Statcounter Global Stats shows that over 90% of all search queries worldwide are from Google. Ostensibly, Google is monopolizing the global search engine market share and it’s easy to argue that SEO is vital! But what does SEO really mean?

Well, it turns out that SEO can mean a lot of different things! The main reason for this is that SEO has evolved over time to many different practical iterations. At Pace Creative, our role is to keep track of these changes, making sure that our clients in manufacturing and distribution find the most innovative opportunities for their marketing needs.

Our agency believes that no matter the industry, all SEO forms are important. We would even argue that the more competitive the industry, the more effort and resources should be spent on SEO strategies to make sure your company stands out from the pack.

What is SEO?

Before we deep dive into the benefits of SEO, let’s understand what it is.

Search Engine Optimization (SEO) is the practice of making sure that the content you produce and market can be discovered through a search engine’s organic search results. What’s more, when your content does rank, you can benefit from free, passive traffic to your website on a monthly basis. It’s important to outline that SEO is not a short-term plan: it takes some time before you can see the results of your efforts.

How does SEO Work?

The goal of a search engine is to show an audience the most relevant results for their searches. By optimizing your content with relevant keywords, you can effectively demonstrate to search engines that your content is the best result for a specific topic or search query.

However, every search engine has its own ranking algorithm and it would be difficult to optimize your content for each and every one. Since Google dominates the global search engine market share, with over 90 percent of all search queries worldwide being handled, your company can start by focusing its efforts on Google. Once you’ve mastered Google, you can move onto the other search engines.

Types of SEO

  • On-page

On-page SEO refers to both the content and HTML source code of a specific page and is the practice of optimizing your brand’s individual webpage content. The aim is to rank higher and earn relevant traffic through search engine searches.

  • Off-page

Off-page SEO (or “off-site SEO”) refers to links and other external signals, encompassing actions taken outside of your own website – actions which can strategically impact your rankings within search engine results pages.

Optimizing for off-site ranking involves improving search engine and user perception of a site’s popularity and relevance. This is accomplished when other reputable sources on the internet (pages, sites, personal accounts, etc.) link to or promote your website content, effectively “vouching” for the quality of your content.

Building backlinks is at the heart of off-page SEO.

Off-page SEO:

  •  occurs outside of your own website
  • helps to improve your search ranking position

These include:

How to Align SEO for the Manufacturing Industry with Content Marketing

When working on developing any content for your manufacturing website, you must make sure it aligns with your brand’s content marketing and SEO strategy:

Owned media

Your goal with owned media is to build a trusted and credible relationship with existing (as well as potential) customers and acquire earned media – This can be done through activity on the marketing channels your brand establishes and controls.

Examples include:

  • Websites
  • Mobile sites
  • Blogs
  • Social media accounts such as Twitter, LinkedIn, Instagram and Facebook

Earned Media

The role of earned media is to actively engage with potential as well as existing clients by listening and responding to comments online and on social media. The customers become the channel.

Examples include:

  • Word of Mouth
  • “Viral” content
  • Customer / user reviews

Paid Media

The purpose of paid media is to feed owned media and create earned media. In other words, the brand pays to promote content and leverage a channel.

Examples include:

  • Display ads
  • Paid searches
  • Sponsorships

Search Engine Optimization (SEO) for industrial and manufacturing companies is when all types of SEO (i.e., on page and off page) are aligned with your content marketing strategy (i.e. owned, earned, and paid).

Benefits of SEO for Manufacturing

SEO is a great tool for known and unknown brands

Regardless of your company’s notoriety, a lack of targeted marketing or SEO is detrimental to any brand. If your brand is out of sight, then it is out of mind. SEO adds value for B2B and B2C equally. Whether your company is as well-known as Siemens or newer on the scene, you must be visible online. If not, your competition will be happy to take your place! No matter where in the world.

The Binet and Field research was recently unveiled in New York, revealing that brand building in B2B should, on average, account for 46% of marketing spend and lead generation 54%.

We have experienced this trend starting in 2019, when PACCAR asked our team to audit, revamp and update the brand architecture for their brands like PaccarParts and PaccarLease. While it took our team months to complete the project, the new brand style guides are being translated and localized around the world!

Strategic SEO that uses specific industry terms is the best method to target your B2B audience

When you are thinking of the information you would like to share on your company’s website with clients, ask yourself:

  • Are you able to educate your clients quickly?
  • Are you able to provide them with useful tips?

Keep in mind that using general terms in SEO will not necessarily yield positive results. If you use general terms like ‘auto industry,’ then you will most likely have a lot of competition flooding your search results.

Be sure that a SEO specialist researches relevant search term and keywords using Google AdWords and other tools such as Moz and SEMRush. Once this is done, you can strategically use these terms in your article and search engine optimization plan.

If you need help with this, our team of SEO specialists will be happy to support you.

Integrated marketing allows industrial manufacturers to share relevant information during the entire buying cycle

As potential clients search key terms on Google, your content will appear on Google search results. Continuously feeding current and future clients with value added information and relevant content helps make your B2B brand stand out. The ultimate goal is to have your brand rank on the first page of Google, making your company a thought leader in your industry.

Unlike other industries, manufacturing companies typically have niche products. As B2B marketing experts, we find a lot of opportunities to market our industrial and manufacturing clients in a cost-efficient way.

For example, last year we worked closely with Spalding SSD in developing a strategic website and SEO strategy for their brand. A few months after the launch and the optimization were completed, the Spalding website began ranking for their top keywords and the executives started receiving qualified leads through their website. These results exceeded Spalding’s team expectations!

We achieved the exact same results this year when we launch a website for Glass World.

Is SEO Part of Your Marketing Toolkit?

As a B2B industrial manufacturing company, do you benefit from the power of SEO?

The power of Search Engine Optimization (SEO) is that industrial manufacturing companies can share their unique technologies, operations and product knowledge to educate their potential B2B clients.

By educating your potential clients and sharing reliable content online, you build brand credibility and trust. This is exactly what Google wants! Savvy business professionals understand that providing clients with relevant content and tips on a regular basis is a valuable marketing tool.

How many different communication tools do you use when looking for a supplier or business partner?

For example, if you are looking to buy solar panels for your plant, will you conduct your research the same way a marketing director may when they are selecting a B2B agency partner?

Probably not.

First, companies must understand the customer journey of their current clients.

  • Has the website included the right information to give enough credibility?
  • If potential clients want to learn more, what is the best way to get in touch?
  • What are the most recent questions asked by your clients?

For example, if you’re a distributor of heavy equipment in construction, like Finning, you should write content that covers questions your target audience may ask such as, ‘should you buy or rent heavy equipment’ or ‘‘how do you buy new construction equipment’. Other topics could include trends in the industry and changes in laws that could affect clients.

Ultimately, taking the time to understand your target audience by documenting a content marketing strategy, allows your brand to improve lead generation using SEO.

Learn More About the Pace Creative Way

Now that we’ve answered a few of your questions like ‘what is SEO?’ and ‘how does SEO work?’, check out our other blog posts on B2B marketing. Our piece on 7 reasons B2B leaders invest in a marketing playbook is an excellent place to start.

At Pace Creative, we offer manufacturing SEO services. To learn more about our full-service communication and marketing agency, as well as our SEO service offerings for B2B industrial manufacturing companies, please reach out to us and request a free marketing assessment.

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