Film 01
The Whole Story
A website is only the beginning. See how June Apple connects the site, search visibility, trust, reporting, and ongoing care into one cultivated system.
Partner Reference
SEO & how we work.
A plain-English guide to what SEO is, what drives it, how we build it, and what we charge.
For June Apple Partners
The Film Library
See the system think.
Eight short films turn the machinery behind a June Apple site into something you can see: how a conversation becomes a build, how the site adapts, how search becomes measurable, and where a partner fits.
The Whole Story
Create
Film 02
The Engine
Watch a clear client conversation become a structured, reviewed, working website—without pretending the human judgment disappears.
Film 03
How We Build
Websites are now built by talking. See a plain-English conversation with Claude become a working site—with guardrails and human review.
Film 04
Every Screen
One site reshapes itself thoughtfully for desktop, tablet, and mobile—then receives the human QA that automation still needs.
Understand & Grow
Film 05
Schema
See visible page content become structured meaning that helps machines understand the business more clearly.
Film 06
Before & After the Click
Search Console reveals discovery; GA4 reveals anonymous behavior. Together they turn a click into a useful question.
Film 07
The Map
Local Falcon replaces one flattering rank with a measured view of visibility across a fictional market.
Your Place in the System
Film 08
The Partner
Bring the relationship. Use the June Apple name, engine, tools, and support to build something valuable—then keep cultivating the client and share in the recurring profit.
The film's example is illustrative, not guaranteed. Partner compensation is 80% of profit after the direct costs defined below.
Section 01
What is SEO?
SEO stands for Search Engine Optimization — the practice of making a business easy for Google to find, understand, and trust so it shows up when potential customers search for what that business offers.
It's not about tricking Google. It's about building a business's online presence so clearly and thoroughly that Google has no reason not to rank it.
For a local service business — a window treatment company, a home upgrade contractor, a mentor — SEO means showing up when someone in their area types in exactly what they need. That's a buyer with intent. That's the best kind of lead.
📍 Local SEO
Ranking in the map pack — the 3 businesses Google shows with pins. Driven by your Google Business Profile, reviews, and city-specific content. This is the primary focus for service-area businesses.
🔍 Organic SEO
Ranking in the regular search results below the map. Driven by your website's content, authority, and technical quality. Blog posts, city pages, and structured data all feed this.
The simple version
"Google is basically a librarian. You need to give it a book that's well-written, clearly labeled, and actually relevant — so when someone asks for it, the librarian knows exactly where to look."
The better organized and more credible your "book" is, the higher it gets shelved. SEO is the work of making that book as clear and trustworthy as possible.
Why it beats ads long-term
Ads work while you pay. The moment the budget stops, the leads stop.
SEO builds an asset. A page that ranks today keeps ranking — and keeps getting stronger — long after the work that built it is done. It compounds.
Section 02
What Drives SEO Growth
There's no single thing that makes SEO work. It's a system with three pillars — and all three need to be built together.
📄 Content
What you put on the site — pages, words, and signals that tell Google who you are, where you work, and what you do.
- City & Location Pages. A dedicated page per city. Tells Google exactly where you serve — and gives it something to rank for local searches.
- Blog Articles. Builds topical authority. The more you publish on relevant topics, the more Google trusts your expertise.
- Google Business Profile. The single most important local signal. Controls your map listing, photos, reviews, and local pack ranking.
- Service & Core Pages. Clear, well-written pages for each service. Give Google — and visitors — a complete picture of what you offer.
⭐ Authority
Signals from outside your site that tell Google other people trust and recognize your business.
- Reviews. Star rating, review count, and recency all matter. Fresh reviews signal an active, trusted business.
- Citations & NAP Consistency. Name, Address, Phone must be identical everywhere — Yelp, BBB, Houzz, directories. Inconsistency kills trust signals.
- Backlinks. Other websites linking to yours. Quality beats quantity — one link from a local news site outweighs dozens of junk directories.
- Review Response. Responding to reviews — especially negative ones — signals to Google that the business is engaged and legitimate.
⚙️ Technical
The foundation under the site — things visitors never see but Google absolutely checks before ranking anything.
- Schema Markup. Hidden code that tells Google exactly what kind of business this is, where it operates, and what it offers.
- Page Speed. Google measures how fast pages load. Slow sites rank lower. JAW Co. sites are built fast from the ground up.
- Mobile-First. Google indexes the mobile version of your site first. If it doesn't work on a phone, rankings suffer.
- Sitemap & Crawlability. Google can only rank pages it can find. A clean sitemap and robots.txt make sure nothing gets missed.
💡 The compounding effect
None of these pillars work in isolation. A great GBP with no website content — weak. A beautiful site with no reviews — weak. When all three pillars are built and maintained together, the signals amplify each other. That's when rankings start to hold and leads become consistent.
How rankings build over time
SEO compounds. The longer it's built and maintained, the harder it is for competitors to catch up.
Section 03
How We Build It
Every JAW Co. site follows the same process — eight steps from nothing to a live, ranking website, with ongoing care after launch.
