Makana Machinery Case Study

SEO · Paid Ads · Lead Generation · Content Strategy

About Makana Heavy Machinery

Makana partnered with us ahead of the global launch of its heavy machinery marketplace, a Dubai-based digital platform connecting buyers and sellers of inspected industrial equipment worldwide through auctions and direct sales. The platform offers excavators, cranes, loaders, dozers, road machinery, and other heavy equipment backed by detailed inspection reports, ultra-HD 360° machine views, financing options, and global shipping support. Built as a digital-first marketplace for international buyers and sellers, Makana was designed to bring greater transparency and trust to heavy equipment trading at scale. As a new entrant in a highly competitive sector, Makana needed a site engineered for scalability, visibility, and conversion, with a robust SEO foundation built for international growth.

The Challenge

As a new entrant in a sector still dominated by traditional dealerships and offline networks, Makana needed to establish strong digital visibility, attract high-intent buyers, and build a scalable pipeline of equipment sellers from day one. Key challenges included:

Competing for Search Visibility

Securing visibility for both global and region-specific high-intent search terms, including “used excavators for sale,” “buy used forklifts,” and location-driven queries such as “heavy equipment auctions UAE”

Attracting High-Intent Buyers

Structuring paid acquisition to attract qualified buyers with clear purchase or auction intent, rather than low-intent browsing traffic.

Positioning Three Marketplace Models

Defining and communicating Makana’s value proposition across its three core marketplace pillars Auctions, Buy Now, and Consign (Sell to Us) while differentiating the platform from traditional dealers and competing heavy equipment marketplaces through expert reviews, transparency, and digital-first buying experiences.

Capturing Equipment Search Demand

Designing listing and category pages to capture search demand for specific equipment types, brands, and machine models at scale.

Reaching Qualified Sellers

Building a seller acquisition strategy to reach fleet owners, contractors, and businesses looking to dispose of equipment.

Our Approach

We worked hand-in-hand with Makana’s development team from the earliest stages of the build, aligning every structural decision with long-term SEO performance and future paid media scalability.

Our strategy focused on designing a clean, logical site architecture, implementing dynamic on-page optimisation across hundreds of pages, and preparing the platform for rapid indexation, high-intent Google and Meta Ads campaigns, and ongoing performance marketing integration.

The Process

We executed a fully integrated strategy across three build phases and four ongoing channels:

01

|

Architecturel

  • Defined folder and subfolder taxonomy to support scalability across equipment types and geographies
  • Mapped crawl paths and internal linking flow to maximise equity distribution across the site
  • Created URL logic for scalability, ensuring every future listing and category page inherited a clean, indexable structure
  • Designed category hierarchy aligned with buyer search behaviour and marketplace depth
02

|

Automation

  • Built dynamic Meta Title and H1 templates across hundreds of listing and category pages
  • Automated canonical, hreflang, and Open Graph tags to prevent duplication, support international SEO, and improve social sharing. 
  • Implemented schema markup and breadcrumb logic for rich search result eligibility
  • Enabled page-level customisation using dynamic data such as equipment type, brand, and location to improve relevance across listings
03

|

Pre-Launch

  • Conducted crawl simulation and indexation tests to identify and resolve issues before go-live
  • Performed Core Web Vitals and load-time audits to ensure technical performance met search engine thresholds
  • Optimised Sitemap and robots.txt configuration for clean, efficient crawl coverage
  • Completed GA4 and Google Search Console configuration for full measurement readiness from day one
04

|

Ongoing Paid Ads

  • Tightly themed Google Search campaigns segmented by equipment category, model,
    condition, and buyer intent – auction registration, direct purchase, and sell-to-us – with
    dynamic Sales Catalogue campaigns powered by live inventory feeds via Google
    Merchant Center and Meta Commerce Manager
  • Rigorous negative keyword management to filter non-commercial traffic and protect
    budget efficiency
  • Remarketing campaigns targeting visitors across longer B2B and cross-border buying
    cycles
  • Defined conversion criteria across buyer and seller journey stages, with optimised flows
    to reduce friction and capture intent signals
  • Automated email nurture sequences for registered users not yet ready to bid or buy
  • Content gap analysis across high-demand equipment categories, brands, and machine
    types

The Results

| SEO

+400

Technical errors fixed

#1

Ranked 1st for machinery auction

+50

Keywords ranked in 3 month

| Paid Ads

+15%

Conv. rate in Google ads

-100 AED

CPL less than 100 on paid social

2X

Doubled ad spend over 6 month

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