We’ll talk about how to do local SEO for manufacturers, but first, let me paint you a scenario:
Let’s look at two manufacturers.
One is a large operation producing components for the automotive industry.
They’ve got clients in five countries, contracts with major suppliers overseas, and a website translated into three languages.
Their SEO strategy spans continents.
They need international SEO.
They care about showing up in all search results whether the buyer’s in Munich, Detroit, or Seoul.
We’ll call them Manufacturer A.
The other? A family-run fabrication shop on the outskirts of Manchester.
They’ve been around for 25 years. They cut, weld, and deliver custom steelwork to construction companies, local councils, and tradespeople — mostly within a 30-mile radius.
They don’t need to rank in Germany.
They need to show up when someone in Stockport searches “steel fabrication near me.”
We’ll call them Manufacturer B.
This article is for the Manufacturer B’s out there, the manufacturers who serve a defined patch of the map.
Maybe it’s Greater Manchester.
Maybe it’s South Yorkshire.
Maybe you’ve got a delivery van with your logo on it that never leaves a 50-mile radius.
You win work through reputation, relationships, and showing up first when someone nearby searches local keywords.
This isn’t about chasing clicks from every corner of the internet.
It’s about showing up for the people who are actually going to pick up the phone.
Because when someone in your area needs exactly what you manufacture, you want to be the obvious choice.
Let’s talk about how to make that happen.
What is local SEO for manufacturers? (and why it matters)
Manufacturing local SEO is the process of making sure your business shows up in Google when someone nearby searches for your manufacturing services.
Simple as that.
It’s not about reaching people in New York or New Delhi. It’s about showing up for the procurement manager five miles away who just Googled powder coating near me because their last supplier flaked out.
That buyer? They’re not killing time. They’re not “just looking.”
They’ve got a job to do and a deadline to hit. And whoever they find first — whoever looks credible, close by, and capable — is probably getting the call.
That’s where local SEO comes in.
Showing up where it counts
Local SEO helps you:
- Appear in Google’s local map pack (those three businesses you see right under the map when you search).
- Rank higher in Google Maps, so people can find you when they’re nearby.
- Show up in organic search results for location-based keywords — like cnc machining portland or sheet metal fabrication near me.
These are high-intent searches.
They don’t come from people idly scrolling LinkedIn.
They come from buyers who need a problem solved, now.
Local SEO puts you in front of the people most likely to pick up the phone, request a quote, or walk through the door.
And in a world where everyone Googles before they buy, you’ve got to be there when they do.
So where do we start with manufacturing local SEO?
1. Start with your Google Business Profile
If you only take one thing from this article, let it be this:
Your Google Business Profile is the backbone of local SEO for manufacturers.
Before we talk websites, backlinks, or anything else, this needs to be sorted.
When someone searches steel fabricator near me, one of the first things they’ll see is the Google Map Pack — three local businesses, pulled straight from their Google Business Profiles.
If you’re not there? You’re invisible.
This isn’t optional. It’s step one.
Here’s how to do it right:
✅ Claim and verify your listing
Head to google.com/business and make sure your profile is claimed and verified.
If someone else set it up years ago — or worse, if no one has — it’s time to take control.
✅ Use your actual business name (no keyword-stuffing nonsense)
If your business is called Dawson Steel Ltd., use that.
Don’t call it “Dawson Steel Fabrication Leeds Metal Welders & CNC Experts”.
Google sees right through that.
Use the name customers know you by. Clean. Consistent. Professional.
✅ Choose the right primary category
This matters more than people think.
Pick the category that most accurately describes what you do:
- Metal Fabricator
- Manufacturer
- Machine Shop
- Steel Distributor
You can add additional categories later, but your primary one tells Google exactly what kind of business you are — and helps match you with relevant local searches.
✅ Set your service area (if you don’t just work on-site)
If clients don’t come to you — if you deliver, install, or serve people across a wider area — add your service area.
Use specific towns, cities, or counties.
Example:
We serve businesses across East Yorkshire including Hull, Beverley, Goole, and Bridlington.
This helps Google show your listing to people in those areas — even if your shop’s physically based elsewhere.
✅ Write a clear, local-focused business description
Here’s where you tell people (and Google) exactly what you do and who you do it for.
Use plain language. Drop in relevant keywords naturally.
Example:
We’re a precision sheet metal manufacturer based in Hull, supplying custom-fabricated parts to contractors, builders, and engineers across East Yorkshire. Our services include CNC punching, welding, powder coating, and on-site installation.
Don’t overthink this.
Think of it like explaining your business to someone you just met at a trade show.
Keep it clear, specific, and rooted in your local area.
✅ Add photos that actually show your work
Don’t upload your logo and call it a day.
