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SEO services · by industry

SEO for manufacturers

Engineers, buyers and installers do not search like consumers. They google materials, tolerances, standards and applications, read datasheets and compare three suppliers before they request a quote. Whoever is already answering at that stage has a seat at the table when the specification is written.

Traze turns your product data, certifications and application knowledge into pages that answer exactly those queries, publishes them in your CMS in every language your market speaks and measures per product cluster whether you or a competitor is answering the question. In Google and in the AI engines where engineers increasingly start.

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From €0 per month · cancel monthly · humans in the loop

Cluster Share

Cluster Share

One keyword, one domain, one country. You see the cluster around it, the monthly demand, the traffic the domain takes from it and therefore its market share — plus the gaps where the growth sits.

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Proof · manufacturers

Results from comparable programmes

Cases linked to this route. Where there is no match, we show the closest example.

See the results
Organic trafficNL

Projectvloeren B2B

Flooring (B2B)

Example data

+1,200

visitors / month

+228%
Organic trafficNL · BE

Vloerverwarming

Underfloor heating

Example data

+544

visitors / month

+567%
Organic trafficNL

Vloerenwinkel

Flooring

Example data

+30,000

visitors / month

+300%

AI citations: 0 → 210

Illustrative numbers to show how the system works — not a real customer.

Focus · Manufacturing SEO

What manufacturing SEO focuses on

A manufacturer's website usually has a nice references page and a PDF catalogue, and little else Google can read. These are the seven places where we make the knowledge inside your company findable online.

  • 01

    Product pages generated from product data

    Series, variants, dimensions, materials, standards: from a well-structured PIM or ERP we build an indexable HTML page per product or variant with specifications, downloads and applications, instead of one PDF nobody finds.

  • 02

    Application and industry pages

    ‘Seal for food processing’ or ‘drive for offshore use’: engineers search by application, not by your part number. Per industry and application we build pages that describe the problem and connect your solution to it.

  • 03

    Capabilities and processes

    CNC milling, injection moulding, laser cutting, powder coating, cleanroom assembly: whoever is looking for a producer searches by process. Every capability gets a page with materials, tolerances, batch sizes and certifications.

  • 04

    The technical questions your inside sales team hears daily

    Installation, compatibility, maintenance, standards, material comparisons. Customers ask those same questions to Google and ChatGPT. Answer them publicly and you win the query, relieve your sales engineers and feed AI answers.

  • 05

    Multilingual and per market

    If you export to Germany, France or Scandinavia, people search there in their own language and on their own standards. We build market variants with the right terminology and hreflang, not a machine translation of the home site.

  • 06

    Dealer and installer networks

    If you sell through distributors, you compete online with your own channel. We build pages that attract demand for your brand and route it to the right partner, so the brand owns the knowledge and the dealer gets the order.

  • 07

    Share per product cluster

    Per product group we measure which share of all queries you, your competitors and distributors answer, and build where the gap is largest and the demand most valuable.

How Traze works · six steps

What Traze does for manufacturers

The same loop as on every other route, tuned to your market.

See all capabilities
  1. 01Learn · Traze learns your business first.Before it writes a word, Traze studies your brand, tone of voice, products, competitors and customer journey — so everything it makes sounds like you.
  2. 02Plan · It builds the strategy, on its own.Traze maps search queries, AI questions, intent and competitor gaps, clusters what matters and lays out a content calendar. You approve.
  3. 03Write · It writes the content.Articles, landing pages and FAQs, written from your brand profile and strategy to win both classic search and AI answers — with a citability score per page.
  4. 04Publish · It ships everything for you.Approved pages go straight into your CMS, metadata, schema and internal links included, then get submitted for indexing. No manual uploads.
  5. 05Optimise · It keeps improving.Traze watches rankings, AI visibility and per-page performance, then rewrites, restructures or reinforces what lags. Every change is visible in the log.
  6. 06Measure · You see everything, live.One dashboard with organic traffic, AI citations per engine, share of voice and rankings — plus the revenue attached. Not a monthly report, an always-on view.

