Does SEO Still Make Sense In The Pest Control Industry?

Brett Ehlert

I’ve been doing SEO for almost 15 years, and I’ve been doing SEO in the pest control industry for the last 7 years. In this time, the SEO landscape has changed dramatically. With these changes, and the rise of AI technology, many people are asking, does SEO still make sense for your pest control business?… (Yes it does).

How Has The SEO Landscape Changed For SEO?

Over the past few years, the SEO landscape has changed pretty dramatically for pest control, and local service businesses in general. Here are some of the major changes I’ve observed in the past ~5 years:

  • Increased Importance of Google Business Profile (Formerly Known As Google My Business): In the past 5 years, Google has focused heavily on its local business platform called Google Business Profile, which used to be called Google My Business. This allows your business to show up in the Local Pack section of the Search Engine Results Page (SERP), and allows potential customers to call your business directly from the SERP.
  • Google’s Focus On Ad Revenue: Every year Google seems to release an additional ad function or platform. This is great from a PPC side of things, but it allows ads an additional ad section on the SERP which can push down the organic results. Although this may allow you to improve lead velocity from your PPC campaigns, the CPLs from these platforms have risen every year, with no signs of stopping. We’ll talk about SEO/organic CPLs next.
  • Google’s Focus On Aggregators and Authoritative Websites: Recently Google has seemed to reward aggregator websites such as Yelp and Yellowpages, while also rewarding Authoritative websites such as Forbes or ThisOldHouse. Go ahead and Google “Pest Control” and your main city, and take a look for yourself. This means it’s increasingly important to focus on building an authoritative website to show Google that you’re a legitimate and respected pest control company that deserves to be ranked for competitive keywords.
  • Mobile-First Indexing: Google understands that the majority of Google searches are coming from smartphones. They want to ensure a high-quality search experience for their users, so they are rewarding websites that have good mobile usability, and punishing sites that don’t.

Is SEO Still Worth It For The Pest Control Industry?

SEO for pest control companies has gotten more difficult over the past 5 years, but it should still be one of your preferred marketing channels, and there’s one major reason why… Cost Per Lead.

Since I’ve been in the pest control marketing industry for years, I’ve seen pest control companies throw money at nearly every marketing channel you can think of, SEO, PPC (various channels inside PPC), Radio Ads, Billboards, Door2Door, Direct Mailers, etc. Some are successful, others not so much.

When you’re comparing the Cost Per Lead for all of these marketing strategies, 99% of the time, SEO is going to win.

Companies that I’ve worked with for years are now averaging a CPL from SEO of around $25-$40. When compared to PPC or other marketing strategies, it might be closer to $100-$150.

That’s not to say you should only focus on SEO. Other marketing strategies are integral for rapid growth for a pest control company, but your SEO strategy should be set into motion before you focus on more immediate strategies such as PPC.

Is SEO The Right Choice For Your Pest Control Company?

As an SEO, i’m always going to be a big proponent of companies using SEO to grow their businesses. That being said, I’m not going to sell you on SEO if I honestly don’t feel like it’s the best marketing strategy for your company.

If you’re interested in talking about SEO and how it might impact your business, fill out the contact form and we can simply chat about SEO and your pest control company with no obligations.

Categories SEO

About the author

Pretium lorem primis senectus habitasse lectus donec ultricies tortor adipiscing fusce morbi volutpat pellentesque consectetur risus molestie curae malesuada. Dignissim lacus convallis massa mauris enim mattis magnis senectus montes mollis phasellus.

Leave a Comment