Upload photos that show:
- Your workshop floor
- Machinery in action
- Your team at work
- Finished products (bonus if it’s on-site with a local client)
These images build trust.
They prove you’re a real business, not just a name in a directory.
Plus, profiles with more (and better) photos get more clicks.
✅ Post regularly (even if it’s just once a month)
Most manufacturers ignore this—and that’s your opportunity.
Post updates the same way you’d update a client:
- “Installed a new laser cutter this week—cuts lead time in half.”
- “Just finished a custom stainless staircase for a commercial site in Bradford.”
- “Hiring welders—get in touch if you’ve got experience.”
One post a month is enough to show Google your business is alive and active.
🛠 Side note: Google looks for signs you’re legit.
A complete, updated, accurate Google Business Profile is one of the strongest signals that your business is real, relevant, and worth showing to local searchers.
2. Optimise your website for local searches
For local SEO to work, your site needs to make it crystal clear who you are, what you do, and where you do it.
If someone lands on your homepage and still doesn’t know if you serve their area or offer the service they’re looking for, they’re gone.
Simple as that.
Here’s how to fix that.
a) Include location-specific keywords
Start with the basics.
Make sure your core pages mention the specific areas you serve and the services you provide.
Use natural, location-specific phrases like:
- custom fabrication in sheffield
- subcontract machining services
- aluminium extrusion supplier
But — and this is key — don’t just sprinkle them randomly.
Google’s smarter than that. Work these into:
- Page titles (e.g. Custom Sheet Metal Fabrication | Sheffield Workshop)
- H1s and subheadings
- Meta descriptions (that little blurb under your page title in search results)
- Image alt text (describe what’s in the photo, and where if relevant)
- URL slugs (like /cnc-machining-manchester or /metal-fabrication-doncaster/)
Read this post for a detailed guide on how to find manufacturing keywords.
b) Create a dedicated “areas we serve” page
If you serve more than just your hometown, make it clear.
Create an Areas We Serve page that lists the towns, cities, or counties you regularly work in.
Even better — add a short, optimised section or subpage for each location.
Tip: Link to this page from your homepage and your contact page. Internal links matter.
c) Add your NAP on every page
NAP = Name, Address, Phone number.
And it should be:
- Consistent across every page of your site
- Exactly the same as what’s on your Google Business Profile
- Easy to find—preferably in the footer and on your contact page
Why? Because Google cross-references this information.
If there’s a mismatch — even something as small as “St.” vs. “Street”— it can affect how you show up in local search results.
Also: use a local phone number.
It’s a small detail, but it reinforces that you’re part of the community, not some faceless company outsourcing everything.
3. Build local landing pages (the right way)
If you serve more than one location, you need to tell Google — and your potential clients — that clearly.
But here’s the catch: don’t just dump a list of cities onto a single “we work everywhere” page.
That’s lazy SEO, and Google’s not fooled by it.
If you want to rank in multiple areas, you need to build dedicated landing pages that show you actually work there.
But only create these pages for places you genuinely serve.
Here’s how to do it properly:
Every local landing page should feel like it was written for someone in that town.
Not copied and pasted. Not vague.
Not just swapping out city names.
Each page should include:
✅ A unique intro that speaks to that location
Don’t start with a generic line like
“We’re proud to serve the UK.” Get specific. Based just outside Leeds, we regularly supply and install custom-fabricated staircases for commercial projects across West Yorkshire — including office buildings, apartment complexes, and council properties in and around the city.”
This signals to Google — and your reader — that you know the area and actually work there.
✅ Services or products tailored to local demand
If you’re offering the same services across multiple towns, fine.
But try to mention what’s most in-demand for that region if you can.
We’ve worked with construction firms across Sheffield on balustrade systems, mezzanine floors, and bespoke metalwork for commercial interiors.
This helps you rank for industry + location keywords, and it also just sounds more real.
✅ Local testimonials or project examples
If you’ve done work in that area, talk about it. Even better — show it.
“We used <Your Company> for a series of custom fire escapes at our site in Bradford. Spot-on from start to finish.”
– Site Manager, Commercial Contractor, Bradford
Bonus points if you can include:
- Client names (if they’re okay with it)
- Project photos
- Project specs (what was delivered, turnaround time, etc.)
✅ Google Map embed of your location or service area
Adding a map helps people see where you’re based and how close you are to them.
If you serve from one central location, embed a map showing your workshop and draw a radius.
If you have multiple facilities, link to the closest one.
✅ Internal links to your main service pages
Think of each local page as a satellite.
It should point back to your main hub.
Link to your service pages, your About page, and your contact page.
That keeps users (and Google) moving through your site.
What to avoid: boilerplate, filler, and copy-paste jobs
Google can spot duplicate content from a mile off.
