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As a leading SEO Agency for manufacturing companies, we are frequently asked to share our best practices. This is part 2 of a series of posts to explain how SEO works for manufacturing companies. SEO or “search engine optimization” is the process of improving your website to increase its visibility on Google, Bing and other international search engines. Manufacturers that pursue and achieve top organic or natural Google and Bing rankings prosper and thrive. There is a good reason for this. Organic rankings are more trusted, more clicked and out-convert paid advertising leads three-fold. Smart marketers at leading manufacturing companies begin their SEO journey by conducting a twelve-point SEO audit to assess the following: 1. Website Performance Metrics AuditThey begin by testing site load speed, mobile/desktop performance, secure certificate and domain name analysis. They know that these are all Google and Bing ranking factors. 2. Website URL Structure AuditLeading manufacturing company marketers ensure that the URL structure is rational, descriptive … Continue reading
Posted in: seo agency for manufacturing, SEO agency for manufacturing companies
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As a leading manufacturing SEO agency, we are frequently asked to share our best practices. This is part 1 of a series of posts to explain how SEO works for manufacturers. SEO or “search engine optimization” is the process of improving your website to increase its visibility on Google, Bing and other international search engines. Manufacturers that pursue and achieve top organic or natural Google and Bing rankings prosper and thrive. There is a good reason for this. Organic rankings are more trusted, more clicked and out-convert paid advertising leads three-fold. Creating an effective manufacturing SEO strategy requires research, planning, and ongoing refinement. Here’s a step-by-step guide to help you develop a robust manufacturing SEO strategy: First, shape your SEO strategy around your goals For an industrial company, a solid keyword strategy has at least three elements: The right mix of keywords focused around your revenue, reputation and thought leadership goals The right situational analysis of your competitor keywords and … Continue reading
This guide was written to help the manufacturers and industrial companies with modest marketing budgets to leverage SEO to out-smart and out-compete the deep pocketed Goliaths without outspending them. We call them small giants. To paraphrase Guy Kawasaki, if you have more money than brains, you should focus on paid advertising, but if you have more brains than money, you should focus on SEO marketing. As one of the leading manufacturing marketing agencies, we learned the strategies and tactics presented here from serving numerous manufacturers who were small giants in their respective categories. We thrive on seeing them prosper and we celebrate their success. Table of Contents: I. SEO Basics for Manufacturers What is SEO? What are SEO Ranking Factors? What is Inbound Marketing? Know That SEO/Inbound/Content is a Long Game II. Eight Reasons Why Manufacturing and Industrial Marketers Are Deploying SEO III. The 3 R’s of Manufacturing Prosperity Revenue Reputation Rankings IV. Ten Elements of an SEO Audit V. … Continue reading
Posted in: seo agency for manufacturing
1. Digital Content Marketing Strategy – We know that Google and other search engines want to deliver the best quality content to their users. Top manufacturers recognize the need to produce the content “goods.” But creating top notch content doesn’t just happen; it requires a strategy, and it takes time. Blogs, white papers, and infographics are great ways for manufacturing brands to provide informative content. But it also helps to expand your portfolio of digital assets when considering a content strategy. Think about the results pages you see when performing a search. Often they include images, instant answers, news and local information. Ensuring your company’s visual assets and business information are optimized for search engines helps your content reach users. Now, think about the reason you perform searches. Usually there is intent involved: the need to answer a question. For example, the first time I had to board my dog while I was traveling, I couldn’t figure out how to … Continue reading
When manufacturing companies make decisions on which marketing tactics to use, one thing to consider is the changing habits of their target audience. Where is the audience currently spending their time? Which channels are they using? An IHS Engineering360 survey report on digital media use by manufacturing professionals shows that internet use for work related activities has gone up. The survey finds 71 percent of professionals surveyed use 6 or more work-related websites each week. More than half of the professionals surveyed spend six or more hours per week on the internet for work-related purposes. Professionals used search engines more than any other information source. Almost 90 percent of professionals use Google and other search engines to get information. For manufacturers who are still thinking about whether to invest in search engine marketing, paid advertising, websites and online campaigns, this data shows they need to be present where the audience is looking for information. But what are some of these online … Continue reading
