PPMA - Pest Control Technology

and a multimedia page with a library of
pest photography, Pest101 videos, PSAs
and NPMA’s educational videos.
PestWorld.org feeling empowered to
tackle pests, by taking preventative measures
around the house to help keep them
out and by partnering with an NPMA
member company to help effectively and
safely remediate infestations,” says Henriksen.
“We feel confident that the redesign
has accomplished that!”
CLASSIC CONTENT TOO. Despite its
new look, PestWorld.org retains many
of its popular features, including the Pest
Guide, AllThingsBedBugs microsite, media
gallery and Extreme Infestations case
studies. The Find-A-Pro ZIP code locator,
which helps users find pest professionals
in their local communities, also got
a face-lift and a prominent home on the
new site.
“It is worth noting that PPMA investors
receive four times more clickthroughs
from the ZIP code locator than
non-investors,” says Henriksen. “We’re
seeing firsthand that the denotation recognizing
their involvement in PPMA is
meaningful to potential customers.”
With the site redesign complete,
PPMA embarked upon expanded search
engine optimization (SEO) efforts. “Our
consumer sites were attracting more than
1 million unique visitors per year but we
believed more could be done to help consumers
find information and pest professionals
in their area,” Henriksen explains.
With the help of an outside firm,
PPMA took a deep dive into the strengths
and weaknesses of the site and developed
a thorough strategy plan.
“Our work has included one-time
changes like tagging photo and video
content to correspond with keywords that
consumers are searching for, and longterm
learnings like how to write content
that will best correspond with consumer
searches,” says Henriksen.
Though the SEO work is still underway,
www.pestworld.org has already seen
a 42 percent increase in site traffic, Henriksen
reports.
“We attribute the increase in site traffic
to a combination of factors,” says Henriksen.
“Certainly, the SEO program has
had a huge impact. And, the site redesign,
with its modern layout, easy navigation,
vivid photography and strengthened content
has had a positive impact as well.”
The result?
“We always want homeowners to leave See me at NPMA Pestworld call (404)556-4365
PPMA 15 th Anniversary Supplement 15