SEO Tips for Industrial Companies in 2022

SEO Tips for Industrial Companies in 2022

By Stella Russel, guest blogger

Does the industry affect SEO? This is a fundamental question to answer because it may seem like SEO is universal, no matter what your website is about. While that is correct to some extent, there are also substantial SEO differences from one industry to another. This is mainly because the essential ranking component of SEO is content. Since content will depend on the nature of your business, it becomes clear that industry does play an important role. With that in mind, we want to talk about SEO tips for industrial companies in 2022 and how they can help you reshape your business!

Machine gears symbolizing SEO tips for industrial companies in 2022.

Define Your Targeted Audience

As a B2B company, your targeted audience is not the same as for B2C businesses. The entire business model is entirely different, and you need to consider that when doing SEO.

One of the best ways to approach this process is to try to imagine your perfect customer. Ask yourself, what would you like to see in a client?

This is a good starting point, but it is not the only step. Once you have outlined your ideal client, try to look at your business from a client’s perspective. What would you, as a client, want from an industrial company? Many businesses fail to present their offers properly, which is one of the top deal killers for B2B buyers.

Once you understand the needs of the business and the needs of the customer, you can develop a specific customer profile that you need to target with SEO.

How to Define the Right Keywords

The industrial industry has its own set of important keywords. Once you define your targeted audience, determining the keywords will be much easier because you already know what the clients want.

Although, there is a word of caution here. We need to explain the definition of “knowing what the client wants”. Your client may want a few different things when it comes to a B2B industrial business. That is why you will need to define a range of their interests.

Let us say you are selling some machinery. For example, your clients might want to:

  • purchase a machine;
  • inquire about the use of a machine;
  • differentiate various types of machines;
  • learn how to maintain machines;
  • find repair services;
  • maybe even resale machines;

This is your range of customer needs and the base for creating keywords. Each of these points may be a different targeted group of customers.

When it comes to actual keywords, you need to create both short-tail and long-tail keywords.

Short-tail keywords are very useful but also harder to come up with. This is mainly because other companies in the industry use the same keywords.

On the other hand, long-tail keywords that usually consist of three to five words are more precise. You can specifically formulate the way clients search for a specific product.

Furthermore, long-tail keywords can also include the location and specific intent of the client.

Here are some SEO tips for industrial companies when coming up with keywords:

  • An example of a short-tail keyword might be industrial machinery.
  • And an example of a long-tail keyword might be industrial machinery for sale Cleveland.

In the second example, you are clearly defining the product (industrial machines), the type of service (purchase), and the location (Cleveland).

Use Videos to Boost Your SEO Efforts

Search engine optimization is just one step in creating a perfect buyer’s journey. This is how a client will discover your business. Since we all know how important first impression is, you want to ensure that it impacts the customer.

One way to do this is through the power of video. It is no secret that people watch video instructions much more than read them. Furthermore, a video does not require 100% attention, meaning the user can listen to it while doing other stuff. Another huge benefit, especially for industrial companies, is that a video perfectly explains how machines work, the maintenance process, and so on.

You can improve the buyer’s journey and boost your SEO efforts by implementing videos. Google simply loves the use of videos. Just remember to include your keywords in the video titles.

Do Not Forget About Meta Descriptions

Metadata is a crucial element of SEO. When a user does a search query, they get a link to a page and a short description of that same page. That is a meta description. It is a brief summary of what users can expect when they click the link.

A meta description should be punctual, concise, and engaging. It should directly tell the customer what to expect. The best tip is to keep it short and sweet, so you inform your clients and, at the same time, intrigue them. The meta description should help them decide to click on the link.

Make Sure That Your Website is Technical Without Errors

Even though SEO and digital marketing play a crucial role in advertising, it is equally important that your website is up and running without any issues. Slow loading speed or 404 errors are the quickest way to lose clients.

Also, websites that load fast rank much higher on Google. That is because the backend code is written correctly, and all the elements are optimized to improve the loading speed.

You Must Have a Mobile Version of Your Website

This should go without saying, but you need a mobile website version. This is the first thing that Google checks, and mobile websites rank higher than desktop versions.

Furthermore, clients use smartphones more often and need a mobile version.

SEO Tips for Industrial Companies in 2022 Made Simple

And there you have it. There are many ways to improve your SEO efforts, but these SEO tips for industrial companies in 2022 will make your life easier. Understand that SEO is a process that requires constant audits and maintenance. With that in mind, take your time to do it the right way!

 

Stella Russel is an experienced blogger and copywriter. For the last six years, she’s been writing articles for various clients, mostly in the field of online business development, SEO and digital marketing. In her free time, she likes to travel and experience new cultures.

 

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The State of SEO In Industrial Marketing

Today, most industrial marketers understand that their company’s website entails more than a nice-looking, professional site that is informative and responsive. SEO is an important component to generate traffic to your site and shouldn’t be neglected.

SEO is a constantly growing and evolving marketing tactic. Industrial marketers must optimize pages for key words and build links, and today, more than ever, make high-quality content available for improving search engine rankings. Search engines are continually changing and upgrading their algorithms, creating almost a mystique about when it comes to the best tactics to employ.

