All cases
B2B · Equipment rental
6 months
Heavy equipment rental: commercial deals up 4.2×
Client: Regional construction equipment fleet operator
Organic traffic
1,150 → 14,800
sessions per month
Growth
×13
+1,180%
Queries in TOP-10
45 → 690
340 in TOP-3
Business result
+320% signed contracts (100% of the fleet booked)
How the traffic grew, month by month
Organic sessions
Queries in TOP-10
| Month | Sessions | TOP-10 queries |
|---|---|---|
| M1 | 1,150 | 45 |
| M2 | 2,600 | 110 |
| M3 | 5,400 | 230 |
| M4 | 9,100 | 410 |
| M5 | 12,400 | 560 |
| M6 | 14,800 | 690 |
Hover or tap the chart to see the numbers for each month. Source: Google Search Console / GA4.
-
01
The problem
Equipment rental means expensive deals and few searches. The site was inconvenient on a phone, even though foremen order straight from the construction site, and the company was invisible in Google Maps in most of its cities.
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02
What I did
- Mobile interface for foremen and procurement managers
- Keyword segmentation: rental with operator vs. dry hire
- Interactive shift and delivery cost calculator
- TOP-1 in the Google Local 3-Pack in 12 cities
- Landing pages by lifting capacity, boom reach and modifications
- Video reviews of machines at work and operating certificates
- Local search leadership in Google Maps in key industrial hubs
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03
The result
- 100% of the equipment fleet booked two months ahead
- SEO return on investment (ROI) exceeded 1,800%
Key insight
Eugene Pakharenko
The customer here is a foreman with a smartphone on site. Mobile UX, a cost calculator and Google Maps generated more leads than ranking growth in regular results.
Eugene Pakharenko