How Manufacturing Companies Should Select Keywords For SEO And PPC – Internet Marketing 101
Whether they sell their wares direct to the consumer or through retailers, manufacturing companies depend on the exhibition like any other business. Even if they don’t sell to consumers, they still have to sell to other companies as reliable suppliers. They need to appeal to both parties, and search engine optimization (SEO) can better achieve these results.
SEO and its paid equivalent, Pay Per Click (PPC), are among the most widely used marketing strategies today. SEO cares about producing quality content, while PPC sets up ads to show alongside search results. They improve a company’s visibility in the digital market in their respective ways, so it is highly advisable to invest in both as much as capital allows.
At the heart of SEO and PPC are keywords – words or phrases that help users find the right content when searching. It’s easy to think that retail benefits the most from keyword optimization, but manufacturing companies can use it to their advantage. Below are some guidelines on selecting keywords that will work for such an industry:
Subscribe to needs
Before determining the right keywords, manufacturing companies must first assess their needs. Conducting proper keyword research can determine this, down to the smallest detail.
Keyword research is as easy as asking the right questions. Unfortunately, it is this simplicity that often lulls companies, manufacturing or otherwise, into a false sense of confidence. As a result, some companies who have either cut corners in this process or have ignored it altogether, finding that their market entry is not going as well as they had hoped. (2)
When done right, keyword research can provide valuable data, dictating the appropriate course for any marketing campaign. Here are some questions manufacturing companies should consider asking themselves before embarking on digital marketing:
– What is the manufacturer’s niche?
– Where is the manufacturing plant located?
– Where are its customers generally located?
– How can its products meet the needs of a customer?
– How do customers look for such products? (1) (2)
Once this step has uncovered the needs of a manufacturing company, it should stick to it. Going forward, the business can start figuring out the right keywords for SEO and PPC. Call on the professional services of a digital marketing agency like Dayta Marketing and others can walk businesses through the rest of the steps, no matter how well they are tailored to specific needs.
Perform a site audit
SEO affects all businesses on and off their website, known as onsite and offsite SEO, respectively. Search engines âcrawlâ (their crawlers called âcrawlersâ, that is) to find onsite and offsite content and update their algorithm. Doing one or the other can potentially increase the visibility of the business, but doing both taps that potential to the fullest.
When it comes to onsite SEO, there are plenty of places to incorporate keywords, from title page to subpages. A thorough site audit can determine how well a website is optimized in its use of keywords, among other aspects. Fortunately, there is no shortage of free website auditing tools; enter the homepage url, and it will produce a report on the health and SEO risks of that site.
A website with too many red flags, not just in keyword usage, should undergo a major overhaul to keep up with rapidly changing trends. Even manufacturers, who once relied heavily on trade shows and conferences to market their products, understand that optimized websites can drive growth. As such, any redesign should keep the following in mind manufacturing web design tips:
– Including a blog page to post content on the site
– Use effective call-to-action methods
– Allow videos to present products and services
– Optimize its seaworthiness with certain features
Contrary to popular belief, the keywords by themselves do not take into account the ranking of websites – how individual web pages use the keywords. Individual pages such as product pages and blog posts typically receive more organic traffic than the home page. These pages must therefore correctly use the keywords. (2)
However, the proper use of keywords doesn’t just mean making sure they fit naturally into the content. Including so many synonymous keywords in SEO and PPC strategies can give any business the edge over the competition. As such, it pays to have a diverse pool of keywords to use.
Here’s an example: An original equipment manufacturer (OEM) of auto parts wants to increase its visibility in the market. âAuto partsâ is a technically correct keyword, but it is too vague to direct visitors to the manufacturer’s website. Sometimes this is not necessarily the case; users may just want to know about different auto parts and not the market for just one.
Experts advise choosing keywords from the long tail, which are not as heavily researched but convert much better in sales. This long tail contains the more specific keywords that people typically search for. In this case, including “original equipment manufacturer” or “OEM” in the keyword pool makes the keyword more likely to be searched. (2)
“OEM” is an example of a manufacturing niche, one of the many types of keywords widely used in the industry. Including a niche allows a manufacturer to gain more exposure in their specific market. Of course, it is worth knowing the meaning behind the niche before using it.
Quality rather than quantity
While a lack of keywords doesn’t help search visibility, having too many – known as “keyword stuffing” – is just as dangerous. Search engines frown on the practice of wrapping content with more keywords than actual, useful content. Today’s search algorithms can flag such black hat practices, potentially penalizing the offending website in the search results.
While the jury is still out, experts agree that quality takes precedence over quantity. In some cases, it is better to have a full blog post over several short posts, containing even more quality keywords. Multiple content articles can increase inbound traffic, but a long article (around 2,000 words) tends to rank near the top of the results. (3)
Manufacturing companies can be better informed about SEO and PPC marketing decisions by watching videos like this:
They break the subject down into basics and explain them in detail.
The rules of SEO and PPC marketing apply to manufacturing companies as well as to various other industries. It doesn’t matter if their customer base consists of retailers or consumers; they look for reliable suppliers in the same way. These guidelines can help any manufacturer to increase their visibility on the Internet.
1. “The Best Manufacturing Keywords For SEO,” Source: https://blogs.constantcontact.com/manufacturing-keywords/
2. “Keyword research”, Source: https://moz.com/beginners-guide-to-seo/keyword-research
3. “Quantity VS Quality: is it better to write one long blog post or 10 short ones?” Source: https://neilpatel.com/blog/blog-post-quality-vs-quantity/