How to Create a Strong Online Presence for Your Manufacturing Brand
How do I start building an online presence for my manufacturing brand?
- Step 1: Make Your Website “AI-Friendly” and User-Friendly.
- Step 2: Optimize Your Site for Intent, Not Just Keywords.
- Step 3: Humanize Your Brand (and Build E-E-A-T).
- Step 4: Publish Helpful, “Answer-Based” Resources.
- Step 5: Monitor Reviews and Be Responsive.
- Step 6: Make Sure Your Information is Consistent.
Being visible online (and with AI) is a big deal for brands.
It’s all about grabbing the attention of potential customers online and showing off what makes you unique in the manufacturing industry.
And yeah, we get it. Building an authentic, engaging digital presence can seem like a huge mountain to climb.
We won’t lie — it’s not necessarily an easy process. However, the best way to start any project is to break it into smaller pieces. So we’ve broken it into steps to help you get started.
Step 1: Make Your Website “AI-Friendly” and User-Friendly
Have you ever opened a business website and had no clue how to find what you needed? That’s what you’re trying to avoid. We call it “User Experience” (UX), and it’s now a major factor in how AI decides to source your content.
- Use scannable formatting: Keep paragraphs short and use bold on important information. This doesn’t just help humans; it helps AI engines quickly “scrape” your site for key facts.
- Add imagery and video: Some users (and AI models!) prefer visual aids. Adding high-quality media increases your site’s credibility in the eyes of Google.
- Prioritize mobile and speed: According to Statista, over 90% of users are checking the internet on a mobile phone. If your site is slow, AI engines likely won’t recommend you as a top answer.
And don’t be afraid to try new things with your website! It’s all about keeping things fresh and making those tweaks to improve user (and AI, now).
Step 2: Optimize Your Site for Intent, Not Just Keywords.
Think about what you type into a search engine. Your users are doing the same thing, but today, they are asking more complex, full-sentence questions. This is where AEO comes in.
In manufacturing, you can use jargon for B2B, but you should also research the specific questions your customers are asking. Instead of just “industrial valves,” add content on your site for “How to maintain industrial valves in high-pressure environments.”
If you’re not sure which terms to include, check your Google Business Profile and Google Search Console. Look for “long-tail” queries — these are the types of questions that trigger AI Overviews.
All of this can help you make sure that you’re putting your website and business in direct line of sight for consumers.
(And if you haven’t set up your Google Business Profile, you probably should — it’s simple!)
Step 3: Humanize Your Brand (and Build E-E-A-T).
A lot of what goes into someone choosing your business over another is in the trust you build right away.
For AI, this trust is built through E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).
- Use real photos: Showing your day-to-day operations gives customers (and AI) proof that you are a legitimate, expert entity.
- Add staff profiles: Highlighting the people behind the scenes boosts trust. AI models look for “recognized experts” when deciding which brands to cite in technical summaries.
- Be active on social media: This lets engage directly with customers and tells search engines you are a reliable presence in the manufacturing world.
Adding that personal touch builds your brand up as a reliable presence in the manufacturing world.
Step 4: Publish Helpful, “Answer-Based” Resources
Putting together resources shows your brand is the place to go for answers. In the manufacturing world, things get complex. Use blogs and FAQs to simplify those processes.
This key for AEO: AI engines love “how-to” guides and FAQ sections because they are easy to digest. If you provide the best answer to a common industry problem, the AI Overview will likely show your site.
Struggling for topics? Try these:
- The “Why”: Why use one material over another? What makes your service special?
- Problem/Solution: Tell consumers how your product solves their specific problems (e.g., “How to reduce waste in hay production”).
- The Process: Explain the steps involved in your production. What may be obvious to you is often exactly what a lead is searching for.
Step 5: Monitor Reviews and Be Responsive.
Research shows that 97% of consumers read reviews and testimonials online before they spend their money, whether those reviews come from Google, social media or your website.
Reviews also add massive credibility to your website in the eyes of AI. Positive sentiment across the web tells search engines that your brand is a safe “answer” to recommend.
How do you get them? Just ask! Follow-up emails or social posts are easy. And remember: always respond to the reviews that come in — good and bad.
Step 6: Make Sure Your Information is Consistent.
Most people have had the moment where you search for a business’s hours on Google, it says it’s open, and then you arrive at the storefront to find that it’s not. (If you haven’t had that experience, I’m happy for you. It’s frustrating!)
The information that’s listed about your business online can impact the user experience in real life.
Make sure that your business hours are up to date, your business information is accurate and relevant, and that you’re responding to new reviews that come in.
If you want to streamline this process, Birdeye can help. It gives you one place to manage your business information online and alerts you to any new updates to your website, social media or other profiles that need your attention.
Keep Improving Your Website’s Visibility Online
Improving your online presence is a big deal — and that’s why many businesses rely on an ally like 9 Clouds for search engine optimization and answer engine optimization. SEO/AEO are now both key to increasing website traffic and can help generate more leads for your brand.
Want help figuring out where to start? Get started with a free digital marketing proposal.
We’ll suggest optimizations to improve your website — no commitment required! — and help you continue establishing your brand online.
MORE ABOUT MANUFACTURING MARKETING WITH 9 CLOUDS »
Tabitha Merkle
As the Creative Director at 9 Clouds, Tabitha loves the psychology behind digital marketing and uses it to find new ways to engage customers, driving exceptional results for clients. Learn more about Tabitha.
