SEO – Search Engine Optimization is a marketing tactic to ensure that your website or landing page shows up in search engines such as Google. This practice will increase the quantity and quality of organic traffic to your website as it allows for targeted marketing. In short, what SEO means is that you will rank higher in Google if you do it the right way!
Local vs Traditional SEO
Initially, there are two types of SEO – local and traditional. Both of these focuses on improving your ranking. However, there is a slight difference in terms of the target audience. While traditional SEO centers around improving your site’s visibility on a worldwide scale, local SEO permits you to catch more local searches to reach audiences around your area. So, local SEO is basically a sub-set of traditional SEO. Therefore, unless you are targeting people from all around the globe, you can only aim for local SEO.
On-page vs Off-page SEO
The practice of optimizing your actual website is called On-page SEO. This includes, but not limited to, optimizing your titles, links, URLs, content, image alt text, and more!
At the very beginning, one thing you can do is run your website through a Google Speed Test. Make sure you get a decent rating at Google page speed. In order to achieve this, you may have to optimize some of your images, logos, and videos to make sure they are not too large.
Also, before you start going in-depth with your on-page SEO, make sure to do thorough niche-based keyword research. In the pest control space, if you have some experience, some of the keywords are very obvious. Such as, “pest control services”, “pest control near me” etc. You need to identify as many of these keywords as you possibly can so that you show up organically in Google searches.
Once you have your keyword list, add these to your meta tags, titles, descriptions and basically have a good overall keyword density. But make sure to use these naturally and cohesively, and not just randomly stuffed into your content. Google came up with an update called Google Penguin and another one called Google Panda, to stop people from misusing keywords and all of that!
You don’t need to do on-page SEO consistently. Do it once, do it properly and it should be good enough. You can hire someone for 600-800 dollars, depending on how big your website is. For a local pest control company, I will not suggest you spend thousands of dollars for on-page SEO since you are not selling products to the entire nation!
Off-page SEO is basically everything that is not directly happening on your website. This includes link building, social media, etc.
One of the things that can really help is to get reviews. The number of reviews is not important here. What is more important here is that you get consistent reviews, maybe on yelp, Google my Business, Facebook, and other places. If you have some budget for it, then I would suggest you use a third-party review system like Review Buzz. If it’s too expensive for you then you can look into Bird Eye. There are many websites and companies that you can look into and use one that works best for you. The system will automatically connect to your CRM and send out an email to everyone that you have served. It will ensure that people are giving out reviews consistently for your work.
Social media marketing is another important part of off-page Search Engine Optimization. However, for a pest control company, I will not suggest putting a lot of effort and money into this. I have a separate blog where I have discussed this in detail if you want to check that out. (Click Here!)
Blogging is something that I would definitely suggest. Make sure to use your keywords properly, write about something that is relevant, and post consistently.
Last but not least, update your website at least a few times a year. If you have a stagnant website, Google does see that. So, if you have any specials, deals, or coupons, update those at least once a quarter.
To sum it up!
Search is a big source of traffic so getting your website is very important. Nearly 60% of all traffic begins with a Google search. However, you do need to keep in mind that even if you are on page one organically, you will still be behind the Google local service ads, Google guarantee section, couple of ads, Google Maps, listings! However, You still need to do this seriously because people do go to the organic sites. It’s just, google does get any financial benefit from it. So, Search Engine Optimization is important to do, but it’s not something that needs to break your bank!