Construction

How We Generated 200+ Phone Calls for StoneCo in 6 Months With Local SEO

StoneCo supplies crushed stone, sand, gravel, and limestone across Michigan, supporting construction, commercial, and agricultural projects of every size. After launching a new site, they partnered with Avalanche to turn visibility into real demand through SEO.

  • Growth Metric

76%

YoY Increase in Conversations (Sept ’25)

109

Organic Conversions in May 2025

68%

YoY Increase in Organic Traffic (July 2025)

246

Phone Calls From a Single Google Business Profile in Six Months

About the Client

StoneCo is a Michigan-based crushed stone and aggregate supplier operating limestone quarries, sand and gravel plants, rail terminals, and portable plants across the southern lower peninsula. They support MDOT, ODOT, commercial, agricultural, and municipal projects.

The Problem

StoneCo had growing search visibility, but no consistent system for turning that demand into phone calls and quote requests. Local search was generating activity, yet lead attribution across locations was unclear, making it difficult to understand what was actually working. Core product pages lacked enough local intent to fully capture “near me” and city-based searches. No tracking and limited historical data made performance harder to evaluate, especially with strong seasonality. Add in the natural limits of writing content in a highly technical, aggregate-driven industry, and it became clear that StoneCo needed more than incremental SEO improvements.

The Solution

We turned organic search into a steady source of qualified leads. By expanding StoneCo’s product pages and product-location pages, we captured high-intent searches across Michigan that were previously going untapped. Educational blog content played a key role in StoneCo’s rise from 37 SERP-featured keywords to 970, and 233 total keyword rankings to more than 2,200 in just 18 months. Google Business Profile optimization turned local visibility into hundreds of inbound calls, while CRO improvements helped turn clicks into conversions. With stronger tracking in place, StoneCo can now clearly see which products, locations, and pages drive real demand. The result is a repeatable system that supports seasonality, scales across locations, and consistently ties SEO work to measurable business outcomes.

Our Strategy

    • Local SEO & GBP Management
    • GA4 & Looker Studio Reporting
    • Product & Product-Location Page Content
    • CRO Campaigns

Our SEO Services

SEO Services

Comprehensive SEO planning and execution

Web Development

Website optimization and performance

Keyword Research

In-depth keyword analysis and targeting

Content Marketing

Strategic content creation and optimization

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