How a buyer with a specification searches
Think of a purchase engineer at a plant. She has a drawing. She does not search for your company name. She searches for the thing, then checks who sells it. The table shows the kinds of search we plan for. It is our own reading from enquiry sheets and sales calls. Check it against your own data before you build.
| Kind of search | Say a conveyor belt maker's buyer types | The page that should answer |
|---|---|---|
| Product name | heat resistant conveyor belt | Category page or product page |
| Specification or size | conveyor belt 1000 mm width 4 ply | Product page with a specification table |
| Standard | conveyor belt to a named standard | Product page or certificates page |
| Material | rubber conveyor belt | Category page |
| Use | conveyor belt for a cement plant | Application or industry page |
| Maker and place | conveyor belt manufacturer in Pune | Home, category and about the plant, plus your business listing |
| Supplier or price | conveyor belt supplier, conveyor belt price | Product page with an honest enquiry route |
| Model code | the code printed on a belt that needs replacing | Product page that shows the model code in text |
The numbers behind these searches are small for most products. That is normal in B2B (business to business) selling. One enquiry from a buyer who can sign an order is worth more than a hundred clicks from students. Look at your own data to see which kinds of search matter. In Google Search Console, the Performance report can group your results by query. Also read your last 50 enquiries and note the words the buyers used. Our short guide on keyword research explains the idea.
How the pages link together
The home page links to each category. Each category links to its models. Each model page links back to its category and to two or three related models. An application page links to the models used for that job. This gives a buyer a path in both directions, and it gives Google a clear path to every page.
Keep the datasheet page and the certificates page one click from every product page. A purchase team often asks for those two things first. Our page for industrial manufacturing lists the documents buyers keep asking for.
Say a maker of conveyor belts in Pune sells to cement plants and mines. Today its site has one Products page with a scanned catalogue. A buyer cannot search the catalogue, copy a size from it or open it easily on a phone. A better set has a category for each belt type, a page for each model, two application pages and a page for certificates. This example is made up.
One product page, line by line
This is the page where most enquiries are won or lost. Use the same parts on every product page, so buyers learn where to look. The checklist is our own method.
| Part | What to put | Why a buyer needs it |
|---|---|---|
| Name and model | The product name a buyer types, then the model code. Use one name everywhere. | It matches the search and the drawing. |
| One line of use | What it is for, in one plain sentence. | A new reader knows in five seconds if it fits. |
| Specification table | Size, material, rating, tolerance and other facts, as an HTML table with units. | Engineers compare these first. Text can be searched and copied. |
| Standards and certificates | Name each standard or certificate, and link the certificates page. | A purchase team checks these before it calls. |
| Datasheet or drawing | A PDF download, with a short text summary of what it shows. | Engineers want the file. Search reads the summary. |
| Photos | Real photos of the product, with a plain alt text and a short file name. | Buyers want to see the real thing. |
| Related products | Links to two or three nearby models and to the category. | It helps the buyer who has the wrong size. |
| Enquiry route | A button for an RFQ, a phone number and a WhatsApp link, near the top and at the end. | No buyer should have to hunt for a way to ask. |
| Questions buyers ask | Four to six real questions, answered in text. | It saves calls and reads well on a phone. |
According to Google Search Central's image guide (updated March 2026), alt text should be descriptive and fit the page. The guide warns against keyword stuffing. It also prefers short, descriptive file names to names like IMG00023.JPG, and it asks you to place images near relevant text. So "Heat resistant conveyor belt, 1000 mm, on a cement plant line" is better than a list of search words.
