Keyword research in the manufacturing industry presents unique challenges and opportunities. Unlike other niches, manufacturers cater to a diverse audience, including other industries and large businesses. 

As a manufacturer, your offerings typically consist of high-value, specialized products and services not commonly sought by the general public. So, tailoring your keyword strategy to target the right audience is crucial.

In this article, we'll explore how the keyword research process for manufacturers differs from other industries. We'll also highlight the essential factors to consider and the strategies that can effectively position your manufacturing business in front of the right prospects.

So, let's get into it and discover how to unlock the full potential of keyword research tailored to the manufacturing industry.

Types of Keywords Useful for Manufacturers (Product Searches Vs. Informational Queries)

Manufacturers typically encounter two primary types of keywords—product searches and informational queries. These keywords have to be optimized differently. Let's explore each of these categories in more detail.

Product Searches

Product searches are keywords that potential customers use when actively looking for a particular product or service. The customers either know what they’re looking for or have an idea about the purchase they need to make, even if they need help getting there.

These keywords indicate a strong purchase intent and will drive targeted traffic to your manufacturing business. For instance, if you specialize in industrial machinery, relevant product search keywords could include "high-performance CNC machines" or "precision metal fabrication equipment."  

 Optimizing your website and content around these specific product keywords can help you capture the attention of potential buyers actively seeking your offerings. However, these are specific products catered towards the needs of a segment of people. So, the search volume of such keywords will be low which is still okay considering these will be the potential customers.

 

Informational Queries

Informational queries, on the other hand, are keywords that users employ when seeking information or answers about something. This could be about the best places for coffee dates or the difference between muffins and doughnuts.

These keywords quite often take a question form. However, may not directly indicate an immediate purchase intent but play a crucial role in building brand authority and establishing trust with your audience.

Examples of informational queries for manufacturers could be:

• how to optimize production efficiency
• how to implement lean manufacturing techniques
• best practices for quality control in manufacturing
• benefits of implementing automation in manufacturing 

Providing valuable and informative content around these topics will position your manufacturing company as a thought leader. This can ultimately drive future conversions.

Ultimately, it's crucial to strike a balance between targeting both product searches and informational queries in your keyword research strategy. While product searches generate immediate leads and sales, informational queries will help you achieve the following:

• Build brand awareness
• Create more credibility
• Build long-term customer relationships. 

By incorporating a mix of relevant keywords from both categories, you can attract potential customers at various stages of their buying journey and cater to their specific needs.

Steps to Do KR for Manufacturers

You know the importance of keyword research for your business, but how do you start the process? Every manufacturer needs to execute a strong keyword research strategy that helps them search for the terms they care about.

Here are some key steps to help you identify relevant and impactful keywords to optimize your online presence.

1. Create Your List of Potential Keywords

Begin by brainstorming and creating a list of potential keywords your target users will likely use when searching for products or services in your industry. Think about the primary keywords that best represent your offerings. 

For example, if you manufacture electronic components, your potential keywords could include "electronic circuit boards," or "electronic component suppliers." These keywords should serve as the foundation for your research.

2. Check Out Your Competitors' Keywords

This a creative step you need to take to add to your list of keywords. Analyzing your competitors' keywords offers valuable insights into the market landscape to help you discover new keyword opportunities. 

So, how do you find the keywords your competitors are targeting in their paid and organic search campaigns?

First, use tools such as Ahrefs or SEMrush. For instance, SEMrush allows you full access to your competitors’ keyword profile. This includes the position changes, top changes, and top competitors.

The goal is to identify which keywords drive traffic to their websites and unearth potential gaps to capitalize on. This way, you can incorporate what’s but also differentiate yourself to target unique keywords.

 

3. Keywords from Google Business Profile and Google Search Console

The keyword data provided can be instrumental if your manufacturing business has a Google Business Profile (GBP). Users' queries when interacting with your GBP will give you valuable insights into the search terms used by your target audience. 

Use Google Search Console data to identify the keywords driving organic traffic to your website. Through a thorough analysis of these keywords, you can refine your optimization strategy and align it with the interests and needs of your target audience.

4. Checkout UGC platforms like reddit, quora, etc.

Explore user-generated content (UGC) platforms such as Reddit, Quora, and other relevant forums. The platforms provide a valuable source of natural queries and pain points shared by users, which you can leverage to attract potential customers.

For instance, browse through the specific subreddits related to the manufacturing industry. They’ll help you uncover discussions, questions, and challenges that people are actively seeking solutions for. 

 

5. Brainstorm Top-Down

Consider a top-down approach to expand your list of potential keywords. Start with broad keywords related to your manufacturing industry, then drill down into more specific terms.

For example, let's assume you’re an automotive parts manufacturer. Start with general keywords like automotive components and then generate more precise terms such as engine valves for luxury vehicles.

Additionally, you can explore related terms like high-performance exhaust systems or advanced braking systems for electric cars.

This top-down approach ensures that you cover a wide range of relevant keywords and enables you to target both general and highly specific search queries.

Follow these steps and consider all the unique aspects of your manufacturing business. You can then create a comprehensive keyword list that aligns with your target audience's search behaviors. This will lay the foundation for a robust and effective keyword research strategy that maximizes your online visibility and attracts the right customers to your manufacturing business.

What’s Next

Keyword research is not a one-time endeavor but an ongoing effort requiring continuous monitoring and adaptation. As such, there are a few key aspects you should focus on as you move forward. Let’s look at each of them:

• Refine and Optimize

The journey has just begun once you have established your initial keyword list. Continuously refine and optimize your keyword strategy based on real-time data, industry trends, and customer feedback. Try and assess the performance of your chosen keywords and adjust to stay ahead of the competition.

• Track and Analyze

Implement robust tracking and analytics tools to monitor the performance of your chosen keywords. Study crucial metrics such as organic traffic, conversion rates, and engagement levels to gauge the effectiveness of your keyword optimization efforts. 

 

The Takeaway

Remember, keyword research is not an isolated activity in SEO, but rather a crucial component of a holistic SEO strategy. Combine it with compelling content, user-friendly website design, and effective promotional efforts to maximize your online visibility and attract targeted audience.

With a strategic and well-executed keyword research strategy, you can position your manufacturing business as an industry leader and achieve long-term success in the digital realm. Go on and apply these insights to drive meaningful results for your business!