SEO for Industrial Companies: Learn How to Create Business Growth With SEO
Make an impact on the bottom line, from generating qualified leads to new deals, with SEO for industrial companies. Learn how to get started with this guide!
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insights from 237,500+ hours of industrial marketing experience
How to use this industrial SEO guide
This industrial SEO guide provides a single place for learning:
- How search engine optimization can generate leads and sales
- How to use search engine optimization to grow a business
- How to get professional SEO help (if needed)
The basics of SEO for industrial companies
Learn the basics of SEO for industrial companies now:
What is industrial SEO?
Industrial search engine optimization (SEO) helps industrial companies improve their website’s visibility in organic search results, like on Google and Bing. Common strategies for achieving this goal include creating relevant content, targeting specific search terms, and earning online citations.
What are the types of industrial SEO?
There are a few types of industrial SEO that businesses focus on, including:
- On-page SEO, which targets on-site optimizations, like creating content.
- Off-page SEO, which targets off-site optimizations, like acquiring an online citation or link.
- Technical SEO, which targets backend on-site optimizations, like improving page speed.
- Local SEO, which targets on- and off-site optimizations, like claiming local listings.
The most effective industrial SEO marketing campaigns will focus on each of these SEO types. That’s because search engines use hundreds of factors that extend across these types of SEO to generate their search results.
How can SEO benefit industrial companies?
When it comes to search engine optimization, there are several benefits for industrial companies:
- Grow your online reach: Search engine optimization makes it possible to reach users throughout their buyer journey, from awareness to consideration. That’s because industrial SEO targets various search intents with helpful and relevant content.
- Improve your lead quality: Like paid advertising strategies, businesses can target the search terms (or keywords) most valuable to them with SEO. With better targeting, it’s possible to attract more qualified leads — without the high cost of paid ads.
- Shorten your sales cycle: With SEO content (or content optimized for search engine optimization), industrial companies have shortened their sales cycle by providing leads with the information and confidence they need to make a purchase decision.
- Build your online reputation: Search engine optimization can also help industrial companies build their online reputation, whether as a five-star service provider or industry thought leader — both of which can impact lead generation rates.
Is SEO for industrial companies better than PPC ads?
Yes — and no.
From our experience as an industrial marketing agency (which encompasses hundreds of thousands of hours), we’ve seen the value in using both pay-per-click (PPC) advertising and industrial search engine optimization.
Both have specific use cases that make them valuable in industrial marketing.
| Strategy | Benefits | Use cases |
| SEO | Delivers long-term performance
Charges zero fees for clicks
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Reach users across the buying funnel
Nurture potential or existing leads
Build online reputation |
| PPC | Delivers immediate visibility in search results
Offers advanced target options, including lookalike audiences |
Promote a new product or service
Maximize visibility for branded terms
Address a rebrand |
That’s why we often recommend businesses use both SEO and PPC to achieve their marketing goals. However, if choosing between the two, we recommend investing in search engine optimization because of its cost-effectiveness and long-term performance.
How long does industrial SEO take to work?
In most cases, industrial SEO requires three to six months to work. Several factors affect this timeline, including the website’s existing SEO and the number of hours set aside for SEO optimizations.
An SEO audit can help create a more accurate timeline — which is beneficial if pitching industrial SEO to leadership. You can get an SEO audit through free tools, like Screaming Frog, or professional SEO audit services.
Getting started with industrial SEO
Learn all about getting started with industrial SEO now:
How much does SEO for industrial companies cost?
On average, SEO for industrial companies costs $2500 – $7500 per month. Prices depend on several factors, including your business’s size, strategy’s aggressiveness, and whether you outsource to an agency.
What are the most effective industrial SEO strategies?
The most effective industrial SEO strategies include the following:
1. Targeting long-tail keywords
About: Search engine optimization revolves around targeting keywords — or the words and phrases people use to browse the web. Long-tail keywords are three to four words (or more) and often have less search volume and competition than short-tail keywords.
Why this strategy works: Besides being easier to rank at the top of organic search results, long-tail keywords also help industrial companies reach their target market, which is especially useful if offering specialized products or services.
Getting started with this strategy: Use a free keyword research tool like SEO.com to research the most common (and relevant) long-tail phrases people use to find products or services like yours. For the best results, start with the product or service offerings that matter most to your business.
Learn How to Do Keyword Research
2. Building product and/or services pages
About: With product or service pages, industrial companies can provide potential buyers with valuable information, like dimensions, materials, purchase minimums, and more, and inform their next steps.
Why this strategy works: With product or service pages optimized for industrial SEO, businesses can reach their target audience via organic search. Plus, these pages can help disqualify users, saving your sales team valuable time that they can redirect toward more qualified leads.
Getting started with this strategy: Research online competitors to get design ideas. Then, work with a designer and developer to build the page. Next, create copy (aim for at least 500-800 words) that uses your target keywords.
Learn How to Design a Product Page
3. Creating unique, helpful content
About: Content is critical to industrial search engine optimization. That’s because search engines like Google prioritize sharing unique content that helps users solve their problems, whether they’re researching a machinery error code or searching for a parts supplier.
Why this strategy works: With unique and helpful content, industrial companies can reach their target market and persuade them to convert, whether by submitting a quote request or completing an online purchase. Plus, this content will support off-page SEO initiatives by attracting backlinks.
