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An Oakville crane and forklift manufacturer with a catalogue nobody could find. Fifteen months of continuous data, and average position roughly halved.
High Reach has served Ontario since 1982, renting and selling Broderson carry deck cranes and Versa-Lift rigging forklifts, and building its own ORION high-capacity machines in Oakville. Serious equipment with serious buyers.
The difficulty was that industrial buyers search by model, not by category. Nobody types "forklift company". They type "versa lift 40/60" or "orion 40k", because they already know what they need. A site organised around the company rather than the catalogue is invisible to every one of those searches.
The site also had no depth. A handful of pages covering an equipment range that runs to dozens of machines, each with its own specifications and its own buyers looking for it by name.
A site structured the way buyers search, with a page for every machine and every model line, then fifteen months of steady SEO work on top.
Separate pages for each Versa-Lift capacity and each ORION machine, so a buyer searching a specific model finds that model rather than a category page.
Three different intents, three different paths, rather than one page trying to serve all of them.
Dedicated sections for Broderson, Versa-Lift and ORION, which is how the trade refers to them.
Continuous keyword work, new pages as the range expanded, and monthly reporting. This is not a launch-and-leave project.
Google Search Console, June 2025 to August 2026. Continuous, with no tracking gaps.
Across the full period the site drew 491,297 impressions and 6,625 clicks. Position improved steadily rather than spiking, which is what sustainable SEO looks like as opposed to a temporary lift.
The equipment pages are not supporting content. They are the business. Each one ranks for the model it covers, which is exactly how these buyers search.
| Page | Clicks | Position |
|---|---|---|
| ORION forklifts | 725 | 6.7 |
| Versa-Lift 25/35 | 296 | 6.7 |
| Versa-Lift 40/60 | 228 | 8.1 |
| Versa-Lift 60/80 | 216 | 8.7 |
| Versa-Lift 17/25 | 211 | 12.7 |
| Equipment index | 207 | 7.4 |
The site holds position 2 for "orion forklift" and sits on page one for the Versa-Lift model searches. Roughly 43% of clicks now come from searches that have nothing to do with the company name, which is the number that matters. Brand traffic tells you people already knew about you. Non-brand traffic is new business.
"High reach forklift" draws 7,985 impressions at position 21.8. That is a page-two term with real volume, and it is the next thing to move.
Saying so is deliberate. A case study that presents a project as finished is either dishonest or describes a client who stopped investing. Fifteen months in, this account still has obvious ground to take, which is the normal state of any SEO engagement worth running.
Send me your URL and I will send back a plain-English audit of what is working, what is not, and what it would take to fix. No charge, no pitch deck.