Manufacturing digital marketing and SEO

A search for a size, rating or material is a buyer checking whether you make the thing, so the product and specification page has to answer in seconds.

Searches that weigh one technology or material against another are early research, and a clear comparison page can bring in the engineer before a shortlist exists.

Buyers look for the markings a product must carry, and GOV.UK explains that UKCA and CE markings demonstrate that the manufacturer believes that their product meets the relevant product requirements.

People who describe a fault, a failure or a process they need to improve are close to a purchase, so application notes should be written around problems.

Searches for a supplier by location, capability or capacity are comparisons of companies, so capability pages and case material matter.

Google says the title link is the headline part of a search result and it can help people decide which search result to click, so each page needs its own clear title.

Google advises using descriptive URLs, because parts of the URL can be displayed in search results as breadcrumbs, so product and range paths should read clearly.

Google says alt text is a short but descriptive piece of text that explains the relationship between the image and your content, which helps with drawings, photos and diagrams.

Google says that when you add structured data to product pages, your product information can appear in richer ways in Google Search results, where relevant, including price, availability and more.

Google says its ranking systems are designed to prioritize helpful, reliable information that's created to benefit people, which favours technical pages written by people who know the product.

GOV.UK says the UK continues to recognise the CE marking, alongside or in place of the UKCA marking, for the Great Britain market, so product pages should state which markings apply and where.

A person on your side signs off every certification, standard and test claim before it is published, and we do not give regulatory advice.

Datasheets and declarations change, so the site should show a date and a version, and old files should be retired, not left online.

Performance figures should be traceable to a test, a standard or an approved customer result.

Case studies use names, figures and quotes only with the customer’s agreement.

Visits to specification, datasheet and quote pages show research at a named account, even before a form is filled.

Every request goes to a named owner within the same working day, because a slow reply costs more than a weak page.

Each enquiry records the account, the role, the product line and the source, so reports show what is working.

Repeat visits, downloads and replies raise an account’s priority; our lead scoring guide explains how.

Programmes such as Made Smarter, which helps manufacturing SMEs to digitalise their processes, show how many manufacturers are changing their tools.