And if someone lands on three different local pages and they all read the same, you’ll lose their trust.
So, make it real. Speak like a business owner who actually knows these towns.
Show them you’ve worked there.
That you get the work being done in that region.
Let’s say you’re fabricating staircases for commercial builds in Leeds. Don’t just say “We serve Leeds.”
Show a photo of one of those staircases on-site.
Mention who the client was. What the brief was. How long it took.
These are the kinds of details that build both credibility and rankings.
When done right, local landing pages help you convert. Because nothing builds trust like relevance.
And when a buyer in that town sees that you’ve done the exact kind of work they need, just down the road?
That’s when they pick up the phone.
4. Get reviews from local clients
Let’s be honest — most manufacturers don’t think about reviews.
That’s something for cafés, hotels, or eCommerce brands, right?
Wrong.
Online reviews are a big deal for local SEO — and yes, B2B buyers read them.
When someone’s deciding between you and the other fabricator across town, a few strong Google reviews from real local clients could be the difference between a call and a bounce.
People want proof. They want to know you’ve done this before, and that you did it well.
Who to ask for reviews
You probably already have happy clients who would leave a review if you asked.
The key is just that—asking.
Start with:
- Long-time local clients
- Contractors you’ve worked with more than once
- Engineers or project managers you’ve supplied
- You don’t need 50 reviews overnight. You just need a few solid, honest ones from people who know your work.
How to actually get more reviews
Don’t overthink it. Keep it simple and personal. Here are three ways that work:
✅ Send a quick follow-up email after the job
“Thanks again for working with us on the <project name>. If you’ve got 30 seconds, would you mind leaving a quick Google review? It really helps us get found by other local businesses.”
Drop in the link directly so they don’t have to search for you.
✅ Include a QR code or link on your invoices and delivery slips
A little line at the bottom of your paperwork —
“Happy with our work? Leave us a Google review here.”
— with a QR code or short URL makes it easy for people to follow through.
✅ Train your sales or admin team to ask
If someone says, “You guys did a great job,” respond with:
“Would you mind leaving that as a Google review? It really helps.”
It takes 10 seconds, and it makes a real impact over time.
Play the long game
Google doesn’t want to see 20 reviews show up overnight. That looks fake.
What they want is steady, consistent growth — a review here, another one next month, a couple more the month after that.
That shows you’re an active, trustworthy local business.
And from a buyer’s point of view?
Seeing recent reviews (not ones from 2018) tells them you’re still going strong.
5. Earn local backlinks
Backlinks are still one of the strongest ranking signals in SEO.
Always have been.
But if you’re focused on local SEO for manufacturers, it’s not just any backlink you want — it’s local ones.
Links from websites in your region, from businesses and organisations connected to your community.
What is a local backlink?
A backlink is simply a link from someone else’s website to yours.
When that website is also based in your town, region, or industry niche, it becomes a local backlink — and Google gives it more weight in your local rankings.
Think of it like word-of-mouth, but online. Every time someone links to you, it’s a vote of confidence.
Where to get local backlinks (that actually move the needle)
Here’s where to look first — places most manufacturers don’t even think to check:
✅ Suppliers or partners
If you’ve got a long-term relationship with a supplier, material provider, or logistics company, ask them to link to you as a preferred fabrication partner or local manufacturing client.
Even something simple like:
“We supply mild steel to Dawson Fabrication in Leeds.”
— with a link to your homepage — is a valuable backlink.
If they’ve got a “customer stories” or “who we work with” page, even better.
✅ Local news outlets
Journalists love real stories. You just need to give them something to work with.
Here are a few easy angles you can pitch:
- You’ve just installed a new £200k CNC machine to expand your production capacity
- You’re launching a local apprenticeship program or hiring for skilled roles
- You’ve hit a milestone — 25 years in business, 10,000 projects completed
- You’re sponsoring a local football club, community event, or charity
Even a short write-up with a link to your website is gold.
Local press sites tend to have strong domain authority and clear location relevance.
Look for:
- Local newspapers
- Industry-specific regional outlets (e.g. Manufacturing & Engineering Magazine North)
- Local business blogs or chambers of commerce news feeds
✅ Industry blogs or publications
Trade publications are always looking for real-world content — especially if you’re willing to talk about the nuts and bolts of your process.
Offer:
- A short case study about a local project you delivered on time and under budget
- A behind-the-scenes look at your manufacturing process
- A write-up on how you implemented a new piece of tech or automation
Don’t over-polish it.
These outlets appreciate detail.
And if they publish it with a link to your site?
That’s both great PR and an authoritative backlink.
And that’s how you do SEO for local manufacturers.
That’s all he wrote, folks.
Until next time, peace.