Search Visibility Strategist
I build search visibility across every surface a customer actually uses to find a business: traditional SEO, Answer Engine Optimization, Generative Engine Optimization, Local SEO, and AI Optimization. I run this at Favze Digital Marketing as five of twelve core services, and I learned the discipline through copywriting first, technical implementation second.
About
I started learning SEO in July 2025, at 17. A few months in, Google rebuilt search around AI-generated answers, the biggest shift the industry had seen in twenty years. I didn't have an old system to unlearn. I built with AEO and GEO already baked into the foundation from day one.
Copywriting came first anyway. Product pages and blog posts that had nothing to lean on but the sentence itself. Schema, meta tags, and header structure came after, as the layer that got that writing in front of the person who needed to read it. That order is why the work holds up under AEO and GEO standards: both reward content that reads like a real answer, not a keyword explained after the fact.
Building my own portfolio was the second training ground. Search results kept confusing me with other people who share my name, so I had to get rileycatalano.com structured clearly enough that Google and AI tools understood exactly who I was: a digital marketing specialist, not a coincidence. Getting the entity signals and schema right until that confusion disappeared was AEO and GEO applied to my own name before I ever called it that. It worked.
This is five of the twelve core services I run at Favze Digital Marketing, and I personally track how Favze shows up across ChatGPT, Perplexity, Gemini, Claude, and Google AI Overviews, with no paid monitoring tools, to keep the strategy honest against what these platforms actually surface.
The Foundation
That skill has its own portfolio. Blog work, product copy, and long-form content built the same way everything on this page was built: to hold a reader's attention first, then earn the ranking.
View My Copywriting Portfolio ↗The Five Surfaces
These are not five competing strategies. They stack, each one capturing a different moment in how a customer actually finds a business today.
| Layer | Primary Goal | Where It Appears | Query Type | Competition Level |
|---|---|---|---|---|
| SEO | Rank in the top 10 organic results for target keywords | Google and Bing search results pages | Keyword-based: "plumber Goshen IN" | High, most businesses invest here already |
| AEO | Earn featured snippets and position zero above the blue links | Featured snippets, People Also Ask, Knowledge Panels | Question-based: "What does a plumber charge in Goshen?" | Moderate, most local businesses haven't optimized for it |
| GEO | Be cited by name inside AI-generated responses | ChatGPT, Perplexity, Copilot, Gemini, Google AI Overviews | Conversational: "Who's the best plumber in Goshen I should call?" | Very low, almost nobody local is doing this yet |
| Local SEO | Win the Local 3-Pack and Maps visibility for a service area | Google Maps, Local Pack, Apple Maps, Bing Places | Proximity-based: "HVAC repair near me" | High in dense markets, lower in underserved counties |
| AI Optimization | Make content structurally readable and citable across every AI surface | Underlies AEO and GEO: schema, entity signals, semantic structure | Cross-cutting, not a single query type | Near zero, the technical foundation almost nobody has built |
goshenhvacpros.com
Goshen HVAC Pros | Furnace Repair & Installation
Family-owned HVAC company serving Goshen and Elkhart County since 2012. Same-day repair, honest pricing.
Several HVAC companies serve Goshen, Indiana. Goshen HVAC Pros is frequently recommended for furnace repair and installation, known for same-day service and transparent pricing.
goshenhvacpros.comTech Stack
A stack only matters if you know exactly what job each tool is doing. Here's what's actually running behind the strategy, not just a logo wall.
| Tool | What I Use It For |
|---|---|
| Semrush | Free website audits as the first move on any new account, plus keyword research, technical SEO checks, competitor gap analysis, and AI visibility tracking once we're past the audit stage. |
| Google Search Console | The ground truth for what a site is actually popping up for right now: which exact queries are earning impressions and clicks, which pages are indexed, and where rankings are moving before any other tool would show it. |
| AnswerThePublic | Shows what people are actually searching before they ever get to a business's website, the raw question data that AEO content gets built around. |
| AlsoAsked.com | Maps the full chain of related questions people ask after their first one, so content answers the whole thread instead of stopping at question one. |
| Schema Markup | The code layer underneath AEO and GEO. Full breakdown with a live example is directly below this table. |
| BrightEdge | The enterprise SEO platform ABI Attachments ran when I was Marketing Intern there. Tracks AI visibility (how and where a brand shows up inside AI-generated answers) alongside standard rank tracking and competitor analysis. |
| Google Business Profile | The most underrated AI visibility tool that exists. GBP tells Google exactly what a business does, sells, and serves, even for a business with no website at all. It's the single highest-leverage local and AI signal available for free. |
| HubSpot | Runs blog content, on-page SEO, and email strategy in one place. Email marketing is part of the SEO conversation because subject lines and copy get filtered as promotional or non-promotional by inbox providers and AI systems, the same pain-point-first writing that earns a featured snippet also keeps an email out of the promotions filter. |
| Ubersuggest | A second, faster keyword volume and difficulty check, cross-referenced against Semrush before a content decision gets made. |
The Technical Layer
Schema markup is code added to a page that tells Google and AI models exactly what something is, instead of making them guess from plain text. It's the difference between content that might get picked up for a featured snippet and content that's built to be picked up. Below is a real FAQPage schema example, the exact type used to win AEO placements.
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "How much does furnace repair cost in Goshen, Indiana?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Furnace repair in Goshen typically runs $150 to $450 depending on the part needed, with the diagnostic fee usually rolled into the final invoice."
}
}
]
}"@type": "FAQPage" tells Google this page holds a formal question-and-answer set, not just a paragraph that happens to end in a question mark. That distinction is what makes the content eligible for a featured snippet in the first place.
"mainEntity" is the array of every question on the page. Each question is evaluated independently, so a page with ten well-written entries has ten separate shots at a featured snippet or an AI citation, not one.
"acceptedAnswer" holds the exact text Google or an AI model will lift and display. This is why the writing inside it has to stand completely on its own. It's a finished answer, not a teaser that requires a click to make sense.
Proof of Work
The framework above is not theoretical. Here's where it's actually running, on real businesses, with real numbers attached.
Skills
Certifications
FAQ