macdermid.com
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The Invisible Chemistry Giant
How MacDermid quietly powers the products you use every day
Most tech analysts obsess over consumer-facing apps, but the real power lies in the invisible layers beneath. MacDermid Performance Solutions operates in this critical space, manufacturing specialty chemicals that enhance products from smartphones to cars—yet their digital footprint tells a fascinating story of a B2B giant hiding in plain sight.
"In B2B chemistry, digital presence isn't about vanity—it's about signaling innovation to procurement teams who don't trust flashy websites."
The Corporate Shell Game
MacDermid.com isn't a standalone entity—it's a gateway to Element Solutions Inc.'s portfolio. With only 1,985 monthly visits, this site serves as a corporate directory rather than a lead generation engine. The 90.4% 'undefined' traffic share reveals a harsh truth: their audience is likely internal teams and legacy partners, not new prospects discovering them online. This is a classic case of a revenue-rich brand with a digital presence that lags behind its market influence.
The Internship Funnel
Interestingly, 'macdermid alpha internship' ranks as their third-highest keyword with 220 monthly searches. This reveals a hidden talent pipeline strategy. While their corporate site underperforms, they're capturing future engineers and chemists through targeted internship programs. It's a long-term play—investing in tomorrow's talent today, even if today's website metrics look underwhelming.
The tech stack tells another story of legacy meeting modernity. Drupal (a robust CMS) sits alongside jQuery and Bootstrap—tools that prioritize stability over cutting-edge performance. OneTrust cookie compliance indicates they're playing by global regulations, while Vimeo integration suggests they're investing in video content despite low traffic. It's a pragmatic stack for a company that cares more about substance than flash.
- Revenue powerhouse ($750M) with surprisingly modest digital footprint
- Traffic dominated by direct (43%) and branded search ('macdermid' = 570 monthly searches)
- Internship programs drive more traffic than product pages
- Global rank #8.2M indicates minimal SEO investment or organic discovery strategy
The Anti-Startup Playbook
Proof that in B2B chemicals, relationships and R&D trump digital presence
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Meta Tags
Specialty Chemical Company | Element Solutions Inc Businesses
MacDermid Performance Solutions specialty chemicals companies manufacture chemicals and materials used in processes that enhance products people use every day.
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About macdermid.com
MacDermid Performance Solutions specialty chemicals companies manufacture chemicals and materials used in processes that enhance products people use every day.
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Technology Stack
macdermid.com uses 10 technologies across their website including Vimeo, Font Awesome, Drupal, and more.
Video
Vimeo
Fonts
Font Awesome
CMS
Drupal
Privacy & Consent
OneTrust
Analytics & Marketing
Google Tag Manager, Google Analytics
Performance
Lazy Loading
Traffic & Audience
macdermid.com receives approximately 2.0K monthly visitors and ranks #8,185,620 globally. The website has a bounce rate of 45% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 1:56 on the site.
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