If you’re a local pest control business owner investing in digital marketing, you’re probably already aware of the importance of appearing on a search engine’s results page. Having a strong local presence is vital for your pest control or lawn care business, because your customer base consists of a geographic target.
Local SEO for pest control companies requires the right content, the right keywords, and the right targeting - and it also requires ongoing attention to the consistency, quantity, and quality of the places your business listing appears online.
In fact, according to Moz, local citation signals are equally important to your local pack ranking as review signals.
Are you taking the right steps to keep your citations in order?
What is a Local Citation?
Citations help online searchers discover local businesses.
At its most basic, a local citation is any mention of your business’ name, address, and phone number online. More complicated ones can include a variety of other attributes such as a company description, payment forms accepted, links to social platforms, hours of operation, images, or reviews.
Why Are Local Listings Important for Pest Control?
Local Listings Impact Your Organic Rankings
Having consistent contact information for your business makes you look high quality and trustworthy. In fact, search engines are less likely to show your listing if information is inconsistent.
A pest control business with multiple citations from relevant websites is more likely to outrank one with few citations - or worse, inaccurate citations! When it comes to local businesses, Google and other search engines prioritize ones that have clearly proven their physical location and contact information as a relevant source of the services a customer is looking for.
Local Listings Impact Google’s Local Pack
As Google and other search engines continue to adjust the way they present information and respond to search queries, it is becoming even more critical for pest control businesses to compete for real estate on search engine result’s pages for search queries that show local intent to purchase.
As PPC ads and Local Services by Google take over the top of the results page, appearing in the map results (also referred to as the “Local Pack”) can help build awareness and showcase the proximity of your services to your searcher.
Local Listings Play a Part in Your Reputation
According to the 2018 BrightLocal Local Citations Trust Report, 68% of consumers would stop using a local business if they found incorrect information in online directories.
While your customers may not be visiting your location like they would for a local hair salon or bakery, inaccurate and inconsistent data can degrade trust.
Which Local Listings Matter Most for Pest Control?
Claiming listings and making sure your presence is accurate across the web is incredibly important - but, as with most important things in life - it doesn’t always come easy.
The smallest discrepancies between different listings can have an impact on your rankings. To complicate things even further, some listings sites aggregate data from other listings - so if you’ve let a listing or two slide, you may have even more cleanup on your hands.
1. Figure Out Where You’re Already Listed
Most pest control businesses don’t have access to tools like Moz Local or Yext - but there are tools like the Yahoo Small Business scanner available for free that can help you get a snapshot of where you’re listed, and which listings don’t match your information.
2. Prioritize NAP
No, not the kind where you hunker down under your desk with a pillow. NAP in the SEO world refers to “name, address, & phone number,” and it’s where you should start if you’re tackling your online listings.
- Name - Is your name consistent on your website, social media, and local listings? E.g. Got Bugs? Pest Control vs. Got Bugs? vs. Got Bugs Pest, Inc.
- Address - If Facebook lists your address as “Main Street” and your website lists “Main St.,” it’s inconsistent in the eyes of search engines.
- Phone Number - In most cases, it’s best practice to use your primary, landline phone number for local listings.
3. Start Where Customers are Looking
It’s easy to get overwhelmed when you’re looking at a list of 1,000 business listing sites, but not all of those are relevant to customers looking for pest control services. Prioritizing the most highly-trafficked listing sites - like Google, Yelp, Facebook, Yellowpages, or Angie’s List - will ensure that customers who are looking for your business have the right information to get in touch.
4. Quality Over Quantity... but Quantity is Still Important
While prioritizing listings that are sending traffic to your website or leads to your call center is critical, having a number of (ACCURATE!) local listings suggests to search engines that the online community is talking about and interested in what your business has to offer.
Once you’ve tackled major local business platforms, consider geography-specific sites and niche sites like:
Make Local Listing Management Part of your Strategy
As the face of local search has evolved quickly over time, citation management has become an even more important component of digital marketing strategy for local businesses.
Be patient, as local rankings won't spike overnight from posting in a directory. Like most SEO practices, building citations takes time and should be seen as an ongoing effort to make sure your information is up-to-date and accessible for people searching for it.
With some elbow grease and a commitment to keeping listings consistent, local citation management can help your pest control business be more visible to the right people.
Not sure you want to be the one putting in the elbow grease? See how Coalmarch can help you maximize your digital presence to grow your business.