Companies within the manufacturing industry might find it difficult to establish and build their online presence. Unlike some extremely familiar business-to-consumer (B2C) products, the manufacturing sector still tends to be driven by traditional marketing including networking through trade events and industry-specific publications.
Digital media including web pages, blogs, videos, thought leadership and B2B social media opportunities like LinkedIn has transformed the way manufacturing marketing functions. In terms of directing audiences to your web page, they must be in the market or in the network for these marketing methods to make an impact.
How does a manufacturing business increase your overall online presence if your are appearing in search results?
Assuming your website is completely updated including a design that is less than 5 years old and your performance is optimized to compete with the top performers in your industry, your marketing plan should start with search engine optimization (SEO).
On-page SEO includes a full review of your site content. Creating stronger content and improving the internal infrastructure of your site helps increase your performance in search engine results. On-page SEO can increase search traffic but for manufacturing businesses, high-quality links are one of the most effective methods of lifting your online presence.
Link Quality Assessment
Not all links are healthy or productive for your domain. In fact, spammy link-building techniques can profoundly hurt your website. Site owners who purchase link-building campaigns from unscrupulous sites are often shocked by the long-term impacts of black-hat and grey-hat off-page SEO techniques.
The authority and trustworthiness of the websites that provide backlinks to your site truly matter. Websites that are relevant to your industry and provide natural backlinks to your website carry far more weight than buying links from random sites.
A successful link-building strategy aims to monitor and build links from websites that are relevant to your industry or niche. This includes partners within your industry and within your supply chain. For manufacturers, a linking page with the websites of your OEM and Tier 1 suppliers can create a natural connection. As previously mentioned, link-building for SEO should include requesting links when leaders within your business appear at trade shows, and speaking events, and participate in the media.
A simple example of link relevance is when your business appears in local news coverage or participates in a trade expo. A link from these established websites to your web page can generate a positive boost for search engine optimization.
At the other end of the spectrum, a random link from other sites can create red flags. A common trick for when trying to acquire new links involves websites known as link farms or private blog networks. The only reason these sites exist is to sell backlinks. These low-quality links pointing at your domain can boost performance temporarily but Google alerts to linking pages. Once black hat strategies are identified by search engines, your domain can suffer extreme penalties that last years.
Instead of gaming the system, focus on popular link-building strategies proven to perform over time. Link-building work can be time-consuming so you should monitor your efforts. Domain authority and authority score metrics help you know whether your efforts are working. The more backlinks you earn from relevant websites, the healthier your scores.
If you do not want to pay for professional link-building tools, a key metric on Google Analytics to monitor is referral traffic. This is a strong indicator of how external links are working for your site. Depending on the link popularity, referral traffic can generate strong leads for your web pages.
Link-building tools provide comparisons between you and your direct competitors. In fact, as we will examine in the strategies section, a competitive analysis can find opportunities to expand your link-building campaign. Just like performance tracking, assessing where you are currently compared to your competition and regularly monitoring performance helps you improve rankings in search results.
Identifying High-Value Backlinks
When you perform competitive analysis, you will want to focus on how many links you can build from high-value websites. There are clear targets to aspire to including any domains from governments (.gov) and universities (.edu). These domains can significantly boost your site’s authority and search engine visibility.
Before you begin reaching out to a potential website, check their backlink profile, domain authority, or authority score. Since link-building strategies require some effort, you want to make sure you are not wasting time and effort on low-quality backlinks.
It’s essential to note that relying on the assessments of any link-building tool is no guarantee of success. While it provides valuable insights, the long-term success of your online presence relies on building connections within your industry.
Partner with an Agency That Knows Manufacturing
If you’re the owner of a manufacturing business, we understand that you have enough to worry about as it is. From keeping track of inventory to managing employees, your plate is full enough.
Let Valve+Meter help develop marketing strategies that work for your company. We’ll increase your brand awareness to your target audience and search engines, increase search ranking in relevant search results, and drive more organic traffic to your site.
Our experienced professionals have helped manufacturing companies like yours find tremendous organizational growth and capture new leads like never before.