How Custom Truck One Source Grew Organic Visits 97% in a Competitive Equipment Vertical
Custom Truck One Source is the largest single-source provider of commercial trucks and equipment in the United States, spanning sales, rentals, parts and service. They partnered with Online Marketing Gurus in January 2021 to grow organic visibility across a highly competitive heavy equipment category and convert more of that visibility into enquiries.
97%
Increase in organic visits YoY
43%
Increase in organic conversions YoY
60%
Increase in organic ‘top 3’ keyword reach
Services
Industries
- Industrial
Challenges
- Several of the site’s category pages contained a low word-count and were not optimized
for a wide range of keywords. - Limited internal linking opportunities between the homepage, category pages and
product-level content. - Domain authority sat below competitors in a highly competitive vertical.
Our Approach
- Build keyword-rich content across the homepage and key category pages to target a
broader range of terms. - Create internal linking pathways that push authority into priority category pages.
- Support content with a targeted, quality-led link acquisition program.
The goal? Grow non-branded organic visibility and turn category page traffic into enquiries.
Strategy & Execution
- Category page content expansion, we created keyword-rich content optimized for
the homepage and several category pages, allowing us to target a broader range of
keywords while opening up internal linking opportunities. - Content growth plan for generic service pages, a structured plan to lift depth and
relevance across generic service content. - FAQ expansion, FAQ content built out across key pages in order to implement FAQ
Schema. - Targeted link acquisition strategy, authority built into the pages that mattered most
commercially.
Key Results
Key result within 7 months:
- Increased, organic visits by 97% YoY
- Increased, organic conversions by 43% YoY
- 60% growth, organic ‘top 3’ positions keyword reach
Additionally, we have:
- Increased domain authority by 19% (42 to 50) in a highly competitive vertical
- Content growth plan for generic service pages
- FAQ expansion in order to implement FAQ Schema
- Targeted link acquisition strategy
Ranking in top 3 within 7 months:
- Position 1 for bucket trucks – 14,800 Av. Monthly Vol.
- Position 1 for bucket truck rentals – 6,600 Av. Monthly Vol.
- Position 2 for dump trucks – 74,000 Av. Monthly Vol
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