fogg.com — SEO + GEO Audit | Crabtree Marketing

Composite Score

60/100

Grade C — significant gaps

Critical Findings

6

Require immediate action

Warnings

8

Should fix within 30 days

Pages Indexed

67

8 pages + 13 projects + 46 properties

GEO Readiness

25/100

Not visible to AI search

Top 6 Critical Findings

🔴

Schema type is generic — zero local/service authority signals

The entire site uses only Organization and WebPage. No ProfessionalService, no LocalBusiness, no RealEstateAgent, no ConstructionBusiness. No address, telephone, geo coordinates, areaServed, or foundingDate in any schema block.

Fix: Replace Organization with ProfessionalService schema including NAP, areaServed: Ohio, foundingDate: 1959, and knowsAbout arrays for design-build, commercial real estate, and leasing.

🔴

No llms.txt — invisible to ChatGPT, Claude, Perplexity

fogg.com/llms.txt returns a 404. AI agents searching for "design-build contractors in Cleveland" or "commercial real estate Ohio" have no machine-readable manifest to index. Competitors with llms.txt are already ahead in AI recommendation queues.

Fix: Create fogg.com/llms.txt describing services (design-build, commercial real estate, leasing), service area (Ohio, Northeast Ohio, Greater Cleveland), and founding date. 2-hour task.

🔴

Services page H1 is missing — no primary keyword signal

The /services/ page has no H1 tag. This is the page where keyword authority for "design-build Cleveland," "commercial real estate Ohio," and "build-to-suit" should be concentrated. Without an H1, Google cannot identify the page's primary topic.

Fix: Add H1: "Design-Build, Leasing & Commercial Real Estate — Greater Cleveland, Ohio" or similar. One line of code in WordPress.

🔴

Contact and Projects pages also missing H1

/contact/ and /projects/ both have no H1 tag. Three of eight core pages are H1-empty. This suppresses topical authority across the site's most important conversion and portfolio pages.

Fix: Add H1 to /contact/ ("Talk to Fogg — Design-Build & Commercial Real Estate Inquiries") and /projects/ ("Design-Build Projects — Greater Cleveland & Ohio").

🔴

Title tag pattern is broken — "FOGG - Fogg" duplicates the brand name

The homepage title is "FOGG - Fogg." The About page is "About FOGG - Fogg." This pattern provides no keyword signal in the title's most important positions and wastes the strongest on-page SEO real estate on the site.

Fix: Homepage → "Fogg | Design-Build Construction & Commercial Real Estate | Cleveland, Ohio". About → "About Fogg | 65+ Years of Design-Build in Northeast Ohio". Apply keyword-first pattern to all 8 pages.

🔴

No FAQ schema — missing the primary AI citation trigger

FAQ pages with FAQPage schema are the #1 mechanism by which Google AI Overviews and ChatGPT cite specific businesses. fogg.com has no FAQ page and no FAQ schema on any page. A competitor who adds "What is design-build construction?" with schema markup will be cited in AI answers; Fogg will not.

Fix: Add a /faq/ page with 6–8 Q&A pairs targeting intent queries ("What does design-build mean?", "Does Fogg build outside Ohio?", "How long does a design-build project take?"). Apply FAQPage schema.

What's Working ✅

HTTPS enforcedHTTP → HTTPS redirect in place. www → non-www redirect canonical. Both correct.

Robots.txt cleanNo blocked directories. Crawl is fully open. Sitemap referenced correctly.

Sitemap index present3 sitemaps: pages (8), projects (13), properties (46). 67 total URLs indexed.

Canonical tags setCanonical self-references on all pages checked. No duplicate content conflicts detected.

Image alt text18 of 19 images have alt text (95%). One missing — minor.

Google Maps link presentGBP-linked Google Maps URL exists in footer. NAP-consistent phone (216-351-7976) on homepage.

Facebook + X social linkssameAs in schema matches social profile URLs. Consistent brand handles (@foggcleveland).

About page strongFounder story (Ray Fogg Sr., 1959), history, bios, client list. Strong E-E-A-T foundation.

65+ year brand history1959 founding is a powerful trust and authority signal — barely used in current copy.

46 property pagesLarge indexable property inventory. Each is a long-tail search opportunity if optimized.

Project portfolio (13 pages)Named clients (Nexen Tire, Oatey, ROE Dental) add E-E-A-T. Needs schema.

Meta robots: index,followPages are correctly set to be indexed. No accidental noindex found.

Technical SEO — Score: 68/100

Crawlability, redirects, canonicalization, indexing, page structure

✅

HTTPS + WWW canonicalization — correct

HTTP → HTTPS (301) and www → non-www (301) both in place. Canonical tags self-reference correctly. No duplicate domain issues.

