We’ll talk about how to do SEO for your manufacturing company, but first, let me paint a scenario for you.
I want you to imagine a seasoned supply manager with ten years of experience at a window manufacturing company.
Let’s call this guy Barry:
Barry works for a company that depends on a steady supply of aluminium extrusions to keep production running smoothly.
But a change is coming soon. The company is planning to switch to a cheaper supplier in a few weeks.
So Barry’s job is to scope out the different aluminium extrusion suppliers out there, find the one that best matches the company’s requirements, and negotiate a contract.
He’s interested in three things: the product quality, cost and lead times of the new supplier.
So he hops on a laptop, Googles the words aluminium extrusion supplier and hits the search button:
The clock is ticking.
Barry doesn’t have time to read a basic What are Aluminium Extrusions? article.
We’re talking about Barry here.
Mr. 10 Years in the Game.
He doesn’t need to be spoon-fed this simple information.
What he does need is specific, detailed reasons why he should choose one aluminium extrusion supplier over the other one.
Let’s step out of that scenario for a moment.
Do you see the problem with writing basic, beginner-level content for a knowledgeable B2B audience?
Advanced customers are already aware of the products you manufacture.
They’re ready to buy. They just need you to give them that final nudge.
So your focus should be less on making them problem-aware, and more on showing them how your products and services solve their problems better than the competition.
Most manufacturing companies overlook this fact when they’re working on their SEO and content marketing strategy.
In this article, we’ll cover:
- The problem with how most manufacturers do SEO
- Why you should prioritise keywords with high buying intent over high search volume
- How you can write SEO content that targets manufacturing keywords and resonates with readers
If you’re looking for someone to handle SEO for your manufacturing company, find out more about my services below:
Read on for the rest of the article.
Quickly skip to the section you’re interested in using the Table of Contents below.
The problem with how most people do manufacturing SEO
From the last four years of working in SEO, I’ve seen many B2B manufacturers putting too much value on the amount of website traffic they receive over the quality.
They choose blog topics based on how popular the topics are rather than how relevant they are to their ideal customers.
They target high-volume keywords, no matter how irrelevant they are, all in a bid to chase that extra traffic.
So what happens is that you get many B2B companies writing basic, filler content that attracts the wrong audience.
They end up ranking for a bunch of keywords that look pretty on paper but make little impact to their sales.
Keywords like what are aluminium extrusions.
No on who wants to buy aluminium extrusions will be Googling what are aluminium extrusions.
Of course, if you simply chase as much website traffic as you can, you’re bound to get more sales down the line.
Throw thousands of darts at the board and you’re bound to hit bullseye at some point.
Sure, that’s one way of doing SEO.
But targeting the wrong audience will waste your time and resources more in the long run.
The better way of doing SEO is to choose keywords based on how high the buying intent is rather than the search volume.
With this approach, you’ll narrow your reach, but you’ll also pour more energy into attracting your ideal customers.
In the next section, I’ll explain how to target keywords with high buying intent.
And then we’ll cover how you can fit these keywords into the rest of your manufacturing SEO and content strategy.
How to do keyword research for manufacturing companies
You’ll need to use a keyword research tool to find the keywords your customers are searching for.
I recommend using the free Ahrefs Keyword Generator.
Type in any keyword into the search bar and you get suggestions for similar keywords people are searching for.
The great part? Ahrefs Keyword Generator is free, so you won’t have to spend a penny for this info.
Answer Socrates is another free tool that works well for keyword research.
It won’t give you any data on search volume or keyword difficulty, mind you.
But it can help you find useful keyword ideas:
1. Product category keywords
The products you manufacture can be broken down into more categories than you probably realise.
One SEO client I used to worked with supplies CNC milling and turning machines.
But they distribute such a wide variety of CNC machines that every variety is a new keyword opportunity.
So on top of directly targeting the keyword cnc machines itself, we also targeted subcategory keywords like:
- 5-axis cnc machines
- vertical machining centre
- horizontal milling machine
2. Custom and bespoke keywords
Many manufacturing companies can deliver both standard and custom manufacturing options.
On one of my first SEO projects, I worked with an aluminium extrusion manufacturer.
They supplied a range of standard profile aluminium extrusions, sure, but they also manufactured custom aluminium extrusions.
Made for clients with specific requirements.
So, of course, we targeted those custom keywords:
3. Industry-specific keywords
When it comes to targeting keywords, don’t get tunnel vision.
