Business & Industrial Websites Rank for Fewer Keywords Than Most
The typical business and industrial website in Diib's data ranked for about 50 keywords on Google in the US, versus about 80 for websites in other industries.
Business and industrial websites rank about as well as other sites, but for fewer searches. For companies with many products or capabilities, that usually means buyers searching for specific parts, processes or materials aren't finding a page that matches.
Every search a website can show up for is a chance to be found. Diib’s keyword data shows that manufacturers, distributors and other business and industrial companies show up for noticeably fewer searches than most websites.
A ranking keyword is any search term where Google shows your site somewhere in its results.
What the data shows
Diib looked at the US Google keywords that websites with connected keyword tracking ranked for between April and September 2026. It included sites ranking for at least 20 keywords:
- The median business and industrial website (335 sites) ranked for about 50 keywords, versus about 80 for roughly 10,300 websites in other industries.
- Rank quality was about average. 33% of their keywords ranked on page one, versus 34% elsewhere, and 10% ranked in the top three, versus 9.5%.
What this does and doesn’t tell you
This is aggregated Diib keyword data. It counts the searches a site appears for, not the traffic or leads they bring. It also leaves out sites ranking for fewer than 20 keywords, which likely means the real gap is wider.
The pattern points to breadth, not quality. When industrial websites rank, they rank about as well as anyone. They just have fewer pages for Google to match to searches. Many industrial sites describe a whole product line on one page, and a single page can only be relevant to so many searches.