SEO and Marketing Strategy for a Waste Management Company in New Zealand

As a Marketing Manager, I managed the digital marketing efforts for a waste management company in New Zealand, focusing on both B2B and B2C markets. My responsibilities included account management, monthly reporting, strategising and implementing SEO strategies that maintained top rankings for highly relevant keywords, driving measurable results.

Overview

Challenges

1. Dual Audience Targeting: The company served both B2B clients (e.g., industrial waste solutions) and B2C customers (e.g., residential bin collection), requiring tailored strategies.

2. Highly Competitive Market: The waste management sector in New Zealand is crowded, with several companies vying for visibility online.

3. Sustainability Focus: Aligning marketing efforts with the company’s sustainability goals to appeal to eco-conscious customers.

4. Community Engagement: Incorporating the "locals supporting locals" ethos into the company’s digital presence.

SEO Strategies

1. Keyword Optimisation:

   • Researched and targeted high-intent keywords.

   • Focused on local SEO by incorporating location-specific keywords to attract regional clients.

   • Implemented strategic hyperlinking between related pages to improve user navigation.

2. Content Marketing:

   • Developed informational webpages addressing customer concerns including FAQ.

3. Technical SEO Enhancements:

   • Improved website search engine visibility through enhanced image optimisation by implementing alt tags and geo-tagging.

   • Improved landing pages by aligning them with user intent—for example, creating separate pages for residential services and commercial solutions.

   • Fixed broken links and optimized metadata across all pages for better search engine indexing.

   • Conducted a comprehensive audit of website pages to identify bottlenecks in the customer journey.

   • Simplified navigation by restructuring menus and adding clear calls-to-action (CTAs) such as "Get a Quote"

4. Google Business Profile Optimisation:

   • Optimised Google Business Profile and Bing Places listings to enhance visibility in local searches, using keywords, ensuring accurate business information, service offerings, and operating hours.

   • Encouraged customer reviews to build trust and improve rankings.

   • Highlighted the company’s commitment to sustainability and community support through localised content.

Social Media Training

1. Conducted workshops for staff on creating engaging posts that align with brand values.

2. Provided templates and guidelines to ensure consistent messaging across platforms.

1. Delivered detailed performance reports analysing traffic growth, keyword rankings, and social media engagement using SEMrush Reports.

2. Used insights from Google Analytics to refine strategies based on user behaviour.

Monthly Reporting

Results

1. Increased Local Traffic: Optimised profiles led to a 91% increase in traffic from local searches within six months. (560 sessions in June 2023 to 1071 sessions in December 2023)

2. Sustained Top Rankings:

   Maintained top positions for 24 competitive keywords and added 31 more relevant keywords to the top positions in 6 months.

3. Staff Empowerment:

   Trained staff successfully managed social media content, contributing to consistent growth in online visibility.

Conclusion

By integrating local SEO strategies, optimising online profiles, and empowering staff with social media skills, I helped the waste management company strengthen its digital presence while fostering community connections. This approach drove measurable growth across both B2B and B2C segments while reinforcing the company's commitment to sustainability and local support.