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Content Marketing
SEO For Manufacturing: 8 Best Ways For Manufacturers To Attract More Leads
Beth PopNikolov
CEO, Venveo
Intro
In 2024, SEO (search engine optimization) stays one of the most rewarding marketing channels that manufacturers can invest in.
But we won't sugarcoat it: SEO became much more nuanced and multi-faceted compared to even a few years ago: Google algorthythms evolved with new AI technologies, and so did the behavior of search users. As a result, the margin for error has become smaller: while some SEO strategies will bring you stable results, others will drain your budget and even worsen your existing performance.
In this article, we’ll cover the most effective SEO strategies for manufacturing companies, cover unique benefits that SEO offer to manufacturing brands, and analyze upcoming search trends to watch for.
What Is SEO For Manufacturers?
SEO for manufacturers refers to a set of practices and workflows for optimizing a manufacturing company's online presence to improve visibility and attract potential leads from search engines like Google, Bing and others.
SEO involves plenty of different techniques, including:
Most common strategies for manufacturing SEO involve (but are not limited to) tailoring website content, product descriptions, and technical details to attract and engage both business clients and end consumers searching for information, specific products or manufacturing services, improving website performance and navigation, user experience analysis, technical SEO audit, strategic link building, and more.
Benefits of SEO For Manufacturers
You can consistently scale SEO results. There’s no ceiling to how many manufacturing leads you can generate with SEO strategies – find new keywords that attract warmer leads to your services, study competition to spot new ranking opportunities, or expand into new topic clusters that your target audience engages with.
(BONUS) Better Understand Your Manufacturing Customers Through SEO
One key advantage we've observed working with many manufacturing brands is the deep audience insights gained through SEO efforts.
Months of SEO work allow us to understand manufacturing leads in a way no other channel can, revealing their search habits, their perception of your brand and its products, their motivations, and even sales objections. While other sales and marketing channels offer glimpses, SEO provides a complete picture backed up with data.
We've repeatedly leveraged SEO data to boost performance across various marketing channels, including pay-per-click, video marketing, social media content, and direct sales. SEO data helps optimize product research for distributors, combine products effectively, and enhance ecommerce strategies, such as new product pages and optimizing listings on third-party sites like HomeDepot, Amazon, Lowes, and many others.
8 Core Components of Successful SEO For Manufacturers
Achieving SEO success in manufacturing requires a strategic focus on both on-page and off-page elements. Depending on your goals and current state, each of these core components should be tailored to your needs to maximize results, but every viable SEO strategy includes each of these elements in one capacity or another.
1. Keyword Research
Keyword research for manufacturers involves identifying and targeting industry-specific search terms that potential customers use throughout their buying journey.
For manufacturing businesses, effective keyword research is crucial as it helps align content with customer needs, improve search visibility for relevant terms, and attract qualified leads.
Key aspects of keyword research for manufacturers include:
Localized industrial terms. Research region-specific terminology for manufacturers with multiple locations or global reach.
Conducting thorough keyword research before content creation will significantly improve your organic search performance and sales. For example, identifying and targeting specific technical terms used by engineers or procurement professionals can lead to increased visibility among key decision-makers.
2. Link Building
Link building for manufacturers involves acquiring high-quality backlinks from industry-relevant sources to improve domain authority and search rankings.
For manufacturing businesses, effective link building is crucial as it not only boosts search engine rankings but also establishes credibility and authority within their specific industry niche.
Key link building strategies for manufacturers include:
PR and media outreach. Share innovative manufacturing processes, sustainability initiatives, or industry advancements to gain press coverage and links.
A well-executed link building strategy can significantly improve a manufacturer's online visibility and lead generation. For example, creating and promoting a comprehensive industry report or innovative manufacturing technique can attract numerous high-quality backlinks from industry publications and educational institutions.
Pri Tip: A crucial subset of link-building strategy for manufacturers in 2024 is internal linking: making sure that your pages are well connected to each other to boost website indexability and improve performance of your content clusters.
3. Content Strategy
An effective content strategy for manufacturers focuses on creating valuable, industry-specific content that addresses customer pain points, showcases expertise, and supports the buyer's journey in accordance to your manufacturing buyer personas.
For manufacturing businesses, a robust content strategy is essential for converting cold leads from searches into warm and product-qualified leads that are aware of your brand and consider becoming your customers. Such a funnel is ensured by educating potential customers, demonstrating industry leadership, and improving organic search visibility for relevant keywords.
