Being found online takes work.
There are over 9 billion Google searches per day, which means there are literally TRILLIONS of searches per year – and that’s just on Google. Chances are, you’re sharing your target market with plenty of other businesses. Engineers, architects, general contractors, wholesalers, mechanics, and other audiences are commonly sought after within the competitive landscape of manufacturing and industrial companies. If you’re not showing up on the top of Search Engine Results Pages (SERPs), you’re missing out on the bulk of your potential customers (and your competitors are taking them).
You may have built the most visually appealing, user-friendly website with top-notch content and navigation to catapult it into success, which is great news – if people can find it. An exceptional website is only half the battle.
What is SEO (and how do search engines work)?
SEO, or Search Engine Optimization, is the process of strengthening your website to make and keep it discoverable on search engine results pages and to heighten the quality and quantity of your traffic.
The main goal of search engines is to solve search queries by providing information which is the most relevant. Search engines, whether Google, Bing, Yahoo or others, exist to serve the searcher, not you. The algorithms, specific rules and instructions used by search engines, are constantly changing and what is relevant today may not be important tomorrow.
So, unless you’re using paid advertising to propel your site to the top of SERPs, your ranking is entirely dependent on how accurately your website content (and the keywords within it) articulates your products or services that people are searching for.
How We Tackle SEO:
Content and Keywords
Keywords is one of those buzzwords commonly associated with SEO jargon, but so many people have misconstrued ideas and tactics when it comes to actually implementing them. These are essentially the meat and potatoes of a website – the most important takeaways from large blocks of content. Keywords can be a few words, which are long-tail keywords typically consisting of three to five words allowing you to target more niche search queries, or they can be single, more generic words targeting a broader audience. Your search engine ranking has much to do with the keywords you’ve employed on your site and how closely they match searches.
Understanding your audience is vital to successful keyword use. If you don’t know what people are searching for, it’s nearly impossible to determine which types of content, and keywords, are going to help them find you. Many of our manufacturing and industrial clients seek to target engineers, mechanics, and architects, so ask yourself what value your company has to share with those audiences. What problem are you solving for your customers? What solutions do your products and/or services offer? Answering these questions will give you a good idea of what users are searching for, so you know what keywords to include within your website.
Arguably the most impactful type of SEO, on-page optimization efforts involve altering your website content to improve organic traffic. Webpage copy, page titles, and meta descriptions all fall into on-page SEO. Implementing keywords in these areas of your website will help improve your search rankings for people entering search queries related to your products and/or services.
Images, too, are a necessary component of on-page SEO. In today’s fast-paced digital world, attention spans are short, and you only have so much time to make a great first impression. Images are eye-catching and help break up your written content, and they work to keep prospects on your website after getting there – but when optimized, they can also help them find your website in the first place. Properly tagging your images with alt tags and title text will explain your visual content to search engines.
An exciting image of your new product or process, if not optimized with text and tags such as “5-Axis Turning Lathe” will appear as a blank hole in your site to a search engine, with a name such as “64599.jpg” Little things make a big difference.
Getting Started + Monthly Monitoring
It’s often said - you don’t purchase a Gym Membership to only go once. To get the results you’re looking for, you need repeat visits, check ins and monitoring.
Our comprehensive SEO site audit will help us identify the areas of your website already getting the job done and where it could use a little TLC. Broken pages, metadata working against you, content and link issues, and more can all be identified through our audit, and we’ll take this information and go to work on any and all areas for improvement to provide you with measurable results, not empty promises – like we have in our work with more than 55 Illinois-based manufacturers already.
After completing our initial optimization efforts, we’ll conduct monthly monitoring and reporting. Any problem areas found on your website will be tweaked each month to keep your content up to date and ensure both users and search engines don’t have any trouble navigating through it.
Our SEO services include a wide range of services, ranging from Keyword Research/Mapping and Technical, On-Page Crawl Improvements to Strategic Content Marketing Support, including blog and technical writing.