Getting started with this strategy: Brainstorm topics using keyword research tools, online forums, or even conversations with sales and customer support team members. Then, work in-house (or with a professional copywriter) to create the content with your team’s expert insights.
4. Having a responsive website
About: A responsive website makes visiting a site on a desktop, laptop, tablet, or smartphone seamless. In comparison, a non-responsive site is often difficult to use on a smartphone vs. a laptop. The good news is that most website builders have built-in responsive design.
Why this strategy works: Search engines like Google crawl the web from a mobile user’s perspective, which means industrial sites with a non-responsive design will have more trouble ranking in search results — and more difficulty turning mobile users into leads.
Getting started with this strategy: Use a free tool like Chrome Dev Tools or Blisk to view your website on different devices, from laptops to smartphones. Alternatively, use your personal device. If there are visual errors, work with a developer to fix your website for industrial SEO.
Learn More About Responsive Design
5. Optimizing local listings
About: Local listings, like Google Business Profile and Bing Places, help users discover businesses in their area. People can even use them to explore companies outside their local area. Local listings highlight a business’s contact information, products or services, and online reviews.
Why this strategy works: Industrial companies that operate locally can use local listings to reach users and showcase persuasive trust signals, like online reviews and images. Even if you don’t operate locally, these profiles can still help buyers learn more about your business.
Getting started with this strategy: Create or claim your local listing on places like Google Business Profile. Next, add your name, address, phone number, and website. Then, consider uploading photos of your business and work, as well as available products or services.
Learn More About Google Business Profile
What are some key steps for getting started with industrial SEO?
Some key steps for getting started with industrial SEO include:
- Understand stakeholder expectations for SEO’s performance
- Set up Google Search Console and Google Analytics 4 for tracking performance
- Verify search engines like Google can crawl and index your website
- Complete an SEO audit
- Document keyword targeting, optimizations, etc.
Get Started With Our SEO Checklist
How do I measure industrial SEO’s performance?
You can measure industrial SEO’s performance with a variety of metrics, including:
- Impressions
- Clicks
- Average position
- Engaged sessions
- Conversions
While rankings and clicks matter, most industrial companies want business growth from search engine optimization — via qualified leads and sales. That’s why measuring the conversions (like quote requests or purchases) coming from organic search is important.
Measuring some of this data with Google Analytics 4, like the number of organic search users submitting a quote request, is possible. What’s missing, though, is what happens to these users once they enter the sales process.
For example, Google Analytics 4 can’t answer these questions:
- How many users were qualified?
- How many users closed?
- What was the average deal value?
Marketing automation software can help, though.
With marketing automation software, businesses can connect their website analytics data with their industrial customer relationship software (CRM), making marketing automation software essential to measuring industrial SEO’s performance.
While plenty of marketing automation platforms are available, RevenueCloudFX is our favorite.
Outsourcing SEO for industrial companies
Learn how to get professional SEO help below:
When should I outsource my industrial company’s SEO?
In our experience, there are a few signs that it’s time to outsource an industrial company’s SEO:
- Time: There isn’t the time to optimize for SEO.
- Performance: SEO performance has declined or plateaued.
- Resources: The resources aren’t there to practice SEO internally.
- Goals: The organization has aggressive goals for growth and/or SEO.
- Merger and/or acquisition: The company is managing multiple sites or condensing them.
Acting sooner rather than later can make outsourcing easier.
For example, a business looking to improve its SEO performance in 30 days will have a tougher time finding a reputable agency than a company looking to improve its SEO performance in the next 90 days.
How much do SEO services for industrial companies cost?
SEO services for industrial companies cost around $2500 – $7500 per month. While some SEO plans advertise at a few hundred dollars per month, these agencies often fail to provide the service or results companies want.
SEO Calculator
How do I choose an industrial SEO agency?
When choosing an industrial SEO agency, ask these questions (based on decades in the industry):
- Do you have case studies you can share?
- Do you work with any of my competitors?
- How do you measure client success?
- When can I expect to see results?
- How much of my time will you need on an ongoing basis?
- Are you able to work with my other agencies?
- What makes you a better option than XYZ competitor?
- Can you provide a list of deliverables? (The answer should be yes.)
Note: While most companies like the idea of partnering with an industry-specific agency, there is value in hiring an SEO company that works with businesses across industries. These agencies often have more resources and talent, plus a melting pot of ideas from their broad client base.
Grow your business with industrial SEO pros
Congrats! You’ve learned all about SEO for industrial companies. Now, you’re ready to use search engine optimization to grow your organic rankings, qualified leads, and revenue. If you’re looking for professional help, though, WebFX can help.
With hundreds of industrial SEO pros and thousands of hours of experience in the marketplace, we’re a trusted partner for industrial companies across the globe. Learn how we can help by exploring our SEO plans or contacting us online to speak with a strategist!
We Drive Results for Industrial Companies
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Solving key challenges for industrial companies
Our website isn’t driving enough traffic
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We’re not selling enough products
Reach your sales goals with custom digital marketing plans designed to optimize your website and campaigns to maximize your conversions and product sales.
We’re struggling to retain customers
Our team specializes in helping your industrial company implement strategies that build long-term relationships with clients and foster brand loyalty so you can keep your clients coming back again and again.
Our marketing efforts aren’t providing a high return
Leverage the power of data to make smarter marketing decisions that drive a higher ROI for your company instead of relying on gut feelings with our data-driven marketing plans.
