Success in the manufacturing world hinges on credibility and visibility. Having worked with clients in industries like metal fabrication, co-packing, packaging, and energy, I’ve seen firsthand how much hinges on trust and exposure. Sure, your pricing, availability, and branding all matter—but none of that counts if potential customers can’t find your products or don’t trust your company. That’s where product pages come in. They’re the backbone of most manufacturing websites, and when paired with SEO, they can drive the visibility and trust your business needs to thrive.

One common misconception I’ve heard from manufacturers is that SEO doesn’t apply to them because they already have a sales team, long-standing contracts, or a recognizable name. But here’s the truth: even in industries with established players, details matter. The best-performing product pages are rich with content—photos, spec sheets, certifications, and all the information your B2B buyers need to make an informed choice. And trust me, when done correctly, Google loves the details just as much as your customers do.

The reality is, B2B buyers are pickier than the average consumer. They know their choice of supplier doesn’t just affect the products they buy; it impacts their entire operation. That’s why SEO isn’t just a tool for getting clicks—it’s a way to showcase the depth and expertise behind what you offer.

I’ve written about how SEO can boost visibility on neighborhood searches, but it can boost product pages on national or international scales too.

Let’s dive into how manufacturing companies like yours can use SEO to transform product pages into powerful sales tools.

SEO-Friendly URLs

URLs should be basic and simple. Potential customers should know exactly what page they’re on and what product they’re looking at just by looking at the URL. That takes basic categorization and simplified descriptions.

Both the product name and the part number should be right there in the URL. That doesn’t just boost SEO, it avoids confusing potential customers.

Some parts or components are incredibly niche and specific. One incorrect letter or number could mean that a customer orders an incorrect product and, potentially, blames that purchase on your manufacturing company.

Include Part Numbers and Product Names in the URL

Again, you’re trying to make product pages as easy to read and comprehend as possible. So the URL for any part should look something like this example:

www.abcmanufacturing.com/products/stainless-steel-bracket-x1234

That URL includes: hyphens to separate words, a category for the page, a basic description of the product, and the specific parts number.

Keep URLs short, easy to comprehend, and relevant to the product on that page.

Page Titles and Headings

Similar to a URL, a page title should be a basic yet informative description of what product is on that page. Users should know exactly what they’re looking at without any confusion. That includes the part name, any potential part number, and even potential mentions your manufacturing firm or company.

Add Part Numbers or Product Names to Page Titles

Page titles don’t need to be eloquent or catchy, they need to let users know what they’re looking at. Just like this example:

Model X1234 Stainless Steel Bracket | ABC Manufacturing

Title tags don’t always appear at the top of the page they describe, that’s usually what the H1 Heading is for. A common SEO practice is to create descriptive H1 tags that get pulled by search engines so those pages get to the top of the results pages. That’s where part numbers and product names can help too. Not only does it make the page’s intent and product clear to the user, but it creates even more relevant content for search engines to use.

High-Quality Product Images

This should be a must for any company selling physical products. Images are an absolute must-have, and considering how prominent they are on most pages, they need to be high-quality.

Just because the page title matched what a potential customer is looking for doesn’t mean the actual product is a match. For manufacturing, components and parts should be shown with high-resolution imagery taken from multiple angles.

Images demonstrate the amount of work and care that goes into making the products they depict. These images also have file names and alt text. Customers use image search results in the same way they use regular text search results, so use file names that plainly describe the product just like the product page does.

Customers are also picky, especially when it comes to parts, so choose images that allow users to zoom in on small details. They can inspect the products they’re after and you won’t be inundated with user emails asking if this is the right part for that company’s needs.

Detailed Product Specifications

Potential customers don’t always know every niche and potential use a product has. Those products could have very important specifications that make them suitable for certain practices, or make them tolerant to certain temperatures and environments. That kind of information shouldn’t be hard to find.

An automotive company will likely need to know what kind of pressure or temperature your products can withstand, so make that information readily available. Bullet points make this even easier on potential customers, so they can see: 

  • Dimensions
  • Materials
  • CAD Drawings
  • Relevant Industries
  • Manuals and SOPs

Include this in multiple formats, too. Have a downloadable PDF spec sheet that users can grab in an instant and make sure at least some of that info is also on the product page itself.

Product Applications and Uses

Just because that stainless steel bracket is great for one industry doesn’t mean it’s suitable for another. That’s a decision that shouldn’t be left up to a potential customer to figure out, it’s one you can solve in a single sentence or bullet point.

Lay out which industries or uses your product was designed for so potential customers immediately know if it’s right for them.

Make sure all key features are also laid out and readily available so they know just how much better your product is compared to the competition’s.

Product Limitations and Compatibility Notes

Just as a product’s key features need to be listed, so do its limitations. B2B clients vary, and some of your products could be used in dangerous situations where very specific needs are required.

Avoid causing any problems down the road by defining exactly what the product’s limitations are. That includes:

  • Material Limitations
  • Feature Limitations
  • Manufacturing Constraints
  • Weight Constraints
  • Compatibility Issues
  • Safety Standards
  • Legal and Environmental Regulations

Not only does this protect your company from any number of potential legal issues, but it also protects your customers from buying the wrong products.

Manufacturing and Customization Notes

This detail is as important for you as it is for potential customers: if a customer can customize a product, make sure those options are all plainly listed.

Drop-down menus are perfect for situations like this, where customers might need to customize products with specifics like:

  • Materials
  • Finishes
  • Sizes
  • Bulk Orders
  • Cosmetics
  • Engravings

 Then don’t keep customers in the dark about how long those customizations will take. Keep them apprised of all lead times and any necessary certifications. They remain informed and you avoid any order discrepancies or issues down the line.

Clear Calls to Action (CTAs)

CTAs are arguably the most important piece of copywriting that can be added to product pages. Adding a CTA to a product page could potentially increase sales by over 150%, which is a stat that’s very hard to ignore. They don’t have to be overly eloquent or clever, they just need to direct users to a simple action. Like these examples:

  • Request a Quote
  • Schedule a Consultation
  • Download Spec Page
  • Contact Our Sales Department
  • Click to Learn More
  • Add to Cart
  • Buy Now
  • Download Our Order Form

Not every CTA has to directly lead to a sale, but the more engagement a product page gets the more likely that engagement converts. Even a simple inquiry form or questionnaire can give your company the chance to present more buying opportunities to potential customers.

Structured Data Markup (Schema)

Search engines need to understand your product pages just as much as a potential customer does, which is where schema can help. Important details about your products should be isolated and easy to comprehend so they’ll appear in search results. It boosts the page visibility and lets users see info about pricing, quality, availability, and various features as soon as they see info about the page.

Those details will appear in snippets throughout various search results and will also be used to populate a Google Shopping listing with more information.

Any business should want their customers to be able to order as many products as possible. How are they going to do that if they don’t know what you offer? That’s why you tell them!

Link to related products somewhere on your product page. That means if the page is for stainless steel brackets, link to other similar brackets or to the components needed to install them. A customer is more likely to order a complementary product if the product page is right there next to the “Add to Cart” button.

You can also use breadcrumb navigation to help users navigate from their current page to another. It ensures they don’t lose track of the initial product page they were on while they’re exploring others by creating a link trail.