CONTENTS

    SEO Content Brief Template Checklist for U.S. Industrial Manufacturing (Engineers, Procurement, Plant Managers)

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    Tony Yan
    ·September 26, 2025
    ·9 min read
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    Image Source: statics.mylandingpages.co

    Use this master checklist to build consistent, compliant, and conversion-ready SEO content briefs for U.S. manufacturers. It’s designed for cross-functional teams—marketing partners with engineering, procurement, and plant/operations—to produce product pages, application notes, case studies, RFQ pages, and location/plant pages.

    How to use

    • Print or copy into your template tool. Mark Mandatory vs Recommended items. Attach acceptance criteria to each item before writing.
    • For each content piece, select relevant modules and complete all Mandatory items. Add role-specific notes for engineers, procurement, and plant managers.

    Module A — Research Inputs (complete before writing)

    • [ ] Mandatory — Define search intent and buyer stage

      • Map primary intent (informational, commercial investigation, transactional/RFQ) and target persona (Engineer, Procurement, Plant Manager).
      • Acceptance criteria: Single-sentence intent statement; persona named; stage identified.

    • [ ] Mandatory — Draft a focused keyword set

      • Include primary keyword, 3–6 secondary keywords, and industrial modifiers (material, tolerance, process, standard, industry, geo if applicable). Add part-number/SKU variants when relevant.
      • Acceptance criteria: One primary; list of secondaries; 2–3 modifiers; part/SKU pattern noted (if applicable).

    • [ ] Mandatory — SERP reverse-engineering

      • Review top 5–8 ranking results for patterns: content type, average depth, headings, visuals, rich results (FAQ, video), People Also Ask themes, presence of directories (Thomasnet/GlobalSpec).
      • Acceptance criteria: One-paragraph SERP summary + short list of “must match or exceed” content elements.

    • [ ] Recommended — Content gap snapshot

      • Identify unique angles (industry-specific specs, certifications context, case studies) competitors lack.
      • Acceptance criteria: 2–3 differentiators to incorporate.

    • [ ] Recommended — Approval checklist owners

      • Assign owners for SME accuracy review (engineering), compliance/legal, and editorial QA.
      • Acceptance criteria: Names/roles and due dates listed.

    Why this matters: Clear intent/keyword/SERP alignment ensures your brief directs writers to match user expectations and win the snippet/rich results where possible.

    Module B — Industrial Content Requirements (technical depth first)

    • [ ] Mandatory — Specifications block

      • Fields: materials, grades, sizes, dimensions, tolerances, finishes/coatings, operating ranges (temp, pressure), performance metrics, testing methods.
      • Acceptance criteria: Completed specs table in HTML (not image-only); units standardized; version/revision date included.
      • Role prompt — Engineers: Provide exact tolerances and test standards used; flag legacy vs current revisions.

    • [ ] Mandatory — Datasheet and CAD availability

      • Provide downloadable spec sheet (PDF) and CAD (STEP/IGES/DXF/DWG) if allowed, plus a crawlable HTML summary of key specs.
      • Acceptance criteria: Working download links; HTML summary ≥150 words; latest file versions identified by revision (e.g., v1.3) and date.

    • [ ] Mandatory — Standards and certifications callout

      • List applicable standards (e.g., ISO 9001:2015, AS9100D, UL/CE, RoHS/REACH). Include scope (which sites/products) and proof path.
      • Acceptance criteria: Certificate numbers, issuing registrar, issue/expiry dates, and a verification link (e.g., the IAQG’s OASIS for aerospace AQMS). For AQMS overview, see the IAQG page on the certification scheme and OASIS: IAQG certification and OASIS (accessed 2025).

    • [ ] Recommended — Application notes and industry use-cases

      • Summarize common applications, compatible systems, installation/maintenance notes, and environment constraints.
      • Acceptance criteria: At least two use-case subsections with specific, measurable context (e.g., speed, load, temperature range).

