Quoted over $2 Million In New Jobs
Total Environmental Concepts – Brisbane Commercial Environmental Services SEO Case Study
in leads driven to the site from search engines
in website traffic
found from Zero
Where did we start?
This client is a specialist in commercial environmental services. Their focus is on bio-retention basins, stormwater drains and system maintenance. They also offer a variety of large-scale environmental and landscaping services for commercial and industrial projects. This is a difficult and specialised niche, so it was important to do a lot of research to really understand the services this customer provides in order to represent them accurately.
When the client started with us in mid-2018, they had a website that they weren’t happy with, and they weren’t being found online at all. Their main focus of the campaign was an emphasis on getting new business from the website.
What was our SEO strategy?
The core focus for the website was a service strategy, equipment strategy and a location strategy Starting with service and equipment, we added five or six pages of optimised content, which began performing really well in early 2019. As bio-retention basin maintenance is their most profitable service, a lot of emphases was placed on this.
Additionally, the idea was to target a large geographic area including the Gold Coast, Brisbane, Ipswich, Logan, Beaudesert, Scenic Rim and the Moreton Shire – while the client will take on other jobs in other areas, these were the main areas with the best search volume, and where we have placed our focus.
After these pages started performing well in early 2019, the campaign moved to more of an equipment strategy to focus on different equipment. This includes content optimised for driver-operated hire of various commercial landscaping machinery.
Another aspect of the campaign involved creating a ‘skyscraper’ content piece, which is essentially a long-form piece of content that’s informative on the topic, without being an explicit sell. The skyscraper for this client focused on stormwater management, one of their other high-priority services, as the main competition for this type of content is council websites or Wikipedia.
As content was added to each page, the site was rebuilt page-by-page. This means that the client now has essentially a brand new website that we’re working to rank.
Where is this client now?
This client has been getting really great results. Over the last twelve months, their results have increased exponentially. For example, they were getting 99 organic sessions in February 2019, or people coming to the website from a search engine. In February 2020, they saw 326 organic sessions for the month.
Similarly, the client had 17 goals completed on the website (actions like completing the contact form) in February 2019, and in February 2020 that rose to 132 goals completed on the website alone.
The client has also gone on to quote for millions of dollars of projects from leads that have found their website on Google.
In February 2021, the number of overall sessions this client saw increased even more to 525 over the month, with the number of organic sessions increasing to 221 – almost 100 more than this time last year.
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