Increasing Organic Traffic and Converting Leads for My Porta Potty Rental Company

My partner and I launched Bay Area Sanitation in January 2023. From the start, we leveraged my construction relationships and prioritized aggressive outside sales. By the end of our first year, we had over 500 portable toilets rented out and a positive Net Income. Overall, it was an impressive first year of business.

As 2024 went on, we realized our online marketing wasn’t cutting it. We were running Google Ads, but we weren’t getting many leads or organic customers. Early that year, I decided to start an SEO campaign for our website. At first, it was a lot of trial and error and doing research. But as I got the hang of it, I started seeing our Google rankings improve for industry keywords. I spent a lot of time studying the competition and figuring out how to outrank them in the markets we wanted to focus on. 

With over a decade of experience in the industry, I used my knowledge to develop an effective SEO strategy that delivered impressive results within the first few months of implementation. While it’s still a work in progress, the strategy has driven significant growth for us over the past year.

Keyword Rankings Boost

When I launched the campaign, I initially targeted smaller cities with lower populations to establish a strong foundation. Once we started climbing the rankings, I shifted my focus to larger, more competitive cities within my service area. Over the past month I’ve seen substantial progress with my targeted keywords, and with consistent effort, these rankings are expected to keep improving in the coming months.

My SEO campaign drove a 500% year-over-year increase in website traffic, significantly increasing the number of potential customers finding us online. By targeting high-intent, industry-specific keywords, I elevated our organic rankings to the first page in many local markets. This lead to capturing clicks that might have gone to our competitors. Converting this traffic into leads required a thoughtful approach. I researched and designed a high-converting landing page featuring clear photos, a video, and multiple above-the-fold CTAs to maximize engagement and collect contact information.

*This screenshot shows the year-over-year clicks and impressions rate increase of our website

Compounding Returns

The great thing about organic SEO is how the results keep building over time with consistent effort. As we move into the new year, I’ll focus on keeping my top 3 rankings in the cities where I’m already performing well. Since the top 3 spots get almost 70% of all organic traffic, staying there is a big deal. I’ll also keep working on cities where there’s the most room for improvement and the biggest opportunities for growth. With a solid maintenance plan, I can maintain the rankings while continuing to grow our organic traffic.