Category: industrial SEO

  • SEO for Manufacturers in the Age of AI: How Google’s Search Generative Experience is Reshaping Search Results

    SEO for Manufacturers in the Age of AI: How Google’s Search Generative Experience is Reshaping Search Results

    SEO for manufacturers, or organic SEO for manufacturers, has undergone a seismic shift in the past year. While Google’s AI Overview is still in its experimental phase, early data indicates that it’s already influencing search rankings dramatically—impacting up to 100% of complex queries while prioritizing contextually relevant content. (Source: Search Engine Journal).

    This shift isn’t an anomaly. BrightEdge data confirms that Google increasingly relies on AI Overviews (AIOs) for complex searches, particularly those involving multi-step, conversational queries. This suggests that Google’s growing confidence in AI-generated responses reduces visibility for traditionally optimized content. (Source: Brightedge).

    Why Clicks and Traffic from Organic SEO for Manufacturers are Declining in the Age of Zero-Click Searches

    The dominance of AI Overviews isn’t just shifting search behavior—it’s drastically reducing organic clicks to manufacturer websites. According to SparkToro’s 2024 Zero-Click Search Study, for every 1,000 Google searches in the U.S., only 360 clicks now go to the open web. (Source: SparkToro).

    Google searches generate only 360 clicks for every 1000 seraches

    This trend signals a growing challenge for manufacturers relying on traditional SEO strategies. With Google keeping more users within its ecosystem, fewer searches result in actual website visits. Instead, AI-generated answers, featured snippets, knowledge panels, and product carousels provide information directly on Google’s SERP—eliminating the need for users to click through to manufacturer websites.

    What Is Search Generative Experience (SGE) and AI Overview? How Do They Differ from SearchGPT?

    As organic search traffic declines, manufacturers must understand why Google’s AI-driven features are reshaping search behavior—and what that means in SEO for manufacturers. Search Generative Experience (SGE) and AI Overview are two key technologies driving this shift. While both rely on Google’s AI models, they function differently from SearchGPT, which represents a broader class of AI-powered search tools.

    Google’s Search Generative Experience (SGE)

    SGE is Google’s AI-powered search experience, designed to provide contextual, AI-generated summaries at the top of search results. Instead of displaying a list of blue links, SGE generates a conversational response based on multiple sources, allowing users to refine their queries interactively.

    For manufacturers, this means that traditional ranking factors are evolving, as Google’s AI pulls content from multiple sources rather than directing users to individual web pages.

    AI Overview

    AI Overview is a subset of SGE that appears for certain queries, offering concise, AI-generated answers at the top of the search results. Unlike SGE, which is more interactive and detailed, AI Overview provides quick, summarized insights—often eliminating the need for users to click on any external links.

    Consider this real-world example of my Google search query—“What are the differences between pneumatic and electric actuators in ball valves?”—now triggers an AI Overview that dominates the entire top half of the search results page. As shown in the screenshot, no traditional blog posts or authoritative articles appear above the fold.

    AI Overview instantly delivers a structured answer, reducing the likelihood that users will scroll down to traditional organic results.

    Google's AI Overview

    How SearchGPT Differs—A Niche Keyword Discovery Advantage

    SearchGPT represents a new breed of AI-driven search engines that don’t rely on Google’s ecosystem. Unlike SGE and AI Overview, which aim to enhance Google Search, SearchGPT operates as an independent AI chatbot—similar to ChatGPT but optimized for real-time search queries.

    One of the biggest advantages of SearchGPT for manufacturers is its ability to uncover niche, long-tail keywords that traditional SEO tools often miss.

    Example: Consider a manufacturer of industrial valves for the oil & gas industry. Conventional keyword research tools may suggest broad terms like:

    • industrial valves
    • high-performance butterfly valves
    • ball valves for pipelines

    These terms are often highly competitive and generic, making it harder to rank organically. However, SearchGPT can analyze buyer intent and technical specifications to generate hyper-specific long-tail keywords such as:

    • corrosion-resistant butterfly valves for offshore drilling
    • high-pressure ball valves for LNG applications
    • API 6D-certified valves for hydrocarbon processing

    While these long-tail keywords have lower search volumes, they attract highly qualified leads searching for specific industrial solutions—making them far more valuable for conversions.

    Some industries have seen traffic skyrocket — an increase of ~700% from ChatGPT Search alone. (Source: seoClarity). It’s not just a trend; it’s the new reality.

    Traffic from AI searches

    This ability to discover niche search patterns and generate precise queries is something traditional SEO tools often fail to do, giving manufacturers who leverage AI-powered search engines a competitive edge in their strategy for SEO for manufacturers.