    • [ ] Recommended — Visuals and diagrams

      • Include annotated diagrams, dimension drawings, or process flow images with descriptive alt text.
      • Acceptance criteria: File names and alt text include primary keyword and part identifier where relevant.

    Why this matters: Technical buyers (engineers and plant teams) require specs, standards, and practical application detail to assess fit and risk before engaging procurement.

    Module C — On-page Content and UX (tailored by intent)

    • [ ] Mandatory — Headline and H-tag plan

      • H1 reflects primary keyword and value proposition; logical H2/H3 hierarchy to mirror SERP patterns and buyer questions.
      • Acceptance criteria: One H1; 4–8 H2/H3 sections; headings cover specs, applications, compliance, and next steps.

    • [ ] Mandatory — Depth and clarity

      • Target copy length matches or slightly exceeds the competitive set; clarify acronyms at first use (e.g., ITAR: International Traffic in Arms Regulations).
      • Acceptance criteria: Reading level aligned to technical audience; jargon defined once.

    • [ ] Mandatory — CTA logic by intent

      • Informational: “Download datasheet,” “View CAD,” “See capabilities.”
      • Investigation: “Compare materials,” “Request sample,” “Talk to an engineer.”
      • Transactional: “Request a quote,” “Upload drawings.”
      • Acceptance criteria: 1–2 primary CTAs plus 1 secondary; CTA labels match stage; visible above the fold and after specs.

    • [ ] Mandatory — RFQ readiness (file uploads and privacy note)

      • Brief specifies acceptable file types, size limits, and a short privacy/data-handling note near the upload control. Include SLA for response time.
      • Acceptance criteria: File types listed (PDF/STEP/IGES/DXF/DWG); size limit shown; privacy note present; SLA stated (e.g., “Response within 1 business day”).

    • [ ] Recommended — Trust elements and E-E-A-T

      • Add SME byline, reviewer note (technical review completed by [Name], [Title]), and cite authoritative standards/datasheets where appropriate. For context on quality evaluation, see Google’s Search Quality Rater Guidelines: Google SQRG (E-E-A-T framework) (current as of 2025).
      • Acceptance criteria: Author bio with credentials; reviewer name/title; at least one authoritative technical citation where non-proprietary.

    Why this matters: Industrial conversions hinge on frictionless next steps and clear trust signals that reduce risk (accuracy, compliance, responsiveness).

    Module D — Information Architecture and Linking

    • [ ] Mandatory — Internal pathway plan

      • From this page, link to: Capabilities/process page; Product family/category; Applications/use-cases hub; RFQ page; Quality/Certifications hub; Relevant case studies; Location/Plant pages; Distributor/Dealer locator; CAD library index.
      • Acceptance criteria: Each link target listed in the brief with placeholder URL fields to be filled during build.

    • [ ] Recommended — Breadcrumbs and related content

      • Include breadcrumb trail and a “Related applications/products” block based on taxonomy.
      • Acceptance criteria: Breadcrumb pattern finalized; 3–5 related items defined.

    Why this matters: Strong internal linking supports technical evaluation flows (product ↔ application ↔ proof) and helps crawlers understand site structure.

    Module E — Structured Data and Technical SEO

    • [ ] Mandatory — Structured data selection and validation

      • Choose appropriate schema types (Product, FAQPage, HowTo, VideoObject) and validate with Rich Results Test. Follow Google’s structured data policies; prefer JSON-LD. Start at the Search Central introduction and policies: Google structured data overview (Google, 2025).
      • Acceptance criteria: JSON-LD present; required properties completed; validation screenshot or note included.

    • [ ] Mandatory — Performance and accessibility

      • Set Core Web Vitals thresholds; ensure keyboard navigation, proper contrast, and descriptive alt text for technical images.
      • Acceptance criteria: CWV pass in lab or field; Lighthouse accessibility score target set; alt text reviewed.

