When it comes to manufacturing SEO, it’s easy to focus on keywords, metadata, and backlinks—but one critical aspect often gets overlooked. Is your site structured in a way that aligns with both Google’s expectations and your customers’ needs? If not, you’re likely leaving potential traffic and sales on the table.
In my experience as a manufacturing SEO consultant, I’ve found that one of the first steps to improving a site’s performance is analyzing what ranks for the products or services you offer. When you search for those products, what do you see in the top results? Understanding this landscape can shape your entire SEO strategy and help you structure your website to better compete in your industry.
Take a moment to look at the top three Google results for your key product-related searches. You’ll likely notice a pattern. Are the ranking pages:
This breakdown matters because it reflects search intent, which Google prioritizes above all else. If most results are informational, trying to rank a commercial homepage for the same search term will be a challenge. Conversely, if commercial pages dominate, it may be nearly impossible to rank an e-commerce page built on Shopify.
Your site’s structure and content need to reflect the type of results Google deems most relevant. Failing to align your pages with user intent could mean missing out on valuable search visibility.
Your website’s structure must also cater to the various stages of the customer journey. Manufacturing buyers rarely visit your site ready to purchase. They typically go through three stages:
At this stage, customers are researching broadly. They might not even know the exact solution they need.
By targeting these queries, you position your brand as a helpful, trustworthy source of information, even before the customer is ready to buy.
Here, customers are comparing options and narrowing their choices. They want to know what makes your product or service unique.
Middle-of-funnel content is where you can demonstrate your expertise, prove your value, and start nurturing trust.
At this stage, the customer knows what they need and is ready to act.
Your site should provide an easy path for these ready-to-buy customers to convert, whether through direct purchasing or contacting your sales team.
To meet the needs of both Google and your customers, your website should include the following types of pages:
These pages target top-of-funnel searches. They attract visitors who are just starting their research and help establish your brand’s authority. Examples include:
Your product pages need to provide detailed specifications, clear images, and use cases. Make sure they include customer reviews or testimonials to boost credibility and support decision-making.
If your business relies on a request-a-quote model rather than direct sales, ensure these pages are simple to navigate and include essential information like contact forms or pricing details.
Even if your content is spot-on, technical SEO can make or break your site’s performance. Here are a few common issues I encounter with manufacturing websites:
Technical SEO ensures that Google can crawl and index your pages effectively, while also improving the user experience.
Most manufacturing buyers won’t convert during their first visit to your website. Retargeting ads are a powerful way to stay visible throughout their decision-making process.
For example:
This strategy ensures your brand is familiar when the buyer is ready to take the next step.
As you evaluate your website’s structure, consider these key questions:
If you can confidently answer “yes” to these questions, your site is well-positioned to succeed. If not, it might be time for an overhaul.
In the world of manufacturing SEO, your website’s structure isn’t just a technical detail—it’s a strategic advantage. By understanding what ranks, aligning your content with customer intent, and optimizing your site for every stage of the buyer’s journey, you can build an online presence that not only drives traffic but also generates leads and conversions.
In my experience as a manufacturing SEO consultant, businesses that take the time to build a structured, intent-driven site consistently outperform their competitors. Don’t leave your website’s potential untapped. Instead, approach SEO as a strategic investment in your company’s growth.