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SEO Strategy for Appliances Recycling S.A.
Case Study
White Space developed an always-on SEO strategy for Recycling Appliances S.A., based on the real ways in which citizens search for solutions for their old appliances. Through search intent mapping, targeted content, and continuous optimization, organic visibility increased by 238%, organic clicks by 97%, while 70 keywords secured positions in Google’s Top 3.
Client
Appliances Recycling S.A.Project Type
S.E.OEngagement
OngoingThe Case
Recycling Appliances is Greece’s approved collective recycling system for electrical and electronic equipment, with nationwide coverage and a pivotal role in both waste management and raising environmental awareness among citizens.
At the heart of its mission is a clear objective: to help citizens understand what to do with their old appliances and guide them towards choosing recycling over disposal.
However, the key challenge was not a lack of information, but the gap between knowledge and action.
When a citizen is faced with an old appliance, they don’t search for “recycling” — they search for a solution.
We were tasked with strengthening the organization’s presence on Google Search, with the goal of securing top positions for searches related to appliance recycling, increasing organic visibility, and expanding engagement with its audience.
At the same time, the strategy aimed at something more meaningful: turning search into a tool for citizen activation, directly contributing to increased participation in recycling.
The Challenge
The strategy was built around understanding two critical user challenges and the structure of search demand.
(a) Behavioral barrier
Recycling electrical appliances is not an obvious choice for citizens, due to a lack of information and clear guidance.
(b) Fragmented search demand
Search demand is not expressed in a single way, but is fragmented across different levels of intent.
Depending on their level of awareness and knowledge, users conduct either:
1. Appliance-specific searches
Users search for specific appliance categories, creating the need for comprehensive search coverage:
“air conditioner recycling”
“TV recycling”
2. Problem-solving queries
Users may not know the organization, but are looking for a solution to a practical problem:
- “where can I dispose of a TV?”
- “what should I do with an old refrigerator?”
This dual nature of search demand made one thing clear:
Success does not depend on promoting the concept of recycling, but on the ability to meet the user’s need at the very moment it is expressed.
Our Solution
We developed an Always-On SEO approach, based on users’ real search patterns.
The strategy was not built solely around the keyword “recycling”, but around the way users search for solutions. It included:
- Mapping and clustering searches based on intent
- Dedicated landing pages for each appliance category
- SEO-driven content targeting informational and problem-solving queries
- Continuous use of search data to identify new content opportunities
- Restructuring the site so that each search intent leads users to the relevant information faster
- Improving webpage loading speed
We didn’t design SEO around keywords alone.
We designed it around the way people search for solutions
The Result
– The website achieved top positions in Google’s organic search results across dozens of high-intent queries, establishing a strong presence across the category’s search landscape.
– The increase in returning users confirms that the content serves not only as an entry point, but also as a driver of repeat engagement and trust.
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Organic Clicks
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Keyword
Among the top 3 positions in search engine results.+0
Organic Impressions