According to a recent Gallup report, 71 percent of B2B customers aren’t engaged. Meaning, they are readily willing to take their business elsewhere should an opportunity arise. Content marketing, a tactic that is widely used to boost engagement and aid many B2B challenges that underpin this problem — customer centricity, relationship building, strategic positioning, etc. — has hardly worked for B2B marketers, particularly those in midsize and small companies. In fact, according to a recent study by MarketingProfs, only 6 percent of B2B marketers rated their use of content marketing as very effective. Why? The answer lies in a number of factors that hold to be true across B2B companies. B2B marketers lack content production capacity Traditionally, B2B marketers have focused on analytics, sales and quantitative side of marketing to support their customer acquisition strategies, hence not needing superior writing talent. Forced to adapt to the rise of digital marketing, many scrambled to assume the role of content experts, with … Continue reading
Posted in: seo agency for manufacturing
One of our clients, a small manufacturing company located in southwestern PA came to us with a problem of not getting enough calls for growing their business. Our initial response to their request was to help them with their website and grow their presence on search engines to gain more visibility. However, as algorithms changed, we suggested an updated strategy for the client, focusing on content and social media. The Updated Strategy Apart from the website, the client had no other content or social media channels. Our strategy focused on creating a content machine and gaining visibility on social networks through great stories and content. We created a blog along with supporting networks for social media on all major networks Facebook, LinkedIn and Google Plus. The Results The result was continual increases in rankings for optimized phrases, rise in organic traffic, and higher traffic from social networks. Here are some numbers to show the success of this campaign: Organic traffic increased … Continue reading
A typical Google results page includes ten organic results along with sponsored ads on the top and right hand side of the page. Out of millions of webpages out there, Google selects the top ten pages for page one results for any given query. The listings include a title, URL and short description, called a snippet, which provides an introduction to the website that you are being invited to visit. Imagine standing on a street with multiple storefronts all selling similar things. If there are five candy stores adjacent to each other which one do you choose? Probably the one that looks most attractive from outside. The case is similar on a search results page. The title, URL and description all act as a storefront for your website. They need to be catchy and attractive to stand out from the other results and draw searchers’ attention to encourage them click through to your website. A search result snippet is usually … Continue reading
Not long ago, Abu wrote about how social media is being adopted by big name manufacturers. The GE and John Deere examples he shared show that some manufacturers are doing an amazing job with their digital marketing efforts. Data from a recent MarketingSherpa Benchmarking study shows that investments in website design, SEO and social on behalf of manufacturing marketing are all expected to rise in 2012. For success in these marketing ventures, it’s important to implement and integrate your strategies with a purpose. Let’s take GE as an example. GE is doing a wonderful job with its social. The website is well done, the visuals are great and GE is telling compelling stories about its products and services. Images and branding both on the website and associated social channels contribute to the seamless integration between the two. Let’s look at some different views of their homepage: An ongoing campaign — “GE Works” — is at the center of the whole … Continue reading
Most manufacturing websites with e-commerce capabilities, or a product catalog, need to be very careful in how they handle their on-site SEO. Good on-page optimization can yield major returns and expand the horizons. On the other hand, sloppy work can lead to disappointed searchers and bad impressions – of your site and of your business. Designers of manufacturing websites need to take a hard look at on-page factors and develop targeted strategies to build up good SEO practices. Below are some on-page SEO factors that can be improved on many manufacturing e-commerce websites: Content Depth: Manufacturing companies usually have shallow content on their websites, especially the category pages. A typical category page will list all the products in a particular category. Usually the page is devoid of any other content. This creates the ‘thin content’ problem which is usually not a contributor to SEO success. It’s very important to have a healthy amount of content for a page to rank … Continue reading