How to market a laser engraving business in 2022?
If you are interested in starting or enhancing your custom engraving business, this article is for you!
The following paper in an SEO Intelligence report on the engraving market for Spokane Washington The goal of this report is to conduct an honest SEO marketing analysis of the laser engraving market in Spokane and where a little start up website, 509laserworks.com, fits in. Also, a keyword analysis of the engraving market for the United States and Canada. Naturally it is going to be difficult to rank to all of Spokane and Laser engraving short of a plethora of labeled content, because 509 Laserworks is located in Spokane Valley.
Is engraving a good business?
It certainly can be if you are in the right niche. It’s not hard to find something you want personalized.
Is there a demand for laser engraving?
Oh yes, there is always a need for customization. It comes in waves and seasons. Holidays and summers are the most lucrative. Engraved cutting boards never go out of style every Christmas. However, most engraving shops identify as “Trophy shops”, because kids sport trophies are the money maker. The famous phrase, “Every child gets a trophy” was created and is heavily marketed by all American trophy shops.
How much does custom engraving cost?
Most places charge a set-up fee of about $60 then charge $35 per square inch.
How much does it cost per letter for engraving?
Around $15 average.
SEO SWOT Analysis for the laser engraving market
SEO Strengths:
Good Data Science driven SEO, Good Google reviews, Online Reputation Management, simple website, low overhead, price leader and fastest turnaround.
SEO Weaknesses:
Small start-up and low Domain Authority.
Not many referring backlinks.
Located in Spokane Valley (difficult for ranking in Spokane)
SEO Opportunities:
Build domain authority, leverage more Google reviews. Use the backlinks the competition is using.
The top three competitors stopped using an SEO service.
Build and post more content like the ASMR videos.
Get a Better Business Bureau Certification.
SEO Threats:
The competition using effective SEO.
The barrier to enter the industry is low.
Keyword Analysis for the engraving a Market
The previous pictures are resulting in the most lucrative keywords and phrases. According to the search volume, “Engraving” is number one followed by “Laser engraving”. Third place goes to the loose and lucrative keyword: “Sign shop”. Objectively, a wooden pallet engraved with letter is a “sign”. When analyzing the Google Business Profiles of all competitors, it appears that none are targeting all the stated keywords just one or two. Ranking 4th was “Trophy shop” and the search volume around “Trophies” is spartan. Interestingly, kids sport trophies are the biggest money maker for engravers. In fact, the top three competitors are essentially merchants that specialize in the logistics and assembly of trophies. Carrying high overhead, they need bigger money to stay afloat. In so doing, they turn away other lucrative markets such as “gun engraving”. Other notable phrases: “wood engraving machine” and “Bureau of Engraving and printing”.
However, only Trophies Unlimited, ranked 2nd is utilizing the most keywords. Below is a picture of what they are targeting:
Most of the other competitors are not taking full advantage of the Google Business Profile’s keywords. Trophies Unlimited is claiming it is a “Sporting Goods Store”. However, this is not the only competitor that is misrepresenting, Tergus Custom Engraving claims to be a “Motorcycle parts store” and a “Gun shop”. To top that off, there is no functioning link to their webpage. Tergus Custom Engraving should not be considered for any competitive ranking at this point.
Like many business owners, they are not responding to their Google reviews, which demonstrates bad Online Relationship Management. It is very apparent that most have very little SEO. A few had some SEO work done in the past and gave up.
Competitor Rankings:
Currently leading for “Spokane Engraving”:The Engraver, Inc
Trophies Unlimited
Northwest Business Stamp
AwardMasters
Rankings for "Engraving, Spokane Valley" Ramax Engravingss Awards
Simchucks Laser Engraving
Decade Awards
509laserworks.com is now has a Google Business profile with all the keywords the competitors use and fail to use. Engraving, Jewelry engraver, laser cutting, glass etching, glass engraver, sign shop, and trophy shop.
