Case Study: Increasing Calls & Local Visibility for a Dumpster Rental Company
Project: Local SEO, GBP Optimization & City Page Strategy
Client: OilCityBins – Edmonton, Canada
Role: SEO Strategist (Remote)
Timeline: 2023-2024
Background
OilCityBins is a dumpster/bin rental company serving local homeowners and contractors across Edmonton. Before I began optimizing their presence, the business struggled with low visibility in search results and minimal calls from Google. The website had weak on-page targeting, no structured city pages, and the Google Business Profile was underdeveloped.
In the dumpster rental niche, users search with strong local intent (“bin rental near me”, “15 yard bin Edmonton”), so the company needed to appear in both organic results and the local map pack to consistently drive calls.
Objectives
- Improve local rankings for bin rental keywords across Edmonton
- Increase calls coming from GBP
- Expand city-level visibility
- Strengthen commercial intent targeting
- Improve relevance for high-converting local searches
Actions Taken
1. Local Intent Keyword Strategy
Researched local “service + city” and “near me” keywords, then aligned the site’s structure around Edmonton neighbourhoods, service types, bin sizes, and user intent terms that drive high conversion.
2. City Page Development
Built and optimized city-specific and neighbourhood-specific pages with service descriptions, FAQs, bin size information, and location modifiers to capture long-tail local searches that competitors were missing.
3. Google Business Profile Optimization
Updated categories, fixed NAP consistency, added optimized service descriptions, uploaded branded & service photos, and guided the client on generating safe, steady reviews. Improved the completeness and relevance of the GBP to rank better geographically.
4. On-Page SEO Improvements
Rewrote metadata for click-through improvement, improved header structure, added schema markup, optimized internal linking, and aligned content with local search patterns common in home-service industries.
5. Tracking & Reporting
Monitored performance through Google Search Console, GBP insights, and local rank tracking to identify which areas were gaining traction. Made adjustments to metadata, content depth, and city pages based on ranking behaviour.
Results (Within Several Months)
- Significant increase in calls from Google Business Profile
- Improved visibility across multiple Edmonton areas, especially for “bin rental” and “dumpster rental” searches
- City pages began ranking organically for neighbourhood-level keywords
- Stronger map pack performance and improved discovery impressions
- More consistent lead flow for both homeowner and contractor searches
Why This Case Matters
This project reflects my ability to execute local SEO for home-service businesses, which often depends heavily on:
- Strong local intent optimization
- Conversion-focused city pages
- GBP dominance
- Smart metadata and content structure
It also showcases my ability to work in competitive, service-based niches where local visibility directly correlates with call volume and revenue.
Summary
- Local keyword strategy
- City page development
- GBP optimization
- Home-service SEO
- Ranking for high-intent “service + city” keywords
- Improving calls and map visibility
