March 17, 2020
As a pest control business owner, you’re well aware of the challenges you face when you’re trying to attract new business.
These days, the reality is, if someone suspects they have termites, they are going to just Google for termite pest control services in their local area. If your pest control company is not at the top of Google’s search results, you could be losing out on a lot of new business. According to a recent blog, 75% of users never scroll past the first page of search results. If you haven’t thought about utilizing local SEO to promote your business, you should.
What is local SEO?
Local SEO stands for Local Search Engine Optimization. It helps businesses promote their products and services to local prospects and customers. The Search Engine Journal has compiled some impressive results:
97% of consumers looked online for local businesses in 2017, with 12% looking for a local business online every day
78% of local-based searches on a mobile device end in purchases being made offline
18% of local mobile searches lead to a sale within one day
How does it work?
First, it’s important to understand that this type of SEO is for location-based searches. This means that an address or location area is required to appear in the search results. For example, if you type in your zip code and the word “termite,” your search will yield results of local pest control companies within the search area you requested.
Our partner, Lobster Marketing, notes that search technology is ever-evolving. "As search engines continue to improve and get ‘smarter’ over time, there is less emphasis on the individual words that searchers use and more on the intent they have when they search. While speaking their language is a great tool, search engines can now intuitively understand that your customers are searching for your service even if the exact words they use do not match those found on the page.
Instead of seeing each search as an isolated query, Google now takes the individual searcher's history into account. While keywords still play a role, any time you make a Google search, your results are now impacted by your location, timing, previous searches, and other information Google has collected about you. This data gives search engines the tools to present users with the most personalized results possible.
Because of this shift, Google's Local Search Pack has taken priority over traditional organic search results for local service searches. Optimizing for this search results feature is different, and as such, requires a different approach than conventional Search Optimization techniques."
Why is it important?
Local SEO is important because it improves a business’s exposure in Google from local searches. Without it you could get buried halfway down the page. If you're happy with your current website but want to draw customers to it more effectively, local SEO targeting is the perfect solution. Don't let any potential sale go to waste. If anyone in your area is searching for pest control, Lobster's Local SEO service will help them discover your pest control company.