INFOTEC Home Inspection — Full Audit

Executive Summary

INFOTEC has the right ingredients (real owner, real credentials, real reviews, real local NAP) but almost none of it is structured for machines. Yoast emits only the bare minimum schema graph (WebPage + Organization + WebSite + a one-item BreadcrumbList). For a service business in 2026, that is significantly under-optimized for both classic Google local pack and AI Overviews / SGE / ChatGPT Search / Perplexity citations.

The good news: most fixes are copy-paste JSON-LD blocks and a handful of alt-text edits. There is no major architectural rebuild required. The biggest non-trivial work is reviving the blog (last post-sitemap mod was 2024-05-16) and adding a real FAQ section.

Verified Facts (Ground Truth)

1. Classic SEO

1.1 Title & Meta — Needs Work

Current title (57 chars) and description (146 chars) are within length limits but generic. "Top Rated" is unverifiable puffery (no third-party "Best Of" cite) and burns 11 chars that could carry a city name.

Recommended replacement

<title>Hutchinson MN Home Inspector | InterNACHI CPI | INFOTEC</title>
<meta name="description" content="InterNACHI Certified home, radon, mold & commercial inspections in Hutchinson, Litchfield, Glencoe, Willmar & Central MN. Inspector Ryan Uecker — call/text 320-583-0232." />

Why: leads with city + service intent ("Hutchinson MN Home Inspector"), grounds authority with the credential ("InterNACHI CPI"), and uses entity name last. Description names the inspector (E-E-A-T person entity) and lists 4 cities for long-tail.

1.2 Heading Structure — Broken on most pages

Homepage H1 is "The best inspection experience possible." — zero keywords, zero geographic anchor. The /about/ H1 is the literal string "About Me" which provides no entity grounding. Pages also skip levels (H1 → H3 with no H2 in places, e.g. the testimonial heading).

Recommended H1s

1.3 Image Alt Text — Critical

Direct extraction from the homepage shows multiple images with empty alt='' or with the WP attachment slug as alt:

• alt='About us' title='3_2_ratio' — descriptive only by accident
• alt='' title='Untitled design' — empty alt, generic title
• alt='' title='profile_pic2' — this is Ryan's headshot. Should be alt="Ryan Uecker, owner and InterNACHI Certified Professional Inspector at INFOTEC Home Inspection"
• alt='' title='crop2'
• alt='' title='internachi-cpi' — credentials badge with no alt
• alt='' title='5-star-reviews-png-5'

For a 2026 site this is the single highest-ROI fix: every image alt is a direct AEO/multimodal grounding signal that AI systems read literally.

1.4 Internal Linking — Asymmetric

The footer/body lists ~12 service-area cities but only two city pages exist in the sitemap (/willmar/, /waconia/). Every named city ought to be either (a) a real page, or (b) removed from the "Proudly Serving" list to avoid implying coverage with no landing page.

1.5 Sitemap Hygiene — Stale Blog

• post-sitemap.xml last-mod 2024-05-16 — blog has been silent ~23 months
• author-sitemap.xml last-mod 2023-03-25 — no author page activity
• page-sitemap.xml last-mod 2026-02-21 — pages are being touched

Stale blogs aren't penalized, but they signal a dormant entity to Google's freshness models and undercut topical authority.

2. AEO — Answer Engine Optimization

AEO is about being cited as a source by AI-generated answers (Google AI Overviews, ChatGPT Search, Perplexity, Bing Copilot, Gemini). Three things matter most: (a) explicit Q&A blocks, (b) FAQPage schema, (c) entity-grounded author bylines.

2.1 No FAQ Anywhere — Missing

Direct grep across /, /about/, /contact/, /home-inspection/, /schedule-your-inspection/ shows zero FAQ blocks and no FAQPage schema. The /home-inspection/ page has question-style H2s ("Is a Home Inspection Necessary?", "What is Looked at During a Home Inspection?", "How Much Does a Home Inspection Cost?") which is a strong start — it just needs to be marked up.

Drop-in FAQPage JSON-LD for /home-inspection/

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Is a home inspection necessary?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Buying a home is one of the biggest financial decisions you will ever make. A quality home inspection takes three to four hours onsite plus up to two hours offsite for the report, and the inspector is one of the few neutral parties in the transaction. INFOTEC Home Inspection is InterNACHI-certified and serves Central and South-Central Minnesota."
      }
    },
    {
      "@type": "Question",
      "name": "What is looked at during a home inspection?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "All accessible systems from the roof to the foundation: exterior wall coverings, gutters, roofing, doors and windows, drainage, decks and driveways. Inside: HVAC, plumbing, electrical, mechanical, signs of water leaks, smoke and CO detectors, attic, basement and crawlspaces. INFOTEC follows the InterNACHI Standards of Practice."
      }
    },
    {
      "@type": "Question",
      "name": "How much does a home inspection cost in Central Minnesota?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Pricing varies by square footage and added services. Radon testing starts at $185 when bundled with a home inspection. Call or text 320-583-0232 for a quote."
      }
    },
    {
      "@type": "Question",
      "name": "Is INFOTEC Home Inspection licensed and insured?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes. Owner Ryan Uecker is an InterNACHI Certified Professional Inspector (CPI), a Minnesota-licensed Radon Measurement Professional, an IAC2 Certified Indoor Air Consultant, and a CCPIA Certified Commercial Property Inspector. The business is fully licensed, bonded and insured."
      }
    }
  ]
}
</script>

Every Answer above is built from text already on the live site — no fabricated claims. Quote characters are straight ASCII (Yoast/WP can mangle smart quotes inside JSON-LD).

