Despite what kind of pest control company you have, if you can’t get your site ranking high on Google, you’re going to have a much more difficult time attaining success in your digital marketing endeavors.
With pest control, the competition can be rather fierce due to the fairly low barrier to entry into the market. One day your best technician is representing your business and doing a fantastic job, and the next day, he or she has chosen to begin their own pest control company. Typically, our data shows that approximately 400 brand-new pest control business launch each year, at a rate of over 1 per day. So, regardless of whether or not you are the person who just started a pest control business after being someone else’s service technician for awhile, or whether you’re an established pest control business trying to pay your technicians enough to keep them happy so that they stick around, you need to do digital marketing. But what type of digital marketing is best for pest control?
Introduction to SEO
With all this brand-new competition and huge brand names out there in your market, you need to appear at or near the top in relevant Google searches if you want to establish your supremacy in the digital world. And this exactly where Search Engine Optimization can help you win at your game. But first, did you know that there are various types of SEO and that these different types of SEO require different techniques?
In this article, we’ll have a look at what Search Engine Optimization truly is, and we’ll also examine the various types of SEO.
What Is Search Engine Optimization?
In a nutshell, SEO is the enhancement of your site’s material so that search engines like Google, Bing, Yahoo, DuckDuckGo, and so on choose to show your site as the top outcome for particular keywords. By focusing on SEO, services can increase their site traffic and generate a large number of high-quality leads with an intent to buy.
We know that a prospective customer who has some type of infestation will likely head over to Google or some other favorite search engine to try to find a solution to his/her pest control issue. That prospect will search using some type of keyword such as “bed bug exterminator near me” and will then hit “Enter”. In a moment, that prospective customer will be shown a myriad of various pest control services that have information on nearby bed bug exterminators. If your business doesn’t have a result that appears on or near the top of the very first page, you are missing out on nearly 90% of your prospective clients.
SEO services are primarily designed to drive two things: Rankings and Presence. It’s a process that’s necessitate by the behavior of search engines like Google, Yahoo, Bing, and so on to figure out a site’s rankings. While these ranking algorithms are top secret and constantly developing, we can know some general information about how these algorithms behave so that we can get our pest controllers to the top of the algorithm results.
Google and other search engines process are constantly seeking ways to serve up the best content for what their users are looking for. Google’s only concern is connecting their users to information that they believe that they are trying to find. To do this, Google is making an informed guess based on 4 factors:
- What the user typed into the search bar
- What signals your website/digital existence offers
- How well your site operates
- An overall score of the above factors
Website exposure is all about the prominence of your site’s domain on the search engine results. If your domain is prominent in the Search Engine Results Pages (SERPs), you will receive higher visibility. Conversely, if your domain is Page 2 or lower in the SERP’s, you won’t get much traffic. In SEO, the victor gets the spoils, and the spoils consist of the following benefits:
- Cost-effective lead generation and marketing
- Increase in website traffic
- Higher local pest control visibility
- Long-term results
- Increase in name recognition
- Best-in-class user experiences
- High awareness of your pest control brand
Why is SEO so crucial for a pest control business?
Data shows that the leading organic (not paid) search results listing on Google gets almost 32% of all SERP clicks. Now that we understand what SEO is, let’s have a look at the various kinds of SEO. There are several types Of SEO that you need to know about, and here is a list of the major SEO types you ought to know about:
- Onpage SEO
- Offpage SEO
- Technical SEO
- Local SEO
Onpage SEO, which is also commonly referred to as Onsite SEO, is the enhancement of various frontend and backend parts of a website so that its rankings improve with online search engines and results in increase in premium traffic to the website. Here’s a list of the various onpage SEO elements you must consider:
- Your website speed is the length of time that it takes for your site to load all of the content for a typical page of a website. Google wants a page load speed of 2 seconds or less, and downranks sites with slower load speeds.
- Your mobile responsiveness refers to how compatible the site is on mobile phones. In the pest control industry, more than 50 % of their website traffic is mobile.
- Your internal linking from one of your website pages to another in the body of the page needs to make sense to the context of the copy.
- Your page URLs need to make good sense to the reader and to the Googlebot, and should not look like a jumble of keywords that are excellent for SEO.
- Your structured schema markups and other structured data makes it easier for online search engine to crawl, organize, and display your material.
- Your image alt-text, the written copy that appears in place of an image on a web page if the image fails to fill on a user’s screen, should be written to help screen-reading tools describe images to readers with disabilities. They also enable online search engines to better crawl and rank your website.
- Your meta descriptions are the HTML tags that describe and summarize the contents of your webpage and of your pest control business for the benefit of users and online search engines.
