In recent years, Google has become part of the daily lives of many people. If you have any questions, need information, hotel reservations, or purchases, for example, we use this search engine. In fact, according to Hubspot, 89% of purchases start online. Precisely for this reason, many people wonder: What to do to improve the SEO of industrial company pages?
As you might expect, the industrial sector is, in most cases, a world full of technicalities and complex terms. Therefore, the companies included in this space are niche and it is a difficult task to reach them through most media. It is at this time that SEO is essential.
If we want them to find us and access our business, the ideal is to appear in the first organic results. Why?
Because 95% of users stay on the first page. URated SEO Experts will give the fundamental keys to improve the SEO of our company.
1. How Relevant Is SEO At An Industrial Level?
The immediate benefit of having an optimized website is that our potential customers will find us when they need us. If we offer a product or a service, it is essential to appear on the first pages.
The business world aimed at the end consumer has thoroughly worked its SEO and it is an arduous task to compete with them. However, in the field of industrial marketing, which is what concerns us, this is different: there are still many opportunities to position yourself without too many complications. Consequently, the first industrial companies that design their SEO strategy will be the ones that will get the most opportunities. It is urgent to position yourself as soon as possible. We are at the best time to join the digital transformation.
On the other hand, it is also important to bear in mind that if our company needs to conquer new markets and open new horizons, it is essential to design a good digital marketing strategy, and in it, we must especially stop giving rise to an international SEO.
Next, we will analyze the peculiarities of the sector and the actions that we must carry out.
2. What Characteristics Does SEO Have At An Industrial Level?
Visitor traffic on industrial sector websites is not the same as that of other types of companies. This is why, as we previously announced, we are facing a niche sector, and one of our first objectives must be to position ourselves in the first results of keywords related to our business. However, it is important that we not only bear in mind those that directly affect our company, but also all those that may have some kind of relationship.
The purchasing cycle in the industrial sector is much longer than in other areas, we are talking about months of duration, and it also involves many people with different degrees of knowledge about the service or product they are looking for. Based on this, we recommend that industrial SEO focus on three pillars: content strategy, link building, and conversion.
From these foundations, we can build an on-page SEO (improvements within the page itself) and off-page SEO (outside of it).
3. The 3 Basic Pillars For Industrial SEO
As we have been announcing, one of the main problems of industrial companies when competing in positioning is that they work in a very specific market niche. As we can guess, this factor is reflected in lower web traffic figures than in other types of businesses. However, as different as the companies may be, they all share the same goal: to rank high in searches related to the company’s keywords.
To achieve this objective of industrial SEO, it is essential to know the pillars that we talked about earlier.
3.1 Content Strategy
A good content strategy is essential to attract and hook customers in an organic way through attractive and important content. In companies in the industrial sector, even more so, since they handle a large amount of technical level information that the user should find quickly and easily. But why is content marketing good?
It helps to gain a presence on the web, to improve SEO positioning, and, ultimately, to enhance the visibility of the brand.
It makes the company a benchmark in the field and brings notoriety.
It allows you to grow in the number of followers and contacts by creating a strong bond with them.
Generate interaction with customers so that they can share, comment or comment.
3.2 Link Building Strategy
Backlinks are a very important part of our positioning strategy. We can define them as links or links that take us from one website to another, something that undoubtedly brings some prestige and makes us a benchmark.
For the Google search engine, a website does not become relevant until others point to it, and for this to happen it is necessary that they be present through links that redirect users.
How can we know which ones are appropriate? Ideally, they should arise spontaneously and naturally. To get to this point, one option is to offer to blog in exchange for the inclusion of links or other public relations actions.
What do the backlinks transmit? For Google and other search engines, backlinks are synonymous with reliability, that is, if there are websites that link to others, that means that they have a certain relevance and that the content to which they redirect us is worth it because other companies and users have decided so.
What strategy is recommended to get backlinks professionally? The most positive way is, although it is obvious, to deserve them and build them. Not all links have the same value and therefore we are interested in some more than others. The ones that report the best results are the do-follow backlinks of pages with some importance in the sector. Why? Because they are the ones that really contribute to the SEO strategy. Of course, they are the most difficult to get.
What should we avoid to contribute to our SEO strategy? The traps. Users don’t like scams, and neither does Google. Therefore, we cannot do anything in exchange for our good positioning. The links that we get deservedly, those that are consistent with our work and perseverance, will be the ones that will really work, especially at the international level.
3.3 Conversion Strategy
Continuing with the digital transformation strategy, we must stop now on how to introduce content in a corporate blog.
In today’s marketing content is the key, as well as the center of industrial web design. To increase the conversion of an industrial website it is important that we keep the following keys in mind:
Analysis of keywords: the first thing we should do is an analysis of those words that are most related to the industrial business. To do this, we can investigate the searches of potential clients, look at which ones are used by other companies and create a list that brings together all of them. Of course, we should not focus exclusively on those that generate the most searches since they are the ones with the most competitive rivals. If we can detect newer ones that make us stand out, we will be doing things right.
In short, it is essential to carry out an exhaustive analysis until you find the ideal keywords. It is recommended to use Google’s Keyword Tool or Hubspot’s Keyword Grader.
Once this study is done, we must incorporate them naturally, never forced, include them in the title of the page, in the Meta page description, and also in the URLs. We will start to see results right away.
Optimization of the design of the conversion elements: we can never ignore the visual factor. It is highly advisable to consider various graphic design options until we find the best one. We can play with the positions and sizes of the CTA’s, with Landing Pages, and even with the color range.
It is proven that users are conditioned by the design of a web page to the point of improving or worsening their experience and, therefore, their chances of becoming customers.
Creation of leads with Landing Pages: when users already know a website, the next thing is to try to protect the content behind a form, that is, the Premium content that can be in the form of a slide cast, webinar, or ebook, among others.
On the other hand, we must focus again on the attractiveness of our website and take care of what is visual and informative: title and subtitle must always highlight the offer, the first paragraph develops the reasons why this content is of interest and, finally, there should be a suggestive CTA that encourages clicking.
We started this post by asking ourselves what to do to improve the SEO of industrial company pages. If after answering this question you are interested in the process of digitization at the business level, you can count on experts in the field.
At URated Digital Marketing Agency, we have extensive experience in helping all types of industrial companies that want to design and carry out an SEO strategy. We are at your disposal and we will provide you with advice and a budget without any commitment.
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