Importance of SEO for Manufacturers

Importance of SEO for Manufacturers
2020-02-14 02:22
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Being placed in a few places higher during a regular Google search could have a significant impact on any manufacturing business, especially if it belongs in a niche industry where there only a few customers and a budget that comes from a relatively small consumer base. With this in mind, SEO is of great significance for any manufacturer. Their products can offer unbeatable possibilities for high-quality, unique content which Google sees as advantageous to people searching within that niche. But to make it happen and to enjoy SEO benefits, every manufacturer needs to know it better. I compiled a list of things that you need to know as a manufacturer.

Types of Manufacturers and the Importance of SEO for Them

Before you focus on SEO, there's something that you need to understand. If you consider SEO as an additional cost, it's time that you change your opinion. It is not an additional cost. Instead, it's an investment. In the present world, people check the internet for every service they use, so if your business needs the right recognition, you need SEO. I wouldn't say that SEO is cheap because it is not, but spending a few dollars on it wouldn't hurt either.

There are different types of manufacturers in the business world, but every manufacturer equally needs it. Thus, let's look at them in detail.

  • Manufacturers with limited manufacturing capacity (no exports)

Some manufacturers do not prefer exports, or they overlook it. Therefore they stick to limited production. Perhaps, limited production or capacity isn't inadequate if you can reach the right customers. The main benefit can be to fill the capacity continuously. They may have a business for next 3 months from a client. But they may have no work for following 1 month, etc. So when discussing the right customers, there are different strategies that you can consider. SEO plays an integral role in these strategies. Without it, even a manufacturer with limited production would not be able to maximise sales and profits.

As a manufacturer who targets local community or limited customer group, you need to stay on the lookout for local SEO. There are both international and local SEO, and it is pretty straightforward to understand it.

By using local SEO, you can increase the search visibility and recognition of your business within the local communities or target market. It includes everything such as online business listing, online reviews and rating, social media marketing, local citation, and more.

When the business utilises local SEO, it can slowly but steadily increase the sales because eventually, customers are going to find your business on Google and other search results. But this is not going to be easy, you need to hire the right team to do SEO, or you need to get your hands on it to understand it clearly.

Sometimes, you might assume that SEO is not essential for a business that has limited production. Well, it is not true because there are chances that a percentage of your target customers are still not aware of the business. Or going forward, your business might focus on exporting, in such a case, this will come in handy.

  • Sub-manufactures for giant brands (not looking for new clients)

Working for giant brands is great but does it limit your potential? As sub-manufacturers that work for large brands, you might not realise the things that you are missing out. Of course, giant brands do not need to *look* for new clients because these brands have already established their names. New clients will look for the brands, instead of brands looking for more clients. Thus, the system is pretty different from the above manufacturer type.

For the above type, the manufacturer needs to find clients even though it's within a certain group or community. But for sub-manufacturers, they don't have to look for new clients, but they should increase sales. The best way to increase sales is to market the business even if you are not the direct manufacture. By marketing the business, you can increase your revenue with increase in sales.

For example sub-manufacturer for Apple brand is Foxconn. In fact, they are one of the largest sub-manufacturers of electronics.

If you are ready to do SEO as a sub-manufacturer, you need to consider a few important things such as on-page and off-page SEO, content creation, keyword optimisation, keyword research, lead tracking, specific product research, and social media marketing.

  • Small manufacturers with high-quality products

Some small manufacturers provide high-quality products for customers. Their value-added products might have limited reach as they are a small scale business. But should it be that way when there are so many options and tools to widen the target market?

For example, medical equipment manufacturers related to Covid produce emergency oxygen support machines. There were historical huge demand on those manufacturers, but they should be findable globally by SEO if not, they miss the big opportunity.

When a manufacturer produces high-quality products, it is apparent that attracting new clients will not be tough. But the problem is the rate of visibility of the manufacturer to the business world. If the customers cannot find the products, they are not going to purchase it. As you are a small-scale manufacturer, the customers can't know you like they know giant brands. Therefore, you must seek heed from SEO.

There are certain essential SEO facts for small scale businesses that we will discuss with you. First of all, you have to be considerate of keywords. Back in the days, targeted keywords or keyword research was easy because Google was ready to rank a specific keyword. But now the tables have changed, Google is focusing on long-tail keywords because that's what people look for.

Next important point is Meta Description with the call to action. Your Meta Description shouldn't be blunt, and preferably it should make the viewer enter into your website and actually see what it has to offer. You also need to optimise every page of your website if you want to enhance visibility.

Likewise, there are many other SEO tips that you can utilise to bring your business into the light even though it is a small-scale manufacturing business.

