Multifaceted Local Search Strategy Boosts Online Presence of TriGreen Equipment

Local SEO and reputation management work help boost organic traffic and improve the online presence of TriGreen Equipment.

Organic Search Traffic Growth

Onsite enhancements for user experience and usability, coupled with search-driven content recommendations, help bring more unique visitors to the TriGreen website.

Improved Local Visibility

Claiming and cleaning up the listings and citations for each of TriGreen’s dealership locations improves their online presence and increases their visibility at a local level.

Positive Online Reputation

Proactively addressing issues and negative reviews helps create a positive online reputation and build trust among current and prospective customers.

FHLB Des Moines

About TriGreen Equipment

TriGreen Equipment owns and operates 22 full-service John Deere dealerships throughout Tennessee, Alabama, and Mississippi. Each dealership offers new and used agricultural, construction, and lawn and garden equipment, including parts and service. With a wide range of products and services, including Honda Power Equipment and STIHL Power Tools, TriGreen strives to meet the evolving needs of their agricultural, precision farming, commercial mowing, government and military, and residential and commercial worksite construction customers.

Client Background

TriGreen Equipment partnered with Spinutech in 2017 to address multiple marketing challenges. First and foremost, organic search traffic to their website was low, particularly among the key markets they serve. TriGreen also claims 22 dealership locations throughout Alabama, Tennessee, and Mississippi, and many of them were appearing in online directories with an incorrect business name or contact information. A lack of customer reviews, and in some cases an abundance of negative reviews, was further impacting the trust and credibility of the TriGreen brand.

The Spinutech Approach

We developed a multifaceted campaign focused on organic and local search, starting with proactive onsite enhancements for user experience and usability. Our goal was to provide users with easy navigation, fast load times, and relevant content. To improve TriGreen’s online presence and visibility at a local level, we audited the online listings for all of their locations, claiming and cleaning them up to ensure accuracy and consistency. We also set up real-time automated alerts of online customer reviews to ensure timely follow-up, as well as recommended responses, and review solicitation to proactively capture positive reviews.

Spinutech U


Within six months of working with TriGreen Equipment, we were able to increase their site’s organic traffic by 29% year-over-year. TriGreen also saw a 33% increase in Google My Business listing conversions (click to call, click for directions, click to website), a 73% increase in number of reviews, and a 7% increase in aggregate review ratings across all locations.

After 18 months, the surge in organic traffic continued, with a 31.4% increase in organic traffic year-over-year. By 2018, 50% of all traffic to the TriGreen website came from organic search and was also the largest driver of traffic that converts (62% of all goal completions). .


Cleaned up structure

Technical SEO

Navigation updates and URL structure revisions, metadata and image optimizations, and strategic internal linking and CTA development are among the onsite enhancements that have helped improve TriGreen’s user experience and increase their site’s organic traffic and rank.

Custom Rates

Citation Management

Claiming and cleaning up listings on the top 10 citation sites, including Google and Facebook for each of TriGreen’s 22 dealership locations enabled us to improve their online presence and visibility at a local level.

Responsive Website

Review and Reputation Management

Being proactive about responding to negative reviews and review solicitation is critical to maintaining a positive online reputation and aiding online search results.

Services Utilized by TriGreen Equipment