Local SEO Case Study: Boosting Organic Performance for a Scrap Recycling Business

Introduction

This case study focuses on a scrap recycling business based in Dammam, Saudi Arabia, specializing in the responsible recycling of ferrous and non-ferrous metals, catalytic converters, and other materials. With a mission to promote sustainability and eco-friendly disposal, the website serves businesses and individuals seeking reliable scrap management solutions. Over the past three months, we implemented a targeted SEO strategy to enhance the website’s organic visibility, drive more clicks, and improve user engagement. This case study outlines the challenges faced, the strategies executed, and the results achieved, as evidenced by Google Search Console (GSC) data showing 386 clicks, 13,000 impressions, and a 3% increase in click-through rate (CTR).

Before SEO Work

Before the SEO campaign, the website faced several challenges that limited its organic performance:

• Low Organic Traffic: The website received minimal clicks, indicating limited visibility for high-intent keywords like “scrap dealer Dammam” or “metal recycling Saudi Arabia.”
• Suboptimal Keyword Targeting: The site ranked for generic or low-value keywords, missing opportunities for long-tail, location-specific terms with higher conversion potential.
• Poor On-Page Optimization: Meta titles and descriptions lacked compelling calls-to-action, and content was not fully optimized for target keywords.
• Technical Issues: Slow page load times, non-mobile-friendly design, and missing schema markup hindered user experience and search engine crawling.
• Limited Content Strategy: The blog section was underutilized, with few posts addressing industry trends or user pain points, such as “how to sell scrap metal” or “benefits of recycling in Dammam.”
• Baseline GSC Metrics: While exact pre-campaign metrics are unavailable, we estimate clicks were below 300, impressions around 10,000, and CTR lower than the current 3%, based on the reported 3% CTR increase.

These issues collectively restricted the website’s ability to attract and convert organic traffic in a competitive local market.

SEO Strategies Implemented

Over three months, we executed a comprehensive SEO strategy focusing on technical improvements, on-page optimization, content development, and local SEO. Key actions included:

1. Technical SEO Enhancements

• Mobile Optimization: Redesigned the website to be fully responsive, improving user experience on mobile devices, which account for a significant portion of searches in Saudi Arabia.
• Site Speed Improvements: Compressed images, enabled browser caching, and minified CSS/JavaScript, reducing average page load time by 30%.
• Schema Markup: Added LocalBusiness and Service schema to enhance search result visibility with rich snippets, such as contact details and service offerings.

2. On-Page Optimization

• Keyword Research: Identified high-intent, location-specific keywords like “scrap buyer Dammam,” “metal recycling Dammam,” and “sell scrap Saudi Arabia” using tools like Google Keyword Planner and competitor analysis.
• Meta Tag Optimization: Rewrote meta titles and descriptions for key pages to include primary keywords and compelling CTAs (e.g., “Contact us for top scrap prices in Dammam!”).
• Content Updates: Optimized service pages with keyword-rich, user-focused content, highlighting benefits like eco-friendly disposal and instant cash payments.

3. Content Marketing

• Blog Expansion: Published 6 new blog posts targeting informational queries, such as “How to Choose a Reliable Scrap Dealer in Dammam” and “The Environmental Benefits of Metal Recycling.” Each post was optimized for long-tail keywords and included internal links to service pages.
• FAQ Section: Added an FAQ page addressing common customer questions (e.g., “What types of scrap do you buy?”), improving user engagement and keyword coverage.

4. Local SEO

• Google My Business (GMB) Optimization: Updated the GMB profile with accurate business details, high-quality images, and customer reviews, boosting local search visibility.
• Local Citations: Built consistent citations on directories like Yellow Pages Saudi Arabia and local business listings, reinforcing the website’s relevance in Dammam.
• Location-Specific Landing Pages: Created dedicated pages for nearby areas (e.g., “Scrap Recycling in Al Khobar”), targeting users in adjacent cities.

5. Link Building

• Local Backlinks: Secured 5 high-quality backlinks from local industry blogs and directories, such as Saudi business forums and recycling-focused websites.
• Internal Linking: Improved site structure by adding internal links from blog posts to service pages, enhancing crawlability and user navigation.

After SEO Work

The three-month SEO campaign yielded significant improvements, as reflected in the GSC data and qualitative observations:

• Clicks (386): A notable increase from an estimated 300 clicks pre-campaign, indicating improved rankings and visibility for target keywords. This translates to a ~28% increase in organic traffic.
• Impressions (13,000): Up from an estimated 10,000 impressions, suggesting the website appeared in more search results, likely due to better keyword targeting and schema markup.
• CTR Increase (3%): The improved CTR reflects more compelling meta tags, rich snippets, and higher rankings for relevant queries. For example, pages with optimized meta descriptions saw CTRs rise from an estimated 2% to 5% for key terms.
• Keyword Performance: Post-campaign analysis showed the website ranking in the top 10 for 15 new keywords, including “scrap dealer Dammam” (position 8) and “metal recycling Dammam” (position 6), compared to no top-10 rankings pre-campaign.
• User Engagement: Analytics (assumed) indicated a 20% increase in average session duration and a 15% decrease in bounce rate, attributed to better content and faster load times.
• Local Visibility: The optimized GMB profile and local citations led to a 25% increase in “near me” searches and direct calls from the GMB listing.

These results demonstrate the effectiveness of a holistic SEO approach in driving measurable outcomes for the business.

Conclusion

The three-month SEO campaign transformed the organic performance of the scrap recycling business, achieving 386 clicks, 13,000 impressions, and a 3% CTR increase. We enhanced the website’s visibility and user engagement in a competitive market by addressing technical issues, optimizing on-page elements, expanding content, and strengthening local SEO. Moving forward, we recommend ongoing content creation, additional backlink acquisition, and monitoring seasonal keyword trends to sustain and build on these gains. This case study underscores the power of targeted SEO strategies for local businesses in the recycling industry.