In Australia's $5B+ equipment rental market, Coates isn't just competing—it's defining the category. With 3,684 employees and $1.5B in revenue, they've transformed from a traditional hire business into an end-to-end project solutions provider. But the real story is in their digital playbook: 73% of their 133K monthly visitors come from organic search, a feat most B2B giants struggle to achieve.

"Coates doesn't just rent equipment—they've built a digital moat where 73% of traffic arrives organically, turning 'coates hire' into a category-defining search term."

What's most revealing is their traffic distribution: 93% of visitors come from 'undefined' countries, suggesting either a data tracking issue or a hyper-localized Australian strategy that's so effective it appears as a single market. For a company with 3,684 employees, this isn't a scale play—it's a precision play. Every branch, every piece of equipment, every digital touchpoint is engineered to capture local intent at national scale.

• Brand-to-category SEO: Owns 'coates' (3,690 monthly searches) and captures misspellings
• Digital-first infrastructure: 73% organic traffic vs. 23% direct—proving discoverability over familiarity
• End-to-end solutions: From tools to project management, they've expanded beyond rental into full-service
• Executive tech alignment: CIO Helen Angell leads digital transformation from the top
• Social proof engineering: Active across YouTube, LinkedIn, Instagram, and Facebook—rare for heavy industry