Skoup SEO Case Study
Local and National SEO Optimisation
Skoup are a new brand in the waste management industry launched in 2019. Owned by Biffa, Skoup was developed as a brand with a more B2C focused offering than the main B2B Biffa website.
Skoup offers three core services, Van It (bulk waste removal), Bag It (black bag removal), and Skip It (skip hire). The skip hire and waste management sectors are highly competitive, with a significant number of local and national competitors.
The key challenge in the waste management sector is to rank for core terms such as ‘bin bag collection’ and ‘can I take mattress to tip’, whilst also ranking for local terms for every major town or city in the mainland UK. Being a new brand, Skoup have a limited number of physical locations but are competing with local companies around the country.
The UM strategy
The solution was to identify a set of key city locations by population and search volume. Each core city had unique content developed to help Skoup rank for the key terms. Each of the core city pages were expanded to target high search volume suburbs and surrounding towns.
Our keyword research found that a large number of local competitors lacked upper funnel information content. This presented a clear opportunity to engage with customers at the beginning of their journey and introduce them to the Skoup brand.
A key competitive advantage Skoup has over smaller local firms are the multiple service offerings they can provide. It is often the case that, when disposing of bulky items such as sofas, customers were searching for “skip hire” when a man-and-van removal service was more appropriate. The information content that was created, was designed to target customers at the consideration phase to highlight the most appropriate services.
Information content was created around waste management options including skip sizes, and the disposal of specific items.
We saw a large increase in organic presence and organic sessions to the site.
The results below are for the period Jan to Dec 2021 compared to the same period in 2020.
- 279% increase in organic sessions
- 413% increase in new organic users
- 16 top 10 keywords in Google (Dec 2020) to 160 (Dec 2021)
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