Scaling a Local Bury Waste Removal Business Into a Greater Manchester Commercial Operator Through SEO
This waste-removal client approached us as a small, domestic-only operator relying almost entirely on repeat customers and word-of-mouth in their immediate local area. Their website generated minimal new enquiries, they ranked for only a handful of non-brand related searches, and they had no visibility in surrounding Greater Manchester towns.
Over the past year, they shifted their business model from local domestic jobs to a wider mix of domestic + commercial waste collection, with a new emphasis on office clearances, business waste, and multi-area service coverage across Greater Manchester. They partnered with us to make SEO the engine behind this expansion.
Across the last 3 months (September, October, November of 2025) (vs the same period last year), the results speak for themselves:
+317% increase in new customer website bookings
+67% increase in total clicks (491 → 820)
+122% increase in impressions (27.8k → 61.9k)
Average ranking improved from 39.7 to 27.1
Growth driven overwhelmingly by non-branded searches, meaning new customers discovering the business for the first time
All gains are year-on-year, controlling for seasonality, which is especially important in the waste-removal industry where search demand fluctuates heavily and is higher in spring/summer.
The SEO Challenge
Before we began, the business was only appearing for variations of its brand name. Their search footprint was almost entirely navigational.
They did not rank for core revenue-driving terms such as:
“waste removal Manchester”
“rubbish collection Bolton”
“garden clearance Bury”
“rubbish removal Salford”
“office clearance Manchester”
They also lacked area pages, commercial service pages, and location-specific content. This meant they were invisible to potential customers outside their hometown; despite servicing those areas offline.
Our strategy focused on building topical authority across Greater Manchester, expanding their keyword footprint across domestic, commercial, and office-clearance terms.
What We Did
1. Built out commercial SEO landing pages
We created and optimised dedicated pages for services such as:
Office clearance
Business waste collection
Commercial rubbish removal
Strip-outs and bulky waste
This allowed the site to finally rank for high-intent B2B searches that previously brought in 0 clicks.
2. Expanded local area coverage
We rolled out optimised location pages targeting towns and cities across Greater Manchester, enabling visibility for searches like:
“waste removal Manchester”
“rubbish removal Salford”
“garden clearance Bury”
“rubbish removal Bolton”
“waste collection Bury”
These pages became some of the strongest performers year-on-year, with many terms growing from no ranking at all to now driving regular clicks.
3. Keyword expansion and non-branded growth
One of the clearest indicators of success is the increase in non-branded discovery.
Examples from the Search Console data (last 3 months vs last year):
“house clearance bolton”
37 → 571 impressions (+534)“house clearance manchester”
1 → 102 impressions (+101)“waste removal bury”
2 → 17 clicks (+15)“rubbish removal bury”
2 → 16 clicks (+14)“waste collection bury”
2 → 6 clicks (+4)
These gains came from ranking for new terms that either didn’t exist in their profile previously or they ranked very low for.
4. Improved average rankings across all key topics
Across the site, the average ranking improved from position 39.7 → 27.1, a +31.7% improvement.
Because this improvement happened alongside a massive rise in impressions (+122%), it shows they’re now ranking for far more keywords, including competitive service terms that previously didn’t generate any impressions.
When a site’s search visibility grows this dramatically, new lower-ranking keywords temporarily pull down CTR and average position which is a normal pattern when scaling into completely new search categories.
The Results
The Results
Search Performance (YoY: Last 3 Months)
| Metric | Same Period Last Year | Last 3 Months | Result |
|---|---|---|---|
| Total Clicks | 491 | 820 | +67% |
| Total Impressions | 27.8k | 61.9k | +122% |
| Average Position | 39.7 | 27.1 | +31.7% improvement |
| New Customer Bookings | Baseline | +317% | Driven by non-branded traffic |
What This Meant for Their Business
By shifting from ultra-local domestic work to a multi-area, commercial-ready operator (and supporting that with the right SEO structure), the business unlocked a new customer base.
The website now acts as a 24/7 acquisition engine, attracting:
More new customers than ever
Higher-value commercial enquiries
Office clearance leads across Greater Manchester
Domestic bookings outside their historic core area
This has materially changed how the business operates, how it staffs jobs, and how it forecasts growth.
Testimonial
“Brad and Remel have looked after our SEO for some time now and the results speak for themselves. We’ve grown, we’re getting more bookings than ever, and they always know what needs doing. Proper team, genuinely care, wouldn’t go anywhere else for SEO.”
