Case Study
Arrow
OVERVIEW — Efferent Media combined data-driven strategy with high-quality writing and consumer publishing experience to capitalize on Google’s BERT update to create outstanding total Site Users and organic search results for Arrow Exterminating.
Pest control and extermination is a highly competitive industry. A few nationally known brands make it even harder for independent, local businesses, even one with a long history and good reputation like Arrow, to stand out in the field.
Efferent Media created a well-rounded marketing campaign for Arrow that incorporated SEO, content marketing, and social media. The SEO and content marketing/blog strategy especially worked together cohesively to drive a substantial, sustainable increase in organic search traffic, including page views, goal completion, sessions, users, and new users
BACKGROUND— Arrow Exterminating already had a blog when it became an Efferent Media client
in mid-2018. However, because its website also includes a Pest Library, the blog skewed slightly more
promotional than informational before Efferent took over management.
Google organic search has long emphasized content quality. Efferent Media’s content marketing writers have newspaper, magazine, and general publishing experience to ensure high-quality writing that is clear, concise, interesting, and informative as opposed to somewhat robotic and bland content more focused on dry concepts than user experience and engagement, which can be common in marketing. When combined with several strategy changes to capitalize on Google updates, the results have been outstanding.
Goals
Build Arrow Exterminating’s authority and trust with consumers.
Improve organic search results.
Utilize changes in search to boost organic results.
Dominate search results for questions buyers actually ask.
Turn its blog into a valuable consumer resource that reinforces Arrow’s reputation.