Case Study Details
Wasting No Time on the Internet
We learned a great deal about the solid waste management business and in the end everything came up smelling like roses. Working with a company that has been in the portable toilet business for over 70 years is a pleasure. They truly understand their business, their market and the barriers for growth. Together, we were able to indentify a strategy that will develop a web presence that matches their reputation in the industry as a leader and professional waste management company.
Russell Reid and Mr. John are sister companies. Mr. John focuses on portable toilette rentals and Russell Reid with solid waste disposal, transportation and septic tank services. The company chose a content management platform hosted by Propeller Mediaworks. The content management system has the ability to add keywords and META tags to each page but when we arrived they were not set properly.
So our project initially involved updating the META tags on 100+ pages on their websites to properly reflect the content. Once this task was done, we started building additional links to their site as well as tracking traffic and the keywords people used to find their site. This is a work in progress but we are very please with our initial results considering their site was not on page one for most of the terms shown below before we started working together.
Google Ranking Results
The following search engine rankings were measured from Google and were last taken on August 26, 2007. These measurements were taken approximately 60 days after the website was edited for SEO basics. In the coming months, additional search phrases will be added to the case study since this is a long term project which will require additional content to be created.
The best possible organic listing in Google is the first page of search results, Listing 1. For this table, we will call this the "Top Position". We are only showing a few of the optimized search phrases due to space limitations and to keep our larger strategy confidential.
Local Search Results
National Search Results
The temporary restroom business is very competitive and although the initial SEO edits got Mr. John on page one, it still has not gained many "Top Position" scores. This is because many of their competitors have optimized website and/or their websites have more links and active traffic. This will be a focus of additional work for this client.
Next Steps - Microsite Design
We are now working on a new website for this company that will highlight the combined services of these two companies. The URL of the new website is: www.wastemanagementhub.com. The site will be a hub of information on porta john rentals , grease trap cleaning and septic tank services.
Microsite Results
The new website implemented our new "local max" strategy which is working exactly as we had planned. We also have gained some ground for statewide search phrases, as shown below from reading taken on January 14, 2008:
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nj grease trap pumping – Page 1, listings 4 and 5
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ny grease trap pumping – Page 1, listings 2 and 3
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pa grease trap pumping – Page 1, listings 1 and 2
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grease trap cleaning pa – page 1, listing 3
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grease trap cleaning nj – page 1, listing 4
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grease trap service nj – Page 1, listings 3,4 and 6
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grease trap service nj – Page 1, listings 2 and 7
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grease trap service nj – Page 1, listings 1 and 3
Local Search Results
We started the "Local Max" strategy on the portable toilet rentals section of their business. Take a look at the local search results for some town in New Jersey by typing in any of these phrases into Google.
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Red Bank porta john
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Rumson porta john
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Asbury park porta john
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Little Silver porta john
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Eatontown porta john
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Eatontown toilet rentals
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Rumson toilet rentals
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Red Bank toilet rentals
The new microsite located at www.wastemanagementhub.com is a top contender for local search using our new "Local Max" technology.
Project Summary
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Company Information
Mr. John and Russell Reid are the East Coast leader in porta potty rentals and wastewater removal. They provide a full line of solid waste and wastewater services for residential, municipal and commercial clients in NY, NJ and PA.
Initial Website Analysis
Mr. John has had a website for many years but recently they moved to a content management web platform. The content management system makes it easy for their internal staff to add and change pages. The downside is that there are some design ideas that just can't be implemented without custom programming costs.
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Scope of Work
We worked with their internal marketing staff to update all the META tags on the 100+ pages. It was a long process but as you can see from the SERP results, it was well worth the efforts.
Prior to our work, Mr. John was not on Google page 1, 2 or 3 for the search terms listed on the right. There are many other terms this site is optimized for but you can get the idea from the list. Next steps are to assist the company to create additional content and internal links to their interior pages.
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Summary
When you have a website as large as Mr. John, it can be a daunting task to update 100+ pages but with patience, the work is worth being done. This work also demonstrates that highly customizable content management websites can rank well in search listings with the proper setup.
Party Planning 101
Next time your a hosting a large party at your home or planning a community social function, call Mr. John for a full range of portable restroom facilities. They can provide a basic toilet all the way up to a VIP deluxe restroom trailer.