Case Study
min read

South-Group SEO Campaign

The campaign achieved significant improvements in keyword rankings and user engagement metrics, demonstrating enhanced visibility and relevance for "South-Group" in search engine results pages.
Povilas Peseckas
June 15, 2024

Campaign Goals & Budget


  • Establish a robust online presence for "South-Group."
  • Achieve first-page rankings on Google for keywords related to catalytic converters and e-waste within 3 months.
  • Align with the brand's mission to increase visibility among businesses and individuals interested in catalytic converter and e-waste solutions.


  • The total budget was allocated in two phases:
    • Phase 1 (first 4 months): Approximately two-thirds of the total budget.
    • Phase 2 (subsequent 2 months): Approximately one-third of the total budget.

Budget Allocation:

  • Website development (recommendations)
  • Content creation (on-site and off-site)
  • On-site SEO
  • Off-site SEO (including backlinks and publication articles)
  • Technical SEO adjustments

Target Audience & Overall Strategy

Target Audience:

  • Businesses: Automotive manufacturing, recycling, and environmental sectors.
  • Individuals: Consumers interested in eco-friendly solutions, recycling, and environmental conservation.

Overall Strategy:

  • Keyword Optimization: Identify and target high-volume, relevant keywords.
  • Content Creation: Develop informative and engaging content such as guides, articles, and case studies.
  • On-site SEO: Optimize website structure, meta tags, headings, and internal linking.
  • Off-site SEO: Build quality backlinks from reputable sources through guest posting, partnerships, and content promotion.
  • Technical SEO: Improve site speed, address technical issues, and ensure mobile responsiveness.
  • Local SEO: Optimize Google My Business listing and local citations to enhance visibility in local search results.

Creativity & Innovation

Unique Aspects:

  • Environmental Focus: Emphasis on eco-friendly solutions, positioning "South-Group" as a leader in green initiatives and recycling practices.
  • Industry Expertise: Leveraging "South-Group's" knowledge to provide tailored insights and solutions, building credibility.
  • Localized SEO: Targeting South African users to enhance visibility in local search results.
  • Comprehensive Optimization: Combining on-site and off-site SEO techniques for maximum visibility and search engine rankings.

This approach highlights the campaign's focus on sustainability, industry expertise, local targeting, and comprehensive SEO strategies, establishing "South-Group" as a significant player in the market.

Execution / Implementation

Consistency in Brand Experience:

  • Alignment with Brand Identity and Objectives:
    • Messaging and Tone: Reflecting "South-Group's" brand identity, emphasizing sustainability, expertise, and innovation.
    • Content Themes: Focusing on catalytic converters, e-waste recycling, and environmental conservation to educate and engage the audience.

Unique Formats and Differentiation:

  • Utilized interactive content formats such as quizzes and polls to engage users, encouraging participation and sharing to increase brand visibility and engagement.

The campaign ensured a unified brand experience through consistent branding, messaging, and unique content formats, resonating with the target audience and contributing to the campaign's success.

Results & Impact

Keyword Rankings Improvement:

  • Catalytic Converter Buyers Near Me: From not ranking to position 1.
  • Catalytic Converter Price: From not ranked to position 6.
  • Catalytic Converter Recycling: From not ranking to position 1.
  • Catalytic Converter Scrap Prices South Africa: From not ranking to position 6.
  • E-Waste Recycling / Ewaste Recycling: Achieved position 4 for both keywords.
  • Electronic Recycling: From not ranking to position 1.
  • Catalytic Converter Buyer: Improved to position 3 from not ranking.

Google Business Profile Metrics:

  • Website Clicks:
    • Pretoria: Increased from 12 to 38 clicks.
    • Johannesburg: Decreased from 27 to 25 clicks.
    • Durban: Increased from 13 to 96 clicks.
    • Cape Town: Increased from 70 to 127 clicks.
  • Calls:
    • Pretoria: Decreased from 7 to 10 calls.
    • Johannesburg: Increased from 11 to 18 calls.
    • Durban: Increased from 32 to 37 calls.
    • Cape Town: Increased from 17 to 44 calls.
  • Messages: No change in Pretoria, Johannesburg, and Durban. Increased from 0 to 1 message in Cape Town.
  • Directions:
    • Pretoria: From 43 to 127.
    • Johannesburg: From 80 to 91.
    • Durban: From 43 to 70.
    • Cape Town: From 49 to 152.

The campaign achieved significant improvements in keyword rankings and user engagement metrics, demonstrating enhanced visibility and relevance for "South-Group" in search engine results pages. The increased interaction and interest in the brand's offerings reflect the success of the campaign in meeting its objectives.

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