How SEO works for job shops & the importance of long-tail keywords
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- Category: Industrial Marketing
Search engine optimization (SEO) for job shops involves optimizing your company’s website and overall online presence to rank higher in search engine results for relevant keywords and phrases. This includes optimizing your website structure, meta tags, and content to ensure that search engines can easily understand and index your site.
Building high-quality backlinks from other reputable sites to your site can also help improve your search engine rankings. Other tactics, such as social media optimization (SMO), local search optimization (Local SEO), creating and sharing valuable content, and properly utilizing long-tail keywords, can also help to improve your visibility in search engine results for job shops.
As we have written about in other articles, there are several ways to optimize your website and online presence to rank higher in search engine results.
Things such as:
Technical product content
As an industrial manufacturer, you have complex products and technical specifications that must be included on your website. This content should be optimized for search engines, customers, and other users to ensure that it is relevant, and easily understandable, yet contain all the necessary technical information.
Focused on B2B
The odds are good that you focus on selling to other businesses (B2B) rather than directly to consumers (B2C). Therefore, optimizing your website and online presence is important to target the specific needs of B2B customers.
There are many industry-specific directories and databases that list industrial manufacturers, so it is essential to ensure that your business is listed in these directories to increase visibility and acquire high-quality backlinks.
What is a backlink?
A backlink, also known as an inbound or incoming link, is a link from one website to another. Backlinks are essential for Search Engine Optimization (SEO) because they help search engines understand the importance and relevance of a website. If a website has many high-quality backlinks, search engines consider it a credible and authoritative source of information and, therefore, may rank it higher in search results.
Backlinks are essential indicators of the quality and relevance of a website’s content, as other websites wouldn’t link to it if they didn’t find it valuable and trustworthy. However, not all backlinks are created equal, and search engines also consider the quality and relevance of the linking website. For example, a backlink from a high-authority and relevant website is considered more valuable than a backlink from a low-quality or spammy website.
Many industrial manufacturers participate in trade shows and events because they are a great way to network and find new customers. This is a perfect opportunity to create backlinks by listing your company’s website on the trade show’s website.
Industrial manufacturers often produce a wide range of products and services, so targeting long-tail keywords that are more specific to your business’s products and services is vital.
What are long-tail keywords?
Long-tail keywords are longer, more specific phrases people use in their search queries. They usually contain three or more words and are less competitive than shorter, more general keywords. Long-tail keywords are often more specific to a particular product or service and tend to have a higher conversion rate.
For example, “SEO” is a very general and broad keyword, while “SEO for industrial manufacturers” is a long-tail keyword.
Long-tail keywords are important for a few reasons:
- Less competition: Long-tail keywords are often less competitive than short-tail keywords, which means that ranking them in search engine results may be easier.
- Higher conversion rate: Long-tail keywords are often more specific to the products and services that a manufacturer offers, which means that they tend to have a higher conversion rate.
- Better targeting: Long-tail keywords allow you to target a specific audience and better reach the right people at the right time.
- More specific queries: Long-tail keywords also allow you to reach people further along in the buying process and looking for particular information or solutions.
- Voice search optimization: With the increasing use of voice search, long-tail keywords are becoming more critical for SEO as people tend to use more natural language when using voice search.
It is worth noting that while long-tail keywords may have less search volume, they can still bring a significant amount of targeted traffic to your website if you rank well for them. As such, it is a good idea to include both short-tail and long-tail keywords in your SEO strategy to reach a broader audience.
Many industrial manufacturers have physical locations and thus should optimize their online presence for local search by claiming their Google My Business listing, and getting listed in other local directories.
SEO for industrial manufacturers has some specific differences and considerations compared to other industries. However, the general principles of SEO, such as keyword research, on-page optimization, and building high-quality backlinks, still apply.
All industrial – all the time!
With over 30 years of experience, The Rico Group specializes in helping industrial manufacturers and job shops grow their businesses and diversify their customer base. We are your bolt-on marketing department. Our solutions give you the full capabilities of an in-house marketing department at a fraction of what it would cost you to hire a full-time marketing crew. We know how engineers think and what they are looking for. We know your processes, equipment, and materials. We also know that you have very little time to take away from your production and getting your customer’s orders delivered.
Are you interested in seeing what your current digital marketing efforts are doing for your company? We offer a free comprehensive analysis of your company’s online marketing to give you insights into your digital footprint and how you can improve it. The report also comes with an in-depth competitor analysis and a free expert consultation to review the information with you and answer any questions you may have.
Also, please grab a free copy of our comprehensive digital marketing success guide to help you accelerate your job shop’s growth. The guide walks you through generating more qualified leads for your industrial manufacturing company.
Our industrial clients swear by our strategies – because they work.
Grow your manufacturing business with better marketing with The Rico Group.