Sure, you need to go after keywords that match the products you manufacture—that’s a given.
But if you’ve got a whole lineup of products in a specific industry or niche, it’s time to broaden your horizons a little.
Here’s the thing though:
From experience, I can tell you that industry-related keywords often come with a side of lower buying intent.
When someone’s typing in a broad industry term, they’re less likely to buy.
On the flip side, when they’re searching for something super specific, like the exact name of your product, that’s when they’re ready to whip out the credit card.
Let’s say you were in the business of supplying aluminium extrusions to the aerospace industry.
You’d be better off targeting a keyword like aluminium extrusion manufacturer rather than something broad like aerospace parts manufacturer.
The first one hits the bullseye, zeroing in on folks who know exactly what they’re after.
The second keyword casts a wide net, sure, but you’re also fishing for everything under the sun.
The person searching for aerospace parts could be after fasteners or landing gear, not your aluminium extrusions.
But don’t write off those broad industry keywords just yet.
They’ve still got a place in your strategy—especially if you’ve already milked the specific keywords dry.
Once you’ve covered your bases with the high-intent terms, go ahead and throw in those broader keywords.
They might not convert as well, but they’ll still drive some traffic your way.
Now that we’ve identified the right keywords, we can move on to the next step.
Select 5 – 10 keywords from your research, focusing on the ones with the lowest competition and strongest buying intent.
I created an Excel spreadsheet template to make the process a little easier.
You can grab it here:
Here’s the deal:
If you want content that actually gets the job done, you need a good writer.
Plain and simple.
You need someone who knows how to make content sell, especially in the manufacturing sector.
Expertise isn’t a nice-to-have; it’s the difference between content that flops and content that flies.
Your SEO content writer needs to be sharp and plugged into your team’s collective knowledge.
Here’s why:
No matter how talented your SEO content writer is, they’re not a mind reader.
To write content that resonates, they need your insights — those little nuggets of wisdom only you and your team have.
The knowledge you can’t find on a Wikipedia article.
They need to get under the hood of your operations, understand your unique selling points, and see the challenges you’re helping clients crush.
And let’s get one thing straight — whether you’re teaming up with a freelance SEO, in-house SEO, or SEO agency, don’t let them go rogue.
If you want content that’s as good as it gets, your writer needs to be in the trenches with you, mining your expertise and translating it into words that doesn’t just rank but turns visitors into buyers.
But not everyone has the luxury of hiring a content writer.
So if you want to roll up your sleeves and write the manufacturing content yourself, read on.
How to write SEO content for manufacturing keywords
We can’t talk about writing SEO content without first exploring the idea of search intent.
The type of content you produce for your target keyword will depend on the search intent of that keyword.
What is search intent?
In simple terms: search intent is the main goal someone has when they search for their query.
It’s the type of content the person is looking for when they type in your keyword.
The content you create to rank for your keywords will typically fall into one of two categories:
Landing pages and blog posts.
So what content format should you choose?
General SEO advice
This is the classic advice most SEOs would give:
When folks are ready to buy — say, they’re searching for custom aluminium extrusions
you hit them with a landing page.
And when they’re in research mode — typing in something like what are aluminium extrusions — you throw them a blog post.
Landing pages are built to convert, they’ll tell you, so they’re the obvious choice for keywords with high buying intent.
But here’s where things get interesting:
This one-size-fits-all approach doesn’t always hold up in the real world.
Sure, the logic is sound — landing pages are designed to funnel people toward a purchase, so they should, in theory, outperform blog posts when it comes to conversions.
But in practice, it’s not that cut and dry.
Take it from the folks over at Grow and Convert, a content marketing agency that dug deep into this very question:
Are landing pages really the best choice for every transactional keyword?
Their research led them to the same conclusion I’ve reached — sometimes, blog posts can actually do a better job at ranking for transactional keywords.
Why? Because blog posts often provide more value, more context, and more room to address the nuances of what a potential customer might be searching for.
They can build trust and authority in a way that a landing page, with its more straightforward pitch, might not.
So, while the conventional wisdom leans toward landing pages for transactional keywords and blog posts for informational ones, don’t be afraid to challenge that.
The right choice depends on the keyword, the context, and what your audience really needs at that moment.
Sometimes, a well-written blog post can guide a searcher from curiosity to conversion better than any landing page could.
My take on it
If you want to rank higher, blog posts work like a charm for three reasons:
Rankings:
It’s often more difficult to get a landing page to rank highly in organic search results.
