B2B SEO does the heavy lifting for 59% more enquiries

Brief

MCT Equipment needed to grow organic visibility and convert decision-makers in construction, civil, and infrastructure into sales enquiries for high-value machinery.

• Increase organic sessions beyond 4,200
• Rank at least 25 of 28 core keywords on page 1
• Lift organic enquiries by 30%+
• Build sustainable visibility for key equipment categories

Challenges

• Content gaps: thin or missing pages for priority equipment categories
• Limited resources: lean in-house SEO capability and dev availability
• Legacy tech issues: indexing inefficiencies, redundant tag pages, weak internal linking

Strategy

Audience and targeting

Focused on operations managers, procurement leads, and owners searching for reliable heavy equipment across Australia.

• Mapped transactional queries with regional intent
• Prioritised categories like telehandlers and rotating telehandlers
• Aligned landing pages with evaluation and comparison behaviours

Content expansion and optimisation

• New landing pages with clear commercial intent, structured data, and strong CTAs
• Modular page templates for rapid scale across categories
• Support articles (e.g. comparisons) to capture long-tail and consideration searches

Technical SEO improvements

• Sitemap and robots.txt refinement; canonical cleanup
• Product and breadcrumb schema for richer SERP appearance
• Image compression and code cleanup for faster load on mobile and desktop

UX and conversion enhancements

• Simplified enquiry forms with on-page anchors to reduce friction
• Improved navigation and hierarchy across product pages
• GA4 and heatmaps used to remove conversion blockers

Results

• Organic sessions: 3,100 to 4,309 (+39%)
• Organic enquiries: 186 to 295 (+59%)
• Keyword growth: 26 core terms on page 1; 14 in the top 3
• ROI: significant uplift from qualified leads in a high-ticket B2B market

Outcome

The site became a consistent, high-value lead engine. Precision SEO, scalable content, and data-led UX delivered commercial results—not just rankings.

Want B2B SEO that drives real enquiries and revenue? Let’s talk SEO.