Find out how you can multiply your clients and boost your sales by learning how to do expert Local SEO for your manufacturing company.
Every business that has a website can benefit from Search Engine Optimization (SEO). At its simplest terms, SEO involves making your website more visible to search engines. In turn, Local SEO is SEO based on your company’s local geographic location or the area it serves.
Instead of trying to rank high for a generic term like “bakeries,” you’ll have a higher chance of being seen by people whom you consider as ideal customers based on their proximity to your business if you aim to rank high for terms like “bakeries near me,” “bakeries of New York,” and the like.
You’ll want to get expert Local SEO for your company’s website because 46 percent of Google searches are local and 89 percent of users hunt for local businesses. Google is essentially the new electronic version of the Yellow Pages.
If you’re already aware of the reasons why you should promote your company with SEO and how you can harness the power of SEO for your manufacturing business, continue reading this guide to learn how you can execute expert SEO for your manufacturing firm.
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Laying the Foundations of Your Local SEO
Fundamentally, the most effective way to carry out SEO without getting your manufacturing website marked as spam in the future is to make sure that it’s relevant to the keyword it’s targeting and that it’s recently updated.
The foundation of an optimized site is that it regularly churns out relevant and updated content that its target audience is looking for.
Keep in mind the key strategies for Local SEO (as discussed in another blog): citations, keyword-targeted blog content, and other on-page SEO items (meta title tags, H1 tags, etc.). These are the basics of Local SEO. Let’s now take a look at expert methods for ensuring Local SEO visibility.
If you want your manufacturing website and your products to be seen by people who are searching for relevant keywords and phrases in your serviced area, you need to build your content on that foundation.
The Best SEO Practices According to Experts
Local SEO is more than just sprinkling in keywords like “Pensacola automotives,” “Eco-friendly cleaning products Van Nuys,” or “Michigan textiles,” on your webpage. It’s about writing engaging content about them.
If you don’t have a website yet, develop your website with SEO in mind. Many web developers fail to take SEO into account when building out a website.
Bring on a digital marketing agency concurrently with the web development company so they can work together to make sure the website is built while taking SEO best practices into account.
You should do the following:
- Produce quality user content (like a blog about your manufacturing products).
- Provide social proof on your website, including reviews and testimonials of your satisfied customers.
- Check the readability of your web content for UX.
- Make sure your web content has hierarchy by adding headers.
- Fill out your website metadata to make it more robust and readable to search engines.
- Make your information architecture seamless and scalable.
Just like SEO, Local SEO practices change over time. As long as you have an optimized website with solid SEO foundations, you can adapt to those changes easily.
If you haven’t done so, make sure to perform an SEO audit of your existing manufacturing website to see the current state of your site, and go from there.
Finding Strong Local Keywords to Target
Making your website too dense with keywords used to be all you needed to do to game the system and optimize your website for Google. Those days of keyword spam are long gone.
Keywords with local geographic identifiers from Alabama to Wyoming or the cities and towns within them help Google to recognize you as the expert for your area and thin the herd of competition on the search results page.
In particular, small manufacturing businesses and startups depend on local keywords to keep themselves from being lost in the vast sea of websites and information.
Local businesses have an edge when it comes to Local SEO and keyword targeting compared to conglomerates fighting against other conglomerates for regional or multinational supremacy on the Web. High-volume keywords are challenging to target for most businesses, while low-volume keywords might yield too little in return (but sometimes they’re worth it).
Pay attention to “Near me” or “Near me now” search term variations as well as “Near me tonight/today”. Google and Bing can even geographically deliver locally relevant content to prospects near you. This also means that you should target both local and high-volume keywords by content and by effective content delivery (UX) for the best results.
Examples of Local Keywords for a Manufacturing Business
Let’s say you’re an industrial equipment manufacturer. Your website should contain high-volume keywords such as “industrial goods,” ” industrial equipment,” and “manufacturing company” to establish context for search engines like Google and Bing.
You’re unlikely to beat out national or multinational industrial goods providers, but you still need those keywords present for context. Your goal is optimizing your website with local low-volume or zero-volume keywords, such as if you’re based in Chicago, Illinois.
Be careful of keyword stuffing, but take care to change most keywords into something more specific and local. For example, you can target keywords like these:
- Chicago industrial goods
- Industrial goods in Chicago
- Industrial industry in Chicago
- Chicago manufacturing company
- Chicago equipment and supplies
- Chicago consumer goods industry
You can target a specific zip code or town as well as areas within 10 to 15 miles of your business address. Those local keywords can be targeted as well, from smaller towns or the metro area.
Performing an SEO Audit of Your Manufacturing Website
Prior to your SEO audit—something that we here at Zero Company can do professionally for you—you need to build your site foundations with the proper keyword density, content types, page elements, and website structure.
When doing a Local SEO audit, you can use tools like SEOptimer to streamline the job for you. Such tools give a detailed overview of your manufacturing website’s SEO status.
Auditing a website mainly involves ensuring that everything is functional (you get demerits from typos, broken links, and confusing menus), checking target keywords, and comparing your website to the top five articles of each SERP of the keywords you’re targeting.
Optimization is also all about making everything pristine and accessible to users for the sake of the user experience (UX). Naturally, bad UX can turn off your site visitors.
Keep track of the changes you implemented using a spreadsheet for good measure. This can save you hours of backtracking and repeats.
You’ll want to land on the first page of search engine result pages (SERPs) because as many know, most users don’t click results on the second page, much less the 10th page or the 32nd page. The first three search results account for 66.5 percent of SERP click-throughs, and more than 25 percent of users click the first Google search result! That’s a huge percentage, even if it’s for a super-specific key phrase or set of keywords plus locality.
Does Your Manufacturing Company Need a Local SEO Partner?
If your manufacturing business needs a hand in optimizing your website for search engines, you will want a trusted SEO partner like Zero Company. We have accrued more than 20 years of experience when it comes to SEO, and we can help your business get the most out of your online marketing.
Book a free consultation with our SEO experts and start taking advantage of the marketing strength of Local SEO.