Coalmarch Marketing

06/24/2026

Traditional SEO gets you on the list. Generative search optimization gets you recommended.
They require different inputs, different content strategies, and a different definition of success.
Right now, the cost of building AI visibility is significantly lower than it will be in a year when everyone's competing for it. Tess Howard, our Director of Search Experience, breaks down exactly what GSO requires — and why it's different from what you're probably already doing.
Free to watch:

The digital marketing landscape for pest control and lawn care is shifting fast — and peak season is exactly the wrong time to be behind. In this session,...

06/22/2026

You don't need a photographer following your techs around. You don't need a videographer on retainer. You need a phone and a two-minute habit before you drive away from a job.

Google is putting more photos into local search results — and the businesses showing up are the ones with real images on file. Not AI stock. Not generic green landscapes. Actual work, actual people, actual neighborhoods.

Here's what to shoot:
Before-and-after of any visible service area (get the customer's okay first). Your tech at the truck or the front door before they walk in. The finished yard — stripes, treated beds, cleared problem areas. Anything that looks like a real job site, because it is.

That's it. No ring lights. No staging. Shoot it, save it, and build a library that does the work for you in search. Our friends at Advantage Pest Management do this well - check out a few of their simple shots.

Full breakdown on what's changing and why your photos matter more than ever: https://hubs.la/Q04ldNK20

06/16/2026

Google is putting more imagery into local search — map pack placements, image ad formats, visual surfaces that now live right next to your GBP listing. What used to be a branding nice-to-have is now a visibility variable.

AI-generated photos have come a long way in a short amount of time - extra fingers, weird facial features, made up words on trucks, etc. aren't as common anymore. But the new issue is they look too clean, too perfect, too much like stock photos.

Real photos — actual jobs, real techs, the neighborhoods where your customers live — perform differently. They create the kind of trust that stock imagery can't manufacture.

We broke down what the SERP shift means and what to do about it: https://hubs.la/Q04ldRWv0

06/15/2026

Your Google Business Profile is now a paid ad input.

Google pulls from your GBP — reviews, hours, services — to dynamically generate your ad copy. An incomplete or outdated GBP isn't just an SEO problem. It's directly affecting how your paid campaigns perform.

Alanna Young and Tess Howard cover exactly what this means in Coalmarch's 2026 State of the Union webinar.
Watch the recording:

The digital marketing landscape for pest control and lawn care is shifting fast — and peak season is exactly the wrong time to be behind. In this session,...

06/09/2026

For the first time in 20 years, Google's grip on search is actually loosening.
ChatGPT now accounts for 17% of search queries — more market share in 2 years than Bing built in 15. Approximately 30% of consumers start informational searches directly in AI before they ever turn to Google.

For pest control and lawn care businesses, that's a meaningful shift in how homeowners find you. Our 2026 State of the Union roundtable covers what it means for your marketing strategy — paid, organic, and everything in between.
Watch on demand:

The digital marketing landscape for pest control and lawn care is shifting fast — and peak season is exactly the wrong time to be behind. In this session,...

06/08/2026

"If you have employees under you who know more than you do, that's when you've reached success."

That's Alysia Wrobel — VP of Operations at Kind Pest Control and the final entrant in our series spotlighting women making their mark in the industry. Last month she also picked up an Impact Award at the NPMA Women's Forum!

Alysia isn't a Coalmarch teammate or client. She's someone we admire in the industry, full stop. The award nomination her colleagues wrote describes a leader who knows every role on her team, makes the office a safe place to grow into the next one, and isn't above stepping into a technician's uniform when the day calls for it.

Thank you for closing out the series with us, Alysia. The industry's better with you in it!

06/04/2026

Google is changing what your ads look like — and you may not have noticed yet.

New visual ad formats are expanding in local search. When a homeowner searches for pest control or lawn care near them, your ad can now show up as a visual card that leads with a photo. That photo comes from your Google Business Profile.

According to tracking data from PPC Land, these image-based local ads went from appearing on less than 1% of searches to nearly 22% in under eight months. The businesses that look best in those ads are the ones that already have strong photos on their GBP. Not AI-generated. Not stock. Real photos of real people doing real work!

We wrote about what's changing, why it matters for pest and lawn businesses, and how to build a photo library with nothing but your phone: https://hubs.la/Q04k0r480

Google's local search results are going more visual. Here's what pest and lawn operators need to know — and how to keep up.

06/01/2026

Next up in our series spotlighting women in leadership is Brittany Woods from Frontline Pest Control!

Brittany is a force to be reckoned with. Not only is she currently holding the title of Mrs. Utah America, she's also a mother and a leader at Frontline Pest Control.

Coalmarch's own Janelle Lucas - who works with Brittany on a day to day basis - says, "From my experience, Brittany truly hit the ground running with the Frontline team and has brought so much thoughtfulness and collaboration into the partnership with Coalmarch. She has a way of working across teams that makes it feel seamless to align efforts, support one another, and market the brand holistically. What stands out most is how fully present and invested she appears to be in every area of her life — balancing work, family, and advocacy with so much drive, resilience, and grace. She’s the epitome of a woman who can do it all while still showing up wholeheartedly for the people around her."

It's an honor to support Brittany in her current journey to Mrs. America and to have the opportunity to collaborate with her daily. Stay tuned, we've got more incredible women in leadership to highlight in the coming weeks!

05/28/2026

When Pat reached out, he knew what he wanted: a website that worked harder for his business and an SEO strategy that kept pace with his growth goals. We got to work.

The team went beyond the basics — from helping Pat secure a commercial office location to building out city pages and dedicated service content around his deer repellent work. The site launched last May, and the momentum hasn't stopped since.

Tarsha and the team have kept the communication consistent and the strategy focused — regular check-ins, targeted content, and eyes on the numbers. Pat noticed. This review says it all.

That's the kind of relationship we're here to build. 🤝

05/26/2026

Kicking off the second part of our series highlighting female leaders in the industry with one of our partners, Amanda Korporaal, Director of Marketing at Applause!

We've had the opportunity to collaborate with Amanda over the last year on some fun projects and we've learned SO much from her. Katie McCaskill, our own Marketing Director, says, "One of our core values here at Coalmarch is "Lead with heart". As I've worked with Amanda I've seen her embody this over and over again - leading with empathy, listening with intention, acting with respect, and fostering trust and strong relationships."

Thank you, Amanda, for all you do for Applause and for our own marketing team!