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More than half of survey participatns spend six or more hours per week on the Internet for work-related purposes


In case there are still any doubters, let’s make two things clear:

  • The Internet is real
  • Your prospects are using it to look for the goods and services you provide

Even today, 20+ years after the start of the Internet, there are still industrial naysayers who maintain that the Internet is solely for teeny-boppers and consumer shoppers while only phone calls, personal visits and trade publication ads can reach their highly selective, non-Internety prospects.

But a new report by IHS Engineering360 shows just how antiquated that philosophy is. The report details the results of a survey of 1,403 industrial professionals, and the findings are unequivocal:

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Posted by on in B2B SEO

Although most of our clients are manufacturers or other businesses operating in the industrial space, we find a huge range of attitudes among them in how they value their websites.

Some treat it as just a yellow pages ad or, worse yet, a nuisance – throw it up there and forget about it until it comes time to talk about budgets and why the marketing isn’t working. “Maybe we can cut some cost on that website.”  You mean, the one you haven’t updated in five years or ever optimized?

One industrial client reported a significant uptick in business, and said they'd received almost 500 legitimate leads to follow up in the six months following their redesigned website's launch!

Meanwhile, others consider their industrial website to be an important element to their overall marketing, a complement to their tradeshow or print advertising programs. Or, better yet, their website is the primary vehicle they use to continue procuring prospects after their tradeshows or print ads have come and gone.  These are the companies that regularly identify things that need to be updated, participate in industrial SEO programs custom suited to their businesses, or ask questions and take the recommended action to improve performance.   And, yes, these are the companies that see consistent or growing site traffic and sales leads, and resulting new business.

Tagged in: B2B SEO Industrial SEO
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The answer is quite simple: Industrial purchases typically present a longer sale cycle and the buyers need more detail.... In other words: Images compel, content sells.


Over that last several years there’s been an apparent shift in website design from a traditional text-driven layout to a more image-heavy format.   I guess many are buying into the old adage that a picture is worth a thousand words. 

People love pictures!  This strategy works great for consumer-based websites, where consumers buy with emotion, the brand is well known, the sale is just a click away or a quick drive to the nearest big box retailer.

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Posted by on in B2B SEO

We get quite a few inquiries from industrial companies asking us to provide a website review and feedback on how well their site is performing in search engines.

We’re happy to provide this service (for free) – it affords us the opportunity to educate B2B business owners and managers about the important SEO factors that lead to better search engine rankings and website results.

For industrial companies that have already optimized their websites, this free website review also affords the opportunity to gauge how well they or their current SEO vendor has positioned the website for strong search engine results.  It’s not uncommon to discover that the company’s website really isn’t performing as well as one thinks. For example, I recall more than one website review where the company president was led to believe that his SEO was working because the site’s Google Analytics showed overall traffic improving over the course of a number of months.

However, upon further review of the company’s Google Analytics, it was clear that this additional traffic was being generated by spam referrers, not actual user traffic. It’s vital to review your site’s Google Analytics on a regular basis (at least quarterly) and to have an understanding of the various reports that detail the origin of your site’s traffic in order to really measure the value of SEO.

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Posted by on in B2B SEO

Search engine optimization just keeps getting more interesting – and more complicated.

A new report by Moz, a Seattle-based SEO tools provider, highlights this current state of affairs all too well: the report documents more than 35 different ways a web page could be displayed on page 1 of Google – not including paid advertising or market-specific features like menus, lyrics or sports scores.

These organic displays range from a simple, old-school listing, like this:

basic listing example - industrial seo specialists

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Once your company has made the decision that it’s time for a website redesign, it’s important to gather all the materials that your designer will need to start the project.  Putting extra effort up front to pull together the media and content will enable your designer to begin the website redesign process without delay. 

Also, giving your designer access to all available media that could be used for the site prior to starting the project helps the creative process and minimizes the possibility of major changes to the new design.  There’s nothing worse than having your designer create a new home page design and then find out there are several really good videos, PowerPoints or images that could have been and possibly should have been incorporated into the design. 

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To mark the 20th anniversary of my career in the Internet marketing industry, I thought I’d share 20 insights about website design and search engine optimization for industrial businesses:

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We still talk to prospects who believe that search engine optimization is as simple as just “updating the meta keywords.”   The truth is, the meta keywords tag has not been in use by Google for quite some time.

So, why the continued confusion about keywords if Google doesn’t recognize the meta keywords tag?

Google doesn’t use the meta keywords tag, but it does use keywords to help identify a web site’s relevance to a user’s search.   The search engine looks for keywords in the page content, the URL, the title tag, and descriptions tag as it ranks your web site against those of competitors.   How often and where you use keywords and the quality of the keywords is critical.  The best quality keywords are those that are most commonly used by Internet users searching for your products or services.

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DMC Firewall is developed by Dean Marshall Consultancy Ltd