✅

Sitemap structure — well organized

Sitemap index at /sitemap_index.xml with 3 child sitemaps (pages, projects, properties). 67 total URLs. Last modified timestamps present. Yoast-generated, kept current (last mod June 4 2026).

✅

Robots.txt — clean, no crawl blocks

User-agent: * with Disallow: (empty). All directories crawlable. Sitemap referenced. No accidental blocks.

🟡

H1 tags missing on 3 of 8 core pages

/services/, /contact/, and /projects/ all lack H1 tags. These are three of the most important pages for keyword targeting. Google uses H1 as a primary topical signal — absence here suppresses rankings.

Fix: Add keyword-rich H1 to each. Services: "Design-Build, Leasing & Commercial Real Estate Services — Ohio". Contact: "Contact Fogg — Cleveland Design-Build & Commercial Real Estate". Projects: "Completed Design-Build Projects — Ohio & Northeast Region".

🔴

Title tag pattern wastes prime keyword real estate

All title tags follow "Page Name - Fogg" or "About FOGG - Fogg" — putting the brand name twice in some cases and front-loading the page name rather than the target keyword. Google weights the beginning of title tags most heavily.

🟡

Meta descriptions are generic and benefit-light

Homepage: "Design/build construction, engineering, real estate development, leasing, property management, real estate investment and more." — this is a list of service categories, not a compelling description. No differentiation, no CTA, no geographic signal.

Fix: "Fogg has designed and built commercial facilities in Ohio since 1959. Design-build, leasing, development, and property management — one firm, full accountability." Under 155 characters, keyword-rich, differentiating.

🟡

PageSpeed — score unavailable (API issue during audit)

The PageSpeed API returned an empty response during this audit run. Homepage load time via curl was 216ms (fast server response). Based on WordPress + Yoast setup and image sizes visible in the HTML, estimated mobile performance is 45–60 range. A separate PageSpeed check is recommended.

Verify: Run https://pagespeed.web.dev/?url=fogg.com manually. Key metrics to check: LCP under 2.5s, CLS under 0.1, TBT under 200ms. Main image (Nexen, 2.4MB based on filename) is a likely LCP offender — compress to under 300KB with WebP.

🟡

One image missing alt text

18 of 19 homepage images have alt text (95%). One is missing. Minor issue but worth fixing for accessibility compliance and image search indexing.

Fix: Identify the missing image in WordPress Media Library and add descriptive alt text (e.g., "Fogg design-build commercial facility, Ohio").

Schema / Structured Data — Score: 30/100

The lowest-scoring category. Generic schema, missing NAP, no service or local authority markup.

🔴

Organization @type is too generic — should be ProfessionalService

Current schema uses @type: Organization across all pages. For a 65-year-old design-build and commercial real estate firm, this provides zero expertise or service-area signaling. Google and AI crawlers use @type to determine what kind of entity this is and what queries it should appear for.

Recommended @type: ProfessionalService (primary) with nested ConstructionBusiness and RealEstateAgent for service-specific pages.

🔴

No address, telephone, geo, or areaServed in schema

The Organization block has: name, url, logo, sameAs. It is missing: address (PostalAddress), telephone, geo (GeoCoordinates), areaServed, foundingDate, numberOfEmployees, and knowsAbout. These are the fields that determine local/regional search visibility and AI citation eligibility.

Add to Organization schema:
"telephone": "+1-216-351-7976"
"foundingDate": "1959"
"areaServed": {"@type":"State","name":"Ohio"}
"address": {"@type":"PostalAddress","addressLocality":"Cleveland","addressRegion":"OH","postalCode":"44102","streetAddress":"[add address]"}
"knowsAbout": ["design-build construction","commercial real estate","build-to-suit","industrial leasing","property management"]

🔴

No FAQPage schema anywhere on the site

FAQPage schema is the primary mechanism for appearing in Google's AI Overviews and for being cited by ChatGPT/Claude/Perplexity when answering "what is design-build construction?" or "who does commercial real estate in Ohio?". Zero FAQ markup = zero AI citation eligibility.

Create: A /faq/ page with FAQPage schema. 6–8 Q&A pairs covering design-build process, service area, project timeline, differences from general contractors, and Fogg's history.

🟡

No schema on project pages — 13 portfolio pages invisible to structured search

Each project page (Nexen Tire, ROE Dental, Oatey, etc.) has only a generic WebPage schema. No Project or CreativeWork schema. No client name, location, project type, or completion year in structured data. These are ideal for rich results.

Add to each project: CreativeWork schema with name, description, location, dateCreated, client (as Organization), and keywords (design-build, build-to-suit, industrial, etc.).

🟡

No schema on property pages — 46 listings with zero structured data

46 property pages have basic WebPage schema only. No Place, RealEstateListing, or LodgingBusiness (where applicable) schema. No address, geo coordinates, or availability status in structured data.

