Every manufacturer wants their product to be seen as the product of choice. In today’s marketplace, that means maintaining a prominent place in online search results, a goal that can only be achieved through a robust emphasis on search engine optimization (SEO).
While SEO is a must in pretty much every industry, manufacturers face some acute challenges. For example, many manufacturers find their SEO efforts stymied by the technical nature of their products, by the niche markets they’re dealing with, and by the need for highly qualified leads.
One way to develop a competitive edge through manufacturing SEO is to stay abreast of the latest trends. In this post, we’ll consider some of the top trends shaping SEO for manufacturer
Trend 1: Focus on Long-Tail and Niche Keywords
SEO has always revolved around keywords. In some cases, these keywords are short and sweet: Best pizza near me. Eco-friendly home improvement services. Cheap body shop.
In manufacturing SEO, it’s increasingly important to focus on keywords that are more specific in nature, including long-tail keywords that capture the complex and technical nature of products or else speak to a highly targeted niche. These keywords may encompass terms like precision machining, additive manufacturing, biocompatible materials, and more.
Such keywords are important because they help to attract a more relevant audience, closer to making a final purchasing decision.
Trend 2: Emphasis on Local SEO (When Applicable)
Another important trend shaping SEO for manufacturing companies is the emphasis on local markets. Even among manufacturers who ship their products globally, local SEO helps build a strong reputation within particular communities.
There are a number of strategies manufacturers can employ to achieve local SEO success, including:
- Optimizing their website and blog content with highly localized keywords.
- Creating, optimizing, and maintaining a Google Business Profile.
- Keeping NAP (name, address, phone number) information consistent across all profiles and directories.
- Leveraging reviews or citations from local publications.
The bottom line: For excellence in manufacturing SEO it’s crucial to think locally.
Trend 3: Content-Driven SEO Strategies
Content development is an important aspect of manufacturing SEO, not only because it provides fodder for the search algorithms, but because creating high-quality content allows manufacturers to demonstrate their thought leadership and authority.
There are a number of different types of content that can power a manufacturing SEO endeavor. For instance:
- Blog Posts: Manufacturing companies can use blog posts to provide insight into complex topics or simply to illuminate trends within their industry. Blogs provide an outstanding opportunity to exhibit subject matter expertise.
- Case Studies: Case studies can be used to showcase successful projects or partnerships, allowing manufacturers to highlight the effectiveness of their products or their processes.
- Whitepapers and Guides: Content can also be developed to provide in-depth insights regarding industry challenges or trends. Again, consider this an opportunity to show off thought leadership.
- Video Content: There are plenty of engaging options for video, ranging from tutorials to product demos to factory tours.
Simply put, content is a must-have element for manufacturing SEO.
Trend 4: Conquesting Content and Comparison Content
There are a couple of specific types of content that are relevant to the needs of manufacturers, including conquesting content and comparison content. Let’s look at each one in turn.
Conquesting Content
Conquesting is all about creating content that will allow you to capture, or conquest, the audience of your competitors. The idea is to replicate some of the search terms that might otherwise lead users to competition.
There are a number of examples of conquesting content, including comparison pages, alternative solution articles, and competitor-switch case studies.
Comparison Content
Comparison content works a little differently. Basically, comparison pages and buyers’ guides can help customers feel more informed as they choose your products over competitor products.
One example of this is developing industry benchmark reports that showcase how your products measure up against others in your field, or against industry standards.
Note: When creating either type of content, it’s wise to use structured data to increase search engine visibility.
Trend 5: Event and Trade Show Content
It’s not uncommon for manufacturers to be present at trade shows and other industry events. Such appearances can be important avenues for SEO, too.
There are a number of ways in which manufacturers can develop SEO content around their trade show appearances. For example:
Event Previews and Roundups
Your company blog can be a great avenue for writing articles highlighting key sessions, speakers, and new trends. Publishing those articles in industry publications, with backlinks to your website, can be even better.
Live Coverage
Blog posts, social media updates, and video content make it possible to share real-time insights into the conference or trade show itself, raising awareness about your participation and establishing thought leadership while the event’s still unfolding.
Interviews and Insights
As you establish your bona fides within the industry, consider pursuing exclusive content such as interviews with leaders from within your niche.
Trade show content can help drive traffic, and it also establishes your brand as a hub of industry knowledge.
Trend 6: Content to Enable Other Businesses
A final SEO trend for manufacturers to be aware of is the creation of helpful content that helps other businesses flourish. This type of content not only attracts traffic but can foster meaningful B2B relationships.
Again, there are a number of content types to choose from. Examples include:
Educational Guides and Whitepapers
Consider content tailored toward sharing industry best practices or compliance tips.
Collaboration Content
Another option is to develop articles that demonstrate how your solutions integrate with others or solve specific challenges within the supply chain.
Success Stories and Case Studies
Use content to highlight other businesses’ achievements involving your products.
Stay on Top of Manufacturing SEO Trends & Partner with a Manufacturing SEO agency
To succeed in the manufacturing world today, a commitment to cutting-edge SEO is essential. One way to stay on top of trends is to partner with an top rated manufacturing SEO agency such as Clarity Digital Agency.
Connect with Clarity Digital Agency by reading more about manufacturing marketing trends, or contact us directly to schedule a consultation.
