August 17, 2023

Everything You Need to Know About SEO for Manufacturers

Manufacturing is a complex and diverse industry encompassing a wide range of products and services. From heavy machinery to food production, manufacturing plays a critical role in the global economy. 

As with any industry, manufacturers face unique challenges in having a strong online presence. Another hurdle for companies in this industry is the complexity of products and that could lead to a long sales process with low conversion rates.

By utilizing SEO techniques, manufacturers can solve these problems and ensure that their website appears at the top of search engine results pages (SERPs) when prospects search for relevant products.

This article will cover various topics including keyword research, on-page and off-page SEO, local SEO, conversion rate optimization, and measuring SEO performance. By the end of this article, manufacturers will have a solid understanding of how to improve their SEO and how increased visibility can lead to more inquiries, more leads, and, ultimately, more sales.

Challenges manufacturers face in SEO

One of the biggest challenges is the complexity of their products. Manufacturers must find a way to convey technical information to potential buyers in a way that is easy to understand while also being optimized for search engines.

Another challenge is the highly competitive nature of the industry. With so many industrial companies competing for the same customers, it can be difficult for manufacturers to stand out in search results. Additionally, manufacturers may struggle with local SEO, as many of their products are highly specialized and may not appeal broadly in certain geographic areas.

SEO best practices for manufacturers

To overcome their SEO challenges, manufacturers should focus on several best practices. 

Keyword research

A thorough keyword research can help identify keywords and phrases their target audience uses to search for their products. Once the keywords have been identified, they should be utilized in web page titles, meta descriptions, and content. An optimized page copy is one where keywords are present and its content answers customer questions and addresses their pain points.

Let’s say a company manufactures performance coilovers, their website content must mention words such as “racing suspension”, “lightweight”, “adjustable ride height”, and other phrases that accurately describe their product. These keywords give context and help search engines understand what the website is about.

Keyword research tools

The most popular tools include Google Keyword Planner, SEMrush, Ahrefs, and Moz Keyword Explorer. These tools allow manufacturers to identify the keywords and phrases that potential customers use to search for their products, the popularity of a keyword, and the competition level for those terms.

ahrefs keyword explorer

Keyword research strategies

Manufacturers should pay attention to long-tail keywords, which are longer and more specific search phrases with lower search volume but higher conversion rates. An example of a long-tail keyword is “racing suspension for subaru wrx”. Long-tail keywords can be easier to rank for than more generic terms and can attract more qualified leads to a manufacturer's website.

Another effective keyword research strategy for manufacturers is to analyze their competitors' websites. By identifying the keywords and phrases their competitors are targeting, manufacturers can gain insights into the search terms that drive traffic to similar websites in their industry. They can then use this information to develop more effective SEO strategies and differentiate themselves from competitors.

On-page SEO

On-page SEO refers to the optimization of the content and structure of a website to improve its visibility in SERPs. 

Content is considered as optimized when it contains information relevant, informative, and engaging for the target audience. It should also include relevant keywords and phrases that potential customers use to search for products or services in the manufacturing business. Manufacturers should also ensure their content is unique and not copied from other websites as duplicate content can negatively impact a website's visibility in search results.

A website should have a clear and logical hierarchy, with pages linked to each other in a hierarchical structure. Using descriptive yet concise page titles and header tags (H1, H2, H3, etc.) can also help search engines navigate between pages and understand the content and structure of the website.

Technical SEO

Technical SEO involves optimizing the website's backend to improve its performance and search engine visibility. Employing strategies such as optimizing website speed, using schema markup ensures that the website can be easily visited by search engines.

Mobile responsiveness

Mobile responsiveness is critical for manufacturers, as many potential customers are accessing websites on mobile devices. A website not optimized for mobile devices may not display correctly, which can negatively impact the user experience and the website's search engine visibility.

mobile responsive deign

Local SEO

Local SEO is a digital marketing strategy that helps businesses improve their visibility in local search results. Local SEO is especially important for manufacturers who serve a specific geographic region or have physical locations. 

Local SEO strategies for manufacturers

Claim and optimize local business listings: Manufacturers should claim their business listings on Google My Business, Bing Places, and other relevant directories. They should ensure that their listings are accurate, up-to-date, and include relevant keywords.

google maps

Encourage customer reviews: Manufacturers should encourage their customers to leave reviews on their Google My Business and other directory listings. Positive reviews can improve a manufacturer's visibility in local search results and increase customer trust.

Optimize for local keywords: Manufacturers should optimize their website's content for local keywords. This includes location-specific keywords in page titles, meta descriptions, and content. For example, an aftermarket car suspension manufacturer in LA may use “performance coilovers in la” somewhere in the page copy.

Use local structured data markup: Manufacturers should use local structured data markup to provide search engines with information about their business, such as their address, phone number, and business hours.

Measuring and analyzing SEO performance

Without measuring and analyzing SEO performance, manufacturers will never know if their SEO strategies are working effectively or if they need to make adjustments.

Tools for measuring and analyzing SEO performance

Google Analytics: Google Analytics is a free web analytics tool that allows manufacturers to track website traffic and user behavior.

Google Search Console: Google Search Console is a free tool that helps manufacturers monitor their website's performance in Google search results.

Ahrefs: Ahrefs is a paid tool that provides an in-depth analysis of a website's SEO performance, including keyword rankings, backlinks, and competitor analysis.

SEMrush: SEMrush is a paid tool that provides comprehensive SEO analysis, including keyword research, website auditing, and competitor analysis.

SEO key performance indicators

Manufacturers should track the following metrics to measure and analyze their SEO performance:

Organic search traffic: This metric measures the traffic a website receives from organic search results.

Keyword rankings: This metric tracks the website's ranking for specific keywords in search engine results pages.

Backlinks: Backlinks are links from other websites that point to a manufacturer's website. Tracking the number and quality of backlinks is important for measuring the website's authority and credibility.

Bounce rate: The bounce rate measures the percentage of visitors who leave a website after viewing only one page. A high bounce rate may indicate that the website's content or user experience needs improvement.

Conversion rate: The conversion rate measures the percentage of website visitors who take a desired action, such as filling out a contact form or purchasing.

SEO is a necessity for manufacturers

Manufacturers should prioritize SEO and incorporate it into their digital marketing strategies to succeed in the highly competitive manufacturing company. By following the best practices outlined in this article, manufacturers can optimize their websites for search engines and attract more traffic, leading to increased leads, sales, and revenue. So, it's time for manufacturers to implement SEO strategies and reap the benefits of improved online visibility and success in the digital age.

Sergei Ivanov

Sergei Ivanov

Co-Founder and CEO of Serphead

Sergei has more than a decade of experience blending data-driven insights with SEO strategies to enhance online visibility and user engagement. He has been providing practical guidance for businesses and individuals navigating the digital landscape since 2012.