Executive Summary

A leading pest control company, once an SEO powerhouse, faced a steep decline in search engine visibility and traffic over six months. Our in-depth analysis revealed multiple technical and content-related issues that hindered their performance. By resolving these issues and implementing a comprehensive SEO strategy, we delivered remarkable results, achieving a 300% increase in clicks and a 250% rise in impressions within just seven months.

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About the Client

The client is a large, well-established pest control company with a national presence. They serve residential and commercial markets, offering solutions for insect and rodent control, termite treatment, and more. Due to confidentiality agreements, their identity is undisclosed. Despite previous SEO success, they faced mounting challenges and diminishing returns from their online presence.

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The Challenge

Over six months, the client experienced:

• A steady decline in organic traffic and search engine rankings.

• A significant drop in visibility for competitive, high-intent keywords.

• Reduced clicks and impressions, damaging their lead generation efforts.

 

After their internal attempts failed to reverse this trend, they turned to us for a solution. Our comprehensive SEO audit uncovered critical issues, including:

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• 404 and 403 errors: Affecting user experience and site indexing.

• Broken links and images: Further undermining user trust and SEO.

• Empty alt texts: Missing opportunities to optimize visuals for search engines.

• Inconsistent NAP information: Damaging local SEO rankings.

• Empty meta titles and tags: Reducing relevance and click-through rates.

• Outdated articles: Providing minimal value to users and search engines.

• Missing Open Graph data: Hindering social media sharing effectiveness.

• No schema markup: Limiting the site’s visibility in rich search features.

• Pages marked as noindex: Preventing valuable content from appearing in search results.

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The Solution

To address these challenges and reverse course, we implemented a multi-faceted SEO strategy focused on the following key areas:

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1. Technical SEO Fixes

• Resolved all 404 and 403 errors and implemented proper redirects.

• Fixed broken links and images across the site.

• Added alt texts to all images, ensuring SEO best practices were properly employed.

2. Content Optimization

• Updated and refreshed outdated articles to better reflect current trends and user intent.

• Filled in missing meta titles and tags, ensuring they were fully optimized and compelling.

3. Local SEO Enhancements

• Audited and standardized all NAP information across directories, ensuring consistent citations to boost local rankings.

4. Schema and Open Graph Integration

• Implemented schema markup to optimize the site for rich search results and enhance visibility.

• Integrated Open Graph data to improve the site’s social sharing functionality and expand reach.

5. Indexing and Performance Audits

• Identified and rectified improperly marked noindex pages to ensure all relevant content was crawlable and indexed.

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Implementation

To ensure the client saw timely results, we followed a phased approach:

1. Audit and Analysis: Conducted an extensive SEO and content audit to identify all areas in need of improvement.

2. Prioritization: Focused on high-impact fixes to drive immediate gains.

3. Execution: Systematically addressed both technical and content issues.

4. Continuous Monitoring: Used real-time analytics to track progress and make data-driven adjustments.

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Results

Within seven months of deploying our comprehensive recovery strategy, the client experienced substantial growth and regained their competitive edge:

• Clicks: Increased by 300%, bringing a flood of new visitors to their site.

• Impressions: Grew by 250%, significantly expanding their online visibility.

• Keyword Rankings: Recovered lost ground for critical keywords while achieving new rankings for additional relevant terms.

• Lead Generation: Dramatically improved organic traffic, resulting in enhanced lead volume and quality.

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Key Takeaways

By addressing foundational technical and content issues, implementing strategic optimizations, and focusing on local SEO, we helped the client achieve exceptional outcomes in a relatively short timeframe. Their success illustrates the importance of proactive SEO management and the value of a targeted, data-driven approach.