SEO Migration & Digital Visibility Turnaround for Arapahoe Rental

Case Study

Overview:

Arapahoe Rental, a multi-location regional equipment rental provider, faced a major decline in organic visibility and online business following a platform migration. When JCT Growth came into the picture, Arapahoe’s digital presence had suffered significantly; critical redirects were missing, categories were misaligned with search behavior, and product naming conventions weren’t optimized for discoverability.

We knew we had our work cut out for us. And we had to act fast to turn things around and help Arapahoe on the local SEO front before their next peak season.

In just a few months, we helped Arapahoe rebuild its online presence, recover lost location-specific traffic, and ultimately drive meaningful growth in search visibility, customer actions, and revenue.

62% increase in key purchase events during peak weeks YoY

Peak season organic traffic up 47% YoY

Position 1 ranking increased 99%

The Challenge:

Arapahoe transitioned to a new web platform without implementing 301 redirects or maintaining SEO continuity. As a result:

Organic traffic plummeted
Search rankings were lost across high-converting keywords
Products were named in overly technical or internal-facing ways
There were few or no properly structured categories based on how real customers search
Location-based visibility on Google Maps dropped
In-store traffic and phone calls began to decline

Without a clear GA setup, it was initially difficult to assess the full extent of lost visibility—but the business felt the impact sharply.

Our Solution:

We began working with Arapahoe Rental during their off-season, when customer volume was low. This allowed us to make impactful changes before their busy season.

Key Actions:

Redirect Strategy: Implemented comprehensive 301 redirects to recapture lost authority and search rankings.

Search Intent Alignment: Audited and restructured category taxonomy to match user behavior (e.g., supplemented “Earth Moving Equipment” with searchable terms like “Skid Steers” and “Scissor Lifts”).

Product Renaming: Updated product names from internal codes (e.g., Lift Boom Towable 34”) to plain-language, SEO-friendly labels.

GMB Optimization: Improved Google Business Profiles by correctly categorizing them (e.g., as a propane dealer).

Content Enhancement: Created keyword-optimized category pages and added relevant on-page content where possible.

Reputation Management: Designed and launched review generation campaigns, including QR codes for in-store prompts and email-based outreach using historical customer data.

The Results:

By the beginning of the next busy season, Arapahoe saw strong performance gains across all key metrics: Organic Traffic, Website Actions, Phone Calls, Google Driving Directions, and GMB Web Visits

Keyword Rankings: We tracked over 100 keywords per location across desktop, mobile, and map search. Position 1 rankings jumped from 362 to 723 keywords—a 99% increase.

Added Value: Propane Services

We uncovered that Arapahoe also sold propane—a lucrative yet under-promoted service. By highlighting this in their local SEO strategy and GMB setup, and adding a propane page category to their top site with strategic value-oriented copy, Arapahoe saw increased foot traffic and conversions for propane sales. Their full-tank refill model (20 lbs. instead of the usual 15 lbs. from gas stations) became a key differentiator.

Conclusion:

This project demonstrates how a comprehensive SEO migration and optimization strategy — done right and aligned with how real customers search — can completely transform digital performance. Arapahoe didn’t just recover lost ground. They built a strong foundation for sustainable growth, with significant increases in both online visibility and in-store business.

Ready to Reclaim Your Visibility?

If your business has suffered from a platform migration, poor SEO setup, or declining local visibility, we can help.

Let’s talk about turning your digital presence into a real revenue source that gets customers on the phone and through your doors.

Related Wins

Arapahoe isn’t unique. We’ve helped multiple equipment rental companies. See more of our digital marketing successes for construction rental equipment.