In today’s modern business world, the internet is one of the most valuable sources for new customers. Out of the billions of searches on Google every day, nearly half are dedicated to finding local businesses. For pest control business owners looking to increase their revenue, this can be a gold mine.
How your website ranks on Google can determine whether you successfully attract your target audience or simply go unnoticed like millions of other websites. The ultimate prize for any website is to land the top spot on the Google search results page. Nearly 30 percent of all clicks go to the first result. Even if you can’t land the number one spot, the top three is a great place to be with 70 percent of all clicks going to these results. Ranking high on Google is no simple task. To be the best, you’ll need to carefully plan your SEO strategy to convince the Google algorithm that you are worthy of this rank.
1. Select the Right Keywords
Keywords are one of the most important factors in improving your website’s Google ranking. These are the words and phrases that search engines users enter into Google when they submit a search query. Google’s algorithm then gets to work trying to match the user with the most relevant information and websites.
The biggest challenge is finding keywords that people are most likely to search for without selecting ones that are overused and have a high level of competition. There are two types of keywords – short-tail and long-tail keywords. Many pest control websites focus heavily on short-tail keywords. These are single words or simple phrases such as “pest control” or “extermination”. While these terms are used by a lot of people in their search queries, they are highly competitive. Long-tail keywords are more complex phrases such as “termite tenting in Columbus, Ohio”. These keyword phrases don’t get a lot of traffic. However, the trade-off is that there is likely less competition increasing your odds of ranking high in the search engine results.
Since pest control companies often work in a tight geographic area, your target customers are more likely to include location keywords in their search query. These local keywords include the names of cities, towns, counties, and neighborhoods in their area. By including these keywords, you can improve your chances of targeting people who are most likely to live in your area and want to purchase your services.
2. Conduct a Competitor Analysis
If you want to learn how to reach the top spot on Google, it’s a good idea to check out the websites that already rank well. Start by conducting a few searches using keywords or phrases that your target audience would likely use. Pay close attention to the websites that land in the top three spots. Check out how their websites are organized, how their search listing appears, and how they use keywords throughout the page.
If a certain strategy seems to be working for them, it will probably work for you also. As they say, imitation is the sincerest form of flattery. But, your ultimate goal is to beat the competition. When reviewing their pages, look for gaps and opportunities that you could exploit. For example, if your competitor’s don’t have a lot of information on a new invasive species, you might be able to exploit this to attract customers they are overlooking.
3. Utilize On-Page SEO Tools
There are numerous other SEO factors that play into Google rankings besides keywords. Most website hosting sites have a wide range of SEO tools and data fields that websites can leverage to improve their search engine rankings. Be sure to fill in all of the background fields such as title tags, meta descriptions, image alt text, and other keyword fields. Unfortunately, too many website owners leave these fields blank because they aren’t sure what they are for or how to use them.
In addition, it’s important to make sure that you follow conventional website design best practices such as having clearly identifiable headings (H1, H2, etc.) and simplified URL structure, all factors that can improve SEO.
4. Create High-Quality Content
When people have a pest control issue, they often start by looking for information they need to identify the specific pest they are dealing with or ways they can solve the problem on their own. For this reason, loading your website up with useful, high-quality content is a great way to attract a lot of visitors. Your goal is to provide immediate value to your visitors and demonstrate that you are the subject matter expert in your area.
A pest control company can create a variety of informative and engaging content to enhance its online presence. Blog posts addressing common pest-related concerns, such as prevention tips, seasonal pest control strategies, how-to guides, instructional videos, infographics, and the identification of specific pests, can establish the company as an authoritative resource. Customer success stories or case studies showcasing successful pest eradication projects can build trust and credibility. By diversifying your content, you can cater to a broader audience, position yourself as an expert in the field, and ultimately attract and retain customers.
5. Focus on User Experience
The look and feel of your website can significantly enhance your website’s Google rankings since the algorithm closely monitors metrics such as bounce rate or on-page time. For this reason, pest control businesses should prioritize a user-friendly website experience. A simple and intuitive layout such as implementing easy-to-use navigation menus ensures that visitors can effortlessly find relevant information such as services, testimonials, and contact details. Given the prevalence of mobile device usage, prioritizing mobile-friendliness is also crucial. Your website should incorporate a responsive design to ensure your website functions seamlessly across various screen sizes.
Additionally, optimizing loading speed is paramount, as faster page load times not only enhance user experience but are also a recognized factor in search engine algorithms, positively impacting rankings. By securing an SSL certificate, the company not only boosts website security but also instills confidence in visitors, as secure sites are favored by search engines. By focusing on these aspects, the pest control company not only improves the overall user experience but also positions itself favorably in search engine results.
6. Build a Solid Network of Backlinks
Search engines aim to provide their users with information that comes from highly-reputable and trustworthy sources. Acquiring high-quality backlinks from authoritative sources within the pest control industry or related fields enhances the company’s online credibility and is an essential strategy for a pest control company looking to boost its search engine rankings.
By strategically integrating backlinks and social media efforts, the pest control company can establish a more authoritative online presence, leading to improved visibility in search engine results. Backlinks can be generated naturally when your content is shared across the internet. This is why building high-quality and useful content is so important. Encouraging social sharing of content, such as pest prevention tips, success stories, or informative videos, can help amplify the company’s visibility and indirectly influence search engine rankings.
7. Continuous Improvement Over Time
If you are just getting started, you can’t expect to land at the top of Google right away. In the beginning, your goal will be to get on the first page of the search results. Over time, you will need to refine your SEO and improve your ranking. To do this, you need a way to monitor how well your site is performing. Google Analytics provides a comprehensive suite of tools to track organic traffic, keyword rankings, bounce rates, and other technical indicators. By tracking these metrics, you can better understand what strategies are working and which don’t.
8. Pay for the Top Spot with Google Ads
Despite your best efforts, securing the top spot on Google might be extremely challenging, especially if your local competition has a strong SEO strategy. If all else fails, you can buy your way to the top of the Google results page with a targeted advertising campaign. There are two main options – Google Ads and Local Service Ads. There are pros and cons to each. Google Ads are generally cheaper and require the website owner to pay for every click to their website. Local Service Ads, while a little more expensive, can be more effective since they rank above traditional Google Ads and only generate a charge when a customer contacts your business via phone, email, or other communication channels.
Becoming a SEO Powerhouse in Your Market
Developing a successful SEO strategy can become quite complex. Not only is SEO a specialized skill, but Google’s algorithm is constantly changing. The tactics that work today may not work tomorrow. It’s a good idea to have an SEO expert in your corner to maintain a strong Google ranking long-term. At Rhino Pest Control Marketing, our team of web experts can help guide you through the process of improving your Google ranking and attracting the customers you need to grow your business.
