There was a time when door knocking was the in-thing. Then, there came printed directory listings. All of these just to get a local job shop to take a peek at your machine listings. Don’t get me wrong, walking into a job shop gives you an opportunity for you to see what they have. Your eyes would then instantly glisten the moment you see that exhausted knee mill that probably won’t make it ‘till Summer anymore.
But, let’s face it, you are probably understaffed to regularly stay in front of your local job shops. Well, what if I told you that they have been Googling for a replacement knee mill. And, what if I told you that they have been searching but just haven’t found a local machine tool distributor to support them yet?
Try Google Searching a Machine Distributor Near You
Just for fun, try Googling “milling machines for sale in Kentucky”. Do you see Amerigo Machinery on the first page? That’s my buddy Glen’s website. He runs a 3-man band machine tool distributor shop. No doubt, they’re hard workers but it is virtually impossible for them to consistently be in front of their potential customers. So, then they started working smarter by having a website that shows what they have in stock. More importantly, as you’ve seen, they come up on the first page of Google when you search for the machine that they offer.
How do I Utilize Local SEO and Website Optimization?
Ranking high on Google is definitely easier when you have a target geographic area. If “machine tools for sale in (insert your area here)” is a search phrase that you’d like to rank on, you don’t need to compete against distributors that are out of state. Showing your local customers why you’re better than the other 4 might be enough to tip the scales faster than you think.
Checklist for Local SEO for my Machine Shop
- Logo Optimization. Logo optimization must be on top of your checklist because, when the Google spiders crawl your websites. Google usually crawls your logo first as it crawls from left to right, top to bottom. Ensure the logo image filename is descriptive and ALT text is incorporated while uploading the logo.
- Structured Quality Content. Have properly structured quality content that is relevant to your target market. When writing the titles and meta descriptions, incorporate the regions you would like to target your business towards. If the same can be incorporated into the URL, it’s just a bonus.
- Google My Business. Google My Business is another great factor that can make a positive business impact. Fill the fields up and add as many relevant pictures of your business as possible. Also, add your business location details on Bing places for business too.
- Google Maps (Related to item 3). Optimize your contact page with the Google Maps location of your business.
- Easy-to-Find Contact Info. Optimize your home page with name, address and contact details of the business. For all the other pages, you may have the information visible in the footer but for the home page, make it very visible.
- Add Markups. Add schema markup so that the search engines understand the context and so that the content is structured. You could use Google Search Console’s Data Highlighter function to help you with this too.
- Local Directory Listings. List your business in local directories (such as Yellow Pages, Yelp, Foursquare and many more) and create a local Facebook page and other platforms with links pointing back to your website.
- Mobile Optimization. Most importantly, the world is shifting to mobile, and so is Google. Make sure your website is mobile optimized You don’t want to miss out on customers who are searching for your business on their mobile device.