How Pink Bins Achieved 81% Organic Growth, Over 100,000% ROI, And Generates Millions in Lifetime Value Every Month!
Pink Bins is an environmental impact business based in South Auckland, NZ!
They’re in the Waste Management and Recycling space, meaning they’re making sure we’re looking after our planet! Pink Bins diverts 30% waste on average from landfills, about 500 tonnes per month!!
Pink Bins came to us because they were struggling with their Google Presence: they were unhappy with their previous corporate providers and wanted a partner who was more engaging and could create better results.
Check out the video below to hear it direct from Craig.
“Ben is really great to deal with, we highly recommend! After shuffling through a number of corporate SEO providers over the years, we’ve found dealing with Team Empathy a much better experience, and the value they create for us is much better than before!”
-Craig Stuart - Pink Bins ⭐⭐⭐⭐⭐
The Background
When we started working with Pink Bins in June 2020 they had just transitioned from a corporate provider who both didn’t understand them or their objectives and who weren’t getting great results for their SEO. They wanted a team that cared about them and could get results!
Enter, Team Empathy! Over a year we created epic results for them. The most impressive results we generated were in the first 6 months of working with them, where we created a 411% increase in search traffic in that period - a total of 17,926 users! 🎉
Overall since coming on board, we’ve increased organic traffic by 81%, meaning Pink Bins now averages 4,700 sessions per month. They’re absolutely humming and Craig is loving it! Make sure to check out the video above for more info on our new strategies - and behind the scenes footage of how we created this for Pink Bins!
This also means we’re creating a huge beneficial environmental impact - diverting waste and recycling so much more than before - so we’re stoked about this too! 🌲
The Results
October 2021 alone saw a LTV generation of $2,500,000 🤯
Lifetime Value is calculated as the $ amount one pays for a product/service X how many times they purchase over their life as a customer.
Pink Bins has a trade customer with the Lifetime Value (LTV) of $500,000 (20-year relationship with builders/renovators, etc). This is absolutely mindblowing for us, meaning each new client we help deliver to them through SEO has a value of $500,000!
In October 2021 alone, Pink Bins brought on 4-5 new trade clients - this means we helped them create an additional $2,000,000 - $2,500,000 worth of LTV!! 🚀
Considering the cost of our Care Package, the ROI here is far too high to mention - somewhere around 133,000% (Yep, you read that right) 🤣
Organic Traffic Improvement by 81%⭐
Pink Bins’ organic website traffic (meaning clicks from Google that aren’t Ads) increased from an average of 2,600 per month in June 2020 to 4,700 per month on October 2021. This increase, which is huge considering that we’re numbering in the thousands here, actually required Pink Bins to put a hold on their services at that time - they simply couldn’t keep up with the huge spike in demand!! 🤣
Traffic Value - How Pink Bins Makes Money On Their Ads 🤷♂️💲
Traffic value is how much Pink Bins would have to spend on Google Ads IF they weren’t ranking for the keywords that we organically rank them for.
This means we’re delivering them $4,267 worth of savings every month, essentially voiding our costs.
In October 2021 alone, Pink Bins brought on 4-5 new trade clients, worth up to $2,500,000 LTV. As you can see from the screenshot below, this value was worth around $2,600 in June 2020, when we first started, and we’ve brought this up to $4,267 in October 2021.
Keyword Rankings
Keyword rankings refer to the number of keywords for which this company comes up on Google search. The aim of the game is to get as many keyword rankings as possible in the top 10 (i.e. first page). The stretch goal is hitting position 1-3 for your main keywords, since 75% of all clicks happen on the first 3 organic search results!
Since we started working with pink bins their keyword rankings have increased significantly:
Keywords ranking in positions 4-10 have improved from 103 to 107
Keywords ranking in positions 1-3 have improved from 76 to 111!
That’s 39 new keywords now ranking on Page 1 of Google, with 35 of those now in the TOP position on Google: woop! 🎉
Take a peek below at the Live SEO Google Sheet we use to work with Pink Bins - you can see all the green since we started this new process in August! It’s important to understand ALL of the keywords that you’re ranking for (in total we’re tracking 86 keywords for Pink Bins). We focus our SEO work on priority keywords (those that drive the most traffic) while also keeping our eye on everything.
