The Challenge: Deliver global SEO tracking, analysis and insight for global pharma and biotech brands
Boomerang Pharma, an online marketing agency based in Parsippany, New Jersey, works with global brands in pharmaceuticals and biotech. The company’s services include digital and e-communications strategy, analytics, creative and publishing, website development and online promotion.
For pharmaceutical and biotech companies search visibility and search engine optimization (SEO) are essential to maintaining brand awareness. They need to ensure that healthcare practitioners and patients can easily find and access company and product information by using search engines. This information can include clinical trial results as well as safety guidelines about the contra-indications of different drugs and therapies.
To drive decision making, Boomerang underpins the creativity of its digital marketing services with data and analytics. It evaluated a number of top SEO tools to find one that would meet its requirements, which included the ability to track performance, provide analysis and deliver insight globally across all the primary search engines. It also needed to help Boomerang address the diverse reporting needs of clients.
The Solution: Searchmetrics delivers global search engine tracking and custom reporting
Boomerang chose the Searchmetrics Suite, which automates many aspects of SEO analysis, monitoring and reporting for agencies and in-house search marketers. It allows users to track SEO performance across all major search engines in over 130 countries using clear KPIs, monitoring keywords and sub-pages, evaluating links, analyzing and comparing domains and identifying competitor strategies.
Boomerang also took advantage of the Suite’s optimization feature to increase time savings. Searchmetrics optimization automatically crawls and assesses up to 100,000 pages of a domain to pinpoint on-page optimization needs, providing recommendations or warnings where required. “Site optimization can very quickly highlight 404 pages, internal link errors, missing titles and low keyword density, and recommend fixes,” notes Barry. “It’s very helpful if you’re working on many large sites.”
Moreover, since many of Boomerang’s SEO clients require large account teams, the software’s task management and workflow functionality make it easy to delegate tasks to individual team members and monitor their current status.
“With Searchmetrics, all the information we need is centralized. It allows us to deliver large-scale, custom reporting for dozens of international brands through quick, easy-to-understand dashboards. You can add nearly every KPI, chart or table to a report or dashboard. And regular reports and alerts can be sent automatically. It’s a great time saver.”
Marc Beharry, SEO Strategist, Boomerang Pharma
The Benefit: Searchmetrics slashes time for site diagnostics and SEO analysis by 40 percent
The reporting and site optimization functionality of Searchmetrics have produced tangible business value for Boomerang. “With the consolidation of our SEO data in a single repository, Searchmetrics has reduced reporting time by half,” Barry emphasizes. “And SEO analysis and diagnostics time have been reduced by more than 40 percent per site as major issues are constantly monitored and their respective technical solutions suggested automatically.”
Time savings from Searchmetrics tie directly to revenue as agency teams can now handle more business. Its research and analysis support new business development by giving Boomerang a fast, convenient way of analyzing the search performance of prospective new clients and their competitors.
And since Searchmetrics integrates easily with a client’s web analytics tools, Boomerang can demonstrate how its SEO strategies boost quality traffic to client sites. “We’re able to correlate keyword rankings with traffic from search queries,” comments Barry. “You need to marry those two aspects if you really want to know whether you’re progressing or regressing.”