Backlinks 101: For Manufacturers and Distributors

You’ve worked hard to establish an online presence, but now, as you try to increase the quality of traffic to your website, you keep coming across the term “backlink.” Raise your hand if you tried to ignore the term, what it means for your website and focused on other SEO Traffic Building Tactics.

No shame! Some of the best marketers have been there before.

If you’re busy with the basics of digital marketing to find your business, you’re already juggling creating great content in addition to analyzing traffic reports and ensuring leads are generated. Google’s search algorithms can be complex (but if you’re at full capacity, we’ve got our SEO Team to help you.)

But if you want to take your SEO to the next level yourself and get your website in front of more qualified visitors with higher search rankings, you should invest time in getting more backlinks. And because we know your time is valuable, we’ve put together this beginner’s guide to backlinks specifically for manufacturers and marketers.

What are backlinks and how do they work

The three most important Google ranking factors are content, backlinks, and relevance to a search query. What this means to you is that in order for your website pages to rank higher in search engine results, your website content should be written in a way that answers your visitors’ questions and contains links to websites. of high authority.

To see how all of the above factors affect your website’s performance, many industry marketers use a variety of online tools, like Ahrefs, SEMrush, and Google Search Console. Google Search Console is a free tool, so there will be some limitations to your reports. We recommend pairing it with paid versions of Ahrefs or SEMrush — The SEMrush Backlinks Guide is also a handy reference.

Sound complicated? Let’s brush up on some basic SEO terms.

You may be familiar with “internal links”: links on your website page that point to another page on your website. Backlinks, on the other hand, point to a third-party website. They are sometimes called “inbound links” or “external links”.

You may also have heard of off-site SEO, which refers to SEO focused on exploiting other sites and places on the web to improve your position in search rankings. Backlinks are at the heart of off-page SEO.

Google uses these links to determine the authority of your website. A backlink from any website to yours contributes to your authority. Think of it as your online reputation. But not all backlinks are created equal. Google trusts backlinks from high authority websites – and backlinks from high authority websites will increase your website’s ranking.

You might also be interested in: Offsite vs Onsite SEO – What’s the Difference?

How to get other websites to link to your website

The first and most important rule of getting other websites to link to yours is to create high quality content. The better your content, the more likely it is to be shared. Remember to create content that is valuable to your buyers, like how-to guides, reference libraries, and industry research.

Check out the 9 best examples of content for manufacturers engaging engineers, purchasing managers, and MRO professionals throughout their buying journey.

If you are a distributor, ask your suppliers to link to you on their website. Many vendors include a “distributor locator” on their site to show where buyers can purchase products, but pages like this aren’t usually updated often. Be proactive in your relationship with your supplier to ensure that you help each other get more business.

Schroder Distributor Locator

Create a business profile on industry platforms and directories. has been a trusted resource for over 120 years, connecting buyers and suppliers. A company profile on the platform with a link to your website will not only increase your bidding to qualified buyers, but will also increase your SEO.

Take advantage of Thomas’ high traffic even more with an opportunity to advertise on Thomas Insights, the industry’s leading resource for manufacturing and industry news and trends. With our Sponsored content option, our writers will edit any of our existing Thomas Insights articles related to your business to include backlinks and CTAs that will direct readers to your business profile or website.

Find out how you can target your most important buyers and increase engagement with your website.

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Why SEO is Important for Manufacturers

Today it is more important than ever to have a solid website. In-person events have ceased, and more and more engineers, procurement managers, and MRO professionals are looking online for vendors like you to do their jobs. In reality, 84% of manufacturers recently surveyed are using their website to reach these shoppers now – an increase from 72% before the onset of COVID-19. Don’t let your competitors reach those buyers first.

An SEO and backlinking strategy takes your website even higher in search engine results, increasing your views, your clicks, and yes, your sales. Our industry marketing experts will take the guesswork out of all the complexity of algorithms so you can spend more time responding to those RFPs and closing more deals. Find out about our free SEO analysis and digital health check to see exactly how you can improve online to reach more engineers, purchasing managers and MROs.

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