Step 1
Intake & Scoping
Learn the business — who they serve, which cities, what the brand needs to feel like. This conversation shapes everything downstream. Goals, competitors, timeline, and budget are all captured here.
🙋 You lead the conversation
📝 AI captures the brief
Step 2
Brand Setup
Define the visual identity — colors, fonts, logo variants, tone of voice. A brand guide is built and locked before any code is written. This prevents the site from looking generic or inconsistent.
📝 AI drafts the brand guide
🙋 Client approves
Step 3
Core Site Build
AI builds the HTML/CSS from the JAW Co. template engine — homepage, about, services, contact. Mobile-first and fast-loading, with clean URL structure from day one. The brand guide drives every design decision.
⚙️ AI builds all pages
Step 4
City Pages
A dedicated page for every city the business serves. Each page is fully customized — not a find-and-replace of a city name. Unique content, local context, proper headings. One of the highest-ROI steps in the entire process.
⚙️ AI builds each page
📝 AI writes the local copy
Step 5
SEO Foundation
The technical layer most sites skip. Schema markup, meta titles and descriptions, Open Graph tags, sitemap.xml, robots.txt, and canonical URLs — all installed before the site goes live. This is what makes Google trust the site from day one.
⚙️ AI installs all SEO layers
Step 6
Deploy — GitHub → Vercel
Code lives in GitHub. Vercel picks it up and publishes it live within minutes. Domain is pointed to Vercel. SSL is automatic. Every future update follows the same path — AI edits, GitHub Desktop commits, Vercel deploys.
⚙️ AI manages the repo
🙋 GitHub Desktop commits to live
Step 7
GBP & Citations
Site is live — now we build the off-site signals. Google Business Profile is fully built out: correct NAP, categories, photos, service areas, and description. Core citations are submitted. Google Search Console is connected.
📝 AI writes GBP descriptions
🙋 GBP claimed and submitted
Step 8
Ongoing — Blog, Reviews & Reporting
SEO is not a one-time build. Blog posts go out on a regular schedule, reviews are tracked, Local Falcon scans show where rankings move, and monthly reports show what's working. This is where rankings compound.
📝 AI runs the blog pipeline
⚙️ AI publishes new pages
🙋 Review strategy & client comms
The tool key
⚙️ AI — Build
Writes and edits all HTML, CSS, and JavaScript. Builds pages, installs schema, manages the GitHub repo, and deploys to Vercel. We use Claude for this (occasionally Codex).
📝 AI — Content
Writes blog posts, city copy, GBP descriptions, and brand guides. Manages documents, runs content pipelines, and handles reporting. Same AI, different job.
🙋 Dustin
Client conversations, brand approvals, GitHub Desktop commits, domain setup, GBP ownership, and strategic direction.
Section 04
What We Charge
Two parts: a one-time build fee to get the site live, and a monthly plan to keep it growing. Most clients need both.
Site Build — One Time
Starter
$500
One-page site, self-serve path
- Single landing page
- Brand-aligned design
- Contact form
- SEO foundation included
- Deployed to Vercel
Most Common
Essential
$1,500
4-page flagship site
- Home, About, Services, Contact
- Up to 3 city pages
- Full SEO foundation
- Schema markup
- 30-minute discovery call
- 24-hour response window
Showcase
$4,000
6+ pages with portfolio or blog
- Everything in Essential
- Portfolio or blog section
- Extended city page set
- Full content writing
- Priority build timeline
Monthly Care — Ongoing
Tending
$59/mo
Site care only — no SEO
- Hosting & SSL
- ~1 hr edits/month
- Quarterly health check
Recommended
The Apple
$299/mo
Local SEO — entry level
- GBP managed
- 4 blog posts/month
- Monthly rank scan + report
- On-page upkeep
The Tree
$499/mo
Local SEO — full growth
- Everything in The Apple
- 8 blog posts/month
- Keyword tracking
- Monthly rank-grid report
- Review generation support
The Orchard
$899/mo
Local SEO — market dominance
- Everything in The Tree
- 12 strategic posts/month
- Competitor targeting
- Citation building
- Priority support
Performance pricing available case-by-case. For the right client, we can structure a smaller base retainer plus a percentage of measurable growth — useful when a client is budget-constrained but the opportunity is strong. Healthcare and legal clients excluded.
Partner Split
You keep 80% of the profit.
Most agencies flip that — the house keeps the majority and the person doing the work takes what's left. We don't build it that way. You do the work, you keep the work.
We cover your first three months
June Apple pays for your first three months of Claude Max, so you can start earning before you spend anything to get going.
What the other 20% buys
The whole engine — design system, hero library, SEO framework, and the Definition of Done that took years and a lot of expensive mistakes to develop. Plus the June Apple name, and someone to call when a build gets weird.
Profit is what the client is billed for June Apple services, less the direct costs of serving them — hosting, payment processing, and client-specific tools. Ad spend never runs through us: clients pay Google directly on their own card, and we bill only the management fee.