Summary
- Client: Local Dumpster Rental Business
- Industry: Home Services
- Objective: Improve their online presence and reach new customers with SEO
- Results: Improved keyword rankings and increased total month-to-month sales by 10-20% within 9 months.
Initial Challenges
In December 2022, my journey with a local roll-off dumpster rental company began, with the mission of transforming their online presence. The primary objectives were clear: expand its customer base and reduce dependence on paid advertising. I knew this wouldn’t be a walk in the park, especially with fierce local and national competition and a website hosted on WIX, a platform with certain SEO limitations.
My client, a local roll-off dumpster rental company, faced fierce competition in their service area. While they had a loyal customer base, their growth had plateaued. They relied heavily on paid advertising, which was effective but costly. They aimed to reduce their dependency on paid ads and expand their reach to capture new customers who were not yet aware of their services.
1. Wix Website Woes
Wix websites, I discovered, had inherent SEO limitations that hindered ranking potential. A thorough SEO audit revealed that the website was grappling with issues related to thin content, technical SEO challenges, and a lack of optimization for user-friendly interactions.
2. Underutilized GBP
To my surprise, the business wasn’t leveraging the potential of its Google Business Profile (GBP), a free tool that could significantly enhance local visibility. This untapped resource was costing them precious leads.
3. Google Ads Dependency
Their primary source of traffic came from Google Ads, which, although generating leads, wasn’t operating at its maximum potential. The business relied heavily on paid advertising to attract customers who were calling but not renting.
4. Stagnant Growth
The company had a customer base, but most were returning customers. Active expansion and attracting new customers were challenging. With stiff competition dominating local and national markets, the business needed a fresh approach.
The Game Plan
1. Immediate Optimizations
We initiated our SEO journey by optimizing the most critical pages while still on the Wix platform. The objective was to test our theory regarding the limitations of Wix for SEO. Despite extensive metadata and content adjustments, we saw no substantial results.
I spent some time working in-house at an SEO agency and I witnessed firsthand how all of the best ranking sites were on WordPress. My experience across various Content Management Systems (CMS) has led to the conclusion that WordPress outshone others in terms of SEO friendliness.
2. Migrating to Webflow
WordPress is the most widely used CMS because it’s cost-effective, user-friendly, highly customizable, SEO-friendly, has a strong developer ecosystem and is open-source. I recommended a shift to WordPress instead of Wix, and the decision was made to switch to Webflow.
I planned a complete overhaul of the site, beginning with the creation of fresh content to align with a new SEO strategy. A sitemap was designed to guide the development of essential pages, and a keyword map was laid out to optimize the most critical pages. In January 2023, the domain was transferred from Wix to Webflow, and we initiated the publication of new blog content.
3. The 3-Month SEO Campaign
My 3-month SEO campaign involved the creation of fresh blog content, the expansion of service area pages, and the optimization of Google Business Profile. I built local links by submitting the website to relevant local directories. Local citations are mentions of your business name, address and phone number across various local directories. Think of sites like Yelp, Better Business Bureau, and your local chamber of commerce. They are a go-to resource for people looking for local information and can help build trust, and increase your local exposure, making it easier for potential customers to find your website.
The Journey Unfolds With Challenges
Semrush organic research screenshot
1. Initial Triumph and Temporary Setbacks
The shift to Webflow provided an instant SEO boost due to its high-performance AWS globally distributed hosting, a favorite of search engines. Within three months, traffic tripled from 45 monthly visits to 139. However, as we entered April, we faced keyword cannibalization issues that led to a drop in traffic. Furthermore, unrelenting heavy rain in our service area disrupted operations, resulting in a slowdown in demand.
2. June Revival
June marked the turning point as demand began to surge. By July, multiple keywords had secured spots in the top 10 rankings. The business was expanding, acquiring new containers, optimizing routes through dispatching software and hiring additional staff.
3. Hurdles and Resolution
Despite steady progress, August brought logistical challenges tied to the new software. Customer satisfaction took a hit but was eventually restored. The consistent optimization of blog content and GBP contributed to the company’s current state—generating significant monthly revenue, attracting new customers, and providing an improved website experience.
The Results
In nine months, this local roll-off dumpster rental company witnessed a remarkable 347.5% surge in organic traffic, ultimately achieving its goals and securing a strong foothold in the market. Multiple keywords for multiple locations are ranking on page one and still rising. They are expected to continue to rise as we continue our SEO efforts well into the new year. This case study showcases the power of effective local SEO and strategic business transformation, with minimal to no link-building besides citations in local business directories, and no social media posting.
After beginning our SEO campaign in January, sales increased 10-20% month over month. This was achieved with a minimal SEO budget of under four figures. The green line is 2023 sales numbers with the dotted line being sales from 2022. A less than $1,000 per month investment provided my client with significant return on investment as in the first three months he was able to reach more than six figures in sales.
Sales data screenshot from client
Local Keywords Entering First Page
Keywords in two major cities with hefty competition entering the top 10 results of Google.
Screenshot from Keyword.com
Informational Keywords Winning First Rich Snippets
A couple of keywords from our blog posts won featured snippets in Google with a few in the number 2 spots. Featured snippets are a type of search result in Google and other search engines that provide users with a concise and direct answer to their query at the top of the search results page. Featured snippets can help businesses increase their visibility in search results and attract more traffic to their website.
Semrush organic positions tool screenshot
Google Business Profile Calls
From May to August 2023, a span of 3 months the business received 177 calls giving it an average of 59 calls per month. These were all local calls from people searching for their dumpster rental services.
Google Business Profile call tracking screenshot
Google Analytics 4 Data
As of this date, 66% of the websites total users come directly from SEO, with the rest coming from direct, and referral.
Google Analytics 4 traffic channels screenshot
In Search Engine Optimization, Patience is the Master Key 🕵️♂️
SEO, or Search Engine Optimization, is a bit like nurturing a beautiful garden. You plant the seeds, water them, and wait for the blooms to appear. Quality is the name of the game in SEO. Search engines, particularly Google, prioritize websites that provide valuable, relevant content. It’s not just about stuffing keywords; it’s about crafting engaging, informative, and user-friendly content. This quality cultivation takes time and care.
🕰️ The Waiting Game
As with any long term investment, SEO demands patience. It’s a gradual process, akin to nurturing your digital presence and watering it over time. Search engines need time to recognize and reward your efforts. So don’t be disheartened if the magic doesn’t happen overnight.
🚀 The Payoff
But here’s the catch: all this patience is worthwhile. SEO rewards you with the priceless treasure of organic traffic. The beauty of SEO is that, once your website earns its place in search engines eyes, it’s a sustainable source of visitors, leads, and, ultimately, customers. So, if you’re tempted to rush the process, I always tell people to remember that SEO is a marathon, not a sprint
🌱 Ready to cultivate success?
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