- Used Packaging Equipment LLC
A performance-driven revamp that turned an outdated parts directory into a high-converting lead machine.
Introduction
Used–Equipment.com is a heavy equipment resale platform connecting buyers and sellers of surplus parts across construction, mining, and transportation industries. With hundreds of listings ranging from hydraulics to engines, the site was an early player in the niche—but its infrastructure hadn’t kept up with user expectations or search algorithms.
The challenge
Despite housing valuable inventory, the site was difficult to navigate, poorly optimized, and lacking structured content. Listings weren’t being indexed properly, mobile experience was clunky, and organic reach was declining. The brand needed a digital overhaul to improve search visibility, usability, and lead generation.
While PPST Solutions had a solid offline reputation, their website struggled to serve their audience effectively. Key product specs were buried, the site was difficult to navigate, and performance issues made mobile usage clunky. SEO was an afterthought, and organic visibility was weak. The brand needed a cleaner, more informative experience to convert technical users—and a smarter SEO strategy to reach them.
Before working with Adverra, Hamilton Marine’s digital presence had potential for improvement. Search rankings were not consistently high, and there was an opportunity to optimize content for better visibility. With a need to increase organic traffic and improve user engagement, the company aimed to reach more customers searching for marine supplies online.
Inventory Indexing & SEO Structure
Turned product listings into searchable, indexable lead drivers.
We restructured the site to ensure each listing had proper metadata, schema markup, and internal links. Category pages were rebuilt around high-intent keywords like “used Caterpillar parts” and “surplus hydraulic pumps.” This helped increase crawlability and rank coverage while keeping navigation intuitive for buyers.
Commercial Intent Keyword Strategy
Focused on buyer-ready terms across niche verticals
Through deep keyword research, we identified long-tail queries tied directly to parts purchasing (e.g., “used John Deere hydraulic pump” or “buy Komatsu engine online”). We mapped these to category and product pages, ensuring meta titles, headers, and internal links aligned with searcher intent—leading to increased relevance and rankings for transactional terms.
Content & Link Authority Expansion
Built topical authority through industry-driven value
We launched SEO content clusters targeting equipment care, compatibility, and resale value—anchored by internal links to key pages. At the same time, we executed a backlink strategy focused on trade blogs and parts suppliers, increasing domain trust and organic footprint in competitive searches.
“Working with Adverra has been a game changer. Our listings are getting more traction, users are staying longer, and quote inquiries have gone up significantly. They understood exactly what our audience needed—and delivered.”
James Reilly
Operations Manager, Used–Equipment.com
