Case Summary
Internet and digital mobility are changing our lives faster than ever before! It’s affecting various industries across the world in a number of creative ways and fundamentally changing the way we do business. Besides, 2020 taught us that there is no alternative to digitalization. A lot has happened in the last few years even in the construction industry, which usually stays unaffected. Our client, National Dispatching is a certified, women-owned business that provides professional procurement services geared toward the construction industry. They are more than a full-service equipment rental group and they provide many other products, services and solutions to fulfil their client’s complete requirements. Due to the pandemic situation, the demand for e-platforms that would connect construction companies and other businesses to machine rental companies as quickly and early as possible from anywhere and anytime arose. This meant that even companies in the construction industry had to take charge and use the internet to improve their services, widen their scope of marketing, and gain more clients.
Challenge
The official website of our client National Dispatching was not ranking on Google for the location Fresno, California. And the only way to attract potential clients to the website was a good proven SEO strategy. But, our exact challenge was not to rank the website on Google, but to achieve this goal in six months, where there was no initial ranking for even a single keyword. Another challenge was to increase the quality and quantity of traffic to the website. Besides, our clients wanted to focus specifically on their Construction Rental Equipment.
Our Approach
After a thorough analysis of the website, competitors, keywords, target customers etc., our team created a strategy plan to improve search engine optimization (SEO) and to observe the website rank improvement in the search-engine results. We don’t believe in shortcuts to success, so our strategy plan was a well-researched step by step process to the goal. To promote the Construction Rental Equipment category, we decided to create a new page to showcase each construction rental equipment and its specifications to drive more sales. We were sure that the combination of SEO techniques and Google Ads can help to achieve our goal within the time frame. Our team focused on the keywords like, "construction rental equipment in fresno", "heavy equipment rent in fresno" , etc which are the best target keywords for ND. We also planned to run Google Display Ads with stunning creatives and Search Ads which will be targeting keywords for each rental equipment.
Outcome
The website of National Dispatching –
- Ranked in the first page for the targeted keywords.
- Increased the website impression rate from 0% to 150%.
- Lowest average of CPM (Cost Per Thousand/Cost Per Mile) for the Brandawarness campaign. Which means our campaigns were highly cost effective.
- We gained an average of above 5% CTR (Click Through Rate) for the Search Ad Campaigns, where the normal avg CTR for rental construction industry is only 2%.
Result
The engagement focused on strengthening National Dispatching’s digital presence to support business growth. The website was enhanced with a clearer UI, improved content, and location specific pages, supported by focused SEO to improve search visibility. High performing Google Ads captured relevant demand, while content driven organic posts and videos on Meta platforms and LinkedIn supported ongoing visibility. Articles and backlinks on trusted platforms improved search authority. These efforts resulted in increased enquiries and enabled National Dispatching to expand its core operations into additional locations.
- CLIENT : National Dispatching
- URL : https://nationaldispatching.com/
- WEBSITE FOCUS : Lead Generation
- SERVICE PROVIDED : SEO & Google Ads
- BUSINESS TYPE : Business to Consumer
- CLIENT INDUSTRY : Rental Construction Equipment
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