Tactical writing on SEO, GEO, AEO, conversion, and the new AI search reality. No "Top 10 trends" lists. Specific moves from real engagements.
Search “water damage restoration near me” in any American metro and count what sits above the first organic result: Local Services Ads with their green checkmarks, then paid search ads, then the map pack, and somewhere...
Run a keyword tool on “sewer line replacement [your city]” and it’ll tell you the search barely exists: a dozen searches a...
Your Search Console account already knows something you’re probably planning to react to instead: the exact week furnace searches start climbing in...
Every roofer who’s looked at a competitor’s site has seen the pattern: forty pages, one per suburb, each one identical except the...
The booking came in Tuesday: new client, lip filler consultation, found you “on Google.” What the intake form doesn’t show is the...
A Dallas dental practice answered some Yelp reviews the way a frustrated owner answers at 11pm: with the facts. In one reply...
You found out the way everyone finds out: the clinic across town got new signage, the medical director you’ve known for years...
Ask a restoration owner where jobs come from and you’ll get the honest answer: relationships. The plumber who finds the saturated subfloor...
There’s a question that decides most of a plumbing company’s search strategy, and almost no plumbing website answers it: who are you...
An HVAC owner looks at “AC tune-up cost” traffic and sees the least interesting search in the category: a small-ticket service, price...
Every roofer in a hail market knows the rhythm: the storm hits, the phones melt for six weeks, the out-of-state crews flood...
Open your med spa’s website and count the pages under “Services.” If the answer is one, a long scroll listing Botox, filler,...
Pull up your practice’s search queries in Google Search Console and look for the word “insurance.” If your site is like most...
Somewhere in your town this week, a family unloaded a moving truck with a dog pacing the empty house and a cat...
The usual answer is distance. Google ranks local results on three things: relevance, distance and prominence. Distance is measured from wherever the...
Publish a real price range for water heater replacement, on a page built for one city, with the range inside the first...
Build the site around water losses and keep fire as a small, deliberate section. Insurance Information Institute data, citing ISO, puts the...
The thing that most often breaks a 3am emergency call is the answer on the other end of it. A homeowner with...
Cost per signed job is what you paid a source divided by the jobs you actually signed from it. The shorthand is...
Two people call an HVAC company and they have almost nothing in common. One has no cooling at nine at night in...
The most common reason an HVAC company does not appear in the map pack is the primary category on its Google Business...
Cost per signed job is the number that decides the year. It is what you paid a source divided by the jobs...
Search that phrase for almost any metro and Google returns a written answer sitting above the blue links. It gives a range,...
Most roofing companies are not named when a homeowner asks ChatGPT who to call. That is the normal result right now, and...
The most revealing question on this list is number four: show me the last three months of work you did for a...
Roofing SEO runs between about $500 and $5,000 a month in the US market, and the three common price bands buy structurally...
The most common cause is distance. Google ranks the local pack on relevance, distance, and prominence, and distance is measured from wherever...
Every agency comparison post names competitors. We have one competitor we won't name. Here is why, and the principle that decides which...
Most agencies validate schema with Google's Rich Results test and Schema.org validator. Both miss AI-citation-relevant issues. Here is what to add to...
Operator-led is overused. When the operator is the founder, the term means something specific. Here is what changes and what stays the...
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