Local SEO Audit for Pest Control Websites

Updated: January 17, 2025

Local SEO is essential for a pest control business. Customers are looking for services in their area, and an SEO audit will help your business show up when they search for “pest control” nearby. From Google Business Profile optimization to local citations, this step will help you dominate the local search results. We’ll help your website rank to attract the target audience, boosting calls and inquiries from local customers.

Google Business Profile Audit

Step 1: Verify if the Google Business Profile is Claimed and Owned by You

Enter your business name on Google search or go to the: https://www.google.com/intl/en_us/business

claim google business profile
  • Log into Google Business Profile: Go to the Google Business Profile dashboard and log in using the business’s Google account. If the profile is unclaimed, search for the business name in Google and look for the “Own this business?” option.
  • Verify Ownership: Check that the profile is claimed and owned by the business, not by a third party. If it has not been claimed, follow the steps to verify ownership by phone, email, or mail.
  • Check for Authorized Managers: Verify that only authorized people (e.g., business owners or trusted employees) have access to manage the profile. Remove users with unauthorized access.

Step 2: Confirm the Business Hours Are Correct and Match Those Listed on the Website

google business profile hours
  • Check Business Hours in the Google Profile: In the Google Business Profile dashboard, verify that the listed hours of operations are accurate.
  • Cross-Check with the Website: Compare the hours of operation on the Google Business Profile with those on the business’s website. They should match to avoid customer confusion.
  • Update Special Hours: In the Google Business Profile and website, update business special hours for holidays or events in advance.

Step 3: Make Sure the Proper Business Category is Set and the Profile is Regularly Updated with Posts

google business profile category
  • Verify Business Category: In the Google Business Profile dashboard, check the Primary Category to verify that it accurately represents the business’s main service (e.g., “Pest Control Service”). Add secondary categories if necessary, such as “Termite Control” or “Rodent Removal.”
  • Update Posts Regularly: Confirm that the business is actively posting updates, promotions, or announcements on the Google Business Profile. Aim to post at least once a week to keep the profile fresh and engaging for customers.

Step 4: Verify That the Business Has Enough Positive Reviews (4.0 Stars or Higher) to Rank in the Top Three of the Map Pack

Verify That the Business Has Enough Positive Reviews
  • Check the Average Rating: In the Google Business Profile dashboard, look at the business’s overall average rating. To stay relevant in local search results, the goal is to maintain a 4.0-star rating or higher.
  • Analyze the Review Volume: Look at the total number of reviews. Businesses typically need a high volume of positive reviews to rank in the top three of the map pack. Compare the number of reviews with local competitors to gauge how the business stacks up.
  • Encourage More Positive Reviews: If the business has fewer reviews or a lower rating, consider asking satisfied customers to leave reviews. You can ask customers via follow-up email or offer incentives for feedback (without violating Google’s review policies).

Step 5: Check the Business Responds to Reviews, Both Positive and Negative

google business profile respond reviews
  • Review Recent Responses: Check the recent customer reviews in the Google Business Profile dashboard. Check that the business responds promptly to both positive and negative reviews.
  • Craft Thoughtful Responses: For positive reviews, thank the customer and acknowledge specific aspects of the service they mentioned. For negative reviews, respond professionally and offer solutions to resolve the issue. Avoid defensive language, and use this opportunity to improve customer trust.
  • Develop a Response Strategy: Create a process for responding to reviews regularly. Responding within 24–48 hours of receiving a review is recommended, which shows attentiveness and care for customer feedback.

Business Citations Audit

Step 6: Check Consistency Across Major Business Directories

The easiest way is to use BrightLocal Citation Builder: https://www.brightlocal.com/citation-builder

Check Consistency Across Major Business Directories
  • List All Directories: Gather a list of all major business directories where the company is listed, such as Yelp, Bing Places, Facebook, and Yellow Pages.
  • Check NAP Consistency: Verify that the business name, address, and phone number (NAP) are consistent across all directories. Any inconsistency can negatively impact local SEO and confuse customers.
  • Update Inconsistent Listings: If any directory listing has inconsistent NAP information, log in and update the details to match the Google Business Profile and website.

Step 7: Check the Business is Listed on All Relevant Local and Industry-Specific Directories

BrightLocal -> Citation Builder:

brightlocal citation builder
  • Check Local Directories: Check if the business is in local directories related to its service areas (e.g., Chamber of Commerce websites or local pest control listings).
  • Add to Industry-Specific Directories: Verify the business is listed in relevant pest control directories (e.g., Angie’s List or HomeAdvisor).
  • Submit New Listings: If the business is not in local directories, submit it to the relevant ones, ensuring all NAP information is correct.

Step 8: Verify Listings Are Active and Up-to-Date

brightlocal build listings
  • Check Listing Activity: Ensure each listing is active and up-to-date. Remove any outdated listings or duplicates.
  • Update Business Information Regularly: Set a schedule to regularly check and update business listings across all directories to keep the information current, especially after changes like phone numbers or service area updates.

Step 9: Monitor Citations for Accuracy Over Time

BrightLocal -> Citation Tracker:

brightlocal citation tracker
  • Use Citation Monitoring Tools: Use BrightLocal to monitor the accuracy of the business’s citations across the web. These tools help track and fix any incorrect or inconsistent listings.
  • Fix Incorrect Citations: If inaccurate information is detected, log in to the respective directory and update it immediately.
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