PolyJohn SEO

case study

the client

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).

the work

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.

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 and accounting for them throughout the project
  • Identifying and resolving spam issues
  • Creating new links to generate power and domain authority
  • Building citations
  • Evaluating content for maximum effectiveness

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.

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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