233.33% Increase in Organic Leads: How Hyster-Yale Strengthened Non-Brand Visibility in a Year

Hyster-Yale faced challenges in achieving strong visibility for non-brand, high-intent keywords despite its established global reputation. Most of its search presence was concentrated around branded terms, limiting its ability to attract new users actively searching for industrial equipment solutions.

This created a gap in reaching broader commercial audiences, particularly during early-stage research and high-intent discovery searches. As a result, organic traffic growth and lead generation potential were not fully maximised.

• Low rankings for non-brand keywords
• Limited visibility in competitive industrial search results
• Over-reliance on branded search traffic
• Missed opportunities to capture new high-intent audiences

This highlighted the need for a structured SEO strategy focused on technical improvements, content expansion, and authority building.

Verz Design implemented a comprehensive SEO strategy designed to improve both technical health and content relevance across key pages. The approach began with a full technical audit to identify site-level issues affecting indexing and ranking performance.

A detailed keyword research exercise was then conducted to identify high-value non-brand search terms aligned with user intent and industry demand. These insights guided the optimisation of key categories and service pages.

• Conducted a full technical SEO audit to improve site performance
• Performed in-depth keyword research focused on non-brand terms
• Enhanced on-page content to improve keyword relevance and density
• Optimised key category pages for search intent alignment
• Implemented backlink building strategy to strengthen EEAT signals

These combined efforts improved both search engine understanding and domain authority, supporting stronger rankings across priority keywords.

Within the 12-month period, Hyster-Yale achieved measurable improvements across key SEO performance indicators.

• 233.33% increase in organic leads, showing improved conversion from organic search traffic.
• 70% of keywords reached page one rankings, significantly improving search visibility for non-brand terms.
• 196.23% increase in organic sessions, reflecting stronger traffic acquisition from search engines.

These outcomes demonstrate both improved discoverability and stronger business impact from SEO-driven traffic.