1. IPB Fast Facts
ThomasNet’s Industrial Purchasing Barometer (IPB) arms industrial companies with insights about
industrial buyers to help them understand the needs of these buyers and grow their businesses.
How Do You Search? IPB May 2011
424 buyers of industrial products and/or services responded to this IPB via an online
survey conducted in May 2011. Nearly 9 out of 10 respondents (89.1%) included those
with job functions in engineering (25.8%), purchasing (25.6%), general management
(24.8%), and manufacturing/production/operations (12.9%).
Here are the fast facts you need to know:
• Buyers will visit your company website…
In addition to the 55.8% of respondents who go direct to company websites, 87% search on
general search engines and 68% search on targeted industrial sites (e.g. ThomasNet.com).
Of note, company websites were ranked #1 or #2 by 61.3% of respondents as having the most
relevant search results when searching for industrial products or services.
• Buyers use 3 keywords on average when searching…
When searching for industrial products, 58.8% (40.7% use 3 words and another 18.1%
use 4 or more words) of respondents use 3 or more keywords. Similarly, when searching
for industrial services, over half (34% use 3 words and 18.7% use 4 or more words) of
respondents use 3 or more keywords.
• Buyers include product specifications in keyword searches…
Nearly half (44.2%) of respondents said that they always or frequently include detailed
product specifications (e.g. “1/2 in. x 2 in. galvanized carriage bolt) or detailed capabilities
specifications (e.g. tolerances or machinery) when searching for what they need. An
additional 47.3% said that they sometimes included detailed specifications.
• Buyers search by brand names…
53.6% of respondents state that they always (4.3%) or frequently (49.3%) include brand names
(e.g. “3M” or “Baldor”) as part of their search keywords. An additional 43.2% said that they
sometimes included brand names.
• Buyers include geographic locations in search keywords…
A little more than one-third (37.7%) of respondents state that they include a geographic
location (e.g. specific state) when searching for industrial products or services. An additional
52.9% say that they sometimes include a geographic location.
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http://promoteyourbusiness.thomasnet.com

2. IPB Fast Facts
How Do You Search? IPB May 2011
What do these fast facts mean for you?
Industrial buyers are searching online for the products and services they need with more
specificity than ever before. Their expectation is that the more specific they are in their search
keywords, the more relevant their search results will be. They need to find what they are looking
for as efficiently as possible, and they can’t afford to waste time wading through results that may
or may not be relevant. Time is money as the saying goes.
How can you ensure that your company information delivers as a relevant search result when
industrial buyers are searching? It’s all about the content on your website. To better address
long tail search terms (3+ words) you need to include deep and relevant content such as product
details, specifications, certifications, applications, capabilities and equipment. Think about the
words, phrases and other details that an engineer would use to find your products and services
(e.g. “22B-Z series parallel shaft BLDC gearmotor) and include that type of content. If you carry
certain brands, make sure that they are listed on your website. If not, you may be missing out
on new business.
ThomasNet has helped thousands of companies just like yours to create an online presence
that supports their goals in growing their businesses. We can help you too.
To find out more:
Visit us at: http://promoteyourbusiness.thomasnet.com
Email us at ipb@thomasnet.com
Call us at: 866.585.1191