The Importance of Search Engine Optimization for Industrial Manufacturers

It’s always nice to be number one—especially on Google!

Each second, Google processes over 40,000 queries—adding up to 3.5 billion searches each day. However, there are only an average of 8.5 results on page one and a measly 5% of people continue their search onto the second page. It’s critical for your industrial company to rank page one of Google!

Search Engine Optimization (SEO) is a tool that allows you to receive natural and free (organic) web traffic from major search engines such as Google, Yahoo/Bing. These search engines represent 98% of all search traffic. For industrial manufacturers, SEO is a vital part of maintaining and improving lead generation, increasing ROI and creating long term value.

Although it’s difficult to keep track of the algorithms, search engine optimization is a crucial tactic in the promotion mix. In 2018, companies are expected to spend $72 billion on bettering their SEO, and it’s predicted that by 2020 it will rise to $79.27 billion. In fact, for 61% of companies growing their SEO for inbound marketing is their number one priority.

 

To improve your company’s SEO, follow these six tips:

 1. Have long and informative keyword-rich content.

This content generation can be in the form of web pages, blogs, news releases, or other targeted messaging. On average, top-ranking sites on Google’s first page have 1,890 words. Content should feature keywords related to the products or services that are most desirable to sell.

2.  Provide quick website response.

The average load speed of a top ranked website is under two seconds— which is nearly 17% better than a site that ranks tenth. According to Google Data, a website that takes longer than three seconds to load  risks losing 53% of visitors. Test your website speed here.

3.  Include engaging images.

Studies show that 97% of sites on page one have at least one image on their page. Each image should demonstrate your capabilities in a creative way. Be sure to include alt image tags so search engines can understand what the image is about.  Additionally, you can take it up a notch and add videos. Video is one of the most powerful marketing tools industrial manufacturers can include on their website. Since Google now owns YouTube, and there are less videos than websites, your chances of organic search success improve significantly. Learn more about how to include videos and images here.

4.  Integrate links on your site.

A top ranked site has almost six times as many on-site links as a site ranked tenth. These links should direct visitors to different places on the site and include a clear call to action. Ensure convenient and easy to follow direction to convert prospects to customers.

5.  Maintain a low bounce rate.

The bounce rate is the percentage of users who visit a site and leave after only viewing the home page. The difference between a top ranking and poor site is an 8.7% lower bounce rate. Achieve a low bounce rate by keeping the website’s speed quick and its content engaging to the prospect.

6.  Develop a mobile friendly website.

Google ranks mobile friendly websites higher than those that are not. More Google searches take place on mobile devices than on computers in ten countries including the U.S. According to Forbes, the average smartphone conversion rates for e-commerce are up 64% compared to the average desktop conversion rates in 2017.

 

Quality SEO is worth the hard work and expense to have your website functioning like a well-oiled machine. This tool helps raise your organic reach and expand your bottom line. Competing manufacturers are taking advantage of online marketing tactics, and it’s time you do too.

There are varying levels of expertise regarding SEO. If you believe your site is well-optimized just because you paid someone to do it, it’s important to have a third-party review to ensure it is fully optimized.

Take the next steps to improving your industrial website with SEO by contacting Gotham, LLC, an industrial marketing firm providing both inbound and outbound marketing services to manufacturers worldwide.

 

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