From Invisible to AI-Cited: How Forthea's AEO Strategy Put Paul Davis Milwaukee Ahead of AI Search

Program Overview

Building the Answer Engine Your Customers Are Already Using

The search landscape has changed. Buyers now ask AI tools such as Google's AI Overviews, ChatGPT, Perplexity, and Gemini for answers, often before clicking any links. Brands that do not optimize for these systems risk missing critical opportunities in the buyer journey.

At Forthea, we developed an Answer Engine Optimization (AEO) practice to position our clients as trusted sources for AI platforms. This case study outlines how we implemented AEO for Paul Davis Milwaukee, a franchise competing in a high-urgency local service category, and the measurable results achieved within 12 months.

Paul Davis Milwaukee: High-Intent, High-Stakes Local Search

Paul Davis Restoration is a national franchise specializing in emergency restoration, including water, fire, smoke, mold, storm, and reconstruction services. For the Milwaukee and Waukesha locations, speed and credibility are critical. When emergencies occur, customers require prompt, reliable answers from a trusted provider.

This urgency makes restoration services a strong test case for AEO. Customers seek immediate, authoritative answers. Our objective is to ensure Paul Davis Milwaukee is the AI-delivered answer in Google AI Overviews, map packs, and new large language models when local users inquire about restoration.

The Client

IndustryB2B - Multilocation/Franchise
Location Houston, TX

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Our Digital Marketing Strategy

All

A Five-Pillar AEO Framework Built for AI-First Search Visibility

01 — Google Business Profile Optimization: Localizing for AI Answer Usage

We audited and enhanced the Paul Davis Milwaukee Google Business Profile by adding keyword-rich service descriptions and structured service area coverage for specific zip codes in Milwaukee and Waukesha. These geo-signals help Google's AI validate local authority for location-based queries. Optimizing the Google Business Profile now serves as a direct input for AI-generated answers.

Result: 59% increase in call volume and a 17% rise in website clicks from localized search.

02 — Schema Markup Deployment: Making Content Machine-Readable at Scale

We implemented structured data, including LocalBusiness, Service, FAQPage, and localized schema, throughout the Paul Davis Milwaukee website. Schema markup communicates the meaning of each page to AI crawlers. By signaling service types, areas, attributes, and Q&A content, we provided Google's AI with the necessary information to confidently cite Paul Davis.

Result: Growth from 1 to 61 AI Overview SERP appearances year-over-year — a 6,000%+ increase in AI search visibility.

03 — FAQ Content Development: Engineering the Questions AI Gets Asked

We developed targeted FAQ content aligned with high-intent restoration queries, reflecting the specific questions homeowners and property managers ask AI tools. Each FAQ adhered to E-E-A-T principles, featuring clear expertise, AI-friendly structure, and emergency-focused optimization. These FAQs, implemented with FAQPage schema, are easily citable by AI Overviews.

Result: 31 new AI Overview rankings year-over-year in the smoke and water damage cleanup category alone.

04 — Geo-Targeted Blog Content: Capturing Seasonal and Location-Specific AI Queries

We produced monthly blog content for Waukesha, addressing seasonal Midwest events such as winter pipe bursts, spring floods, summer storms, and fall moisture. Each guide, checklist, and recovery timeline prioritized user needs and followed conversational, question-based formats preferred by AI Overviews.

Result: 6 direct AI Overview rankings for location-relevant restoration queries targeting the Waukesha market.

05 — AI & LLM Traffic Measurement: Tracking the New Referral Channel

Measuring visibility is essential for accountability. We implemented tracking to monitor AI-driven calls, sessions, and forms from AI-assisted searches. Tagging and analytics captured LLM referral traffic, establishing a clear, reportable baseline for a channel that most brands have not yet measured.

Result: 40 tracked LLM sessions, client-reported calls citing AI tools as the referral source, and form submissions attributed to AI-assisted search journeys.

"In restoration, the window between a customer's first question and their first call is measured within minutes. Our goal was to make Paul Davis Milwaukee the answer AI gives in that moment. Before a competitor even has a chance to show up."

