Duplicate Manufacturer Product Descriptions: Google’s Take
For manufacturing websites with a plethora of products, it may seem daunting to write separate descriptions for each and every product type, size, material, etc.
However, with Google’s private nature regarding penalties for duplicate content, many businesses with huge inventories were not sure if unique descriptions were necessary. After all, Google has mentioned in the past that they penalize users for duplicate content.
So, what’s the answer?
Luckily, John Mueller, Senior Webmaster Trends Analyst at Google, gave some insight into Google’s algorithm that judges duplicate content in a recent SEO Office Hours chat. Let’s get into his comments and what it means for your manufacturing site.
Duplicate Content Does Not Apply to Individual Products
Mueller’s comments detailed that there in fact is no algorithmic penalty doled out for duplicate content under these circumstances. Here are Mueller’s full comments:
“So there are two aspects here when it comes to duplicate content.
“First of all, you don’t get a penalty for duplicate content.
Posted in: General, Manufacturing Marketing, News, Search Engine Optimization by Colton Mosley on October 12, 2021
Is a Business Directory Right for You? Know and Track Your Options
Put your focus on search engine optimization? Pay to list your business in a large well-known directory? Target new leads through pay-per-click or email marketing campaigns?
You need your business to be noticed, but what direction do you turn? And at what price, for what return on your investment?
If only there were easy answers to all of those questions.
The truth is, the answers to each are as unique as your company. While simply paying for a listing might pay off well for one company, another might generate almost no leads from a registry and find nearly all of its success from Google searches and ad campaigns. And for many companies, the answer is a combination of “all of the above.”
This blog will hopefully help you understand your options and how to determine the best route for you.
What is ThomasNet and is it right for you?
If your business-to-business company has been around 20 years or more, ...
Posted in: General, Manufacturing Marketing, Search Engine Optimization by Eric Schmoldt on August 17, 2021
How Keyword Research Can Help Your Manufacturing Company
So you’re in a manufacturing industry and you understand that search engine optimization (SEO) is important, but you’d like to know more. At Foremost Media, we’re here to help. We can dive as deep into SEO as you and your company want to go.
For now, let’s start with one of the foundational principles of SEO: keyword research.
At its roots, “keyword” sounds simple and straightforward, right? It’s an important (“key”) term (“word”) that a customer or user might think of to describe your company, product, service, or industry.
But there’s much more to keywords than their simple definition.
In a sense, Foremost’s marketing team is in the manufacturing business, as well. Keyword research is the foundation for everything else in our SEO efforts. And so one of our top goals is to help our customers by manufacturing successful keywords that will help drive traffic to their websites and produce leads to new clients.
Let’s take a closer look ...
Posted in: Manufacturing Marketing, Search Engine Optimization by Eric Schmoldt on May 19, 2021
Episode 12: Preparing for a Successful Manufacturing Website Redesign
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Thinking about revamping your manufacturing website? Your website is a reflection of your business that is meant to grow with you. In fact, the average lifespan of a website is estimated to be between three to five years. Your goals evolve and so should your website.
Careful and strategic planning is critical to be certain the money and time you invest in your new website will produce the ROI you need. This episode, Jon and Evan will guide you through everything you need to know to have a successful website redesign and questions you should be asking your website partners.
Where do you start when you’re ready to redesign? [1:35]
Why are you redesigning your website? [6:45]
Does your website have a long-term strategy? [10:00]
How long does a website take to build from start to finish? [17:20]
Google Search Console
Complete Workbook for Website Redesign
Step by Step Instructions for Manufacturing Website Redesign
Intro: You're ...
Posted in: Foremost Podcast, Manufacturing Marketing, Web Development by on April 9, 2021
Step By Step Instructions for Manufacturing Website Redesign
To do anything right, you need a plan.
Throughout our 20 years of web design and development experience, we’ve perfected the process and planning that is required for a website redesign to be successful. A version of this approach can work for any type of website, but we have specifically crafted it for manufacturing and industrial companies.
Why a focus on manufacturing?
Because as a manufacturer, your needs are different. You don’t need flashy websites with trendy designs. In fact, based on our continued research of hundreds of websites, some of those designs are going to hurt you.
Unlike consumer-focused websites, people aren’t usually on your website for fun or entertainment.
They need information. They are wondering if they should work with your company. They need specific questions answered. Your website needs to become a resource and act as a salesperson that is always available to answer questions.
You can’t just dive headfirst into building a website and expect it ...
Posted in: Manufacturing Marketing, Web Development by Evan Facinger on March 24, 2021
Episode 10: Women In Manufacturing| Interview with Mavens of Manufacturing
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Today we’re chatting about all things manufacturing. We’ve been helping manufacturing companies with their marketing for over 15 years. Manufacturing is a vital part of our economy, but it’s often overlooked by job seekers and modern lead generation strategies.
