How to do an SEO audit for your manufacturing website
- Last updated: May 30, 2025
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Another day, another manufacturing SEO guide. Today, we’re talking about how to do SEO audits for your manufacturing website.
Your website looks fine. It loads, it says what you do, and your contact form works — most days.
But here’s the problem: it’s invisible.
You’re not ranking for the services you offer, your traffic is mostly bots and job seekers, and the leads that do come in are either unqualified or ghost you after the first email.
Meanwhile, your competitors — who offer nearly identical services — are eating up all the search real estate.
At this point, someone says, “We should do an SEO audit.” So you Google that, and you find checklists written for e-commerce brands, B2C startups, and bloggers with affiliate links.
None of it applies to your business, where the sales cycle is long, the keywords are niche, and your buyers are engineers, procurement officers, and plant managers — not college students looking for socks.
This guide fixes that.
I’ll walk you through how to do a proper SEO audit for a manufacturing website — one that doesn’t just spit out technical jargon, but actually helps you figure out why your site isn’t ranking, and what to fix first.
We’ll cover crawlability, keyword targeting, site structure, content gaps, and conversion paths — the stuff that actually moves the needle.
No filler. Just a clear, focused process designed for manufacturers who are serious about using SEO to bring in better leads.
Check if your site is crawlable and indexable
Before you dive into content strategy, keyword targeting, or ranking improvements — you need to make sure Google can actually see your website.
If your key pages aren’t being crawled or indexed, none of your other SEO efforts will matter.
You could have the best-written content, lightning-fast load times, and perfect internal links — but if those pages aren’t in Google’s index, they won’t rank. Period.
Why crawlability and indexing come first
This is one of the most common — and most overlooked — problems we uncover in manufacturing SEO audits.
Time and time again, we see pages that should be driving business (like service pages, industries served, and compliance certifications) that Google hasn’t even indexed. Or worse, they’re being actively blocked by the site’s own technical settings.
The cause is often small: a misplaced noindex tag, a restrictive robots.txt file, or pages buried too deep in the site structure to be discovered.
But the impact is big. If Google can’t crawl and index your content, it can’t rank it. And if it can’t rank it, your buyers won’t find it — no matter how relevant or well-written it is.
How to check if Google can see your pages
Here’s how to verify whether your most important pages — like core services, industry sectors, and product capabilities — are actually being indexed by Google:
- Log into Google Search Console. Head to the “Pages” section under the “Indexing” menu.
- Filter for pages that are “Not Indexed”. Focus on pages you want buyers to land on — not thank-you pages or admin links.
- Watch out for these specific statuses:
- Discovered – currently not indexed: Google found the page but hasn’t decided to index it yet. This usually means Google doesn’t think the content is valuable or crawl-worthy — often due to thin content or crawl budget issues.
- Blocked by robots.txt: Your site is actively telling Google not to crawl this page or directory. This might be unintentional — especially if whole folders like
/services/or/industries/are blocked.
- Use a manual search to double-check:
site:yourdomain.com
Then type in a key URL likesite:yourdomain.com/cnc-machining/. If your most important pages aren’t showing up, they’re not indexed — and they’re not helping you generate traffic.
How to fix indexation issues
Once you’ve identified what’s missing, here’s how to get those pages indexed and performing:
- Remove any accidental
noindextags from live, public-facing pages. These tags are often left behind from staging environments or copied templates. - Review your
robots.txtfile atyourdomain.com/robots.txt. Make sure it’s not blocking essential directories like/services/,/case-studies/, or/products/. - Fix internal links pointing to broken URLs or redirects. Orphaned pages (with no links pointing to them) often get ignored by search engines.
- Use Search Console’s URL inspection tool to request indexing for pages that are valid but not yet indexed. This is especially useful for newly launched or recently updated pages.
Also consider crawl depth.
If a key page is five clicks away from your homepage, Google might struggle to find it — or may deprioritise it.
Make sure important content is no more than 2–3 clicks from the homepage and is linked from relevant navigation paths.
If Google can’t crawl and index your content, your buyers won’t be able to find it either — no matter how good your messaging or targeting is.
That’s why every solid SEO audit starts here. Before you optimise anything else, make sure the foundation is visible.
Review your page structure and internal linking
Once you’re confident that Google can crawl and index your site, the next question is: can it understand how your site is structured?
Because technical visibility is just the starting line.
To perform well in search — and convert visitors — your site needs to be logically organized, easy to navigate, and clearly tied to how your buyers think and search.
Why structure and internal linking matter
Your website’s architecture tells Google what’s important — and tells buyers where to go next.
If your services are buried under vague labels like “Capabilities” or hidden behind three layers of navigation, Google won’t prioritize them. And your buyers won’t find them.
This is where most manufacturing websites go wrong.
They list all services on a single page. Or they use catch-all categories that sound good internally but mean nothing to search engines.
If your site doesn’t mirror the actual services and industries you serve, you’re creating friction — for both search engines and real people.
You need to build a structure that reflects real-world intent.
One that shows Google and buyers: “We offer this service, for this sector, in this location — and here’s proof.”
