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Is it acceptable to use search engine optimisation techniques?

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Is it acceptable to use search engine optimisation techniques?

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The question of ‘what can I do to make my website first in search results’ was commented on. Heather’s response was ‘to be sensible’. If you are providing information on your website about a therapy area such as diabetes then it would be reasonable to look at ways to facilitate your website being listed following a search on ‘diabetes’. However, if your website was a product site but when someone typed in the word ‘diabetes’ your product site appeared first, then that could be seen as promoting a prescription only medicine to the public. Companies should not mislead the audience. However, search engine optimisation (SEO) could probably be justified if done appropriately and sensibly.

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*Sadly, we had to bring back ads too. Hopefully more targeted.