Are you a pest control company looking to increase the amount of traffic you get organically? This helpful article will walk you through everything you need to know to get ranking on Google.
Most people get bombarded with emails talking about SEO, crawlers, building backlinks, anchor tags, “no-follow” vs “do-follow”, white hat, grey hat and black hat tactics… the list is endless.
The industry is plagued with salesmen using terms that the majority of us don’t understand.
So, if you’re a pest control professional looking to invest some time into SEO you’re in the right place. Actually, these tips and tricks can be applied to any industry so even if you’re not looking for pest control SEO you’ll learn something new.
First, we need to clear up something…
What does SEO stand for? SEO stands for “Search Engine Optimisation”. Which involves making changes to your website and it’s content to rank higher on a Search Engine like Google. Thus, increasing the quality and quantity of traffic that finds your website through non-paid methods.
Now that we’ve got that out the way…
What exactly is a Search Engine?
Think of search engines similar to the old fashioned yellow page phone directories.
They are an online tool which helps you find exactly what you are looking for on the internet. The most popular search engines which you have probably used are:
- YouTube is also a search engine
Search engines do the digging for you – all you have to do as a user is enter some keywords such as “Bird Control in London” and the search engine’s algorithm will display pages that are relevant to the keyword.
For this article, we will stick to talking about Google. Google dominates the search engine market due to its sheer size.
How does Google rank my Pest Control website?
As previously mentioned, Google is the biggest search engine on the internet. So, if your a pest control company looking to invest in SEO services, you better know how it works.
Google tends to follow three steps when deciding the web pages to display for a keyword: Crawling, Indexing and Serving (ranking).
First and foremost, Google needs to know what pages are published on the internet. Therefore, Google constantly sends robots (crawlers) around the internet to make a list of all available web pages.
Once a website has been identified, Google can then find other websites by following links on the crawled pages, otherwise known as “backlinks”.
Once a crawler has discovered a page, it is then Googles job to try and understand the information that is displayed on the page. This is called indexing.
Google collects data surrounding the content on a page, analyses images and videos that are embedded on the website and tries to gain a comprehensive understanding of the page.
Google views websites different from how humans view it. Try it out yourself, enter a URL into this page to see how Google views it.
When you enter a query (keyword) into Google, it searches its database of indexed webpages that are most relevant to your keyword and displays them accordingly.
Unfortunately, no one knows the exact algorithm Google uses to display the relevant pages… apart from one agreed-on factor:
The quality of backlinks to a target page.
Backlinks tell google that your pest control website is of authority and relevance. Don’t worry, we’ll cover backlinks a little later on.
So, how can I get Google to rank my Pest Control pages higher?
Overall, the SEO goal for any pest control company is to rank higher on Google. As more traffic to a website brings more enquires, conversions and ultimately more business. While it is obvious that your pest control company needs to be ranking higher on Google for search terms, few know what to do in order to achieve this.
If your pest control company wants to rank higher on Google you must focus on the following:
- Google My Business for Pest Control Companies
- Pest Control Related Keyword Research
- Content Creation for Search Intent
- Eyecatching Title and Meta descriptions
- Optimising Your Images
- Build High-Quality Backlinks
Google My Business For Pest Control Companies
The yellow pages are no longer here and Google dominates…
So, make sure to add your pest control business to Google My Business as it displays all your information for local searches. You can add your location, phone number and address to display your business on Google maps.
An example would be typing in “Wasp Nest Removal Sheffield.” As you can see from the image below all Wasp Nest Removal Companies within a certain radius come up.
It is important to keep your Google My Business account up to date with your company information as it goes through any changes.
Research what pest control related keywords people are searching for
People search for information on Google in lots of different ways.
For example, let’s say you’re a business owner in London. People could search for “pest control in London,” “pest control London” or even “pest control near me.”
Even though each keyword phrase is different, they are all asking the same question.
You have two options when researching pest control related keywords: keyword research tools, or guesswork.
Google Trends is a free of charge option that allows you to see the popularity of any keywords you enter. Other free options include Google Keywords Planner, Analytics and Search Console.
Unfortunately, while it’s great for tracking keyword trends, the data you receive for search volume is not the most accurate.
This is where paid tools come in…
Tools such as Ahrefs, SEMRush and MozBar allow you to use their keyword explorer. For example, “Bird Control London” in this case.
Once you know what keywords people are searching for, you can start to create content for your website around “Bird Control London” or modify existing content to fit these keywords.
It is important to remember that pest control keywords should be chosen on a page-by-page basis. What this means is that you’ll want to create a page for each keyword you want to target as Google ranks pages, not whole websites!
Create content related to your chosen keywords
Now that you have found keywords you want your pest control company to rank for it is time to optimise content for “search intent.”
Take the keyword “pest control.”
It is hard to know what people are searching for. Do they want a pest control company? Are they searching for a job? Do they just want to know what pest control is?
From the results, you can see that the search intent is confused. A government website appears, even the BPCA shows in the results. Search intent is varied here and we have no clue about what the user wants to find.
Just remember to create content for keywords that target the user at the correct search intent. Google wants to help its users solve a problem and help visitors find exactly what they are looking for.
Create eye-catching titles and meta descriptions.
Now that we have discussed how to rank your webpage for chosen keywords. How do you actually get people to click on the link?
You need to make your titles and descriptions stand out as much as possible. Add real call to actions in the title which shout “CLICK ME” on the results page.
Crafting a title and description worthy of a click is about understanding your target audience and knowing what matters to them.
Further reading: SEO Title Optimization: 4 Best Practices and Examples
Optimise your images
It’s a pain in the bum, but make sure you take the time to name all your images correctly.
Google states, “the filename can give Google clues about the subject matter of the image. For example, my-new-black-kitten.jpg is better than IMG00023.JPG.”
Also, try your hardest to keep image sizes as low as possible. Google indicated that a website’s loading speed is a major factor in ranking and images are known to slow down a website. You can use plenty of free compression tools on the web to help with this.
Build High-Quality Backlinks
Backlinks are very important to how high your website ranks.
Let’s start by breaking down what a backlink actually is…
Simply put, it’s an incoming hyperlink from an external website or domain to your target page. For example, this is a backlink to Right Hook’s LinkedIn account.
It is important to build high-quality backlinks from well-trusted websites, as it increases your chances of ranking a page.
So, how do you build backlinks in the pest control industry?
There are lots of tactics for building backlinks but here are a few we like to use:
- Guest blog posting
- Broken link building
- Researching your competitor’s backlinks and replicating them
- Get links from people you have a good relationship with (BPCA, Suppliers, Partners, etc.)
Over to you
We’ve just about covered the basics.
There was a lot of information and I’m glad you’re still here.
Where to go from here? I highly recommend following and researching even more about the steps I mentioned above.
But let’s be honest. SEO is a marathon, not a sprint – it’s a long process but the rewards are very high.
Luckily, Right Hook has an extensive range of knowledge on SEO for Pest Control and other industries. Have a read of our article surrounding PPC for pest control companies. We’ve worked with lots of pest control companies across the UK, helping them grow and succeed with digital marketing. If you don’t want to spend hours perfecting your SEO strategy please feel free to contact us today.