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Cheatsheet: SEO for Specialty Tools

in SEO & Website Tips, SEO Cheatsheets. Last Updated on August 30th, 2023

One of the things we love about working with small businesses at marketgoo is the sheer diversity of our group of clients: we have pharmacies, universities, psychics, boutiques, realtors, and the list goes on. We have had a few users who own hardware stores and specialty tools and supplies. So how do you do SEO for hardware stores, or for a business that sells specialty emergency extrication tools?

The reality is, most basic SEO guidelines apply: claim your Google Brand Page or Google My Business Page, have clear Name, Address and Phone number listed on your site and on all your Directory Listings. Additionally reach out for links in industry directories, local media outlets and ask your clients to leave you reviews.

One of the things that make promoting your business online a little harder than a ‘regular’ business, is that you have extremely expensive products, or they are the type of tools which people may research and compare online, but won’t actually purchase online with a credit card!

You are often selling to other businesses as well who don’t make impulse purchases with what you’re selling. Because of this, your site has to be an incredible resource for those visitors who are searching for your tools, or for solutions to problems that can be addressed with your tools.

For example, check out the CMC Rescue site: they have videos of their products, how-to guides (“how to tie a basket anchor”) and they list prices of products.  They are a resource hub for anyone who is considering making a purchase.

Additionally, don’t forget to include keywords in each product page, because chances are, your potential customers have an idea of what they’re looking for and it isn’t generic! See Special Service & Supply and how their product page is totally optimised for the Air Chisel Hammer. It has a unique (if long) description, and includes images which have alt-tags.

See the SEO cheatsheet for specialty tools below!

SEO for specialty tools


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3 thoughts on “Cheatsheet: SEO for Specialty Tools”

  1. Thanks for sharing the cheat sheet! 🙂 very helpful. By the way, in terms of keywords. How often do you repeat your keyword? do you think keyword density still matters?

    • hi Emmerey, thanks for your comment! Great question – the concept of ‘keyword density’ as a ranking factor is a little outdated. What I’d focus on is including the keyword(s) where it definitely matters – URL, Title, H1 and in the meta description, and then if it makes sense, include it in the rest of your page while still making sure it sounds natural. Many users make the mistake of eliminating contextual modifiers (i.e what make longtail keywords great) in order to get the keyword in and it ends up sounding robotic. There is no magic ratio or keyword density % that equals success. Your copy should be readable and relevant to what the visitor expects to find on the page, but don’t have a calculator out to calculate KD 🙂
      hope this was helpful!

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