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.
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].
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
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]
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
These three phases work together to strengthen the site's overall authority:
| Metric | Status (2026-02-24) |
|---|---|
| Ahrefs Site Health | 99% |
| SecurityHeaders.com Rating | A+ |
| Google AI Citations | 17 |
| ChatGPT Citations | 0 |
| Organic Keywords | Trending up |
| Organic Traffic | Trending up |
| Domain Rating | Decent; room to grow |
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.