Madison Asbestos Services uses a long-form, SEO-driven blog strategy to capture organic search traffic for mold and asbestos-related queries. Blog content is produced by Asymmetric using AI-assisted writing tools, reviewed for accuracy by the client, and published to the AHS website on a rolling basis.
The primary goal is to rank for informational keywords that sit earlier in the buyer journey — searchers who are not yet ready to request a service but are researching symptoms, risks, or identification (e.g., "what does mold look like"). These posts complement PPC campaigns, which target higher-intent, conversion-ready queries.
Blog posts are intentionally long. Length serves two SEO purposes:
Client feedback has noted the posts feel long, but this is by design. The length is a feature of the SEO strategy, not a readability oversight.
Asymmetric uses AI writing tools to draft posts, with tooling specifically configured to incorporate target keywords. Because Asymmetric is not the subject-matter expert on asbestos and mold, drafts are sent to AHS for accuracy review before publication. This two-step process ensures:
Blog topics are selected to capture search queries that the AHS homepage does not already rank for. Examples of the content strategy in action:
This expands the site's overall search footprint and brings in top-of-funnel visitors who may convert later.
As of the September 2025 meeting, a new batch of blog posts was expected to be delivered to AHS for review within 1–2 weeks. The cadence is rolling — Asymmetric produces batches, AHS reviews, and posts are published after approval.
AHS (Gina Richardson or Bob Stigsell) reviews drafts for:
- Factual accuracy (especially technical asbestos/mold content)
- Brand voice and terminology preferences
- Any claims that could create liability or misrepresent services
Sebastian Gant (Asymmetric) coordinates delivery and incorporates feedback before publishing.