  • Middle scale manufacturers with a specific product

This is high competition area in terms of business and seo. If middle scale companies continuously manufacturing something, it should be something high in demand. And then there should be many rivals locally and globally or regionally. Only then, the business can persist.

So when a middle scale manufacturer handles a specific product, the popular term "specialisation" plays the role. Often manufacturers who target a particular product select a product with high demand and they work tirelessly to meet the high demands by the global market. When a product is produced with high quality, customers stream in, but the issue is with the scale of the business.

Most middle-scale manufacturers stick to their primary target market. Or they thoroughly brush off SEO, assuming that it is not needed at the moment. Even if you are a startup, you still need SEO and Globaliser's post about the importance of SEO for startups will make things more transparent for you. As a middle scale manufacturer, considering SEO will enhance sales, visibility, and growth of your business.

Are Manufacturers Overlooking Global Markets or Is it out of reach?

A global market is one of the golden gates for manufacturers, but most manufactures overlook this opportunity. And some have no proper reach toward the global market. There are several restrictions on global markets that manufacturers fear. Even though there are restrictions in going global, it is not as if it is impossible. For every manufacturer out there, globalisation should be at least, one of the long-term goals. The restrictions on globalisation have reduced while digitising has become a great tool to support the cause. As your business is already digitised, you only need to focus on a few things like SEO, and if you do it properly, the path to going global will become simpler.

But going global for a manufacturing business might be challenging, and it is essential to comply with the cultures and other legislation. Most manufacturers do not have all certifications, for example, Europe asks CE certificate, or some companies ask special TUV (German) certifications related to manufacturing. But if the business is really concerned about going global, it should do the needful to make the path smoother.

  • Product Information Management

Before considering global markets, you need to have proper control over the data of your products. Entering into the global market is tough but imagine if you don't have relevant data, things will get tougher. Therefore, using PIM systems, you should gather relevant data as they act like information hubs for many companies to manage product information. The stored data helps in marketing and selling the products.

PIM system will be useful when doing SEO for your business, also doing SEO while focusing on globalising is a double bonanza. You can use the insights to find customer preferences, trends, and other opportunities to widen the market scope. The information will be useful when targeting audience while globalising.

PIM system will support the supply chain, business intelligence, international customer satisfaction, and much more. As manufacture, you should go global by overcoming restrictions. If you have product information, you can do SEO much better because you are aware of your product and your customers. While reaping benefits of SEO, you can also increase the chances to enter into foreign markets.

  • Localising before globalising

Before you reach foreign markets, you need to cover the local markets. Most manufacturers don't consider globalising because they think that they are not capable enough. Well, the truth is you have not mastered the local markets to reach the global markets. If you are unable to satisfy your local customers, it is essential to restructure a few things in your business. You need to find the reason why you can't satisfy your local customers.

Once you understand this and satisfy the local customers, you will be able to expand your targets. You can then think about global markets. As for research, most buyers prefer sites that are in their native language. Therefore, respecting the native language of the target market is essential. This is more like viewing the global markets like the local markets and getting into their shoes before catering to them. So as a manufacturer, if you want to expand the targets and benefit from global markets, you need to be vigilant in selecting translation companies. Customers are wise enough to set apart floppy services, so you need to be careful.

Quality content on a website plays a huge role in SEO and SEO directly impacts your visibility. Therefore, before you go global, you need to make sure that the content fit the customers. There will be cultural differences when you focus on foreign markets, so be flexible enough to make changes when required.

  • Utilise the available marketplaces

There are many marketplaces, such as eBay, Alibaba, and Amazon, that will help your business enter into the global market. These marketplaces will not halt any time soon, so you don't have to fear. By utilising these marketplaces, you will be able to reach a great level of globalisation.

These marketplaces offer excellent chances for the manufacturers to enter into foreign markets and to reap great benefits through e-commerce. When discussing e-commerce, SEO should be given more concern. With the help of SEO, you can enhance your business's visibility and recognition on these e-commerce platforms. Moreover, these marketplaces have set their standards, so the customers know them.

The global restrictions that you otherwise have to stress on can be taken down to a few by using these platforms. The main reason is that when your business is on these platforms, it hits the eyes of customers very soon. You can get genuine support from most of these platforms so you can go global if you try a little bit harder.

  • Have a financial backup

If you have decided to go global, you must have a financial backup because it is not cost-effective. You must have funds for the move that you are going to make. Expenses will add up from every angle, including taxes, staffing, international SEO, e-commerce platforms, and more. To meet all these expenses, you need to have enough funds, so make sure not to lose your business in the path to going global.

You should also focus on international payments, exchange rates, transfer fees, and everything else. There are a lot of factors that deal with international payments, so make sure to do your research on it.

