Keyword Research for Manufacturers: Step-by-Step

Keyword research for manufacturers works differently from retail: volumes are small, terms are technical, and one search can be worth a year-long contract. So the goal is not chasing the biggest number but mapping how a buyer describes what they need. You end with a spreadsheet of terms, target pages and priorities.

What you need first

• Google Search Console access, if the site already exists.
• A Google Ads account to use Keyword Planner, which is free even without running campaigns.
• Your product catalog or service list.
• Someone from sales who handles quote calls and emails.

The research steps

1. List what you sell in three layers: products, applications and standards. Example: sleeve bearing (product), cement mill (application), ISO 4381 (standard).
2. Ask sales how customers actually phrase requests. Pull the last six months of quote emails and note the exact words. Buyers often use a nickname, not your catalog name.
3. Open Search Console, go to Performance and export queries for the past 12 months. Look for terms with impressions and an average position between 8 and 30: these are near wins.
4. Expand in Keyword Planner. Enter your step-one terms and keep relevant suggestions even at low volume. Drop those that attract students or the curious, like what is or tutorial.
5. Tag each term by intent: buy (supplier, manufacturer, price), compare (versus, which to choose) or learn (how it works). Buying intent goes first.
6. Match each term to a page: existing, to improve or to create. Two near-identical terms go on one page; do not build one per variation.
7. Prioritize. Score each from 1 to 3 on business value, chance of ranking and effort, then sort by the best total.

Building the prioritized spreadsheet

Use these columns: term, intent, approximate volume, target page, status (exists, improve, create), value score and effort score. Keyword Planner reports volume in ranges, so treat it as an order of magnitude, not an exact count.

Sort with a simple rule: buying terms with an existing page and low effort go to the top. Learning terms move to your content calendar.

Traps to avoid

The first is ignoring zero-volume terms. In industrial niches, tools show zero for searches that happen a few times a month, and those are exactly the ones buyers type. The second is researching in one language only when you export: repeat the process in the target language with someone who knows the market.

The third is thinking only about the product. Buyers also search by application (grain drying equipment) and by standard. Pages combining all three term types often face less competition. To turn the list into well-structured pages, see our website development work.

What to measure at the end

Review the sheet every quarter. Compare positions and clicks for prioritized terms against your starting point and mark what moved. Terms with impressions but few clicks need better titles and descriptions; terms that did not move need more content or links.

Also count the quote requests that mention something you researched. It is the most direct proof that your list matches the customer's language.

Frequently asked questions

Do I need a paid tool for keyword research?

Not to start. Search Console and Keyword Planner are free and, combined with real questions from your sales team, already produce a solid list.

Is it worth targeting very low-volume terms?

Yes, if they show buying intent. In industrial B2B, a handful of searches a month can still produce high-value quotes.

How often should I redo the research?

Review the spreadsheet quarterly and run a full pass once a year or whenever you launch a new product line.