Google recently updated the factors it reviews when determining which websites appear first when buyers search the web for the products or services they want. This means that manufacturers, like all other companies, can see their ratings change relative to their competitors. It’s especially important for marketing leaders to address these changes now that a recent HubSpot report showed that traffic in the manufacturing space recently declined 7.2% due in part to larger market impacts.
To help you understand and address these changes to maintain or improve your search rankings in Google search results, let’s look at some of the finer details about this change.
Enhance Your Website Page Experience for Ranking Factors
The new algorithm change involves focusing on a common factor called “page experience” when determining how websites rank in search results.
The Page Experience is made up of several key components that include the key search factors we’ve detailed before such as mobile compatibility and site security (HTTPS), as well as a closer look at a set of metrics called Core Web Vitals that includes site loading speed, visual stability, and interactivity.
The main components of basic web fundamentals
Google gives preference to websites that provide visitors with a useful experience, and the page experience factor is designed to more effectively reflect the value that the user perceives from the site. To help you better understand the page experience, let’s analyze some of the key components that will have the most impact on how your website ranks or ranks:
1. Loading time
Load time is the noticeable elapsed time between a user entering a URL in their search bar and the time when key content items become available for them to view using their browser.
2. Optical stability
Visual stability refers to how design elements are maintained on a website. For example, when you scroll down a webpage, images and text should not move in an erratic manner.
Interaction is the time a user first interacts with the page, i.e. clicks a link or button, to the time the browser actually starts processing a response to that interaction. This paints a picture of their first impressions of the site based on how quickly it gets up and running for their use.
How can manufacturers prepare to change Google’s “page experience” algorithm?
Businesses should perform site audits to better understand what changes they might need to avoid being ranked lower in search results for their main products and services. Here are some tips on what to look for to get started:
|Site Protection||Review your site and make sure it is secured and served over HTTPS|
|Focus on improving page speed||Review your site for opportunities to compress images, reduce code as much as possible, and remove any Flash elements that can help reduce load time and improve interaction|
|mobile compatible||Check if your site is optimized for mobile search with a responsive website|
|User experience review||Ensure that the content on your page is easily accessible. For example, is the content on your site blocked by a design element? Can content be viewed on desktop and mobile?|
Bonus tip – focus on the quality of the content!
Even when looking closely at technical factors like the ones mentioned above, don’t forget to make sure that you focus on creating quality content that helps procurement professionals and engineers understand how your products and services can help them complete their jobs. When you create high-quality content focused on helping your prospects as they search for new suppliers, you give Google’s algorithm a reason to rank you higher because it is designed to highlight content that will help these users the most.
Quality content can establish you as a supplier to your customers and help you gain a competitive advantage.
Effective strategies around content and SEO for manufacturing companies can increase traffic, generate leads, and create new business opportunities. Ensure that your business embraces the digital space and make search engine optimization a priority to reach new heights.
Get a free digital health check from the team at Thomas
We are committed to assisting manufacturers in all stages of their digital transformation. To help you create a game plan to stay on top of the ever-changing digital best practices, Thomas offers free digital health checks to industrial manufacturers and distributors Who want to better understand how their digital marketing efforts are performing and in what areas they can improve.
Stay ahead of these changes and put your business in a position to succeed. Start thinking about how you can tackle these factors on your website to stay ahead of the latest algorithm change today and be sure of it Contact our industrial marketing experts With any questions.