Where does nearly every single one of your audiences go when they need information? They Google it. As Matt Lowe, CEO of performance.io, the industry’s first specialist online performance agency, notes, “this is a universal behaviour for all of your audiences – healthcare professionals, pharmacists, carers, nurses, patients, and payers”. But Lowe says that for most organisations, their performance and search engine optimisation (SEO) marketing strategy is a “barren desert”. Before we launched performance.io, I hadn’t come across one company in any market that had a congruent, well thought-out, SEO strategy,” he says.