Healthcare professionals (HCPs) require access to the latest research and industry updates to deliver the best possible patient care. Gated content allows for the distribution of this vital information in a controlled manner, ensuring that it reaches only the intended audience. This allows biopharma companies to maintain compliance with industry regulations, as the control over who accesses the content can ensure that all necessary disclaimers and information are presented to the viewer.
The use of gated content can complicate SEO strategies. Gated content may not be indexed by search engines, thus missing out on potential organic traffic. However, the following strategies can help make gated content more visible by search engines and increase HCP engagement.
Use detailed meta descriptions and title tags: These are crucial for SEO as they provide search engines with relevant information about the gated content. Ensure they are informative and contain relevant keywords to entice viewers to click through.
Optimize the landing page: The landing page for your gated content should be fully optimized with relevant keywords, especially in the body content, header tags, and URLs.
Create preview content: Offering a sneak peek or summary of your gated content can provide enough content for search engines to crawl while enticing potential customers to download the full content.
Incorporate inbound links: Building quality inbound links to your landing page can significantly improve your SEO. Incorporate these links in blog posts, social media posts, or other areas of your website.
Use schema markup: Schema markup provides search engines with detailed information about the content on your site, enabling them to understand not just what your content says, but also the context, allowing for more relevant search results. Schema markup can lead to rich snippets, or more detailed descriptions in search results, which can significantly improve click-through rates.
Biopharma companies should maintain a healthy balance between gated and ungated content. Gated content can be employed strategically for comprehensive resources for HCPs, whereas ungated content can be used to establish credibility and cater to a wider audience. When gating content, it's crucial to articulate the value HCPs will gain in return for their information and avoid complex registration forms.