We mapped 114 keywords across every section of the new site: equipment, rental, parts & service, site design, locations, and resources. Then we validated every one of them against live Google Ads search volume and organic difficulty data. The headline finding: the searches ICM's customers make are barely contested organically. The dealer that builds the right pages wins them.
Six things the numbers told us: four confirmations, one surprise, and one caution. Difficulty (KD) runs from 0 to 100 and scores the chance of cracking Google's top ten. Zero means the door is open.
Half the map, including nearly every commercial term, sits at keyword difficulty 0. "Rock crusher for sale" pulls 1,600 searches a month and is organically uncontested. The constraint isn't competition. It's building the pages.
"Rock crusher rental" and "concrete crusher rental" pull 880 searches a month each. Together they match the biggest for-sale term, with softer competition and advertisers paying $12+ per click on rental terms.
"Concrete curb machine" is the largest non-branded term on the entire map: 4,400 searches a month at difficulty 2. Some consumer intent is mixed in, but the GOMACO paving page should target it aggressively.
"Metso dealer," "McCloskey dealer," "GOMACO dealer": tiny volumes, zero difficulty, and territory-exclusive franchises. Advertisers pay ~$5 a click for these searchers because they close. Brand pages win them almost by default.
Every geo-modified term ("crusher rental utah," "rock crusher for sale arizona") reports below Google's volume threshold. That's normal for B2B heavy equipment. These terms are won with location pages and Business Profiles, and one conversion is a six-figure sale.
"Blow bars" reports 4,400/mo but the volume is almost certainly conflated with non-equipment meanings. "Mini rock crusher" (590/mo) is real volume but hobbyist intent, the wrong customer. Both stay on the map so nobody re-litigates them.
The strategy in priority order. Each bet maps to sections of the site architecture already planned. The keyword data now tells us these pages have demand waiting for them.
Brand pages for Metso, McCloskey, GOMACO, Masaba, and Eagle Iron Works, plus brand-parts variants like "metso crusher parts." Territory-exclusive franchises mean these SERPs belong to ICM; the pages barely have competitors. Highest return per hour of work on the entire map.
The Empire Southwest acquisition made ICM the new crushing dealer in Arizona, but the search results don't know it yet. A location page per branch plus state hubs, each with real content: staff, nearby inventory, and service radius, all paired with Google Business Profiles.
Head terms like "jaw crusher for sale" are marketplace-dominated, yet they sit at difficulty zero organically. MachineryTrader wins on inventory breadth, not authority. Category pages with filterable in-stock inventory, designed spec tables, and Product schema can crack these SERPs.
1,760 monthly searches across the two head rental terms, premium CPCs, and the site architecture already treats rental as a first-class view of the catalog. The rental page earns its own keyword targets, geo variants included.
"Jaw crusher vs cone crusher," "types of rock crushers," "how much does a rock crusher cost." These are the questions contractors ask before they buy, at near-zero difficulty. Eight resource articles are already written; the map defines the next twelve. Every article routes to the quote form.
The full working map: each keyword with live volume, difficulty, cost-per-click, the page it belongs to in the new architecture, and its build priority. Search, filter, and sort. P1 is where the work starts.
| Keyword | Category | Vol /mo | KD | CPC | Target page | Priority | Notes |
|---|
Vol: Google Ads US monthly searches; <10 means below Google's reporting threshold, not zero demand · KD: organic difficulty from 0 to 100 (chance of cracking the top ten); blank means ultra-niche, not in the difficulty database · CPC: what advertisers pay per click, a proxy for commercial value · P1 build first · P2 next wave · P3 later, monitor, or intentionally skipped (see notes)
Search volume, competition, and cost-per-click: DataForSEO Keywords Data API (Google Ads, United States, English). Organic keyword difficulty: DataForSEO Labs. Both pulled July 21, 2026. Target-page paths follow the information architecture in document 03; slugs adjust to the final build. Keywords marked "-" as a target were researched and intentionally rejected, kept on the map so the decision is visible.