SEO strategies for industrial companies
While a good part of the websites struggle to attract as much traffic as possible, companies in the industrial sector must focus on getting highly qualified traffic so as not to damage their conversion ratios
Web positioning, widely known as SEO for its acronym (Search Engine Optimization), basically consists of adapting the contents and other features of a website to the requirements of the major search engines (Google, Bing and Yahoo, in this order) so that, the more optimized a website is, the more chances it will appear in the first results of each search engine after a user's query.
Why SEO is important for B2B industrial companies
It is indisputable that a B2C company, regardless of being an e-commerce portal or a digital media, must dedicate part of its digital marketing plan to strive to appear in the top positions of search engines. Beyond the B2C sector, nowadays it is also essential for the industrial sector to establish SEO strategies to reach potential clients, as users constantly search for information on the network to resolve any type of questions, including those with technical and complex terms like those that usually surround industrial production companies.
While it is true that the vast majority of websites invest a great part of their time in improving their search engine rankings in order to attract a large amount of traffic, the reality for companies in the industrial sector is that they must refine their SEO strategy to attract your audience that, unlike other sectors, it is a much more specialized or qualified traffic with which to expand lead acquisition or other marked goals. If your company also operates or intends to sell abroad, the SEO strategy must be especially concrete to support the internationalization of the company.
3 basic SEO strategies for the industrial sector
A distinctive fact of B2B industrial companies with respect to B2C companies is the high level of specialization and therefore market niche, so in most cases we are not talking about large amounts of traffic. In any case, the main SEO objective for industrial companies will be the same as for other companies; reach the top positions in the search results for keywords related to the company's business.
This general goal of industrial SEO for the B2B market must be consideres from three different perspectives or strategies:
- Content strategy. Content marketing consists of creating and distributing attractive and relevant content for users in order to attract traffic to the website as well as retain it. In the case of industrial companies, the content is especially important, since the level of technical information is sometimes so complex that the user must be able to find the valuable information easily. Thanks to an improvement in brand awareness in the sector by offering information in a recurring and relevant way, a website can gain search engine positioning so the chances of generating leads increase considerably.
- Linkbuilding strategy. The generation of backlinks that point to our website, what is known within digital marketing as linkbuilding, aims to make our page gain relevance in the eyes of search engines. In other words, when a website includes a link to another website, the latter will be gaining relevance as long as the first page has some domain authority. Although a few years ago this technique was used without any control, nowadays search engines take very seriously that links have been built naturally.
- Conversion strategy. Although the contents included in the website should be oriented to SEO optimization, these, in addition to being attractive and relevant to the user, should be focused on conversion. To do this, a conversion strategy must take into account the continuous analysis of new keywords to bet on on-page content to feed searches naturally. On the other hand, it is also interesting to optimize the landing pages for lead generation through different calls to action or CTA (Call To Action) through contact forms, downloadable PDFs, etc.
At BCM Marketing we help industrial companies to design and execute an SEO strategy to upload their positioning to the first pages of search engines.
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