Imagine spending years developing a groundbreaking gene therapy that could transform treatment for a rare disease, only to have it remain virtually unknown because potential partners, investors, and patients can’t find information about it online. Or picture publishing pivotal clinical trial results in a peer-reviewed journal, but having them buried so deep in search results that the physicians and patients who need this information never discover it.
This is the reality for many biotech companies and research institutions today. Scientific excellence alone isn’t enough—if the people who need to know about your breakthrough can’t find it, your innovation’s impact will be severely limited.
Search Engine Optimization (SEO) has evolved from a marketing tactic into a critical tool for biotech companies and research institutions to amplify their scientific impact, attract partnerships, secure funding, recruit patients for clinical trials, and ultimately bring life-changing therapies to those who need them.
Unlike consumer products where SEO drives immediate sales, biotech SEO serves multiple sophisticated audiences with different needs: investors evaluating opportunities, pharmaceutical companies seeking licensing partners, physicians considering treatment options, patients desperately searching for hope, researchers looking for collaboration opportunities, and regulatory bodies monitoring the landscape.
This guide explores how strategic SEO can amplify your biotech research and clinical breakthroughs, ensuring your scientific achievements reach the audiences that matter most—from the lab bench to the patient bedside, from the investor boardroom to the regulatory agency desk.
Understanding the Biotech SEO Landscape
Before implementing tactics, it’s essential to understand what makes biotech SEO unique and challenging.
The Complexity Challenge
Biotech research involves extraordinarily complex science—gene editing mechanisms, protein folding, immunological pathways, molecular targets, and sophisticated clinical endpoints. Explaining this complexity in ways that are both scientifically accurate and search-engine-friendly requires careful balance.
The dilemma: Use precise scientific terminology that resonates with experts but has low search volume, or use simplified language that attracts broader searches but may sacrifice nuance?
The solution: Multi-layered content strategy addressing different audience segments with appropriate technical depth while maintaining scientific integrity.
The Regulatory Minefield
Biotech companies must navigate strict regulations about claims, especially for investigational therapies:
FDA regulations: Pre-approval promotion restrictions, off-label use prohibitions, balanced risk-benefit presentation, and substantiation requirements.
SEC considerations: Public companies must be cautious about forward-looking statements that could affect stock prices.
International variations: Different countries have different standards for what can be claimed and communicated.
The approach: Focus on education rather than promotion, clearly distinguish between approved and investigational therapies, and implement robust review processes for all content.
Multiple Stakeholder Audiences
Unlike most industries with relatively homogeneous target audiences, biotech must reach:
Scientific community: Researchers, clinicians, and academics seeking detailed technical information.
Investment community: VCs, institutional investors, and analysts evaluating commercial potential.
Business development: Pharma companies considering partnerships, licensing, or acquisition.
Patient communities: Patients and advocates searching for treatment options and clinical trials.
Regulatory bodies: FDA, EMA, and other agencies monitoring claims and communications.
Media and influencers: Journalists, bloggers, and KOLs who amplify breakthroughs.
Each audience searches differently, values different information, and requires different content approaches.
The Long Timeline Challenge
Biotech development timelines span years or decades from discovery through clinical development to regulatory approval. SEO strategy must support this extended journey, building visibility and authority progressively rather than seeking quick wins.
Strategy 1: Building Scientific Authority Through Content
In biotech, credibility is everything. Content marketing establishes your organization as a trusted scientific authority.
The Research Blog as Foundation
A well-executed research blog serves multiple purposes:
Thought leadership: Position your scientists as experts in their fields by sharing insights on scientific mechanisms, emerging research areas, and implications of new discoveries.
SEO foundation: Technical, in-depth content ranks well for specific searches that matter to your audiences—from “CAR-T cell therapy mechanism of action” to “overcoming drug resistance in oncology.”
Transparency: Share your scientific journey, including challenges overcome, methodology decisions, and learning moments that build trust and authenticity.
Content pillars for biotech blogs:
Disease state education: Comprehensive guides explaining the diseases you’re targeting—etiology, pathophysiology, current treatment limitations, unmet needs, and future directions. These establish expertise while attracting patients and physicians.
Mechanism of action explainers: Deep dives into how your therapy works at molecular, cellular, and systemic levels. Use analogies and visuals to make complex science accessible without oversimplifying.