That’s what turns a flat brochure site into a lead-generating system.
How to check your structure and linking
Use this process to review your website’s hierarchy and internal link strategy:
- Sketch your site’s hierarchy. Start at the homepage and branch out. How are your service pages linked? Are they grouped logically by function or industry?
- Use a crawler like Screaming Frog to create a crawl map or visual diagram. This shows you which pages have the most internal links — and which are stranded with none at all (called orphan pages).
- Check your top navigation menu and footer. Are your highest-value pages just one click away from the homepage? If not, they should be.
You can also use a visual sitemap tool or even a whiteboard to map out how buyers are meant to move through your site — and compare it with how they actually can.
What to fix for better navigation and SEO
Here are practical ways to improve your internal linking and site structure:
- Give each key service its own dedicated URL — for example, /services/precision-cnc-machining/. Avoid putting all services on one long generic page like /our-services.
- Link between related pages naturally. For example, from a cnc machining service page to your aerospace industry page, and from there to a case study showcasing a successful aerospace project.
- Use keyword-specific anchor text. Replace vague links like “click here” or “read more” with phrases like cnc turning for aluminium enclosures. This helps both SEO and users.
- Audit your internal links quarterly to keep your strongest pages connected and to surface underperforming ones that need attention.
Think of your internal links like conveyor belts in a factory.
If they’re not moving users and crawlers toward your most valuable content, then you’re leaking both traffic and revenue.
A strong internal link strategy reinforces relevance, boosts rankings, and makes your site more usable — for buyers and for bots.
To go deeper into this topic, check out my full guide to internal linking for manufacturers.
Evaluate your on-page content and keywords
Now that your pages are crawlable and your structure’s in place, it’s time to look at what’s actually on those pages.
Because even if your site is technically flawless, you won’t rank — or convert — if your content doesn’t speak your buyers’ language.
This is where most manufacturing websites fall flat.
The content sounds like it was written for an industry brochure or award submission — not a procurement manager or design engineer trying to solve a real problem.
Why most manufacturing content misses the mark
The issue isn’t just style — it’s substance.
Pages are often loaded with jargon like “cutting-edge” or “innovative solutions” but say nothing about what the company actually makes, what sectors it serves, or what certifications it holds.
There’s no mention of materials, tolerances, processes, or turnaround times.
And worst of all, there’s no alignment between the content and what buyers are actually typing into Google.
Your website shouldn’t just “sound professional.” It should reflect the exact questions, phrases, and specs that appear in RFQs and quote calls.
And yes — this is where keyword strategy matters.
But not just broad terms like cnc machining. You need the long, specific, high-intent phrases like cnc machining for titanium aerospace parts uk that real buyers search for when they’re ready to act.
How to evaluate your on-page content
Use this checklist to review the most important pages on your site:
- Start with your core service pages: plastic injection moulding, sheet metal fabrication, die casting. Ask yourself: does this page answer the kinds of questions that come up in a first sales call?
- Look at your headers and metadata: H1s, H2s, title tags, and meta descriptions. Are they clear, specific, and keyword-aligned? Do they use phrases like medical device injection moulding supplier uk or precision aluminium machining ISO 9001?
- Check your real search data in Google Search Console under “Performance” → “Queries.” Are people landing on your pages with the kinds of terms you’re targeting? Or are you attracting irrelevant traffic?
What to improve or rewrite
Once you’ve identified weak spots, here’s how to fix them:
- Rewrite thin or generic service pages with detailed, technical content. Include materials you work with, processes offered, tolerances, industry standards, turnaround times, and certifications like ISO 9001 or ISO 13485.
- Make sure each page targets one specific core keyword, with 2–3 supporting keywords. Don’t dilute your SEO by trying to rank a single page for every service you offer.
- Add supporting content and internal links to help long-tail terms rank — especially through FAQs, related blog posts, and case studies.
Good SEO content isn’t about flowery language. It’s about clarity, credibility, and conversion.
Buyers aren’t browsing for fun — they’re researching.
And if your content answers their question before they ask it, you’re already ahead of your competitors.
Use specific language, mirror your buyers’ phrasing, and structure your content so the next step — requesting a quote, scheduling a call, or downloading a spec sheet — is always obvious.
Competitor analysis
You don’t need to compete with a multinational company just because they show up on Google.
And you definitely don’t need to compare your site to a slick design agency’s portfolio when your buyers care more about tolerances and lead times than animations and branding.
The real question is: who are your actual competitors — the ones showing up in search results for your services, and the ones your buyers are choosing over you?
Benchmark against real rivals, not brands out of your league
Start by identifying the companies that win deals you lose — or rank above you for critical terms like precision cnc machining uk or plastic injection moulding food safe.
These are your real competitors — not the biggest company in your sector, but the one who outranks you and wins business you could have had.
Look at what they’re doing right. Are they creating more service pages? Are they segmenting their industries better? Do they highlight certifications, processes, tolerances, lead times, and case studies right on their landing pages?
Are they ranking because they’ve built more targeted content — or just because they have more backlinks?
This kind of analysis helps you set practical goals, not impossible ones.