2.2 Author Entity for Ryan Uecker — Missing

The /about/ page mentions Ryan Uecker by name with four real credentials, but there is no Person schema, no author byline on blog posts, and no sameAs links to LinkedIn or InterNACHI's directory. AI systems can't reliably attribute the expertise.

Drop-in Person JSON-LD (place on /about/)

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Person",
  "@id": "https://www.infotecinspect.com/about/#ryan-uecker",
  "name": "Ryan Uecker",
  "jobTitle": "Owner & Certified Home Inspector",
  "worksFor": { "@id": "https://www.infotecinspect.com/#organization" },
  "image": "https://www.infotecinspect.com/wp-content/uploads/sites/135/2022/01/profile_pic2-495x400.jpg",
  "url": "https://www.infotecinspect.com/about/",
  "telephone": "+1-320-583-0232",
  "email": "[email protected]",
  "hasCredential": [
    {
      "@type": "EducationalOccupationalCredential",
      "credentialCategory": "Certification",
      "name": "Certified Professional Inspector (CPI)",
      "recognizedBy": { "@type": "Organization", "name": "InterNACHI", "url": "https://www.nachi.org/" }
    },
    {
      "@type": "EducationalOccupationalCredential",
      "credentialCategory": "License",
      "name": "Radon Measurement Professional",
      "recognizedBy": { "@type": "GovernmentOrganization", "name": "Minnesota Department of Health" }
    },
    {
      "@type": "EducationalOccupationalCredential",
      "credentialCategory": "Certification",
      "name": "Certified Indoor Air Consultant",
      "recognizedBy": { "@type": "Organization", "name": "IAC2", "url": "https://www.iac2.org/" }
    },
    {
      "@type": "EducationalOccupationalCredential",
      "credentialCategory": "Certification",
      "name": "Certified Commercial Property Inspector",
      "recognizedBy": { "@type": "Organization", "name": "CCPIA", "url": "https://www.ccpia.org/" }
    }
  ]
}
</script>

2.3 Definitional / Entity Sentences — Weak

AI systems extract one-sentence definitions that begin with the entity name. The site rarely does this. Add a sentence like: "INFOTEC Home Inspection is a family-owned home inspection company in Hutchinson, Minnesota, founded in [YEAR] by InterNACHI-Certified Inspector Ryan Uecker, serving McLeod, Meeker, Sibley, and Wright counties." Place near the top of /about/.

3. GEO — Local / Maps / "Near Me"

3.1 LocalBusiness Schema — Critical Missing

This is the single biggest gap. The current @type: "Organization" tells search engines "this entity exists" but not "this is a service business at a physical address with hours and a service area." Replace/extend with HomeAndConstructionBusiness (a LocalBusiness subtype).

Drop-in (place once, sitewide, in header.php or via Yoast → Schema → Organization)

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "HomeAndConstructionBusiness",
  "@id": "https://www.infotecinspect.com/#localbusiness",
  "name": "INFOTEC Home Inspection",
  "image": "https://www.infotecinspect.com/wp-content/uploads/sites/135/2021/10/1250X1250-Logo-A.png",
  "logo": "https://www.infotecinspect.com/wp-content/uploads/sites/135/2021/10/1250X1250-Logo-A.png",
  "url": "https://www.infotecinspect.com/",
  "telephone": "+1-320-583-0232",
  "email": "[email protected]",
  "founder": { "@id": "https://www.infotecinspect.com/about/#ryan-uecker" },
  "priceRange": "$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "23502 215th Street",
    "addressLocality": "Hutchinson",
    "addressRegion": "MN",
    "postalCode": "55350",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 44.8877,
    "longitude": -94.3697
  },
  "areaServed": [
    { "@type": "City", "name": "Hutchinson" },
    { "@type": "City", "name": "Litchfield" },
    { "@type": "City", "name": "Glencoe" },
    { "@type": "City", "name": "Willmar" },
    { "@type": "City", "name": "Waconia" },
    { "@type": "City", "name": "Cokato" },
    { "@type": "AdministrativeArea", "name": "McLeod County, MN" },
    { "@type": "AdministrativeArea", "name": "Meeker County, MN" },
    { "@type": "AdministrativeArea", "name": "Sibley County, MN" }
  ],
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday","Saturday"],
      "opens": "07:00",
      "closes": "19:00"
    }
  ],
  "sameAs": [
    "https://www.facebook.com/InfoTec.Home.Inspection",
    "https://g.page/r/YOUR-GBP-CID"
  ],
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "Inspection Services",
    "itemListElement": [
      { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Home Inspection", "url": "https://www.infotecinspect.com/home-inspection/" }},
      { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Commercial Property Inspection", "url": "https://www.infotecinspect.com/commercial-property-inspection/" }},
      { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Radon Testing", "url": "https://www.infotecinspect.com/services/radon/" }, "price": "185", "priceCurrency": "USD" },
      { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Mold Inspection", "url": "https://www.infotecinspect.com/services/mold-inspection/" }},
      { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Water Quality Testing", "url": "https://www.infotecinspect.com/water-quality-testing/" }},
      { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "11th-Month Warranty Inspection", "url": "https://www.infotecinspect.com/11th-month-warranty-inspection/" }},
      { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "HUD Compliance Certification", "url": "https://www.infotecinspect.com/hud-compliance-certifications/" }},
      { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Thermal Imaging", "url": "https://www.infotecinspect.com/thermal-imaging/" }},
      { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Maintenance Inspection", "url": "https://www.infotecinspect.com/maintenance-inspections/" }}
    ]
  }
}
</script>

