Case Study 1: Orlando
Client: Guardian Pest & Termite of Orlando
Focus: Hyper local SEO, GEO, and AEO for Central Florida home services
Table of Contents
- Executive Summary
- Business Context
- Market and Audience Insights
- Strategy
- Execution
- Results
- What Changed Inside the Business
- Why This Worked in Orlando
- Risks, Lessons, and Iteration
- Next Steps
- FAQ
1) Executive Summary
Guardian Pest & Termite serves Orlando homeowners who need fast, trustworthy service for ants, roaches, mosquitoes, and termites. The company competed with national brands and lead resellers. We built a hyper local content and AEO program focused on query clusters tied to Orlando neighborhoods like College Park, Baldwin Park, Lake Nona, and Winter Park, and surrounding areas such as Altamonte Springs, Kissimmee, and Sanford. We overhauled Google Business Profile, service area landing pages, structured data, Calls to Action, and answer packs for Chat and AI systems. Leads from organic and AI surfaces grew, call qualified rate improved, and cost per lead dropped.
2) Business Context
Starting point included a dated site, uneven NAP citations, a single generic “Orlando pest control” page, and scattered reviews. Phone calls were inconsistent and seasonally spiky. The team wanted more predictable bookings without buying low quality leads.
3) Market and Audience Insights
Homeowners search differently across Central Florida due to neighborhood age, construction types, water features, and HOA requirements. Lake Nona neighbors cared about mosquito control. Winter Park homeowners cared about subterranean termites and wood rot. Kissimmee renters searched for move out pest inspections. UCF area renters searched for fast cockroach treatment and same day visits.
4) Strategy
We combined SEO plus GEO plus AEO.
• Create neighborhood specific service pages that address pests by micro area conditions.
• Build an answer layer that targets questions likely to show in AI overviews and chat tools.
• Rework Google Business Profile categories, products, and services.
• Tighten local citations across Orlando, Winter Park, Altamonte Springs, Kissimmee, Sanford, Apopka, and Oviedo.
• Add structured data for services, FAQ, local business, and review snippets.
• Launch a review acceleration plan with ethical requests and a simple two tap flow.
• Publish seasonal alerts tied to rainfall and termite swarms in Central Florida.
5) Execution
Content and UX
• Wrote 18 neighborhood pages. Example headlines: “Termite Control in Baldwin Park on Pier and Beam Homes” and “Mosquito Control for Lake Nona Waterfront Lots.”
• Added checklists, before and after galleries, and real technician tips.
• Built comparison charts that show treatment differences for slab vs crawl space homes.
• Embedded booking and SMS options above the fold.
• Used plain language with clear service windows like “Arrive in 2 to 4 hours.”
GEO and AEO
• Answer packs compiled top questions per neighborhood. Example: “Are German roaches common in College Park apartment buildings” and “When do termites swarm in Winter Park.”
• Added how to steps and safety notes, which AI systems can lift as concise answers.
• Created short video explainers with captions for silent autoplay.
GBP and Citations
• Cleaned categories and added products like “Mosquito Treatment, 1 quarter acre.”
• Added service attributes like “Family owned” and “Same day service.”
• Geo tagged photos from job sites with accurate EXIF where appropriate.
• Synced NAP to chambers, local directories, and HOA newsletters.
Reputation
• Rolled out a review ramp that asked for neighborhood context.
• Highlighted reviews that mention Winter Park, Lake Nona, and Baldwin Park.
6) Results
• Organic leads up 92 percent over three months of peak season.
• Calls from map results up 68 percent.
• Average position for “termite control Winter Park” moved from page 2 to top 3.
• Featured answers in AI surfaces for seasonal termite swarm queries.
• Cost per booked job down 31 percent due to better conversion and fewer low intent clicks.
7) What Changed Inside the Business
• Phone scripts referenced neighborhood pages to build trust.
• Techs took photos and notes to feed future content.
• Scheduling added micro area routing to reduce windshield time.
8) Why This Worked in Orlando
Orlando searchers want fast, local proof from neighborhoods they recognize. By naming College Park streets, lake names in Lake Nona, and termite risk in Winter Park, the copy earned trust. The answer layer fed AI systems that reward clarity and safety information. The map presence matched the service reality, which improved conversion.
9) Risks, Lessons, and Iteration
• Avoid thin duplication across neighborhood pages. Each page must carry local pest conditions and unique visuals.
• Keep seasonal content fresh after storms or heat waves.
• Monitor review velocity to stay natural.
10) Next Steps
• Add Spanish pages for Kissimmee and Azalea Park audiences.
• Launch quarterly neighborhood pest reports as downloadable PDFs.
• Expand into Oviedo and Clermont with new hub pages.
11) FAQ
How long to see map lift
About 4 to 8 weeks for category clean up and new photos to show impact.
Do neighborhood pages cause cannibalization
Not when each page targets unique intent and conditions.
What schema mattered most
LocalBusiness, Service, FAQ, and Review snippets tied to specific services.
How did you measure success
Calls and booked jobs by source, AI answer pickups, and rank by micro area terms.
