Industries · Long sales cycles
SEO and content for manufacturers whose buyers search by specification
Engineers and procurement search by part, specification and application, and most manufacturer sites answer none of those. We build product and application pages that do, with the datasheets, and technical articles that bring the enquiry before the tender.
Nearest case study: UPay, a fintech: a fintech card product Google could not read went from 10 to 3,000 organic visits a month in five months.
The three things content for a manufacturer has to get right
In the order customers meet them.
Answer the specification
Product pages with the numbers, tolerances, standards and downloads, indexed so the search finds them.
Write the applications
One page per use: which product, why, what to watch for, with a case.
Be findable where you sell
Distributor and region pages, and the Google listing for each plant or office.
Pages and content we produce for manufacturers
- Product pages
Specifications, standards, downloads, variants, with product schema.
- Application pages
One per industry or use case, with a case study.
- Technical articles
Selection guides, comparisons, failure modes, by your engineers with our editing.
- Datasheets and downloads
Gated where it makes sense, indexed where it does not.
- Distributor and region pages
Where to buy, with local SEO.
- Case studies
Problem, product, result, with the numbers procurement asks for.
Details that matter in this industry
Manufacturing search has low volume and high value: a term with 90 searches a month can be worth a tender. The keyword map is built from part numbers, standards and application terms, and the calendar is short and specific rather than long and general.
Most pieces are written from a 30-minute interview with an engineer and edited by us, so the site says what the engineer would say on a call, and the engineer spends half an hour rather than a weekend.
What content and SEO for a manufacturer costs
The retainer that usually fits is Foundation, which runs $1,500 to $2,500 a month for clients invoiced in dollars. Where you land inside that depends on how much has to be written each month, whether links are part of it and how much technical work the site needs first; the pricing page sets out all five. Nigerian clients are priced in naira on a separate local list, not a conversion, and we give you that list on the call. A standalone audit and a content strategy are also sold as fixed projects, each credited against a retainer started within 60 days.
| Retainer | Price | Minimum Terms | Includes |
|---|---|---|---|
|
Foundation |
$1,500 to $2,500 a month |
One-month minimum, then month to month |
4 articles a month, 1,500 words each; technical fixes and on-page work |
Questions manufacturers ask
From a 30-minute interview per piece, yes. Your engineer reviews before publication.
For specification and part terms, they rank almost alone, because most competitors publish a PDF and nothing else.
It adds distributor pages and local SEO for each region, and the product pages point to where to buy.
What to have ready for the first call
None of it has to be perfect; rough notes are enough to start, and the research in the first two weeks fills the gaps.
- Search Console and Analytics access, or an invitation to set them up.
- The competitors you lose to and the ones you beat.
- Three customers and one lost deal willing to talk for 30 minutes.
- Sales call notes, or the five questions every prospect asks.
Recommended retainer
Foundation
Four articles a month from the questions clients ask, on-page work on the service pages, and local SEO for the office.
Related industries
B2B services
Decision-stage pages and case studies for long purchases.
Energy and utilities
Explainers and product pages for solar, power and utilities.
Construction and engineering
Project pages, service pages and technical guides that bring tenders.
All retainers
Foundation
$1,500 to $2,500 a month
Four articles a month on a fixed keyword map, technical fixes first. For a site that is not yet ranking for its own name.
Growth
$3,000 to $5,000 a month
Eight articles, link building and landing pages every month. The retainer we recommend for a site that has to rank for new terms, and the closest fit to the UPay and UEEx work.
Scale
$6,000 to $9,000 a month
Sixteen pieces a month, digital PR and a second market. For teams that already rank and want to hold the category.
Case studies
What happened, month by month, with the numbers and their sources
Four clients, four situations: two app-based sites Google could not read, an estate agency in a crowded market, and a review site that needed refreshing rather than rewriting
UPay
A fintech card product Google could not read went from 10 to 3,000 organic visits a month in five months.
- Technical SEO
- Vue rendering
- Keyword research
10 to 3,000
organic visits a month, in five months
99 to 1
rank for “UPay”
UEEx
A crypto exchange that ranked 99th for its own name now ranks second, with 2,500 organic visits and 4,000 backlinks.
- Cloudflare Workers
- Content
- Link building
3 to 2,500
organic visits a month, in four months
99 to 2
rank for “UEEx”
Propsult Realty
A Lagos estate agency gained 150 per cent more organic traffic and 60 per cent more qualified leads.
- Local SEO
- Neighbourhood pages
- Content
150%
more organic traffic, to 2,500 visits a month
60%
more qualified leads
How it goes
First call to first report
Three stages, the same in every industry. Only the pages and the terms change.
01
Weeks 1 to 2
Discovery and strategy
A 30-minute call, then two weeks of research: your audience, the buying stages, competitors, and a keyword map of the terms worth ranking for. You approve the calendar before anything is written.
02
Month 1 onward
Execution
Technical fixes ship first, then the articles, pages and links on the calendar. You see every piece before it goes live, and the dashboard fills in from the first week.
03
Every Month
Measure and improve
A one-page report on the first business day of every month, with a call. What worked gets more of the budget; what did not gets dropped, in writing.
Content your buyers will find, and trust
We will show you the closest case study and propose the retainer that fits, with the goal and the month in writing.