A blog post format gives you more room to include relevant SEO keywords and answer the intent of the searcher, so blog posts are often easier to rank highly.
And ranking your content is the most important thing.
If you don’t rank, it doesn’t matter how high your conversion rate is.
Search intent:
When someone’s searching directly for a product or service, they’re often looking to explore their options or get more information before they make a decision.
That’s where blog posts come in strong.
They do a better job of meeting the Searcher where they are — giving them the details they need to make an informed choice.
Read my search intent guide to learn more about how to write content that Searchers want.
Link building:
But there’s more to the story: link-building.
Here’s something Grow and Convert didn’t touch on.
When you create detailed content, people are way more likely to link to it.
Whether you’re using broken link building, the skyscraper technique, or any other link building strategy, it’s easier to get backlinks to a useful, in-depth article than to a straightforward sales page.
And since backlinks are one of the biggest factors in ranking, this is a point you can’t afford to ignore.
Local SEO for manufacturers
How to set up a Google Business Profile
Setting up a Google Business Profile for your manufacturing business isn’t rocket science, but it’s not something you want to sleepwalk through either.
Claim or create your Google Business Profile
First off, if your business already exists on Google (even if you didn’t put it there), you’ll want to claim it.
Head over to Google Business Profile, sign in with your Google account, and search for your business name.
If it pops up, click on it and hit that “Request access” button.
Follow the prompts, and Google will either let you take the reins immediately or they’ll send you a postcard to verify it’s really you.
If you don’t see your business, click on the big, fat “Add your business to Google” button and fill in the blanks.
Business name, category (don’t just put ‘Manufacturing’ — get specific), and location.
This isn’t the time to get creative; just tell Google where you are so your customers can find you.
Verification - prove you're the real deal
Google doesn’t trust just anyone with a Business Profile.
You’ll need to verify that you’re the legitimate owner of your manufacturing business.
Usually, Google will send you a postcard with a verification code — yeah, snail mail still has its uses.
This postcard will hit your mailbox in about 5 days.
When it does, log back into your Google Business Profile, enter the code, and boom — you’re verified.
If you’re one of the lucky few, you might get the option to verify by phone, email, or instantly if Google already trusts you.
Go ahead and choose whatever’s fastest.
Fill out every detail
Now that you’ve got control, it’s time to fill out every little detail about your business. Start with the basics:
- Business Name: Use the exact name your customers know you by. No “LLC” or “Inc.” needed unless that’s how people talk about you.
- Business Category: This is important. Be specific. If you’re in “Metal Fabrication,” say that, not just “Manufacturing.” You can add secondary categories too.
- Address & service areas: If you’ve got a physical location, enter it. If you serve a broader area, add those service areas — think cities, states/counties, etc.
- Hours of operation: Don’t be vague here. Put down the hours when you’re actually available. If you’re running shifts, put in the hours for customer-facing activities.
- Phone number & website: List your main business line and website. Make sure these match what’s on your site to avoid confusing Google.
- Description: You’ve got 750 characters — don’t waste them. Talk about what you manufacture, who you serve, and why you’re better than the guy down the road. Keep it focused and customer-centric.
Add photos - yes, even for a manufacturing business
Don’t skip this.
Add high-quality photos of your facility, products, and anything else that’ll show your customers what you’re about.
People like seeing where their stuff comes from.
Snap shots of your production line, the shiny end-products, and even your team hard at work.
And hey, if you’ve got a clean, well-organised shop floor, show it off.
This isn’t just about looking pretty — photos build trust.
They show the names and faces behind the brand.
Collect reviews
Ask your happy customers to leave a review.
Don’t overthink it — just shoot them a quick email with a direct link to your profile and ask if they’d mind sharing their experience.
When you get reviews, respond to them.
Thank the good ones, address any issues mentioned in the not-so-good ones.
This shows that you give a damn.
Regular updates
Don’t set it and forget it.
Keep your profile updated.
If you add new services, change your hours, or have any announcements, post them.
Google likes fresh content, and so do your customers.
You can even add posts like you would on social media — talk about industry news, recent projects, or upcoming events.
Monitor insights
Google Business Profile gives you insights—data on how customers find you, where they’re coming from, and what actions they’re taking.
Keep an eye on this.
If you notice people are finding you through specific search terms, double down on that.
If they’re calling you straight from your profile, make sure someone’s always there to answer the phone.
That’s all he wrote, folks.
Thanks for reading.
Feel free to check out my other industry guides:
