B2B Search Engine Optimization in Two Phases: Build the Base, Then Expand
B2B search engine optimization helps manufacturers rank for the parts, processes and capabilities engineers search for. SEO 1A runs it in two phases: planning, market research and tracking first, then ongoing content expansion and refinement, with ranking reports that compare your website with your competitors and show which companies visit your pages.
Plan, research and track
We map your products, processes and markets, then build the plan and the tracking that show what drives leads.
- Business planning and page layouts
- Keyword and market research for your products and processes
- A road map that ties each page to the buyers it should reach
- Analytics, plus Tell You Who to show which companies read which pages
Expand and refine
We keep adding content and adjusting the site based on what the analytics and ranking reports show.
- New pages for products, applications, materials and certifications
- Monthly analytics and ranking reviews with website changes
- Website maintenance included
- Optional email marketing, social media and geo-targeted ads
Why one page is never enough
- 1–2 main subjects each page can rank for, plus a few related ones
- 1 page for every important product line, process, material and certification
- 20× more leads per year reported by Heller Industries with SEO 1A
B2B Search Engine Optimization Compared with Consumer SEO
Manufacturing buyers search differently from consumers, so the pages, the search terms and the measure of success differ too.
| Factor | B2B SEO for manufacturers | Consumer SEO |
|---|---|---|
| Who searches | Engineers, buyers and procurement teams | Individual consumers |
| Typical search terms | Processes, materials, specifications, part types and certifications | Brand names, product names and broad terms |
| Search volume | Low volume, high value per lead | High volume, lower value per visit |
| Buying cycle | Long, with several people approving | Short, often one person deciding |
| Conversion goal | Quote request, RFQ or sales call | Online purchase |
| Content that ranks | Many detailed pages on capabilities, applications and specs | Product pages, reviews and offers |
Our ranking software compares your positions with your competitors’ for the same search terms and highlights the low-hanging fruit: terms where a few improvements can move you onto the first page. We also follow Google’s search ranking updates (opens in a new tab) and adjust your pages when the rules change.
Your website should not sit on the side of your business. The questions customers ask your sales and support teams in meetings and on calls are the same questions other buyers type into search engines, so we turn them into pages. Brochures, trade show material and application notes are reused online to capture leads.
Selling abroad? We also run international SEO in several languages.
B2B Search Engine Optimization: Questions Answered
What is B2B search engine optimization?
B2B search engine optimization is the work of getting a business-to-business company found in search results by the professionals who buy from it. For manufacturers, that means ranking for the processes, materials, specifications and capabilities that engineers and buyers search for, and turning those visits into quote requests.
How is B2B SEO for manufacturers different from consumer SEO?
Manufacturing searches have lower volume but a much higher value per lead, use technical terms, and lead to quote requests rather than online purchases. B2B SEO therefore needs many detailed, accurate pages instead of a few broad ones.
How many pages does a manufacturing website need for SEO?
There is no fixed number. Each page usually ranks for one or two main subjects and a few related ones, so a manufacturer needs a separate, detailed page for each important product line, process, material, application and certification.
How long does B2B search engine optimization take to show results?
Technical fixes are usually picked up by search engines within a few weeks. Ranking gains build over several months as new and improved pages are indexed, which is why Phase 2 continues after the foundation is in place.
How does SEO 1A measure B2B SEO results?
SEO 1A compares your rankings with your competitors’ for the same search terms, reviews your analytics, and uses Tell You Who to show which companies are visiting your pages and what they read.