Industrial Marketing Keywords

Industrial marketing keyword basics

In the last few months, we have seen an unusually large number of website projects at Conach. As the guy responsible for writing the content for most of them, I have explained to many clients how keywords in industrial marketing are used today. So much so that I’m writing this blog to provide a basic overview of keyword strategy.

Getting started with keyword industrial marketing

The first question every client asks is how to find the keywords. You need to start with an idea list of industrial marketing keywords prospects would use when looking for your product or service. Now, there are a couple of pitfalls to avoid. Don’t base your keywords on your company name. After all, you want to attract prospects looking for what you provide that don’t already know you. If someone searches for your company, search engines will find your domain. Another mistake is not putting yourself in a prospect’s shoes. Many clients develop lists based on internal jargon rather than industry terms. Remember, you are trying to get leads from new potential customers. Consequently, you need to use the keywords they would use.

Selecting your industrial marketing keywords

Once you have your keyword idea list, conduct research to determine how many monthly searches are made for each keyword. There are many platforms to conduct research, such as Google Trends, Longtail Pro, Ubersuggest, Answer the Public, and Soovle. It goes without saying, but I’m saying it anyway: the higher the monthly searches, the better. However, there are factors to consider before you choose your industrial marketing keywords. You need to understand the topic of the search. Often, the topic may not relate to your product or service and wouldn’t be effective. Also, try to avoid general terms for keywords. Focus on more targeted terms that will bring more qualified leads to your website. Just driving traffic to your website is not the goal. The goal is to drive traffic likely to buy what you offer.

How to use industrial marketing keywords 

Setting up keywords in a website is not like the old days of placing them in the background coding and meta information. Today, it is all about page content. When we work with a client’s keyword industrial marketing strategy, we plan how to incorporate them into the messaging strategy. The content for your website needs to be constructed differently than sales material to meet Google search requirements. Plan which page will use a specific keyword or keywords before writing the website content to avoid rewriting it. Of course, you can also use keywords for Google ads if you choose to invest in online advertising, where you bid to display your advertisements against competitors.

Follow Google guidelines

As critical as picking the right industrial marketing keywords is structuring the page content to meet Google specs. These guidelines cover the number of words per page, number and placement of keywords, words per paragraph, meta information, and alt tags – just to name a few. While there are many online platforms to build a website, making it function and rank properly takes some expertise. If you don’t follow google ranking criteria, your website won’t have much chance to rank well.

Have patience with ranking results

Now I’m not an expert in all things SEO (search engine optimization) or SEM (search engine marketing). At Conach, we set up our websites according to best organic optimization practices and occasionally Google ad campaigns. One thing I have learned in working with websites since their inception is that Organic SEO takes time. If you have done your research, followed Google guidelines in page content and meta set up, you will see results. How soon is difficult to say, as ranking is a complex algorithm that specialized firms work full-time to reach the top rankings. That’s why at Conach, we believe in not putting all our industrial clients’ eggs in the SEO basket. While we always focus on industrial marketing keywords as part of the plan, we also engage other more proactive lead generation channels to grow sales.


About the Author

Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.

About Conach

When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in financial marketingfinancial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.

For more information, visit or contact us or call 989.401.3202.

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