ricoequipment.com
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RICO Equipment: The Heavy-Duty Digital Outpost
A $48M material handling specialist navigating the shift from shop floor to search results
In Medina, Ohio, RICO Equipment isn't just building forklifts—they're building a digital bridge to a legacy of industrial muscle. With $48.7M in revenue and a 40-year history, their online presence reveals a classic B2B giant grappling with the modern funnel.
"RICO's traffic profile screams 'legacy brand'—43% direct traffic means their reputation precedes them, but their low global rank reveals a digital footprint that hasn't caught up to their industrial footprint."
The SEO Paradox
Here's the contradiction: 34% of their traffic comes from organic search, yet they rank globally at #4.5M. Their top keywords aren't branded—they're technical manuals and failure codes. This isn't a marketing play; it's a utility function. Engineers and technicians aren't browsing—they're solving.
The Invisible Audience
With 53.8% of traffic marked 'undefined' in country data, RICO's audience is likely North American industrial buyers who don't care about global rankings. They care about part numbers, schematics, and getting that Curtis 1236-4402 diagram. The site is a resource, not a brochure.
Their tech stack tells the story of a company built for function over flash. jQuery, Bootstrap, and Tailwind CSS form the backbone—practical tools for a practical business. No fancy frameworks, no headless CMS experimentation. Just a reliable digital storefront for heavy machinery.
- Founded 1984: 40 years of material handling expertise
- Specialty focus: Not generic forklifts, but innovative solutions
- Direct traffic dominance: 43% comes from brand recognition
- Technical utility: Top keywords are manuals, not marketing
- Social presence: Active on LinkedIn, YouTube, Twitter
RICO is a blue-collar digital outlier
They don't need to rank #1—they need to be found when it matters. Their traffic profile suggests they're winning the right battles: being the resource when a forklift fails, not when a buyer is browsing.
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Meta Tags
Specialty Forklifts: Material Handling Vehicles (Lift Trucks)
Find specialty lift trucks and innovative solutions for material handling at RICO Equipment in Medina, Ohio. Founded in 1984. Call today at 330-723-4050.
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About ricoequipment.com
Find specialty lift trucks and innovative solutions for material handling at RICO Equipment in Medina, Ohio. Founded in 1984. Call today at 330-723-4050.
Company Overview
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Technology Stack
ricoequipment.com uses 20 technologies across their website including Font Awesome, Google Fonts, reCAPTCHA, PHP, and more.
Fonts
Font Awesome, Google Fonts
Security
reCAPTCHA
Programming Languages
PHP
CMS
WordPress
Advertising
DoubleClick Floodlight, LinkedIn Insight Tag, Google Ads
Customer Support
Zendesk
Traffic & Audience
ricoequipment.com receives approximately 4.1K monthly visitors and ranks #4,476,489 globally. The website has a bounce rate of 39% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 0:04 on the site.
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