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Home page | Construction equipment dealer

Client Overview

Our client, a reputable dealer in construction machinery and equipment, possessed a robust product portfolio and a loyal customer base. As a very old company, they had a legacy website that, over the past few years, had been losing visibility, positions, and traffic. Additionally, they faced challenges due to increased competition from non-US-based manufacturers that were aggressive with pricing.

Challenge

To identify website issues and find growth points, we performed a comprehensive website audit. This revealed several critical challenges:

Outdated Website Architecture

The legacy site structure was not optimized for modern search engine algorithms, leading to poor crawlability and indexation issues.

Slow Loading Speeds

The website's performance was significantly hindered by slow load times, negatively affecting both user experience and search rankings.

Mobile Responsiveness Issues

The site was not fully optimized for mobile devices, which limited accessibility and engagement for mobile users.

Content Gaps

Key product pages lacked sufficient, targeted content, making it difficult to rank for competitive industry keywords.

Declining Organic Traffic

The site had suffered a 50% drop in organic traffic after a major Google algorithm update.

Broken Links and Errors

Numerous broken links and technical errors were found, further impacting SEO performance and user trust.

No Comprehensive SEO Strategy

The website lacked a complete and implemented SEO strategy, including critical elements such as link building, technical SEO, and on-page optimization.

Missing Analytics Integration

There was incomplete use of tools like Google Analytics and Google Tag Manager, limiting the ability to track and analyze user behavior effectively.

Unoptimized Local SEO

The site did not leverage local SEO opportunities, which are crucial for a business in the construction equipment industry.

Strategy and Implementation

To address these challenges, the client partnered with Garan SEO Agency to develop a comprehensive digital marketing strategy. The project was broken into three distinct phases to tackle the website’s size and complexity:

Phase 1: Fixing Errors and Building the Foundation

  • Eliminated critical errors like broken links, duplicate content, and incorrect redirects.
  • Fixed the product feed and catalog for accurate and complete information.
  • Optimized site architecture for better search engine crawling and user navigation.
  • Configured Google Analytics and Google Tag Manager to enable detailed tracking.
  • Launched PPC campaigns in Google and Meta Ads to support the website while improving organic metrics. These campaigns included:
    • Keyword Targeting: Focused on high-conversion keywords to drive immediate traffic.
    • Ad Optimization: Crafted compelling ad copy and designed creative assets to attract potential customers.
    • Bid Strategy Management: Ensured efficient budget allocation for maximum ROI.

Phase 2: Adding Functionality and Improving CRO

  • Introduced enhanced product filtering and search features.
  • Redesigned key pages to improve the user journey and drive conversions.
  • Optimized loading speed by compressing images and cleaning up code.
  • Added microdata markup to enhance SERP visibility and search engine understanding.

Phase 3: Advanced SEO and Continuous Optimization

  • Created SEO-focused content to fill gaps and target valuable keywords.
  • Built high-quality backlinks to strengthen domain authority.
  • Enhanced technical SEO, including metadata improvements and crawl issue resolution.
  • Optimized for Local SEO with improved Google My Business and location-specific pages.
  • Provided ongoing monitoring and adjustments through analytics and A/B testing.

Results

The comprehensive, phased approach led to remarkable improvements in both traffic and revenue metrics:

121%

Increase in Site Users:

Enhanced visibility brought significantly more visitors to the site.

119%

Increase in Total Revenue:

Strategic improvements drove tangible business growth.

117%

Increase in Organic Traffic:

Technical SEO and high-quality content fueled sustainable growth.


4x

Increase in Time Spent on Site:

Average session duration increased from 2 minutes to 8 minutes, improving behavioral metrics critical for Google rankings

Improved Conversion Rates:

The CRO-focused enhancements ensured higher engagement and conversions across the site.

PPC Performance Highlights:

173%

Increase in Traffic from Paid Ads

220%

Growth in Revenue Generated Through Paid Campaigns

38%

Budget Increase Managed Efficiently for Maximum ROI

 

Conclusion

The collaboration with Garan SEO Agency transformed the client’s online presence and directly addressed the challenges of their legacy website. By systematically eliminating errors, improving functionality, and implementing advanced SEO and PPC strategies, the client achieved:

  • A competitive edge in the construction equipment market.
  • Sustainable organic growth and improved lead quality.
  • Increased revenue that exceeded their initial targets.




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