Chippindale Plant Limited is a family-owned business who offer the complete hire and sales solution for construction equipment such as plant machinery, tools, attachments and accommodation. They offer a customer-focused service across the North of England with a Head Office in Leeds plus an additional 8 depots in other locations.

With 70 years in the business, they are in the experts in their industry and they came to us for a little of our expertise. They wanted to increase their local presence in the organic search results to gain more footfall to their depots.

Our Strategy

Our first step was to come up with a working strategy to establish what their current position was in the SERPS. From there, we were able to come up with some changes to be made. This strategy was to be implemented across a 3-month period. Primarily, we wanted to increase the local ranking visibility of the plant and tool hire keyword terms and drive more organic traffic. 

How We Did This

The first part of our new strategy involved conducting keyword research into how customers searched locally within the plant and tool hire market. From this research, a content strategy was drawn up for the depot pages to help being found on local plant and tool hire terms. The pages were also adjusted to provide a better user experience for customers to encourage better engagement and more enquiries.

We then made use of the tools Google has to offer for improving the brand’s visibility. Firstly, we updated the Google My Business Profiles for each of Chippindale’s depots. This allowed us to add some key information about each of the depots. These profiles were also fully optimised in line with Google best practices. We also implemented a citation strategy to increase the name, address, and phone number mentions of the depots online. 

Finally, we ensured that the site was as optimised as possible and more locally orientated to key locations. 

The Results

This strategy led to amazing improvements for Chippindale in multiple areas. Ranking visibility presence across plant and tool hire terms has increased by 233% since the start of 2019, a knock-on effect has also been measured with a 67% increase in overall ranking visibility.

As a result, between January and August 2019 organic traffic to the depot pages increased 85%, primarily due to a 103% rise in new users coming to the site.

There have also been some fantastic results for the engagement rates of the depot pages. The bounce rate is down by 29% to 34% and the average session duration has increased to over 2 minutes. 

Chippindale asked us to improve their organic search results and depot footfall. We delivered a successful strategy which saw improvement in all areas they required and some more. If you would like help with any aspect of your business’s SEO or visibility, contact us today. We hope to deliver you results as brilliant as those we drove for Chippindale.

What The Client Said

“Working with Graham and everyone at Pedro is easy and productive, I wanted an experienced agency that could work with me on taking our website forward by tackling the technical SEO; while having an on-going dialogue with myself about strategy and moving the site forward. I’m incredibly pleased with the team in place right now and confident we will continue to achieve year after year.”

Dan Pearson – Marketing Manager – Chippindale