Site audit and growth plan
The reputation is built. Now make search match it.
We crawled all 48 addresses in your sitemap, ran a mobile speed test on the homepage, checked where you show up on Google in three of your markets, and looked at the ads running today.
YELO already has what is hardest to get: a 5.0 rating, prices in plain view and online booking. The new site gives that a clean home. What it does not have yet is depth. The town pages are one page repeated 31 times, there is a single article, and Indianapolis, the biggest market on your list, is not finding you. A few launch items also still need closing out. This is where things stand and what ongoing SEO and ad management would do next.
Housekeeping
Five things to close out first
- The FAQ recommends a size you do not rent
Every town page says “a 20- or 30-yard suits big renovations”. Your sizes are 7, 10, 12, 17, 22 and 30.
- Seven days a week, or closed Sunday
38 pages promise service “7 days a week”. The footer on every page says “Closed Sunday”. One of them is wrong, and a customer who books a Sunday drop will find out which.
- Old pages are still live
The previous homepage is still up at
/home/with the same title as your Greenwood page. The old contact page sits at/newpage/. The default “Hello world!” post, its category page and an author page are all in the sitemap. - Five town pages nothing links to
Lizton, Lebanon, Shelbyville, Edinburgh and Columbus have pages, but no page on the site links to them. The service areas page says 26 towns. There are 31.
- The homepage is heavy on a phone
6.2 MB in total, 5.5 MB of it images, including one 1.4 MB spec graphic. The size section also jumps as it loads, which gives a layout shift score of 0.37 where under 0.1 is the target.
Credit where due
What is already working
- 5.0 across 536 Google reviews in Martinsville and 5.0 across 91 in Greenwood.
- Second map result for “dumpster rental” in both of your home markets.
- Google’s AI summary for Martinsville dumpster rental lists YELO first.
- Up-front prices on every size page and in the search listing itself.
- Online booking is one tap from every page.
- Business data on every page in machine-readable form: address, hours, services and prices.
- A unique title on every current page, and a description on 45 of 48 addresses.
- No broken internal links across 48 addresses. Every image has alt text.
- Live Google reviews on the homepage, size pages and town pages.
- Phone taps and booking clicks already report to Google Ads, and the booking site carries the same tags.
The full picture
Audit by area
| Area | What we found | Status |
|---|---|---|
| Security and redirects | Secure, one address for the site, missing pages return a proper 404. | Good |
| Titles and descriptions | Unique titles on all live pages. Size pages carry the starting price in the title. | Good |
| Internal links and images | No broken links. Alt text on every image. | Good |
| Size pages | Six pages, one per size, each with price, dimensions and what fits. | Good |
| Business schema | Present on every page with address, hours, services and prices. | Good |
| Conversion tracking | Phone taps and booking clicks are tracked as conversions. | Good |
| Sitemap | Lists the old homepage, the old contact page, a default post, a category page and an author page. | Fix |
| Town pages | 31 pages that match each other 98 to 100% with the town name removed. Google treats pages like these as one page. | Fix |
| Accuracy | A 20 yard size named on 31 pages. Seven-day service promised on 38 pages against a Sunday closure in the footer. | Fix |
| Orphan pages | Five town pages with no links pointing to them. | Fix |
| Mobile speed | Performance 50. 6.2 MB homepage. Layout shift 0.37. | Fix |
| Second location | The schema names the Martinsville address only. Greenwood, its phone and its 91 reviews are not in it, and neither is your rating. | Gap |
| Articles | One guide. Nothing yet on the questions Google shows for your searches. | Gap |
| Project and customer pages | No pages for roofing tear-offs, cleanouts, concrete and dirt, or for contractors and property managers. | Gap |
| Indianapolis | Not in the map results and not in the first organic results we saw. | Gap |
| Listings | The BBB shows Suite B where the site shows Suite C. Yelp sits at 4.2 from 17 reviews against 5.0 on Google. | Gap |
| Call tracking on the site | The number does not change for visitors who arrive from an ad, so a tap is counted but the call is not recorded or scored. | Gap |
Where you show up
Three markets, one search each
We searched “dumpster rental” with the town name for three of your markets and recorded what Google showed.
| Market | Map results | Organic results |
|---|---|---|
| Martinsville | YELO is second of three, at 5.0 from 536 reviews. The listing above it has one review. | Google’s AI summary names YELO first. Two competitors hold the first organic results. |
| Greenwood | YELO is second of three, at 5.0 from 91 reviews. The listing above it has one review. | Your Greenwood page is the third result, behind a national junk removal brand and Yelp. |
| Indianapolis | YELO does not appear. The top two listings show 931 and 102 reviews. | YELO does not appear in the first results. A national hauler and local competitors hold them. |
Reviews by profile, against the two Indianapolis map leaders:
Results as shown on September 30, 2026, searched with the town in the query from outside Indiana. Positions shift with the searcher’s location, so treat this as a snapshot.
