01
Service architecture
Separate commercial, specialty, carpet, office, one-time, and quote intents so each important customer need has a focused landing page.
Ottawa cleaning AEO & AI SEO case study
Expanding a Local Cleaning Company’s Search Footprint
MJM Cleaning needed a website that could explain residential, commercial, office, carpet, specialty, and one-time cleaning services while answering practical customer questions and establishing a clear Ottawa service entity. The growth-stage program connects service architecture, local SEO, answer-ready content, schema, and measurement.
Total impressions
+207%
3,955 vs. 1,290 in the preceding 90 days.
Non-brand impressions
+237%
801 vs. 238 in the prior period.
Ottawa-intent impressions
+531%
385 vs. 61 quarter over quarter.
The business problem
One brand had to answer several different buying journeys
A homeowner looking for a one-time deep clean asks different questions from an office manager comparing recurring commercial cleaners. Carpet cleaning, specialty work, online quotes, insurance, service areas, and timing create additional search intents.
A single general page cannot explain every service well. The site needed distinct destinations with enough detail to answer each visitor, without fragmenting the MJM Cleaning brand or creating an incoherent collection of pages.
Direct answer: The strategy was to build a structured Ottawa cleaning resource: one clear business entity, focused service pages, decision-support content, visible FAQs, consistent local signals, and an online quote path.
The approach
Build eligibility first, then compound rankings and enquiries
02
Answer content
Use direct explanations, detailed supporting copy, and FAQs to address scope, process, insurance, equipment, and cleaning choices.
03
Ottawa entity signals
Reinforce the business name, service categories, Ottawa relevance, contact paths, and service relationships in page copy and structured data.
04
Technical clarity
Support indexation with self-canonicals, descriptive metadata, internal links, schema, sitemap coverage, and Search Console measurement.
Implementation
What the AEO and AI SEO foundation includes
Commercial service depth
Dedicated commercial and office cleaning pages explain the service in detail instead of relying on a generic list. They create destinations for high-value business searches and comparison questions.
Residential decision support
One-time cleaning, carpet care, deep-cleaning guidance, insurance content, and practical FAQs help homeowners understand options before requesting a quote.
Answer and entity markup
CleaningService, LocalBusiness, Service, WebSite, WebPage, FAQPage, BreadcrumbList, OfferCatalog, and Ottawa-area entities make page relationships more explicit to crawlers and retrieval systems.
A visible conversion path
The quote page gives users a direct action after they understand a service. Content and navigation connect informational questions to contact and quotation pages rather than leaving discovery traffic without a next step.
Measured outcome
Search exposure tripled while clicks doubled
The comparison uses two consecutive 90-day Google Search Console periods: June 12–September 9, 2026 versus March 14–June 11, 2026.
| Search metric | Previous 90 days | Latest 90 days | Change |
|---|---|---|---|
| Total organic clicks | 26 | 53 | +104% |
| Total impressions | 1,290 | 3,955 | +207% |
| Non-brand clicks | 1 | 4 | +300% |
| Non-brand impressions | 238 | 801 | +237% |
| Ottawa/local-intent impressions | 61 | 385 | +531% |
| Homepage clicks | 24 | 49 | +104% |
| Homepage impressions | 919 | 2,512 | +173% |
The meaningful shift:
Google showed MJM Cleaning 2,665 more times than in the preceding period. The increase included 563 additional non-brand impressions and 324 additional Ottawa-intent impressions—evidence of a broader discovery footprint, not only more searches for “MJM.”
Page-level evidence
Multiple service topics started earning visibility
In the latest 28 settled days, visibility extended beyond the homepage into focused commercial, specialty, carpet, about, and FAQ pages.
Commercial cleaning
210 impressions
A focused commercial cleaning page with Ottawa relevance, service detail, FAQs, and a clear contact path.
Specialty cleaning
160 impressions
A distinct service page using CleaningService, Service, Offer, and OfferCatalog markup.
Supporting answers
132 impressions
Combined visibility across carpet cleaning, the about page, and the cleaning-service FAQ page.
Why this is an AEO case study
The site is becoming easier to retrieve by question and service
Answer Engine Optimization is not limited to FAQ markup. MJM Cleaning’s content model connects specific services, direct explanations, supporting evidence, local relevance, business identity, and next actions. That structure helps a search or AI system determine which page is useful for a given request.
Clear service entitiesCommercial, office, carpet, specialty, and one-time cleaning are described as distinct offers.
Question coverageFAQ and educational pages address decisions about process, insurance, equipment, and service fit.
Local contextOttawa is reinforced in titles, headings, page copy, service schema, and contact routes.
Connected journeysInternal links move visitors from discovery and evaluation to quote and contact actions.
Measurement discipline
What these numbers do—and do not—prove
Search Console confirms a sharp expansion in Google visibility and a doubling of clicks. It does not prove completed quotes, booked cleaning jobs, revenue, or citations in ChatGPT and other third-party AI assistants.
Ottawa/local intent was defined as queries containing Ottawa-area or proximity terms such as “Ottawa,” “Kanata,” “Casselman,” “Orleans,” “Nepean,” “Gatineau,” or “near me.” Non-brand results exclude primary MJM name variants.
The absolute click totals remain modest. This is an early-growth case study about building search eligibility and topical reach, not a claim that every service page already holds a top ranking.
Ongoing opportunity
Visibility has grown faster than traffic—which defines the next job
Move page-two terms upward
Strengthen the commercial pages with differentiated proof, service details, coverage areas, internal links, and relevant external authority so new impressions become competitive rankings.
Improve search snippets
Total CTR moved from 2.02% to 1.34% as visibility expanded. Titles and descriptions should be tested on the pages and queries receiving the largest new impression volume.
Measure quote outcomes
GA4 key events, form attribution, call tracking, and landing-page reporting would connect search growth to quote requests and booked work.
Average position moved lower while impressions expanded. That pattern is common when Google begins testing a site across many more queries. The next phase must turn broad eligibility into stronger top-ten rankings and measurable enquiries.
Frequently asked questions
Questions about this Ottawa AEO and AI SEO case study
What improved during the measured 90-day period?
Google Search Console recorded 53 clicks and 3,955 impressions. Compared with the preceding 90 days, clicks increased 104%, total impressions increased 207%, non-brand impressions increased 237%, and Ottawa-intent impressions increased 531%.
Does higher visibility mean MJM Cleaning ranks at the top for every service?
No. The data shows a substantially larger search footprint, but many new impressions are still outside the top results. Ranking gains, click-through improvements, and lead attribution are the next phase.
Does this case study prove AI citations?
No. Search Console measures Google Search, not third-party AI assistant citations. The case study reports verified search visibility and documents work that improves answer and AI-search readiness.
Are these results guaranteed for another cleaning company?
No. Results vary with market conditions, competition, site history, authority, implementation, and time. This reports one site’s measured performance.
Your next step
Build an answer-ready local service website
Motif Design connects service architecture, local relevance, technical SEO, structured data, useful answers, internal links, and measurement around the customers your business wants to reach.