Clinical trial updates: Share progress, milestones, and learnings from your clinical programs (within regulatory constraints). Transparency about your development journey builds credibility.
Science behind the headlines: When breakthrough research is published (yours or competitors’), provide expert commentary explaining what it means, limitations, and implications for the field.
Research methodology: Explain your scientific approaches, why you chose specific models or endpoints, and how you ensure rigor and reproducibility.
Regulatory pathway insights: Help audiences understand the regulatory process, milestone significance, and what different trial phases reveal.
White Papers and Technical Documents
For sophisticated audiences, detailed technical resources are essential:
Scientific white papers: Comprehensive documents exploring specific aspects of your research with extensive data, methodology details, and peer-reviewed citations. These attract researchers and potential partners while establishing technical credibility.
Clinical data summaries: Synthesize published clinical trial results in accessible formats for physicians and patients, clearly distinguishing between approved indications and investigational uses.
Technology platforms: Explain proprietary technologies, platforms, or discovery engines that differentiate your approach and demonstrate sustainable competitive advantages.
Pipeline overviews: Provide clear, updated information about your development pipeline with appropriate disclaimers about investigational status.
Video Content for Accessibility
Video makes complex science more accessible and engaging:
Mechanism animations: High-quality animations showing how therapies work at cellular and molecular levels are highly shareable and help diverse audiences understand your science.
Researcher spotlights: Scientists explaining their work in their own words builds personal connection and authenticity.
Patient perspectives: Stories from clinical trial participants (with appropriate permissions and compliance) create emotional resonance and hope.
Conference presentations: Share presentations from major scientific meetings to extend reach beyond attendees.
According to Nature Biotechnology, multimedia content significantly increases engagement and comprehension of complex scientific concepts.
Publication Strategy
Peer-reviewed publications remain gold standard for credibility:
Strategic publication planning: Choose journals that balance scientific prestige with accessibility and SEO value. High-impact journals are important, but open-access publications may reach broader audiences.
Digital amplification: Don’t just publish and wait. Create lay summaries, infographics, press releases, and social media content amplifying key findings.
Preprint strategy: Consider preprint servers like bioRxiv for rapid dissemination while awaiting peer review, but clearly label preprint status.
Author profiles: Ensure researchers have complete profiles on ORCID, Google Scholar, and institutional pages that link to your organization.
Strategy 2: Technical SEO for Biotech Websites
Scientific credibility means nothing if search engines can’t properly crawl, index, and rank your content.
Site Architecture for Complex Information
Biotech websites often contain vast amounts of complex information requiring careful organization:
Clear hierarchy: Structure content logically:
- Homepage → Research areas → Specific programs → Detailed technical information
- Pipeline page → Therapeutic areas → Individual assets → Clinical trial information
- Disease education → General overview → Patient resources → Physician resources
Internal linking: Connect related content strategically. Link disease education pages to relevant pipeline assets, blog posts to white papers, clinical trial pages to mechanism explainers.
URL structure: Use descriptive, keyword-rich URLs: /research/car-t-cell-therapy/clinical-trials rather than /page?id=12345.
XML sitemaps: Create comprehensive sitemaps including all content types and submit to Google Search Console and Bing Webmaster Tools.
Technical Performance Optimization
Page speed and performance affect both rankings and user experience:
Image optimization: Scientific images, molecular structures, and clinical data visualizations are often large. Compress without losing critical detail, use modern formats (WebP), and implement lazy loading.
Mobile optimization: Over 50% of healthcare searches occur on mobile devices. Ensure responsive design, readable text without zooming, and touch-friendly navigation.
Core Web Vitals: Focus on Largest Contentful Paint (under 2.5s), First Input Delay (under 100ms), and Cumulative Layout Shift (under 0.1).
HTTPS and security: Essential for credibility and required for ranking. Ensure SSL certificates are current and properly configured.
Structured Data and Schema Markup
Help search engines understand your specialized content:
Medical/Scientific schema: Implement schema for research articles, clinical trials, medical conditions, and scientific organizations.
FAQ schema: Structure FAQs about your research to appear in featured snippets.
Video schema: Mark up video content for appearance in video search results.
Organization schema: Clearly identify your organization type, research focus, and key information.
Review schema: If applicable, display ratings and reviews in search results.
