SEO for Manufacturing and Industrial Companies

If your manufacturing and industrial company is looking to attract more leads and boost online revenue, then search engine optimisation (SEO) is a powerful tool to achieve these goals.

In this guide, we’ll go into everything you need to know about manufacturing SEO, including what it is, why it’s important for your business, and how you can develop and implement a strategy.

What is Manufacturing SEO?

Manufacturing SEO refers to the process of heightening a manufacturing or industrial company’s online visibility in organic search results, such as on Google. This involves implementing strategies to optimise the company’s website and improve its rankings for industry-specific keywords and phrases.

SEO for manufacturers encompasses both on-site and off-site optimisation techniques, which are usually categorised into on-page, off-page, and technical SEO. On-page SEO focuses on elements like keyword research and content creation, off-page SEO involves strategies like link acquisition. And finally, technical SEO addresses aspects such as site performance, mobile usability, and page speed.

Ultimately, by leveraging these strategies, manufacturing companies can attract more qualified leads and connect with customers who are actively searching for their industrial products or services.

Why is SEO for Manufacturers Important?

SEO is important for manufacturers because buyers rely heavily on search engines to find solutions, whether they’re looking for specific machinery or services. Unlike general consumer-focused SEO, manufacturing SEO is highly technical and tailored to a niche audience. It necessitates the use of industry-specific keywords and content that showcases expertise and authority in the industrial space.

As such, for manufacturing and industrial companies, SEO takes on a unique role due to the business-to-business (B2B) nature of their customer base. Unlike in the B2C sector, where the organic visitor is often the product’s end user, the typical B2B buyer is part of a larger team of decision-makers. This means your website needs to appeal not just to the person conducting the search, but also to others involved in the purchasing process.

What are the Benefits of SEO for Manufacturers?

Implementing a comprehensive SEO strategy offers numerous advantages for manufacturing and industrial companies. It can drive higher brand awareness, increase website traffic, attract more qualified leads, boost revenue, and deliver a better return on investment (ROI) compared to traditional marketing methods.

Without SEO, manufacturers risk losing all the above benefits to competitors who rank higher in search results. Whereas, by incorporating SEO, manufacturing companies can position themselves as industry leaders and ensure they remain relevant in an increasingly competitive market.

7 SEO Tips for Manufacturing and Industrial Companies

1. Conduct keyword research

Every successful SEO strategy begins with detailed keyword research. This step involves identifying the search terms your target audience uses when looking for your company’s products, manufacturing processes, or industry-specific topics. For each keyword, it’s necessary to evaluate factors such as search volume, difficulty, relevance to your business, and the intent behind the search.

2. Develop a content creation strategy

Using your keyword research as a foundation, you can craft a targeted content strategy. Start by prioritising a mix of high-volume, moderate-competition keywords alongside long-tail keywords with minimal organic competition. Your content should address the specific needs and interests of your target audience. This often includes creating in-depth product guides, educational articles on manufacturing processes, and detailed competitor comparisons.

3. Optimise crawlability and indexability

For your content to rank in search results, search engines must be able to crawl and index your site’s pages. Start by verifying that critical pages are not blocked by a ‘noindex’ meta tag. Next, create and submit an XML sitemap which includes all primary pages. Additionally, maintain a well-structured robots.txt file to guide crawlers. Finally, strengthen your site’s internal linking by connecting related pages.

4. Optimise website navigation

Effective navigation is key to helping visitors quickly find the information or products they need on your site. Start by organising your products into clear, intuitive categories which reflect how your target audience is likely to browse. Make sure that each category is easily accessible through your main navigation menu, and aim to minimise clicks. Principally, no visitor should need more than three clicks to reach their desired page or product from the homepage.

5. Ensure mobile-friendliness

Google primarily uses the mobile version of your site to index and rank pages, so having a responsive, mobile-optimised site is essential. This means creating mobile-friendly versions of all central pages, using responsive design which automatically adjusts to different screen sizes, and guaranteeing your site is easy to navigate on touchscreens.

6. Leverage local SEO

To boost your manufacturing and industrial company’s local presence, use Google My Business, which enables Google to display the most relevant information for local searches. Claiming and optimising your Google My Business listing provides several advantages. Namely, it offers potential customers ways to contact you, encourages customer reviews that build trust, and gives you access to valuable insights about how users find and interact with your business.

7. Monitor and refine

After setting up your website for SEO success, it’s integral to track your progress and continuously refine your strategy. This requires selecting the right tools and defining key performance indicators (KPIs). At a minimum, you should use Google Search Console to monitor the number of impressions each page receives and track its click-through rate (CTR). Moreover, Google Analytics provides metrics into organic traffic, helping you understand visitor behaviour and identify areas for improvement.

How our SEO expertise can help your Manufacturing and Industrial Company

At New Horizon Marketing & Advertising Ltd., we bring extensive experience in delivering SEO services across various industries, including manufacturing. While this guide provides a solid basis for your manufacturing SEO strategy, incorporating these practices can be challenging, especially when you’re focused on running your company.

That’s where we come in. Let our team handle the complexities of SEO so you can focus on what matters most – growing your business. If you’re ready to experience the benefits of a tailored SEO strategy, then be sure to get in touch with us today.