Excel Pest Services SEO Case Study
1653% increase in featured snippets
155% increase in all keywords
256% increase in top 10
118% increase in P1
Industry
Home Services, Lead Generation
Services
Technical SEO, Content Creation
About the Client
Excel Pest Services are a premium pest control business based in the USA with a national footprint across 2 states. Excel are a family run business that pride themselves on their company values of treating their people right, being environmentally responsible and delivering results to their customers no matter what.
Our 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:
- Keyword Gap Analysis: 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.
- Internal Linking Strategy: Implemented a structured internal linking strategy, targeting core transactional keywords and strategically pointing internal links toward transactional landing pages to boost their performance.
- Landing Page Optimisation: Focused on optimising on-page copy for transactional pages, incorporating FAQ-style content blocks to attract relevant users and improve rankings.
- Growth:
- Local SEO & Location Landing Page Creation: 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.
- SERP Feature Targeting: 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."
Sam Hagopian III, Executive Vice President
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SEO 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%.
Keyword Positioning
July 2022 vs July 2024:
- 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.