Proper schema implementation can result in rich snippets that dramatically increase click-through rates from search results.
Handling Investigational vs. Approved Therapies
Create clear separation between different development stages:
URL structure differentiation: /products/approved/ vs. /research/pipeline/investigational/
Clear visual indicators: Use consistent design elements distinguishing approved from investigational content.
Prominent disclaimers: Include appropriate regulatory disclaimers on investigational therapy pages.
Robots.txt and noindex considerations: In some cases, you may choose not to index certain investigational therapy pages to limit visibility, though this should be balanced against legitimate information needs.
Strategy 3: Keyword Strategy for Multiple Audiences
Effective biotech SEO requires targeting different keywords for different stakeholder groups.
Scientific and Technical Keywords
Mechanism keywords: “CRISPR gene editing,” “CAR-T cell therapy,” “mRNA vaccine technology,” “antibody-drug conjugate”
Disease and target keywords: “KRAS mutation,” “PD-L1 inhibitor,” “rare genetic disorders,” “orphan drug development”
Research methodology: “clinical trial design,” “biomarker identification,” “pharmacokinetic analysis”
Technical terms: Balance precise terminology with search volume. Often, slightly simplified versions have higher search volume without sacrificing too much precision.
Patient-Focused Keywords
Symptom searches: “symptoms of [disease],” “treatment options for [condition],” “new therapies for [disease]”
Quality of life: “living with [disease],” “managing [condition],” “[disease] support groups”
Treatment seeking: “clinical trials near me,” “experimental treatments for [disease],” “breakthrough therapies [condition]”
Hope and outcomes: “cure for [disease],” “[disease] survival rates,” “latest research [condition]”
These keywords often have high search volume and represent patients actively seeking information and treatment options.
Investor and Business Keywords
Company research: “[Your company name] pipeline,” “[company] stock,” “[company] clinical trials”
Competitive landscape: “CAR-T companies,” “gene therapy competitors,” “oncology biotech”
Investment criteria: “biotech IPO,” “clinical trial success rates,” “FDA approval timeline”
Deal-making: “biotech licensing opportunities,” “pharma partnerships,” “biotech M&A”
Research Tools and Prioritization
Keyword research tools:
- Google Keyword Planner for search volumes
- SEMrush or Ahrefs for competitive analysis
- AnswerThePublic for question-based queries
- PubMed and Google Scholar for scientific terminology trends
- ClinicalTrials.gov for trial-related searches
Prioritization framework: Evaluate keywords by:
- Search volume (traffic potential)
- Competition level (ranking difficulty)
- Audience relevance (alignment with goals)
- Commercial intent (likelihood to drive desired actions)
- Scientific accuracy (ability to use authentically)
Strategy 4: Content Optimization for Visibility and Compliance
Creating content that ranks well while maintaining scientific integrity and regulatory compliance.
On-Page SEO Essentials
Title tags: Include primary keywords near the beginning, keep under 60 characters, and make compelling: “CAR-T Cell Therapy for Lymphoma: Mechanism, Efficacy, and Clinical Trials | [Company Name]”
Meta descriptions: Summarize content in 150-160 characters with call-to-action: “Discover how our novel CAR-T therapy targets CD19+ lymphomas. Learn about mechanism of action, clinical trial results, and ongoing research.”
Header hierarchy: Use H1 for main topic, H2s for major sections, H3s for subsections. Include keywords naturally:
- H1: “Understanding CAR-T Cell Therapy”
- H2: “How CAR-T Cell Therapy Works”
- H3: “T Cell Collection and Modification”
- H3: “Engineered T Cell Infusion”
Content depth: Google favors comprehensive content. For complex scientific topics, 2,000-4,000+ word articles often perform best, providing room for thorough explanation with proper context.
Scientific credibility markers:
- Author credentials and expertise
- Publication dates and update timestamps
- Citations to peer-reviewed literature with links
- Data sources clearly identified
- Methodology transparency
- Appropriate caveats and limitations
Balancing Technical Accuracy with Accessibility
Layered approach: Start with accessible overview, progressively add technical depth:
- Plain language summary (8th grade reading level)
- Intermediate explanation with basic scientific terms defined
- Technical details for expert audiences
- References and data for those wanting deepest dive
Visual aids: Use diagrams, infographics, and animations to explain complex concepts. These improve engagement, comprehension, and shareability.
