Ethicon Sutures: Endo Surgical Sutures

Ethicon sutures are widely used sutures in surgical procedures ranging from an episiotomy to orthopaedic surgery. Ethicon, a subsidiary of Johnson & Johnson, has been the world leader in the manufacture of surgical sutures and wound closures since before World War II, and has since increased in market share to over 80% in the USA. Ethicon’s famously popular Prolene nonabsorbable polypropylene sutures,  Monocryl absorbable sutures, and Vicryl (polyglactin 910) absorbable braided sutures have propelled Ethicon to lead the surgical suture market in a fashion not unlike Google’s capture of the search engine market.

Ethicon and SEO?

For most of us, Ethicon braided synthetic absorbable sutures are certainly not in the top 100 things we think to search for when we visit Google, but the term posed an important question in a recent conference call I had with a surgical supply company.

Ethicon Sutures: Surgical Supply SEO Study

While meeting with the team of executives from a leading endo surgical supply company specializing in sutures and wound closure supplies to hospitals and surgical centers, my prospective client brought up a concern of being at the top of search engine results for the search term “sutures”. In fact, one of the company leaders indicated a strong opinion that the only useful term for the company to focus on with their SEO campaign was simply “sutures”, and that other lateral keywords would not be valuable to their company. He made the analogy of an automotive supply company who only sold tires, and that if they only sold tires, the term “tires” would be the only value to the company. My response to this was to ask if this hypothetical tire company sold truck tires, tractor tires, z rated tires, h rated tires, Bridgestone tires, light truck tires, SUV tires, valve stems, tire rotation, or whether the company could potentially benefit from having tire care tips on their Website to provide useful information or warranty information to their customers.

As a clear leader in his industry, I give this gentleman much credit as the top of his field, and a genuine American success story. If you need sutures, this is the man to know. If you need SEO services, he is still working on it, and with my help, he will hopefully be a great resource in the subject matter as well. I certainly would never mean to offend this gentleman, but I tried to present these points in very matter-of-fact terms. I wish I was better at sugar-coating the facts, but my job as a search engine optimization (SEO) consultant and practitioner, is largely that of research and mathematics. There is not always an easy way to tell others that their estimation of their potential industry reach is not as they expected. This is especially true of those who have enjoyed great success as the leader in their field.

Sutures vs. Ethicon Vicryl Sutures

Our discussions led us to the topic of one word searches versus two and three keyword phrases. I tried to suggest that a wide range of industry related keyword phrases such as Ethicon sutures, Ethicon Vicryl sutures, polyglactin 910 braided sutures, and others would produce far more results and be more targeted to his desired audience. My explanation was that estimates show roughly only 10% of searches are for a single word, whereas two and three word phrases comprise well over half of keyword searches. The actual numbers are a moving target, and may vary slightly by industry, but suffice it to say that single keyword searches like “sutures” are statistically insignificant in terms of actually reaching their target market. These single keyword searches may make nice bragging points, but in actual use and in conversion rates, they are not very useful. An example of this I have found is that in a Google blog search, I have often found this very blog in the number one position for the search keyword “SEO”. Just as the term “SEO” will mostly attract other SEO companies checking out their competition, the keyword “sutures” produces many results for consumers while this client needs to reach hospital administrators. The lesson here is that if your keyword phrases of choice do not reach the desired audience, they are useless.

In Google search results, single word searches, especially the competitive ones, are very commonly accompanied by a selection of suggestions to refine the search. Google does not make a lot of mistakes, and these are included because the more refined searches are better suited to the search engine users’ needs and expectations. Most users will define their search without prompting, but in cases where the user does not, search engines will often provide a prompting to help the user on their way.

Buy Ethicon Sutures Online

When you seek to buy sutures online, it is my research experience backed with statistical data that tells me you will be vastly more likely to search for a more specific phrase reflecting the type of sutures you need, and perhaps even referencing the type of surgical procedure you intend to perform. A simple test of this fact is that by searching Google for sutures, you will find mixed results including how to tie a suture knot, caring for sutures, facial sutures, and many things unrelated to your need to buy sutures or seek the best suture option for your surgical needs. This brings me to a point I have made many times before that if you select effective keywords and use a lateral keyword approach, it will provide for a much greater return on investment and SEO value.

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