Skip Hire Company

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SEO Strategies for Skip Hire Company

Case Study: SEO Strategies for Skip Hire Company

Client Background: The Skip Hire Company (asked not to be named) is a family-owned waste management company providing skip hire services to residential and commercial customers. The company is based in a North West area of the UK and serves a diverse clientele looking for efficient waste disposal solutions.

Transitioning from PPC to SEO: A Strategic Shift

Skip Hire company  decided to pivot from a heavy reliance on pay-per-click and adwords to a more sustainable, SEO-centric strategy. The primary benefits of this transition were multifaceted:

80%

Reduction on Pay per Click spend!

120%

Increase in Orgainc Traffic!

30%

Increased Transactions!

What client say

Cost Efficiency

Reduced Long-term Costs: Unlike PPC, where costs are incurred every time an ad is clicked, SEO requires an upfront investment but leads to organic traffic without the need for continuous spending. By reducing PPC expenditure and focusing on SEO, the skip hire company aimed to decrease its marketing costs significantly over time.

Sustainable and Long-lasting Presence

Continuous Visibility: SEO efforts lead to a lasting online presence. Once a high ranking is achieved on search engine results pages (SERPs), it can be maintained with relatively minimal ongoing effort and expense compared to the constant funding required for PPC campaigns to stay visible.

Building Authority: SEO strategies such as content creation, on-site optimisation, and earning backlinks contribute to a website’s authority and trustworthiness in the eyes of both users and search engines, benefits that PPC cannot provide directly.

Higher-quality traffic and engagement

Targeted Audience Reach: SEO helped attract users who are actively searching for specific services, leading to higher-quality traffic. Content optimised for relevant keywords helped draw in users with specific intent, increasing the likelihood of conversion.

Increased Engagement: With SEO, the focus on creating valuable content and optimising the user experience leads to increased engagement. Users are more likely to interact with and return to a website that provides helpful information and an easy-to-navigate interface.

Implementation and Results

To achieve their goal, the skip hire company implemented a robust SEO strategy that included keyword research, content marketing, technical website optimisation, local SEO enhancements, and a focus on earning quality backlinks. They also gradually scaled down their PPC spending, reallocating resources to support their SEO efforts.

Outcome

The results were noteworthy:

Expenditure Reduction: Within the first year, we successfully reduced its PPC budget by 80%, as planned, reallocating only a fraction of that budget towards SEO activities.

Maintained Online Presence: Despite the drastic cut in PPC spending, the company maintained its online visibility through improved organic search rankings. This shift did not only keep them visible but also positioned them as an authority in the skip hire industry.

ROI Improvement: The return on investment (ROI) from SEO surpassed that of PPC campaigns over time. The initial investment in SEO led to sustained organic traffic growth, reducing the cost per acquisition and increasing the overall profitability of their online marketing efforts.

Enhanced User Experience: The focus on SEO led to improvements in the website’s usability and content quality, contributing to a better user experience and higher customer satisfaction rates.

Results

The strategic decision by the skip hire company to transition from a PPC-heavy approach to a comprehensive SEO strategy exemplifies the tangible benefits of SEO over PPC. By focusing on SEO, the company not only achieved its goal of reducing marketing expenditures but also enhanced its online presence, improved user engagement, and secured a sustainable source of high-quality traffic. This case study underscores the importance of SEO in building a long-term, cost-effective online marketing strategy that delivers continuous returns on investment.

Results:

The strategic decision by the skip hire company to transition from a PPC-heavy approach to a comprehensive SEO strategy exemplifies the tangible benefits of SEO over PPC. By focusing on SEO, the company not only achieved its goal of reducing marketing expenditures but also enhanced its online presence, improved user engagement, and secured a sustainable source of high-quality traffic. This case study underscores the importance of SEO in building a long-term, cost-effective online marketing strategy that delivers continuous returns on investment.

As a skip rental company, after implementing the Froogle Strategy, our yearly PPC expenses dropped by £48,000 due to our reduction in Google Adwords spending. Froogle demonstrated that investing in SEO was the right decision, despite our initial concerns about potential sales losses. The boost in traffic and sales came as a pleasant surprise and serves as evidence of the effectiveness of Froogle’s efforts.

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