In today's digital era, having a strong online presence has become increasingly important, and SEO (search engine optimisation) is a crucial component of any successful online marketing strategy.
Implementing effective SEO tactics can help improve your manufacturing business's online visibility, attract more qualified leads, and ultimately increase sales.
However, SEO is still underused in the manufacturing industry. Optimising a manufacturing website for search engines can be challenging, given the complexity of the sector and the diverse range of products and services offered. Add to this that SEO trends and practices are constantly evolving, and it's no wonder that many manufacturing companies aren't yet implementing search engine optimisation strategies.
But understanding the best SEO practices can help manufacturing companies improve their search engine rankings and drive more traffic to their website.
Web Choice experts can provide vital insights and assistance with building a successful manufacturing SEO campaign. Our specialists have helped various manufacturing businesses create and implement effective search engine optimisation strategies, right from initial planning through to tactic analysis and improvements.
First, let's take a closer look at what SEO actually is.
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SEO, or search engine optimisation, is the practice of improving websites and their content to boost their ranking and visibility.
While the purpose is simple: encouraging more people to visit your site to increase sales. Knowing how to do so is more challenging.
SEO involves various techniques, such as conducting keyword research, optimising on-page content, building high-quality backlinks, improving website loading speed, and more.
Effective SEO requires both an up-to-date understanding of how search engines work and how people search for information online.
Read MoreSEO for manufacturing companies generally involves using the same best practices as traditional SEO. However, manufacturing SEO demands fluent knowledge of the manufacturing industry.
An understanding of two separate fields (SEO and manufacturing) must be combined to create a successful SEO campaign. This combination will allow you to create a campaign that simultaneously matches the needs of your potential clients and search engines.
It is crucial to understand the manufacturing industry's unique characteristics. Manufacturing is a diverse sector encompassing many types of businesses, from small custom fabricators to large-scale production facilities. Some of the most common manufacturing sub-sectors include aerospace, automotive, consumer goods, electronics, and medical devices.
Manufacturing companies also have different target audiences, from B2B customers who purchase products in bulk to individual consumers who buy products for personal use. Depending on the target audience, the SEO strategy will vary. B2B customers, for example, may use more industry-specific terms, while individual consumers may search for more general terms. The sales funnel for B2B clients also tends to be much longer, involving many decision-makers, compared to those involving individual B2C customers.
Read MoreThe core benefit of SEO for manufacturing companies is, of course, increasing visibility. The more people that see your website and web content, the more traffic your site will have and the more sales you'll make.
But aside from the direct effect of increasing sales, SEO can also provide several more important benefits for your manufacturing business.
SEO is a unique marketing technique that allows businesses to continuously appeal to those already searching for information about your services, products, or industry.
It is especially useful because it relies on more than just capturing the interest of ready customers. SEO helps your company appeal to your target audience before and at every stage of the sales funnel, from initial awareness to the final sale and beyond.
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If you want to gain the benefits of search engine optimisation, you'll need to know how it works.
We've compiled a quick guide on the most critical steps of SEO, including how they can benefit your company.
SEO keywords are the phrases or terms people use to find relevant information or products online.
Keyword research is essential to SEO because it helps you identify the words and phrases people use to find information or your products or services. By optimising your website for these keywords, you increase the chances of appearing on the first page of search engine results pages (SERPs), which can boost organic traffic and ultimately lead to more sales.
Competitor Analysis
Keyword research also helps you understand the competition in your industry. By analysing the keywords your competitors use, you can identify gaps in their strategy and develop a more practical and effective approach for your business.
Identifying Useful Keywords
There are several ways to identify relevant keywords for your manufacturing company, including competitor analysis, keyword research tools (like Ahrefs or Google Trends), and customer feedback.
Search Intent
Search intent should be at the top of your mind when looking at potential keywords. Understanding what customers are looking to find when they search for various terms will help you match the wants of your target audience. Of course, this may vary between customers. However, you can often identify one or two key purposes.
Using search intent to guide your strategy, you'll be able to target the most beneficial keywords and create or adapt your content to answer these requirements.
Local SEO
For manufacturing companies with a physical location, local SEO is crucial. Local SEO involves optimising your website for location-specific keywords to improve visibility in local search results. This is particularly important for businesses that rely on local customers.
To optimise your website for local SEO, make sure your website includes your company's name, address, and phone number (NAP) on every page.
Technical SEO focuses on optimising the website's backend code, architecture, and configuration to make it easier for search engines to crawl and index. It can, however, be tricky to manage, especially for those unfamiliar with SEO or without technical knowledge.
With the increasing use of the internet and search engines, manufacturing companies need an effective online presence, and technical SEO can help achieve this.
Avoiding technical SEO is not a viable option since it could halt your progress, preventing you from achieving the visibility, traffic, and sales you desire. If you want to ensure your technical SEO is top-notch, hiring expert help is the best option.
The experts at Web Choice have the practical skills to enhance your website's technical SEO to increase your company's visibility and sales opportunities.
Let's take a look at some of the critical aspects of technical SEO for manufacturing companies.
