Case Study

NAM Rentals

From 0 Search to AI Visibility

How NAM Rentals Captured the Toronto Construction Equipment Search in 6 Months with SEO + AEO

200+

Ranking Organic Keywords

289K+

Total Impressions

36.6K+

Organic Clicks

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The Objective

NAM Rentals - A construction equipment rental company serving the Greater Toronto Area (GTA), specializing in scissor lifts, boom lifts, mini excavators, and forklifts. Despite offering competitive rates and high-quality equipment, the brand had minimal digital presence and was virtually invisible in AI-driven search results when we began working for them.

The Challenge

Our branding design services are tailored to capture the essence of your business, our creating

No AI Visibility

Zero mentions in ChatGPT, Google AI Overviews, or Perplexity for high-intent queries like "scissor lift rental Toronto" or "construction equipment rental companies."

Low Organic Authority

Domain authority started from near-zero with a limited backlink profile and inconsistent local SEO signals.

Competitive Market

Dominant players, including DOZR, United Rentals, and Toromont Cat, controlled the digital landscape, making breakthroughs difficult.

The Strategy

We implemented a GEO-First (Generative Engine Optimization) strategy combining technical foundation, content architecture for LLMs, and local authority building

Phase 1: Technical Foundation & Local SEO

  • Implemented comprehensive schema markup (LocalBusiness, Product, FAQ) to help LLMs understand service areas and equipment inventory
  • Optimized Google Business Profile with equipment-specific categories, geo-tagged imagery, and structured service descriptions
  • Built location-specific landing pages for Toronto neighbourhoods and equipment types

Phase 2: AI-Optimized Content Architecture

  • Developed "Use Case" content modules for each equipment type
  • Created comparison content as well as voice search content for positioning NAM Rentals against larger marketplaces
  • Implemented LLM-targeted structured data to signal affordability, delivery speed, and equipment availability

Phase 3: Authority & Citation Building

  • Earned placements in high-authority industry directories and comparison listicles
  • Created FAQ sections answering conversational queries ("How much does scissor lift rental cost in Toronto?", "Best equipment rental for small contractors")
  • Established consistent NAP (Name, Address, Phone) signals across 50+ construction industry platforms

The Results (6-Month Impact))

AI Search Dominance

Metric Result
AI Overview Appearances Featured in Google AI Overviews for "affordable scissor lift rental Toronto," "best scissor lift rental Toronto," and "construction equipment rental companies Toronto."
SEMrush AI Visibility Score 14 (up from 0)
AI Mentions 30+ across ChatGPT, Gemini, and Google AI Overviews
Cited Pages in AI 39+ pages now referenced by LLMs

Proof Points:

  • Google AI Overview now lists NAM Rentals alongside major competitors (DOZR, United Rentals, Toromont Cat) for "affordable scissor lift rental companies in Toronto."
  • Featured in AI-generated comparisons for "best scissor lift rental in Toronto" alongside Anand Infra Rentals, Superior Crane, and NovaLift.

Organic keyword growth chart (Apr 2025 - Feb 2026): Steady upward trajectory from ~0 to 173+ ranking keywords, with acceleration in Q4 2025 and Q1 2026.

Local SEO Authority

Top 3 Google Maps ranking for "construction equipment rental Toronto" (12.5 km radius)

Prominent AI Overview citations highlight "fast, reliable delivery and flexible, short-term contracts"

Key Tactics That Drove Success

1. Conversational Query Optimization

Unlike traditional SEO that targets "scissor lift rental Toronto," we optimized for AI-native queries like:

  • "Tell me some affordable scissor lift rental companies in Toronto"
  • "What are the best construction equipment rental options in Toronto?"
  • "Who offers the most reliable boom lift delivery in GTA?"

