Selling Equipment & Parts Online: SEO Best Practices

Selling Equipment & Parts Online: SEO Best Practices

SEO, Search Engine Optimization, is critical for any businesses looking to be included in buyers’ online research and purchasing decisions:

When you consider that 89% of B2B buyers use the internet during the B2B research process and that 73% of traffic to B2B company sites originates from a search engine, ignoring SEO is one of the biggest mistakes a business can make. It’s absolutely imperative to show up in non-branded searches for terms that B2B buyers use at the beginning stage of their customer journey.

The BigCommerce stat that 9 of 10 B2B buyers use the internet to do research is no surprise. We all want to generate the most long-term value for our business and investing in equipment is a key component to getting that right. What is surprising is that 73% of traffic to B2B sites originates from a search engine. That is a very telling statistic. Basically, if you don’t have quality content online about your company and products, you will rarely be found. 

However, we are all busy running our business to constantly blog, release a new version of our website, and keep it updated with fresh pictures/videos/descriptions. If we do decide to outsource or hire for these functions, then we need to compete online with many other equipment dealers and part sellers.

Another option is to generate interest in your equipment for sale by posting them on an equipment listing site for a monthly fee. These listing sites typically charge premiums to be listed at the top of searches, do not highlight your business, do not host the transaction, and do not allow you to post your own terms and policies. Unless many buyers are looking for the specific units you are listing and happen to use that listing site, it is difficult to justify the high fees. 

At, equipment and parts sellers leverage the "shopping mall effect.” Buyers are on the marketplace doing research and purchasing equipment, accessories, and parts from sellers they previously did not know of. Buyers can message any seller, make offers on posted equipment for sale, and make complete purchases via PayPal and wire transactions. 

In addition to generating online traffic from the "shopping mall effect,” Sellers can highlight their business on their branded storefront, upload unlimited inventory, and have dashboard tools for FREE. All the products that sellers post have built-in SEO options where you can complete the meta title, meta description, and meta keywords. They also have these meta options for their storefront. 

What is a "meta” title, description, and keywords you ask? This is how Google, Bing, and Yahoo crawl webpages. Google’s name for their hyper-advanced web-crawler is the Googlebot. Google says that their Googlebot is best at reading text (unlike images or videos) and to treat the Googlebot like one of your users. In other words, optimize the SEO of your site for both real humans and the Googlebot. 

The good news for sellers listing on, is that they can leverage the built-in SEO tools of meta title, keywords, and descriptions. The meta title are the listings you see on Google/Bing when you run a search. The meta descriptions are the text under the titles you see in the search, and the meta keywords are so Google/Bing know which search queries are the best fit for your keywords.

Sellers get built-in SEO capabilities by listing for free on Instead of having to rebuild, manage, and market their own website, all they need to do is enter detailed product information and meta descriptions in their dashboard. Sellers leverage and add to the SEO of the entire site of every time they add a new product. 

If you are a parts or attachments seller, we will also add your products to our Google and Facebook Storefronts to be more easily found where people search. Sign up for a free account today!

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