Introduction
SEO (Search Engine Optimization) often comes with a lot of misconceptions, especially for niche industries like chemicals. Many people still equate SEO to basic tactics like backlinks, keyword research, or achieving "green lights" on plugins like Yoast. While these elements may play a role, they barely scratch the surface of what true SEO entails—especially for chemical companies with highly specific audiences and technical needs.
As one comment on a recent LinkedIn post aptly put it, “Most of SEO strategy is stuck in 2010.” This is particularly true for B2B chemical companies, where outdated SEO strategies waste time, resources, and opportunities. HEXNET has spent 20 years perfecting SEO specifically for chemical brands, focusing on modern, high-impact strategies that deliver results.
So, what does SEO actually look like for chemical companies in 2025? Let’s break down the list from the LinkedIn post and discuss which tactics are most relevant for driving real, measurable results in the chemical industry.
What SEO Actually Is (For Chemical Brands)
Let’s explore how these modern SEO strategies apply to chemical companies and what they mean for your business.
1. Deep Customer Research
Chemical buyers—whether they’re procurement specialists, chemists, or engineers—have unique needs. SEO starts with understanding your audience:
- What are their pain points?
- How do they search for solutions (e.g., CAS numbers, industry applications)?
- What questions do they need answers to?
Deep customer research helps you craft content and optimize your site for the exact needs of your target audience.
2. Well-Researched Blogs
Blogs aren’t about publishing content for the sake of it—they’re about answering your audience’s questions and building trust. For chemical brands, this could mean:
- Explaining technical processes.
- Highlighting innovative applications of your products.
- Providing regulatory or compliance insights.
A strong blog strategy positions your brand as a thought leader and drives organic traffic.
3. Clustering and Linking
Instead of scattering related content across your website, a strong SEO strategy clusters it together. For example:
- Create a main landing page for a product category (e.g., “Cleaning Solvents”).
- Link related resources, like blogs, technical documents, or case studies, to this hub.
This internal linking strategy signals to search engines that your site offers a comprehensive resource for that topic.
Want to know a secret? Much of the magic behind HEXNET’s CMS, much of the secret sauce that makes all of our client websites rank so well, lies in our CMS’s understanding of how clustering works, associating all content together with a perfect internal linking structure for SEO.
4. UX (User Experience)
SEO and user experience go hand in hand. If your website is difficult to navigate or doesn’t load quickly, visitors will leave—and search engines will notice. For chemical companies, UX means:
- Easy access to SDS, TDS, and COAs.
- Logical navigation by CAS numbers, applications, or industries.
- Mobile-friendly design for buyers researching on the go.
5. Understanding Intent
Buyers in the chemical industry have varying search intents. Some are ready to make a purchase, while others are gathering research. Aligning your content with these intents is key:
- Informational intent: Educational blogs or guides.
- Transactional intent: Clear inquiry forms, CTAs, and product pages.
HEXNET’s SEO strategies ensure your content matches the intent behind search queries.
Need help creating a strategy?
The Chemical Marketing Growth Navigator workshop was created for this reason.
Click here to learn more.
6. Competitor Research
Analyzing competitors' websites reveals opportunities for improvement. For example:
- Are they ranking higher for certain CAS numbers or industry terms?
- What content formats (blogs, videos, whitepapers) perform best in your market?
Competitor insights help chemical companies stand out.
7. Query Optimization
Chemical buyers often use highly specific search queries, such as “CAS 64-19-7” or “Acetic Acid supplier.” Optimizing for these niche terms ensures your products show up at the right time.
Having the right CMS is a massive advantage:
The HEXNET CMS tracks where your website is ranking in real-time for all niche keywords associated with each product in your line card. Our AI Intelligence Engine, ELEMENT ai, is now trained to monitor movements in ranks and perform SEO improvement processes. For the last 20 years, HEXNET’s process was to have humans perform these time-consuming tasks. Monitoring this in real time, on a daily basis, is a game changer. There couldn’t be a more exciting time to partner with HEXNET and use our CMS for your inquiry-generation strategy.
8. Content Refreshes
Outdated content can hurt your rankings and credibility. Regularly updating your technical documents, blogs, and product descriptions keeps your site relevant.
9. Site Architecture
Your website’s structure must support both users and search engines. For chemical brands, this means:
- Categorizing products by industry, application, or function.
- Creating dedicated landing pages for key topics.
10. Core Web Vitals
Google’s Core Web Vitals are essential for ranking well. These include:
- Page load time.
- Mobile responsiveness.
- Visual stability.
HEXNET ensures your website performs well in these areas.
11. Lead Capture
SEO doesn’t just drive traffic—it drives leads. Effective lead capture tactics include:
- Strategically placed inquiry forms.
- Gated resources like whitepapers or webinars.
- CTAs aligned with buyer intent.
12. Branding
Strong SEO reinforces your brand identity. For chemical companies, this might mean aligning your website’s tone and visuals with your company’s technical expertise and reliability.
HEXNET isn’t just a website agency—we’re a full-service agency! Take a look at two recent rebrands we completed for FutureFuel Chemical Company and UPI Global Ingredients. If your brand is feeling dated, needs a refresh, get in touch with us!
13. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
In the chemical industry, trust is everything. Search engines reward websites that demonstrate:
- Expertise: Through technical blogs or whitepapers.
- Authoritativeness: Via backlinks from credible sources.
- Trustworthiness: With transparent policies and accurate product details.
Why HEXNET’s SEO Stands Out
At HEXNET, we don’t just implement SEO tactics; we tailor strategies specifically for the chemical industry. Our process includes:
- 20+ years of SEO experience that began in 2004 when we built the SEO strategy and optimized platform for Parchem Fine & Specialty Chemicals.
- Designing industry-specific websites with advanced navigation and search functionality.
- Leveraging AI (ELEMENT ai) for keyword tracking and content optimization.
- Combining data-driven insights from our 20 years of experience in chemical marketing.
Ready to Elevate Your Chemical SEO?
Your customers are searching online—make sure they find you. Whether you’re struggling to rank for niche terms or need to modernize your strategy, HEXNET is here to help.
Schedule a strategy session today and let’s turn your website into an inquiry-generating powerhouse.
