Manufacturing Your Keyword Strategy

By Curt Anderson, ecommerce Evangelist for Manufacturers / Owner at B2Btail

Before we jump into the 3rd Step of Scaling Your Proprietary Process, “Get Offensive”, let’s discuss your keyword strategy.

Your keyword strategy plays a critical role in Scaling Your Proprietary Process.

Targeting your core strengths allows you to market and brand your business by beating the drum of your specific area of expertise. Focus on what you know best!

Let’s break down each category to explore possibilities.

The Scale Your Proprietary Process with eCommerce Formula:

Experience + tools + equipment + staff + suppliers + raw material + resources = Your Proprietary Process

From there, now we can determine your keyword strategy:

Core Strengths = Your Proprietary Process = Keyword Strategy

As we work on your keyword strategy, start thinking about all of the terms that an ideal customer (soulmate) would type into a Google search.

That’s the direction we need to head.

Go Deep with Your Keyword Strategy

For example, let’s pretend that we sold shoes. However, we only sell one type. Pink Nike running shoes with purple shoelaces.

If we tried targeting or marketing our company for simply the keyword “shoes”, we would go broke trying to appear in search results.

Though, an argument could be made to target the generic keyword “shoes”. In hopes that thousands of clicks to our website would bring the remote possibility that buyers need our pink Nike running shoes with purple shoelaces.

Highly unlikely though.

For example, do a Google search for the word “shoes”. As of this post, if you search Google for “shoes”, nearly 5.5 billion web pages with shoes (yes, BILLION).

Our strategy to target the keyword “shoes” would fail miserably. We would never realize organic rankings and the paid ads are owned by major players such as Shoes.com (owned by Walmart) and Zappos (owned by Amazon).

Yet, if someone were to search Google for “Pink Running Shoes” or “shoes for breast cancer awareness”, “awesome running shoes for teenage girls” or “groovy shoes that your Grandma will love”, that buyer might find our shoes appealing.

From there, we can implement a targeted search marketing strategy accordingly. Our odds for successful conversions improve dramatically by focusing on specific keywords as opposed to broad terms.

Keyword Strategy for Custom Manufacturers

To make a comparison for manufacturing, let’s consider a keyword strategy for your company. If you wanted to rank for “custom manufacturer” we would face an uphill battle.

Google shows over 600 million web pages for “custom manufacturer”. “Job shop” produces over 3 BILLION webpage results on Google.

More importantly, both represent such a broad scope, any leads that you do attract would likely not fit what you actually do. We want to promote your specific proprietary processes.

“Custom manufacturer” just isn’t going to produce positive results. To dig deeper, let’s say you fit a specific industry.

Generic Keywords Will Likely Drive You Crazy Instead of Leads

Take a look below at each industry and the number of Google webpage results:

  • CNC Shop = 132 million webpages
  • CNC Machine Shop = 83 million webpages
  • Sheet Metal Manufacturer = 213 million webpages
  • Metal stamping = 394 million webpages
  • Metal Fabrication = 1 billion webpages
  • Tool and Die = 2.5 billion webpages

If you want to rank organically on Google for any of these phrases above, good luck. You have a huge mountain to climb. Sorry to be pessimistic, “half-empty” or discouraging. We just want to take a much more productive and impactful strategic approach that will generate quality leads, sales and ultimately profits.

Now you might think well, we are a “CNC shop” and that is what we need to target. What do I do now “Mr. Negative”?

First, typically broad keywords are outrageously expensive on Google Ads. Trust me, Google possesses plenty of cash and does not need your donations by implementing a wasteful keyword strategy.

Secondly, unless you hire a world class SEO firm, landing a first-page ranking on Google organic search for generic terms seems highly unlikely. By the way, world class SEO firms are not cheap. Additionally, these terms are so broad that you are most likely to receive plenty of bad leads even if you did show up on Google search results.

We need to narrow the category. Finding your sweet spot of expertise allows you to target that specific keyword to help you dominate search.

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If you would like to learn more, or discuss how you can get started building your Keyword Strategy, Catalyst Connection and B2Btail can help! Please contact Anna Mancuso at amancuso@catalystconnection.org for more information.