As explained in the previous blog, till the time the business buyer talks with the supplier, the former has done thorough research on the product. His/her go-to method of making SEO for manufacturing companies is almost unavoidable. It stems from the fact that if your brand website isn’t discoverable, reaching your multiple touch points may prove difficult. The only antidote to it is to boost the visibility of your website. To ease up your efforts in charting out a well-oiled SEO strategy, here are SEO tips that any manufacturer who wishes to be successful should implement.
SEO for manufacturing companies yields revenue-boosting results only when it addresses your target audience. Note that the buyers you want to attract look different from consumers that are the target of most industries’ SEO efforts. Though they may be using search engines to search relevant topics, they may have different habits.
That’s where audience analysis plays a vital role. It lets you go beyond demographic analysis to build a personalized profile of hypothetical, ideal buyers. Its added advantage is you can understand your audience’s pain points, which in turn can guide your SEO strategy.
Keywords form the kernel of SEO, as they are the words or phrases that make it possible for people to find your website. That’s why it’s important to select keywords after creating buyer personas and identifying their wants, needs, and motives. Its absence will put you in danger of targeting keywords that fail to deliver traffic and conversions. Apart from chatting with your clients to know what they want to learn, you can observe what is being said on online forums and websites that focus on your industry and its niche. Note that if you want to be on the top of the search engine results pages (SERP), this social listening should get reflected in your keywords.
Generally, short-tail keywords are the ones with high search volume and high competition. Another problem with short-tail keywords is it’s hard to gauge the user intent behind them. For example, a search for “industrial equipment” may have the following motivations behind it –
1.Researching industrial equipment
2. Purchasing industrial equipment
3. Understanding industrial equipment types
4. Maintaining industrial equipment
5. Repairing industrial equipment
6. Operating industrial equipment
7. Selling industrial equipment
That’s why sometimes it’s wise to target low-competition keywords — also known as long-tail keywords. Instead of targeting “industrial equipment”, SEO strategy for manufacturing companies can narrow its focus and try for a keyword like “industrial equipment benefits.” The strategy should be to target the most valuable keywords first, and then move on to the less valuable ones.
Metadata is a snippet of code hidden within the header of a webpage that helps search engines comprehend what your page is about. Google is constantly looking to guide its users to the most relevant page possible, and metadata allows search engines to know that your page has what users are looking for. Optimizing the page metadata is especially helpful for the manufacturing sector since the segment is becoming increasingly competitive. To stand out in the eyes of the Google algorithm, optimized metadata is unavoidable in SEO strategy for manufacturing companies.
Out of many available types of metadata, Meta title and Meta description are the two most relevant to SEO.
While determining search engine rankings, Google takes into account the right title tag. As shown below, your meta title appears at the top of your search engine listing.
It is helpful for SEO if focused keywords are at the beginning of the Meta title. It should not exceed the preset limit of 160-characters.
Meta descriptions are supposed to provide concise summaries of webpages. They can be of one sentence or short paragraph below the clickable link in Google search results.
Though meta descriptions are not important in determining search results, they are extremely important in gaining user click-through from search engine results pages. They work as ad copies to entice users to click on your site link and persuade them that your page is the more relevant one to their search query.
If users try to navigate to a page on your site that does not exist, a 404 error pops up. Your users might experience 404 errors if you have deleted pages or products on your website. Note that it doesn’t just affect the end user experience. If Google indexes many of your 404 pages, it indicates that your website isn’t functioning well, and it can hurt your search engine rankings.
The best solution to deal with it is creating a 301 redirect. It literally redirects users and search engines to another webpage. Moreover, it redirects the authority of the 404 pages to the new page, passing on any traction you’ve gained from that particular page.
Like every other marketing strategy, SEO for manufacturing companies is incomplete without an ongoing evaluation of the success of your efforts. In the absence of clear metrics to determine whether your optimized blogging actually helps to grow your business, it’s difficult to judge ROI.
Unlike other industries that evaluate SEO’s success based upon traffic generation, manufacturing industry should implement better key performance indicators. One among them is the total generated number of new leads and prospects. Before writing any blog, thus, it’s important to know how many leads this post/keyword will help me generate. With the help of Google Analytics and HubSpot tools, you can make a direct connection between both variables.
You can also read these:
Content Marketing for Manufacturers
Benefits of Social Media for Manufacturing Companies
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