The Client

 

The client offers tailored waste management solutions in the form of skip hire, recycling, construction and hazardous waste services to private and commercial customers.

The Goals:

1. Cut back on ad spend and increase visibility to generate more cost-effective organic leads over the long term.

2. Build local profile and increase awareness.

3. Improve website visits and leads generated from contact form completions.

4. Increase skip hire within service areas.

The Challenge:

1. Well established competition in their service areas.

2. Little focus given to businesses unique appeal and image within the local areas.

3. Website content not optimised.

4. Mostly found on second or third page of Google which is No Man’s Land.

 

The Solution:

1. Local SEO Audit, Competitive Analysis and Keyword Research.

Findings:

– Client and competitors weren’t actively blogging or targeting location and service specific keywords.

– Google Business profile was neglected.

– Website Home and Service pages didn’t have enough content to rank at the top of results.

– Website content didn’t focus on communicating why potential customers should choose them not the competition.

2. Local Keyword Research and Content Creation:

We create blog content focused on pricing, comparisons with locally specific competitors and list blogs including best products and services offered by the business.

This enabled the client to rank for low competition, locally specific keywords within the blog topics. At the same time we were able to communicate their unique appeal and brand image when compared to competitors in the area. Providing this useful content at different points of the buying processes saw the clients rankings and website visits shoot up which ultimately lead to increase in organic leads.

3. On-Page Optimisation

– Optimised Page Titles and URLs for target keywords and search intent.

– Added location specific content to home and services pages.

– Added Question and Answer Sections to home and service page.

–  Incorporate internal links throughout the site.

– Added an embedded map to service pages.

4. Google Business Profile Optimisation:

– Completed review building campaign targeting past customers.

– Created a process for the business going forward to easily direct all customers to leaving a review on Google Business Profile.

– Added a Q&A section to Google Business Profile to increase conversions.

5. Social Media Content Strategy:

Created content plan to build up local profile and awareness within the service areas. The plan included a framework for generating content ideas and engaging the local community to ensure social profiles were not neglected like before.

All content was aimed building their reputation, engaging with their audience and showcasing what the company does within the communities it serves.

 

The Results:

64% increase in website traffic.

Over 40(+) non-branded keywords in top 10 of search results.

1.5x Calls for Skip Hire from Google Business Profile.