• Post category:Insights

"Refurbish" to renovate and redecorate

According to most dictionaries, the word “refurbish” means, “to renovate and redecorate” and applies primarily to buildings. The word “recondition” means to “overhaul or renovate a vehicle engine or piece of equipment.” Why, then, is the expression “refurbished forklift” cropping up online so much these days? There are a couple of reasons why. Both lack integrity, but one is downright dishonest.


In order for search engines to find your topic and list it in the appropriate category, bloggers use “keywords”. The problem with keywords is that some of them are more popular than others. Accurate keywords like “reconditioned forklifts” and “used forklifts” are used in thousands of blogs and articles. Therefore, your odds of making it to the coveted first or second page of Google with those keywords are next to nothing. What’s the solution? Find a less used keyword.

It seems like some reconditioned forklift bloggers will do anything to get noticed.

They do keyword searches to find something that means more or less the same as “reconditioned” and combine it with “forklift” or “lift truck” in a desperate attempt to make it to the top of the charts. “Refurbished forklift” has a lot less competition that “reconditioned forklift.” It may not mean the same thing, but so what? As long as it gets noticed, that’s all that matters to these “black hat” internet marketers.

We tell it as it is

While there’s something distasteful about SEO (Search Engine Optimization) tactics like this, there’s something sinister about using the expression “refurbished forklift” to hide the fact that a forklift has not actually been reconditioned. A refurbished forklift can simply be a “redecorated forklift” with a pretty coat of paint or even just a new seat or other item added to make it look like it’s better than it is.

At The Forklift Shop we believe in

That’s why we’ve gone out of our way to offer 3 distinct forklift condition types:

“As is” means exactly what it says. Technicians have inspected the forklift and priced it according to its value without changing anything. If you want to know more about its condition, just request more information about it and our technicians will fill you in on all the details.

“Guaranteed Operational” forklifts are guaranteed to be in working order, but beyond that, there are no guarantees. Guaranteed operational forklifts can be great bargains. As with all used forklifts from The Forklift Shop, we will inform you in detail about their condition before you buy, so you know exactly what you’re buying.

“Certified Reconditioned Forklifts” are the top of the line of reconditioned forklifts and come with warranties backed by the supplier. If you want the confidence of knowing your used forklift will be in great working order, choose one of these.

One thing we won’t sell you is a refurbished forklift. Some of our lift trucks aren’t very pretty, but do you want to pay for a paint job or do you want to pay for a used forklift?

The moral of the story is that you have to be careful when buying used forklifts and other industrial equipment online. There are plenty of forklift owners and even many dealers whose only concern is to make a few quid off of the unwary.

Only deal with established, reputable companies and beware of dodgy sales tactics. If you want a refurbished forklift, you can always buy one of our reconditioned forklifts and then hire an interior decorator after you receive it. Maybe they could replace the dome light with a chandelier?

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