Marketing for Manufacturers: How To Use SEO to Market Your Business

Analytics & Reporting, Marketing - All industries

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Why Is SEO Important?

Inbound marketing is all about bringing customers to you — and one of the best ways to do that is to use SEO, or Search Engine Optimization, to increase your online presence and drive potential customers to your website.

81% of B2B (business-to-business) transactions start with an online search, so SEO is every bit as important to your manufacturing business as it is to online retailers.

Simply put, SEO helps you get found by Google and other search engines so your customers can find you. The top three Google search results get 100 times as many clicks as ALL of the page two results combined, meaning if your website doesn’t rank high up in search results, you’re missing out on a lot of potential customers.

What Is SEO?

SEO stands for Search Engine Optimization. It is the process of improving the visibility and ranking of a website or web page in search engine results pages (SERPs) for particular keywords and phrases. SEO aims to boost the volume and quality of organic (unpaid) search engine traffic to a website.

SEO involves various techniques and strategies, such as optimizing website structure and content, building backlinks, conducting keyword research, and analyzing website performance using various analytics tools. By implementing these tactics, businesses can improve their website’s relevance and authority in the eyes of search engines and ultimately attract more visitors to their site.

Search engine optimization for B2B is not only effective in boosting organic traffic to your website, but it is also a cost-effective method of generating leads: SEO makes sure you get the highest-quality, most relevant traffic to your site — giving you a better chance at converting visitors into leads and customers.

How Can SEO Help Your Manufacturing Business?

1. Increased Online Visibility and Brand Awareness

SEO helps you grow your online visibility and brand awareness by improving your search engine rankings. Using SEO to optimize your website and content will help your business appear higher in search engine result pages, making it more likely that potential customers will find your business when searching for relevant products or services.

2. Increased Credibility and Authority

By producing relevant, high-quality content that is optimized for Google and other search engines, you will demonstrate your business’s expertise, along with boosting your business’s online credibility and authority. This will help you to build trust and influence with potential customers, making them more likely to choose your manufacturing business over others to fulfill their needs.

3. Targeted Traffic and Lead Generation

SEO helps your business generate more targeted traffic and leads by optimizing your website and content for specific keywords and phrases. Not only does this attract more relevant traffic to your website, but the visitors that come to your site are more likely to convert into leads and customers as they are actively searching for products or services related to your manufacturing business’s offerings.

4. Competitive Advantage

By appearing higher in search engine results pages than your competitors, SEO can give your business a competitive advantage over others in your industry. SEO helps your business attract more traffic and high-quality leads than your competitors, which over time, can help you to gain a larger share of the market and increase your revenue.

5. Improved Website User Experience

Optimizing your website for search engines also has the added benefit of increasing your website’s user experience. Things like improving site navigation, page load times, and mobile responsiveness not only boost your SERP rankings but they also create a better user experience and increase potential customers’ engagement with your site.

How To Use SEO to Market Your Company

In order to rank higher and appear more prominently for certain keywords and phrases, your website will benefit from using a variety of SEO strategies. Ensuring that you adhere to Google and Bing’s recommended practices, your website will get more organic traffic by placing higher in search engine results.

With a few simple steps, you can begin optimizing your website and content to rank in search results and bring in more high-quality visitors. Here are the most effective ways to use SEO to market your company:

Keyword Research

Start by researching the keywords and phrases your target audience uses to search for products or services like yours. Use keyword research tools like Google Keyword Planner, SEMrush, Ahrefs, or Moz to identify high-volume, low-competition keywords. You can use these tools to determine the search volume, competition, and relevance of different keywords and phrases in your industry, which will help you find the best keywords and phrases for your business to target.

Optimize Your Website Structure and Content

Make sure your website is optimized for search engines by using relevant keywords in your meta tags, headers, and content. Use descriptive URLs, optimize your images, and make sure your site is easy to navigate. Ensure your website is mobile-friendly and has a fast page load speed. These will all help you boost your SEO rankings and also improve your website’s overall user experience, encouraging visitors to stay longer on your site.

Create High-Quality Content

High-quality, relevant, and informative content is essential for SEO success. Create blog posts, articles, and other types of content that provide value to your audience and incorporate your target keywords. Good content is essential for SEO because it helps search engines understand what your website is about AND delivers value to your audience.

Build Backlinks

Backlinks are links from other websites to your site and are an important factor in search engine rankings. Build backlinks by creating high-quality content that other sites will want to link to, or by reaching out to other sites in your industry to request a link. Your SEO results will be improved by adding both internal and external links to relevant pages on your website and other authoritative websites.

Take Advantage of Analytics

Use tools like Google Analytics to track your website traffic and see which pages are performing well. Analytics tools can track how much traffic your website receives from organic search, analyze user behavior on your website, including bounce rate, time on site, and pages per session, and monitor the quality and quantity of backlinks to your site. Look for trends over time to see how your SEO efforts are impacting your traffic levels, and use this data to make adjustments to your SEO strategy to continually improve your results.


With a little time and effort, you can improve your SEO and increase your business’s search engine rankings. By using SEO strategies, you can boost your website’s relevance and authority in the eyes of search engines, which will result in better rankings and more visitors. Any manufacturing company trying to improve its online exposure and get more relevant visitors to its website should use SEO as part of its marketing strategy.

Stay tuned for the next installment in our Marketing for Manufacturing series when we explore the ins and outs of email marketing.

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