StoneCo
How we generated 200+ phone calls for a Michigan aggregate supplier in six months with local SEO. Quote requests, not just traffic.
Measured against the prior year. Organic search and Google Business Profile only.
A Michigan aggregate supplier with a new site and no growth
StoneCo supplies crushed stone, sand, gravel, and limestone across Michigan. They operate limestone quarries, sand and gravel plants, rail terminals, and portable plants across the southern lower peninsula, supporting MDOT, ODOT, commercial, agricultural, and municipal projects.
After launching a new website, they partnered with Avalanche to turn growing visibility into real demand: phone calls and quote requests they could trace back to a product and a location.
✓ We delivered.
What was broken, and what we did about it
Search visibility was growing. Nobody could say which products, locations, or pages were producing the calls. Here's the audit, line by line.
Before — the problem
- ✕Visibility without a system. Local search created activity, but no repeatable way to turn it into calls and quotes.
- ✕ Unclear attribution across locations. Multiple quarries and plants, no way to tell which one a lead belonged to.
- ✕Product pages with no local intent. “Near me” and city-based searches went uncaptured.
- ✕No tracking, little history. Strong seasonality made performance nearly impossible to judge.
- ✕A technical industry to write for. Aggregate content is hard to produce well, so little of it existed.
After — the fix
- ✓Product and product-location pages. High-intent searches across Michigan that were going untapped.
- ✓GA4 and Looker Studio reporting. Every call and quote tied to a product, a location, and a page.
- ✓Google Business Profile optimization. 246 phone calls from a single profile in six months.
- ✓ CRO campaigns. Clicks turned into conversions: 109 organic conversions in May 2025 alone.
- ✓Educational blog content. 37 SERP-featured keywords became 970, and 233 rankings became 2,200+.
Eighteen months, four major moves
Tracking first, so seasonality couldn't hide the results. Then pages, then local, then conversion work.
Make it measurable
GA4 events and Looker Studio dashboards so every call and quote request maps to a product, a location, and a page.
Build the pages
Product pages expanded, product-location pages added for the cities and counties they actually serve, plus educational blog content for a technical industry.
Turn local into calls
Google Business Profile optimization across locations. One profile alone produced 246 phone calls in six months.
Compounding the gains
109 organic conversions in May, organic traffic up 68% in July, conversions up 76% year over year in September.
Rankings that show up in the results people actually click
SERP features are the answer boxes, map packs, and rich results above the ten blue links. StoneCo went from 37 featured keywords to 970 in 18 months, driven by blog content that explains aggregate products the way a buyer asks about them.
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What this took, in plain terms
How fast did the leads show up?
The full picture took about 18 months.
Tracking went in first. Product and location pages followed. By mid-2025 the results were stacking: 109 organic conversions in May, traffic up 68% in July, conversions up 76% year over year in September.
Where did the growth come from?
Organic search and their Google Business Profile.
Every number on this page is organic. Paid channels are measured separately and not included.
How do you attribute leads across multiple quarries and plants?
GA4 events and Looker Studio dashboards, set up before anything else.
Each call and quote request is tied to the product, location, and page that produced it. That is how StoneCo can now see which sites drive real demand, even with strong seasonality.
Isn’t aggregate too technical to write content for?
It is harder than most industries. It is also why it worked.
Few competitors publish educational content about crushed stone, sand, and limestone. Answering buyer questions well took StoneCo from 37 SERP-featured keywords to 970.
Would a supplier in another state see the same numbers?
Not identical ones.
Starting point, competition, and how many locations you operate all change the math. What transfers is the sequence: measure first, build product-location pages, optimize each Google Business Profile, then work on conversion.
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