dickey-john.com
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The Analog Giant in a Digital Field
How a 50-year-old agricultural electronics company quietly dominates a niche market
While Silicon Valley chases AI and autonomous tractors, DICKEY-john has spent half a century perfecting the art of measuring moisture in grain. It's a masterclass in focused dominance.
"They don't sell to farmers—they sell to the people who sell to farmers. And that makes all the difference."
The Invisible Infrastructure
DICKEY-john isn't a consumer brand. Their $16M revenue comes from selling controllers, moisture testers, and sensors to equipment manufacturers and grain elevators. With only 73 employees, they generate an impressive $220K revenue per employee—indicating highly specialized, high-margin products. Their traffic is 65% undefined (likely direct B2B relationships), proving they don't need Google to find their customers.
Niche Precision
Their top keywords reveal their strategy: 'dickey john controllers' (200 monthly searches), 'm-3g dickey-john moisture meter' (260 searches), and 'grain moisture tester' (140 searches). These aren't broad agricultural terms—they're specific product queries from professionals who know exactly what they need. The 200 monthly searches for NH3 flow meters show they're deeply embedded in fertilizer application systems, a critical but unglamorous part of modern farming.
The tech stack tells a story of pragmatic evolution. They use jQuery and Bootstrap alongside modern tools like Tailwind CSS and Google Analytics. This isn't a startup rebuilding their stack every year—it's a stable company making incremental improvements. The LinkedIn Insight Tag and Facebook Pixel suggest they're serious about B2B lead generation, but with only 8,144 monthly visits, every visitor is likely a high-intent prospect.
- Revenue per employee: $220K (efficient for industrial hardware)
- Organic traffic dominates (52%) despite minimal SEO investment
- Top products solve single, critical problems (moisture, flow, speed)
- Traffic concentration suggests strong OEM partnerships
The Anti-Startup Playbook
DICKEY-john proves that in industrial B2B, focus beats scale, reliability beats features, and knowing your customer beats viral marketing. Their 50-year survival isn't an accident—it's a strategy.
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Meta Tags
DICKEY-john | Agricultural Sensing Solutions
At DICKEY-john, we have been revolutionizing agricultural electronics for over 50 years with market-leading monitors, controllers, moisture testers, ground speed sensors, and a variety of other solutions.
DICKEY-john.com
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About dickey-john.com
At DICKEY-john, we have been revolutionizing agricultural electronics for over 50 years with market-leading monitors, controllers, moisture testers, ground speed sensors, and a variety of other solutions.
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Technology Stack
dickey-john.com uses 14 technologies across their website including AudioEye, Google Fonts, OneTrust, and more.
Accessibility
AudioEye
Fonts
Google Fonts
Privacy & Consent
OneTrust
Advertising
DoubleClick Floodlight, LinkedIn Insight Tag, Google Ads, Facebook Pixel
Analytics & Marketing
Google Tag Manager, Google Analytics
Performance
Lazy Loading
Traffic & Audience
dickey-john.com receives approximately 8.1K monthly visitors and ranks #2,116,096 globally. The website has a bounce rate of 35% with visitors viewing an average of 3.1 pages per visit. Users spend an average of 0:38 on the site.
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