PCOC - Spring 2020 - 39

to utilize a static strategy. If you're a
DIY type, make sure you have Google
Analytics installed on your site. This
will provide you with metrics (like page
views, traffic sources, which device
people use to view your site) that will
help you to measure your campaign.
If you work with a web marketing provider, make sure they send you reporting that makes sense to you (it's a big
red flag if they won't show you results
of their work).
One of the simplest measurement
tools is keyword ranking. You should
regularly perform searches on Google
for combinations of your services followed by an area that you serve. If your
company shows up as one of the first
results when you search "pest control
San Diego," you are performing strongly.
If you can't find your company until the
fourth page, you've effectively identified
an area for growth.

You could argue that a well-balanced
diet can have a good impact on your
SEO campaign, but when we say
EAT, we're referring to your company's Expertise, Authoritativeness and
Trustworthiness online.
Search engines like to reward websites for having educational content.
When customers are searching for services, they're also looking for information about this service. When Google
fetches results for users, they intend
to provide the best match possible.
Make sure you're optimizing your site
to include informative content about
your company and services. This will
work wonders for your SEO campaign
in the long run by establishing your
company's authority and expertise on
the subject.
Trustworthiness can be boosted by
staying on top of your online reviews.
Any small business can attest to this:
customers will hold you accountable
to your review (whether they're right
or wrong). To show customers, and
Google, that you run a reputable operation, be sure to respond to ALL of your

reviews. If you get negative reviews,
respond to let them know you want to
make the situation right. Make sure to
say thanks to the positive reviews, too!
Pro tip: review generation is an excellent way to build your reputation fast.
Make sure you have a system in place
to reach out to satisfied customers to
leave a review online.

User experience has always been
a hot topic in web marketing, and
for good reason. It's well-known that
Google takes this into consideration
when ranking sites online. If you want
your SEO effort to work for you, be sure
to optimize the following:
*	 Page speed. No one likes to wait,
especially online. Make sure that all of
the elements of your site (the design,
photos, videos, etc.) are optimized to
load quickly while still retaining quality. There are plenty of tools online
that will tell you how long your site
takes to load.
*	 Mobile friendly-ness. When someone sees signs of a termite inspection, it's more likely nowadays that
they're grabbing their phone before
they settle down to their desktop computers. More people are visiting websites online and making a call ASAP,
so make sure your website is kind to
mobile users. A mobile-friendly website kills two birds with one stone -
you're pleasing your prospects and
search engines!
Pro tip: you don't need everything
on your site to transfer into the mobile
experience. Talk to your website provider about the most important things
you feel should be visible on the mobile
view of your website.

*	 SEO doesn't need to be broad. Focus
on local markets for your company
first, and then branch out. Make sure
your Google My Business (GMB) listing is claimed, accurate and consistently updated.
Pro tip: falling behind on your
GMB listing maintenance can - and

will - result in the listing's suspension
or removal.
*	 Link building is still a quality way to
build on your SEO campaign. When
links to your website are posted on
other reputable websites, Google
notices. Offer to write guest posts
for local news sites or community
blogs. Reach out to complementary
businesses to add links to their sites
(if you're a home inspector, ask the
electrician that you often refer your
customers to). Exchanging links with
businesses in your area or industry
contacts you have outside of your
market can favorably affect your
SEO efforts.
If you're looking for help measuring your current SEO rankings, Market
Hardware is happy to help. Just email
search@markethardware.com asking
for a free ranking report, and as a PCOC
magazine subscriber, we'll be happy to
deliver one to you!


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PCOC - Spring 2020

Table of Contents for the Digital Edition of PCOC - Spring 2020

President’s Message
EVP Message
The Benefits of Being a PCOC Member
Details About the Future of Pest Control Expo
Surviving a Technology Conversion: 10 Tech Upgrade Tips for Smooth Sailing
Pesticide Research Must Stay Transparent and Independent
New Technology to Control Pests with Precision-Guided Genetics
NPMA Federal Update
State Capitol Report
Firm Profile
Index to Advertisers
PCOC - Spring 2020 - Intro
PCOC - Spring 2020 - cover1
PCOC - Spring 2020 - cover2
PCOC - Spring 2020 - 3
PCOC - Spring 2020 - 4
PCOC - Spring 2020 - 5
PCOC - Spring 2020 - 6
PCOC - Spring 2020 - President’s Message
PCOC - Spring 2020 - 8
PCOC - Spring 2020 - EVP Message
PCOC - Spring 2020 - The Benefits of Being a PCOC Member
PCOC - Spring 2020 - 11
PCOC - Spring 2020 - Details About the Future of Pest Control Expo
PCOC - Spring 2020 - 13
PCOC - Spring 2020 - Surviving a Technology Conversion: 10 Tech Upgrade Tips for Smooth Sailing
PCOC - Spring 2020 - 15
PCOC - Spring 2020 - 16
PCOC - Spring 2020 - 17
PCOC - Spring 2020 - 18
PCOC - Spring 2020 - 19
PCOC - Spring 2020 - Pesticide Research Must Stay Transparent and Independent
PCOC - Spring 2020 - 21
PCOC - Spring 2020 - 22
PCOC - Spring 2020 - 23
PCOC - Spring 2020 - New Technology to Control Pests with Precision-Guided Genetics
PCOC - Spring 2020 - 25
PCOC - Spring 2020 - NPMA Federal Update
PCOC - Spring 2020 - 27
PCOC - Spring 2020 - Insurance
PCOC - Spring 2020 - 29
PCOC - Spring 2020 - 30
PCOC - Spring 2020 - 31
PCOC - Spring 2020 - State Capitol Report
PCOC - Spring 2020 - 33
PCOC - Spring 2020 - 34
PCOC - Spring 2020 - 35
PCOC - Spring 2020 - 36
PCOC - Spring 2020 - Marketing
PCOC - Spring 2020 - 38
PCOC - Spring 2020 - 39
PCOC - Spring 2020 - 40
PCOC - Spring 2020 - Firm Profile
PCOC - Spring 2020 - Index to Advertisers
PCOC - Spring 2020 - cover3
PCOC - Spring 2020 - cover4
PCOC - Spring 2020 - outsert1
PCOC - Spring 2020 - outsert2
PCOC - Spring 2020 - outsert3
PCOC - Spring 2020 - outsert4