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Search Engine Optimization Study: 350 Manufacturers

Summary

Natural Search Engine Marketing and Manufacturing Should Blend

Natural search engine marketing and manufacturing just don't mix too well - and they should.

Search engine marketing (SEO) is already 10 years old, and yet manufacturers still don't do much to take advantage of the online marketing opportunity. Our new search engine marketing study shows that industrial sectors struggle with the basics, from page titles to META data.

Their response to natural search engine marketing is somewhat surprising because the industry is known for innovation, best practices, quality assurance and more. They embrace many aspects of technology for product performance and operational efficiency. Natural search engine marketing may just be overlooked among technological and management options.

Our assessment of 350 manufacturing web sites reached the following conclusions:

  • Nearly 75% don't use an effective title on their home pages.
  • Nearly 50% don't use a keyword tag on home pages.
  • More than 80% don't use an effective title on primary interior pages, such as the about or product summary pages.
  • 65% don't use an effective META tag description on top-level interior pages.
  • Fortunately, only 8% use a splash introduction page.

We were pleased to find that the vast majority of web sites have plenty of visible text (85%) - a good move because search engines like content. Getting the right terms in the page titles and META data before amplifying them in the page text may help a great deal in your search engine marketing strategies.

It's still a matter of the right technique. We selected 10 web sites that appeared to be doing some natural search engine marketing and studied their ranking performance. Collectively, 79% of their search terms didn't make the Top 30 of positions on Google, MSN and Yahoo!

If more web site owners start spending some time with the core components of natural search engine marketing, they'll begin to see an increase in their rankings and traffic. Ongoing page adjustments and changes - handled by in-house specialists or by a consultant - will determine the level of their success.

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