If a website is to fulfil its full potential, it needs to be found by the target audience. Just like everyone else, people who are interested in technical products and their applications look online for solutions. In absolute terms, however, the search volume in this segment is too small for a simple keyword analysis with conventional tools.
How to tailor SEO to your industry
An absolute must
On-page optimisation is about making sure that search engines like Google read your website. Google takes a number of things into account here, such as security standards like https encryption and correct URL retrievability. In particular, Google places strong emphasis on aspects that make the website easy to use. If you want to see how Google rates your website, it’s therefore worth taking a look at the metrics for page speed, core web vitals and mobile friendliness.
Hard work, but worthwhile
When Google crawls your website, you need to make it easy for it to identify the ideal reader. This is where the information architecture and internal links play a major role. By formulating your H1/H2 headings, tags and meta descriptions systematically and consistently, you can help Google understand who your website is aimed at. This in turn benefits the reader, as well-formulated snippets make it easy to encourage them to visit your website.
Good content for the search engine?
Taking SEO into account can go a long way to making the content of your website more attractive to users. In order to determine the effectiveness of your own content in terms of SEO, we recommend a basic analysis with tools like Sistrix or Xovi, as well as a systematic assessment of the content itself. This analysis should aim to answer at least the following questions:
- What is the search result for the current keyword set?
- How do the current keywords perform against the competition?
- Are there clear target pages for the keywords and how are they structured?
- What topics and formats does the content on the target pages offer?
- Does the content consider the relevant aspects of the customer journey?
For companies whose technical products are used in various industries, we recommend an additional, application-specific assessment.
Content that users enjoy.
The analysis highlights the strengths and weaknesses of your website, as well as showing where you can improve. In our experience of industrial business websites, a particularly effective tool for SEO optimisation is having specific landing pages for the main keywords and integrating landing pages for specific topics. The content here must be based on the argumentation along the customer journey and the associated keyword set.
One of the best ways for technology companies in niche industries to make their website easy to find is to use integrative measures. Take a systematic and targeted approach to drawing attention to your website. By systematic, we mean using every contact point with customers and interested parties. Targeted means that you should always provide suitable links to relevant topics, instead of only linking to your home page.
Real backlinks from network partners are always helpful, while a good social media strategy attracts traffic via social signs.