Glossary integration: Define technical terms inline or link to comprehensive glossary. This helps both readers and search engines understand context.
Analogies and examples: Make abstract concepts concrete without oversimplifying. “Think of CAR-T cells as guided missiles reprogrammed to target cancer cells” provides mental model without sacrificing accuracy.
Regulatory Compliance in Content
Clear disclaimers: Include appropriate disclosures about investigational status, intended use, and limitations.
Balanced presentation: When discussing efficacy, also address safety, limitations, and areas of uncertainty.
Substantiation: Every claim should be supportable with data, preferably published or publicly available.
Review processes: Implement multi-stage review including scientific, legal, and regulatory review before publication.
Version control: Maintain records of content changes and approval processes for regulatory documentation.
Strategy 5: Link Building for Scientific Authority
Quality backlinks signal authority and relevance to search engines while expanding your reach.
Natural Link Attraction Through Quality
The best link building is creating content so valuable that others naturally want to reference it:
Original research: Publish unique data, analyses, or insights that others cite.
Comprehensive resources: Create definitive guides that become go-to references in your field.
Interactive tools: Develop calculators, databases, or visualization tools that others link to.
Breakthrough announcements: Significant scientific or clinical milestones naturally attract media and blog coverage.
Strategic Outreach and Partnerships
Academic collaborations: Partner with universities and research institutions, which typically have high domain authority websites.
Industry associations: Join and participate in organizations like the Biotechnology Innovation Organization (BIO), securing profile listings and participation in directories.
Conference participation: Speaking at major conferences (ASH, ASCO, AACR) often results in speaker page links and coverage.
Media relations: Develop relationships with biotech journalists and bloggers. Provide expert commentary on industry developments.
Patient advocacy partnerships: Collaborate with disease-specific advocacy organizations, which often have authoritative websites and engaged audiences.
Scientific publication outreach: When you publish research, reach out to science communicators and journalists who cover your therapeutic area.
Content Syndication and Guest Contributions
Guest articles: Contribute expert articles to reputable industry publications like Genetic Engineering & Biotechnology News, FierceBiotech, or STAT News.
Expert roundups: Participate in industry surveys and expert panels that result in linked attributions.
Podcast appearances: Scientific and healthcare podcasts often include show notes with links to guests’ organizations.
Webinar partnerships: Co-host webinars with complementary organizations, gaining exposure to their audiences and links from event pages.
Link Building Red Flags to Avoid
Avoid paid links: Buying links violates Google’s guidelines and can result in penalties.
Irrelevant links: Links from completely unrelated sites (gambling, adult content, etc.) can harm rather than help.
Over-optimized anchor text: Too many links with identical keyword-rich anchor text appears manipulative.
Link schemes: Participating in link networks or excessive reciprocal linking can trigger penalties.
Focus on earning links from relevant, authoritative sources in healthcare, science, business, and media.
Strategy 6: Local SEO for Clinical Trials and Facilities
For biotech companies with physical locations or clinical trial sites, local SEO connects you with nearby patients and partners.
Google Business Profile Optimization
Claim and verify: Ensure you control your Google Business Profile for headquarters and clinical trial sites.
Complete information: Include accurate business name, address, phone, website, hours, and detailed description.
Categories: Select relevant categories like “Biotechnology Company,” “Research Institute,” or “Medical Research Center.”
Photos: Add high-quality images of facilities, labs, and teams (with appropriate confidentiality considerations).
Posts and updates: Share news, publications, clinical trial recruitment, and company milestones.
Clinical Trial Visibility
Location-specific pages: Create dedicated pages for each clinical trial site with:
- Site address and contact information
- Trial details and eligibility criteria
- How to inquire about participation
- Embedded map with directions
- Local team information
ClinicalTrials.gov optimization: Ensure your clinical trial listings on ClinicalTrials.gov are complete, accurate, and updated regularly. This government registry ranks well and is often patients’ first stop.
Local targeting: Use location modifiers in content: “CAR-T clinical trial in Boston,” “gene therapy study San Francisco.”
Local link building: Connect with local patient advocacy chapters, hospitals, and healthcare networks.
Multi-Location Strategy
For companies with multiple facilities:
Separate pages: Each location needs its own optimized page with unique content.
Location-specific Google Business Profiles: Don’t share profiles across locations.