    • [ ] Mandatory — PDF/HTML parity and canonicalization

      • Pair each key PDF (datasheet) with an HTML summary page; designate canonical to consolidate signals. See Google’s guidance on consolidating duplicate URLs: Google consolidate duplicate URLs (accessed 2025).
      • Acceptance criteria: HTML companion exists; canonical declared; analytics plan to track PDF vs HTML engagement.

    • [ ] Recommended — Media and video handling

      • Provide transcripts for demo/installation videos and mark up with VideoObject; compress images; lazy-load where appropriate.
      • Acceptance criteria: Transcript file available; thumbnail defined; media sizes optimized.

    Why this matters: Structured data and clean technical foundations improve discoverability and usability—crucial when buyers compare complex specs.

    Module F — Compliance and Legal Review (U.S.)

    • [ ] Mandatory — Origin claims (“Made in USA”) review

      • Only use unqualified “Made in USA” if all or virtually all significant processing and components are U.S.-origin; otherwise use accurate qualifiers (e.g., “Assembled in USA from imported parts”). Guidance per the FTC’s resource: Complying with the Made in USA Standard (FTC, latest accessed 2025).
      • Acceptance criteria: Claim type selected (unqualified vs qualified); substantiation file path noted; visual cues (flags, maps) audited for consistency.

    • [ ] Mandatory — Export controls (ITAR/EAR) screening

      • Confirm the page contains only information that is permitted for public release. If technical data may be controlled, use access controls and vetted language. For scope definitions, see the Department of State’s ITAR “public domain” definition (22 CFR 120.11): DDTC ITAR public domain and the Department of Commerce’s EAR “publicly available” guidance (15 CFR 734.7): BIS EAR publicly available.
      • Acceptance criteria: Export review completed; determination recorded (publicly available/public domain vs restricted); access controls noted if needed.

    • [ ] Mandatory — Standards/certs verification path

      • Provide verification links or references (e.g., registrar portals; OASIS for AS9100) and ensure the scope matches the claim.
      • Acceptance criteria: Live link to verification; certificate scope aligns to product/location claims.

    • [ ] Recommended — Safety/regulatory statements

      • Align claims with UL/CSA/CE/RoHS/REACH applicability by model and region; avoid blanket statements.
      • Acceptance criteria: Model list mapped to each compliance mark; caveats included where necessary.

    Why this matters: Industrial content carries legal and regulatory risk; proper review protects your brand and customers. This is general guidance, not legal advice.

    Module G — Local SEO for Plants and Multi-location Manufacturers

    • [ ] Mandatory — Location page completeness

      • Unique content per plant: address, phone, hours, embedded map, services/capabilities at that site, industries served, certifications, photos, and CTAs (call, directions, RFQ).
      • Acceptance criteria: Each location page has site-specific content and links to relevant product/application pages.

    • [ ] Mandatory — Google Business Profile linkage

      • Create or verify a GBP for each physical location and link to the corresponding location URL. Manage at scale via location groups. Reference: Google Business Profile location data docs (Google, 2025).
      • Acceptance criteria: Each GBP points to the correct page; UTM plan (optional) documented; owner/maintenance cadence defined.

    • [ ] Mandatory — NAP consistency and LocalBusiness structured data

      • Ensure exact Name, Address, Phone across site footer, location pages, GBP, and major citations; add structured data on each location page.
      • Acceptance criteria: NAP audit completed; structured data validated.

    • [ ] Recommended — Service area and lead-time proof points

      • Add region-specific shipping lanes, typical lead times, and service coverage where relevant.
      • Acceptance criteria: Two localized proof points per location (e.g., “48-hour turn on standard SKUs within Midwest”).

    Why this matters: Many industrial searches include geo intent; robust location pages and GBP alignment drive qualified visits and calls.