How to reverse-engineer what’s working for them
Use this simple process to find and analyse your competitors:
- Open an incognito window in Google and search your top keywords — like stainless steel welding supplier near me or iso 9001 injection moulding manchester. Who shows up?
- Click through to their landing pages. Look at how they structure their content, how detailed it is, and whether it’s written for buyers — not marketers.
- Use tools like Ahrefs or Screaming Frog to crawl their website. Pay attention to how many service pages they have, what keywords they rank for, and how well they’ve structured their site internally.
- Check their backlinks. Are industry directories, trade publications, or local partners linking to them? That’s a gap you might be able to close.
Competitor analysis doesn’t mean copying what others do — it means understanding what works and doing it better.
Use this step to sharpen your SEO strategy, focus your content creation, and avoid wasting time trying to out-rank companies who aren’t even targeting the same buyer as you.
And when you find a competitor doing something well — break it down. Improve it. Out-teach them. Add more detail. Link deeper. Bring your specific capabilities into sharper focus.
Because in B2B manufacturing SEO, better doesn’t mean prettier. It means more useful, more relevant, and easier to say yes to.
Make a plan — what to fix now, what to build next
An audit is only useful if it leads to action.
Otherwise, it’s just a report collecting dust in a Google Drive folder.
The goal isn’t to document problems — it’s to fix them and move the needle.
Sort issues by what you can act on now vs. later
Break your findings into two buckets:
- Quick fixes — Issues like crawl errors, broken links, duplicate title tags, redirect loops, or thin content on key service pages. These are usually technical problems or low-effort updates that can unlock performance fast.
- Long-term improvements — Bigger projects like building out new landing pages, creating high-value content assets, improving internal linking, speeding up your site, or launching a backlink campaign.
Fixing the basics first clears the path. It’s like repairing the conveyor belts before installing a new motor.
You can’t optimise what’s broken.
Prioritise what moves the needle
Not all fixes are created equal. Focus your attention where it matters most:
- Service pages targeting high-intent keywords that aren’t currently ranking or converting.
- Pages that are driving traffic but have weak CTAs, poor structure, or low engagement.
- Speed and mobile usability — especially if you’re seeing high bounce rates or poor Core Web Vitals scores.
- Internal linking gaps — particularly to revenue-driving pages that are underlinked or orphaned.
These are the areas that influence both search performance and buyer behaviour.
Get them right, and everything else gets easier.
Use a simple tracking system
You don’t need a project management platform to run your audit.
Just use a spreadsheet:
- Column 1: What to fix (with a priority level: high, medium, low)
- Column 2: New content ideas based on search gaps and buyer intent
- Column 3: Status (to track what’s done, what’s in progress, and what’s next)
Review progress monthly with your sales or marketing lead — especially for the long-term improvements.
SEO is a moving target, and your strategy should evolve with your business goals.
Think of it like a machine: clear the jam first, then upgrade the parts that actually drive performance.
Frequently asked questions
Every 6–12 months is a solid baseline for a full SEO audit.
But don’t wait that long to check in on performance.
Review key pages, rankings, and technical health at least quarterly — especially your top traffic drivers and service pages.
If you launch a new service, redesign your website, or notice a sudden drop in traffic, run a fresh audit immediately.
Think of it like equipment maintenance — routine checks prevent major issues and keep everything running at peak performance.
Use Screaming Frog to crawl your site and spot technical issues like broken links, missing metadata, and crawl depth.
Use Ahrefs or Semrush to audit backlinks, monitor keyword rankings, and assess your competitive landscape.
Google Search Console is essential for tracking impressions, clicks, and how people are finding you organically.
Don’t forget manual checks — no tool can fully capture buyer intent or how well your content actually answers real questions.
For a deeper dive, check out my guide on the best tools for manufacturing SEO.
Focusing only on technical SEO.
Yes, it’s important — broken links, slow pages, and crawl errors need fixing.
But if your content doesn’t match what your buyers are actually searching for, you still won’t rank.
A technically perfect site won’t drive leads if the content’s off the mark.
Balance crawl fixes with content improvements.
Make sure your pages speak to real buyer needs, use the right keywords, and clearly answer decision-making questions.
That’s what turns an audit from a checklist into actual growth.
Look for rankings going up, bounce rates going down, and more leads coming in from organic search.
Check your Google Search Console data before and after making changes — it’s your best view into what’s working.
A useful audit doesn’t just flag problems — it helps you build a clear, detailed strategy.
It should show you what to fix, what to prioritize, and how to align your content with what your buyers are actually searching for.
If your audit leads to better visibility, stronger pages, and more qualified traffic — it did its job.
You can absolutely start on your own using free tools and this guide.
A basic audit can uncover obvious issues — like broken links, missing titles, or thin content.
But for deeper technical problems, competitive analysis, or a content strategy that actually drives leads, it’s smart to get expert help.
Do a basic audit in-house to get familiar with your site’s strengths and weaknesses.
Then bring in a specialist to validate, expand, and turn those findings into a clear roadmap.
A good audit isn’t just about what’s wrong — it’s about what to do next.
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