Background Information
Critter Removal Indianapolis is a family-founded wildlife removal and pest control company serving Greater Indianapolis and the surrounding counties. Founded in 2018 after the owners stepped in to help a neighbor with a raccoon problem, the business has grown into a DNR-certified team offering 24/7 emergency services, humane exclusion, damage repair, insulation replacement, and full remediation for homes and businesses.
Initial Situation
When Critter Removal Indianapolis came to our team, their business was growing, and the market opportunity was real, but their digital foundation didn’t match their ambition. Analytics tracking was unreliable, and it was hard to tell what was working and what wasn’t. The site carried a mix of technical debt, including thin auto-generated content, dead pages surfacing in Search Console, and form setups that let leads slip through. And in a local market where large national franchises spend heavily on paid ads and have dominant brand recognition, the site needed to compete for high-intent local searches without being outspent.
What We Did to Help
We built a focused SEO strategy targeting Indianapolis, with the earliest work building the tracking foundation, the middle work moving the highest-revenue pages, and the ongoing work compounding authority and local visibility. Tactics and strategies we implemented included the following:
Fixing Core Tracking Issues
Before optimizing anything else, we made sure we could actually measure what was working. We set up clean analytics, tagged every lead by source (organic versus paid), separated first-time callers from repeat callers, and verified conversions against real business outcomes. That foundation made every decision after it more accurate and turned reporting into a genuine business tool rather than a dashboard exercise.
Rebuilding Service Pages With Real Expert Content
This was the single biggest driver of results. We did full rewrites of the top-revenue service pages, working directly with the owner to capture the real subject-matter expertise that lives inside a wildlife removal business. We cross-linked those pages so authority flowed between them and redesigned the layouts to match the revamped content. This isn’t stock content copied off a franchise site. It reads like it was written by someone who actually removes raccoons from attics, because it was.
Prioritizing by Profit, Not by Search Volume
Rather than chasing whatever keyword tools said had the biggest traffic potential, we anchored the whole strategy to the services the owner told us were most common and most profitable. Then we re-checked and re-planned every quarter as new data came in. That kept the work aligned with what actually made the business money.
Cleaning Up Site Issues
We redirected the dead pages Search Console was flagging, cut the low-quality auto-generated content that was diluting the site’s authority, added spam filtering to every form, and consolidated the form setup so no legitimate lead could slip through unnoticed.
Building Authority and Local Trust
Alongside the on-site work, we ran ongoing expert-source link building, cleaned up local citations, and made sure the client got credit for press and partnerships they had already earned but hadn’t fully leveraged online. We also kept Google Business Profile activity consistent and worked to police GBP spam from competitors in the local map results.
Results of Our Work
The combination of clean tracking, rebuilt money pages, and consistent local work moved the needle across every metric that matters for a local service business. Looking at June 2026 in comparison to June 2025, they saw:
- 340+ organic leads
- Website clicks up 86%
- ChatGPT referrals up 217%
- Content engagement time up 10%
- Google Business Profile clicks up 22%