How Impressive Exterminating Grew Estimated Organic Traffic From 47 to 153
A California pest-control company lifted desktop PageSpeed from 75 to 95, grew estimated organic traffic from 47 to 153 and expanded keyword coverage from 278 to 436. Every number is sourced.
- Client
- Impressive Exterminating Pest Control, California
- Services
- Local SEO and Google Maps, SEO
- Market
- California
- Period
- July 30 to October 29, 2026
- Data source
- Google PageSpeed Insights, Semrush and Google Search Console
Verified results at a glance
Source: Google PageSpeed Insights, Semrush and Google Search Console. Period: July 30 to October 29, 2026. Semrush figures are estimates, not measured sessions, and the screenshots were taken on different dates, so treat comparisons as directional. No call, lead or revenue figures are claimed.
Before and after, side by side
Bars are drawn to scale within each row. The outlined bar is the earlier reading and the solid green bar is the later one.
Site quality (score out of 100)
Estimated visibility (Semrush estimates)
Real Google data (Search Console, last 28 days vs same period last year)
Key Takeaways
- Desktop PageSpeed performance rose from 75 to 95 (+20 points) in dated Google PageSpeed Insights reports.
- Semrush’s estimates for organic traffic (47 to 153) and organic keywords (278 to 436) both rose. Most of the estimated traffic comes from the company’s own name, so read that gain with care.
- Google Search Console, which is measured data and not an estimate, points the same way: clicks rose from 36 to 51 and impressions from 10.3K to 14.2K against the same period a year earlier.
- No calls, leads or revenue are claimed, and the screenshots alone cannot show which actions caused the changes.
The Starting Point
Impressive Exterminating Pest Control is a California-based pest-control company. When this engagement began, its desktop PageSpeed performance score was 75, and Semrush estimated 47 organic visits and 278 ranking keywords for the site. SEO and local SEO were both in scope.
Local pest-control searches are urgent and competitive. A slow site loses the homeowner who needs help now, and a site that ranks for few searches is easy to miss. This case study reports what the supplied screenshots show about both, and it states plainly what they cannot prove.
The Evidence Timeline
Every number on this page comes from a dated screenshot supplied by the client. In order:
- July 30, 2026: Semrush Domain Overview baseline. Estimated organic traffic 47 and 278 organic keywords.
- October 1, 2026: Google PageSpeed Insights desktop baseline. Performance 75, accessibility 93, best practices 73, SEO 92.
- Later desktop report: PageSpeed Insights after the work. Performance 95, accessibility 92, best practices 96, SEO 92. The date is not visible in the screenshot.
- October 28, 2026: Semrush organic rankings for the US database. 424 US keywords and 153 estimated traffic.
- October 29, 2026: Semrush Domain Overview. Estimated organic traffic 153 and 436 organic keywords.
- Last 28 days versus the same period a year earlier: Google Search Console comparison. Exact dates are not visible in the screenshot.
Results at a Glance
The table lists every before and after pair. Semrush values are estimates, not measured visits.
| Metric | Before | After | Change |
|---|---|---|---|
| Desktop performance | 75 | 95 | +20 points |
| Best practices | 73 | 96 | +23 points |
| Accessibility | 93 | 92 | -1 point |
| SEO audit score | 92 | 92 | Unchanged |
| Estimated organic traffic | 47 | 153 | +225.5% |
| Organic keywords | 278 | 436 | +56.8% |
| Search Console clicks (28 days) | 36 | 51 | +41.7% |
| Search Console impressions (28 days) | 10.3K | 14.2K | About +37.9% |
| Referring domains | 294 | 4.5K | Different snapshots |
| Backlinks | 2.6K | 12.8K | Different snapshots |
Referring domains and backlinks come from different snapshots and are not a like-for-like comparison, so we do not treat them as a result.
What Changed
A faster desktop experience
PageSpeed performance rose 20 points, from 75 to 95, and Best Practices rose from 73 to 96. The SEO audit score held at 92. Accessibility moved from 93 to 92, a one-point dip that we report rather than hide. The later report lists First Contentful Paint at 0.8 seconds and Largest Contentful Paint at 1.4 seconds.
