SEO for the manufacturing industry

Understanding how to target very niche audiences via search among all the noise of consumer keywords and mainstream intent.

Transcript

1. Keeping it niche B2B keywords: how to find them and what to do with them www.further.co.uk
2. www.further.co.uk 2 Hi there Jon Falgate Head of Organic Search
3. www.further.co.uk 3 Hi there Jon Falgate Head of Organic Search
4. 4 www.further.co.uk B2B Keywords
5. 5 www.further.co.uk Search intent
6. 6 www.further.co.uk mens shoes
7. 7 www.further.co.uk mens shoes
8. 8 www.further.co.uk mens shoes
9. 9 www.further.co.uk cheap mens shoes
10. 10 www.further.co.uk cheap mens shoes
11. 11 www.further.co.uk Informational ? Search intent Commercial £
12. 12 www.further.co.uk Search intent Commercial £ Informational ?
13. 13 www.further.co.uk Navigational Informational Search intent Commercial £ ?
14. 14 www.further.co.uk Navigational Informational Search intent Commercial £ ?
15. 15 www.further.co.uk B2B isn’t different It’s just a bit harder
16. 16 www.further.co.uk There are more people than there are businesses There is a lot more noise
17. 17 www.further.co.uk There are more people than there are businesses There is a lot more noise
18. 18 www.further.co.uk B2B isn’t different, it’s just harder
19. 19 www.further.co.uk They make football goals
20. 20 www.further.co.uk
21. 21 www.further.co.uk They make the best football goals
22. 22 www.further.co.uk
23. 23 www.further.co.uk £3000
24. 24 www.further.co.uk Keyword difficulty Not clicked 60% Clicked 40% Clicks CPC 2.2k $1.00 Global volume 8.7k 44 Search volume 3.5k Paid 51% Organic 49% Hard United Kingdom United States India Thailand Germany Egypt 40% 16% 6% 3% 1% 1% 3.5k 1.4k 600 300 150 150 football goal
25. 25 www.further.co.uk football goal
26. 26 www.further.co.uk football goal
27. 27 www.further.co.uk football goal £75
28. 28 www.further.co.uk football goal
29. 29 www.further.co.uk football goal
30. 30 www.further.co.uk football goal
31. 31 www.further.co.uk football goal
32. 32 www.further.co.uk
33. 33 www.further.co.uk data
34. 34 www.further.co.uk Page 2
35. 35 www.further.co.uk Page 2 • B2B
36. 36 www.further.co.uk Page 2 • B2B • Niche
37. 37 www.further.co.uk Page 2 • B2B • Niche • Informational
38. 38 www.further.co.uk Page 2 • B2B • Niche • Informational • Other
39. 39 www.further.co.uk Sanity not vanity
40. 40 www.further.co.uk Sanity not vanity Target lower volume keywords
41. www.further.co.uk 70 monthly searches aluminium football goal
42. www.further.co.uk 70 monthly searches 10 monthly searches aluminium football goal professional football goal
43. www.further.co.uk 70 monthly searches 10 monthly searches 10 monthly searches aluminium football goal professional football goal football goal manufacturer
44. www.further.co.uk Indicative of the market size
45. 45 www.further.co.uk B2C keyword www.further.co.uk football goal 3,500 searches a month aluminium football goal B2B keyword 70 searches a month
46. 46 www.further.co.uk www.further.co.uk football goal aluminium football goal Average position 400% higher CTR 150% higher 150% more clicks
47. 47 www.further.co.uk rapid prototyping
48. 48 www.further.co.uk endpoint protection
49. 49 www.further.co.uk www.further.co.uk The bottom line is not affected
50. 50 www.further.co.uk www.further.co.uk The bottom line is not affected Vanity keywords will either : • Not rank • Not convert
51. www.further.co.uk name@further.co.uk h Thank you