Manufacturing companies, especially mould makers, rely heavily on Business-to-Business (B2B) to sell their products or services. Traditionally, B2B is extremely competitive compared to Business-to-Customer (B2C) since there is a smaller sales pool.
If you run a mould making corporation, you have to find ways to stick out from the competition to get a better chance at making a sale. In today’s digital-focused landscape, utilizing Search Engine Optimization (SEO) is one of the best ways to showcase your company as a leading force in the mould making industry.
Before you start your SEO campaign, you need to know the basics behind this digital marketing strategy. The most common aspect of SEO is adding keywords into your content on your website, but other key components include the content itself, how you format the content, the images that you use and how user-friendly your website is. The following guide is a crash course on what you need to establish a proper search engine optimization campaign.
The first step in showing Google that you are worthy of ranking on the first page of search results is to actually have a functioning website. With that being said, you don’t need to have a state-of-the-art website that has all the bells and whistles, but it should include a menu that leads to your home page, services page and contact page, your phone number and email address listed prominently at the top of your site, and a contact form that people can fill out for queries or a quote.
Having a desktop-friendly website is essential, but if you want to stick out from the competition, you need to have a mobile-friendly version as well. Of all the people worldwide who access the internet on a daily basis, 54% of them use their mobile device. That’s over 4.32 billion people! In Canada, there are 33.7 million mobile internet users, which is almost 90% of the population. There is a good chance that the person looking for your business is on a phone, so you need a website that loads quickly and looks good on every mobile device.
Luckily, website creating and hosting companies like WordPress or Wix are very simple to use to create a new website that is user-friendly across all devices. They even have templates that you can use if web design isn’t your forte.
Now that you have a functional website, your next step is to populate it with high-quality content. Because you are in the mould making industry, you should base your content around the services you provide and explain how you are an expert in the field. This could include case studies on your previous projects, an FAQ section, separating the types of services you offer into different landing pages (if applicable), and an about us section that talks about your company and how you got into the mould making business.
When you are creating your content, there are a few things you need to keep in mind to ensure your website is fully search engine optimized.
One of the easiest but most effective ways to jumpstart your SEO campaign is to incorporate keywords into your content. Because you are in a niche industry, there will most likely be a lot of competition over popular keywords for mould makers. Some examples of these keywords could include “Mould Maker,” “Mechanic Mould Maker,” or “Injection Mould Parts.”
Your keywords should reflect the services that you provide because your goal is to rank high when somebody Google’s a question about your service or looking for a specific company that offers your service.
You should also try to localize your keywords so that the person or company that finds you on Google will be assured that you provide services in their area. An example of this could be, “Are you looking for a mould maker in Toronto? Give us a call today!” Or, if you provide national services, you can say something along the lines of “We are your trusted mould makers that service all of Canada!”
When writing your content, you should break it up with H1 and H2 title tags. Not only is this easier for your customers to read, you can also use them to increase your keyword density. They also help Google identify what the page or blog is about, which allows them to recommend the page or blog to the person searching for information on that topic.
If you have a multipage website, it’s important to link the pages where you see fit. As an example, at the bottom of your service page, you should have a call to action that entices the viewer to contact your business. You can do this by linking to your contact page, where they can find your phone number and email address to get in touch with you more easily. This also helps with your SEO campaign because your Click Through Rate (CTR) is an important metric that Google factors in when ranking your website.
As a mould maker, you want to show off your past work to other businesses so that they can see you produce high-quality moulds. Rather than using stock images or blurry photos that you took from your cell phone, you should invest in a good camera or hire a professional product photographer. You can then place these images on your website on either your services page or create a gallery page that shows off all of the projects you have completed.
Using high-quality images can also boost your search engine optimization if you include your keywords in the alt. text box of each image. Alt. text is used to describe what the image is to web crawlers, so using your keyword(s) will help the search engine identify what the image is and rank it accordingly in the “images” tab.
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