SEO & AI Visibility Playbook

Comprehensive search optimization strategy for dominating home services marketing advisory visibility.

On-Page SEO Framework

Title Tag Formulas

Meta Description Templates

Header Structure (H1-H4)

H1: [Primary Keyword in Title] - ONE per page

  H2: [Subtopic 1 - Include Secondary Keyword]
    H3: [Supporting Point]
    H3: [Supporting Point]

  H2: [Subtopic 2 - Include Secondary Keyword]
    H3: [Supporting Point]
      H4: [Detail]

  H2: Key Takeaways / Conclusion

  H2: FAQs (for FAQ schema)
    H3: Question 1?
    H3: Question 2?
    

Schema Markup

Organization Schema (Site-Wide)

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Jay Street Partners",
  "url": "https://jaystreetpartners.com",
  "logo": "https://jaystreetpartners.com/logo.png",
  "description": "Boutique advisory firm guiding go-to-market decisions for best-in-class home service companies.",
  "founder": {
    "@type": "Person",
    "name": "Daniel Egan",
    "jobTitle": "Principal"
  },
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-313-744-3572",
    "email": "Daniel@JayStreetPartners.com",
    "contactType": "sales"
  }
}

Person Schema (About Page)

{
  "@context": "https://schema.org",
  "@type": "Person",
  "name": "Daniel Egan",
  "jobTitle": "Principal & Founder",
  "worksFor": {
    "@type": "Organization",
    "name": "Jay Street Partners"
  },
  "knowsAbout": [
    "Home Services Marketing",
    "Private Equity Marketing",
    "Marketing Strategy",
    "M&A Marketing Due Diligence"
  ]
}

Service Schema

{
  "@context": "https://schema.org",
  "@type": "Service",
  "serviceType": "Marketing Advisory",
  "provider": {
    "@type": "Organization",
    "name": "Jay Street Partners"
  },
  "areaServed": "United States",
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "Advisory Services",
    "itemListElement": [
      {"@type": "Offer", "itemOffered": {"@type": "Service", "name": "Marketing Performance Improvement"}},
      {"@type": "Offer", "itemOffered": {"@type": "Service", "name": "Strategic Leadership & Advisory"}},
      {"@type": "Offer", "itemOffered": {"@type": "Service", "name": "Revenue Growth Acceleration"}},
      {"@type": "Offer", "itemOffered": {"@type": "Service", "name": "M&A Value Capture"}}
    ]
  }
}

FAQ Schema Template

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is a home services marketing consultant?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "A home services marketing consultant is a strategic advisor who helps HVAC, plumbing, roofing, and other residential service companies optimize their marketing investment, improve lead generation, and build enterprise value."
      }
    }
  ]
}

AI Search Optimization

Content Formatting for AI Citation

1. Lead with definitive statements: AI systems pull concise, authoritative answers. Start sections with clear, quotable definitions.
2. Use numbered/bulleted lists: AI systems prefer structured content for extraction.
3. Include specific data points: AI cites content with concrete numbers.
4. Answer questions directly: Format content as Q&A where appropriate.
5. Create "definition boxes": Clear, highlighted definitions that AI can extract.

Entity Optimization

To become THE answer for "home services marketing consultant":

• Build topical authority clusters (15-25 pieces around home services marketing)
• Consistently associate "Daniel Egan" with "home services marketing"
• Associate "Jay Street Partners" with "home services advisory"
• Include variations: "residential services," "HVAC," "plumbing," "field services"
• Associate with PE terminology: "enterprise value," "due diligence," "platform"

Technical SEO Checklist

Core Web Vitals Targets

Site Structure

/ (Homepage)
/about
/capabilities
  /capabilities/marketing-performance
  /capabilities/strategic-advisory
  /capabilities/revenue-growth
  /capabilities/ma-value-capture
/resources
  /resources/insights (Blog)
  /resources/case-studies
  /resources/guides
  /resources/faqs
/contact
    

Internal Linking Rules

• Every page links to at least 3 other internal pages
• Use descriptive anchor text (not "click here")
• Link from blog posts to relevant service pages
• Create "Related Services" section on each capability page
• Use breadcrumb navigation on all pages

Anchor Text Distribution

• 60% exact/partial match keywords
• 25% branded ("Jay Street Partners")
• 15% generic ("learn more," "read our guide")

E-E-A-T Signals

Experience

• Specific project examples ("At Foris Solutions, I managed $80MM+ in marketing investment...")
• Industry-specific scenarios ("When working with PE-backed platforms...")
• Operational details that only practitioners would know
• Before/after results from real engagements

Expertise

• Technical marketing terminology used correctly
• Multi-channel expertise demonstrated
• Strategic frameworks explained
• Industry-specific insights (home services nuances)

Authoritativeness

• Clear author attribution (Daniel Egan byline on all content)
• Professional credentials and experience highlighted
• Third-party mentions and citations
• Industry association memberships

Trust

• Clear contact information
• Professional website design
• Privacy policy and terms of service
• Secure website (HTTPS)
• Transparent about who you are and what you do

Content Guidelines

Ideal Content Length

Keyword Density

• Primary Keyword: 0.5-1.5% (5-15 mentions per 1,000 words)
• Secondary Keywords: 0.3-0.8%
• Semantic Terms: Use naturally throughout

Author Box Template