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If you've hung around in the search engine optimization industry (a.k.a. SEO industry) very lon

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

g, you've probably heard the debate on ethical SEO tactics. Or, as it is often put, white hat t

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ctics versus black hat tactics.

What exactly makes a search engine optimization tactic ethical

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

or unethical? According to the dictionary, an ethical practice is one “conforming to accepted s

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

andards of social or professional behavior”. For search engine optimization, I believe that we

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

hould get at least some of the “accepted standards” from the search engines themselves.

Some S

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

O experts would interject that the search engines don't want search engine optimizers to exist

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

at all, so if we ask the search engines, all search engine optimization is unethical. That's no

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

true, though. Google itself says that “Many SEOs provide useful services for website owners...

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

owever, a few unethical SEOs have given the industry a black eye.”

So...what makes an unethica

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

SEO? Once again, Google has an opinion on the subject: “Avoid tricks ...to improve search engi

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

e rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

o a website that competes with you.”

Perhaps a better way to put it would be this: You've gott

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

n a phone call from Sam, who is a Google search results quality enforcement officer. He says: “

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

John, I see that you are ranked #1 on the keyword xyz. I want to be sure that you did this in a

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

ethical manner. What methods did you use?” If you feel comfortable telling Google how you got

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

op ranked, then you're probably OK.

Of course, those are only general guidelines. Read the Goo

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

le and Yahoo webmaster guidelines. You'll find many specifics. You'll also find that the golden

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

rule of of ethical search engine optimization is: “Don't do anything to trick the search engine

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

, or to represent your pages differently to the search engines than you do your human visitors.

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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