Search engine optimization as a tool to increase the competitiveness of pharmaceutical companies in modern conditions

Search engine optimization (SEO), which is currently actively used by the majority of pharmaceutical companies all over the world, is one of the most relevant digital marketing technologies. The features of the SEO in pharmaceutical companies as one of the modern tools of digital marketing have been...

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Autores principales:	A. Zakharenko, S. Smagulova
Formato:	article
Lenguaje:	RU
Publicado:	State University of Management 2020
Materias:	digital economy digital marketing tools digitalization marketing strategies pharmaceutical companies pharmaceutical marketing search engine optimization (seo) snippets social media marketing Electronics TK7800-8360 Management information systems T58.6-58.62
Acceso en línea:	https://doaj.org/article/4f2fe17e5ff24fd8bf2b23dba3519fcc
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spelling	oai:doaj.org-article:4f2fe17e5ff24fd8bf2b23dba3519fcc2021-11-14T15:54:17ZSearch engine optimization as a tool to increase the competitiveness of pharmaceutical companies in modern conditions2658-34452686-840710.26425/2658-3445-2020-2-32-39https://doaj.org/article/4f2fe17e5ff24fd8bf2b23dba3519fcc2020-08-01T00:00:00Zhttps://e-management.guu.ru/jour/article/view/93https://doaj.org/toc/2658-3445https://doaj.org/toc/2686-8407Search engine optimization (SEO), which is currently actively used by the majority of pharmaceutical companies all over the world, is one of the most relevant digital marketing technologies. The features of the SEO in pharmaceutical companies as one of the modern tools of digital marketing have been considered in the article.Most of the companies, which operate in the natural sciences, are several years behind in development from other industries, due to the low level of SEO strategy application. As a result, the marketing budgets of pharmaceutical companies are focused on maintaining traditional classical approaches in the field of marketing. This bias in the budget arises mainly from the underestimation of the role of the SEO strategy in the organization’s activities by the majority of pharmaceutical companies. Companies should clearly understand how significant is the impact of digitalization on their activity in modern conditions. SEO is much broader than using search queries and meta tags. Due to implementing digital tools, it is possible to create “social signals” for attracting a new target audience.It has been noted in the article that search algorithms, developed by search platforms, change very often, and it is necessary to constantly monitor and improve them. Moreover, SEO is required to help people to find the content that best matches their intended goal, rather than to misinform them by showing inappropriate pages with matched search keywords in search results.Competition among the largest companies is constantly increasing in the global pharmaceutical market, and the use of digital marketing tools, such as SEO, will allow companies to change radically the situation. As a result of the research, recommendations for the effective use of SEO as one of the digital marketing tools in the business of pharmaceutical companies have been proposed. Finally, the conclusions about the increasing the role of digital marketing in modern conditions have been made.A. ZakharenkoS. SmagulovaState University of Managementarticledigital economydigital marketing toolsdigitalizationmarketing strategiespharmaceutical companiespharmaceutical marketingsearch engine optimization (seo)snippetssocial media marketingElectronicsTK7800-8360Management information systemsT58.6-58.62RUE-Management, Vol 3, Iss 2, Pp 32-39 (2020)
institution	DOAJ
collection	DOAJ
language	RU
topic	digital economy digital marketing tools digitalization marketing strategies pharmaceutical companies pharmaceutical marketing search engine optimization (seo) snippets social media marketing Electronics TK7800-8360 Management information systems T58.6-58.62
spellingShingle	digital economy digital marketing tools digitalization marketing strategies pharmaceutical companies pharmaceutical marketing search engine optimization (seo) snippets social media marketing Electronics TK7800-8360 Management information systems T58.6-58.62 A. Zakharenko S. Smagulova Search engine optimization as a tool to increase the competitiveness of pharmaceutical companies in modern conditions
description	Search engine optimization (SEO), which is currently actively used by the majority of pharmaceutical companies all over the world, is one of the most relevant digital marketing technologies. The features of the SEO in pharmaceutical companies as one of the modern tools of digital marketing have been considered in the article.Most of the companies, which operate in the natural sciences, are several years behind in development from other industries, due to the low level of SEO strategy application. As a result, the marketing budgets of pharmaceutical companies are focused on maintaining traditional classical approaches in the field of marketing. This bias in the budget arises mainly from the underestimation of the role of the SEO strategy in the organization’s activities by the majority of pharmaceutical companies. Companies should clearly understand how significant is the impact of digitalization on their activity in modern conditions. SEO is much broader than using search queries and meta tags. Due to implementing digital tools, it is possible to create “social signals” for attracting a new target audience.It has been noted in the article that search algorithms, developed by search platforms, change very often, and it is necessary to constantly monitor and improve them. Moreover, SEO is required to help people to find the content that best matches their intended goal, rather than to misinform them by showing inappropriate pages with matched search keywords in search results.Competition among the largest companies is constantly increasing in the global pharmaceutical market, and the use of digital marketing tools, such as SEO, will allow companies to change radically the situation. As a result of the research, recommendations for the effective use of SEO as one of the digital marketing tools in the business of pharmaceutical companies have been proposed. Finally, the conclusions about the increasing the role of digital marketing in modern conditions have been made.
format	article
author	A. Zakharenko S. Smagulova
author_facet	A. Zakharenko S. Smagulova
author_sort	A. Zakharenko
title	Search engine optimization as a tool to increase the competitiveness of pharmaceutical companies in modern conditions
title_short	Search engine optimization as a tool to increase the competitiveness of pharmaceutical companies in modern conditions
title_full	Search engine optimization as a tool to increase the competitiveness of pharmaceutical companies in modern conditions
title_fullStr	Search engine optimization as a tool to increase the competitiveness of pharmaceutical companies in modern conditions
title_full_unstemmed	Search engine optimization as a tool to increase the competitiveness of pharmaceutical companies in modern conditions
title_sort	search engine optimization as a tool to increase the competitiveness of pharmaceutical companies in modern conditions
publisher	State University of Management
publishDate	2020
url	https://doaj.org/article/4f2fe17e5ff24fd8bf2b23dba3519fcc
work_keys_str_mv	AT azakharenko searchengineoptimizationasatooltoincreasethecompetitivenessofpharmaceuticalcompaniesinmodernconditions AT ssmagulova searchengineoptimizationasatooltoincreasethecompetitivenessofpharmaceuticalcompaniesinmodernconditions
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Search engine optimization as a tool to increase the competitiveness of pharmaceutical companies in modern conditions

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