Add to each property: Place schema with address, geo, and description. For available properties: offer with price range or "contact for pricing."

Recommended Homepage Schema (ready to paste)

{
  "@context": "https://schema.org",
  "@type": "ProfessionalService",
  "name": "Fogg",
  "alternateName": "Ray Fogg Building Methods",
  "url": "https://fogg.com",
  "telephone": "+1-216-351-7976",
  "foundingDate": "1959",
  "description": "Full-service design-build, commercial real estate development, leasing, and property management firm based in Cleveland, Ohio. Founded in 1959 by Ray Fogg Sr.",
  "areaServed": {
    "@type": "State",
    "name": "Ohio"
  },
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "Cleveland",
    "addressRegion": "OH",
    "addressCountry": "US"
  },
  "sameAs": [
    "https://www.facebook.com/foggcleveland/",
    "https://x.com/foggcleveland"
  ],
  "knowsAbout": [
    "design-build construction",
    "commercial real estate development",
    "industrial leasing",
    "build-to-suit construction",
    "property management",
    "real estate investment"
  ],
  "founder": {
    "@type": "Person",
    "name": "Ray Fogg Sr."
  }
}

Content & E-E-A-T — Score: 72/100

Experience, Expertise, Authoritativeness, Trustworthiness. Fogg has the substance — it's not being surfaced correctly.

✅

65-year brand history is a powerful E-E-A-T signal

Founded 1959, Ray Fogg Sr., family continuity, named client roster (Nexen Tire, Oatey, ROE Dental). This is exceptional authority material for E-E-A-T purposes — few regional firms can match it. It's present on the About page but underutilized everywhere else.

✅

Named client portfolio provides third-party authority

13 project pages with named clients (Nexen Tire, Brighton Best International, The Great Lakes Towing Company, Oatey) are strong E-E-A-T signals. Each is a crawlable, indexable proof point. Current setup is good — needs schema to amplify it.

🟡

Founding year (1959) appears only on About page — should be site-wide

"In business since 1959" is one of the most powerful trust signals available for an Ohio commercial real estate firm. It appears only in the About body copy. It should be in the homepage H1 subhead, schema, meta description, and footer.

Fix: Add "Since 1959" or "65+ Years" to homepage hero subhead and footer. Add to schema as foundingDate. Include in homepage meta description.

🟡

Services page has no H1 and weak keyword density

The /services/ page title is "What We Do" — not a keyword. No H1. The page word count is ~2,751 but the content is mostly navigation-rendered HTML. The actual readable service descriptions are thin and don't include natural-language keyword usage like "design-build contractors in Ohio" or "Northeast Ohio commercial leasing."

Fix: Rewrite service descriptions with 100–150 words per service, each including geographic modifiers (Ohio, Cleveland, Northeast Ohio) and process language that matches search intent.

🟡

No blog or news content strategy

The /news/ page exists in the sitemap but there's no visible current-year content strategy. Fresh, expert-authored content is an E-E-A-T signal — and the primary way to rank for informational queries ("how does design-build work?", "commercial real estate in Ohio 2026"). No content = no informational traffic.

Fix: 1 article/month minimum. Topics: "What is design-build vs. general contractor?", "Commercial real estate outlook: Northeast Ohio 2026", "How long does a build-to-suit project take?" Each 800–1,200 words with schema.

🟡

No testimonials or reviews surfaced on key pages

The About page mentions clients but has no direct quotes or testimonials. No review schema, no star ratings. For commercial real estate and construction, social proof on the services and homepage is a significant trust converter.

Fix: Add 2–3 client quotes (with permission) to the homepage and services page. Add Review schema. If Google Business Profile reviews exist, embed them.

GEO / AI Search Readiness — Score: 25/100

How visible fogg.com is to ChatGPT, Claude, Perplexity, and Google AI Overviews. This is the fastest-growing discovery channel for commercial real estate queries.

GEO Readiness Checklist

❌llms.txt file at fogg.com/llms.txtMissing

❌FAQPage schema (AI citation trigger)Missing

❌Structured service area declaration (areaServed in schema)Missing

❌ProfessionalService or ConstructionBusiness schema typeMissing

❌Competitor comparison / "vs general contractor" pageMissing

❌AI-indexed directory citations (Yelp, BBB, Houzz Pro, etc.)Unknown

✅Google Business Profile link on sitePresent

✅Consistent NAP (phone 216-351-7976 on homepage)Present

✅Ohio geographic keyword mentionPresent

✅Founded year on site (1959)Present

⚠️Northeast Ohio keyword usageWeak

⚠️GBP optimization (reviews, posts, services)Unverified

🔴

No llms.txt — not visible to AI agent discovery loops

When a business owner or their AI agent asks "find me a design-build contractor in Cleveland," AI systems query llms.txt before parsing the full website. Fogg.com/llms.txt returns a 404. This means Fogg is invisible in AI-first search flows that are growing 40%+ year-over-year.

