The Prosperity Media team @ the APAC Search Awards 2024!

SEO for Manufacturing

The manufacturing sector is huge so getting results online requires a solid SEO approach that showcases your capabilities and innovations. 

Our SEO agency has been in the SEO industry for over a decade so we know what it takes to be seen in competitive industries. Here’s what we’ve learned so you can use SEO for manufacturing to rank your manufacturing website above the competition.

SEO for Manufacturing

Understanding SEO is essential for manufacturing companies wanting to rank their website in search engine results. Optimising your website means that when someone searches for manufacturing services or products, your site ranks at the top. Achieving higher search rankings translates to increased organic traffic that can bring in more high-quality clients. 

Keyword Research

Finding all the search queries industry professionals use when sourcing manufacturing services is what you need to do. The best way to think about it is to make your manufacturing website an industrial knowledge base. This can signal to Google that you’re an authority on the subject and therefore place your content higher in search results.

Identify what sets your manufacturing capabilities apart. These services will become the pillar pages of your website. Use SEO tools like Ahrefs and Answer the Public to search the topics and build up a list of articles to support your pillar pages. 

For example, if “Innovative Manufacturing Techniques” is an important area for your manufacturing business, you might create articles like this:

  • Cutting-Edge Manufacturing Technologies of [Year]
  • How [Your Company] is Redefining Manufacturing
  • The Impact of Innovation on Manufacturing Efficiency

When you’ve established your pillar pages and have a list of article ideas that cover every related topic, it’s time to create internal links. 

Internal Linking

Effective internal linking on your manufacturing website guides visitors through your content and signals to search engines the topical authority of your site.

A simple structure could look like this:

Homepage > Pillar Page > Articles

Homepage > Innovative Manufacturing Techniques > Your Guide to Modern Manufacturing

This framework is your blueprint for building out a series of topic clusters. Continue by developing articles for each pillar page. 

Then the linking structure would go like this:

  • Link each article back to its pillar page
  • Has articles within the same cluster linking to each other
  • Connects each pillar page back to the homepage

Change up your anchor text to avoid over-optimising. If your keyword focus is on “Sustainable Manufacturing Practices,” change up your anchor text for multiple uses. Effective internal linking not only improves your on-page SEO but also boosts the SEO strength across your site.

Content Strategy

Now that all the research is done you’ll want to keep that momentum going strong. Another side to content creation is how you’ll make your content stand out. What manufacturing innovations, case studies, and insights will you share? Plus, think about your publishing frequency and where you’re going to start. 

Pinpoint the topics that have the most opportunity for getting you new clients. This will usually determine where you begin. Create your content to showcase your manufacturing knowledge. Google likes expert insight in content so this is a good opportunity to provide it. 

Continuously update your blog with manufacturing tips, technological breakthroughs and sector news. This will give you a chance to rank on topical stories which can be easier to rank for than established keywords. 

In your content strategy, make sure to include:

  • Structured data
  • Keyword rich headings
  • Meta descriptions
  • FAQs

Great SEO goes beyond keywords. It’s about creating content that informs and encourages visitors to see the industrial potential in your services.

Local SEO

Ranking your manufacturing company in local searches can help you find clients you might not have before. To do this you’ll need to maintain an up-to-date Google Business Profile with keywords relevant to your services. This means you can rank high in the Google Map pack in the search results. 

Reviews also help you to rank as well so encourage clients to leave reviews. Glowing reviews from happy clients act as a trust signal for both search engines and potential clients.  

You can also develop pages for specific locations like “Custom Fabrication in Brisbane,” making sure to vary the content for each service location to avoid content duplication. 

Link Building

Securing top-quality backlinks from industry-relevant sites shows search engines that your manufacturing content is credible and valuable.

Strategies we use for building these links include:

  • Digital PR
  • Guest posts
  • Creating shareable infographics
  • Collaborations

Aim for backlinks from a range of sources within the manufacturing sector to enhance your site’s authority. Quality link building not only helps with off-page SEO but can also improve your company’s recognition.

