How Much Should You Pay for Pest Control Local SEO and PPC?
Pest Control Local SEO and PPC Pricing
Some of the first questions we hear from pest control companies interested in our digital marketing services are “How much does pest control local SEO cost?” and “How much is pest control PPC?” We’re business owners, and we understand how important it is to know how much a service will cost you and what you’ll get for your money. But to fully answer those pest control pricing questions, it’s helpful to consider a few different questions first: What’s the potential value of local SEO to your pest control company? What can PPC really do to increase sales? What goes into pest control digital marketing? The answers can help you make an informed decision that’s right for your company.
Costs for pest control local SEO.
At Dagmar, local SEO campaigns for pest control companies is in the range of $1,500 to $2,300 a month for one physical location. The definitive price relies on several variable factors, including:
- Citations: An accurate listing for your pest control business (and all of its locations if you have more than one office) in the top online directories is a significant part of any smart local SEO plan. These citations must be monitored and managed, and may cost between $50 and $150 in time each month.
- Local links: Authoritative, relevant links back to your pest control website is essential for improving your company’s rankings. Finding the most valuable links and building the link back to your website is time-intensive. A successful campaign may need a budget between $500 and $1,500 a month or more for link development.
- Locations: If your pest control company has multiple brick-and-mortar locations, the price of local SEO isn’t simply multiplied by the number of locations—there are efficiencies to be gained. But, there also several basic, recurring costs for the monthly management of multi-location campaigns. Plan to allow approximately $750 to $1,500 for each location each month.
How local SEO for pest control gets done.
In short, local SEO shares many of the same foundational tactics as organic SEO, but adds the tactics that help ensure that consumers who are looking for a brick-and-mortar business in their local cities or neighborhoods are more likely to see your business online before they see your competitors.
On a month-to-month basis, there’s a wide range of tasks that play a part in when and where your pest control company appears in local search results. Some tactics are on-site and off-site, both of which are needed to reach your local SEO campaign goals. Some are straightforward, taking just a few minutes, while others have a lot of moving parts and must be developed over time or frequently repeated.
Here’s a high-level view of what matters in local SEO and in its costs:
Citations and links
Google scans the entire web for the signals it uses to rank your pest control website. Some of the most important signals are citations, places where your business is cited or where there’s a link coming back to your site.
For the best local SEO results, the citations that include your business name, address, and phone number must be exactly the same wherever they appear online. Search engines reward consistency in the appearance of these references.
Search engines also evaluate the links that come back to your site from other sites when calculating rankings. When the link from another site is deemed to be authoritative, relevant to your pest control business, and popular, that link is considered high value. Your website then benefits from this “relationship” as it increases your own site’s authority.
Local SEO providers devote a great deal of time to developing these high-value links—they’re rarely easy to obtain, but because of their value, the search for them is constant. Link building, also referred to as link development, is a significant factor in the cost of local SEO for pest control.
The number of locations your pest control company has.
In a way, each of your locations is a business unto itself online, or at least it should be. Each one should have its own consistent citations across the web, its own body of unique content, and its own page on your website. Managing each location as a separate business is a strategy that truly capitalizes on the power of local SEO.
The number of services you offer.
Keyword research is essential to all types of SEO. We do deep research to find the keywords that your potential customers search for, and use these keywords throughout your content and in our technical SEO on your website. If your pest control company offers a long list of distinct services, such as termite control, mosquito control, bed bug control, outdoor pest control, and rodent control, we know that multiple keywords must be targeted for each separate service. That means more campaigns must be created, managed, and monitored to help you reach new customers in each of those service areas.
There’s certainly no shortage of pest control companies nationwide, but how many are you directly competing against in your immediate area? The more competitors you have, the more budget you’ll need for local SEO to help bring you and keep you near the top of the pack. You’ll need to add new, relevant content month after month and need more links from other authoritative websites to stand out in your local crowd.
The current state of your local SEO
Each of our pest control clients come to us in varying stages of digital marketing. Here’s how that can affect how much you’ll pay for local SEO:
- If you have a well-established business but your website has been optimized with low-quality SEO tactics, a significant number of hours may need to be devoted to break down any barriers to positive rankings that your prior SEO put in place.
- If you have had a website for your pest control business for some time but have yet to invest in SEO, you’ll have somewhat of an advantage but it will still take several months of work to achieve the kind of local rankings that can bring you new customers.
- If you are just starting out with a brand-new pest control business, it will take time to build a solid local online presence. You may have some early gains, but your local competition is a factor here as well.
The costs of pay-per-click for your pest control company
PPC pricing isn’t about an estimated range of costs, because there are so many variables in paid search campaigns. These are just some of the factors that ultimately determine what pay-per-click advertising may cost your pest control company:
- How much competing pest control companies paying for ads in your local area are willing to pay for the most desirable keywords (which you will also want to target).
- The goals you’ve set for your campaigns and your bidding strategy.
- The degree of relevancy your ads have to your target audience.
- How much you’re willing to spend per day on each of your ad campaigns.
If you’d like to know more about the price of PPC and our PPC management fees, please get in touch for a free consultation.
So, what should you spend on pest control local SEO and PPC?
“You get what you pay for” was never more true than it is for digital marketing. A small budget of a few hundred dollars a month will result in small, short-term returns. Conversely, you don’t necessarily have to spend six figures every month unless your pest control company has a lot of brick-and-mortar locations.
To get a better understanding of the costs of digital marketing for your company, we recommend that you talk to several local SEO and PPC providers who have experience in the pest control industry. Ask them how they charge for their services and ask to see case studies of what they’ve done for pest control companies like yours. Results always speak for themselves!