    Improving Manufacturing SEO Requires Rethinking and Refining Your SEO Strategy

    As Google continues to evolve with AI-driven search experiences, manufacturers can no longer rely on traditional SEO tactics alone. The shift toward Search Generative Experience (SGE) and AI Overview means that simply ranking for broad, high-traffic keywords is no longer enough. Instead, manufacturers must focus on refining their SEO strategy to align with AI-driven search behaviors.

    What Needs to Change?

    1. Prioritizing Context Over Keywords – Manufacturers should optimize for topic clusters, search intent, and AI-friendly structured content instead of targeting high-volume terms. AI-generated results pull contextually relevant information rather than relying solely on keyword density.
    2. Expanding Beyond Google’s Traditional SERP – With zero-click searches increasing, SEO must integrate with thought leadership, social media visibility, and AI-based discovery platforms to ensure manufacturers remain visible.
    3. Leveraging AI for SEO Optimization – Generative AI tools can identify gaps in existing SEO strategies, analyze competitive content, and generate insights that traditional analytics tools might overlook.

    For a deep dive into how AI is reshaping industrial SEO, check out:

    Manufacturers looking for a structured approach to SEO, marketing alignment, and business growth should consider a Strategic Roadmap and/or Fractional CMO.

    Writing Industrial Content in a Structured Format That Answers Search Queries

    Google’s AI-driven search features, particularly AI Overview and SGE, prioritize well-structured, authoritative content that directly answers search queries. This means manufacturers must shift from traditional promotional content to a more structured, answer-driven approach in their industrial content marketing.

    Why Structure Matters for Manufacturing SEO

    • AI Overviews favor content with clear headings, bullet points, and concise summaries.
    • Complex technical topics must be broken down into digestible, scannable formats that align with AI’s response structure.
    • Search queries are becoming more conversational, making FAQ-driven and topic-cluster content more valuable.

    Yet, creating high-quality content that ranks and converts remains a major challenge for many manufacturers. According to research from the Content Marketing Institute, one of the top struggles for manufacturing marketers is producing content that is both engaging and leads to measurable business results. (Source).

    Manufacturing marketing content creation challenges

    This is where industrial content strategy must evolve—moving from generic blog posts to highly structured, problem-solving content that aligns with AI-driven search behaviors.

    Manufacturers looking to enhance content performance and ensure their insights are shown in AI-generated search results should focus on:

    Stay Ahead of AI-driven SEO Changes with Tiecas

    Manufacturing SEO is no longer about just ranking on Google—it’s about adapting to AI-driven search experiences that shape buyer decisions. With Google SGE, AI Overview, and evolving search algorithms, manufacturers must rethink their SEO strategy, content structure, and digital presence to remain competitive.

    At Tiecas, we specialize in strategic marketing for manufacturers, helping industrial companies navigate AI-driven SEO changes with data-backed strategies, structured content, and expert guidance.

    Let’s talk about how we can refine your SEO and content strategy to align with AI-driven search trends.

  • Could Generative AI Revolutionize Your Industrial SEO Strategy?

    Could Generative AI Revolutionize Your Industrial SEO Strategy?

    Are you struggling to find the right keywords for effective optimization? Read on to discover how generative AI for industrial SEO can be a powerful solution.

    Have you heard the term zero-click searches? A zero-click search happens when a user performs a search but doesn’t click on a link that takes them outside Google. According to a Semrush research study of more than 600,000 searches, as many as 57% of users on mobile and 53% on desktop don’t click an organic or paid result.

    This highlights a significant challenge for industrial marketers: getting your specialized content in front of the right audience amidst increasing competition for search visibility.

    Generative AI, which involves large language models (LLMs), offers new solutions to this challenge. This technology can potentially change how industrial audiences search for information by understanding niche terminology and complex search intent.

    It can help industrial marketers adapt with tools for hyper-targeted keyword research and streamlined content creation.

    I’m sure you’ve heard of ChatGPT and a host of other gen AI tools out there, with new ones coming out almost every month. AI’s presence is felt not just in industrial SEO and content marketing. Generative AI is rapidly revolutionizing virtually every aspect of business in the industrial sector.

    According to a report by McKinsey & Company, industrial companies that have applied AI in industrial processing plants have reported a 10 to 15 percent increase in production and a 4 to 5 percent increase in EBITA. Can’t argue against those numbers.

