The biggest SEO mistakes manufacturers make
- Last updated: May 31, 2025
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Let’s be honest — most manufacturers treat content like an afterthought. You’ve got a blog with three posts from 2019, your product pages sound like they were written by your CAD software, and your “About” page reads like a legal document.
And yet, you’re wondering why no one’s finding you on Google. Why the leads you do get aren’t qualified. Why your competitors are outranking you — despite offering the same damn services.
Good content is your edge. Especially in manufacturing, where the buying process is slow, technical, and full of research.
Your prospects aren’t just browsing — they’re solving problems. They’re looking for suppliers who get their industry, who can back up big claims, and who can explain complex solutions in a way that actually makes sense.
This guide is your starting point. It’ll show you how to write content that speaks to engineers, procurement teams, and technical buyers — the people making real purchasing decisions.
We’ll cover the basics: what to write, who you’re writing for, how to structure your content, and how to make it rank without sounding like a robot.
No marketing jargon. Just a clear, practical approach to content writing that helps manufacturers get found, get read, and get chosen.
Mistake 1: You don't have separate pages for your services
One of the most common (and costly) SEO mistakes manufacturers make?
Listing everything you do on one generic “Capabilities” or “What We Do” page.
It’s tidy. It’s convenient. But it’s terrible for SEO — and confusing for buyers.
Google doesn’t rank businesses. It ranks pages.
So if you want to show up for 5-axis cnc machining uk, you need a dedicated page about that.
Not just a mention buried in a paragraph between laser cutting and welding.
Why dedicated service pages matter
Each page on your site is a chance to target a specific keyword, answer a buyer’s specific question, and get found in a specific search.
If all your services live on one page, you’re diluting that opportunity—and probably confusing Google about what your business actually specialises in.
Dedicated pages let you:
- Use precise page titles like 5-Axis CNC Machining Services for Aerospace | UK Supplier
- Include relevant details: tolerances, materials, certifications, industries served
- Link internally to related sectors, capabilities, or case studies
- Build topical authority—Google sees depth, not just breadth
And for your buyers, it’s even more important.
A project engineer sourcing cnc turned parts for medical enclosures doesn’t want to scroll through 10 other services to find what they need.
They want clear answers. Fast.
What to do instead
Create one high-quality landing page per core service.
That means:
- One page for laser welding
- Another for die casting
- Another for plastic injection moulding
Each should focus on one capability. One audience. One intent.
And yes, they should be linked together—but they shouldn’t live on the same page.
It’s not about writing more for the sake of it.
It’s about being findable, relevant, and useful to the people who are actively looking for what you do.
If your services matter to buyers, they should each have a page of their own.
Mistake 2: Your content is vague and generic
“High-quality manufacturing solutions for all industries.”
It sounds polished. Professional. Maybe even award-worthy.
But to a buyer with a spec sheet in hand, it’s meaningless.
SEO content doesn’t win because it’s flowery—it wins because it’s specific.
If your pages don’t mention what materials you work with, what standards you meet, and what industries you serve, Google—and your buyers—have nothing to grab onto.
You’re not just being vague—you’re being invisible.
Vague claims don’t rank—or convert
When someone searches medical-grade plastic injection moulding, they’re not looking for “cutting-edge innovation.”
They want to know:
- Can you meet ISO 13485 requirements?
- Have you worked with medical clients before?
- Do you handle small batches or just large runs?
- What’s your lead time for tooling and first articles?
Buyers are solving problems under pressure. If your site doesn’t clearly answer those questions, they’ll hit the back button and click on someone who does.
Same goes for iso 9001 sheet metal fabrication—that’s not a buzzword. It’s a search term typed by someone who knows what they want.
If you offer it, you need to say so. Clearly. In your headline. In your metadata. In your body copy. And ideally with a proof point to back it up.
Here’s the test: If you removed your logo, could your service page belong to any other manufacturer?
If the answer is yes, it’s not specific enough.
How to fix vague SEO copy
Your goal isn’t to impress your competitors—it’s to reassure your buyers.
And that requires clarity, not complexity.
- Replace fluff like “industry-leading” or “bespoke solutions” with real details: machines, materials, tolerances, certifications, industries
- Use keywords your buyers actually search for—found in Google Search Console, your RFQs, call notes, or old email threads
- Structure your content around buyer priorities: what you do, who it’s for, how it works, and why they should trust you
One more tip: Add proof wherever you can. A mention of cnc machining is good. A sentence like “We provide ISO 9001-certified CNC machining for aerospace-grade aluminium and titanium, with tolerances down to ±0.01mm” is better.
It shows you understand the work—and can do it.
Think like a buyer with a deadline.
They don’t have time for generic. They’re scanning pages for relevance, experience, and proof.
The faster you give it to them, the more likely they are to click, stay, and get in touch.
Mistake 3: Your site has no internal structure
If your site is just a homepage and a handful of generic pages, Google can’t figure out what’s important.
And neither can your buyers.
Manufacturing buyers don’t browse like consumers. They land with intent—and expect to find specific information fast.
If your site has no internal structure, no clear pathways, and no keyword-based links, you’re making them (and Google) do the work.
Why internal linking matters
Google doesn’t just crawl pages—it follows links to understand what’s connected and what matters most.
When you link between related services, industries, and case studies, you’re giving it a roadmap.
And when you use anchor text like cnc machining for aerospace parts instead of “click here,” you reinforce what that page is about.
Buyers benefit too. A good internal structure helps them navigate like they think:
- They land on your cnc machining page
- They see a link to your aerospace manufacturing section
- From there, they find a case study on titanium bracket production
- Now they trust you—and they click to request a quote
That’s how internal linking turns a visitor into a lead.
How to fix weak site structure
You don’t need hundreds of pages. But you do need a logical, connected system.
