Industrial SEO 101: A Beginner’s Guide to Optimizing Your Website

You might have heard of “SEO” before. After all, “SEO” has been a buzzword for the past several years, but it has been more commonly talked about in e-commerce rather than in the manufacturing industry so this is where we want to clear things up, especially for manufacturers like you. You might think it’s not necessary for your industry, but this couldn’t be further from the truth. Industrial SEO is just as important for manufacturers as it is for any other business, and in this article, we’ll discuss why.

As we’ve mentioned, manufacturing SEO helps you to get more eyeballs on your business which can eventually turn into sales, but let’s break it down further for you.

For sure, you’re aware that we are living in a digital age where everything we want to ask is or at least most of that can be answered by Google. We’ve even coined the phrase, “Google it!” every time somebody asks something that can be easily searched online, right?

Similarly, the customers’ buying behavior has also changed through the years. Today, the first stage of the buying process begins online. People go online to research, compare products, and prices, and read reviews before making a purchasing decision. For manufacturers, this means developing a strong online presence so you can make yourself visible and most importantly, accessible to potential customers who are actively searching for the products and services that your manufacturing company offers.

In addition, your online presence will also help you to establish credibility and trust with potential buyers. The more they see you, the more they get familiar with you, and the more they trust you.

But–“Isn’t a website enough?”

Yes, having a website is crucial to your online presence. But it’s not enough to pull in massive customers, it’s about making the most out of it and here, it’s about optimizing it for search engines so that your website appears first in front of potential customers when they’re searching for the product or service that you offer. 

Here’s what other B2B marketers have said about leveraging SEO in their marketing strategy:

• 49% of B2B marketers implement SEO in their marketing tactics
• 75% of customers search for content online first before making a purchase
• According to 34% of B2B marketers, SEO has the highest ROI in all of their marketing tactics

First, what is Industrial SEO?

Industrial SEO or manufacturing SEO is the process of optimizing your website and your online content (web copy and internal blog articles included) to improve its visibility and ranking on search engines like Google, Bing, and Yahoo. 

SEO for manufacturers includes implementing a slightly different set of strategies and techniques as compared to your typical e-commerce SEO which we will delve into a bit later. Ultimately, the goal of industrial SEO is to attract a multitude of potential customers who are already interested in what you offer and convert them into buyers.

Key Components of SEO

On-page SEO involves your website’s content and structure such as:

• title tags
• meta descriptions
• headings
• internal links
• alt tags on images
• keyword optimization

Off-page SEO, on the other hand, are activities that take place outside of your website, such as:

• building backlinks from other reputable websites to establish credibility and authority
• social media marketing
• influencer marketing
• online directories/listings
• forums
• guest blogging

 

Technical SEO focuses literally on technical aspects of your website that affect its crawling and indexing by search engines, such as:

• mobile-friendliness
• page speed
• URL structure
• sitemap
• robots.txt
• canonical tags
• schema markup
• SSL certificate

Keywords

Keywords are the phrases you type in when searching. For instance, you could be looking for generators so you type in “power generators for industrial use”. That phrase is your primary keyword.

However, it is important to note that using only one or two keywords won’t cut it. You have to think about short-tail keywords (1-2 words) and long-tail keywords (3+ words). This will help you cover a wider range of search queries and reach a more targeted audience. Additionally, incorporating variations of your primary keyword and related keywords can also improve your SEO and help you rank for multiple search terms.

Going back to our example earlier,  some variations of the primary keyword “power generators for industrial use” could be:

• heavy-duty power generators
• industrial-grade generators
• power generation equipment for factories

By including these variations, you increase your chances of appearing in search results for different user queries.

Keyword Research

You can rack your brain trying to come up with a gazillion of keyword variations and you’ll still come up short. The good news is, you don’t have to do that. There are many SEO tools and resources available that can help you with keyword research.

• Google Keyword Planner
• SEMrush
• Ahrefs
• Moz Keyword Explorer

These tools can give you insights into which keywords have the most potential, how competitive they are, and any suggestions for related keywords that you can use.

Here are the keyword metrics that you need to check:

Search Volume

Search volume pertains to the number of times a keyword is searched for in a given period. This metric can give you an idea of how popular or in-demand a certain topic or product is.

Keyword Difficulty (KD)

As the name suggests, this metric tells whether it will be difficult for you to rank for a specific keyword. It is usually measured on a scale of 0-100, with 0 being the easiest to rank for and 100 being the most difficult. You’ll usually find a heat map that categorizes keywords into easy, medium, and difficult to help you determine which ones are worth targeting.

Cost-per-Click (CPC)

This metric is important for businesses who want to run ads on search engines. It shows how much advertisers are willing to pay for a click on their ad using a specific keyword.

