Excel Pest Services SEO Case Study
1653% featured snippet increase
256% increase in top 10 rankings
155% more keyword coverage
188% increase in top 3
Industry
Pest Control, Home Services
Services
Technical SEO, Content Strategy, Digital PR
About the Client
Excel Pest Services is an American Pest Control and Home Maintenance company operating out of Florida and New Jersey. A multi-generation family business Excel prides itself on using the latest methods, the safest technique and providing the greatest peace of mind. What started as a family pest control business in 1991 is now a multi state operation that has completed over 1 million services since inception.
Brief
Grow organic traffic through a comprehensive on-page and off-page SEO strategy that addresses technical health, content gaps, internal linking, and local SEO efforts.
Strategy
Optimise Metadata and On-Page Content
- Metadata Clean Up: Update title tags, meta descriptions, and add schema markup.
- Enhance Landing Pages: Optimise copy with target keywords, FAQ blocks, and clear CTAs.
Address Content Gaps
- Identify Gaps: Analyse keywords and content gaps compared to competitors.
- Create Blog Content: Develop optimised blog posts to fill content gaps and target relevant keywords.
Improve Internal Linking and Local SEO
- Structured Internal Linking: Direct links to transactional pages using a strategic keyword approach.
- Location Pages and Listings: Create local landing pages, optimise Google My Business profiles, and update local directory listings.
Tactics
Hygiene
Technical Health Optimisation: Ensured the site remained close to 100% health by addressing technical issues, optimising metadata, and refining content through re-optimisation and removal. Managed the migration to a stronger platform while pruning content to improve technical foundations.
Defence
Conducted an in-depth analysis to identify keyword gaps between Excel and competitors. Filled these gaps by creating optimised blog content, specifically targeting long-tail informational keywords and enhancing overall keyword coverage.
Implemented a structured internal linking strategy, targeting core transactional keywords and strategically pointing internal links toward transactional landing pages to boost their performance.
Focused on optimising on-page copy for transactional pages, incorporating FAQ-style content blocks to attract relevant users and improve rankings.
Growth
Created and optimised location-specific landing pages to target local traffic.
Enhanced Google My Business listings and created local directory listings to improve local rankings and attract relevant users and drive leads.
Identified opportunities to appear in featured snippets by refining existing content.
"Having reliable Agency partners is critical to our consistent and cost-effective growth. Type A has been a reliable partner for us, helping double the customer base of our local service company. Detailed planning, reporting and forecasting help us make the most of our marketing investments. And, to a person, they are a pleasure to work with."
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Performance Summary
Organic performance has consistently improved over time. Enhanced metadata and optimised on-page content have increased content visibility and relevance, leading to higher click-through rates. Addressing content gaps with targeted blog posts expanded keyword coverage, while structured internal linking and local SEO efforts effectively drove traffic and improved local rankings. This has resulted in substantial growth in keyword rankings and SERP features, resulting in a successful boost in overall visibility and engagement.
Ranking Results
SERP Feature Rankings
Excel has achieved significant growth in SERP features, now ranking prominently across multiple keywords.
Featured Snippets
In June 2022, our featured snippets represented approximately 5.7% of the total featured snippets in June 2024. Reflecting a substantial increase of 1653%.
July 2022 vs July 2024 Keyword Positioning
- Keywords ranking in P1-3 increased by +188% YoY.
- Keywords ranking in top 10 increased by +256% YoY.
- Keywords ranking in top 20 increased by +141% YoY.
- Keywords ranking in top 30 increased by +138% YoY.
- Overall keywords increased by +155% YoY.