Page Load Speeds
Website speed optimisation is a crucial aspect of technical SEO. Slow-loading websites can negatively impact user experience and lead to higher bounce rates, harming a website's search engine rankings.
Mobile-Friendly Design
The majority of internet users now access websites via mobile devices, so having a mobile-friendly website is essential. It ensures the website is easy to navigate on smaller screens, providing a better user experience and improving the chances of ranking higher on mobile search engine results.
Schema Markup
Schema markup is a type of code that helps search engines understand website content. By implementing schema markup, manufacturing companies can provide more information about their products and services to search engines, which can improve their chances of ranking higher on SERPs.
On-page SEO includes optimising a website's structure, title tags, meta descriptions, header tags, keyword placement and density, and image optimisation. These tactics are all used to improve user experience and boost your website's search page ranking.
User-Friendly
User experience is an essential aspect of on-page SEO. A website that is easy to navigate, loads quickly, and provides valuable content to users is more likely to rank higher in search results. This is particularly important for manufacturing companies, as users visiting their websites often look for specific information about products and services.
Keyword Placement and Density
The strategic use of keywords throughout a website's content is absolutely necessary for manufacturing companies. Keywords should be carefully selected and used naturally throughout a website's content. Search engines won't view your content as relevant if keywords are used too little. Yet, if you use too many, your site will likely be labelled spam and won't rank well. It's critical to find the right balance.
Image Optimisation
Images can add value to a website and make it more engaging for users. However, large images can slow down a website's loading time, negatively impacting its ranking in search results. Manufacturing companies can optimise their images by compressing them, using descriptive file names, and including alt text that describes the image.
Another critical aspect of search engine optimisation is the stuff that happens off-page. This can include everything from posting on relevant social media platforms to publishing content on other relevant websites. For instance, creating an informative piece for a local news site or enhancing your social media presence.
The most important part of off-page SEO is link building, which we'll discuss more below.
Links both improve user experience and show search engines that your website is trustworthy. Internal links will take customers to other relevant pages on your website, allowing them to find the information they need quickly. External links connect to other reliable sources and demonstrate your content is well-researched.
Backlinks can be more challenging. These are links on other web pages that link back to your site. The more backlinks you have from reputable websites, the better your site reputation and domain rating.
It takes time to gain these backlinks. However, having help from experts like those at Web Choice can ensure this process is as smooth as possible.
Manufacturing companies need up-to-date and informative content for SEO because it helps them rank higher in search engines and attract more potential customers.
Matching relevant keywords and user search intent
Your content should be optimised for specific keywords and phrases your target audience is searching for. Creating content that addresses their search intent significantly increases the likelihood of ranking higher in search results and attracting qualified traffic to your website.
Informative and easy-to-understand content
Your content should provide valuable information that answers the questions your target audience may have. It should be written in a way that is easy to understand, avoiding too much technical jargon that may be confusing to non-experts. But remember that it can help to use relevant technical terms so that you can match applicable keywords.
New and Updated Content
Search engines favour fresh and well-written content. This is because updating your website with new content signals to search engines that your website is active and relevant. It also provides an opportunity to target new search terms and stay ahead of your competition.
As you can see from our guide, SEO for manufacturing companies isn't the easiest task.
Technically, you can optimise your website for search engines alone. This path is mainly selected by small businesses looking for the cheapest option. SEO specialists are the way to go if you want fast and sustained results.
Web Choice has a well-rounded team. Our experts have the know-how to create a tailored manufacturing SEO strategy that matches your business and goals.
Why Choose Web Choice?
We offer our manufacturing customers a competitive SEO campaign. Our specialists will handle everything from planning to implementation and beyond to revising and improving your search engine optimisation. With us, you'll achieve greater visibility, with more potential customers visiting your site, leading to more sales.
Web Choice SEO for manufacturing companies includes:
For the best results, we recommend choosing an SEO specialist with experience creating and managing campaigns for manufacturing companies (like us)!
Web Choice plans for SEO for manufacturing companies typically cost around £4,000 ($5,000). This is for a high-velocity plan, which most manufacturing companies favour. But, of course, prices can increase or decrease depending on the complexity and intensity of your chosen SEO strategy. Don't hesitate to contact us for more information on what SEO plan would best suit your manufacturing business.
You can expect to start seeing results from your SEO strategy in around 6 months. However, this timeline may vary depending on your manufacturing business, SEO investment, and surrounding competition.
Web Choices implements a range of short, medium, and long-term manufacturing SEO strategies, which drive qualified traffic to your site and lead to more conversions. Our tactics include targeting smaller, long-tail keywords to help our clients see results faster. With us, you can expect to see long-term and consistent results.
Manufacturing companies can build high-quality backlinks to their website by creating valuable, shareable content that other websites will want to link to. It can also help to reach out to relevant industry influencers, bloggers, and publications to request backlinks or guest posting opportunities.
Manufacturing companies can improve their website user experience by ensuring that their site is mobile-friendly, easy to navigate, and loads quickly. They should also use clear, concise language and high-quality visuals to effectively communicate their products or services. Additionally, incorporating social proof, such as customer reviews and testimonials, can help build trust and credibility with potential customers.