Ideally, go for “low-hanging keywords”

When doing keyword research, you aim to find gaps or opportunities where you can rank higher than your competitors. This means looking for “low-hanging keywords,”  These are search terms with high search volume and low keyword difficulty. These are the best keywords to target as they have a good potential for driving traffic to your site, while still being relatively easy to rank for.

On-page entails optimizing the content on your website for better visibility and relevance to search engines. Here are some tips for on-page optimization:

Optimize meta tags

• Use your chosen keywords in your page title, meta description, and URL
• Include your keywords naturally throughout your content
• Use header tags (H1, H2, H3) to organize your content and include keywords in them
• Make sure you don’t forget about meta descriptions and alt text for image

Create relevant and engaging content

• Use tools such as Google Trends and Ask the Public to find popular topics related to your keywords
• Use a mix of text, images, and videos to keep your content engaging and varied 
• Regularly update and add new content to your website, using targeted keywords where appropriate
• Use descriptive anchor text (the clickable words in a hyperlink) that includes keywords
• Use internal linking to connect related content on your website
  • Add links to your internal pages or relevant blog posts
  • Link to credible external sources for added credibility

Off-page optimization isn’t just a techy buzzword to toss around at buzz-infused networking events. These days, it’s like being the new, wise kid on the block in an expansive digital playground. 

So, if you want to rub shoulders with the digital elite and get your brand gabbing away on every corner of the web, you’d need to ramp up your off-page optimization efforts.

We’re talking about good backlinks and a killer social media strategy. That’s absolute gold.

Quality Backlinks: Networking in the Digital Age

Now, let’s unpack backlinks. Consider them your virtual high-fives from the top dogs in your industry.

But how do you rack up these backlinks? First, kick off with crafting content that sticks—think insightful articles, white papers, and studies that have readers not just visiting but lingering, pondering, and even better, linking. 

Outreach needs to be on your daily to-do list, too. Chat up industry leaders, jump into online forums, and contribute as a guest on established blogs to naturally build your backlink profile.

Just a word of caution, though—it’s not a numbers game. Quality still matters more than quantity when it comes to your backlinks or else, you run the risk of getting penalized or worse, de-indexed by Google. 

Social Media: The Art of Being Sociable

Now, let’s chew over social media. Skipping out on this shindig ’cause you think those direct links won’t juice up your SEO? 

Massive missed opportunity.

Social platforms are the bustling markets of today. They’re where your brand can shoot the breeze with both would-be and current clients. LinkedIn, for example, is an absolute treasure trove for B2B interactions. Engage, share, respond, and participate.

Now, let’s switch gears to your website.

Let’s lay it down real simple: your website is kinda like that old car in the garage. Yes, that one that only starts on a good day. Just like that rust bucket needs a tune-up to run smoothly, your website needs some serious TLC if you want it to perform and not just exist like a digital paperweight.

Fast and Mobile-Friendly: The Need for Speed

Here’s the ugly truth—no one has the patience for slow and sluggish websites. If your site loads at the speed of molasses, you may kiss your visitors goodbye. And let’s not start with mobile responsiveness. With everyone glued to their smartphones, if you’re not optimized for mobile, then you’re practically invisible. In other words, you need that site to snap, crackle, and pop on any device.

Data Markup and Site Navigation: Laying Down the Digital Blueprint

Integrating structured data markup is much like installing a high-beam spotlight over your website’s most valuable content. One, this shoots your site up in the SEO rankings. Two, it makes your info pop in search results. Think of it as your content’s VIP pass to the hottest club in town aka the first page of Google.

And while you’re at it, let’s talk site navigation. If visitors need a map and a compass to find their way around your site, you’ve flunked. So, simplifying your site’s architecture isn’t just good manners; it’s good business. Keep it intuitive, keep it straightforward, and watch people stick around longer than awkward relatives during the holidays.

Local SEO can be a game-changer for industrial businesses aiming to dominate their regional market. Think of it as your local pub’s legendary happy hour—it pulls people in like a magnet because nobody wants to miss out on the goods. This isn’t just about throwing a few keywords around and praying to the digital gods. Nope, this is strategic, and it might just turn you into the local hotshot overnight.

Okay, you get it, but, how exactly do you do that?

First, set up your Google My Business profile like you’re marking your territory—because you essentially are. This is your digital throne, your kingdom in the local search results. Keep it updated and enticing. Then, make sure your Name, Address, and Phone number (NAP) is consistent across all platforms and directories. After all, you wouldn’t trust someone who cannot keep their story straight, right?

When done right, Google will love you, locals will find you, and before you know it, you’ll be the big dog in the local scene.

Claiming and Optimizing Google My Business (GMB)

To make sure you’re not missing out, claim your GMB space diligently. Populate it with key details about your business—the services you provide, your location, and how customers can reach you.   