Key components of a content strategy for manufacturers include:
Manufacturers who consistently produce high-quality, relevant content see improved engagement, increased organic traffic, and higher quality leads. For instance, a series of in-depth blog posts explaining innovative manufacturing techniques can attract potential customers researching solutions and position the company as an industry expert.
To create an efficient, lead generating content strategy you need to audit and we need to understand your entire manufacturing lead journey.
Recommended read: Lead Generation for Manufacturers: 23 Best Ways to Do It And Framework
4. Analytics and SEO Reporting
Effective SEO is impossible without a proper tracking of your results and ongoing data-driven changes to your SEO campaigns. Effective analytics and reporting are crucial for manufacturing businesses to understand the impact of their SEO efforts on lead generation, sales, and overall business growth.
For manufacturers, analytics and reporting involve tracking key performance indicators (KPIs) to measure SEO success, inform strategy adjustments, and demonstrate ROI.
Essential elements of analytics and reporting for manufacturers include:
ROI calculation. Measure the impact of SEO on manufacturing equipment sales or custom orders.
Our experience shows that manufacturers who closely monitor and analyze their SEO performance can make data-driven decisions to continuously improve their online presence. For example, tracking which types of content drive the most qualified leads can inform future content creation and optimization efforts.
5. Technical SEO
Technical SEO refers to the optimization of a website's infrastructure and performance to improve its search engine visibility and indexability.
For manufacturers, technical SEO is a crucial aspect of SEO as it directly impacts how search engines crawl, interpret, and index their often complex and content-rich websites and any viable SEO strategy should start with a thorough technical SEO audit of your manufacturing website.
Components of technical SEO audit for manufacturers include:
XML sitemaps. Guides search engines through complex site structures common in manufacturing websites.
From our experience, proper technical SEO optimization can lead to noticeable organic traffic improvements for manufacturers that already had some pre-existent content on their website. For instance, proper technical SEO can significantly improve the indexing of extensive product catalogs or enhance the visibility of manufacturing services in search results.
Tools commonly used for technical SEO analysis are: Sitebulb, ScreamingFrog, and Google’s Page Speed Insights.
6. Competitor Analysis
Competitor analysis in manufacturing SEO involves studying rivals' online strategies to identify opportunities, gaps in your own approach, and industry benchmarks.
Key areas to analyze in competitor analysis for manufacturers include:
Common tools used in SEO for competitor analysis are Ahrefs, Semrush, and Moz.
Our experience shows that manufacturers who regularly conduct competitor analysis can identify new opportunities and stay ahead in their digital marketing efforts – discovering a content gap in a specific manufacturing process or application can lead to creating targeted content that attracts new customers.
In the past, we helped one manufacturing brand to get more than $150K+ worth of traffic shortly after a thorough analysis of keyword strategies that one of their main competitors implemented.
7. Ecommerce SEO
Ecommerce SEO for manufacturers focuses on optimizing online product catalogs and streamlining the purchasing process for B2B customers.
It’s often speculated that the quality of user ecommerce journey can be connected to SEO performance of specific product pages, so whenever we work with manufacturing ecommerce brands, we always analyze their ecommerce pages from search performance and sales performance perspectives.
Key strategies in ecommerce SEO for manufacturers include:
Manufacturers who implement robust ecommerce SEO strategies can significantly improve their online sales performance. For instance, optimizing product pages with detailed specifications, application examples, and easy-to-use comparison tools can lead to higher conversion rates and increased customer satisfaction. A branch of ecommerce SEO for some of the manufacturing brands is optimizing product descriptions for better search performance in 3rd party ecommerce stores for your niche (HomeDepot, Lowes, Amazon, etc.).
Recommended read: E-Commerce for Manufacturers: A Guide to Succeed in 2024
8. Local SEO
Local SEO for manufacturers focuses on optimizing online presence to attract customers in specific geographic areas where the company operates or serves.
For manufacturing businesses, especially those with physical locations or serving specific regions, local SEO is crucial for connecting with nearby customers, suppliers, and partners.
Key components of local SEO for manufacturers include:
Local SEO strategies differ from global SEO strategies for manufacturers in several ways:
How to Measure SEO Performance As a Manufacturer
Measuring SEO performance is crucial for manufacturers to understand the effectiveness of their digital marketing efforts, identify areas for improvement, and demonstrate ROI. Regular tracking allows for data-driven decision-making and strategy refinement.
