A quick Google search on the benefits of Search Engine Optimization (SEO) will bring up millions of results. This is for good reason – SEO is the foundation of any online marketing effort, since a website that cannot be found is next to useless. However, as industrial marketers, we think that industrial SEO fits especially well with companies operating in the manufacturing, distribution, and service-providing sectors. Here are 5 reasons why industrial SEO is a natural fit for industrial companies:
1. Your Competitors Are (Or Will Be) Doing It
While this may not be exclusive to industrial businesses or industrial websites, it is certainly very true for them. As search engines continue to shape the way B2B customers find products and services, the adoption rate of SEO will only continue to rise. Search engines are the natural starting point for customer information. If a customer is looking for information on John Deere part #5678, for example, then John Deere should have that page readily available, to prevent competitors, making compatible parts, being found first. In fact, in Regalix’s 2015 State of B2B Marketing Report they reveal that 57% of B2B marketers plan to increase their SEO efforts going forward. Industrial SEO implementation is continuing to rise, so if businesses haven’t optimized their websites yet, they likely will soon.
2. Brand Awareness
Industrial companies often tell us that they don’t need marketing. Customers come to them based on their reputation and because they are known as the industry leader. However, online searches and how much information a customer can gain from a businesses industrial website now play an important role in brand reputation.
It is estimated that 90% of all B2B customers turn to online sources at some point during the sales cycle, while the top result generates 40% of clicks.
Failing to appear at or near the top of search results can have a meaningful impact on whether or not a business is perceived as an industry leader.
3. Niche Markets
Many industrial companies serve fairly niche markets. Unlike more consumer grade products, which may be used by a larger percentage of the population, many industrial websites, products and services struggle to land in front of interested eyes. The beauty of industrial SEO is that it makes industrial businesses easy to find by people who are already looking for them. It removes the challenge of finding an interested audience, and instead opens the door to them. Ignoring SEO is the equivalent of ignoring a large chunk of your target market, and makes your industrial website harder to find among your competitors.
4. Measureable ROI
Regardless of company size, marketers are under increasing pressure to deliver more leads to sales teams, of higher quality, with fewer resources.
Not only are leads generated using SEO techniques more likely to convert than traditional outbound marketing, but unlike traditional techniques, SEO efforts can be measured.
With SEO it is simple to track and manage what is working and what is falling flat, while making tweaks along the way. Industrial SEO is a great tool for industrial marketers to increase leads while managing tight budgets.
5. Long-Term Investment Benefit
Unlike traditional advertising in trade magazines and industry publications, SEO does not require a substantial continual investment. Aside from the initial upfront costs to develop a strategy and content, once a website is performing well for specific keywords, businesses do not pay for the traffic they generate. For industrial businesses in particular, which may be subject to industry fluctuations and seasonal trends, it is comforting to know that that online marketing can continue to generate traffic to your industrial website and still perform well, free of cost.
The world of online marketing is rapidly evolving. While it can seem overwhelming at times, search engine optimization remains at the core of all online marketing efforts. This is great news for industrial and manufacturing businesses, since it is particularly well suited to their needs.
About Samuel Fordham
Samuel brings energy and enthusiasm to the marketing team at ActiveConversion. With a background in communications and digital journalism, Samuel focuses marketing efforts towards the goal of increasing opportunities for business growth.