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Reboot Online has used the following skills/services in the project.
Clear It Waste is a reputable, fully licensed and insured waste collection company servicing both domestic and commercial properties in and around London.
Reboot helped increase the number of potential customers visiting Clear It Waste’s website by 552% by creating an Atomic Hub™. This resulted in:
- Increasing conversion rates of website users to customers
- Funnelling budgets and resources into high-profit business areas
- Increasing overall business revenue
The Clear It Waste team approached Reboot in January 2020, seeking help in increasing their online presence and appearing higher in organic search results.
The Clear It Waste site was dated, with a limited link profile. There was also an issue with widespread thin and duplicated content across the site. Before we could publish anything new, we had to first optimise the current on-site content to improve search result ranking.
For the first 15 months, we focused on several areas of improvement, including:
- Finding and fixing high-priority technical SEO issues
- Addressing on-site duplicate and thin content
- Carrying out keyword research to fully optimise existing content
- Optimising Google Business Profile (GBP) and Google My Business (GMB) listings for local SEO
- Fixing obvious UX issues and improving site speed and performance
Whilst we saw some initial increases, the results fell short of what we expected from such a robust SEO campaign. This is when we identified the need for an Atomic Hub™.
Although Clear It Waste’s website had vastly improved (ranking at the top of page two and at the end of page one on Google), we wanted it to break the top three results for its targeted keywords.
Even though the site now had great links and minimal technical SEO issues, we identified that limited topical coverage and lack of authority was the problem. A content hub structure was needed to gain the results we were after.
Following extensive keyword research and user-intent analysis, our content marketing team identified a suitable subtopic to target within the client's main industry of waste collection: furniture disposal.
We created 26 pieces of comprehensive content that not only targeted appropriate keywords with commercial intent but also addressed and answered all potential customer questions, objects and concerns. Strategically adding internal links to all new content reinforced topical authority signals to Google.
This comprehensive approach would position Clear It Waste as the go-to expert for furniture disposal, with topical authority within the waste collection industry.
To help establish topical authority for Clear It Waste’s Atomic Hub™, we followed up with creative, data-driven digital PR campaigns.
Following ideation, our digital PR team ran reactive and newsjacking campaigns which earned valuable links from top-tier, highly trusted and authoritative websites and publications to the new inner hub pages.
We achieved our main goal: increasing organic visibility through the creation of our Atomic Hub™.
Within a few months of going live, Clear It Waste’s website soared from page two of the search results to first, second and third positions for all the main keywords targeted.
The new section of the website also jumped into the search results for more than 100 new keywords. Many of these were from commercial intent searches, meaning new leads for the business.
The increases were not limited to just the new furniture disposal Atomic Hub™, either. Positions started climbing across the whole domain and Clear It Waste is now the dominant player within the waste collection industry.
In addition, Clear It Waste had initially only targeted London. However, the Atomic Hub™ campaign was so successful that the website now ranks strongly nationwide. The company now has the opportunity to take on leads from across the country and grow the business even further.
