AHS Contractor Pages — Organic Search Strategy

Overview

AHS is building a set of contractor-focused pages (plumber, flooring, drywall, insulation, etc.) targeting organic search traffic. The strategic framing shifted during the ^[1]: rather than positioning these pages as a referral partner hub, they will function as problem-solving information resources — establishing AHS as a trusted authority for contractors who encounter asbestos or mold in the field.

Strategic Direction

Target Audience & Intent

Contractor pages should be written for two overlapping audiences:

1. Contractors searching for answers — a plumber who finds mold on sink pipes, a flooring installer who suspects asbestos under carpet, an insulator who sees mold in an attic. These users are searching for problem-solving information, not a referral program.
2. Homeowners searching the same queries — "mold under carpet," "asbestos on pipes," "mold found on concrete" — who may arrive at the same pages organically.

The goal is to show up for these problem-solving queries and position AHS as the knowledgeable, go-to resource. As Gina put it: "I kind of like being their source of information — almost like we're the teacher and they're the student."

Referral Program: Paused

A referral partner angle was considered but explicitly deprioritized. Tracking complexity (discounts, attribution, reciprocal arrangements) made it impractical at this stage. The pages should not frame AHS as a referral program. Instead, use a simple "Contact Us" CTA — directing contractors or their customers to reach out to AHS directly.

"I'm going to say no on the referral program at the moment. Just because it feels like there's a lot... I won't be able to track it." — Gina Richardson

Page Structure & Content Guidelines

Per-Page Outline (e.g., Plumber, Flooring, Drywall, Insulation)

• Introduction — Brief overview of why this contractor type commonly encounters asbestos or mold
• Problem scenarios — Specific situations (e.g., mold in bathrooms/crawl spaces for plumbers; mold under carpet/subfloor for flooring contractors)
• FAQ section — Targeting the specific organic queries for that trade (e.g., "Is asbestos on pipes dangerous?", "What do I do if I find mold under carpet?")
• Learn More / Bob's Trainings — A section highlighting that AHS conducts professional trainings, reinforcing credibility
• Contact Us CTA — Simple call to action; no referral program language

SEO Considerations

• Each page should target trade-specific problem-solving queries with meaningful search volume
• FAQs are the primary vehicle for long-tail keyword coverage
• Keyword research should be conducted per trade type before writing

Trust-Building via Training Content

Bob Stigsell conducts professional trainings (e.g., the ^[2]). Including a "Learn More" section about these trainings on contractor pages serves a dual purpose:

• Signals expertise and authority to the reader
• Provides a natural internal link opportunity

Known Content Pitfall: The "Pre-1980" AI Error

AI-generated copy (ChatGPT, etc.) frequently and incorrectly states that asbestos is only a concern in homes built before 1980. This date applies to lead paint only. Asbestos has no such cutoff date.

All contractor page copy must be audited for this error before publication. See ^[3] for standing instructions.

Action Items

• [ ] Write contractor page copy for each trade (plumber, flooring, drywall, insulation) with SEO FAQ sections (@Sebastian Gant)
• [ ] Conduct keyword research per trade type to validate query targets before writing
• [ ] Add "Learn More" section referencing Bob's trainings on each page
• [ ] Use "Contact Us" CTA only — no referral program language
• [ ] Audit all copy for "pre-1980" date references before publishing

Related

• ^[4]
• ^[5]
• ^[3]
• ^[6]