    Module H — Measurement and Iteration Plan

    • [ ] Mandatory — KPIs aligned to intent

      • Informational: impressions, clicks, average position, scroll depth, time on page, assisted conversions.
      • Investigation: spec/CAD downloads, demo video plays, internal search usage, click-through to RFQ.
      • Transactional: RFQ starts/submits, file upload success rate, form abandonment, qualified lead rate.
      • Acceptance criteria: KPI table added to brief; targets set for first 90 days.

    • [ ] Mandatory — GA4 event instrumentation

      • Plan events: rfq_form_start, rfq_form_submit, file_upload (file_type), spec_download/cad_download, outbound_click (to directories/partners), video_play, internal_search.
      • Acceptance criteria: Event names/parameters defined; GTM implementation owner assigned; validation method noted (e.g., DebugView).

    • [ ] Recommended — Reporting cadence and optimization loop

      • 30/60/90-day performance reviews; quarterly spec/cert refresh; annotate major updates and request re-crawl when warranted.
      • Acceptance criteria: Calendar invites or workflow tasks created; ownership assigned.

    Why this matters: Industrial content serves long buying cycles—consistent instrumentation and reviews create compound gains and prevent compliance drift.

    Role-based Prompts (add to each brief as needed)

    • Engineers — Provide: exact tolerances, materials, applicable test standards, failure modes to note, revision history, and safe public detail level (export controls cleared).
    • Procurement — Provide: MOQs, pricing tiers if allowed, lead times, accepted standards/certs, warranty terms, supplier codes/portals if required.
    • Plant/Operations — Provide: install/maintenance guidance, reliability metrics, safety notes, service coverage, spares/parts lists.

    Add these prompts into your brief so writers get accurate, approved inputs before drafting.

    Common Pitfalls and Quick Fixes

    Copy-paste Brief Skeleton (fill in the blanks)

    • Page type: [Product / Application note / Case study / RFQ / Location]
    • Primary persona + stage: [...]
    • Intent statement: [...]
    • Primary keyword: [...]
    • Secondary keywords: [...]
    • Industrial modifiers (material, tolerance, standard, geo): [...]
    • SERP summary (top patterns + gaps to exploit): [...]

    Technical content

    • Specs table fields and units: [...]
    • Datasheet PDF (rev/date): [...]
    • CAD files and formats: [...]
    • Standards/certs + scope + verification link: [...]
    • Applications/use-cases to cover: [...]
    • Visuals/diagrams (filenames + alt text): [...]

    On-page & UX

    • H1 and H2/H3 outline: [...]
    • CTAs by stage (primary/secondary): [...]
    • RFQ file types + size limit + privacy note + SLA: [...]
    • E-E-A-T elements (author, reviewer, citations): [...]

    IA & Linking

    • Link to: Capabilities [...]; Product family [...]; Applications [...]; RFQ [...]; Certifications hub [...]; Case studies [...]; Location [...]; Distributor locator [...]; CAD library [...]
    • Breadcrumb pattern: [...]

    Technical SEO

    • Schema types + validation notes: [...]
    • CWV targets + accessibility checklist result: [...]
    • PDF/HTML parity + canonical plan: [...]

    Compliance

    • Origin claim (unqualified/qualified + substantiation file): [...]
    • Export controls review result: [...]
    • Safety/regulatory applicability notes: [...]

    Measurement

    • KPIs + 90-day targets: [...]
    • GA4 events + parameters: [...]
    • Review cadence (30/60/90 + quarterly refresh): [...]

    References for policy and implementation cited in-line above

    • FTC Made in USA standard guidance (FTC, 2025)
    • ITAR “public domain” definition (DDTC) and EAR “publicly available” guidance (BIS)
    • Google Search Quality Rater Guidelines (E-E-A-T context)
    • Google Search Central structured data overview and policies
    • Google guidance on consolidating duplicate URLs (canonicalization)
    • IAQG certification scheme and OASIS verification
    • Google Business Profile location data docs

    This checklist is general guidance for marketing and content teams in U.S. manufacturing and is not legal advice. Engage your compliance/export control officer for final review where required.

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