Guide to Search Engine Optimization for Manufacturing

March 06, 2018 / By Bruce McDuffee

What is search engine optimization? Why do you need it and how does it work?

Search engines are looking for relevancy, quality content, user experience, site speed, cross device compatibility, internal linking, and authority. And when your content meets these criteria, it will rank higher on search engines. Ranking high on search engine results means increased visibility for your brand. 

Search engine optimization (SEO) is a combination of enhancements and best practices that are done on and off your website to help you rank higher on search engines such as Google. To put it simply, SEO helps you reach your target market by improving your ability to be discovered by potential customers perform a search query. It is crucial to any manufacturing marketing strategy.

On-page SEO and Off-page SEO explained

As mentioned, SEO is done on and off your website. On-page SEO is the practice of structuring your website and optimizing individual web pages, so they rank higher and attract relevant traffic via search engines. On-page SEO can be both optimized HTML source code or content.

Some on-page SEO strategies include starting the title tag with your keyword, using responsive design, leveraging SEO-friendly URLs, and using outbound and internal links.

Off-page or off-site SEO are the techniques you use to improve the position of your website in search engine results. Off-page SEO includes social bookmarking, social media marketing, and link building. As one of the most popular and effective off-page SEO tactics, link building is similar to gathering votes for your page so you can rank higher than your competitors. Having someone like your article enough to reference it on their website or blog tells search engines that you’ve got valuable content which they will reward with higher rankings.

The Value of SEO in Marketing for Manufacturing

Competition is fierce in the manufacturing industry. With so many companies out there, you cannot afford to ignore proven strategies that can help you gain more visibility and exposure to a market that needs your services and is turning to search engines looking for exactly what you have to offer.

A smart and well-executed SEO strategy that involves both on- and off- page approaches will result in increased website traffic and higher brand awareness. Ultimately, this means more qualified leads which result in increased revenue. Furthermore, because SEO is cost-effective, you’ll enjoy a higher ROI than you would with traditional marketing methods.

Because every company, regardless of size and industry, has a place online, manufacturing is no different. Manufacturing companies have discovered that the best to reach today’s market is to create a commanding online presence. To accomplish this, they should have a website as a home base, social media profiles, and a blog that is regularly updated.

Blogging is an integral component of SEO as it will be a channel to bring in more traffic. The articles that you publish will appear in search engine queries when they are strategically optimized. And when your blog articles appear in search engine queries, people will click them and be led to your website which then increased awareness for your brand and gains your company exposure, while also promoting you as a thought leader in your industry.

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