If you are a manufacturer who is overlooking the global market, you need to revise your thought. It is always important to have long-term goals in business. Long-term goals create an urgency and need to move forward. Perhaps, it acts live a driving force. Therefore, as a manufacturer, global markets shouldn't be something that is off the table.

Should Manufacturers Consider Export?

Export might seem like a beyond reach goal, but how can you say it even without trying or researching more about it? Manufacturers have the capacity to export, but there will be hurdles to overcome. You might have to meet manufacturing standards, communication in English or foreign language, different material types and standards. For example, Russia uses ghost; America uses ASTM.

As per your industry, you need to focus on testing to meet the foreign standards. For example, CE standards must be achieved when you are dealing with the European Economic Area (EEA). This standard ensures that the products meet health, environmental, and safety measurements of EEA. But you must also understand that the requirement isn't for every product dealt in Europe, so make sure to do your research before considering exports.

Likewise, there are more standards and certifications that you must take into consideration. When you take a closer look at these standards and certifications, you will be able to gather data that might help when doing SEO. For example, the standards and certifications will provide a clearer understanding of the market structure and culture so you can utilise the information when handling SEO.

The very reason why manufacturers toy on the idea of exports is that they are unsure about it. If you are unsure about something, you need to decipher it to reach your target. As manufactures, you can definitely expand your business if you know the answers for the following:

  1. Is exporting suitable for your business?
  2. How will you get started?
  3. How to integrate exporting with your present business systems?
  4. Do manufacturers actually succeed in exporting?
  5. If you succeed in a short time, should you believe that it will prevail in the long run?
  6. What are the major issues related to exporting?

Before you step into exporting, you need to get clear with these questions. You need to find answers so that you wouldn't have to fear considering exports.

Your Product Speaks SEO

The next most important thing that you have to consider is the audibility of your products. What does this mean? Well, as a manufacturer, you need to know that your products can speak SEO and market your product. Therefore, the product pages on your website should be appealing to the users and SEO. Also, there are different elements of SEO that you must consider when handling product pages.

  • Basics of SEO for product pages
  • Structured data for your products
  • Genuine reviews
  • High-speed product pages
  • Tested product pages

Doing SEO for product pages is not a regular SEO. Thus, you have to dig deeper to connect user experience and SEO together at one point. Google should be able to index your products and show the relevant results to the users. No matter what elements of SEO you add, make sure to test everything.

Benefits of SEO for Every Manufacturer

Sometimes, you realise the gravity of SEO only when you understand the benefits. So below are just a few of the benefits manufacturers can rip while implementing SEO:

Brand Awareness

Even if your company is the most known manufacturer in the local area, without SEO, you will never be able to expand to a national or international level. You can check here how a machining company enjoys global leads via Globaliser. As SEO's main purpose is to provide greater visibility, more people would be aware of the existence of the business. Effective and focused SEO strategies will be of great help when searching for new clients or foreign investors. The bottom line, as you never know what the competition is doing, you should always implement tactics that will bring you one step ahead.

Even small or medium-sized manufacturing companies need a well-established brand, and the best way to get it out in the world is through SEO. The benefits are quite clear:

  • More visibility
  • Emotional connection to the manufacturing brand
  • Useful content that would make people come back to the website for more
  • Building trust

A chance for Increased Profits

SEO helps the company's website to show higher when a potential client searches for products or services related to what the business provides. The greater the visibility, the bigger the opportunity for people to find and visit the website and become a new customer. It is simple –the more traffic your website attracts, the more conversions can happen; therefore, increasing the overall profit.

Consumer Behaviour Knowledge

With SEO implemented in your business, you will soon start recognising consumer behaviour and purchasing patterns. By incorporating SEO not only to the website but the company's social media profiles, you can create a pipeline that sent potential clients right to your website. Plus, SEO will help you to generate quality leads for your overall B2B marketing.

User and Mobile-Friendly Website

Let's start with the most obvious thing - an improved and user-friendly looking website. Many websites are not optimised for Google's algorithms and don't work well on mobile platforms. As a result, there is a big negative effect when it comes to lead generation. SEO changes that. To rip the biggest benefits, a website update is between the first steps that will take place. But with this, many potential and existing customers would find your website easier plus will be to access it using their mobile devices.

Content will be Your Right Hand, Globaliser is the Left

To have a successful SEO strategy, the content will be the king and Globaliser will be the queen. As great content is the primary factor for all search engine rankings, having high-quality content and relevant keywords will do wonders for your business. Besides increasing the website traffic and placing your company as a leader in that industry, you will always be able to know what the customer is interested in knowing and reading. By publishing content regularly, your company's website will be recognised as one that is always up to date with expert's opinion for what is happening in that particular industry.