I run your SEO as one part of the whole plan, optimize it for booked jobs instead of rankings and traffic, and stay accountable to one number: profitable jobs in your CRM.
Most companies treat SEO as a box an agency manages: publish some blog posts, send a rankings report, repeat. As your fractional CMO, I treat SEO as one lever inside your whole growth plan, and I own the outcome the way a full-time marketing leader would. That means I'm not chasing rankings for their own sake, I'm accountable for whether organic search turns into calls and booked jobs.
The first thing I fix is what we measure. Most SEO reports show rankings and traffic, but a ranking is not a job. I put call tracking on organic and connect it to your CRM so we can see which keywords, pages, and cities actually became calls and booked work, then judge SEO on booked jobs, not rankings and traffic. For home services, the levers that actually move the needle are the Map Pack and your Google Business Profile, real service and city pages that match how people search, reviews, and a fast, technically sound site.
The difference from an agency is scope and accountability. An SEO agency works in a silo, separate from your Google Business Profile, your LSAs, and your paid search, so the same high-intent searches get covered twice and nothing reinforces. I run SEO as part of the whole picture, make sure the pages that rank are built to convert and the calls get answered, and report every week or two on the calls and jobs organic produced. One person owning the number, not a vendor reporting rankings.
Senior marketing leadership and hands-on execution for home services operators who need SEO run by someone accountable to revenue.
10 years embedded in HVAC, plumbing, pest, electrical, and roofing, ranking real local sites and building programmatic service and city pages. I know what moves local rankings, not just SEO theory.
I've generated $100M+ in revenue and 2M+ leads. Rankings and traffic are means to an end. I tie SEO to calls and booked jobs so we know it's actually producing revenue.
SEO for home services isn't just blog posts. It's your Google Business Profile, the Map Pack, service and city pages, reviews, and site speed, all working together. I run them as one system.
I wire CallRail and your CRM to organic so we can see which keywords, pages, and cities actually turn into jobs, then double down on what's producing revenue.
How I audit, fix, and scale your local search presence so it produces calls and booked jobs, not just rankings on a report.
I start with a full audit: where you rank in the Map Pack and organic, your Google Business Profile, technical health and site speed, your existing pages, and what the competitors winning your markets are doing. That tells us where the real opportunity is before we touch anything.
I put call tracking on organic and connect it to your CRM, so every organic call and form is captured and tied to outcomes. Now SEO is measured on calls and booked jobs, not just rankings and sessions in a dashboard.
I tighten the Google Business Profile, fix the technical issues holding the site back, and improve site speed and mobile experience. This is the unglamorous work that lets everything else rank, and it usually moves the Map Pack faster than content does.
Home services search is service plus city: 'AC repair in [city]', 'emergency plumber near me'. I build real service and city pages that match those intents, with differentiation instead of thin duplicate pages, so you capture demand across every service and market you cover.
I get a steady review flow going, because reviews drive the Map Pack and conversion, and build the authority and citations that move competitive rankings. Trust signals are what separate page one from page three in local search.
Every week or two I report on rankings, organic calls, and the booked jobs and revenue they produced from your CRM, not just traffic. Then we put more into the services, cities, and pages that are actually producing revenue.
The same operator playbook I've used to scale home services brands to $100M+ in revenue, applied to how SEO actually produces booked jobs.
Agencies report keyword rankings and traffic graphs. I connect organic to your CRM so we see which keywords, pages, and cities actually became calls and booked jobs, and I optimize toward revenue. A number one ranking that doesn't book work is a vanity metric.
For home services, most high-intent searches show the Map Pack first, not the blue links. So I prioritize your Google Business Profile, proximity, reviews, and local relevance, because winning the Map Pack drives more calls than ranking a blog post ever will.
The programmatic play in home services is service plus city pages, but done lazily it's thin duplicate content that Google ignores or penalizes. I build pages with genuine local differentiation that actually rank and convert, scaled across every service and market you serve.
Slow, broken, or poorly structured sites can't rank no matter how much content you publish. I fix site speed, mobile experience, indexing, and structure first, because that foundation is often what's quietly holding the whole site back.
SEO, your Google Business Profile, LSAs, and paid all touch the same searches. As your fractional CMO I run them together so they reinforce each other, instead of an SEO agency optimizing in isolation while the rest of your marketing pulls a different direction.
Ranking is only half the job. If the page doesn't convert and the call doesn't get answered, the ranking is wasted. I make sure the pages that rank are built to convert and the calls they produce get answered fast, which lifts booked jobs more than chasing another ranking.
An SEO agency sells you rankings and content. As your fractional CMO, I own the outcome. Here's the difference where it matters for SEO.
Start with a free 30-minute call. Where you are now, where you want to go, and whether a fractional CMO is the right fit.