Structured data: Implement LocalBusiness schema for each location.
Consistent NAP: Ensure Name, Address, Phone number consistency across all listings and directories.
Strategy 7: Content Marketing for Clinical Trial Recruitment
Recruiting qualified patients is one of the biggest challenges in clinical development. SEO can significantly accelerate recruitment.
Understanding Patient Search Behavior
Patients searching for clinical trials typically:
- Use disease or symptom terms plus “clinical trial,” “experimental treatment,” or “new therapy”
- Search locally (“clinical trials near me”)
- Seek specific trial types (“Phase 3 trials,” “first-in-human studies”)
- Look for specific interventions (“gene therapy trials,” “immunotherapy studies”)
Trial-Specific Content Strategy
Dedicated trial pages: Create comprehensive pages for each trial including:
- Clear, patient-friendly explanation of the study
- Eligibility criteria in accessible language
- What participation involves (visits, procedures, duration)
- Potential benefits and risks
- How to inquire and screen
- Locations and contact information
- FAQ addressing common concerns
Disease education tied to trials: Create content about the disease you’re studying, naturally linking to relevant trials. “New Treatment Approaches for [Disease]” content can attract patients who may qualify.
Patient journey content: Address concerns like “What to expect in a clinical trial,” “Questions to ask about joining a study,” “How clinical trials work.”
Video testimonials: With appropriate permissions, feature past trial participants discussing their experiences. These build trust and help patients envision participation.
SEO Tactics for Trial Recruitment
Keyword targeting: Optimize for patient-search terms rather than scientific terminology. “New treatments for lymphoma” not “CD19-directed CAR-T cell therapy.”
Local SEO: Emphasize geographic proximity with location-specific pages and local business listings.
Fast-loading mobile experience: Patients often search on mobile in moments of emotion or urgency. Speed and ease of contact are critical.
Clear CTAs: Make next steps obvious—”Check if You Qualify,” “Speak with Our Team,” “Call Now.”
PPC complement: Paid search advertising can accelerate trial recruitment, especially for rare diseases with low organic search volume.
Strategy 8: Measuring and Optimizing Biotech SEO
SEO is a long-term investment requiring continuous measurement and refinement.
Key Performance Indicators
Visibility metrics:
- Organic search rankings for target keywords
- Search impressions (how often you appear in results)
- Click-through rate from search results
- Organic traffic volume and trends
- Featured snippet appearances
Engagement metrics:
- Pages per session (are visitors exploring?)
- Time on page (are they reading deeply?)
- Bounce rate (are they finding what they need?)
- Content downloads (white papers, resources)
- Video views and watch time
Conversion metrics:
- Trial inquiry form submissions
- Contact form completions
- Newsletter subscriptions
- Investor presentation downloads
- Media inquiry contacts
Business impact metrics:
- Clinical trial recruitment (patients sourced via organic search)
- Partnership inquiries from business development targets
- Media coverage influenced by SEO visibility
- Investor interest generated through online presence
Analytics Tools and Setup
Essential tools:
- Google Analytics 4: Track traffic, behavior, and conversions
- Google Search Console: Monitor search performance, indexing, and technical issues
- SEMrush or Ahrefs: Track rankings, competitive analysis, and backlink profile
- Call tracking: Attribute phone inquiries to organic search
Configuration best practices:
- Set up goal tracking for key conversions
- Implement event tracking for important interactions
- Create custom segments for different audience types
- Configure attribution reports to understand full patient journey
- Set up alerts for significant changes
Continuous Optimization
Content refresh: Regularly update content with new data, recent publications, and current information. Search engines favor fresh, current content.
Performance analysis: Identify top-performing content and create more on similar topics. Analyze underperforming content to improve or retire.
Technical audits: Quarterly technical SEO audits to identify and fix crawl errors, broken links, slow pages, and other issues.
Keyword expansion: As you rank for initial targets, expand to related keywords and questions.
Competitive monitoring: Track competitor SEO activities, content strategies, and ranking changes to identify threats and opportunities.
A/B testing: Test different title tags, meta descriptions, content formats, and CTAs to optimize performance.
Amplifying Breakthroughs: Case Studies
Real-world examples illustrate how strategic SEO amplifies scientific impact.