Visuals make an impact, too, so do include photos that show the value of your business. If your equipment or team adds a unique edge to your services, let that shine through as well. Again, regularly update your profile and make sure the information is accurate—this signals to customers that your business is active and engaged.

Reviews are also the currency of trust. Of course, you want your customers raving about how awesome you are. Get them hyped to drop some serious kudos on your page. Even when you get a review that stings, show up and respond the way you see fit.

NAP Consistency Across Online Directories and Citations

Consistent information across all platforms ensures Google can confidently present your business in search results. A mismatch in details can confuse potential customers and search engines alike, leading to a drop in your local SEO ranking. 

Audit your online presence thoroughly. This means checking your details on every platform where your business is mentioned or listed, from social media profiles to local directories. If you discover discrepancies, promptly correct them to maintain a unified presence. Also, consider using a local phone number, as it reinforces your presence within the community.

By establishing a robust GMB profile and ensuring NAP consistency, you’ll position your business prominently in your local area—inviting a swell of customer engagement.

When it comes to SEO metrics, the reality is straightforward: without a roadmap of data and analytics to guide us, we wouldn’t know where to go next. Informed decisions can lead to tangible results.

Tracking Website Traffic and Organic Search Performance

Website traffic is the lifeblood of your digital marketing strategy. We’re talking organic search traffic here. The visitors find your website naturally through search engines, without any direct cost. The ones who have sought you out due to your visibility and relevance.

A noticeable upswing in your organic traffic is a clear sign your content strategy is resonating with your audience, and who wouldn’t want that? It’s natural to be curious about where this surge of visitors is coming from. This insight allows you to refine your approach, ensuring you’re not just part of the conversation but leading it.

Utilizing Analytics Tools

Enter Google Analytics. It’s an analytics tool that enables you to get the ‘who’ and ‘why’ behind your site visitors, so you have a clearer picture than mere visitor counts. 

Here are the crucial metrics you’ll want to keep an eye on:

• Sessions: The total number of times users engaged with your site. A high session count means your website is a sought-after destination.
• Users: This metric separates first-time visitors from returning ones. This helps you gauge loyalty and reach. Understanding the balance between new and repeat visitors can inform how you cultivate lasting relationships with your audience.
• Bounce Rate: This rate reveals how quickly people leave your site after arriving. A lower bounce rate suggests content engagement, keeping visitors interested as though your website contains the conversations they can’t walk away from. In contrast, a high bounce rate suggests that you’re probably boring and worth their time.
• Page Views: This tells you how often your content is being viewed. High page views signal that your content resonates with your audience, much like a trending topic captures widespread attention.

If you ever feel like your website is the best-kept secret on the internet while others seem to be in the spotlight, then it’s time to demystify this. Achieving prominence on search engines is heavily influenced by your keyword rankings and how well you play the game.

Keyword Rankings

Think of your website as a contender in the vast universe of the internet, vying for a coveted spot on Google’s first page. Your arsenal in this battle? Keywords. Platforms such as SEMrush, Ahrefs, and Moz can help you craft the perfect keyword strategy that cuts through the digital noise and captures attention. Just remember to keep an eye on your rankings. Spot a dip, and it might be time to take a different direction. See a spike? Celebrate your win, you’ve hit the mark with your audience.

Search Engine Visibility

High keyword rankings are great and all, but let’s talk about the real magic: search engine visibility. It’s about being seen by the right people, at the right moment, in the most impactful way possible. Achieving greater visibility means going from being a hidden gem to a headline act. Sometimes it’s what separates a moment of connection from a missed opportunity.

Competitor Analysis

Understanding your competitors is, of course, crucial—not with a sense of rivalry, but as an opportunity for learning and growth. Leveraging tools to analyze their keyword rankings and search engine visibility allows you to gain insights into their strategies. This means looking for keyword and content gaps–what keywords are they ranking for? In terms of metrics, is it possible to steal the spotlight and get ahead of them? What strategies could they be doing that you’re missing out on?

The bottom line is that it’s about recognizing the landscape and adapting your strategy to ensure your website stands out. Through thoughtful analysis, position your online presence to not just participate, but lead in your specific niche.

As much as this has been probably a 15-minute read for you, industrial SEO is still not just a casual walk in the park. It entails constant monitoring, analysis, and adaptation. It’s not just about checking off a to-do list, it’s about trying to be ahead of the game by staying on top of your data and strategizing accordingly. 

In the same breadth,  it’s not a one-off thing so you have to be patient and allow time for your SEO efforts to take effect. Results may not be immediate, but with consistent effort and a solid understanding of the industrial landscape, getting that coveted spot on Google’s front page is definitely within reach! 

If you’re struggling with getting your SEO straight, or you just need an extra boost, consult with an industrial marketing agency like MFG Tribe for optimal results.