- Your HTML header tags are used to distinguish the headings (h1) and sub-headings (h2-h6) of a page from the remainder of the content. These tags are likewise known to web designers as heading tags or just header tags, but they need to be clear, concise, and optimized.
- Your page title tags are brief descriptions of a web page and appear at the top of a web browser window and in SERPs. Make sure that they describe your webpage in the right amount of characters in a way that is relevant to page content, without keyword stuffing.
- Your high-quality content is probably the most important factor. Google and other search engines are in the business of presenting content to users, and each page of your website ought to have great quality content arranged in an attractive way with at least 400 words.
- Your use of keywords should be arranged evenly and appropriately through your content and should pertain to your users. While the term “pest controller” is substantially more popular among professionals, the term “exterminator” is commonly used by consumers and even though we don’t like it as well, we should use it on a fairly equal basis.
Offpage SEO, likewise described as Offsite SEO, refers to backlink building and various related activities to perform away from your site in order to improve its rankings on search engine results for particular keywords. Here are the 4 essential elements of Off-Page SEO:
- Building your Domain Authority will grow the relevance of your site in a particular subject area or industry. Your domain authority is a metric by Google on a scale from 1–100 of the overall quality of your website.
- Building your Page Authority, which explains a page’s significance for a specific topic, will help you grow the relevance of individual pages for the relevant topics that you want to rank for.
- Measuring your Bounce Rate, which is the percentage of visitors who enter the website and leave without viewing other pages within the very same website, will give you insights as to how you can optimize pages to link to other pages and keep visitors on your site.
- Establishing your Domain Age. Domain age is the hardest metric to control since it measures the amount of time that your domain has been registered, but if a fairly newly registered domain can be backlinked from domains with a higher domain age, your metrics will improve.
Best Offpage SEO Techniques
Here are the top offpage SEO techniques that you should know about:
- Create shareable content that other people would have an interest in reading. If people are interested in reading your content, they will also be interested in sharing your material with their friends. This content might can be found in the kind of article or social networks would eventually link back to your site.
- Backlinks are so important to SEO that it is hard to not talk about their importance. A backlink is a link on some other site that links to your site. If you have a Facebook page and link to your site from that page you have created a backlink!
- Influencer outreach includes convincing influential leaders, even celebrities, to promote your brand name. This promo takes various kinds, like sending tweets, producing videos, or using a T-shirt but ought to eventually drive site traffic when utilized in this case.
- Publishing a guest post as a visitor post on another blog is basically producing material for the sole function of publishing that content on another site that will in turn link to your site.
- Social media engagement can drive more traffic to your search-optimized pages, improving both your social networks exposure and your engagement.
- Technical SEO describes the site along with server optimizations that help the search engine spiders to crawl also as index your site a lot more effectively. It’s simply anything that will make your site simpler for the search engine spiders to crawl as well as index.
Here’s a quick and easy checklist to enhance your site’s technical SEO:
- Ensure that your website is mobile-friendly. Most visitors to your website will be searching on their smartphones, and your website should look good and load fast onto a mobile browser.
- Improve your website’s load speed. For optimization strategies and to get actionable data on your page speed, check out tools like Google PageSpeed Insights and GTMetrix.
- Develop and optimize your XML sitemap. In WordPress, this is as simple as installing a free sitemap or an SEO plugin and putting the link to the xml sitemap into Google Search Console. In platforms like Squarespace, sitemaps are included.
- Put your main keywords for the page into the alt-text for every image.
- Enhance your internal links. More internal links to more internal pages decrease bounce rates and improve SEO.
- Implement HTTPS Everywhere and set up an SSL certificate for your pest control website. Most legitimate hosting providers offer free SSL certificates with your hosting package, and Google insists on HTTPS everywhere and on secure connections for cybersecurity reasons.
- Look for and fix the broken links on your website. You can use tools like Screaming Frog to find broken links, and in WordPress, free plugins to detect broken links and take corrective actions are available.
- Use canonical URLs for avoiding duplicate content issues.
- Obtain a technical SEO audit. Having an SEO expert audit your website independently will help you determine if your web developer is doing what needs to be done to get your website to where it needs to be. As an Internet Hitman, I offer thorough technical SEO audits.
Local SEO is everything about enhancing the content on your website to draw in local prospects and customers. Because many pest control organizations service a specified geography, you might be aiming to attract your audience from your local community. It’s really vital for you to focus on your Local SEO efforts.