Technical SEO

Technical SEO remains important even for smaller manufacturing websites. While you might not have a large number of pages it still helps to check out the health of your site every so often.

Conduct an annual review of your site’s SEO with tools like Screaming Frog and Google’s Page Insights. A few important things for an SEO audit include:

  1. Enhancing site speed.
  2. Optimising for mobile.
  3. Securing your website with HTTPS.
  4. Crafting clear, keyword-focused URLs.
  5. Ensuring search engines can navigate your site easily.
  6. Using structured data
  7. Managing duplicate content effectively.
  8. Keeping your website secure.
  9. Implementing hreflang tags for multiple languages

Understanding the Market Dynamics

The dynamics of the manufacturing sector include the balance of supply and demand, the level of industry rivalry and the pace of technological advancement. Monitoring these elements closely is necessary for making informed decisions about your product offerings, pricing models, and how you position yourself in the market. The goal isn’t merely to respond to changes but to foresee them and maintain a competitive advantage.

Adapting to changes in the market will help you to keep your digital marketing strategy up to date. By analysing the market environment, you can better tailor your business strategies to meet the needs of your clients. This knowledge enables you to identify opportunities for growth and address potential challenges before they escalate.

SEO Challenges

Manufacturers face complex SEO challenges in both the B2B and B2C sectors. The goal isn’t just to create a volume of business leads, but to find high-quality prospects and efficiently channel them to sales and marketing teams.

In terms of thought leadership, SEO strategies need to establish your company as a respected authority within your sector. Utilising SEO effectively broadens your brand’s exposure and safeguards your reputation against imitation products.

What are the Benefits of SEO?

SEO extends beyond just increasing your organic traffic, it connects you with clients that are actively searching for your services. You’ll also experience an increase in brand recognition and search engine rankings. Which are important for greater customer interaction and positioning your business as a top player in the manufacturing sector.

SEO is also a strong attractor for B2B researchers. When they come across your site, you’re not only winning a new customer; you’re also indirectly influencing retailers and distributors to carry your products because of growing consumer interest.

The advantages of SEO for manufacturing are substantial. Leads from SEO typically have a greater probability of closing compared to traditional outbound methods. You’ll see an increase in website traffic, leads and sales relative to other marketing strategies. Which can lead to a stronger financial position for your manufacturing company.

How Long Does SEO Take?

Generally, it can take a few months to notice significant improvements from search engine optimisation. Established sites might be able to get some quicker wins, while a new site is going to have to wait longer.  

The factors that are going to determine how long it takes include: 

  • Your website’s history
  • The level of competition in your industry
  • What your goals are

SEO needs to be approached with the understanding that it’s a continuous process, not a one-time action. By consistently producing high-quality content, improving the technical elements of your site, and engaging in effective link-building, you’ll start to see gradual progress.

Work With an Award-Winning SEO Agency

If you want to work with a specialised SEO agency to take your SEO to the next level, then reach out to our team. We’d be happy to discuss your needs and what we can do for you. 

You’ll get to work with one of Australia’s most established SEO agencies. Our award-winning team works alongside yours. That means you get direct access to the SEO and no account managers separating you and the SEO services. We’ve got results for many clients and can do the same for you. 

Frequently Asked Questions

What is SEO for Manufacturers?

SEO for manufacturers involves optimising a manufacturing company’s website to improve its ranking in search engine results pages. This makes it easier for potential clients and customers to find their products and services online.

What keywords should I target for my Manufacturing SEO strategy?

Target keywords that are relevant to your manufacturing products and services, including specific product names, industry terms and services you offer. This helps attract visitors who are looking for exactly what your company provides.

How do I measure the SEO success of my Manufacturing website?

Measure the SEO success of your manufacturing website by tracking key metrics such as organic traffic, keyword rankings, conversion rates, bounce rates and page loading times with tools like Google Analytics and Google Search Console.


Matthew Barby, Senior Director of Acquisition at HubSpot

"Whenever I have companies ask me if there are any great agencies in Australia, I always point them to Prosperity Media. James and team are always pushing out incredibly impactful work, and their depth of knowledge around SEO and content marketing is up there with the best in the world."


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