In a 2013 survey by the market research firm YouGov, involving 1,000 Americans, 47 percent of respondents indicated a preference for items branded with "Made in the USA." In 2015, Consumer Reports found that 8 out of 10 American consumers preferred buying American-made products over imported ones, with 60 percent willing to pay 10 percent more for them.
Additionally, an August 2016 article by the Made in America Movement mentioned that searches on Google for “Made in USA” and “Made in America” had significantly increased from previous years. In May 2016, the term “Made in USA” reached 94 on a 100-point scale, indicating peak search interest.
As a consumer, I try to buy US-made goods whenever possible. This commitment began in 2014 for various reasons, primarily to help bring jobs back to the US. According to the Million American Jobs Project, purchasing just one more US-made item (or an additional 5 percent of purchases) could create a million new jobs.
Since making this commitment, I’ve learned several methods for finding American-made goods, which are more plentiful than one might expect. Researching online is now a preferred strategy.
As a digital marketer, I’ve studied how companies utilize PPC, SEO, and content marketing to promote their Made in the USA products. They do so with varying degrees of effectiveness.
In this series’ first article, I’ll provide five examples of companies using PPC and SEO to promote their Made in the USA products, with analyses of their landing and product pages to determine the difficulty or ease of verifying the US origin of their products.
In the next installment, I will discuss content marketing, link building, PR, and other strategies to raise awareness for Made in the USA products. The third part will focus on how B2B vendors can attract manufacturers interested in sourcing US-made materials.
This article conveys my perspective as a consumer, and I have no affiliation or data about PPC or SEO campaigns of the companies discussed.
I’ll offer five examples across two searches along with recommendations for search marketers to help consumers confidently purchase Made in the USA products.
Search #1: Lamps made in the USA
My initial search for "made in the USA lamps" showed only the carousel and organic results; ads only appeared in an incognito search.
For table lamps, the carousel items were not relevant. The first three ads didn’t highlight "made in the USA," so I ignored them.
The SERPs did provide three appealing organic listings: one for LampsUSA and two for Bellacor. The titles and snippets indicated they had what I was seeking.
Both companies are distributors selling lamps from various brands.
LampsUSA
A click leads to a page dedicated to US-made lamps, with clear indicators such as breadcrumb navigation and an American flag.
Yet verification is needed as some companies claim "made" when products are merely designed or assembled in the US.
For valid "Made in USA" claims, the Federal Trade Commission requires the product to be "all or virtually all" made in the US.
Verification involves reading product descriptions and company About pages.
On a LampsUSA product page, an American flag and "Made in USA" messaging confirm the origin. To be certain, visiting the brand’s website might be necessary.
Bellacor
Clicking on Bellacor’s listing presents a similar US-made lamps landing page with indicators aligning me to the right place.
For the Allegretto Two-Light Table Lamp, "Made in the USA" isn’t in the specs. Verification on the brand website clarifies it.
The Stacked Horn One-Light Table Lamp states the shade is US-made, leaving the lamp’s origin ambiguous.
The Paddle Table Lamp proudly claims US origin but likewise requires brand site verification.
Search #2: Made in USA roller shades
Searching "made in USA roller shades" presents several promising ads and organic results.
The Shade Store
It’s not immediately clear if shades are US-made. Yet, a US flag navigation click confirms they are. Additional brand storytelling builds trust.
Blinds Chalet
Initially, it’s unclear the products are US-made, due to a slider on the homepage. Eventually, a "Made in USA" message is visible.
The message links to a page explaining the US manufacturing process, compliant with FTC standards.
BlindSaver
This brand also resells custom blinds and shades, with vague US-manufacture claims.
Site searches for "Made in USA" yield no relevant results, causing confusion.
Recommendations for search marketers
This experience shows that finding Made in the USA products requires diligence. Usually, consumers must verify origin despite sometimes vague website messaging.
If your agency handles US-manufactured products, here are recommendations:
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Search ads and listings: Incorporate "Made in USA" verbiage in PPC headlines and landing page titles for visibility.
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Landing pages: Ads and results should lead to pages confirming US manufacture or reseller-verification of manufacturing checks.
- Product pages: Specify "Country of Manufacture" for each product component to ensure transparency and compliance with FTC standards.
Offering these insights can enhance trust and clarity for those seeking American-made goods.
