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O'Hara Pest Control
Case Study
Home Services
SEO
71.4%
Increase in Tracked Organic Conversions
Learn how SEO helped O'Hara Pest Control resolve keyword cannibalization across nine cities, turning fewer visits into significantly more conversions.
The Problem
O'Hara Pest Control needed its organic presence to generate more meaningful customer actions, not simply more visits. The company already had a broad service and location footprint online, covering pest types from roaches to whitefly across nine South Florida cities — the gap wasn't visibility, it was efficiency, with too many pages competing against each other for the same searches instead of each owning a distinct, high-intent term.
A Deeper Dive
A closer look at the challenges
Challenge
01
Dozens of pest and location pages across nine cities were competing against each other for the same searches instead of each owning a distinct term.
Challenge
02
Generic metadata across pages made it difficult for searchers to land on the page that actually matched their specific problem.
Challenge
03
With visibility already broad, the real challenge was converting existing traffic more effectively rather than simply generating more of it.
The Solution
The Digital Resource team rewrote metadata around specific searcher problems, tightened internal linking to route users to the correct city page, simplified the lead form, and surfaced seasonal, high-intent content — resolving keyword cannibalization so the site's existing visibility converted far more effectively.
Implementation
Step 1
We rewrote titles and descriptions across pest and location pages to focus on what a searcher actually has — "roach infestation," "ant control," "whitefly treatment" — rather than generic pest-control language, reducing keyword overlap between pages.
Step 2
We tightened internal linking from high-traffic pages like roaches, ants, and rodents to route directly to the relevant city page, so users landed on the most relevant page instead of bouncing between similar ones.
Step3
We streamlined the lead form and gave it clearer placement higher on key pages.
Step 4
We added local schema markup to location pages to support local pack visibility alongside organic listings across the nine-city footprint, and surfaced mosquito control content more prominently as dengue activity rose in South Florida, capturing urgent, high-intent searches during that window.
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Impact
71.4%
Increase in Tracked Organic Conversions
24
Tracked Organic Conversions
17
Organic Form Submissions