Pricing · per published page

Pick your plan

For manufacturers we usually recommend Scale. Every plan can be cancelled monthly and you can scale up or down later.

All pricing and details

  • Free

    €0per month

    or €0 per month on a rolling monthly plan

    Custom volume

    For webmasters who want to see whether AI mentions their site yet.

    • Site audit after Search Console verification
    • 10 AI prompts tracked in 1 engine
    • Public score badge for your site
    • All free tools without limits
    Start with Free

  • Measure

    €69per month

    or €79 per month on a rolling monthly plan

    Custom volume

    For teams that want to measure AI visibility before having content made.

    • 60 AI prompts tracked across 4 engines
    • Weekly sampling with sources and citations
    • Weekly report by e-mail and in your dashboard
    • Everything in Free
    Start with Measure

  • Start

    €590per month

    or €690 per month on a rolling monthly plan

    10 pages per month

    For businesses building their first long-tail and AI coverage.

    • 10 published pages per month
    • Long-tail and question-based articles
    • Informational pages that feed AI answers
    • Brand profile, strategy and content calendar
    • Publishing into your CMS with metadata, schema and internal links
    • AI visibility and rankings in your dashboard
    Start with Start

  • Growth

    €990per month

    or €1,190 per month on a rolling monthly plan

    20 pages per month

    For teams claiming several topics and building topical authority.

    • 20 published pages per month
    • Everything in Start
    • Cluster-optimised category and product hubs
    • Conversion-aligned service pages
    • Continuous optimisation of existing pages
    • Dedicated success manager
    Start with Growth
  • Recommended

    Scale

    €1,690per month

    or €1,990 per month on a rolling monthly plan

    40 pages per month

    For brands scaling content production and AI visibility across markets.

    • 40 published pages per month
    • Everything in Growth
    • Location pages and multilingual variants
    • Competitor and share-of-voice reporting per AI engine
    • Quarterly strategy with a senior specialist
    • Priority on new CMS integrations
    Discuss Scale

  • Enterprise

    Custom

    Custom volume, page types and terms

    Custom volume

    For organisations with multiple domains, markets or a custom stack.

    • Custom volume and page types
    • Multiple domains and brands in one account
    • Headless/custom CMS via API and webhooks
    • SSO, DPA and security review
    • Named team and SLA
    Discuss Enterprise

Prices per month, excluding VAT, on an annual plan. The rolling monthly rate is listed per plan.

Approach

How Traze approaches SEO for manufacturers

Traze starts with your product catalogue and your people. It reads product data, datasheets, certificates and the questions your inside sales and application engineers answer every day, and builds a brand and knowledge profile from them. Then, per product group, it maps which search queries and AI questions exist and which share of them you, your competitors and your distributors currently answer. See how competitive analysis works at Traze.

That analysis produces a content calendar per cluster: first the product groups with the most demand and the largest gap, then applications, processes and technical questions. Traze writes the pages from your data and expertise, an engineer or product manager approves the technical content, and Traze publishes into your CMS, including structured data for products and frequently asked questions. Read how the content strategy is built.

Because the pages are generated from data, they scale with you: a new series or variant in your PIM becomes a new set of pages, in every language you run. And because we measure per cluster, you see exactly where your share grows, where a competitor is gaining ground and which topics nobody answers well yet.

Deep dive

The building blocks of manufacturing SEO

This is what we build on a manufacturer's website. It is more technical and slower than consumer SEO, but the demand is steadier and the orders are larger.

From PDF catalogue to indexable product pages

Many manufacturers keep their whole range in PDFs. Google can read them but rarely ranks them well, and AI engines almost never cite them. Besides, an engineer on a phone would rather read one page than a forty-page catalogue.

We turn product data into HTML pages per product and variant: specification tables, materials, standards, drawings and downloads, with product schema so Google and AI engines understand the attributes. With thousands of variants we do this programmatically from your PIM, with quality rules so no empty or duplicate pages appear. See how programmatic SEO works for large catalogues.

