Stop complaining, start optimizing


December 5, 2013

It seems the vast majority of pest management professionals (PMPs) I’ve spoken with are disappointed with their SEO rankings. When incoming Internet leads slow down, owners look for reasons.

The ranking criteria search engines use are closely guarded secrets. They can be changed at a moment’s notice. When change occurs, SEO providers scurry around to determine the best, quickest fix to reestablish or improve your ranking. All you notice is your organic Internet leads have decreased and your ranking has slipped.

Google frequently makes significant changes to its algorithm assessment criteria, the most radical and impactful changes occurring throughout the past year. Yahoo! relies on Microsoft’s Bing for its search results. Search engines change their assessment methodology frequently, and the battle for prime organic positioning is ongoing, strategic, tactical and complex. But it’s still worth the investment and time by your SEO provider and you.

Not long ago, pay-per-click (PPC) was considered a fast and simple option to get to the top of search engines such as Google (by paying for every click received). Now, stats indicate 70 percent of Internet search engine users will click only on organic search results, avoiding paid ads altogether. This makes SEO the new favorite.

Studies also indicate content marketing is the way forward for branding strategies and SEO, as distribution of content online led to a 2,000 percent increase of blog traffic for companies. It also indicates companies with blogs have 434 percent more pages indexed by search engines during searches compared to companies with just a website. These benefits are some of the reasons content marketing is becoming a vital aspect of SEO services.

There are many reasons companies struggle to gain optimum organic page position, but the primary obstacle is lack of communication with their SEO provider. It’s imperative someone from your company communicates weekly with your SEO provider. Stay engaged. Many owners expect their responsibility to their website ends with monthly invoice payments to their SEO provider. If this is you, then you probably are always complaining about your website results and SEO provider.
By doing the following, you’ll help your SEO provider increase your web ranking:

  • Communicate regularly with your provider.
  • Submit fresh content weekly.
  • Interact daily with Facebook.
  • Tweet like a bird.
  • Be active on Google+.
  • Enter blog submissions several times a week (the more the better).
  • Have your customers submit independent reviews to third-party sites.

The best way to minimize algorithm changes is engage in the aforementioned areas. The less involved you are in participating in these foundational steps, the more vulnerable you become to nuanced search engine changes.

Ranking criteria

  • Some essential criteria used by most search engines for ranking websites:
  • Ongoing submission of high-quality, new content.
  • Regular interfacing with blogs by company representative and customer.
  • Regular Interaction with social networking sites, particularly Facebook and Twitter.
  • The number of backlinks (incoming links) a website has is one of the most important factors for determining a website’s search engine ranking, popularity and importance.
  • Integration with Google+ and Google+1 (feedback).
  • Seamless integration of technology platforms such as smartphones, tablets and PCs into a unified platform on your website called responsive design.
  • Independent reviews by customers.

You can reach Goldglantz, president of Pest Control Marketing Co. and author of “Marketing Matters,” at


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