More estimated organic visibility
Semrush’s estimated organic traffic rose from 47 to 153, and organic keywords rose from 278 to 436, between the July 30 and October 29, 2026 snapshots. The two-year Semrush trend shows keyword coverage rising over the window overall, with the traffic estimate climbing sharply in the final weeks of the chart.
Google Search Console, year over year
For the last 28 days compared with the same period a year earlier, clicks rose from 36 to 51 (+41.7%) and impressions rose from 10.3K to 14.2K (about +37.9%). Average click-through rate was 0.4% in both periods, and average position moved from 32 to 31.5.
A longer Search Console report supplied for the property, beginning June 28, 2025, shows 900 clicks and 375K impressions, with an average click-through rate of 0.2% and an average position of 40.
Early AI search signals
Semrush’s AI Search panel listed 2 cited pages on July 30 and 3 on October 29. In the July snapshot, AI Visibility and mentions were both 0. These are very small numbers, so we treat them as an early signal and not as a result.
How Reliable Is Each Source?
Not all four sources carry the same weight. This is how we read them.
| Source | What it shows | Type of data |
|---|---|---|
| Google Search Console | Real Google clicks, impressions, click-through rate and average position | Measured by Google |
| Google PageSpeed Insights | Desktop performance, accessibility, best practices and SEO audit scores | Lab test of a page load |
| Semrush Domain Overview | Estimated organic traffic, keywords, referring domains and backlinks | Estimate |
| Semrush Organic Rankings | Keyword positions and traffic estimates for the US database | Estimate |
What These Numbers Do Not Show
- Screenshots alone cannot isolate which SEO actions caused the changes.
- Semrush traffic and keyword figures are estimates. The before and after screenshots were taken on different dates and may use different country database settings, so read them as directional.
- In the October 28 ranking snapshot, the company’s own name accounts for most of the estimated traffic (136 of 153 visits), so the gain should not be read as non-branded growth alone.
- No Google Business Profile insights or local-pack ranking comparison were supplied, so we do not quantify local-pack outcomes.
- A separate 16-month Search Console chart showing 662 impressions uses its own filter. It is not a sitewide total.
- No call, lead or revenue figures are claimed.
What We Took From This
Technical performance is the easiest result to verify: the same free tool, run before and after, shows the change. Search visibility moves more slowly and is noisier, which is why we pair estimated tool data with Search Console and state the limits beside every number.
For a local service business, that is a fair way to judge progress: faster pages, wider keyword coverage and growth in real Google impressions and clicks, reported honestly.
Our SEO, AEO and GEO framework
The results above measure Google visibility. This is how we approach the same work for answer engines and AI assistants. It describes our method and does not add results to this case study.
- SEO: be found in Google
- Service pages, local relevance, technical health and internal links that help Google match your company to the searches homeowners make.
- AEO: be the direct answer
- Clear questions with short, accurate answers on each page, backed by FAQ structured data, so search features and answer engines can quote your pages.
- GEO: be described correctly by AI
- Consistent facts about your services, service areas and business details across your site and profiles, so AI assistants can describe and recommend you accurately.
Frequently asked questions
Is Impressive Exterminating a real client?
Yes. Impressive Exterminating Pest Control is a California-based pest-control company and a confirmed client. Every figure on this page comes from screenshots the client supplied.
Are the Semrush numbers measured traffic?
No. Semrush organic traffic and keyword counts are estimates. They show direction, not exact visits, and the before and after screenshots were taken on different dates.
Did SEO cause these improvements?
The screenshots alone cannot isolate which actions caused the changes. SEO and local SEO were in scope, and we report the measured movement together with its limits.
Does this case study show more calls or leads?
No. No call, lead or revenue figures are claimed, because none were supplied.
What about Google Business Profile results?
They are not quantified here. Local SEO was part of the project scope, but no Google Business Profile performance evidence or local-pack ranking comparison was supplied.
How was site speed measured?
With Google PageSpeed Insights desktop reports: a baseline dated October 1, 2026 and a later report. Performance moved from 75 to 95.
Can you do the same for my pest-control company?
Results depend on your market, website, competition and starting point, and we do not guarantee rankings. A free Pest Control Growth Audit shows what is holding your visibility back and the first three fixes we would make.
Want this for your pest-control company?
Request a free Pest Control Growth Audit. We review your website, Google Maps visibility, service pages and conversion path, then share three practical ways to improve.