- In both home markets the listing above yours has a generic name and a single review. Listings that break Google’s naming rules can be reported and removed.
- Greenwood is your closest profile to Indianapolis. It has 91 reviews where Martinsville has 536. Growing it is the most direct lever on the south side.
Paid search
Google Ads today
- Two text ads are live under the verified YELO Dumpsters LLC account, last shown September 30, 2026.
- An earlier agency account also ran ads to your domain. The one we opened last ran in March 2026.
- The site reports phone taps and booking clicks to Google Ads as conversions.
- The phone number on the site stays the same for ad visitors, so there is no recording or lead score tied to the keyword behind a website call.
- The booking site carries two separate Analytics properties. One of them should be the single source of truth for booked rentals.
- The booking site passes a rental value with its conversion, which is the right setup. It needs checking against the booking system’s own totals.
This section uses only what is publicly visible: Google’s Ads Transparency Center and the tags on the site.
What we would do
The plan
Two tracks that share one set of tracking. The order below is the order of work.
SEO
- Close out the five itemsThe size named in the FAQ, the Sunday question, the old pages and the sitemap, the five unlinked towns, and image weight on the homepage.
- Rebuild the town pages, biggest firstIndianapolis, Greenwood, Bloomington, Plainfield and Avon lead. Each page gets what only that town has: who issues a street placement permit and when you need one, usual delivery windows from your yard, jobs delivered there with photos, and reviews from customers in that town.
- Answer the questions Google is showingOn your searches Google lists “How much does it cost to rent a dumpster in Indiana?”, “Will a couch fit in a 10 yard dumpster?” and “When renting a dumpster, what can you not put in it?”. You publish prices, so you can answer these better than anyone. Articles go out on the plan’s monthly schedule.
- Pages for the job and the customerRoofing tear-offs, garage and estate cleanouts, concrete and dirt in the 7 yard, remodels. Separate pages for contractors, property managers and real estate teams, who already show up in your reviews.
- Work both Google profilesA steady review process for Greenwood, sizes listed as products with prices, regular photos and posts. Report the listings that break the rules. Correct the BBB and directory details, and add Greenwood and your rating to the site’s schema.
- Go after Indianapolis properlyMap results favour whoever is closest, so this takes a strong page, neighbourhood coverage on the south side from Greenwood, local links, and ads carrying the market while the organic side catches up.
- Track AI answersA monthly check on whether AI assistants name YELO when asked for a dumpster in each priority town.
Google Ads
- Account reviewSearch terms, wasted spend, structure and bids, written up before anything changes.
- Call tracking on the siteA number that swaps for ad visitors, with recordings and lead scoring, so a call is tied to the keyword that produced it.
- Revenue you can trustReconcile the rental values Google Ads receives against the booking system, settle on one Analytics property, and bid to booked revenue.
- Campaigns by market and intentSize searches, project searches and town searches kept apart. Indianapolis gets its own budget so it cannot starve the home markets, or be starved by them.
- Ads that pre-qualifyPrice and same-day delivery in the ad, landing on the matching size or town page.
- Negative keywordsJunk removal, weekly trash service, landfill and dump locations, portable toilets, jobs, and the national brands.
- Weekly hygieneSearch term review, hands-on bid control, ad testing and call review so only real rental leads count.
The honest trade
What we need from you
| Input | Why | Who |
|---|---|---|
| Your real hours and delivery days | So every page, both profiles and the schema say the same thing. | Owner |
| The towns that matter most | Where the margin is and how far you want to haul. It sets the order of work. | Owner |
| Job photos with the town | A photo of a YELO can in a driveway in that town is the proof a town page needs. | Drivers |
| What you know about permits | Which towns have asked for one and who you dealt with. We research the rest and you confirm it. | Owner |
| Contractor and repeat customers | Two or three willing to be named on the contractor pages. | Owner |
| Booking system reporting | To tie ads and search to booked rentals. | Owner |
Accountability
How we measure it
Booked rentals and qualified calls by source, reported monthly. Alongside that we track map position in the priority towns, review counts on both profiles, and the numbers in this audit so you can see them move.
We do not forecast traffic or rental counts before the work starts. Anyone who does is guessing.
Investment
Published pricing, no custom quote
Our plans and rates are on one public page. Your site is already built, so for YELO we recommend two lines from it:
- Gold SEO plan. The plan built for growing businesses. Covers the technical work, local SEO, citations, both Google profiles, content and monthly reporting. AEO is included with any SEO plan.
- Paid Ad Management. Google Ads run end to end for a flat monthly rate that does not rise with your ad spend.