Case Study 1: Gene Therapy Company Accelerates Trial Recruitment
Challenge: Phase 2 trial for rare genetic disorder struggling to recruit qualifying patients.
SEO Strategy:
- Created comprehensive disease education content optimized for patient search terms
- Developed location-specific trial pages for each clinical site
- Produced video testimonials from Phase 1 participants
- Implemented local SEO optimization for trial site visibility
- Launched PPC campaign complementing organic efforts
Results (6 months):
- Organic traffic to trial pages increased 340%
- Trial-related organic keywords ranking on page 1 grew from 8 to 47
- 73% of patient inquiries came from organic search
- Trial enrollment completed 4 months ahead of schedule
- Cost per enrolled patient reduced by 56% vs. traditional recruitment methods
Key learning: Patient-focused content using their language, combined with strong local SEO, dramatically accelerated recruitment for rare disease trial.
Case Study 2: Research Institute Attracts Pharma Partnerships
Challenge: Academic research institute with promising oncology discoveries seeking pharmaceutical partners.
SEO Strategy:
- Published comprehensive white papers on proprietary technology platform
- Created thought leadership blog with insights on drug discovery challenges
- Optimized content for business development search terms
- Secured speaking opportunities at major conferences (generating links)
- Developed case studies of successful licensing partnerships
Results (18 months):
- Organic traffic from pharmaceutical company domains increased 420%
- Ranking #1 for key technology platform keywords
- Generated 34 qualified business development inquiries from organic search
- Secured two licensing agreements valued at $85M+ upfront and milestones
- Established reputation as go-to expert in specific oncology mechanism
Key learning: Technical content demonstrating deep expertise attracts sophisticated business development audiences conducting due diligence.
Case Study 3: Biotech Startup Builds Investor Awareness
Challenge: Pre-clinical biotech startup seeking Series A funding needed to build awareness among venture investors.
SEO Strategy:
- Created educational content about novel therapeutic approach and market opportunity
- Published research insights and scientific commentary establishing founder expertise
- Optimized for investor research terms and company name searches
- Secured placement in biotech industry directories and databases
- Developed investor-focused materials optimized for search
Results (12 months):
- Company name search impressions increased 580%
- Ranking prominently for therapeutic category + “biotech companies”
- Organic traffic from venture capital firm domains up 290%
- Featured in industry roundups and “companies to watch” lists
- Successfully closed $42M Series A with lead from investor who discovered them via search
Key learning: For early-stage companies, SEO builds awareness and credibility with investors conducting research on therapeutic areas and technologies.
Conclusion: SEO as Scientific Impact Amplifier
The most elegant science means nothing if it remains invisible. In today’s digital-first world, SEO is not optional—it’s essential infrastructure for ensuring your biotech research and clinical breakthroughs reach the audiences that matter.
Effective biotech SEO requires balancing multiple objectives:
Scientific accuracy with accessibility: Maintaining technical rigor while making complex science understandable.
Regulatory compliance with visibility: Meeting strict regulatory requirements while maximizing appropriate reach.
Multiple audience needs: Serving scientists, patients, investors, and partners with relevant, targeted content.
Short-term tactics with long-term strategy: Addressing immediate needs like trial recruitment while building lasting authority.
Measurement and optimization: Continuously improving based on data and performance.
The biotech companies and research institutions that excel at SEO share common characteristics:
- Commitment to education: They prioritize genuinely helpful content over promotional messaging
- Scientific credibility: They demonstrate expertise through rigorous, well-sourced content
- Patient focus: They understand and address patient needs with empathy and clarity
- Technical excellence: They implement solid technical SEO foundations
- Consistent execution: They publish regularly and maintain their digital presence
- Compliance mindset: They navigate regulations thoughtfully
- Long-term perspective: They invest patiently in sustainable visibility
As biotech enters perhaps its most innovative era—with breakthroughs in gene therapy, immunotherapy, personalized medicine, and rare disease treatment—the ability to communicate these advances effectively becomes increasingly critical.
Your scientific breakthrough could change lives, attract crucial funding, secure transformative partnerships, or recruit the patients needed to complete your pivotal trial. But only if people can find it.
Invest in SEO not as a marketing afterthought, but as a strategic imperative for amplifying your scientific impact. The patients who need your therapy, the investors who could fund your research, the partners who could accelerate your development, and the media who could tell your story are all searching.
Make sure they find you.
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