As a previous small business owner myself, I really enjoy putting into place different digital marketing strategies that help take a client’s business to the next level. There are always new technologies to learn so it’s never boring.

Jennifer Haubein Sr. Account Lead

Results

Measurable AI Search Growth Across Every Tracked Dimension

These year-over-year results demonstrate the impact of our AEO strategy across technical, data, content, and local optimization.

61 AI Overview SERP appearances (up from 1 YoY)
31 new AIO rankings in the smoke & water damage cleanup categories
6 AI Overview rankings for Waukesha geo-targeted content
+59% increase in call volume from localized search
+17% rise in website clicks from GBP local search
40+ tracked LLM sessions from AI-sourced referral traffic

AI Overview Rankings Growth

Deployed structured data across service, FAQs, and localized landing pages to improve crawler interpretation of website content, directly supporting growth from 1 to 61 AI Overview SERP appearances YoY.

Paul Davis Milwaukee: AI Search Growth Through AEO

Google Business Profile

Optimized GBP with keyword targeting, service descriptions and service area coverage by zip code for AI answer usage, contributing to a 59% increase in call volume and a 17% rise in website clicks from localized search.

Why It Matters

AEO Is the New Local SEO and the Results Are Already Measurable

Paul Davis Milwaukee's results demonstrate the value of early investment in AI search visibility. In one year, they increased from 1 to 61 AI Overview appearances through structured data, intent-aligned content, and local optimization.

For B2B, SaaS, multifamily, multilocation, franchise, and industrial brands, the message is clear: audiences already turn to AI for answers. The key question is whether your brand is the one they find.

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B2B & SaaS:Multifamily & Real Estate:Multilocation & Franchise:Industrial & Manufacturing:

What This Means for Your Industry

B2B & SaaS:

Complex buyer journeys now start with AI-powered research. Schema-enriched product pages, FAQ content, and authoritative blog resources position your brand as the cited expert when a buyer asks ChatGPT or Perplexity which solution they should consider.

Multifamily & Real Estate:

Renters and buyers increasingly use AI to research neighborhoods, amenities, and lease terms before ever visiting a listing. Geo-targeted content and GBP optimization drive AI-cited visibility at the top of that discovery process.

Multilocation & Franchise:

Service area coverage, localized schema, and market-specific FAQ libraries allow each location to compete for AI Overview rankings in its own geography, at scale across an entire franchise network.

Industrial & Manufacturing:

Technical buyers ask highly specific questions. Structured data, expert content, and consistent schema across product and solutions pages make industrial brands citable by the AI tools that B2B buyers use for vendor research.

Related Services

AEO/GEO

Answer Engine Optimization

We help businesses future-proof their digital strategy by optimizing for large language models (LLMs) and AI answer engines, driving qualified leads and measurable ROI in the new era of search.

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SEO

Search Engine Optimization

We optimize search by understanding customer intent, growing your visibility, and delivering a compelling user experience to maximize leads.

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Analytics

Marketing Analytics

Our Ph.D. data scientists uncover deep insights, trends, and opportunities from your marketing and website data.

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Paul Davis Milwaukee: AI Search Growth Through AEO

Building the Answer Engine Your Customers Are Already Using

Paul Davis Milwaukee: High-Intent, High-Stakes Local Search

Our Digital Marketing Strategy

A Five-Pillar AEO Framework Built for AI-First Search Visibility

01 — Google Business Profile Optimization: Localizing for AI Answer Usage

02 — Schema Markup Deployment: Making Content Machine-Readable at Scale

03 — FAQ Content Development: Engineering the Questions AI Gets Asked

04 — Geo-Targeted Blog Content: Capturing Seasonal and Location-Specific AI Queries

05 — AI & LLM Traffic Measurement: Tracking the New Referral Channel

Results

Measurable AI Search Growth Across Every Tracked Dimension

Why It Matters

AEO Is the New Local SEO and the Results Are Already Measurable

What This Means for Your Industry

B2B & SaaS:

Multifamily & Real Estate:

Multilocation & Franchise:

Industrial & Manufacturing:

This is awesome! Where do I start?

Still Catching Up with AEO?