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3 SEO Tips for Manufacturing Companies

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There are plenty of different types of digital marketing that can benefit your manufacturing company, but one seems to stand out from the rest.

SEO is hands down one of the best ways for your manufacturing company to attract new clients, quality bids, and reliable sub-contractors. The problem is that it’s not a secret. The problem is that I don’t see many manufacturing companies truly investing in SEO and they’re losing out on a lot of potential projects going to competitors simply because they aren’t very searchable on Google (and their competitors have actually put some effort into optimizing their website). 

Aside from the tips below, we also have an SEO starter guide that might help and also guides for Google Analytics 4 that will help you understand where your website is missing the boat or hitting the mark. 

SEO Tips for Manufacturing Companies

1. Invest in a Quality (Optimized) Website

One thing I see a lot when doing research around manufacturing companies and their websites/SEO efforts is that they just don’t care and it’s obvious. 

Their website is outdated in terms of design, they don’t focus on location (more about this later), and they create pages for services or other important items without thinking about the impact it should or could have. 

So often when I work with manufacturing companies for SEO I see two things. 

  1. They either have very few pages on their website and their main use is to just have some type of footprint online. Another way to look at it is it’s just another PDF document for potential clients to look at.
    • This normally means it lacks information and, because of this, lacks any true authority on Google. 
  2. They have a messy website that is extremely hard to navigate which also makes it hard for Google to truly understand what they offer, who they service, and why they are better than their competitors
    • This leads to many people just clicking off as soon as they enter. There’s too much going on, with no organization or direction. 

One other quick tip around this is to VET YOUR WEBSITE DESIGN TEAM OR COMPANY. 

Too often I see “new” websites take an absolute tumble down in terms of keyword rankings or traffic because a manufacturing company finally invested in a new website but those they worked with had ZERO thought of SEO. 

Is it good to have a new and fresh-looking website? 100%. But if that website doesn’t have meta titles or meta descriptions, has the same or very similar copy on multiple pages, or (the biggest issue) doesn’t redirect old pages, you’ll lose a lot of the traction you were hoping to gain.  

socialsurge marketing meta titles and description

2. Have specific services and location pages

You’re more than just a manufacturing company in Wisconsin, I get that. You’re really able to utilize specific service and location pages to communicate this. Do you have 5 different services? Great! Make an individual page for each of those services. By adding these additional service pages you’re eligible to rank for more specific searches. The more pages and content you create, the more niche traffic you can capture.

For example, one service we offer is SEO, so we have a completely specific page for that here:

It’s great for the niche traffic, and it’s also a great way for people to really get a grasp on what a specific service looks like to you.

If you have multiple locations or service many different areas it’s possible and helpful to have sub-pages for each location. For example, if we offer SEO services in Milwaukee and also SEO services in Racine these two different pages’ URLs could look something like this…

Something that is important to note here is you can’t just copy and paste content when you make these pages for different cities. You can actually get penalized by Google if you do that. But when it’s done correctly, it can definitely have benefits for your SEO of the different locations of your manufacturing company. 

3. Local Listings

socialsurge marketing google business page details

Another incredibly important area to focus on for manufacturing companies, in particular, is local directories. Google Maps, Yelp, and Avvo are all huge. Making sure all of these listings are up-to-date, personalized, and HAVE REVIEWS on them is very important for your local SEO strategy. 

So not only will focusing on your Local SEO by managing your local directories help you be found online, but it will also help you convert at a higher rate if your reviews are good.

If you’ve been a manufacturing company for a while, and haven’t already claimed these pages, make sure you do ASAP so you can control the information. If you don’t know if you have pages on Google Maps, Yelp, and Avvo, make sure to do a search on them for your manufacturing company and you’ll be able to see if there is a page active.

SEO ranking improvements aren’t something you’re going to see overnight. It’s a long-term game and it’s not easy, but it’s worth it. There’s a lot more to it than just these 3 SEO tips for manufacturing companies, but you have to start somewhere. Make sure to do your keyword research, have a plan to track your SEO efforts so you know when something is or isn’t working, and ask questions when you have them.

Bonus Local [Wisconsin] SEO Content

If you’re writing blogs for your manufacturing company, there are tips you can take away from our post to use for yourself. You might have noticed that we try and use keyword phrases very similar to “SEO Tips for manufacturing companies” throughout the post. We’re hoping that manufacturing companies will be searching for either that phrase exactly or very similar to it.

You’ll also notice that we tried to hit home for local, Wisconsin manufacturing companies by using those keywords through our blog too, but not trying to just plug in those words where they didn’t make sense. Using examples that are relevant to your blog topic can really help you naturally plug in these keywords.

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