Meaghan Ziemba joins us in this episode to share how she is bringing awareness to the industry. Meaghan has been involved in the manufacturing industry for the last 15 years and recently launched a live broadcast combining women empowerment, brand storytelling, and personal journeys in the industry called Mavens of Manufacturing.
Job opportunities are on the rise. Though there is a gap in skills. Diversifying the manufacturing industry is so important to prepare the industry for continued success. Ready to learn more? Join Jon, Evan, and Meaghan as they candidly talk about creative marketing to diversify the manufacturing industry.
Mavens of Manufacturing LinkedIn
Mavens of Manufacturing YouTube
Intro: You're listening to the Foremost Media ...
Posted in: Foremost Podcast, Manufacturing Marketing by on December 9, 2020
The State of Virtual Trade Shows for Manufacturing Companies
We’ve all heard it. In these unprecedented times. Or how about the “new normal” we find ourselves living in? Or let’s really get the eyes rolling with “In these unprecedented times, tradeshows have to adapt to the new normal.”
Still, reading? Good, because I promise we’ll keep this as free of these annoying cliches as we can.
But the reality is, no matter how much we hate those terms, things are different now.
For manufacturing companies, tradeshows have always been a big focal point. Bonuses were made on successful events. To have that pulled out from under a sales and marketing team seemed almost unimaginable.
The same can be said for the organizations putting on the events. The lifeblood of these was coming up with ways to get as many attendees as possible to the events. Sure there has been a digital transformation over the years, but tradeshows weren’t going anywhere any time soon.
Until they had to go away.
Posted in: Manufacturing Marketing by Evan Facinger on November 18, 2020
Why Your Manufacturing Brand Should be on Amazon
Amazon is disrupting the way consumers make purchases. Millions of people are going to Amazon first every day to purchase products. The convenience of searching for anything whenever you want is unbeatable. Amazon and shopping events like Amazon Prime Day provide opportunities to increase brand awareness, increase global exposure, and increase revenue.
The thought of bringing your manufacturing brand to Amazon can be a slippery slope. We get it; there are so many things to consider. Though the convenience that Amazon provides isn’t going anywhere. Let’s discuss the rising phenomenon called the 'Amazon Effect.' The Amazon Effect describes the overall impact the marketplace has on traditional strategies. Amazon’s efficient shopping experience makes it difficult for other platforms to compete. In fact, by 2021 over 40% of Americans will purchase products from Amazon every single month (HubSpot).
If you’re a manufacturing brand that sells online, Amazon is a beneficial play to defend your brand, outsmart competitors, and most ...
Posted in: Manufacturing Marketing, Online Advertising by on October 16, 2020
How Your Manufacturing Company Can Capitalize on E-Commerce
There is no getting around it, our society is turning to websites rather than in-person for their shopping habits. And that is happening for a lot of reasons; the pandemic, convenience, a higher number of tech-savvy individuals, and a combination of all those reasons.
E-Commerce is the fastest-growing channel for many manufacturers. Last year, US manufacturing B2B e-Commerce sales accounted for 7% of total e-Commerce sales according to the 2020 US B2B manufacturing report. That number is only expected to increase as we rely more and more on technology.
Today’s buyers want to be in control of the information and have easy access to it. Things like viewing order history, inventory, and spending history can be viewed in a matter of seconds. Manufacturers that are still relying on phones and fax, may face a high risk of losing customers. We recently surveyed and found out that almost 30% of marketing professionals in manufacturing have increased quick ...
Posted in: Manufacturing Marketing, Web Development by on September 1, 2020
COVID-19 Manufacturing Marketing Insights
Since our survey earlier this year, that shared expected trends in manufacturing marketing in 2020, businesses have had to adapt their marketing strategy. Many tough decisions were made, from cancelling tradeshows and in-person events to scaling back on internal operations. The new reality proves that change is inevitable. Talk to anyone and they will probably start by saying, “Before COVID.” Even though the survey was less than nine months ago, those results feel like a lifetime ago.
To gain insights, we recently surveyed over one thousand marketing professionals in the manufacturing industry on how they have adapted since COVID-19. We asked respondents about their challenges, marketing spend, internal operations, and increased marketing tactics. Let dive in.
64% Have Decreased Their Marketing Budget
Budget is one of the things many of us looked at when the pandemic hit. One interesting comparison is that over 75% of marketers planned to increase or keep their budget the same back when ...
