Frequently Asked Questions


Questions You Want To Know

These questions might be perceived as basic for anyone who has knowledge of modern-day marketing strategies.  Please pose questions in the comments section below to grow this FAQ sheet.  Also, recognize that by answering these questions about digital marketing terms it boosts Unit Scientific’s search engine optimization.

What does SEO stand for?

Search Engine Optimization – optimizing your company’s website and digital presence to be deemed relevant by search engines.  The ultimate goal of SEO is that your ideal customer finds you on search engines, like Google, when she is trying to find a solution for the problem she is having.  A problem here really means fulfilling a want or need.  You want people who are willing to pay to solve their problems finding your products and services when they are online searching.  This is the result of good SEO.

Which is better, SEO or PPC?

Let us take a closer look at PPC now that we know what SEO means. Pay-Per-Click represents all the ads that you see on online.  Wherever you see an ad online, whether on a search engine, a website, a blog, YouTube, and you click on it then the company posting the ad is paying money.


SEO is a search engine placing the link to your website organically.  It is the search engine algorithm selecting what it considers to be the best matches and there is no cost associated with clicking on those links.


Based on the fact that most prospective customers are proactively searching for solutions when they are in the buying cycle SEO is better than PPC.  The data shows that only about 15% of those ready to make a purchase click on adds.  That means over 85% are clicking on the search results to the search terms related to the problems they are trying to solve.

Where do I start my SEO strategy?

In the life sciences it is wise to associate your website as homebase.  This is especially true with SEO strategy.  There needs to be content pages and product pages that state the keywords you want to be ranked for on search engines.


Therefore, you really want to have a keyword strategy that:

  1. Identifies the products and services your company represents
  2. Considers the search terms your ideal customers would be using to solve the problems they are facing.

Then it is time to an audit and determine how you rank for those keywords.

How do I conduct keyword research?

Keyword research is something we would do with you at Unit Scientific.  It is part of the software we are offering and part of an SEO strategy that will boost your company to the first page.


There are other resources available online that provide an entire suit of tools for doing analytics on your digital status.  In fact, these are some of the tools that we use, as well.  Take a look at and as a way to do some research.  Here is another one – (these links to their websites are boosting their SEO, by the way). They all provide a minimal analytics package for free.  They all will limit the number of searches you can perform for free and require payment to take full advantage of their offering, but great resources all the same.

Which SEO techniques are popular?

SEO techniques are constantly evolving as search engines continually change their algorithms for determing which websites should get the first position on a search engine results page (SERP).


There are a few techniques that remain at the forefront of good SEO:

  1. Content pages that reference the keywords
  2. Proper usage of tags
  3. Search engine friendly URLs
  4. Backlinks from other relevant website to your content
  5. Images and video with alt-text filled in


Social media also plays into SEO, as well as many other factors.  These represent the most popular techniques being used to boost SEO.


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We would love to hear from you,  whether there is a question you want answered or an answer you would like to address.