Fix (2 hours): Create fogg.com/llms.txt:
# Fogg — Design-Build & Commercial Real Estate
name: Fogg (Ray Fogg Building Methods)
description: Full-service design-build, commercial real estate development, leasing, and property management. Serving Ohio since 1959.
services: design-build construction, build-to-suit, commercial leasing, development, property management
area-served: Ohio, Northeast Ohio, Greater Cleveland
founded: 1959
contact: 216-351-7976 | fogg.com/contact

🔴

No FAQ page — zero AI Overview citation eligibility

Google's AI Overviews, ChatGPT, and Claude all preferentially cite pages with FAQPage schema when answering general questions about industries. "What is design-build construction?" could be driving traffic to Fogg every day — but there's no FAQ page to cite.

Fix: Build /faq/ with these Q&As:
• "What is design-build construction?" (500 words, authoritative)
• "How is Fogg different from a general contractor?"
• "What types of facilities does Fogg build?"
• "Does Fogg build outside Ohio?"
• "How long does a typical design-build project take?"
• "Does Fogg offer build-to-suit for tenants?"
Apply FAQPage schema. Each answer 80–150 words.

🟡

"Northeast Ohio" — a high-value phrase used only once

Searches for "design-build Northeast Ohio" and "commercial real estate Northeast Ohio" have meaningful monthly volume and less competition than Cleveland-specific terms. The phrase appears rarely in visible content despite Fogg being headquartered there.

Fix: Add "Northeast Ohio" to homepage hero, services H1, meta descriptions, and schema areaServed. Target it in at least one news/blog article.

🟡

GBP optimization status unknown — verify and update

A GBP link exists on the site, which is positive. However, GBP optimization (regular posts, updated services, photos, review solicitation) is unverifiable from an external audit. Given that GBP is the #1 local search ranking factor, its health is critical.

Verify: Check that all services are listed in GBP, primary category is "Construction Company" or "Real Estate Developer," recent photos are present (2025+), and a review solicitation process is active. Target 20+ Google reviews.

Prioritized Action Plan

Sorted by impact/effort ratio. Items 1–4 can move the score from 60 → 80+ within 30 days.

#	Action	Category	Priority	Effort	Score Impact
1	Fix title tags on all 8 pages — keyword-first pattern, no double brand name	Technical	Critical	2 hrs	+6 pts
2	Add H1 to /services/, /contact/, /projects/	Technical	Critical	1 hr	+4 pts
3	Replace Organization schema with ProfessionalService + add NAP + areaServed + foundingDate (ready-to-paste block in Schema tab)	Schema	Critical	2 hrs	+10 pts
4	Create fogg.com/llms.txt — 20 lines, full service + area description	GEO	Critical	2 hrs	+5 pts
5	Build /faq/ page with FAQPage schema — 6–8 Q&As targeting design-build + service area intent	GEO + Schema	Critical	4 hrs	+8 pts
6	Rewrite meta descriptions on all 8 pages — benefit-driven, under 155 chars, geographic	Technical	High	2 hrs	+3 pts
7	Add CreativeWork schema to 13 project pages — client name, location, year, type	Schema	High	4 hrs	+5 pts
8	Add Place schema + geo to 46 property pages — address, coordinates, availability	Schema	High	6 hrs	+5 pts
9	Add "Since 1959" / "65+ years" to homepage hero, footer, and schema	Content	High	1 hr	+2 pts
10	Increase "Northeast Ohio" keyword usage — hero, services, meta, schema areaServed	GEO	High	2 hrs	+3 pts
11	Audit GBP — services, photos, reviews, posts; solicit 20+ Google reviews	GEO	High	3 hrs	+4 pts
12	Rewrite services page — 100–150 words per service, geo keywords, problem/solution framing	Content	Medium	4 hrs	+3 pts
13	Add 2–3 client testimonials with Review schema to homepage and services	Content	Medium	2 hrs	+2 pts
14	Launch content/news strategy — 1 article/month, 800+ words, FAQPage + Article schema	Content	Medium	Ongoing	+5 pts (90-day)
15	Run PageSpeed audit (pagespeed.web.dev) — compress hero image, target LCP <2.5s mobile	Technical	Medium	2–4 hrs	+3–8 pts

Projected Score After Actions 1–5 (30 days)

Completing the 5 critical fixes (title tags, H1s, schema, llms.txt, FAQ) is estimated to move the composite score from 60 → 78, shifting the grade from C to B+. Full action plan completion (all 15 items) projects a score of 88–92 within 90 days.

SEO + GEO Audit — fogg.com