AHS Location Pages Strategy

A three-phase content and development plan to capture local search intent across Dane County, Wisconsin. Phase 1 focuses on launching location-specific service area pages for smaller towns; Phases 2 and 3 extend the same SEO depth to service pages and contractor-focused content.

Background

Madison Asbestos serves customers across Dane County but had no location-specific landing pages targeting smaller towns like Sun Prairie, Fitchburg, and similar communities. Without these pages, the site could not rank for hyper-local queries (e.g., "asbestos removal Sun Prairie WI") where competition is lower and intent is high.

This strategy was reviewed and aligned on during the ^[1].

Phase 1: Dane County Location Pages

Goal: Rank for smaller, local towns within the Madison service area.

Scope: ~10 pages covering towns in Dane County (Sun Prairie, Fitchburg, and others identified by Gina and Sebastian).

Approach:
- Each page uses copy tightly focused on the specific town — local place names, landmarks, and relevant keywords woven into the content.
- A short location-specific paragraph is added at the bottom of each page to reinforce geographic relevance.
- Pages are internally linked from the homepage (a "We serve areas in Dane County" section further down the page) and cross-linked to one another.
- The goal is for each page to rank independently on its own merit, not just serve as a navigational hub.

Status as of 2026-02-24:
- Design: ✅ Complete
- Build: ✅ Complete
- Copy: ✅ Written and sent over
- Deployment: ⏳ Pending — copy needs to be applied to each page (~1–2 days of dev work)

Next action: Deploy updated copy to go live.

"It's just about getting that new copy on there, which should take about a day or two. And then those will be live." — Sebastian Gant

Phase 2: Service Page FAQ Updates

Goal: Deepen thin service pages and capture AI citations (Google AI Overview, ChatGPT, etc.).

Approach:
- Add structured FAQ sections to all service pages.
- FAQs are written to mirror how a user would phrase a question in a search engine or AI tool (e.g., "What should I do if I find asbestos during a renovation?").
- Expand thin body copy where content depth is insufficient.

Rationale: AI models prefer direct, structured Q&A content as citation sources. As of the meeting, Madison Asbestos had 17 citations on Google AI and 0 on ChatGPT. Structured FAQs are the primary lever to grow both numbers.

"AI is kind of lazy, so if there's specifically a question somebody's asking, and we've structured it to where that's a question on our FAQs, where there's a direct answer, that's what it's going to use as its main source." — Karly Oykhman

Sequence: Begins after Phase 1 location pages are live.

See also: ^[2]

Phase 3: Contractor Referral Pages

Goal: Establish Madison Asbestos as a trusted resource and referral partner for contractors (plumbers, general contractors, roofers, etc.) who encounter asbestos or mold during their own work.

Approach:
- Create dedicated pages answering common contractor questions (e.g., "What do I do if I find mold in a pipe?" or "I discovered asbestos during a renovation — what's the process?").
- Frame Madison Asbestos as the authoritative, go-to referral for these situations.
- Optimize for the specific queries contractors are likely to search.

Rationale: Contractors are a high-value referral source. A plumber who discovers asbestos pipe insulation needs a trusted specialist to refer their client to. Owning that search result builds the referral relationship before any direct contact is made.

Sequence: Begins after Phase 2 service page updates are complete.

"We talked about this next year kind of focusing on contractors as referral sources... just answering some common questions of, you know, maybe a plumber is looking up, what do I do if I find mold in a pipe." — Sebastian Gant

SEO Context

These three phases work together to strengthen the site's overall authority:

New location pages, service page FAQs, and contractor pages all contribute backlink surface area and keyword coverage, which in turn supports Domain Rating growth and improves Google Ads Quality Score.

Internal Linking Plan

• Homepage → "We serve Dane County" section → individual location pages
• Location pages → relevant service pages
• Service pages → contractor pages (where applicable)
• All new pages → existing core service pages

Related

• ^[1]
• ^[2]
• ^[3]
• ^[4]