Search engine optimization case studies
Happy Pest Control Internet Marketing Case Study
Client: Happy Pest Control
Industry: Pest Control
URL: www.happypestcontrol.com
Campaign Type: Internet marketing package.
Overview:
Happy Pest Control is a San Diego based pest control company that originally started in northern California fifteen years ago. After years of traditional paper media and advertising methods, Happy Pest Control had become stagnant in their growth. Happy’s owner admits to paying for most of his paper advertising methods with the hope that it would ad growth to the company. After reviewing the client sheets however, more than 90% of Happy Pest Control’s growth had come from client referrals.
Happy’s web site was a basic HTML format that relied heavily on image mapping for its navigation and neglected to mention any of the company’s specialties or serviced locales.
Marketing Goals:
Happy Pest Control came to us after dealing with other search professionals. Their site rankings hadn’t changed from the other search professionals’ previous efforts. Happy not only wanted to achieve high rankings for major target terms like “pest control san diego” but also for the various pests they control.
SEO / SEM Strategy:
We focused on Happy’s optimization in a series of stages.
Stage One: We built Happy a simple, 3 column style .php site using cascading style sheets to control the layout and color scheme. The newly designed website allowed Happy to add or subtract cities and pests at a whim without having to modify every page. This also allowed us to keep all of the layout information on another page greatly simplifying the code that the search engines have to crawl before finding the words on the page.
Stage Two: After building the site, our search engine optimization team went to work setting up pages on the site to accurately reflect the cities and pests that Happy Pest Control serviced.
Stage Three: Our search marketing team took over in stage three, building internet popularity to compete with their already optimized competition. As the website was waiting for search engines to recognize its newfound popularity, our search marketing team focused on improving Happy’s already existing advertising mediums - yahoo local, google maps, craigslist and others.
Internet Marketing Results:
Happy Pest Control is a real example of what our search marketing expertise can do for your business. Happy’s website is now producing 90% of their business leads, they have since cancelled their radio, newspaper and phone book campaigns. The website now sees 1200% more traffic than it did when we started on the project.
Happy Pest Control’s owner and operator Steven Coy had this to say;
“I wish I ran into Full Monty a couple years back, my northern California business would have sold for a hell of a lot more. Our San Diego office is doing better than we’ve seen in 20 years and we’ve cut our advertising budget by nearly 80%. Im being forced to grow exponentially this year from all the new business. There’s no downside to working with Full Monty Marketing.”