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Yancey Bros. is Georgia’s Caterpillar dealer and the oldest Caterpillar dealer in the United States. Founded in 1914 and based in Austell, GA, Yancey Bros. operates more than 30 sites statewide, including 17 machine centers and multiple rental locations. They sell and service earthmoving, mining, and construction equipment, and supply power generation systems along with truck and bus support. With more than 2,000 team members, their expertise spans construction, roadbuilding, mining, aggregates, forestry, manufacturing, transportation, and agriculture.

The Problem

Yancey partnered with LeadPoint Digital in 2018 to grow organic search visibility year-over-year and keep attracting their target audience through SEO. Alongside those goals, they needed a new website with modern usability, built to handle the scale of their business, that let them continuously add content and post equipment updates and rentals.

Yancey website screen grab

The Solution

LeadPoint Digital created multifaceted SEO campaigns and designed a new website to leverage their foundation in the heavy equipment industry. We’ve continuously revised our search engine optimization strategy to achieve the moving goals of the SEO program.

30 %

Increase in Clicks to Purchase Equipment Online

52

Keywords in the Top 3 Positions

57 ,661

Organic Visitors Statewide

How We Got There

LeadPoint Digital held weekly meetings with Yancey to better understand their products, their customers, and their competitive advantage in the market. We consistently revisited our strategy to evolve with the digital world and Yancey’s business goals. The website design was a six-month-long process that began with the development of a sitemap, navigation structure, and a new design direction.

  • Created two targeted, authoritative articles per month related to our keywords
  • Implemented an 11-point keyword density program optimizing every website page
  • Optimized Google Business Profile, Apple Maps, Amazon Alexa voice search, Siri voice search, Yelp, Bing, Yahoo, and an additional 50+ business directories
  • Updated Google Business Profile with monthly promotions regarding new, used, and rental equipment focused on target keywords
  • Added products to all 34 of Yancey’s Google Business Profile locations
  • Made ongoing copy edits to existing pages for clarity and search relevance
  • Website design and build

The Results

Long-run SEO compounds. Eight years of continuous optimization means Yancey now occupies the top of the results page for the searches that matter most to their buyers. This didn’t happen overnight. We achieved it through steady accumulation of rankings, listings, and content.

  • 2022 PRSA Blue Ridge Summit Award for our SEO program
  • 21,020 unique visitors from organic search engine listings in Atlanta
  • 11,000 clicks to rent equipment online, an increase of 25.7% from the previous year
  • 57,661 unique visitors from organic search engine listings in the state of Georgia, an increase of 7.6% from the previous year
  • 20.4% increase in machine request form submissions
  • 30% increase in clicks to purchase equipment online
Yancey store in Georgia