Here is the specification part of a made-up page. The figures are invented for illustration. Use your own datasheet.
| Say a heat resistant conveyor belt, model HR-1000 | Value (made-up) |
|---|---|
| Width | 800 mm, 1000 mm and 1200 mm |
| Number of plies | 3 or 4 |
| Cover | Rubber, grade as per datasheet |
| Use | Hot material on a plant line |
| Standards and certificates | Named on the certificates page |
| Datasheet | PDF download, with the main facts repeated above in text |
URLs, titles and headings: our pattern
A clear pattern helps buyers and helps you keep the site tidy as it grows. According to Google Search Central's URL structure page (updated October 2026), readable words are better than long ID numbers. Use hyphens to separate words. The path is case sensitive, so keep the case the same.
| Page | URL pattern (our own) | Title pattern (our own) |
|---|---|---|
| Category | /products/conveyor-belts/ | Conveyor Belts | Firm name |
| Product | /products/conveyor-belts/heat-resistant-hr-1000/ | Heat Resistant Conveyor Belt HR-1000, 1000 mm | Firm name |
| Application | /applications/cement-plants/ | Conveyor Belts for Cement Plants | Firm name |
| Certificates | /certificates/ | Certificates and Standards | Firm name |
According to Google Search Central's title link page (updated December 2025), each page needs its own title that describes it. Keep it short enough not to be cut off. Avoid keyword stuffing and long shared text. The page also says Google may choose a different title link if the title element looks wrong. Write one H1 (the main heading you see on the page) that matches the product name, and one clear H2 for each part of the page.
Product structured data: what Google says, and what that means for a maker
Structured data is extra code on a page that tells a search engine plainly what the page is about. A common type is schema markup. For products, Google has a Product structured data page. According to that page (updated December 2025), Product markup can help product details appear in richer ways in Google Search. It describes product snippets, for pages where people cannot buy directly, and merchant listings, for pages where they can. It says enhancements are shown at the discretion of each experience and may change.
The product snippet page (updated September 2026) says a snippet needs a name and one of review, aggregate rating or offers. It also says Google does not guarantee that features that use structured data will show up in search results.
Here is what this means for a maker. Many industrial pages show no price and have no reviews. Then there may be nothing honest to put in the offers or review fields. The pages we read did not say how a price on request is handled, so we do not state a rule. Our advice is simple. Mark up only what a buyer can see on the page. Never invent a rating. Ask your developer to test the page in Google's Rich Results Test, which the page names. And do not promise your owner a rich result.
Sitemap, indexing and duplicate pages
A sitemap is a file that lists the pages on your site. According to Google Search Central's sitemap page (updated December 2025), a well linked site of about 500 pages or fewer may not need one. A sitemap does not guarantee that every page is crawled and indexed. A new site with few links from outside can benefit. So keep one, and make sure each product page also has a link from its category.
Duplicate pages are a common problem on catalogue sites. The same belt may sit at three addresses: one from a size filter, one from the category and one from an old site. According to Google Search Central's page on duplicate URLs (updated July 2026), you can consolidate them with a permanent redirect or a rel=canonical link. Google calls both strong signals. The page says none of the methods is required, and that without your signal Google picks the version it judges best. So choose one address for each product, point the others to it, and link inside your site only to the chosen one. Our page on technical SEO covers these fixes.
PDFs and catalogues: what to do with them
Makers love a catalogue. It is useful, and you should keep it. According to Google Search Central's list of indexable file types (updated February 2026), PDF is one of the encoded document types Google can index. We did not open a page that covers scanned or image-only PDFs, so we state nothing about them.
Our rule is simple. The page is the main thing, and the PDF is the download. Put the key facts of each product on its HTML page. Link the PDF from that page. Give each PDF a clear file name. Do not make a buyer download a 40 MB file to learn the width of a belt. If your catalogue needs a redesign, see our service for catalogue and brochure design.
Speed on phones
Many buyers open a page on a phone, at a plant or on the road. A page that is slow or jumps about loses them. According to web.dev's Web Vitals page (updated October 2024), the three Core Web Vitals have these good marks. Largest Contentful Paint should come within 2.5 seconds. Interaction to Next Paint should be 200 milliseconds or less. Cumulative Layout Shift should be 0.1 or less. The page says to measure the 75th percentile of page loads, split by mobile and desktop.
In plain words: the main picture or text should appear quickly, the page should answer a tap quickly, and nothing should shift as it loads. For a maker's site, the usual cause of slowness is large photos and heavy files. Resize photos before you upload them, and do not load a PDF until the buyer asks for it. If the template is the cause, a website rebuild may be cheaper than patches.