Applications: searching the way an engineer searches

An engineer with a problem does not search for ‘ball bearing supplier’ but for ‘bearing for high temperature and low speed’. Application pages describe that situation, the requirements, the pitfalls and the standards, and connect the right products to it.

Per industry (food, construction, energy, medical) and per application we build those pages with the questions your sales engineers hear in conversations. That also makes them exactly the type of page AI engines cite when someone asks a technical question, because there a direct, substantiated answer outweighs a brand name.

Capability pages for buyers looking for a producer

Suppliers and contract manufacturers are found by process: ‘CNC turning stainless steel small batches’, ‘injection moulding engineering plastics’. Those pages are often missing, or consist of one paragraph under ‘about us’.

We build a page per process with materials, tolerances, batch sizes, machine park, certifications and examples, plus a next step that fits B2B: upload a drawing or request a quote. Combine that with a knowledge base of technical questions and you become the supplier that already helped before the RFQ was sent. More about SEO aimed at enquiries.

Several markets, several languages, one knowledge base

Exporting manufacturers often have a home-market site and an English ‘global’ variant. But a German buyer searches in German, on DIN standards, and expects a German point of contact. A French installer, likewise. See how multilingual SEO works.

We build a variant of the knowledge base per market: the same product data, but with local terminology, standards, examples and contact details, correctly linked with hreflang. New pages are created per market, so no market structurally lags behind the home market. Read more about international SEO.

Measuring per cluster: who answers the question?

In manufacturing, search volumes are small and valuable. One good enquiry can be an annual contract. So we do not just measure traffic; per product cluster we measure which share of all queries is answered by you, your competitors and your dealers.

That cluster share shows where you are gaining ground, where a competitor is pushing a new series and which topics nobody answers well yet. The calendar is adjusted accordingly, and you see per market and per cluster how your position moves, including in the AI answers engineers increasingly consult first. Measure your share of a product cluster for free.

Why Traze

Why manufacturers choose Traze

Technical marketing is scarce and expensive, and the knowledge sits with people who have no time to write. Traze extracts that knowledge, structures it and puts it online, with an engineer as the final check.

  • Built on your data: product pages come from your PIM or ERP, not from loose copy, and stay in sync with your range.
  • Technically correct: an engineer or product manager approves content before anything goes live.
  • Per market and per language: own variants with local standards and terminology, not translated copies.
  • Measurable per cluster: you see per product group which share of demand you answer and what competitors do.
  • Published in your CMS: from Storyblok to WordPress to custom systems via API, with product schema and internal links.

Who it is for

Who this works for

  • Manufacturers of components, systems or materials who want to be found by engineers and buyers.
  • Suppliers and contract manufacturers who want to rank on process and capability.
  • Brands selling through distributors and installers who want to own the knowledge online themselves.
  • Exporters with two or more language markets and no marketing team per country.
  • Product managers and marketers with a large catalogue but no content capacity.

Want to know which share of the queries in your product cluster you answer today? Measure it for free.

Start freeBook a demo

Case · manufacturers

What this delivers in practice

See the case of a manufacturer with an installer network that answered technical questions publicly before installers received them, and the case of a B2B flooring producer that built specification and application pages for architects and contractors. Both show what happens when technical expertise finally becomes findable.

Read the case: Projectvloeren B2B
Organic trafficNL

Projectvloeren B2B

Flooring (B2B)

Example data

+1,200

visitors / month

+228%

Illustrative numbers to show how the system works — not a real customer.

FAQ · Manufacturing SEO

Frequently asked questions about Manufacturing SEO

Direct answers, including what it costs.

Traze works with fixed monthly plans based on the number of published pages: Start (€590 per month, 10 pages), Growth (€990 per month, 20 pages) and Scale (€1,690 per month, 40 pages) on an annual plan; a rolling monthly contract is available at a slightly higher rate. Enterprise is custom. With large catalogues or several language markets, Scale or Enterprise usually fits better, because the number of pages grows quickly and product data is connected through the API.

No time for SEO? Then this is for you.

Want Traze to run Manufacturing SEO?

Start with a free check of your site, or book a demo and see how Traze would set up this route for manufacturers.

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