Royal Portal Johns SEO

case study

the client

Royal Porta Johns is a family-owned and operated portable restroom rental company based in Eastern Massachusetts that services families and businesses throughout New England. The company was established in March of 2023 and provides quality service and reliable products to give customers peace of mind when they order a rental.

the objective

We began working with Royal Porta Johns in October of 2023. Despite the company being relatively new at that time, the owner had a goal of growing quickly and being among the area’s top providers of portable sanitation rentals in a very competitive service area. To increase leads and generate more sales, it was essential to strengthen the business’s digital presence to provide more visibility on Google.

PRO Porta Potty Marketing, which we developed with fellow client and portable sanitation industry leader PolyJohn, was the ideal solution. It is designed to take the burden of website and SEO management and optimization from portable restroom operators and put it into the hands of marketing experts who know the ins and outs of the portable sanitation industry and its customers.

the work

Royal Porta Johns had an existing website that we needed to access. Once the site was transferred to us, we went to work. The search marketing package they selected included:

  • Monthly search engine optimization
  • Google Business Profile optimization
  • Google review request services
  • Monthly SEO reports

They also hired us to create and manage pay-per-click (PPC) ads for them. This would allow for a comprehensive approach to search, enabling Royal Porta Johns to be found organically at the top of the search engine results page (SERP) and in the paid results section.

We implemented on-page and off-page tactics to improve the site’s organic search ranking and optimized the company’s Google Business Profile (GBP). To get the most out of the GBP, we provided the customer with a review request dashboard to encourage satisfied customers to leave reviews.

We also wrote copy for the PPC ads and got them set up and running. From there, it was a matter of analyzing the reporting data and making optimizations to get the best possible results.

the results


Local Search Grid is a reporting tool we utilize that shows how a business is ranking for different keywords on a granular level. As opposed to knowing your general ranking for your entire service area, the grid shows where you rank at various locations within your service area that are just a few miles apart.

The colored dots indicate how you rank for the keyword at that location. This level of detail gives you a clearer picture of where you are doing well, where you could be doing better and who your competitors truly are. The goal is to fill the map with as much green as possible.

A top-three ranking will land a business in the coveted Google Local Pack. The Local Pack, also called the 3 Pack or Map Pack, appears at the top of the SERP and features the three most relevant results, as determined by Google’s search algorithm, separate from the other organic search results. These top three results are accompanied by a map showing the business location along with the address, hours and average star rating from customer reviews.

In just four months, we achieved incredible results with multiple keywords.

Keyword: “Portable Toilet Rental Near Me”

Keyword: “Portable Restroom Rental Near Me”

Keyword: “Porta Potty Rental”


Organic Rank is the SERP (search engine results page) rank achieved from natural (non-paid) SEO tactics. These local, non-map results are the listings that appear below paid ads.

As with Local Search Grid, it didn’t take long for us to also help Royal Porta Johns drastically improve its Organic Ranking.

Keyword: “Porta Potty Rental”

One month after onboarding, we achieved the top ranking and maintained it in the ensuing months.

Keyword: “Portable Restroom Rental”

One month after onboarding, we achieved a top-5 ranking and improved to the second position in Month 4.

Keyword: “Portable Toilet Rental”

One month after onboarding, we achieved the top ranking and maintained it in the ensuing months.

This chart displays the number of keywords that the business ranks for and the ranking positions of those keywords. In 4 months, we increased the number of keywords Royal Porta Johns ranked for, as well as their ranking positions.

Was Royal Porta Johns happy with the results and future prospects? The answer was a resounding YES!

If you want more information on how a Porta Potty Marketing Package can make a positive difference in your operation, check out

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