2. Entity Recognition Strategy

We established NAM Rentals as a distinct entity in Google's Knowledge Graph by:

  • Consistent brand mentions across authoritative construction directories
  • Structured data implementation, marking up equipment types, service areas, and pricing signals
  • Cross-referencing with competitor entities (DOZR, United Rentals) in comparison content

3. AI-Specific Technical Implementation

  • FAQ schema on commercial pages to capture "People Also Ask" and AI Overview citations
  • Product schema for equipment inventory with availability, specifications, and pricing ranges
  • LocalBusiness markup with geo-coordinates for GTA service areas

Competitive Positioning

NAM Rentals now appears in AI-generated responses alongside:

  • National Marketplaces: DOZR, United Rentals, Cooper Equipment Rentals
  • Local Competitors: CanLift Equipment, Torcan Lift Equipment, Aerial Plus Inc.
  • Specialized Providers: NovaLift, Superior Crane

Unique differentiators now visible in AI Overviews:

  • "Known for fast, reliable delivery and flexible, short-term contracts."
  • "Focuses on affordable and high-quality scissor lift rentals."
  • "Every unit is inspected, maintained, and delivered ready for use across the GTA."

From invisible to Industry Presence

What began as a brand with virtually no digital footprint evolved into a company now referenced alongside some of the largest equipment rental providers in the market. The strategy did more than generate rankings - it established NAM Rentals as a trusted entity within search ecosystems and AI-generated answers.

In a highly competitive industry, this shift positioned the company to capture demand that previously flowed almost exclusively to their larger competitors.

Why clients choose to work with us repeatedly?

We bring a broad range of capabilities to the table, but clients most often engage us for SEO, PPC Management, Website Redesign, and MVP Development.

Luv is an enthusiastic and confident team member with rich and varied experience managing digital marketing strategies internationally. We are pleased to have helped add to his Canadian perspective which has also benefited Excellence Canada with growth in followers and engagement across all social media.

Russ Gahan
Russ Gahan
Vice President, Operations, Excellence Canada

Luv stepped in to support our social media plan at a time when the organization was going through resource changes, ramping up quickly to produce content across all social platforms. He anchored his work to the purpose, and showed up with commitment and creativity. Luv is talented at what he does, and I look forward to seeing his career unfold! He is also a delightful person who brings warmth and positivity to all team settings, both in person and virtually.

Jennifer Elia
Jennifer Elia
Award-winning workplace culture advisor and HR strategist

Luv has been working as a Manager, at Canada's Marketing Hall of Legends, AMA Toronto, under my supervision since 2021. I have been impressed by his essential project management skills, dedication, and creativity. He shows great attention to detail and has a rich experience in content and customer relationship management and understands the marketing dynamics. He is a hard worker and a talented young man and is indeed a delight to work with.

Jacob Kessler
Jacob Kessler
President, Brand Voice Inc

Luv is an excellent person to have on the team. He takes time to understand the ask of an assignment and follows through. He's diligent, knows the right flavors to add per the audience be it print or digital campaigns, creatives, videos, product or brand content. Never misses deadlines, keeps stakeholders aligned and a pleasure to work with.

Jacob Kessler
Pratiti Lagna Mohanty
AVP, Product & Strategy, TATA AIG

If ever I have to look for a perfect mapping of creativity with business understanding, I would reach out to Luv. Not only does he strive hard to deliver his best, he also sets an example for his team and gets the best out of them too. He never shies away from taking calculated risks and has a bias for action, which makes him a great resource to have.

srijan
Srijan Srivastava
Key Account Manager - Chains, Indian Subcontinent

Their professionalism and boundless creativity are truly exceptional. Over the past year, they've consistently delivered outstanding results for our business. Luv and her team resolved our hosting crisis in record time, preventing what could have been a significant business loss. Their SEO expertise and social media content strategy have significantly boosted our organic traffic, delivering real results we can measure. Recently, we embarked on the exciting journey of re-launching our website, and the outcome is nothing short of breathtaking. The team not only understood our vision but skillfully brought it to life! We're absolutely thrilled with the transformation and the ongoing partnership with OmniVue Marketing!

srijan
Vishal Anand
Co-founder, Secure Shield Security Inc.
Built to scale from MVP to market dominance

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