours – remain one of the strongest signals Google uses to rank content. For life science companies, this means earning links from respected scientific, academic, or industry-related sources.
The best way to do this is by publishing content people actually want to reference. Think practical resources like:
- In-depth explainers on complex topics
- Original data or insights from your research
- Industry white papers or technical briefs
- Useful tools, calculators, or glossaries
You can also collaborate with industry publications, university labs, or trade associations. A co-authored article or expert interview can lead to organic backlinks that not only boost your SEO, but also reinforce your credibility in the field.
Focus on quality over quantity – one relevant link from a trusted website or company is more valuable than dozens of random ones.
Turn Scientific Expertise into Search Visibility
SEO doesn’t need to be overwhelming – but it does need to be intentional.
For life science companies, the key is to bridge the gap between your scientific knowledge and what your ideal audience is actually searching for. That means creating focused content, structuring your site around user needs, and building trust through clarity and credibility.
These seven tips are a strong foundation, but SEO is not one-size-fits-all. If you’re ready to take the next step and want a tailored strategy built around your company’s goals, Dr. Pappert Communications can help.
Get in touch for a free consultation and to discuss how we can make your expertise more discoverable – and more valuable – online.