In a very fast evolving society, digitalization has transformed the marketing strategies from traditional marketing to digital marketing. Search engine optimization (SEO) is an important factor in relation to effective digital marketing strategies. In the medtech-sector the strategy has faced challenges due to regulations and ethical-principles. This means that the SEOstrategies in the medtech-industry must find a balance between effectiveness and legal regulations and ethics.  This study examines how medtech-companies can use SEO-strategies in a more effective way, in relation to regulations and ethical-principles in a complex sector. Based on relevant theories and interviews with experts (from Mölnlycke Health Care and the local SEO-agency Våning 18) the result highlights the advantages with on-page- and technical SEO to ensure digital visibility respecting regulations and ethical-principles. This study offers practical insights into how SEO can support digital marketing in the medtech industry.