A Guide to SEO Strategy for Manufacturers

March 2, 2020
manufacturing SEO warehouse

Do you live in the 21st century? Then SEO should be an integral part of your sales & marketing strategy. Without it, you’re fighting an uphill battle against your competition.

“The best place to hide a dead body is on the second page of Google search,” – Anonymous SEO Expert.

SEO strategy for manufacturers involves strategic keyword selection, improving user experience, adjusting website structure, and regularly publishing new content.

While it may seem like a lot at first, with the right approach, manufacturing SEO can become your top lead magnet. Let’s go a little deeper into the search engine optimization for manufacturers.

1. Website Structure

It’s easier to optimize your website for SEO at the building stage. However, if you already have a website, an SEO expert can tweak it for you.

  • Bad links – all links on your website should lead to the desired destination. Poor links don’t just reduce your rankings, they hinder the user’s experience. You can take advantage of a free broken linke checker tool like Screaming Frog to identify these problems.
  • Metadata – metadata is something your client doesn’t always see but the search engine does. These little pieces of data describe what your website is all about, helping the search engine list it when a user makes a related request. Meta titles, meta tags, and meta descriptions must be optimized to achieve higher rankings.
You should also use Google Analytics to find webpages with high bounce rates and determine what makes them unattractive to users. Adjusting your website may not be as straightforward as it seems. In some cases, you may see two possible solutions. Use A/B testing to see which one works the best for client attraction, conversion, and ranking improvement.

2. Performing Keyword Research

Choosing the right keywords is the key to any SEO effort. But first, who are you trying to drive to your website? This is often more complex for manufacturers, who may be targeting potential distributors, end-users, or both. Identify exactly who you’re trying to target before selecting keywords. While numerous keyword-generating tools exist online today, you need to brainstorm first. Begin by writing down descriptive two or three-word phrases about your products, such as “RC cars”, “Honda parts manufacturing” or “glass bottle manufacturer”. To get a good start, you need to come up with at least 10 of them – often times many more. Then you can go on to using different tools to see which keywords are popular, refine your search terms, find out which keywords work for your competition, and much more. Some of the tools to consider:

While the tool can do a big chunk of work, you still need to go through each keyword manually to ensure its relevance. Researching which keywords your main competitors are targeting will provide insight into what’s working for them, and what they’ve overlooked. Then you can use their mistakes and experience to your advantage. In case your website has been around for a while, it’s easy to figure out which keywords it ranks for to use them for further research. You can use the same tool to check both yours and competitors’ websites for keywords.

3. Creating High-Quality Content

Content is the key that opens the door to the website’s visibility. Not only is it essential for high search rankings, it will also help convey your expertise and increase credibility, which can turn more browsers into buyers. As a manufacturer, you have an excellent opportunity to capitalize on high-quality content because the industrial sector is often behind the curve on digital marketing. Your potential clients are looking for information online. Give it to them. Generate educational articles to attract people to your website. Sprinkle the content with keywords and you are on your way to success. Today, the quality of the content you provide online is highly important. Take advantage of your expertise to offer value to potential clients. Poorly written or, worse, copied content overstuffed with keywords could land you a penalty instead of a high conversion rate.

  • What questions do you people ask about your products the most?
  • What can you educate them about on the industry or your product?
  • Which misconceptions do they have about your products?
  • Do they need help with the buying process?

Cater to the seeker’s hunger for advice and information with your articles. Several things to consider when creating content are:

  • Size – search engines don’t favor small articles since they aren’t likely to provide sufficient value. Keep them at least 1,000 words long.
  • Structure – articles must be easy to skim through so they should have bullet points and headings.
  • Keywords – use keywords sparingly to avoid overstuffing. You can dedicate one article to one keyword.

4. Improving User Experience

SEO isn’t just about making your website appealing to the search engine. It’s also about making users happy. These two efforts go hand in hand. To ensure excellent user experience, you have to work on the structure of your website. If visitors aren’t happy with what your website has to offer, they’ll simply leave. This won’t just affect your ability to retain potential clients but boost your bounce rate and hinder rankings.

  • Mobile-friendliness – the website has to be easy to navigate on mobile gadgets.
  • Easy navigation – if a ten-year-old kid can navigate your website, your designer has done a great job. When people are pressed for time, they need clarity and simplicity.
  • Loading speed – slow-loading websites have high bounce rates. Users are likelier to go on to the next search result rather than wait for your website to load. Check the speed of your webpages for free at GTmetrix.com. It’s possible to adjust the loading speed by reevaluating plugins, cutting image size, rethinking videos, and compressing content.

SEO for Manufacturers – Bringing Your Sales to the Next Level

While manufacturing SEO may be time-consuming, when done right, it has an impressive ROI. Besides driving traffic to your website and helping you acquire clients, it improves brand awareness and improves user experience. Even though it’s possible to achieve SEO results on your own, an experienced industrial marketing agency can do a much faster and more efficient job. For more information about industrial SEO, contact us today.