Waste Collection – Rank Farmer

SEO Case Study

Client Overview

The client, a newly launched waste collection services company, approached us to help improve their online visibility and generate leads. Their website was brand new, with no traffic and zero domain authority. The client’s goal was to establish a strong online presence and achieve high organic traffic growth within 8 months.

Initial Challenges:

No Traffic

At the start, the website had no organic traffic. It was brand new with no visibility on search engines.

Unoptimized Content

The content on the website lacked SEO structure and optimization for relevant keywords

Local SEO

The service was location-specific, requiring a strong focus on local SEO strategies to reach target customers.

Low Domain Authority

The website’s domain authority was minimal due to being new.

No Backlinks

There were no existing backlinks pointing to the site.

Highly Competitive Market

The waste collection industry is competitive, with large and established players dominating search results.

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In-depth Keyword Research and Strategy

We started by conducting comprehensive keyword research. The goal was to identify keywords with:

High Search Volume: Focused on terms related to waste collection services.
Local Intent: Targeted specific local areas the business served.
Long-Tail Keywords: Included low-competition, long-tail keywords like "affordable waste collection in London" to get quicker rankings initially.

We also identified some highly competitive but valuable primary keywords to target over the long term.

On-Page Optimization

The website’s on-page SEO was lacking, so we focused on:

Title Tags and Meta Descriptions: Optimized every page’s meta tags to include primary and secondary keywords.
Heading Optimization: Structured content using appropriate H1, H2, and H3 tags with relevant keywords.
Internal Linking: Built a well-structured internal linking system to help search engines crawl the site better and distribute link equity across key pages.
Content Optimization: Rewrote service pages to ensure content was rich, informative, and included target keywords naturally. I also incorporated latent semantic indexing (LSI) keywords.
Mobile Optimization: Ensured the site was mobile-friendly, as over 60% of searches in the industry were on mobile devices

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Technical SEO Enhancements

Site Speed Optimization: Worked on optimizing images, using browser caching, and reducing server response times to improve overall site performance.
XML Sitemap Submission: Created and submitted an XML sitemap to Google Search Console and Bing Webmaster Tools.
Fixing Crawl Errors: Used tools like Google Search Console and Screaming Frog to identify and fix any crawl errors.

Schema Markup: Added structured data (local business schema) to improve the website’s chances of being featured in local search results and Google’s rich snippets.

Content Marketing and Blogging

To build authority and increase keyword rankings, we started a blog focused on:

Educational Content: Published blog posts around waste management tips, environmental sustainability, and recycling to attract long-tail traffic.
Industry Updates: Wrote articles about waste management policies and local recycling laws, which were highly shareable.
Service-Related Posts: Produced content targeting specific waste services such as residential, commercial, and hazardous waste collection.
Content Optimization for Featured Snippets: Optimized the blog posts to target position zero (featured snippets) with structured content, lists, and FAQs.

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Link Building Campaign

Building backlinks was crucial for increasing the site’s domain authority. Our approach included:

Local Outreach: Reached out to local bloggers, newspapers, and relevant industry websites for guest posts and collaborations.
Directories and Citations: Listed the business on high-authority waste management directories and general business directories.
Press Releases: Published press releases about the business's community involvement and new service launches.

Partnerships with Local Businesses: Built partnerships with complementary local businesses and exchanged backlinks.

Results

After 8 months of implementing this comprehensive SEO strategy, the website achieved remarkable results:

Organic Traffic: Grew from 0 to 10,000 monthly visits, with the majority of the traffic coming from organic search.
Keyword Rankings: Over 30 target keywords ranked on the first page of Google, including several highly competitive local keywords like "waste collection services London." The website was ranking in the top 3 positions for the majority of the targeted keywords.
Domain Authority: Increased from 0 to 30 DA due to a combination of strategic backlinking, content marketing, and local SEO.
Lead Generation: The website started generating over 200 qualified leads monthly, significantly boosting the client’s revenue.
Featured Snippets: The blog content ranked for several featured snippets, driving additional traffic and increasing the site's credibility.

Conclusion:

By applying a combination of on-page SEO, technical SEO improvements, content marketing, local SEO, and strategic link building, we were able to transform a brand-new website with zero traffic into a thriving, high-authority website in the waste collection services industry. The website now dominates the local search results, generating steady leads and enjoying strong organic visibility.

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SEO Success For Waste Collection Website