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Search Engine Optimization Study: 350 Manufacturers

Introduction

U.S. Manufacturers Don't Understand the Importance of Search Engine Optimization Services

Most U.S. manufacturers apparently don't comprehend natural search engine optimization (SEO) or embrace it as a marketing strategy, according to our new study, "U.S. Manufacturers Resist Natural Search Engine Optimization (SEO) and Online Sales Leads."

Unlike some local businesses with small geographic markets, manufacturers sell in the United States and throughout the world in many cases. With that kind of reach, they should be well-positioned to take full advantage of SEO services to improve sales. And, depending on the product and profit margins, it may not take too many new sales to more than recover the associated costs of SEO services.

But they don't do enough. For example, 75% lack effective keywords in their home page title tag - a central driver to any SEO campaign.

For the study, Fathom SEO, a full SEO services firm, in April 2005 randomly selected 350 manufacturers, identifying them from online industrial guides and directories. We assessed baseline SEO techniques for manufacturers offering such diverse products as:

Aerospace Technologies
Industrial Machinery
Audio/Video Technologies
Industrial Machine Parts
Broadcast/TV Parts and Equipment
Industrial Parts/Tools
Casting
Sensors/Measurement
Chemicals
Metals/Alloys
Cable for Data and Electric Current
Motorcycles
Climate/Environmental Control
Robotics
Communication Technologies
Tools/Abrasives
Computer/IT Parts
Valves
Computer/IT Technologies
Wiring
Electronics/Electric Parts/Components
Welding

We looked at their page titles, META descriptions and META keyword sets as well as whether they use frames or splash pages. Our SEO services company concentrated on the home page, about page, product summary page and an additional interior page, such as a specific product description.

Although SEO services has been around more than 10 years, you wouldn't know that by looking at rudimentary aspects of the web sites. From title tags to META descriptions, scores of manufacturers don't even have the basics in place.

We found exceptions. Some manufacturers made an effort to insert strategic keywords in their pages titles and META sets.

Unfortunately, they are not well written in many cases. For example, we produced ranking reports for 10 manufacturers that had at least nominal SEO techniques in place. Collectively, their rankings were poor among such search engines as Google, MSN, AOL and Yahoo!

Clearly, it doesn't mean all manufacturers lack visibility among the major search engines. Some do well because they've developed SEO expertise in-house or hired a consultant to handle their SEO services for them. Pertinent search phrases in visible text can pay off. Manufacturers also may be working with pay-per-click advertising, which is expected to help the search engine marketing industry grow to $13.5 billion in 2007, according to Piper Jaffray analyst Safa Rashtchy.

Rather than continue to resist SEO services, manufacturers should at least look at their search term choices and get the basics right. Enhanced page optimization - starting with the home page - can give them a much better shot of ranking well on Google and other significant search engines.

More details about SEO services and search engine marketing are available in our white paper, "Search Engine Marketing: Get in the Game." Order a free copy here.

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