In order for a manufacturing business to be successful, it requires to be cost-effective and efficient and these are the exact traits that you’ll find with digital marketing, and in particular, SEO.
SEO investment is something that can be controlled with minimum spend and can create a large margin for your return on investment (ROI). The aim of any business is drive leads and revenue and how this can be achieved through SEO is explained below. Here’s your essential SEO guide for a manufacturing business that’s looking to succeed.
What is SEO (Search Engine Optimisation)?
The idea of SEO is to optimise your website in order to rank highly through search engines such as Google and Bing. There are particular strategies and implementations that you can make to your website in order for search engines to recognise them and identify them as a website that meets the needs of the search users intentions.
SEO focuses on particular keywords and ranking for these highly to gain further users to the website with the potential of resulting in a lead. Leads can come in the form of emails, phones, requests in contact forms and so on. Essentially, a form of contact that could lead to a sale for your business.
There are 3 elements that you need to focus on when it comes to SEO:
- On page SEO
- Off page SEO
- Technical SEO
On Page SEO
This refers to when you optimise your website to rank for the particular keywords you’re targeting. For example, optimising the content of particular pages for a product name, including the keyword in the URL, meta description and title etc. It’s also important to update your site regularly so that search engines now your content is relevant. A blog is useful to do this for example.
Off Page SEO
This revolves your website gaining trust and authority within your particular industry. The idea is to build links to your site from relative websites and sources as a recognition that you’re a leader in the industry. These links will be generated if your site has informative and unique content. This can be seen as one of the most challenging aspects of SEO for many manufacturing businesses as it takes time and quality websites will need to be discovered.
Technical SEO refers to the web development side of your site, ensuring the backend is all functioning well and properly. This can be anything from site speed to making sure your site is structured properly to form ideal URLs. The performance of your site is another factor that is considered by search engines, so it’s important that you also read up on technical SEO so that it runs correctly for your users and provides them with an easy experience.
Creating A Successful Manufacturing SEO Businesses Plan
To build a successful SEO plan for your business, these are the steps that you should consider:
Create A Friendly Site Structure
In SEO, the foundations of your site are important. The user should be able to navigate through your site easily and find what they’re looking for comfortably. Work with your web developers to ensure that products and services are categorised properly and the most important functions for your users are within the top tier of your website.
Relevant Keyword Research
Keyword research is fundamental to any SEO strategy. You need to make sure you cater your website to your user's needs and what they’re looking for. Here you’ll consider search volumes for particular keywords that suits your user's intentions. It’s important to know your industry and niche inside out for the keyword research to be useful.
Generate Original Content For Your Website
To keep your website up to date, it’s important that you’re able to create new and unique content for your website and blog. It needs to be original, engaging and informative. Regularly looking up industry news is helpful to generate new content and always end your content with a call to action (CTA).
Page Speed Is Vital
Search engines have a large emphasis on user experience which means site speed is crucial to convince search engines that your site is valuable to their experience. Low speeds are likely to knock your website down the rankings as users are less likely to engage and interact with your website, causing high bounce rates. Compress elements of your website where possible and prevent users from moving to a competitors website due to your slow speeds.
Earn Trustworthy Links
Link building is another important aspect of SEO and you should look to connect with reputable influencers in your industry to get the opportunity to earn a link back from them. When outreaching for backlinks ensure that you do the following:
- Contact industry relevant websites
- Build relationships with the contacts
- Create engaging and original content
Have A Mobile Friendly Website
With more and more users now reverting to their phones for information, creating a mobile-friendly website is now becoming a priority for Google, even if you find most of your audience come from desktop or tablet. Mobile-friendly websites get a large boost from Google in the rankings making it even more vital. Ensure that the design of your website is dynamic and easily manouvered through mobile devices.
SEO is a great cost-effective method to drive sales and leads to your manufacturing business. Investing time and effort into it alongside other forms of digital marketing strategies can help your growth margins massively so make sure your presence on Google is established, to gain the best possible results.