Here are some common strategies to enhance your Local SEO:
- Claim Your Business Listings. These are your online lists of services within a specific niche, location, or classification. Some examples of popular business listings consist of Google My Business, Yelp, Facebook, Yellow Pages, Manta, and a whole lot more.
- Add-In Location Pages To Your Pest Control Website. If you service a large geographic location with unique towns or cities, it is a excellent idea to have a page for each of those service areas.
- Enhance NAP Consistency. NAP stands for Name, Address, Phone Number; and it is a crucial ranking element. Google expects your NAP to be consistent across the Internet, and a listing with an inconsistent NAP will hurt you.
- Citations can help (or hinder) your search ranking, they can aid local company discovery, and they can make or break a brand-new consumer’s trust in your company.
- Enhance Your “Google My Business” listing by creating and adding relevant images and content to your GMB listing.
- Ask Your Customers To Leave Reviews, because great evaluations are a key ranking aspect for Google. Your average score, the variety of reviews and recency are very important components for your evaluations. We’ve automated the review process so our pest control owners get more reviews.
- Obtain Backlinks From Credible Sources. Starting a new company? Have a new item? Have a special story to tell? Get the word out to local news sources and organizations like the chamber of commerce and be sure to get links back to your website.
- Conduct Local Link Building. Do you come from a local company networking group or have an arrangement with another associated service? These are great relations to establish and they are typically open up to linking to your website from theirs.
- Equip Social Media Marketing. Google and Bing have confirmed that Twitter and Facebook profiles affect SEO outcomes. So do LinkedIn and others. The more your organization is talked about, the much better place it gets in the search results. When your customers search for your brand name, your social media profiles should appear in the SERPs too.
Now that we have covered the different types of SEO, let’s take a look at the advantages of building SEO in the pest control industry.
Top Benefits Of SEO For A Pest Control Business
Here are just some of the benefits that you will experience from applying SEO in your pest control business:
- Better user experience
- Boost in website traffic
- Cost-effective tactic
- Greater conversion rates
- Develop your pest control brand’s credibility
- Improved user experience
One of the most crucial aspects of a digital marketing technique is to ensure that you are delivering the best possible experience to your audience. What if your website’s loading speed is incredibly poor? If your pest control website isn’t mobile-friendly, or what.
With SEO, you will be optimizing your website such that you are providing the very best possible experience to your target audience out there. You’ll be offering your audience with appropriate info, creating easy to navigate site pages as well as a mobile-friendly site. This will ultimately cause an outstanding user experience, which will result in more clicks, followed by more leads and greater conversion rates.
Increase In Website Traffic
By focusing on some specific keywords, you will be enhancing your website’s online search engine rankings. With a boost in rankings, you will witness the number of individuals visiting your site increase at a rapid rate. Not just will you be attracting a wide variety of traffic towards your site, however most of them will be of top quality. What this suggests is that there’s a higher probability of transforming them into paying consumers.
With SEO, you will be concentrating on each and every single aspect of your pest control site such as your website filling speed, content, user experience, which will eventually bring your visitors even more down their buyer’s journey.
SEO for Greater Conversion Rates
With a boost in rankings, you will get premium traffic visiting your pest control website. When your website is SEO-friendly, your visitors will love exploring your site and checking out your products and services pages. When they like what they see, they will likely buy your services for their pest control needs, and your conversion rates will improve.
Additionally, with a good quality website, your website visitors will come back for more, and might even mention your pest control products and services to friends and family members.
SEO as a Cost-Effective Marketing Tactic
The days of investing tens of thousands of dollars on conventional marketing methods to promote their brand, their products, and their services are long gone. You won’t have to distribute mailings or handouts to let individuals in your community know that you deliver the best pest control services in town.
Digital advertising will save you countless dollars that would otherwise go to a traditional marketing budget. Instead, by focusing on SEO, you will see a large amount of traffic visiting your website. But the important things is you require to do it right. Alongside this, you will not have to invest much money on enhancing your site.
SEO for Pest Control Brand Credibility
If your pest control service isn’t reliable, your customers and potential customers might not even want to contact you. People are mindful and will do extensive research prior to hiring a service. If they get in touch with you, opportunities are that you are doing it. You will merely be missing out on out on an entire lot of your consumers if your brand does not appear to be reliable and credible. In the end, it would all be a waste of your resources.
By optimizing your website for SEO, you will be placing yourself as a pest control brand that’s steady and reliable.
SEO’s one of the most vital elements of your digital marketing technique however as you can see it can be extremely thorough too. If you have not currently began concentrating on your website’s SEO, you are making a big mistake for your business.If you’re wanting to grow your pest control company, take the first step today, and discover how we can aid with our all-in-one pest control marketing platform.