SEO Basics for Manufacturing & Industrial Companies

Posted On: July 15, 2019

Whether your manufacturing firm wants to highlight a new product/service or simply boost your online presence, investing in the services of an industrial marketing agency is key. Not only can they help you gain a leg up on the competition, but the right industrial digital marketing firm can give you a lasting presence online, increase your customer base, and generate serious results.

But before jumping into the specifics, it’s important to understand what SEO is and its benefits for businesses both large and small. That’s why the team of experts from Marketing Metrics Corp. has shared some of their years of industry experience below.

What is SEO & What Does it Have to Do with Marketing?

Search engine optimization (SEO) is, in the simplest terms, designed to increase the presence of your brand when users search for related products and services online. Search engines like Google, Bing, and others have specific algorithms designed to crawl through existing websites and match users with exactly what they’re looking for. The right industry-specific keywords on your pages can help your site rise to the top of this list.

How does this affect your marketing strategy? Well, when those search engines are crawling through hundreds of thousands of websites searching for user matches, they’re assessing each one based on several factors, including keywords, site performance, internal linking, and unique content. The more these things are uniquely tied to the industry-specific product or service you offer, the stronger your presence will be online.

What Does SEO Mean when it Comes to Manufacturing?

Things have certainly changed in the manufacturing and industrial sectors in the past few decades. Many firms used to employ marketing strategies based strongly on word-of-mouth referrals, direct mailings, and face-to-face sales efforts. Although these tactics still work, things have become a little more complicated with the advent of the web.

With many manufacturing and industrial buyers and specifiers turning to the internet these days, ranking first in search engines like Google has become a top priority. Many B2B agencies have adapted to these demands by employing innovative keyword tactics, content creation, social media advertising, and more. That’s why hiring a digital marketing firm specifically focused on generating returns in the manufacturing/industrial sector is essential.

Some of the ways an industrial marketing agency will help your company gain an edge online are by using the following strategies in regards to content:

Creating More Extensive Content Pieces

Content creation is a large part of boosting your rankings when it comes to SEO, so it’s important to feature content that users can’t find anywhere else. Gone are the days when a brief 350-word blog with a few industry-specific keywords will do the trick. These days, it’s all about creating more extensive pieces, like long-form blogs, pillar posts (1-1,500 words) or content that offers users something in return, like a free guide or white paper to download or an exclusive webinar offering. So look for an agency that know enough information about your sector that can write detailed content that will resonate with your prospects.

Making Your Content Easy to Find

Whether it’s an eCommerce page or the latest industry news, your users and potential clients should never have to sift through loads of information until they find what they’re looking for. A great manufacturing marketing agency will be able to ensure your site is easy to navigate and customers can easily find things.

Taking a “Question-Based” Approach to Content Development

With new voice-based search technologies like Alexa and Cortana being introduced, companies can gain an edge on competitors by creating content that’s designed to easily answer voice-based queries. Including a FAQ or Q&A section on your website is one of the best ways to do this. By using targeted, long-tail keywords and innovative content, you can drive more users to your site and rise in the rankings.

Leveraging Schema for Optimal Results

Recent changes in Google and other search engines offer manufacturing and industrial companies a chance to thrive. Schema vocabulary is a way to create structured data, such as rich text snippets, answer boxes, and other items that appear directly on the page of a search engine. The better your schema implementation, the more chance your business has of being one of the featured snippets at the top of industry-related Google searches.

Matching Content with User Intent

It’s no secret that performing keyword research is time-consuming, which is why many in the manufacturing and industrial sector prefer to hire an outside agency rather than perform them in-house. Successful keyword research and SEO optimization means that you have the tools to match your content with exactly what potential users are looking for.

Digital marketing agencies perform extensive research on what type of content in your industry is generating the best organic search results, which competitor websites are ranking in Google, and what particular type of content high-ranking competitors offer.

Taking the Next Steps & Hiring a Manufacturing Marketing Agency

For those who want to start generating more returns and expanding their business, enlisting the help of a manufacturing marketing agency familiar with your industry is a great first step. An experienced, reliable firm will be able to provide you with proven results and a data-based approach, allowing them to tweak your marketing campaigns in real-time. Such adjustments help you keep on top of the ever-changing SEO landscape and gain a competitive advantage.

Proper SEO and content tactics are just a part of the puzzle when it comes to being an industry leader online. Such practices are often coupled with targeted marketing solutions, such as pay-per-click (PPC) campaigns that highlight specific users or products. Retargeting is also another tactic that generates great returns. These campaigns draw previous users back to your site who, for one reason or another, failed to take that crucial last step and request a quote or purchase one of your products or services.

Let Marketing Metrics Corp. be your Wisconsin manufacturing marketing agency!

With more than 55 years of combined experience providing marketing solutions to the industrial and manufacturing sector, Marketing Metrics Corp. has the diverse expertise in sales, marketing, and technology to help your business thrive.

To learn more about industrial digital marketing  and employment marketing services, call Marketing Metrics Corp. today at (262) 691-9229 or fill out their online contact form.