Project Background
Eco Waste Clearance, a local rubbish removal company in London, approached us with a clear goal of dominating local search results and attracting more customers across all boroughs of London. Despite offering reliable and affordable services, their online visibility was limited, making competing with larger waste removal companies difficult. They needed a strong local SEO strategy to ensure they ranked prominently for borough-specific searches and rubbish removal services.
Our SEO team saw this as the perfect opportunity to build a powerful local SEO strategy, targeting every borough in London while increasing topical authority and geographical relevance over time. By strategically optimizing borough-specific pages and service variations, we aimed to position Eco Waste Clearance as the go-to rubbish removal service across the city.
Project Objectives
We aimed to increase Eco Waste Clearance’s local search visibility across all London boroughs by implementing a targeted SEO strategy that boosted rankings, relevance, and authority.
Improve rankings for borough-specific rubbish removal searches to attract local customers.
Build topical authority by creating optimized content for different rubbish removal services across boroughs.
Increase organic traffic and conversions by strengthening local SEO signals and internal linking.
Our Approach
1. Site Audit
Before implementing any SEO strategy, we conducted a comprehensive site audit to identify technical and structural issues that could hinder rankings. This included:
- Crawling the website using Screaming Frog and Google Search Console to detect errors such as broken links, missing meta tags, and duplicate content.
- Assessing Core Web Vitals, including page speed, interactivity (FID), and visual stability (CLS) to improve user experience and meet Google’s ranking standards.
- Checking indexability to ensure all important pages were crawled and properly indexed while identifying thin content and redirect issues.
- Fixing structured data errors to enhance search visibility with rich results.
- Eliminating orphan pages and improving internal linking to boost crawl efficiency and relevance.
2. Website Architecture
A well-organized site structure improves both user experience and search engine crawlability. We restructured the website to align with a logical silo structure by:
- Grouping borough-based pages under a parent "Areas We Cover" category to strengthen local signals.
- Optimizing URL structure.
- Creating an intuitive navigation system ensures all borough and service pages are easily accessible to users and search engines.
- Building internal links between service and area pages to distribute link equity and improve relevance.
- Updating XML sitemaps and submitting them to Google for better crawl efficiency.
3. Keyword Research
We conducted extensive keyword research focused on high-intent, low-competition queries to rank for borough-specific and service-related keywords. Our process included:
-Using Google Keyword Planner, Ahrefs, and SEMrush to find borough + service keywords (e.g., "rubbish removal in Camden").
- Identifying long-tail variations and LSI (Latent Semantic Indexing) keywords to build content depth.
- Analyzing Google SERPs to determine user intent and featured snippet opportunities.
- Mapping primary and secondary keywords to specific service and borough pages to maximize topical coverage.
- Implementing local modifiers and intent-driven keywords to capture search queries with commercial value.
4. On-Page SEO
To enhance content relevance and ranking potential, we applied on-page SEO best practices, including:
- Optimizing title tags, meta descriptions, and header tags with borough and service-related keywords.
- Structuring content using schema markup, including LocalBusiness, FAQ, and Service schema, to improve search visibility.
- Enhancing internal linking between borough pages, service pages, and blogs to strengthen topical authority.
- Implementing E-E-A-T principles (Experience, Expertise, Authority, Trust) by adding trust signals such as customer testimonials, NAP consistency, and service guarantees.
- Improving image SEO by using descriptive alt tags, compressing images, and implementing lazy loading for faster page speeds.
5. Off-Page SEO
To boost domain authority and local search presence, we focused on high-quality link-building and local citations:
- Acquiring local backlinks from London-based directories, community websites, and relevant industry publications.
- Building citations across authoritative business directories such as Google Business Profile, Yell, and Thomson Local.
- Earning high-quality contextual backlinks through guest posting, digital PR, and outreach campaigns.
- Encouraging customer reviews on Google and other trusted platforms to enhance credibility and local rankings.
- Optimizing Google Business Profile by keeping NAP details accurate, adding geo-tagged images, and responding to customer queries.
6. Content Creation Strategy
Content was key in reinforcing Eco Waste Clearance’s topical authority and local relevance. We developed a comprehensive content plan that included:
- Local area pages covering all boroughs of London, ensuring we had dedicated content for each targeted location.
- Service pages are multiplied by boroughs, allowing us to rank for rubbish removal services in specific areas.
- Blog idea generation focused on boroughs and services, ensuring we covered all aspects of waste management, recycling, and disposal regulations in different London areas.
- FAQs and resourceful guides to increase engagement and secure featured snippets in Google search results.
- Content updates and optimization are needed to keep pages fresh, aligned with Google’s algorithm updates, and continuously improve rankings.
Results: A More Profitable & Efficient Campaign
Over 435 high-quality repair enquiries across multiple locations
More than 323 phone call leads from customers needing urgent repairs
Revenue increased by 350 percent, driven by better lead quality
Cost per conversion reduced by 45 percent, making ads more efficient
Stronger local presence, with targeted campaigns improving lead distribution
Why It Worked
A brand-new Google Ads strategy → Eliminated inefficiencies from past campaigns.
Smart bidding adjustments → Lowered costs while improving conversions.
Local Service Ads integration → Increased visibility and trust.
Optimised ad copy & extensions → Improved engagement and bookings.
Continuous tracking & improvements → Ensured long-term success.
Final Thoughts
By launching a new Google Ads campaign and integrating Local Service Ads, Hawk Appliances Ltd transformed their lead generation, securing more repair bookings at a lower cost.
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