- Create individual pages for each key service, material, industry, and capability
- Link between them using descriptive anchor text that reflects search intent
- Use your footer, sidebars, and CTAs to guide users deeper into relevant content
For a full walkthrough on doing this right, check out the internal linking guide.
Because if your content lives in silos, it won’t rank—and it won’t convert.
Mistake 4: Your site is slow, untracked, and hard to convert on
If your site takes longer than 3 seconds to load or breaks on mobile, you’ve already lost most visitors.
In manufacturing, first impressions matter — and slow, clunky pages send the wrong message.
Now layer on this mistake: no clear call-to-action, no quote form, and no way to track what’s working.
You’re not just leaving money on the table—you’re locking the door and hiding the bell.
Speed is non-negotiable
Your buyers are engineers, procurement leads, and technical managers.
They’re busy, focused, and likely browsing between tasks.
If your page doesn’t load fast—or looks broken on their phone—they’ll bounce and go straight to the next supplier.
Use Google PageSpeed Insights or WebPageTest to check your speed. Aim for:
- Under 3 seconds on both mobile and desktop
- Minimal layout shift and image bloat
- Mobile-friendly design and clickable CTAs
No data, no direction
If you’re not tracking what users are doing, you’re flying blind.
Set up:
- Google Analytics 4 for behaviour insights
- Google Search Console for keyword and indexing data
- Conversion tracking for quote form submissions, file downloads, and email link clicks
Once it’s set up, review this data monthly.
Watch where people drop off—and fix those pages.
Make conversion stupidly simple
Every high-value page—especially service, industry, and case study pages—should give the visitor a clear next step:
- Add a “Request a Quote” button above the fold
- Use sticky headers with contact CTAs
- Include fast, scannable contact options (form, phone, email)
You don’t need fancy animations or slick transitions.
You need a fast site, clear CTAs, and visibility into what’s working.
That’s what turns SEO traffic into real RFQs.
Final thoughts: SEO is slow, mistakes make it slower
SEO already takes time.
The last thing you want is to waste six months chasing the wrong keywords, writing the wrong content, or fixing things that don’t matter.
And yet, that’s where most manufacturers go wrong.
They either do nothing—hoping their old brochure site somehow climbs the rankings—or they do everything at once with no clear strategy.
Blog posts that don’t rank. Pages targeting keywords no buyer actually searches. Hours spent tweaking design details while core pages remain invisible to Google.
Focus on what actually moves the needle
SEO for manufacturers isn’t about doing more.
It’s about doing the right things in the right order:
- A clean, crawlable site: Make sure Google can find and index your core pages—especially your services and industry verticals.
- Clear messaging: Say what you do, who it’s for, and why it matters in plain language—no fluff, no filler.
- Specific, buyer-focused pages: Build dedicated pages around real searches like cnc machining for aerospace parts uk — not vague capabilities.
- Technical basics handled: Fix broken links, slow load times, mobile responsiveness, duplicate metadata, and other issues that quietly kill performance.
- Content mapped to search intent: Match each page to a real buyer question—whether it’s early-stage research or “I need a quote today.”
The payoff is predictable pipeline
When you get this right, SEO becomes your highest-converting channel.
Leads don’t just increase—they improve.
More qualified buyers.
Fewer tyre-kickers.
Shorter sales cycles because they come in pre-sold by your content.
But when you skip steps or follow generic advice, your site stalls.
Rankings plateau.
Traffic grows without turning into business.
And your team ends up back on page 6—wondering why the inbox is quiet, again.
Skip the guesswork.
Keep it simple.
Stick to what works—and build on it consistently.
Frequently asked questions
Using vague, one-size-fits-all service pages that don’t speak to specific capabilities or industries.
Ignoring technical SEO — like broken links, missing metadata, or crawl issues — that quietly kill rankings.
Having a slow website that frustrates buyers and hurts your visibility in search.
Poor internal linking, which makes it harder for both users and search engines to navigate your content.
And not targeting real keywords buyers are actually searching for — like iso 13485 certified plastic injection moulding or cnc machining for aerospace components.
These mistakes are common — but also fixable.
Get the basics right, and you’ll already be ahead of most competitors.
Start with Google Search Console — it shows you how Google sees your site.
Check for coverage issues, indexing errors, and pages that are excluded or not discovered.
Then run a crawl with Screaming Frog to uncover technical problems like broken links, missing metadata, duplicate content, or slow-loading pages.
If key pages aren’t being indexed, or there are crawl errors blocking access to important content, you’ve got work to do.
Fixing these issues helps your site get found — and trusted — by both search engines and buyers.
Yes — listing all your services on one page is a common mistake.
Google ranks individual pages, not lists.
If you want to show up for specific searches, each core service — like cnc turning or sheet metal prototyping — needs its own dedicated page.
That gives you the space to go deep, use the right keywords, and match buyer intent.
It’s better for SEO and way more useful for your prospects.
If your site is ranking but not converting, it’s time to look beyond SEO.
Check if every key page has a clear, visible call to action — like a quote request, form, or phone number.
Make sure your site loads fast and works smoothly on mobile — slow or clunky pages lose leads.
Then ask the big question: does your copy actually match what buyers are looking for?
Does it speak to their needs, problems, and decision points — or just list features?
Ranking means nothing without results.
Your site isn’t just there to be found — it’s there to win business.
You don’t need a full redesign to fix your SEO.
Start by improving your top 5 service pages — these usually drive the most impact.
Make sure each one targets a specific, high-intent keyword buyers actually search for.
Add internal links between related pages to help both users and search engines navigate your site.
Update the content to clearly explain what you do, who it’s for, and why it matters.
Most SEO wins come from sharpening what you already have — not starting over.
Fix the pages that matter most, and you’ll see results faster.
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