Most consumers probably aren't thinking about the waste management industry until they need it. If you're a homeowner, you want a reliable company to come and take your waste and recycling away on the same day every week. If you're a business owner looking for a waste management service, you'll likely have more specialised needs but expect the same reliability. And if you're a company like Republic Services, who works with both types of clients, that means a lot of competition at both the local and national level.
'Most people start their research by asking a question in search', says Shalini Desai, Digital Customer Experience Director at Republic Services. 'So increasing our discoverability across search experiences and boosting our online reputation is critical.'