Allmetro Bins provides skip bin hire and waste management services to residential and commercial customers throughout the Perth metropolitan area.
Allmetro Bins were referred to White Chalk Road and came on board at the beginning of August 2019.
After Allmetro Bins’ last experience with an agency left them feeling “incredibly disappointed and frustrated”, they had “very little trust for anyone in the digital marketing field”.
White Chalk Road understands that our clients are placing the success of their business in our hands, and therefore we have a responsibility to deliver results.
With SEO innately being an incredibly slow-building and resource-extensive process, establishing trust with our clients is perhaps the most crucial step towards achieving mutual long-term success.
Given Allmetro Bins’ scepticism of the digital marketing industry, we understood that in order to rebuild their trust, we had to deliver more than just results.
At White Chalk Road, we provide a service with an emphasis on transparency, accountability and communication. We strive to bridge the knowledge gap by not simply informing our clients on the ‘what’ of their account, but the ‘why’ aspect too.
Allmetro Bins’ digital strategy has primarily centred on generating additional organic traffic to the website through the creation of new landing pages that are optimised to rank for previously untargeted high search volume keywords. In general, the more relevant keywords your website ranks for, the more highly-qualified traffic, and therefore conversions, you will receive.
Fast-forward to today, Allmetro Bins are still very much enjoying the benefits of their strong organic performance.
Allmetro Bins’ core service offering is providing residential and commercial skip bins for hire throughout the Perth metropolitan area.
Through performing keyword research, we identified that the majority of traffic for the skip bin hire industry was unevenly skewed towards two Google searches – “skip bins perth” and “skip bin hire perth”.
These two keywords had astronomically high-search volume compared to other industry-related keywords, and as such, were incredibly competitive.
This posed a unique challenge – whilst ranking for these two ‘golden’ keywords was definitely attainable, doing so within Allmetro’s first six months would be a difficult task.
Neither White Chalk Road nor Allmetro Bins had the luxury of time to simply wait for the website to rank for “skip bins perth” and “skip bin hire perth”.
In order to deliver tangible results within Allmetro’s first six months, we had to think outside the box with our strategy.
Whilst we still optimised Allmetro Bins’ existing service pages to improve the website’s conversion rate, the search volume associated with these pages was too low to bring in the level of traffic and conversions we required.
By implementing a strategy centred around creating new landing pages to target specific skip bin sizes and suburbs around Perth, we were able to successfully generate high levels of brand new, highly-qualified organic traffic and conversions to the website.
SEO Copywriting
Pam Lombardo, Allmetro Bins
