Did you know that 85% of manufacturing marketers use content marketing? Content is king in today’s digital age, especially for manufacturing. However, creating compelling content isn’t enough to drive traffic to your website and generate leads. Search Engine Optimization (SEO) is vital for ensuring your content can be found by your target audience.
Understanding SEO for industrial businesses and discussing how to implement an effective SEO strategy will help your manufacturing company’s SEO rank, ultimately leading to more conversions. Whether you’re an experienced marketer or new to the industry, understanding SEO best practices can help you achieve your marketing goals, improve your online presence, and drive business growth.
What is SEO and Are You Taking Advantage of These Tips?
Search engine optimization (SEO) is improving the visibility and ranking of a website in search engine results pages (SERPs). It involves using various tactics and strategies to increase the quality and quantity of website traffic by improving its relevance and credibility to search engine users.
SEO for B2B companies is crucial for any business or organization with an online presence, as it helps to increase website traffic, improve brand awareness, and ultimately drive sales and revenue. By using SEO for manufacturers, your company can outrank the competition.
Discover the Best SEO Practices for Your Business
At its core, SEO involves optimizing various aspects of your website to improve its relevance and credibility in the eyes of search engines like Google. By implementing the manufacturing SEO best practices, you can improve your website’s ranking in SERPs and increase its visibility to potential customers. This can lead to increased website traffic, higher engagement levels, and ultimately, increased sales and revenue for your business or organization. Below are six best practices for using SEO for manufacturers.
1) Time to Value
Time to Value for Content refers to the time it takes for a user to get to the most crucial information in your content. This could also be referred to as the Inverted Pyramid, where the most critical information is at the beginning of your content and gradually provides more detail and supporting information as you move down the article. By doing so, you quickly engage your audience and provide them with the critical message they need to take action while also improving the readability and scalability of your content. Additionally, using the inverted pyramid can also help improve your SEO rank as search engines favor relevant and easy content to consume and interpret, which is precisely what the inverted pyramid provides.
2) Structured Content
Structured content involves creating a hierarchy of content on your website that enhances the strength of your top pages, engages users, and adds value. This consists in building content hubs and spokes connected to the hub page further down the hierarchy. However, many manufacturing companies make the mistake of publishing content pages randomly without any strategy or structure, rendering these pages ineffective. The key benefit of structured content is that once you achieve the Hub Page level, you can connect it to different supporting content such as Spoke pages, Blog pages, Videos, or Infographics that correspond to and reinforce the Hub. This enhances the power of the Service Page above and creates compounded results.
3) Keyword Research
Keyword research for manufacturers is a crucial aspect of any successful SEO strategy, and it involves identifying the right keywords to target for your website and content. By targeting the right keywords, you can increase your website’s visibility, reach your target audience, and attract more traffic.
To conduct keyword research, identify the topics and themes relevant to your industry, niche, or business. From there, use keyword research tools like Google Keyword Planner or SEMrush to identify high-volume and low-competition keywords related to your topic or theme.
Once you have identified your target keywords, integrate them strategically into your content, including your page titles, meta descriptions, and image alt tags. Also, consider a local SEO for manufacturing companies keyword searches to help your business be more visible in local search results on Google. However, avoiding over-stuffing your content with keywords is essential, as this can look spammy to search engines and negatively impact your website’s ranking.
4) Internal Linking and Link Building
Internal linking and link building are two important and closely related aspects of SEO that can help improve the ranking and visibility of your website. Internal linking involves connecting associated pages within your website through hyperlinks. By including internal links in your content, you help search engines understand the structure and hierarchy of your website, and you also provide users with a better browsing experience by guiding them toward related content.
Link building for industrial businesses involves acquiring external links to your website from authoritative and relevant sources. When other websites link to your content, search engines see this as a signal that your website is of high quality and relevance, and it can help improve your website’s ranking in search results.
5) Remove and Repurpose Underperforming Content
Removing and repurposing underperforming content is critical in optimizing your website’s SEO strategy. Not all content is equally compelling; some may not drive the traffic and engagement you need. You can identify underperforming content by analyzing your website’s analytics data. This data should give you insights into the pages with the highest bounce rates, lowest engagement rates, and lowest rankings in search results.
Once you have identified the underperforming content, consider removing it if it has low value or is outdated. However, if you find that the content still has potential, you may consider repurposing it into another format. For example, a blog post can be turned into a video or an infographic, or a series of blog posts can be combined into a more comprehensive guide.
When repurposing content, make sure to optimize it for the new format. Videos should have proper captions and descriptions, and infographics should have alt tags. Also, make sure to update any outdated stats or information when repurposing content. On-page optimization for manufacturing websites may be as simple as updating the keywords in an older piece.
6) Diversify Visuals
Using diverse visuals is a critical aspect of any successful SEO strategy. Diversifying your visuals can keep your content engaging and relevant to your audience while also making it easier to scan and read by incorporating elements like images, infographics, videos, and animations.
When incorporating visuals in your content, make sure to focus on quality over quantity. A single high-quality image can be more effective than multiple low-quality images and can help enhance the visual appeal of your content. Additionally, make sure to use visuals related to the content theme or topic.
Another way to diversify visuals is to incorporate user-generated content, such as images or videos submitted by loyal customers or followers on social media. This can add variety to your visuals and help build stronger relationships with your audience.
Get Started Implementing SEO in Manufacturing
With a basic understanding of industrial SEO strategies, you can revamp your company’s website to rank higher in SERPs. Remember that SEO is a long-term game, and consistently applying these best practices can help make your website more visible, relevant, and trustworthy in the eyes of search engines and your target audience. By utilizing these SEO for manufacturers tactics and tools creatively, you can improve your search visibility and gain the competitive edge you need to succeed.
If you would like to learn more about how Farotech’s services can radically transform your company with Google rankings, please schedule a consultation.