Wisconsin Pest Control Association

FIVE TIPS TO ACHIEVE BETTER SEARCH ENGINE RANKINGS

Mark L. Hendrickson, Wingra Group

Nearly every pest control business has its own web site these days. In recent years, having a web site has become as instrumental to your businesses’ success as a business card and letterhead. The question, however, is this: how effective is your web site in generating new business?

Much of the answer to this question is based on how you show up in search engine rankings when someone searches for pest control services. Every pest control business owner wants his or her business to appear at the top of the list when someone conducts such a search. That’s difficult to guarantee without a price tag through services such as Google AdWords for example. But, there are strategies you can employ to improve your search engine rankings at no cost. Here are a few pointers:

• Write for web site visitors who are scanning first, and reading second. Most web readers scan pages for relevant content rather than reading through paragraphs word by word. Guide the reader by highlighting the salient points in your document using headings, lists, and typographical emphasis.
• Think of your web site visitor as a hummingbird who flitters about in a garden from flower to flower. Most of your guests will stay about 8 seconds before deciding to leave or stay. In those 8 seconds, most readers will read about 20 words, though those words may not be in any type of order. What are the most important copy elements when thinking about the 8-second visitor? Here they are: page title, heads and subheads, bolded keyword phrases, introductory sentences, and lists.
• Remember “above the scroll.” Above the scroll refers to content at the top of a web page that visitors can see without scrolling down. Be sure to put your summaries and keywords in this part of the page. Readers will scan this content before scrolling down, or going deeper into your site. This is prime real estate in your site, so use it well.
• Research the keywords. Do some research to find out what types of words people use in searching for pest control services. Tools are available from Google and others that can help. As an example, go to www.googlekeywordtool.com and click on the top left link for the Google Keyword Tool. The tool provides search statistics with the keywords you entered. This information can help you pick keywords most likely to match what customers are seeking.
• State the facts and avoid exaggeration. I searched a number of pest control firm web sites and found the following useless headlines:
  “The nation’s leading wildlife control firm”
  “World-class pest control”
  “The pest control experts”
  “Your winning pest control team”

While these may be fine branding statements, they do nothing to help search engine rankings. Think about it like this: no one will search for “world-class pest control.” Rather, a consumer will search for pest control services that meet their immediate need such as bed bug control, ant control, beetle extermination and the like. In developing your web page copy, assume an objective voice instead of an overly promotional voice. Focus on using keywords that consumers would use in searching for the services you offer.

Optimizing your site for improved search engine rankings is an ongoing process. This month’s article covered just a few points to get you started. We’ll cover additional topics in future monthly emails.

MARK YOUR CALENDARS NOW

FOR “TECHNICALY SPEAKING”….STRATEGIES TO IMPROVE YOUR PEST CONTROL BUSINESS

February 8, 9, 2011 at the Kalahari Water Park and Resort in Wisconsin Dells.

Your WPCA Board of Directors in wrapping up the conference speakers and topics as this newsletter is being prepared. Here’s what we know so far:

• Keynote speaker is Bobby Corrigan of RMC Pest Management Consulting. Bobby is a city scientist in New York City where we wages war on rats. A member of the pest management Hall of Fame, Bobby will provide an update on rodent biology and control strategies.
• Mark Kuether, a broker with Sunbelt Business Brokers, will present a session titled “How Much is Your Pest Control Business Worth?” Phil Pellitteri from the UW Madison Insect Diagnostic Lab will also be with us for another of his outstanding sessions.

The Board of Directors is finalizing other speakers and topics and we’ll keep you informed through this monthly email newsletter, in The Pest Dispatch, and online at www.wisconsinpest.com.