TARS Ltd

The challenge

TARS operates in a market where intent is high and decisions are made quickly. Customers search with a clear need and compare suppliers based on availability, delivery coverage and pricing clarity.

Early SEO analysis showed strong demand across core services, but the existing brochure website limited how effectively that demand could be captured. While rankings could improve, the site wasn’t structured to scale visibility across multiple service lines or convert that traffic consistently as coverage widened.

The opportunity was clear: SEO could drive growth, but the platform needed to support it.

Our strategy

The objective was to make TARS the most visible and most straightforward supplier for high-intent waste and aggregates searches in its service area.

We followed a staged SEO strategy where each phase reinforced the next. We focused first on defining commercial services, then expanded into aggregates and related products in a way that strengthened topical authority rather than diluting it. As coverage widened, we addressed the practical barriers that prevent SEO traffic from converting — ensuring the site reflected how the business operates in the real world.

Every decision was shaped by one question: what does SEO need next to scale?

What we did (SEO-led execution)

1) Commercial intent targeting: Grab Hire and Tipper Hire

We started by mapping the searches most likely to drive revenue — the terms customers use when they’re actively choosing a supplier rather than researching options. That led us to prioritise Grab Hire and Tipper Hire early.

We built and refined intent-led landing pages, improving clarity around what each service includes, who it’s for, and what happens next. Alongside on-page optimisation, we strengthened internal linking pathways into these services so Google could interpret relevance more confidently and users could navigate without friction.

2) Expanding topical authority: Loose Aggregates

As performance developed, search behaviour highlighted a broader opportunity in Loose Aggregates — a higher-volume category with more product variation and more comparison-led buying behaviour.

To compete here, we focused less on “adding pages” and more on building a structure that both search engines and users can understand. We improved how products and categories are grouped, explained and connected, ensuring each page had a distinct role, clear intent, and a logical relationship to the wider section.

3) Conversion-led SEO: removing friction with operational logic

As visibility increased, the limiting factor became conversion reliability. In this category, organic users often drop out when delivery coverage, part loads or pricing conditions aren’t clear early in the journey.

We addressed that friction as part of the SEO programme. Introducing part load handling, part load charges and a delivery postcode checker wasn’t “extra functionality” — it was required to convert high-intent search demand consistently. These changes helped qualify users earlier, reduce uncertainty and improve the likelihood that organic sessions resulted in a transaction rather than another search.

Skip Bags launch: built a purchase journey that qualifies delivery by postcode and reduces ordering friction  Postcode checked before add-to-basket to reduce drop-off

4) Scaling coverage without dilution: Bulk Bags and Skip Bags

With the foundations in place, we expanded into additional product lines in a controlled way — capturing new segments of demand without fragmenting the SEO footprint.

We introduced Bulk Bags to target customers looking for smaller quantities or a simpler purchase route. We then introduced Skip Bags, another high-intent product where clarity and convenience are essential. Competitors offered similar services, but often with clunky journeys; we built the experience to align with search behaviour and support confident purchasing.

5) Local SEO: aligning visibility with real delivery coverage

Local SEO was a priority throughout. Because TARS services are constrained by delivery locations, visibility only matters if it reaches customers in the areas TARS can realistically serve.

We focused on strengthening local discovery so Google associated TARS with the right geographic demand, and the site supported searches from customers within the delivery area — not generic traffic that wouldn’t convert. As the offering expanded into aggregates, bulk bags and skip bags, local intent became even more important, and we treated location as a core part of the SEO system.

6) Technical foundations and continuous optimisation

Across the programme, we strengthened technical foundations so performance could compound: maintaining a clean, indexable structure as new sections were added, supporting crawlability and clear page intent, and iterating based on performance data and demand patterns.

Rather than relying on one-off wins, the approach was designed to compound — each expansion widened coverage, improved relevance, and reinforced internal linking and topical authority across the site.

Year-on-year revenue growth by channel — organic search led performance (2024 vs 2025)

The Results

We expanded search coverage beyond a small set of terms.

Organic visibility increased by ~292% year on year as we built structured coverage across core services (initially Grab Hire and Tipper Hire) and then expanded into aggregates and related products. That growth is consistent with improvements to site structure, intent-led landing pages, and internal linking that helps Google understand the breadth of the offering.

We improved demand capture, not just reach.

Clicks grew faster than impressions (~346% YoY). In practice, this indicates we strengthened relevance for high-intent searches and improved how key pages compete in the results, through clearer page intent, better on-page structure, and iterative optimisation over time.

We improved the site’s ability to convert organic demand.

Organic revenue increased by 46% YoY, and transactions increased by ~112% YoY. Transaction growth points to a stronger conversion journey, which we supported by reducing practical friction, particularly around delivery qualification and order constraints, so high-intent organic visitors could complete an order more reliably.

We strengthened local discovery alongside organic rankings.

Google Business Profile revenue increased by 2,500%+ YoY, supporting maps-driven demand capture and reinforcing visibility for location-led searches.

Overall, performance compounded as the platform and SEO strategy matured.

Rather than relying on a one-off uplift, results improved as we expanded the service ecosystem, strengthened technical foundations, and aligned the site more closely with how customers search and buy in this category.

TARS is a clear example of what happens when SEO is treated as a long-term growth system.

By using search data to guide platform development and service expansion, Reach Digital helped turn a brochure website into a scalable, transactional platform, and organic search into a reliable commercial channel in a competitive market.