Waste Logics case study short

How do you make an impression online when your competitors have been in business for decades and yours is a relatively new entrant to the market?

My Yard (now Waste Logics) was already working with Vitis PR, achieving excellent results with award entries and articles in the trade press, however the My Yard website was only appearing on page three of Google search for the main industry search term and not even in the top 100 for related phrases.

The first step in the process was setting a baseline against which improvements could be tracked, this included rankings in search engines and the number of visits to the site (from search).

We conducted a site audit, identifying technical issues and other on-site changes changes that would lead to better search rankings. We also looked at conversion optimisation, adding trust and credibility markers so that visitors would see the great work My Yard had done and excellent coverage in the waste industry press.

Having addressed the on-site issues, we looked at ensuring the setup of Google Analytics and other tools provided by the search engines, making sure they were correctly configured and that the site was getting the maximum benefit form the information those tools provided.

The final step in the process was link building. We built relevant links to the site to increase its visibility in search results (in building links, we were careful to avoid risky link purchasing or link network schemes to ensure that the site didn’t fall foul of the Google Panda or Penguin updates).

Ranking in Google search moved up to position one for the top industry phrase, pushing long-established competitors down the results and the site now appears on page one (most in the top five results) for several other industry terms.

Traffic to the site increased by 63% and non-brand organic search (i.e. visits attributable to SEO) increased by 266% compared to the quarter preceding the SEO work.