Your Google Business Profile is often the first thing a potential customer sees. A well-optimised profile can be the difference between appearing in the map pack and being invisible. Here's how to make sure yours is working as hard as possible.
Why Your GBP Is Your Most Valuable Local Asset
The map pack — the three business listings that appear at the top of local search results — captures the majority of clicks for high-intent local searches. For pest control, where most searches are emergency-driven and mobile-first, appearing in the map pack is often more valuable than ranking number one in organic results.
Your Google Business Profile is the primary signal Google uses to determine map pack rankings. It's completely free to optimise, and most pest control businesses have left significant ranking potential on the table by treating it as an afterthought.
Categories and Services: Getting the Basics Right
Your primary category should be 'Pest Control Service'. Beyond that, add every relevant secondary category that applies to your business: 'Exterminator', 'Termite Control Service', 'Wildlife Control Service', etc.
In the Services section, list every pest you treat as a separate service with a description. This is free keyword real estate that most businesses completely ignore. 'Ant Control', 'Wasp Removal', 'Rodent Control', 'Bed Bug Treatment' — each should be its own service entry with a 2-3 sentence description.
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Reviews: The Ranking Factor You Can Control
Reviews are one of the top three ranking factors for the map pack, and they're one of the few ranking factors you can directly influence. The businesses that dominate the map pack in most markets have a systematic review collection process, not just a hope that happy customers will leave reviews.
The most effective approach: send a review request SMS or email within 24 hours of completing a job, with a direct link to your Google review page. A 10% conversion rate on review requests is achievable with a good follow-up process. Over 12 months, that compounds into a significant competitive advantage.