ALL WORK
Turning one differentiator into category-wide AI visibility
A home warranty brand hidden on page five of Google, rebuilt around the one thing it does differently.
+30
Google ranking positions, from page five to page two
Scroll to learn more
A lack of visibility for a strong differentiator
A real differentiator almost nobody knew about
America’s Preferred Home Warranty lets customers choose their own licensed contractor, something almost no one else in the category offers. When AI assistants did mention APHW, they spoke well of it. They just rarely mentioned it.
The tension
Page five on Google, missing from answer engines
In March 2026, APHW appeared in roughly one in ten AI answers about home warranties and averaged position 42.2 on Google. And with a hard-coded website Perrill couldn’t access, every fix had to run through a small internal team.
The turn
The problem was getting surfaced at all
PAVE showed that when AI mentioned APHW, it cited the company 90% of the time and usually ranked it first. So we stopped tuning pages that already worked and went after authority and coverage.
Win the contractor-choice niche outright
We started where AI engines already surfaced APHW, with content built to be quoted rather than just ranked. Six prompt-targeted posts a month, sequenced around legal review, pushed contractor-choice visibility to 75%. New posts were cited by AI within a week of publishing.
Build authority beyond the website
With a domain authority of 13, AI engines were recommending APHW largely based on information from its own website. We optimized ConsumerAffairs and BBB profiles and published on LinkedIn Pulse. We also took APHW onto Reddit, where the category has a rough reputation and no competitor was participating, with every comment cleared by APHW’s legal team.
Route around the locked backend
When schema couldn’t be deployed on the site, we built a public GitHub repository of structured data and verified brand facts for AI engines to retrieve. It logged 14 crawler clones in its first 14 days.
The payoff
From page five to page two
Page two on Google. Double the clickthrough rate. Owning its niche in AI answers.
-
Organic clicks
+14%
-
Organic CTR
+119%
-
Median AI citation rank
#1
Want a story that ends like this?
Tell us about your business.
We’ll tell you how we’d grow it.
