What Works

ADDISON EXTERMINATING CO.

The folks at Addison Exterminating had become very frustrated with the level of customer service and lack of results they were getting from a major national online directory they had signed on with. This online directory was providing them with both yellow page listings and a small business website. They quickly realized they had spent quite a bit of money to have an online presence, but it was doing absolutely nothing for them. They needed to obtain more qualified traffic to their website from search engines like Google and Yahoo. It was time for plan B. A call from Produce Results, inviting them to learn what search engines could do for their industry, was just the answer Addison Exterminating was looking for.

OUR GOALS

Our first goal was to increase traffic to the website from natural or "organic” search engine listings, targeting keywords for all of Addison Exterminating's core services. Organic listings are the sites that show up on search engines naturally, unlike the pay per click "sponsored links." Once potential customers found and visited the Addison Exterminating website, our continuing goal was to maximize the number of phone calls and email requests that came in as a result of the traffic. This would result in increased sales and revenue, not only today, but for years to come.

THE PROCESS

As with every customer, we started with a Creative Brief. That is when the customer gets a chance to meet with the Produce Results creative and SEO team over donuts and coffee to answer a bunch of questions and talk about themselves and their company. We laugh a lot, consume way too many calories and caffeine, and get to know you and your company a little better by the end of the meeting. At the Creative Brief with Addison Exterminating, we discussed their product line, most profitable services, and future positioning of the company.

Then, Produce Results went to work doing keyword research around the services Addison Exterminating wanted to promote. After picking the most active and profitable terms to target, we created a sitemap and then expanded it to include our Keyword Matrix™.

The Keyword Matrix™ is a fancy technical document that shows which keywords will be optimized on each page of the site. This fancy technical document was then handed off our Creative Department, who had already been dreaming up ways to make the new website look great and outperform the competition. Our creative team used this as a blueprint for the new design. We felt that the site design they already had did not do much to support the brand or the company's goals. We wanted to portray a softer, more inviting feeling with a professional look, and dead bugs scattered across the page just didn't do it. Our creative team came up with some great concepts for Addison Exterminating to review that supported the keyword research. We collaborated with them to refine the site design before going into Technical Production.

Technical Production is when our left brainers take over. Our web development team started building code for the site, based on the concepts from creative and the SEO specifications. After about a week of non-stop programming, the site was ready for Beta testing. A few minor tweaks here and there, and the site was ready to go live and be seen by millions.

Just after the site went live, we installed all of the necessary analytics code and site tracking so we could evaluate its performance make any changes necessary. In addition to the analytics, we added Addison Exterminating to the local search and maps databases. We also performed a reputation analysis to determine if there were any negative reviews floating around out there that could harm performance. Lucky for us, their reputation was squeaky clean which made this process easy.

Next, we began the backlinking process. A backlink is really just what it sounds like - a "link" that goes "back" to your website...kind of like a referral. The more relevant and important the person (or website) giving the referral, the more weight it has with search engines. Backlinking enhances the organic listings on search engines like Google, Yahoo and Bing. For Addison Exterminating, we used a creative strategy that involved developing a custom application that can be used throughout the industry. We created an interactive termite swarm map and distributed it for free to extermination companies outside of the Dallas / Fort Worth Area. The only requirement for free usage was...you guessed it, a backlink!

THE FINAL PRODUCT

The final product is a very professional looking website that compels customers to call or email their extermination needs directly to the very helpful and bug-savvy people at Addison Exterminating. We have been told this website is one of the best looking extermination sites on the net today. Want to see it live? Check it out here.

THE RESULTS

How does a 75% increase in total sales sound? That is what Addison Exterminating told us we have done for them...and we don't think they're just saying that to be nice. As Addison Exterminating's owner, Corey Turley stated, “Because of Produce Results, we are busier than a one armed paper hanger in a Texas wind storm!” Thanks Corey for that beautiful quote!