As we approach 2024, I cannot overstate the importance of Search Engine Optimization (SEO) strategies for manufacturers and industrial companies.
In this blog post, I will discuss the most effective SEO strategies for manufacturers and industrial companies for the next year and beyond. I will provide actionable insights to help you elevate your online presence and beat the competition by using proven SEO strategies based on my experience and industrial marketing expertise.
Focus on user experience (UX)
In 2024, the success of SEO efforts will hinge on optimizing websites for user experience. Google’s algorithm prioritizes seamless browsing, so manufacturers and industrial companies should focus on easy navigation, fast-loading, and valuable content. Continuous UX optimization involves addressing user pain points in real time, tailoring messaging and design to engage the target audience, and reducing bounce rates.
Google confirmed the role of UX in SEO by incorporating Core Web Vitals into their ranking criteria — an initiative that measures elements of web usability such as loading time, interactivity, and the stability of content when loading. (Google, 2020)
A study by Forbes reported that for every dollar invested in improving UX, the return on investment could be as high as 9,900% – a powerful testament to the impact of effective UX design on your bottom line.
Prioritizing UX should be a part of effective SEO strategies for manufacturers. This will improve search engine rankings, increase site traffic, and ultimately drive business growth.
My take on UX and industrial website design—Form Follows Function.
You may want to read my post, Successful Industrial Website Redesigns: The Essential Elements and the Benefits of Regular Updates.
Use topic clusters and pillar pages to boost SEO
Topic clusters and pillar pages are a powerful SEO strategy for manufacturers. By creating a central pillar page that covers an overarching topic and related subtopics, search engines can better understand the semantic relationships within your website’s content. This “hub and spoke” model has gained popularity in manufacturing content marketing for its effectiveness in organizing and optimizing information.
For example, you create a “Pillar Page (Hub)” on a central topic, for example, ANSI Centrifugal Pumps. Then, create and publish articles related to that central topic that address subtopics of interest to your audience. These are your “Spokes.” For example, Industry Applications of ANSI Centrifugal Pumps, ANSI vs API Pumps, How to Spec and Select the Right ANSI Pump, ASME B73.1 standard and ANSI Pumps, etc. The list of subtopics can be as long as you want it to be.
By interlinking these pages, you enhance the user experience and navigation and signal to search engines that you are a subject matter expert. This powerful SEO strategy can significantly enhance manufacturers’ digital footprint, improve search engine rankings, and ensure competitiveness.
Be careful; overusing the same keywords across multiple pages can dilute your SEO efforts, impact your site’s authority, and ultimately weaken your overall visibility in search engine results. This is known as keyword cannibalization, which poses a significant risk to your SEO strategy, confusing search engines about which content to prioritize and rank.
Leverage the power of Generative AI to improve SEO strategies for manufacturers
Generative AI is gaining widespread adoption in marketing and is expected to see accelerated growth in 2024. Its impact on SEO for manufacturers is significant as it enables the creation of highly targeted and personalized content. This advanced technology generates human-like text based on input, allowing manufacturers to engage engineers and technical professionals effectively.
The key takeaway is that AI bots could generate human-like text based only on the information they are given. The better the prompts you provide, the better the output. Some refer to this as prompt engineering. I like it!
The GIGO principle definitely applies here. The human touch is still missing from current AI tools but is getting better.
AI provides powerful benefits in data processing and pattern recognition. Using AI can enhance content relevance, improve search rankings, streamline keyword research, and forecast SEO trends. Stay ahead of the competition and deliver valuable content that resonates with your target audience.
Don’t just copy and paste the output from AI. A skilled manufacturing content marketer with editing expertise should carefully review and enhance the content to ensure a human touch. Also, having in-house Subject Matter Experts (SMEs) review the content for accuracy is crucial before publishing.
Using 100% AI-generated content may also have legal ramifications (Copyrights and IP).
Embrace video marketing for better SEO
Video marketing is becoming increasingly important in the industrial sector. According to the 2023 Manufacturing Content Marketing Report by the Content Marketing Institute, video content is quickly gaining traction. The report highlights that 90% of manufacturing marketers have used video content in the last 12 months.
Moreover, 57% of manufacturing content marketers who use video content find it effective in their marketing strategy.
To optimize videos for SEO in 2024, prioritize high-quality, relevant content that addresses your audience’s work challenges. How-to videos are effective for technical and MRO professionals. Optimize video descriptions and titles with researched keywords and create a video sitemap for easy indexing and ranking on Google.
Optimize for mobile—A crucial part of SEO strategies for manufacturers
Mobile optimization has been crucial for SEO and will continue in 2024. As more people use phones to access the internet, industrial companies must ensure mobile-friendly websites.
Google prioritizes mobile optimization as part of its mobile-first indexing policy. Mobile responsive websites gain an advantage in Google’s SERPs, highlighting the importance of optimizing your website for mobile devices. This optimization can significantly impact your online visibility and overall success.
To optimize for mobile, manufacturers and industrial companies should focus on creating responsive websites that adjust to different screen sizes and optimize loading speed. Content readability and mobile navigation are also crucial considerations.
My experience with manufacturing clients is slightly different. The bulk of their site traffic still comes from desktops. Your mileage may vary. You still have to please the “Google Gods!”
SEO strategies for manufacturers are vital for online success in 2024 and beyond. By prioritizing user experience, harnessing the power of Generative AI, embracing video marketing, and optimizing for mobile, manufacturers and industrial companies can strengthen their online presence and surpass their competitors.
Tap into my extensive knowledge gained over three decades of hands-on experience working with manufacturers and industrial companies, from understanding the buying journey of engineers and industrial buyers to implementing highly effective SEO strategies customized for your business.
Contact me today, and together, we can unlock the full potential of your online presence and set you on a path to sustained success. Don’t let your competition outperform you in search rankings.
