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Generative AI for industrial SEO

Could Generative AI Revolutionize Your Industrial SEO Strategy?

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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.

Achinta Mitra

Achinta Mitra calls himself a “marketing engineer” because he combines his engineering education and an MBA with 35+ years of practical manufacturing and industrial marketing experience. You want an expert with an insider’s knowledge and an outsider’s objectivity who can point you in the right direction immediately. That's Achinta. He is the Founder of Tiecas, Inc., a manufacturing marketing agency in Houston, Texas. Read Achinta's story here.
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