POLYJOHN
SEO
CASE STUDY
Targeted SEO strategy transforms rankings, driving traffic, visibility, and sustained growth
PolyJohn is a family-owned, international manufacturer of portable toilets and sinks that serves portable restroom rental companies, known in the industry as portable restroom operators (PROs).
80%
of Primary Keywords on Page 1 of Google
36%
Increase in Goal Completions
The Challenge
The company needed to jolt life into its search engine optimization (SEO) because it was getting zero penetration.
The PolyJohn website was buried deep in the search engine results pages (SERP) rather than being front and center. This was a major concern when you consider that, according to HubSpot, 66% of buyers don’t go past the top 5 Google listings, and 75% don’t go past the first page of listings.
Strategy Execution
Adventure laid the foundation for an SEO turnaround by evaluating PolyJohn’s existing situation, identifying problems and opportunities and implementing both on-page and off-page tactics to help the site move up in the rankings. We began by focusing on 10 strategically-selected keywords and took steps to improve their ranking. These action steps included:
Evaluating Google Algorithm Updates
Identifying and Resolving Spam Issues
Creating New Links
Building Citations
Evaluating Content
The Results
These actions had a very positive effect in relatively short order. Within 9 months, all of the initial keywords moved higher in the Google rankings, with half of them ranking in position 4 on the first page of the search results. Overall, we doubled the total number of ranking keywords, more than doubled the number of domains and referring pages and saw steady increases to valuable web traffic.
80%
of Primary Keywords on Page 1 of Google
36%
Increase in Goal Completions
This project continues today with an expanded keyword list and a goal of achieving and maintaining high ranking. At last check, more than 20 keywords ranked in the top 5 of page 1, including nearly a dozen ranked in position 1.
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