GlobalSpec recently set out to find out how industrial marketers feel about SEO. It conducted a survey examining the challenges, spending and content production processes.

According to the survey results of industrial marketers:

  • 72% actively produce content for SEO purposes in their organizations
  • 57% do not have any employees dedicated to SEO
  • 45% expect their spending on SEO to increase over the next 12 months
  • 19% are unsure of which SEO strategies work

A summary of the results is illustrated by GlobalSpec’s “The State of SEO in Industrial Marketing” infographic. The in-depth survey is available for download here.

Want more info about SEO in industrial marketing? Read blog post SEO Checklist or listen to podcast SEO in Manufacturing: 3 Things You Need To Be Doing.

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How Can Manufacturers Get the Most Out of Their Marketing?

By Matt Sonnhalter, Vision Architect, Sonnhalter

Being able to accurately show how well your efforts impacted a company’s bottom line is one of the biggest challenges marketing teams face every year. For years, the easiest indicator of a marketing team’s success was measured mostly in sales and lead generation. But with the rise of content marketing, influencer relations and social media in marketing plans, it’s sometimes difficult to accurately quantify exactly how all these tactics improve ROI. Regardless of where you stand on the value of these tactics, even the most stubborn skeptics will need to face the reality that content marketing, social media and other tactics for the digital age are here to stay. Unfortunately, most marketing budgets have yet to catch up with the financial and personnel resources necessary to successfully utilize these tactics.

Many of these challenges and concerns were addressed in IEEE GlobalSpec’s “Trends in Industrial Marketing Survey,” which surveyed 326 marketing and sales professionals in the industrial sector on marketing trends within the engineering, technical, manufacturing and industrial communities. Here are some of the most interesting tidbits from the survey:

  1. Breakthroughs in marketing analytics have made it easier to calculate the ROI of a company’s marketing efforts.

“Marketers are under steady pressure to demonstrate ROI for their marketing programs. The need to improve ROI is one of the top challenges industrial marketers face. To meet this challenge, marketers use leads as their number one measure of success. But generating high-quality leads for sales is also one of the top marketing challenges. This may sound like a vicious cycle, and some marketers would agree, but the point is that measurement matters. Other measures of success include customer acquisition and sales attributed to marketing campaigns. Marketing automation software, which can improve tracking and measurement capabilities, is used by only 37 percent of industrial marketers.” (more…)

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Industrial Marketers Need to Use Blogs and Emails to Reach Tradesmen

Will blogs replace e-mail?

imagesAfter Al Gore invented the Internet, everyone was saying that print magazines that served the trades would be a thing of the past. They said that this old technology would be replaced by the Web. Well since the invention of the Internet, there have been thousands of new magazines launched the old-fashioned way via the printing press.

Darren Rowse from the ProBlogger wrote an article on Hendry Lee from BlogBuildingU. Hendry makes a point that the same was said about e-mails once blogs were introduced.

E-mails lead all other channels by a wide margin in terms of performance. 80.4% of more than 3,000 surveyed choose e-mail as a strong adverting performer compared to 56.8% who chose search.

He suggests a combination of both. Here’s his rule of thumb:

Reach your readers whenever they want and via the content distribution channels and formats they prefer. That almost sounds too simple, doesn’t it. Give the customer what he wants, when he wants it. Brilliant!

He goes on to highlight some benefits to both e-mails and blogs.

Here are some highlights:

E-mail lets you deliver content on a regular basis which promotes recognition… good content creates interest … interest encourages interaction.

E-mail helps you move the prospect down the roads by nurturing a relationship and interaction.

Blogs. E-newsletters are the most popular method of driving people back to your blog… build buzz… create a series of lessons that can be delivered using a sequence autoresponder which will deliver them one at a time over a pre-determined interval.

By using both these tools, you can improve your marketing efforts .

To read his entire post: Blogs and Email How to Get the Best of Both Worlds

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Industrial and B-to-B Marketers Can’t Ignore Social Media Anymore

socialmedia12We need to realize that social media is not a fad.  The faster B-to-B manufacturers realize that social media isn’t  just for “consumers,” the better off they will be.

Social media allows manufacturers to engage customers in more creative ways, build relationships and stay ahead of their competitors.

According to the “The ROI on Social Media Marketing” report from the Aberdeen Group, that Visible Technologies sponsored, 63% of the companies in their survey planned to increase their social media marketing budgets this year. eMarketer estimated that social network advertising alone will rise over 17% this year to $2.35 billion, up from $2 billion in 2008.

“Things are finally starting to change. Companies are learning how to leverage social media and tap into the rising tide of consumers participating in social network sites, blogs, wikis and Twitter.

Marketers have developed the tools and methodologies to drive
marketing ROI by listening to and learning from customers and
prospects. As so, the dollars are following this rising tide,” says Blake Cahill, Visible Technologies.

Five Compelling Facts from the Research, Providing Actionable Benefits for Readers:

  • 58% of  companies have dedicated resources devoted to social media marketing.
  • 61% of companies have online community platforms (e.g., discussion forums, ratings and reviews, etc.).
  • 68% of  companies increased their investments in social media marketing, while 34% are keeping their investment level the same as last year.
  • 84% of companies aim to track and measure the ROI of their social media marketing activities.

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