Key metrics manufacturers should track to measure SEO success include:
For traffic: Google Analytics, Google Search Console
For keyword rankings: SE Ranker, Ahrefs
For backlinks and competitor analysis: Ahrefs, SEMrush
Trends in Manufacturing SEO To Look After In 2024-2025
The landscape of SEO for manufacturers is constantly evolving.
Staying ahead of these trends is crucial for maintaining and improving search visibility.
Search engines are increasingly using AI to understand user intent and deliver more relevant results. Manufacturers need to optimize for semantic search and natural language queries.
With Google's E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) emphasis, manufacturers must showcase their industry expertise through high-quality, technical content and thought leadership.
Another example of EEAT in use are link profiling: manufacturers should thoroughly inspect backlinks they try to obtain in terms of relevancy to their niche, general domain authority, and quality.
As more B2B buyers use voice assistants, optimizing for conversational queries becomes important, especially for technical specifications and quick answers.
Video is becoming increasingly important for demonstrating products, explaining complex processes, and engaging potential customers. Optimizing video content for search is crucial.
Recommended read: YouTube for Manufacturers: Turning Views into Leads
With Google's mobile-first approach, ensuring mobile optimization of manufacturing websites is no longer optional but essential.
Even B2B manufacturers are seeing increased importance in local search as buyers seek local suppliers and partners.
As environmental concerns grow, manufacturers optimizing content around their sustainability practices and green manufacturing processes can gain a competitive edge in search results.
Manufacturers are adopting more sophisticated approaches to analyze and optimize their digital sales funnels.
This includes mapping SEO efforts to specific stages of the B2B buying process, from awareness to consideration to decision-making. It involves creating targeted content for each stage and using advanced analytics to track user journeys and touchpoints across long sales cycles typical in manufacturing.
Common SEO Mistakes to Avoid
You can’t be everything to everyone, nor do you want to be. Niching down can seem worrisome at first because it means you’re leaving out a large segment of the industry, right? But, when working on an SEO strategy, it’s critical that you set goals around meaningful metrics that drive real business outcomes.
It’s easy to start ranking for keywords that have little to no search volume, but what does that do for your business? In most cases, it just means you’re spending money on content that isn’t driving any traffic. On the flip side, if you manage to rank for a keyword that drives thousands of visitors — but very few who are likely to buy from you — are you making a smart move?
Generic campaigns can lead to wasted resources and it can also cloud your brand as you’ll waste time creating content that just doesn’t resonate with your specialized audience. Failing to narrow in on your industry-specific expertise can hinder your ability to stand out, and cost you business.
For many manufacturers, the key is to focus on long-tail keywords. These specific and more detailed keyword phrases cater to the unique needs and queries of your target audience. By honing in on long-tail keywords related to specific building materials, applications or customer pain points, you not only reduce competition but also increase your chances of reaching highly motivated and conversion-ready prospects, leading to less traffic but more qualified traffic.
Overreliance on AI Content
AI-generated content is quick and simple to produce, but it’s not perfect. Automated content often lacks the ability to comprehend the complexities of specialized products, industry regulations and evolving trends, resulting in generic, inaccurate or irrelevant information that can damage your credibility.
Especially in a more specialized sector, content requires human expertise to effectively address specific customer needs and position your brand as an authority. While AI has its place, it should always be supplemented with human oversight to ensure your content aligns with the unique demands of your audience.
Blackhat SEO
Blackhat SEO refers to unethical and manipulative techniques used to improve search engine rankings, often at the expense of user experience. For instance, black hatters might use keyword stuffing, hidden text, cloaking or link schemes to try and get ahead. The goal is to exploit a flaw in ranking algorithms, but these flaws are soon patched — and sites that were found to be exploiting them are often penalized, if not blacklisted for good.
Engaging in blackhat SEO can damage your online reputation and harm your visibility in the long term. Plus, it won’t help you serve users. If you’re hiring someone to do SEO for you, make sure you look for red flags like secrecy, reluctance to provide references and big promises about ranking fast.
When you work with a qualified and knowledgeable SEO team like the professionals at Venveo, you’ll find that they’re eager to share information about the tactics and techniques they’ll be putting to work for your business, and they will always have case studies and references to offer. That’s how you know you’re working with a trustworthy team.
Start Generating More Leads With SEO Today
Developing an SEO strategy may not be simple, but taking it one step at a time will allow your company to better understand your target audience, gradually grow your online presence and start driving bottom-line results in a sustainable, scalable way.
Do you have questions about where to go from here? Venveo would love to help. Schedule a consultation with our team and learn more about how you can use SEO to grow your manufacturing brand online.
