Most procurement teams start with a search. A buyer in Rotterdam looking for duplex steel pipe, or a contractor in Dubai who needs aluminium profiles, types a precise query into Google and shortlists the suppliers who look ready. If your company is not on that first page, you are not on the shortlist.

The good news: metal products are searched in a very specific way, and that makes them easier to rank for than you might think.

Buyers rarely type "steel company". They search for a product + grade + standard, sometimes with a country:

  • "S355J2 plate supplier"
  • "6063 T6 aluminium extrusion manufacturer"
  • "ASTM A182 F316L flanges"
  • "C11000 copper busbar exporter"

Each of these is a separate opportunity. A single "Products" page that lists everything cannot rank for all of them.

Give every product family its own page

Create one page per product family — for example carbon steel plates, aluminium extrusions or copper busbars. Each page should include:

  1. A clear title with the product and main grade, such as "S355 Steel Plates — EN 10025-2".
  2. A specification table with grades, sizes, standards and tolerances.
  3. Certifications and testing — EN 10204 3.1 certificates, third-party inspection, ISO approvals.
  4. Applications and industries served, in plain language.
  5. A short RFQ form that asks for grade, size, quantity and destination port.

Tables matter. Buyers scan them to check availability, and search engines read them too.

Write for buyers in their market

If you sell into Germany, a German-language version of your key pages helps both buyers and search visibility. Start with your three most important product pages rather than translating the whole site.

Use the standards your buyers expect. European buyers look for EN and DIN references; North American buyers look for ASTM and ASME. Mention both where they apply.

Fix the technical basics

Even great content struggles on a slow or broken site. Check that:

  • Pages load in under three seconds on a mobile connection.
  • Every page has a unique title and meta description.
  • Images have descriptive file names and alt text.
  • Your site uses HTTPS and has a sitemap submitted to Google Search Console.

Build trust signals

Search brings the visit; trust brings the inquiry. Show your plant, your quality systems and the countries you already ship to. A real address, a working phone number and a fast reply matter more than slogans.

Measure what matters

Track inquiries, not just traffic. Google Search Console shows which searches bring visitors; your inquiry log shows which of them become real buyers. Improve the pages that already bring good leads.

Want a second opinion on your website? Request a proposal and we will review how your products appear to buyers searching today.