Jackson & Gocher is a long-established, independent tool and plant hire company serving customers across Surrey. With decades of experience and a strong reputation for reliability, they supply a wide range of equipment for construction, landscaping, maintenance and DIY projects.
Despite their strong offline presence and loyal customer base, their website was not generating the level of visibility or enquiries needed to support long-term digital growth.
What We Set Out to Achieve
When we began working with Jackson & Gocher in February 2021, the website faced several clear challenges.
Traffic levels were low, limiting the number of potential customers discovering their services online. Core service and category pages lacked depth, making it difficult for search engines to understand the full scope of their offering, from heating and cooling supplies to lifting and handling equipment. This also meant the site struggled to compete for key local and commercial search terms.
We set out to build a stronger digital foundation. The goal was to increase visibility, improve keyword coverage and position Jackson & Gocher as a leading tool and plant hire provider in their region.
What We Did to Support Long-Term Growth
Before implementing any changes, we reviewed the website to identify the areas limiting performance. This included assessing page structure, content depth and how well each section aligned with search intent. By understanding where gaps existed across key service and category pages, we created a clear plan to improve relevance, strengthen visibility and ensure the site better reflected the full scope of Jackson & Gocher’s offering.
Strengthening Category And Service Page Content
We focused on improving the pages that matter most for both users and search engines by expanding category and service page content.
We restructured key pages with clearer headings, improved keyword targeting and more detailed, user-focused information. We also strengthened internal linking between related categories and products to improve navigation and help search engines understand page relationships.
This ensured each page aligned with real search intent and better reflected how customers look for specific tools and equipment, so whether they were searching for gardening and landscaping supplies or safety equipment, they would find Jackson & Gocher.
As a result, users could find the right products more easily, while the site gained stronger visibility across core hire-related searches.
Building Authority Through Backlinks
Alongside on-site improvements, we implemented an ongoing backlink strategy to strengthen domain authority.
We focused on securing relevant, high-quality links that support credibility within the hire and construction sector. This consistent approach helped reinforce trust signals and supported the performance of newly optimised pages.
By building authority over time, we improved the site’s ability to compete for more competitive search terms.
This contributed to stronger rankings, increased visibility and more consistent performance across key service areas.
Consistent SEO Improvements Over Time
Rather than relying on short-term changes, we delivered consistent monthly SEO work to support long-term growth.
We continuously refined content, improved internal linking and strengthened the overall site structure based on performance data and search trends. This allowed us to adapt the strategy as the site evolved.
This ongoing optimisation ensured the website remained aligned with user behaviour and search demand.
As a result, the site built momentum over time, leading to steady improvements in traffic, keyword coverage and overall visibility.
Planning Future Content Expansion
Alongside current improvements, we identified opportunities to expand the site’s content strategy further.
We planned a structured blog approach focused on capturing early-stage search demand and providing useful guidance to potential customers. This includes topics around equipment selection, project advice and common hire questions.
This would allow the business to reach users earlier in their journey while strengthening topical authority across key service areas.
As this is implemented, it will support additional traffic growth and further strengthen long-term SEO performance.
The Results
Since the start of the campaign in February 2021, Jackson & Gocher has seen steady and sustained improvements in performance.
Organic traffic has increased consistently, bringing more potential customers to the website each month. Keyword coverage has expanded significantly, with more pages ranking for relevant hire and equipment-related searches.
Visibility across core service areas has improved, helping the business compete more effectively within its local market. These gains have not come from short-term changes, but from ongoing optimisation and a clear, structured SEO strategy.
A Stronger SEO Foundation for the Future
After more than five years of continuous SEO work, Jackson & Gocher now has a far stronger digital presence. The website is better structured, more visible in search and aligned with how customers look for tool and plant hire services.
The next phase will focus on expanding content opportunities and continuing to build authority, ensuring growth continues as search demand evolves.
Want Results Like This?
If you want to increase your visibility, attract more customers and build long-term growth through SEO, our team can help.
We create strategies that deliver consistent, measurable improvement over time. If you are ready to strengthen your online presence, get in touch with Outrank today.