When homeowners have pest problems these days, most of them run to Google first. Whether they’re looking for a DIY solution or a pest control specialist they can call, customers trust the experts at the top of search engines most.
Your website can appear at the top by using search engine optimization (SEO)—that’s a set of techniques that makes your pest control business more visible online. Where should you start?
We’ll share the first steps you should take to build a strong SEO foundation and attract more customers online.
1. Work on your local SEO
Local search engine optimization improves your chances of customers in your service area finding you on search engines.
The best place to focus your local pest control SEO efforts is Google—it’s where 82% of searches happen worldwide. Here’s how to do that:
- Set up a Google Business Profile to show up for customers who search for pest control businesses near them.
- Ask for customer reviews to boost your chances of showing up at the top.
- Create location-specific pages on your website to bring customers to your website and encourage them to book your services.
Make a strong Google Business Profile
A Google Business Profile (previously called “Google My Business”) is a free business listing that shows up on Google when customers want to find your services.
When you complete your Business Profile, it can appear on Google Search or Google Maps whenever someone adds “near me” to a pest control search.
For example, these businesses show up when a customer in New York City searches “rodent control near me”:
Your listing can even show up for local searches without “near me.” Customers in Columbus, Ohio will find these bed bug exterminators halfway down the first page when they search “professional bed bug treatment”:
Google will guide you through setting up your Business Profile with the basics—like your service area, contact information, and a link to your website. As a service business, you don’t even need a physical address to set up your profile.
To make your Business Profile look more detailed and competitive, add:
- A list of your pest control services
- The number of years you’ve been in business
- On-the-job photos or before-and-after images of customer homes
- Answers to frequently-asked customer questions (e.g., whether your business treats stink bugs)
- A quote request form that collects new pest control leads
Pro Tip: Let new customers request pest control services through your website and social media, too, by sharing a quick online booking form.
Collect customer reviews
Over 99.9% of customers read reviews when they shop online. Because customers trust word-of-mouth marketing, Google considers online reviews very important.
Having lots of positive reviews on your Business Profile can get your business listing higher up in Google search results. Plus, a high star rating looks great to potential customers.
After every job, ask customers for a review over email or text. Or, save time by setting up an automatic review collection system. Jobber automatically sends a text to the customers you want reviews from.
When you make an invoice in Jobber, you can choose if you want to send the customer a review request.
After paying their invoice, those customers will automatically get a direct link to leave a review on your Google Business Profile.
From your reviews dashboard in Jobber, you can keep an eye on your average Google rating. You’ll also see your latest reviews and resources on how to manage your business’s reputation.
Add location pages to your website
If you service multiple locations, having a page on your pest control website for each city or town helps customers in those locations find you.
For instance, this location page for Integrity Pest Solutions, a business based in Columbus, tells customers it does bed bug extermination in Cincinnati.
Integrity Pest Solutions has a page for every other municipality in Ohio that they service, so that customers all over the state can find them through local searches.
As you’re planning your service and location pages, visit your competitors’ websites and look at what content is on their pages. Take note of what questions they’re answering and how much detail they include—this can help you start to write your own.
READ MORE: Pest control ads: 18 real examples and advertising tips
2. Plan your keyword strategy
Figure out the keywords, phrases, or questions that people would type into search engines to find your pest control services.
The goal is to have your website appear at the top of the results when people search those keywords.
Brainstorm your keywords
To start identifying SEO keywords you want to target:
- Write down a list of the pests you treat and services you offer
- For each pest, brainstorm what you would type into Google if you needed help from a pest control specialist
For example, a basic keyword list for a company that treats termites, bed bugs, and mice might look like this:
- termite control
- free termite inspection
- bed bug exterminator
- professional bed bug treatment
- mouse control
- mice exterminator
Then add your location to these keywords to attract searchers in your service area (like “termite control in Columbus, Ohio”). Many searchers will add the name of their region to a search so they can find a pest control company in their area.
Pro Tip: A bit of keyword research can help you determine which words or phrases best describe your business or service offerings.
Search all your brainstormed keywords into Google and see what comes up. Take note of the types of pages that show up and how you can make yours better.
