Project Summary

Bin There Dump That’s Houston location had always struggled to appear at the top of Google’s organic search results, despite a significant effort at the corporate and franchise-level. Our task was to modify the franchise website within the possible constraints of the franchise’s CRM (Ex. WordPress) and then engage in what’s called “Off-Page SEO” to push their ranking further towards the top. We began the process with the website ranking on the bottom of the second/top of the third page of Google for all targeted keywords.

The Strategy

Phase 1:

The first phase of our strategy was to make sure the quality of the page was up to par with their current competitors already on page one. This meant going competitor by competitor and noting down features of their website such as:

• How many words they have on their page
• How many images
• How many times do they exactly mention our target phrase (Ex. How many times do they say “dumpster rental Houston” on their page, how about “dumpster rental”, and how about “Houston” etc.)
• As well as over 250 other factors.

From this information, we were able to synthesize a template (with accompanying content) that we knew Google would endorse. One of the most common misunderstandings about the search engine optimization world is that once content on a website is squared away, that it will automatically rank. In reality, what’s called “on-page optimization” makes up for approximately 20% of the ranking process. Once the website structure and content was squared away, we submitted the page to be recrawled in Google and waited for 48 hours.

Phase 2:

Once Google had recrawled and updated the page in their result pages, we were ready to launch phase two of the process, which we call “Branding Lockdown”. A branding lockdown includes our team hand-building over 300 profiles on the top 300 most-powerful social websites in the World. Each profile has a link back to your website. What this process does is, essentially, confirm your business’s identity to Google. It says “We are who we say that we are, so you can trust that we’ll treat people right when you send them our way from top rankings”. Far too many people start with phase three right off the bat, which is not nearly as effective without the first two phases being completed properly and in succession. As there were literally hundreds of new links for Google to discover, index, and account for, we stepped away from the execution part of the process for two weeks. During this time we sent introductory emails in preparation for phase three.

Phase 3:

Now that the website itself was squared away, and the branding lockdown had been indexed by Google, it was not time to proceed to the third phase of our SEO process-link building. It is important to note that this point that the website rankings had progressed from a starting position of page three all the way to the middle of page two. It is also important to note that the links we build in phase three are vastly different than the links built during our branding lockdown phase. The main difference is that Google understands the 300 or so links we are sending in phase two may take a ton of time to hand-build, but they are not exclusive or necessarily difficult to do–anyone can go and build the same link if they had the time and, because of this, they do not carry nearly the same amount of ranking power as phase three links do. In phase three, our goal is simple: locate, interact with, and get links on websites that are powerful and highly relevant to our client’s website. In this case we began scouting for dumpster blogs, home improvement, construction, DIY, and gardening websites (as well as general business websites to round things out). We then spend as much time as needed to build up enough trust with the webmasters of these websites so that we can write and publish a high-quality article on their blog. This high-quality article is relevant to the website we are posting on and, most importantly, contains a link within it back to our client’s website. Google is able to see this link and considers it as an endorsement from the posting website to our client website. The stronger the website, and the more relevant the article, the stronger the endorsement and, as a result, the greater the boost. The name of the game here is quality. One high-power, highly-relevant backlink from a well-known website that no other competitor has has the power to move the website further than 50,000 spam links.  Quality wins every single time, and that’s why our clients win every time. Phase three continues until we achieve top rankings. The number of links we pull per month slowly increases over time. For example, in the first month we may pull, say, 5 links. Then the next we pull 7, then 9, and so on. The relevancy and exclusively of the links, coupled with the increasing speed to which they hit the client’s website (aka link velocity) gives off a “natural” appearance and, because of this, Google is convinced our client’s website is the most “popular” around. Sustained, simulated popularity is what eventually wears both Google and competitors down until they roll over and give up top placements.

Proven Results

The campaign ended on-time and on-budget. Our client experienced a fantastic result that continues to pay dividends today–long after our engagement has ended.