Organic traffic is one of the principal lead-generation approaches for many industries, which means that SEO for manufacturers should be of primary importance. However, most manufacturing firms are still behind the curve when it comes to this invaluable marketing channel.
And it is understandable — SEO is a complicated process, especially for a segment that hasn’t leveraged it previously. To help rectify this, here is a guide on how to approach SEO for manufacturers.
1. Start with a B2B Marketing Mindset
It’s safe to assume that most manufacturers are engaged in B2B marketing. Members of that segment need to understand how B2B marketing tactics differ from general online marketing tactics.
With starting the process of engaging in SEO for manufacturers, keep in mind that B2B manufacturers are not marketing to the same audiences as everyone else, and that they have a more complex sales funnel. Plus, their goals are more focused and less diverse.
Manufacturing marketers need to:
- Align keyword research with B2B search intent
- Set up detailed audience personas
- Create content based on providing value to a narrower audience
With the low conversion rates that manufacturers already see, it’s important to align SEO with specific B2B needs.
Keyword research that supports SEO for manufacturers needs to take into account the fact that manufacturers have much smaller client bases than B2C businesses. This means much stiffer competition for the same keywords as competitors all vie for the attention of the same few customers.
There are, though, always the underexploited opportunities, but finding keywords that align with a manufacturer’s audience’s needs, but that has relatively low competition, is possible. Tools like Ahrefs, Moz, and Semrush will be indispensible.
Using the right keywords can be extremely rewarding for SEO for manufacturers. If you do it right, it will help you stand out among a shortlist of business contenders.
There’s a difference between creating content that’s more visible, and content that’s valuable. It’s important that every piece of content you put out has both qualities.
That’s because your already limited audience pool has multiple viable choices. You need to stand out via thought leadership and by providing actual value through your content. In short, you need to prove early on in the sales funnel that you know what you’re talking about.
Having an in-house content department is great for developing authentic content. However, there are numerous SEO content writing services online that can help maximize your content quantity and quality so you can get more leads.
A major buyer generally needs three things from a manufacturer’s website.
- An easy-to-use interface
- Proof of the manufacturer’s expertise — this can be in the form of content that demonstrates how the host will solve the visitor’s problems
- An immersive design geared toward user experience
Although B2B web design has its own set of standards, every manufacturer’s site needs may be different based on their unique clientele.
This is why it’s important to focus on making sites highly usable and informative, with relevant content to appease users, as well as Google’s page experience algorithm.
Manufacturers often work with various suppliers, distributors, other manufacturers, contracting services, and others.
All of these present link-building opportunities that you can leverage.
Although content is a major ranking factor in SEO for 2022, backlinks are still one of the core ranking factors.
If you earn a backlink from each of the businesses you work with, that will cause the algorithm to declare your site reputable and worthy of higher ranking.
Getting results from efforts to improve SEO for manufacturers could be a one-time thing if you don’t consistently track what works for them (and competitors) and what doesn’t.
All of this data will help you identify weak spots in your SEO strategy and double down on what’s actually getting leads.
Tracking also provides insight into how visitors engage with your website. This will help you create a better user experience overall.
Although fixing broken links technically qualifies as back-end technical SEO, it’s still valid point when it comes to SEO for manufacturers, especially if all the links are to vital information customers need to make buying decisions.
Fixing links requires hiring someone with in-depth knowledge of technical SEO. It’s a solid investment, though, since it directly contributes to better user engagement, a more stable site, and a more pleasant user experience.
Final Thoughts on SEO for Manufacturers
Regardless of the industry and business segment they’re operating in, everyone with an online presence can benefit from a solid SEO strategy. As a manufacturer, you can leverage SEO to both gain new business and get a leg up on the competition.