If your manufacturing website isn’t ranking — or worse, if it ranks but doesn’t convert — it’s time to focus on your on-page SEO. This is one of the most controllable parts of your entire manufacturing SEO strategy, and it’s where many manufacturers fall behind.
Whether you’re producing automotive components, packaging materials, or aerospace parts, optimizing your on-page elements will make a significant impact on visibility, user experience, and lead generation.
What Is On-Page SEO?
On-page SEO refers to all the elements you can control on your website to improve your rankings. That includes content, title tags, meta descriptions, headers, internal links, images, and more.
It ensures that search engines can crawl, understand, and rank your content correctly — while also making your website easy and engaging for users.
Suggested further reading: How to Build a Winning SEO Strategy for Manufacturing Businesses
Start with Keyword Placement
Every page should target 1 primary keyword and 2–3 secondary keywords. For manufacturers, these might include:
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“custom injection molding services UK”
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“pharmaceutical packaging manufacturer”
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“aluminum parts manufacturer Birmingham”
Include your keywords in:
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The page’s URL (e.g., /injection-molding-services)
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Title tag (under 60 characters)
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Meta description (under 160 characters)
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H1 header
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First 100 words of body content
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Image alt text
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Naturally throughout the body
Don’t overdo it. Aim for natural language while clearly signaling relevance to both users and search engines.
Use Structured Headings (H1, H2, H3)
Break content into scannable sections using H2s and H3s. This makes your content easier to digest and helps Google understand the hierarchy of your information.
Example structure for a service page:
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H1: CNC Machining Services
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H2: Our Capabilities
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H2: Materials We Work With
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H2: Industries We Serve
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H2: Why Choose Us
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Suggested further reading: Manufacturing SEO Checklist: Everything You Need to Know
Write for Humans First (But Optimize for Google)
Use a clear, confident tone that communicates your expertise. Avoid jargon-heavy language that may confuse potential clients. Speak directly to the pain points and goals of B2B decision-makers:
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Reliability
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Turnaround time
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Cost efficiency
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Quality control
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Compliance
Each page should have one clear goal — whether it’s requesting a quote, downloading a brochure, or getting in touch.
Suggested further reading: Why SEO is Essential for Manufacturing Companies in 2025
Optimize Visual Content
Manufacturing websites often rely heavily on visuals like product images, machinery photos, and diagrams. Make sure they work in your favor:
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Compress images for fast load times
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Add descriptive file names (e.g., cnc-milling-machine.jpg)
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Use alt text with relevant keywords
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Avoid using text inside images (Google can’t read it)
This not only improves SEO but also boosts accessibility and UX.
Leverage Internal Linking
Link strategically from one page to another using relevant anchor text. This:
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Improves crawlability
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Spreads authority across your site
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Increases user engagement
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Supports keyword relevance
Examples:
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Link from your homepage to service pages
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Link from blog posts to product or industry pages
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Link from your capabilities page to contact or quote forms
Suggested further reading: Top 10 Manufacturing SEO Tips to Drive More B2B Leads
Don’t Forget Calls to Action (CTAs)
Each page should clearly guide the user on what to do next. Use strong, clear CTAs:
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Get a Free Quote
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Request Technical Specs
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Book a Discovery Call
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Download Our Product Catalog
Place CTAs in multiple locations: top, middle, and bottom of the page.
Use Structured Data (Schema Markup)
Structured data helps search engines better understand your content and enhance your listings with rich snippets. Consider adding:
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Product schema
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Organization schema
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FAQ schema (great for SEO and conversions)
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Review schema
If you’re not sure how to implement this, a manufacturing SEO company can help you do it correctly and efficiently.
Suggested further reading: Furniture Manufacturing SEO: Drive Sales with Google Rankings
Final Thoughts
Most manufacturers ignore on-page SEO, but that’s exactly why you can use it to gain an edge. With a few smart adjustments — better headings, keyword placement, structured content, optimized images, and internal links — your website can rise in the rankings and start pulling in consistent leads.
On-page SEO is the foundation of everything else. Nail this, and every blog, backlink, or update you add later will work harder for you.
