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  • Writer's pictureDr Joseph Nightingale

Scientific Content Writing & SEO: What Is It & How To Do It Successfully

Updated: Sep 18, 2023

Bold claims require bold evidence – that's the bedrock of the customer-company relationship. Endless products and services proclaim certain benefits. A specially formulated soap promises to end acne or diminish wrinkles; gardeners guarantee the end of troublesome weeds; sports clothing companies say their innovative fabrics are super-breathable.

But how do customers know who to trust? The answer: science writing.

Scientist putting samples into test tubes.

Product descriptions, blog articles, and web content work best when they add proof to the pudding. Balancing technical details with engaging content is the subtle art of science content writing. Want to learn more? Read on.

In this article:

What is Scientific Content Writing?

Scientific content writing is a specialised field of content creation dedicated to translating complex scientific ideas, including the latest research or technical information, into easy-to-understand, accessible content. Unlike traditional forms of content creation, this form of science writing prioritises accuracy and reliability. Companies must ensure the claims they make are backed by relevant research.

Perhaps the hardest aspect of science writing is keeping a reader hooked. Dry, verbose scientific terminology isn't always a riveting read. Experienced scientific content writers simplify the jargon, sprinkle in metaphors, and contextualise the data without ever losing the core facts.

Scientific content comes in all shapes and sizes. You'll find it everywhere, from cosmetic product descriptions to biotech white papers.

Still not sure? Here are some common examples:

  • SEO-Optimised Blog Posts: Writing in-depth blog posts on relevant scientific topics optimised for search engines can attract organic traffic and educate readers.

  • White Papers and eBooks: Comprehensive, long-form content that delves deeply into scientific subjects or presents authoritative perspectives on key industry issues can establish the company as a thought leader in their field.

  • Infographics: Agencies can design engaging infographics that simplify complex scientific data or processes into a visual format that is easy to understand and shareable.

  • Scientific Journalism: The agency can write journalistic pieces about recent scientific discoveries, advancements, or controversies that affect the client's industry, using rigorous research methods and maintaining a fair, unbiased perspective.

  • Case Studies: Writing detailed case studies can showcase how the company's scientific product or service has solved a problem or achieved results for customers.

  • Social Media Content: Crafting engaging and visually appealing content for social media that can educate, entertain, and engage the company's target audience.

  • Email Newsletters: Regular newsletters with updates on the latest company news, products, or relevant scientific topics can help keep customers engaged and informed.

  • Press Releases: Writing press releases about the company's latest research findings, product launches, or other significant events can attract media coverage and raise the company's profile.

How Does Scientific Content Relate to SEO?

Scientific writing and SEO aren't unrelated. If you're a science-focused company, generating site traffic is pivotal to your digital success. That's where SEO comes in. Targeting the right keywords and creating engaging content ensures you're more discoverable to your target audience.

In fact, science-based businesses are in a special position – they're perfectly positioned to not only inform but also educate customers, debunk myths, and drive decisions grounded in facts.

Think about it: the greater the visibility, the bigger the impact.

Here's how to combine the two:

  • Keyword Research: The backbone of any solid SEO strategy. For scientific content, focus on relevant terms and phrases your audience will likely use to find your content. That doesn't always mean high-volume keywords. While terms like "climate change" or "vaccines" are acceptable for general topics, don't worry about going after lower volume terms like "polymerase chain reaction" or "bioinformatics" if these terms are highly relevant to your business. These keywords may have a much higher search intent.

  • Quality Content: Search engines love high-quality, original content. And there's no better way to provide this than through in-depth, accurate scientific explanations, thought-provoking theories, or breaking news on scientific advancements. The more engaged the reader is, the longer they spend on your page, the higher your rise up the rankings. Plus, you're likely to get shared and linked to.

  • Accessibility: Search engines favour content that's easy to read and understand. No matter how complex the science, breaking it down into clear, simple language enhances its SEO. Use headings, bullet points, and short paragraphs to be more accessible to your audience and the algorithm.

  • Link Building: By far one of the most important yet ignored aspects of SEO. Link building is hard. Including credible external links is a simple way to enhance your content's reliability and relevance. However, you also want to generate backlinks – websites linking back to you. It's the #1 way to boost your authority and SEO rank.

  • Meta Descriptions & Title Tags: Often ignored, these brief snippets of text help search engines understand what your content is about. A well-crafted meta description and title tag can spark curiosity and encourage more clicks. Try to integrate your primary keyword into both.

6 Top Tips for Improving Your Company's Scientific Communication

Avoid Complicated Jargon

Even scientists sometimes find academic papers a little heavy on jargon. You can bet your customers agree. It's your job to translate that knowledge into comprehensible language.

Don't bamboozle readers with dense paragraphs about lymphocytes and leukotrienes when a simpler term would work just as well. If you can't avoid complex terminology, always provide a clear, concise definition – and repeat it twice throughout the piece.

Understand Your Audience

Pitch to your audience. Business-to-business (B2B) companies can make their content far more technical than companies marketing directly to consumers. Not all audiences are equal.

Judge the knowledge level and goals of your customers and cater to them. Use the language, tone, and expertise they'd expect.

For best results, get a few trusted customers to read your content to see if they can easily understand what's being said. It's a brilliant way to identify if something needs clarifying or if you're being too simplistic.

Simplify Complex Ideas

If you can't explain it, you don't understand it. It's the cardinal rule of excellent content writing. The art of scientific communication, therefore, lies in taking big-picture ideas and simplifying them for the lay audience.

Use metaphors and analogies to help explain complicated ideas and take your audience with you. This isn't a new idea. Even Einstein, when developing the concept of relativity, talked about the "fabric" of space-time. Clever phrases can help translate abstract concepts into familiar experiences.

Use Visuals

A picture says a thousand words is more than a cliché. Charts, diagrams, infographics, and even simple illustrations work wonders at making data and ideas more accessible. You could say that X is 25% more than Y. But if you show it on a bar chart, your customers can see the jump for themselves.

Tell a Story

Take your reader on a journey. Don't drown content in endless facts and figures – they're the cherry on top, the proof in the pudding, not the pudding itself. Framing a blog article, newsletter, or piece of scientific journalism around a narrative naturally draws the reader in. Where appropriate, add a dose of facts, but never detract from the tale of scientific discovery.

Ensure Accuracy

Last but not least is accuracy. If you're writing scientific content and you're not checking your facts, then you're not writing scientific content. Science is all about precision and honesty.

Never mislead customers with poor-quality studies or cite evidence that doesn't exist. Always fact-check and reference your sources. That could mean adding hyperlinks to your text or using a numbered referencing system with a list of sources at the end.

Final Thoughts

Scientific content writing is a balancing act between technical details, engaging content, and SEO optimization. But the effort is worth it. Science-based businesses can debunk myths, drive decisions, and deepen customer relationships.

Bold claims require bold evidence. That's where science content writing comes in.

If you're unsure where to start, don't worry. Impeccable Writing is here to guide you. Book a free consultation with us today, and let's translate your science into a language everyone can understand.


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