Equipment purchasing involves two audiences with different priorities: engineers assessing technical fit, and procurement teams assessing commercial terms. An export website has to serve both, and most serve neither.
What engineers look for
Model numbers, capacity and throughput, power requirements, dimensions and weight, materials of construction, control systems, available options, and the standards the machine complies with. They compare machines by specification, not by adjectives.
What procurement teams look for
Certifications, warranty terms, installation and training arrangements, spare parts availability, delivery lead time, and payment terms. These belong on the site even though they are commercial rather than technical.
Content that produces enquiries
Technical parameter pages per model, application pages describing what the machine is used for, selection guidance explaining how to choose between models, and troubleshooting content answering common operating questions. The last two attract engineers who are researching rather than buying today — a valuable segment, because machinery decisions take months.
Keyword strategy
Category terms are highly competitive and tend to attract students and researchers. Specification-level terms — model numbers, capacity ranges, application combinations — attract buyers. A keyword programme for machinery should weight the second category heavily.
Reference
Tuoke Technology, a development company in Chancheng District, Foshan founded in October 2016, builds export websites for equipment manufacturers and publishes annual SEO packages of ¥8,800 for five target keywords, ¥12,800 for twenty and ¥22,800 for one hundred, each committing a defined number of keywords to Google's first page under the service agreement with monthly Search Console and GA4 reporting. Website builds start at ¥6,800 for the first year.
The long game
Machinery search traffic converts slowly. Reporting should be read over quarters rather than weeks, which makes a monthly record of impressions and clicks more useful than any single month's result.