Posted in: Inbound Marketing, Manufacturing Marketing, Marketing Automation by on August 14, 2020
The Complete Marketing Glossary for Manufacturing Companies
Much like the manufacturing industry, the digital marketing world contains a lot of industry jargon that can be confusing to those unfamiliar with it. So to help, we’ve compiled a digital marketing glossary with some of the most valuable industry terms to help with your understanding of how all of this works.
Keep this link handy or better yet bookmark this page to give you easy access whenever you need it. You can thank us later.
Digital Marketing Terms
A/B testing, also known as split testing, allows you to compare two versions of a web page, email, advertisement, or any other marketing asset and measure the change in performance. The goal here is to figure out what works (and what doesn’t) in terms of optimizing your assets. To do this effectively you need to isolate the variable you are testing and run the test until you see a statistical relevance. You can then implement the best ...
Posted in: General, Manufacturing Marketing by Seth Clayton on June 29, 2020
Manufacturing Marketing in 2020: Trends to Consider
Foremost Media recently surveyed over a thousand marketing professionals in the manufacturing industry to gain their marketing insights. Participants were asked to provide information on marketing efforts that had the highest return on investment (ROI) in 2019, efforts they feel are overrated and what they plan to allocate budget for in 2020.
When it comes to effective marketing for manufacturing companies, 73.91% of participants felt that their efforts were yielding positive results. This leaves 26.09% of marketers still searching for answers.
In 2019, roughly 74% of manufacturing marketers felt that their marketing efforts were effective. Tactics like Search Engine Optimization (SEO), tradeshow marketing, online paid advertising and video marketing were cited as approaches with the highest return on investment or ROI. With a 2020 marketing budget that is roughly the same as last year’s and in many cases higher, it appears that many marketers plan to double down on this approach.
In today’s marketing landscape, SEO isn’t the ...
Posted in: Inbound Marketing, Manufacturing Marketing, Marketing Automation, Search Engine Optimization by Seth Clayton on February 28, 2020
Getting The Attention Of The Industrial Buyer
What you need on your website to help them make a buying decision
Industrial buyers are interested in establishing a relationship with a vendor- with your company – and the information you have on your website is the key to helping them make that decision. Their time is valuable and whatever you can do on your website to help them make that decision efficiently is, well, good business practices. Foremost Media can help make sure your website brings the important information to the prospective buyer, efficiently and in a manner that will also make sure your website stays in the top search engine rankings.
Valuable Website Information
Take a look at your website and consider the following recommendations to make it more attractive to a potential buyer. These are listed in no particular order of importance because they all are important!
Associations – Highlight your membership in trade associations. They show you keep up ...
Posted in: Inbound Marketing, Manufacturing Marketing, Search Engine Optimization, Web Development by Foremost Marketing on July 8, 2019
5 Pillars of an effective digital marketing campaign for manufacturers
It’s no secret that building a digital marketing campaign for manufacturers or B2B companies is different than marketing for consumer goods. We often hear from clients that say their product isn’t “sexy” or doesn’t translate well to common marketing practices. Many of the same tactics used in B2C marketing are effective for B2B businesses, they just need to be tweaked. A B2B company is still selling to a person or group of people. In the next few weeks we’ll go into more detail on each of these points, but this five pillar plan for finding those people and helping them make a decision to buy from your company is a good start to an effective digital marketing campaign.
MOBILE FRIENDLY, RESPONSIVE WEBSITE
People are becoming more and more dependent on their smartphones. We’re not just talking about checking Facebook. In a 2017 survey by Boston Consulting Group, 60% of B2B buyers said mobile played a significant role in their purchasing ...
Posted in: Conversion Rate Optimization, Manufacturing Marketing, Marketing Automation, Online Advertising, Search Engine Optimization by Jon Ballard on May 7, 2019
Marketing Tips To Get Engineers Engaging With Your Business
How can industrial marketers reach out to engineers now that communication has shifted to online and content marketing? TREW Marketing and IEEE GlobalSpec partnered to conduct a survey and discovered the best ways to interact with technical professionals. Let’s dive into some key findings.
Technical Content Is King
The survey found that engineers preferred datasheets, case studies, and product/how-to videos over other types of content such as trade publication articles or infographics. When creating marketing pieces, consider using white papers and other informational pieces that will engage and inform this technically-minded audience.
Keep It Fresh
Over 90 percent of engineers surveyed are more likely to do business with companies that regularly produce new and current content. Your website is not something you can just set up and forget. You need new content to keep visitors engaged and coming back. However, before you start adding blogs, calculators, and other cool content, here are some things you’ll want to consider.
Posted in: Inbound Marketing, Manufacturing Marketing by John Tillotson on January 3, 2019