Most manufacturing customers don’t arrive on a website, read one page and immediately request a quotation. They may be researching a problem that hasn’t been fully defined. They could be comparing materials, processes or possible suppliers. Technical, commercial and operational questions must often be answered before a decision can be made. Several people may also influence the purchase. An engineer wants to know whether you can meet the specification. Procurement will consid

Keyword research for a manufacturing business can be tricky. The products may be highly technical. Different buyers can describe the same component in different ways. Search volumes are often low, while the value of a single order may be very high. This means conventional keyword research can give manufacturers a distorted view of what matters. A broad phrase attracting 1,000 searches a month might produce little commercial value. A precise search used only 20 times could lea

A large product range should give a manufacturer more opportunities to appear in search. In practice, it can create just as many problems. Hundreds or thousands of products can lead to duplicate pages, weak descriptions, confusing categories and countless filtered URLs. Important products may sit several clicks away from the homepage. Others may only be accessible through a search box or JavaScript filter. There may also be an ERP or product information management system cont