3. Add service pages to your website
To optimize your website for search, build a website page for each of your core services. When your customers in your area search for these services, Google will show them results from the area—possibly yours, if you do it well.
For example, a potential customer in Phoenix, Arizona who searches “rodent control” will find Urban Desert Pest Control’s rodent services page. Customers searching “termite control” in the same city will find a page for that service on the same website.
This is because Urban Desert has service pages that are optimized for search engines.
How can you optimize your service pages for search? Your service pages should:
- Have a page title that contains the keyword you want to target (like “Wasp Nest Removal in Denver”)
- Explain exactly what problems you solve and why customers should choose you
- Give advice that helps homeowners manage pests on their own so they know when to contact a professional
- Have buttons or links throughout the page that take customers to your contact page or online booking form
READ MORE: Is online booking right for you? 4 factors to consider
4. Make your website easy to use and professional
Your website is an important piece of your pest control SEO. Beyond having the right pages, it needs to be easy for visitors to use, fast to load, and professional-looking.
Use this checklists to optimize your pest control website for search engines:
- Does your website have a simple layout that’s free of clutter?
- Does the layout adapt well to different devices, including smartphones and tablets?
- Is it easy to find important pages in the website’s navigation menu? Are there clear labels for every page, like “Services,” “About,” and “Contact Us”?
- Is the website accessible to users with disabilities?
If your web design doesn’t check these boxes, work with a professional web developer or SEO service that has a proven track record of building SEO-friendly websites.
Finally, work with your website developer and run your website through Google’s PageSpeed Insights. This will help you catch messy code or other problems that can slow down the time it takes to load each page.
Regularly reviewing and optimizing these aspects of your website can significantly improve its performance on search engines, attracting more visitors and potentially increasing conversions.
Create a website in minutes with Jobber
Get your business online and in front of customers fast with a simple, professional website, you can set up in minutes.
Simply provide Jobber with details on your pest control business and services and we’ll create a website that highlights what sets you apart from the competition.
Plus, websites built with Jobber help you appear higher in the search results when a potential customer in your service area is looking for pest control services.
To help you convert website visitors into leads, your website automatically comes with a quote request form. And when you connect your Google Business Profile to your website, visitors will see exactly why you’re the business that they should be working with.
5. List your business in online directories
Try to get your business listed in as many trustworthy, popular business directories as possible. Many customers look for businesses in directories like Yelp and Angi—these listings can provide lots of info on a business and customer reviews.
Getting listed in online directories has two great benefits:
- You’ll attract customers from more places. Showing up on search engines is great, but directories will put you in front of even more potential customers.’
- You’ll look more trustworthy to search engines. Directory listings are an important piece of off-site SEO. Having lots of strong directory listings tells search engines that you have a reputable business. That helps you perform better on those search engines.
Create a listing with your pest control company name, services, website, and contact information on some of these directories:
- Yelp
- Angi
- Thumbtack
- Nextdoor
- Yellow Pages
- Chamber of Commerce
- Bing Places
- Foursquare
- Yahoo Small Business Registration
Every time a link to your website shows up somewhere on the web, you get a backlink to your website (think: a link that sends people “back” to your website”). Having lots of backlinks tells search engines that your website is credible and relevant.
To appear in more types of customer searches, create profiles on lead generation websites like Thumbtack, Houzz, Angi, and HomeAdvisor. These sites match you with customers who need your services.
They also create lists that rank the top pest control companies in every area. A homeowner who searches “best exterminator toronto” on Google will see a search result like this:
With enough positive reviews and ratings from customers on these listings, your business could appear in a directory site’s “top 15” list.
READ MORE: See other cost-effective pest control marketing strategies
6. Track your search engine performance
Check regularly to see if your pest control SEO efforts are working. You don’t need to be an SEO expert—just follow these tips to analyze and improve your SEO performance every 3–4 months:
- Search your target keywords and see where your website shows up in the results
- See if your website traffic is growing using Google Search Console and Google Analytics
- Check your competitors’ website for new content that you can compete with
You don’t always need a big marketing budget to compete with big pest control companies. A strong SEO strategy is a great way to improve your online presence.