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Pest Control Content Marketing

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Content Marketing For Pest Control

This chapter will discuss content marketing for pest control in the following ways:


  • What pages should you have on your website if you want to get to the top of Google?

  • Creating content topic clusters

  • How many words a page needs to be?

  • How do Google E-A-T guidelines apply to the pest control industry?

How Does Content Marketing for Pest Control Work?

How Does Content Marketing for Pest Control Work?

Virtually every page on a business site is designed to fulfill a specific purpose. Content marketing for pest control is not just written for the sake of telling people about the services you offer, but rather, it should be written so that when a visitor lands on your site, they feel compelled to take action rather than action is picking up the phone, emailing you, or filling out an online form. No matter how many people come to your site, your pest control marketing strategy is only effective ifs those visitors or traffic to your site become paying customers.

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Pest Control Website Content Archetypes

Pest Control Website Content Archetypes

Good content is built as much as it’s written. Content archetypes are used for constructing information to accomplish a specific goal (e.g., ranking well in search, converting a visitor to a client, achieving shareability, etc.).

There are three basic archetypes: service area pages (effective sales pages), location pages, and blogs (seeds that help to gain inbound links, top-of-mind awareness, and social media engagement).


 Service Pages (Sales Archetype)

Many pest control web designers create pages on your site that lump all services on one page instead of creating a page for each of the services you provide. There are two reasons you want to create separate service pages. The first reason is to give clients a better user experience. Suppose they are looking for information about mosquito control, but you have that information at the bottom of the page. Then they may stop reading before they find the solution they are looking for. The visitor chooses to hit the back button and go to another site, and you lose a sale.


The second reason you want to separate the page is to provide Google with more content, and this is one way to gain favor with the search engines and advance toward the top of the search engine result pages.

 You want to create in-depth, lengthy, helpful content on each service page, including video. The goal is always for your content to be of value (i.e., it matches the reader’s intent), which keeps them on the page.

Deliver multiple calls to action, so it’s clear to the visitor where to go when they are ready to connect with you. Some people prefer to call, while others may deem email easier to use. On the page, include helpful contact forms in the sidebar, chat windows, contact info in the page’s header, etc.


Location Pages

For each city or area, you serve, you want to create geographically relevant information If you serve multiple cities, you should have a pest control page for each one and make each page location-specific. As an example if you provide pest control in Dallas you are likely to serve Fort Worth, Arlington, Plano, or Irving.


 Strength of this archetype:


  • Consumers visiting these pages are more likely to be in a buying/hiring mindset.

  • These pages are ideal for targeting multiple locations.


 For example, suppose your company has multiple offices. In that case, you can create a page for each city (e.g., Miami Pest Control Company, Kendall Pest Control, Homestead Pest Control, Coral Gables Pest Control). It’s not enough to lump each of these cities together and expect them to show up in that city’s results.


Blogs (Link Attraction/Awareness Archetype)

Blog content has long been a staple of successful search engine optimization campaigns. For Pest Control SEO campaigns, blog posts serve as “top of the funnel” content. That is, the visitors that it attracts to your site are those in a discovery mode. Here are some tips for running an influential pest control blog. Be strategic about generating content by writing posts for questions people are searching for by generating informative content that is helpful to readers and is the best source of information available on the internet. Generally, if a blog is being used for editorial outreach, you should avoid including specific geography. Why? This limits your ability to cast your outreach net widely and reach a broad audience.


Strength of this archetype:


  • It can be used for link attraction efforts.

  • Weakness of this archetype:

  • Consumers are typically not looking to hire you when they arrive on these pages.


As HubSpot recently highlighted, content development in SEO is moving towards a new framework, what they call the “topic cluster model.” Essentially, one primary page acts as the lynchpin for the rest of your site’s related content: a single page is connected to multiple more minor, more specific pages, which feed authority back to that singular primary “pillar page.”


 As webmasters continue to add thousands upon thousands of new pages to the web each hour, it’s essential that Google have a way to assess and categorize relevant topics. The cluster model assists in this from an architectural standpoint, treating all smaller pages as arrows pointing back to the pillar. Business owners can benefit from using a similar methodology with their content.


 Why You Should Write Long-Form Content for Pest Control Websites

Google’s algorithm can measure many things but can’t track the reader’s reaction to the content. Consequently, there is no easy way to measure if a given piece of content adequately answers a user’s intent. Therefore, Google has to measure the time a visitor remains on the site, known as dwell time.

One method of increasing dwell time is to write longer content naturally. Because it takes longer to read, your average dwell time will increase reliably. In that same capacity, it’s also why we strongly suggest using video content. The other benefit of long-form content is that you organically include related phrases and synonyms, which allows you to

rank for additional keywords.


E-A-T Healthy Pest Control Marketing

Your mom always told you to eat a healthy breakfast and start your day off right. Similarly, Google suggests that you focus content on qualities they abbreviate as

E-A-T: Expertise, Authoritativeness, and Trustworthiness. But, Google wants content from credible sources and emphasizes those three elements as fundamental to credible content.

Here are best practices to make your content E-A-T-worthy:

  • Always include an author byline on all pages.

  • Ensure author bios highlight your experience.

  • Link to other credible sources (e.g., National Pest Management Association, education, and government sites that have conducted research on pest control)


Essentially, Google is asking you to treat your on-site content the same way your teachers in high school and college professors taught you to write research papers: say what you mean, but back up the facts by citing the source.


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