Pest control SEO case study
By Ihor Lavrenenko · Updated
Forterra Pest Control serves homeowners across Dallas-Fort Worth. Rathly rebuilt its website around the way people search, kept its old rankings through the move and grew Google clicks within weeks.
- ✓New 377-page site, live 16 September 2026
- ✓181 old addresses redirected to new pages
- ✓Google clicks 52% above the summer
- ✓789 keywords in Google's top three
Play the case study1:40A young brand stuck on page two
Forterra opened in 2021 and serves homes from offices in Southlake, Dallas and Aubrey. Its old website looked like many others in the trade, and most of its searches sat on page two of Google or lower.
- 01
Where it ranked
Before the launch, pest control plano sat at position 52 and pest control mckinney at 50. Even pest control dallas averaged 34, deep on page four.
- 02
What it already had
The old site still carried years of rankings and links. A careless move would have thrown them away, so every old address needed a new home.
- 03
The goal
Forterra wanted a site that looks established, shows its prices up front and ranks city by city across Dallas-Fort Worth.
The new Forterra site next to the old one
Rathly designed and built the site from Forterra's concept, with an earth palette, custom pest icons and a price on every service card.
Forterra Pest Control
New site · September 2026
The old homepage
One headline, a phone number and a short form, before the 377-page rebuild.
Termite control page
Pest page · Sentricon
A price on every card
Each service card shows a starting monthly price, so homeowners can compare plans before they call.From signed agreement to launch in five weeks
Forterra signed with Rathly on 12 August 2026, and the new site went live on 16 September.
- 01Aug 2026
A site plan built from searches
We mapped a page for each pest, each of the 97 cities Forterra serves and each pest in a city.You get a 377-page plan - 02Aug to Sep
Design and build
We built fast static pages with self-hosted fonts and a content system the Forterra team edits itself.You get a site Forterra owns - 0316 Sep 2026
Launch with redirects
We pointed 181 old addresses at their new pages, so the rankings the old site had earned carried over.You get rankings kept - 04Every month
Listings and links
We listed Forterra in more than 40 business directories and add three editorial links every month.You get growing authority - 05Today
Plan your rebuild
Send your site and we map what to keep.Talk to us →
Search Console, Maps and Ahrefs after the launch
Clicks dipped in the two launch weeks, as they often do after a big move. October then brought more than twice September's clicks.
52% more clicks than the summer
5 October to 2 November 2026 against 27 July to 23 August. Impressions rose by a third, and average position improved from 17 to 10.1.
Click the screenshot for full size
The launch dip and the climb
Blue shows clicks a week and orange shows average position. Both turned upward in early October, three weeks after the launch.
Click the screenshot for full size
pest control around Aubrey
Forterra ranks in the top three at 28 of 49 points and shows at 42, across a 10 km radius of its Aubrey office.
Click the screenshot for full size
commercial pest control around Aubrey
Forterra shows at 48 of 49 points and ranks in the top three at 33. The ring marks the office.
Click the screenshot for full size
789 keywords in the top three
Ahrefs counts 1.3K ranking keywords for the site, with 789 in the top three and 1.4K citations in Google AI Overviews.
Click the screenshot for full sizeCity searches that moved up after launch
Average Google position for the city searches Smarfle tracks for Forterra. On Google Maps, its Aubrey profile showed on 48 of 49 grid points for commercial pest control on 2 November.
| Search | Before launch | After launch |
|---|---|---|
| pest control richardson | 43.0 | 18.0 |
| pest control mckinney | 50.1 | 25.5 |
| pest control garland | 40.5 | 20.5 |
| pest control frisco | 40.8 | 22.7 |
| pest control fort worth | 43.9 | 26.7 |
| pest control arlington | 37.2 | 24.8 |
| pest control southlake | 12.7 | 8.7 |
| pest control near me | 12.9 | 10.3 |
Google Search Console through Smarfle, 16 August to 15 September 2026 against 3 October to 2 November 2026. Lower is better.
Three things that made the difference
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Rebuild your site without losing rankings
- ✓ A page plan before any design
- ✓ Every old address redirected
- ✓ The code and domain stay yours
- ✓ A reply the same or next day