How HomeTeam Pest Defense won visibility in its most competitive local markets
HomeTeam Pest Defense was established in 1996 in Dallas, Texas. They provide traditional pest and termite control services for existing homeowners, and pre-construction services for home builders. HomeTeam partnered with OMG in November 2022 to improve visibility around key focus terms and increase form submissions on key service pages.
82%
Increase in organic traffic in 6 months
522%
Increase in organic conversions in 6 months
114%
Increase in PPC conversions in 6 months
Challenges
- 404 pages across the site that could hold value if redirected to the most relevant URL.
- SEO titles and meta descriptions needed optimisation, with keyword targeting misaligned.
- Organisation schema missing relevant fields, and Local Business Schema absent from location pages.
- GMB listings and UTM tracking required review across locations.
- Sitemap accuracy and internal link structure needed correcting.
Our Approach
- Grow keyword indexation and organic traffic for key services such as quote request,
termite warranty registration, and Taexx registration among many.
The goal? To increase visibility for non-branded and highly competitive keywords.
Strategy & Execution
- Technical SEO fixes, schema markups, metadata optimization and XML sitemap
optimization. - Expanding content, category pages and additional blog pages built out to add more
opportunities for keyword indexation. - Targeted link acquisition, building greater page authority within a selected category
service. - GMB optimization, improving visibility in local search results across locations.
Key Results
Key SEO wins in 6 months:
- Increased, organic visits by 82%
- Increased, new users by 75%
- Increased, total clicks by 73%
- Increased, organic conversions by 522%
Keyword visibility growth YoY:
- 50% growth in keywords in top 3 positions (887 to 1,328)
- 48% growth in page 1 rankings (2,143 to 3,166)
- 162% growth in overall keyword visibility (13,938 to 36,462)
Authority:
- Increased referring domains from 1,320 to 1,574
- Increased domain rating from 41 to 43
Paid search results:
- 2,398% increase in PPC clicks
- 5,452% increase in PPC impressions
- 56% decrease in average CPC
- 114% increase in conversions
Further activity included:
- Increased total keyword visibility by 162% YoY
- Increase in clicks and impressions for priority keywords
- Increase in PPC clicks by 2,398% in 6 months
- Building authority with relevant & authoritative referral domains (which increased the
amount of referral traffic & domain authority)
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Our SEO services help uncover where your website can improve visibility, attract higher-intent traffic and generate stronger leads. With technical SEO, content, links and transparent reporting working together, OMG builds organic growth that can keep compounding over time.