Listings: Google Business Profile and marketplaces
A Google Business Profile is the card that shows your business on Google Search and Maps. According to Google Business Profile Help, October 2026 (the page has no date), a profile fits a business with a physical location or one that travels to customers. A storefront should have permanent signage at the address, and a rented mailing address that you do not operate from is not eligible. The page does not mention factories or plants that do not receive visitors, so read Google's eligibility rules before you apply. Our page on local SEO covers the steps.
IndiaMART and similar marketplaces are a place to be listed. They are not a replacement for your site. IndiaMART's home page (October 2026) describes it as an online B2B marketplace and shows a seller set-up with an account, business details and at least three products or services. We did not find a fee, a lead count or a ranking rule on the page we opened, so we state none. Keep your listing text and your own product pages saying the same things, with the same model names and sizes. Your own site is the one place you control.
How to measure it
Traffic is not the goal. Enquiries are. According to Google Search Console Help (October 2026, no date on the page), the Performance report shows clicks, impressions, click through rate and average position. You can group the table by query, page, country or device. The default view covers the past three months.
Here is our method. Once a month, export the queries for your /products/ pages and group them by product line. In your enquiry sheet, add a column for source: search, marketplace, trade fair, dealer, repeat. Mark each enquiry as an enquiry, a lead or a qualified RFQ. Then count qualified RFQs that came from search, per product line. Our guides on lead generation and cost per lead explain the three words and the sums. Our guide on marketing ROI (return on investment) shows how to set the return against what you spent. The trade fair enquiries need the same care: see our note on trade fair follow up.
Say a month's sheet shows 22 enquiries from search for belts, 9 of them from firms that fit, and 3 qualified RFQs. Those figures are made up. The 3 are the number to watch, and they should be traced to the page where each buyer first landed.
A 90-day plan
This is our own plan for one product line, not a promise of rank or leads. The pace depends on how fast your team can give specifications and photos.
| Days | Work | What you will know |
|---|---|---|
| 1 to 15 | List every product and model. Read the last 50 enquiries. Export the Search Console queries. Pick one product line to start. | Which searches matter, and which line goes first. |
| 16 to 30 | Fix the base: one address per product, a sitemap, titles, a phone speed check, a clear enquiry route and a source column in the enquiry sheet. | The site is ready to count enquiries by source. |
| 31 to 60 | Build the category page, three to five product pages, the datasheet text and the certificates page for that line. | The first set of pages is live and linked. |
| 61 to 75 | Add two application pages and the about the plant page. Link the PDFs from the pages. Match your marketplace listing to the pages. | A buyer can go from a search to an enquiry in three clicks. |
| 76 to 90 | Read Search Console by product. Count enquiries and qualified RFQs from search. Review with sales. | Whether to build the next line, fix this one, or stop. |
If sales says the enquiries are poor, change the pages or the form. Do not argue about the leads. If the plan takes longer than 90 days, that is common. Move the dates, and keep the order.
Mistakes to avoid
| Mistake | Why it hurts | The fix |
|---|---|---|
| The catalogue is only a scanned PDF | A buyer cannot search it or copy a size, and it is hard to read on a phone. | A page for each product, with the facts in text and the PDF as a download. |
| One page for everything | A buyer who wants a 1000 mm belt lands on a list of fifty items. | A category page and a page for each model. |
| No specifications in text | Engineers compare specifications first. A page without them gets skipped. | A specification table in HTML on every product page. |
| Duplicate pages | The same product at several addresses splits attention and confuses the reader. | One address for each product, with the others redirected or canonical. |
| Different names in different places | A model has one name on the site and another on the marketplace. | One name, used everywhere. |
| Marketplace as the only home | You do not own the listing, and you cannot track what happens after it. | Keep the listing, and build your own pages. |
| No next step on the page | A buyer who is ready has to hunt for a phone number. | An RFQ button, a phone number and WhatsApp near the top and the end. |