The Impact - What We’ve Been Able to Create
Working with Pink Bins allows us to take part in the recycling effort to divert waste from landfills. On average, Pink Bins is recycling 500 tonnes per month! This is waste that would otherwise be taken straight to a landfill and dumped in. On average, Pink Bins managed to divert 30% of all rubbish collected - a huge effort that we’re grateful to be a part of!
By improving Pink Bins' search presence by 81% and having them fully booked out, we’re maximising our combined environmental impact here!! 🙌
The Strategy - Our Secret To Unlocking SEO Growth
You might be looking at these results and thinking to yourself: “Heck…this is pretty impressive and crazy to believe. How do you create results like this?”
When it comes to ranking on Google, there are actually just 3 Key Growth Levers, which when activated, create explosive organic growth, driving hundreds or thousands of more people to your website: increasing your conversions and scaling all that impact you’re creating 🤯
Below, I’m going to reveal to you exactly what these 3 Key Growth Levers are.
These aren’t crazy secrets or even big technical and complicated things we’ve created to guarantee our results.
They’re just simple tactics, that when employed, always create amazing results.
Here they are: your 3 Key Growth Levers to unlocking explosive organic growth:
Key Growth Lever #1 - Google Business Profile Optimisation
Key Growth Lever #2 - Website Optimisation
Key Growth Lever #3 - Content & Backlink Plan & Implementation
Looks simple, right? It should!
Let me explain below how they’re so impactful.
Google Business Profile Optimisation
Google Business Profile (GBP) is your ticket to dominating local search. In the SEO space, we call this “Local SEO” - which essentially means ranking really well for your local city/area.
GBP is so important because it’s Google’s own business listing platform. You can list yourself on hundreds of directories: but if you haven’t listed with Google, you don’t exist. You won’t show up on the map and you won’t be able to generate reviews.
These are the two ways you get explosive high-intent, organic traffic to your website:
Rank in the top 3 on the map pack (image to the left)
Have the most high-ranking reviews!
You can see how Pink Bins ranks #1 on the map pack while having the most reviews. Who would you choose for your Skip Bin Hire?
Simple, right?
Website Optimisation
Optimising a website means Google knows who you help, why you help them, how you help them, and what you do. How does Google know this?
Google uses a bot and an algorithm (fancy automated computer program) to crawl through your website and literally read everything.
Without getting into details, you need to have every piece of text, every header and technical piece of SEO sorted, while also having fantastic website speed and engagement metrics (called Core Vitals) for both mobile & PC.
Watch the video above and I explain how we do all of this for Pink Bins! (I know it can be confusing: this is the most technical part of it all).
This process can take months to complete, and sometimes it’s never completed properly. You need an expert to assess all of the pages of your website, analyse all the technical SEO, look for any errors, speed issues, etc. There are decent tools out there that help with this: we use a mix of online tools + SEO expert knowledge to prepare an audit, then create a live Google Sheet from which we do all of our optimising work from (video above for insight).
Content & Backlink Plan & Implementation
To create consistent results, you need to show up consistently. #truth!
The first two key levers focus on optimisation. This last key lever focuses on strategy and continuous execution.
Ranking on the top of Google requires building trust over time, while also building more trust and adding more value than your competitors. You do this by adding consistent backlinks (the actual number you need each month depends on competition, but you need to be consistent) and by consistently releasing content that is genuinely helpful: it answers people’s questions and solves their problems.
For Pink Bins, we add around 45 diverse, high-quality backlinks per month from a range of sources. We also release blogs on a regular basis that follow our content topic cluster planning document.
The Team Empathy Difference - Why We’re Loved! 💖
We go above and beyond the industry standard - every month you receive a video report, strategic marketing advice from the team, and full transparency of our process - we provide you access to your live doc where you can see all the work (including backlinks).
We genuinely care (and operate from a place of core values) - which is why we engage so much. Your mission is our mission. You can rest easy knowing we love you and your brand and that we will take care of you!
We run on a monthly subscription model vs the standard 6 or 12-month locked-in contract. We’re here instead to create amazing relationships.
Want results like these for your business?
Want to see if these results would be possible for you too? Jump on a free Connect Call with one of our team, to see if your online presence has room for improvement and how exactly we would unlock growth for your business!
