Bartec Municipal Technologies

Increasing Online Visibility

Who is Bartec?

Bartec Municipal Technologies is a waste management and public services innovator and service provider with 2 decades of experience in software design, system integration and process improvement. They have supplied mobile, in-cab and back-office systems to UK municipalities since 2005, with 3500 frontline municipal crews in nearly 100 councils using their systems every day in large cities, small boroughs and large unitary authorities in England, Scotland, and Wales.

As a leading provider of waste management software, millions of households have their waste collected every week by crews using Collective. What sets Bartec apart from other waste management providers is its innovation across a range of public services, including domestic and commercial waste collection, street cleansing and grounds maintenance.

The Brief

Increasing online visibility in traditional search and generative AI through a tailored long-tail SEO strategy.

Following on from our collaboration for their new website build in 2023, Bartec wanted to explore ways to organically increase their online visibility and position themselves as the leading supplier of waste management software for public services. Bartec was receiving less traffic than one of their key competitors, so they were determined to beat the competition in their online space.

With the looming threat of generative AI changing how customers search online for products and services, Bartec also wanted to future-proof the business by producing informative, AI-friendly content to ensure its visibility in AI chatbots.

Objectives

With the brief highlighting Bartec’s requirements of increasing traffic and online visibility both in search engines and generative AI, as well as positioning them as the leader within their sector, this meant that Bartec needed to demonstrate their authority. Our aim was to solidify them as the go-to business for councils and local authorities looking to improve municipal waste management and public services.

We had to consider how to implement a holistic approach to SEO to ensure that not only was our strategy encompassing very specific terminology around Bartec’s core products, but also catching peripheral traffic around waste management and waste legislation as a whole, to truly position them as a market leader and trusted source.

Before we started the project we benchmarked Bartec’s Authority Score and Organic Search Traffic. See the Outcome to see how this has now improved.

Our approach

Keyword Research – We used Semrush to identify long-tail keywords with higher search volume centred around core topics such as domestic waste, commercial waste, issues in waste management, benefits of waste management software, etc., to highlight opportunities to produce optimised, high-ranking content that positions Bartec as an authoritative source.

Content Strategy – Once we had identified relevant long-tail keywords, we created a 24-month content strategy, focusing on product/service advertisement, sector awareness, changes in legislation and company news to produce monthly blogs with the aim of attracting more visitors to the website and building authority.

Content Retainer – Bartec dedicates a set budget to content work every month to produce blogs. With this we were able to create SEO-optimised blog content that is targeted to relevant long-tail keywords. We also ensured that we kept our long-tail list updated to keep on top of changing legislation and key waste statistics.

Bartec decided once we’d completed the initial content strategy to keep updating the website with new blogs and news stories based on trending industry topics.

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“Working with Browndog on our SEO strategy has been a genuinely positive experience. From the start, they really took the time to understand what we were trying to achieve — not just increasing traffic, but building Bartec’s reputation as a trusted authority in waste management software for local authorities.

Their thoughtful, long-term approach to content and SEO has helped us create a much stronger online presence, particularly through targeted long-tail keywords and relevant industry insights. The consistent delivery of high-quality content has made a real difference, with noticeable improvements in both our organic traffic and domain authority.”

Nina M. Ramskill, Marketing and Events Manager

The outcome

Traffic and Authority – One of our main objectives was to increase online visibility in traditional search engines, and to improve the website’s authority. We have increased organic traffic, with 1.02K clicks and 128K impressions in the last 28 days. Authority has increased from 15 to a good score of 25.

We can see that the long-tail keyword content strategy has been extremely successful, with these blogs responsible for 80% of the top performing pages over the last 28 days.

Results…

authority score increased from 15

organic traffic increased from 149 a month

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organic impressions over last 3 months

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AI Search Visibility

By building Bartec’s authority, this has directly fed into AI search results, and we can see that Bartec’s blogs are being cited and referenced by AI in overviews for the following keyword terms:

View Keyword Terms

We searched in AI chatbots, “Who provides waste management software for councils?”

Here are the results:

View Gemini Results

View Claude Results

In both instances, we can see that Bartec Municipal Technologies is positioned as the top waste management software provider for councils, showcasing that they are being recognised by AI chatbots for their sector knowledge and software offering.

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“It’s been especially rewarding to see that impact go beyond traditional search. Our content is now being picked up and referenced by generative AI platforms, which is a great reflection of the authority we’ve built.

Overall, it’s been a collaborative and results-driven partnership, and we’re excited to continue working with Browndog as we grow our presence and influence in the sector.”

Nina M. Ramskill, Marketing and Events Manager

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