CASE STUDY
Massachusetts Waste Management Company
Waste hauling and recycling company serving the North Shore of Massachusetts. They offer dumpster rentals, residential trash pickup, recycling, appliance disposal, and scrap metal services across towns like Danvers, Middleton, Peabody, Boxford, Lynnfield, and North Andover.
10x
More Phone Calls
1 call in Dec to 10/mo avg calls Jan-Apr
2.7x
More Form Leads
.6/mo avg before
7.0/mo avg after
+94.9%
Google Business Interactions
306 total interactions
vs prior period
The Client & Challenge
This site had no real online presence. Their website was outdated and wasn’t generating leads. In December 2025, they received just 1 phone call and a handful of contact form submissions. They had no organic keyword visibility for the services they offered in the towns they served. Potential customers searching for dumpster rentals, trash pickup, or recycling services on the North Shore weren’t finding this company at all.
Engagement Overview
Channel: Organic Search (Google)
Target Market: North Shore Massachusetts homeowners and businesses
Services: Website design, local SEO, Google Business Profile optimization
Timeline: January 2026 to present
Starting Point: 1 phone call and 2 form leads in December 2025
Primary Success Metrics
Phone calls (direct revenue opportunities)
Website contact form submissions
Google Business Profile interactions
Local keyword rankings in Google Search
Our Approach
We built them a new website designed to rank in local search, then optimized it for the exact keywords North Shore customers use when they need waste and recycling services. Within 90 days, their phone started ringing.
1
Website Rebuild
Designed and developed a new, conversion-focused website built to rank for local search terms across multiple North Shore towns.
2
Local SEO
Optimized their Google Business Profile, built out location-specific service pages, and targeted keywords like “dumpster rental [town] MA,” “mattress disposal,” “trash pickup,” and “recycling near me.”
3
Keyword Strategy
Focused on long-tail, hyper-local terms that real customers search when they need waste services. 31 keywords now visible in Google.
Keyword Rankings
Within 90 days, They went from zero organic visibility to ranking for 31 keywords in Google Search. These are real terms that local customers use when they need waste and recycling services. The keyword portfolio includes both service-specific and brand terms, showing strong local authority across the North Shore.
| Service + Location Keywords | |
|---|---|
| dumpster rental middleton ma | dumpster rental peabody |
| danvers mattress disposal | danvers appliance disposal stickers |
| mattress disposal danvers | boxford trash pickup |
| boxford dumpster rental hazardous waste | north andover trash company |
| recycling topsfield mass | lynnfield trash recycle |
| scrap metal near middleton ma | drop off scrap yard in littleton |
| corrugated recycling near danvers ma |
| High-Intent Service Keywords | |
|---|---|
| dumpster rental | dumpster rental near me |
| dumpster rental service | box spring disposal near me |
| glass pickup | disposal |
| whitings waste removal massachusetts |
What Made This Campaign Work
| Hyper-niche targeting | Instead of chasing broad national terms, we targeted the exact towns they serves. Keywords like “dumpster rental middleton ma” and “boxford trash pickup” put them in front of customers actively looking for service in their area. |
| Conversion-focused site architecture | The new website wasn’t just a redesign. Every page was built around a specific service and location, giving Google clear signals to rank and giving visitors a fast path to call or submit a form. |
| Google Business Profile optimization | A fully optimized GBP drove a 94.9% increase in profile interactions. Customers searching on Google Maps and local results found them instead of competitors, generating calls before they even hit the website. |
| 31 keywords from zero in 90 days | They had no organic visibility before we started. Building keyword coverage across services, towns, and brand terms created a compounding pipeline where every new ranking brings in more leads month over month. |
The Bottom Line
This waste management company went from invisible online to generating 58 total contacts (calls + form leads) in the first four months. That’s real revenue from customers who would have gone to a competitor.