    How Generative AI Solves Industrial Keyword Research Challenges

    The problem: Limitations of traditional industrial keyword tools

    Finding the right keywords to target in the industrial sector is notoriously difficult. Here’s why:

    • Small datasets: Many keyword tools rely on broad consumer search behavior, which may not accurately reflect industrial buyers’ specialized language and queries.
    • Lack of long-tail specificity: Industrial searches often involve highly technical, long-tail keywords (e.g., “high-temperature resistant gaskets for chemical processing”). These terms have low individual search volume, making them hard to identify with traditional tools.
    • Missed search intent: Understanding the reasons behind an industrial search is crucial for effective industrial keyword research. Are they comparing products? Looking for installation guides? Traditional search tools might not reveal this nuance.

    Generative AI Solutions

    Generative AI models trained on vast amounts of data can overcome these limitations, introducing new possibilities for industrial keyword research:

    • Understanding niche language: These models can analyze industry-specific content (technical documents, competitor websites) to identify terms and phrases your audience actually uses, enhancing industrial SEO strategies.
    • Generating hyper-specific suggestions: Gneative AI Tools can suggest long-tail keyword variations based on semantic understanding, uncovering untapped opportunities for industrial SEO.
    • Revealing deeper search intent: AI models can categorize search queries based on intent (informational, transactional, etc.), helping marketers tailor content accordingly to match their industrial audience’s search intent.

    Imagine trying to identify keywords for a manufacturer of industrial conveyor belts.

    • Before: A standard keyword tool might provide generic terms like “conveyor belt” or “material handling.”
    • After: A generative AI tool could suggest keywords like “heat-resistant conveyor belt,” “food-grade conveyor systems,” or “conveyor belt replacement parts,” revealing more targeted search terms.
    AI generated seraches

    Industrial Content Creation is Challenging

    Industrial buyers often conduct extensive online research before making purchasing decisions. Effective industrial SEO requires creating the in-depth content they need at each stage of the buyer’s journey. Creating consistent, informative, and technically accurate content is essential for industrial content marketing but presents some unique challenges:

    • Technical expertise: Effective and engaging industrial content often requires input from engineers or subject matter experts, whose time is limited. (See my earlier article, Industrial Blogging Lessons Learned from Working with Technical SMEs).
    • Overcoming writer’s block: Even experienced marketers can struggle to get started with niche topics like “Leveraging ANSI Centrifugal Pumps to Increase Productivity.”
    • Keeping up with demand: Industrial buyers expect a wealth of resources (case studies, whitepapers, etc.), which can strain internal content teams.

    Generative AI could provide innovative solutions to streamline industrial content creation but has some pitfalls that you need to be aware of.

    Avoid AI Content Pitfalls: Why Human Involvement is Essential for Industrial Marketing

    While generative AI offers exciting possibilities to streamline industrial content creation, it’s crucial to remember that these tools cannot fully replace skilled human writers and editors. Technical accuracy is the top priority when targeting engineers and industry professionals.

    Be aware of “AI hallucinations.” Manual fact-checking, verification, and thorough reviews by Subject Matter Experts (SMEs) are imperative when relying on AI-generated content.

    Even with direct human involvement, 62% of manufacturing content marketers struggle with creating content for the buyer’s journey, aligning sales and marketing, and internal communication, which are significant challenges manufacturing marketers face.

    Another essential consideration is the potential legal implications surrounding AI tools. Issues of intellectual property rights, confidentiality, and the use of proprietary information must be considered. A recent example, such as Samsung’s internal data leak on an AI platform, highlights the risks involved.

    Google’s Search Generative Experience (SGE) is a new feature that utilizes AI to provide comprehensive answers and summaries directly within search results. This could transform how industrial buyers research and discover new products and solutions.

    To learn more about this cutting-edge search technology, read this informative article, Supercharging Search with Generative AI.

    Note: SGE is still experimental but has the potential to impact your industrial SEO strategy significantly.

    Here Are 5 Key Takeaways From This Blog Post:

    1. Zero-click searches are a growing challenge in industrial SEO, making it harder to get your content seen by the right audience.
    2. Generative AI offers innovative solutions to overcome traditional keyword research limitations, helping you identify niche terms and understand search intent within the industrial sector.
    3. AI tools can streamline content creation by summarizing complex information, generating drafts, and providing inspiration – but human oversight remains crucial.
    4. Accuracy and subject-matter expertise are non-negotiable in industrial content. Always fact-check AI-generated material and involve SMEs in the review process.
    5. A strategic blend of generative AI and skilled human creators is the key to producing high-quality industrial content that resonates with your target audience.

    At Tiecas, we take a balanced approach. We leverage AI tools’ efficiency while relying on our seasoned industry expert and a Mechanical engineer (Moi) to ensure the quality and integrity of your industrial content. Need help with industrial SEO and marketing strategy? Let’s discuss how we can boost your industrial marketing. Schedule your free consultation today. Let’s Talk.