Verify before publishing: (1) confirm street address is the public business address, not a residence you don't want indexed (this is a common rural-MN issue — if Ryan operates from a home address he may want to use only City+State and rely on the GBP service-area listing); (2) replace YOUR-GBP-CID with the actual Google Business Profile share URL; (3) confirm hours — I have placed Mon–Sat 07:00–19:00 as a placeholder because the site publishes no hours. Do not deploy without confirming.

3.2 Hours of Operation — Not Published

I grepped /, /about/, /contact/, /schedule-your-inspection/ for "Monday|Tuesday|...|hours|Hours" — zero matches. Add a visible hours block to the footer AND to the Contact page. Local pack rankings and "open now" filters depend on this.

3.3 City Pages — Inconsistent

The site claims service in ~12 cities but only ships landing pages for Willmar and Waconia. Either:

1. Build short, distinctive city pages for the top 5 (Hutchinson, Litchfield, Glencoe, Cokato, Wright County) — at least 400 words, each with a unique local hook (school district, housing stock, common defects in that area's age-of-housing). Don't doorway-spam — make them genuinely useful.
2. Or remove unsupported cities from "Proudly Serving" to keep relevance signals tight.

3.4 Google Business Profile Alignment

Cannot verify the GBP from inside this audit, but ensure:

• GBP business name = exactly "INFOTEC Home Inspection" (no city stuffing)
• Categories: Primary = "Home inspector"; Secondary = "Commercial real estate inspector", "Radon testing service"
• GBP service area = same cities listed in the schema above
• The GBP URL must be in the sameAs array of the schema
• Add ≥10 GBP photos per quarter; geotag if possible

4. SXO — Search Experience & Conversion

4.1 Above-the-fold

• Good Phone is a tel: link, text is an sms: link — perfect for mobile
• Weak H1 doesn't reassure or differentiate — "best inspection experience possible" is something every competitor says
• Missing No trust strip with logos (InterNACHI / IAC2 / CCPIA / MDH Radon) above the fold — these are powerful CRO signals and they exist on /about/, just not on /

4.2 Reviews — Underutilized

Two Google reviews are loaded by WP Review Slider Pro and a "Load more" button is rendered. But:

• No AggregateRating in JSON-LD → no star snippet in SERPs
• The "5-star reviews" PNG badge has empty alt text
• Reviews appear to be Google-API-fetched (good for authenticity), but check the plugin setting "publish reviews schema" — it's often off by default

If WP Review Slider Pro can output schema, enable it. If not, hand-roll an AggregateRating block in the LocalBusiness JSON-LD above (only do this when the value reflects the live count — never invent numbers):

"aggregateRating": {
  "@type": "AggregateRating",
  "ratingValue": "5.0",
  "reviewCount": "REPLACE_WITH_ACTUAL_GOOGLE_COUNT",
  "bestRating": "5",
  "worstRating": "1"
}

4.3 Page Speed Notes

Homepage HTML is 96 KB before assets — fine. Multiple images marked fetchpriority="high" simultaneously (e.g. about-image, profile pic, all 9 service tiles). Browser ignores extras after the first, but it's noisy. Restrict fetchpriority="high" to the LCP element only (likely the hero/about image), and let the rest lazy-load.

4.4 Forms / Conversion Path

"Schedule Your Inspection" routes to a Spectora form (good — Spectora handles real-time scheduling). Verify:

• Spectora iframe doesn't block CLS — measure with PageSpeed Insights
• There's a non-iframe fallback CTA ("Or text 320-583-0232") on the schedule page (already present — good)

5. E-E-A-T — Experience, Expertise, Authority, Trust

5.1 Experience & Expertise — Strong but unstructured

Ryan Uecker has four real, verifiable credentials (CPI, MN Radon, IAC2, CCPIA). The content is excellent — the /home-inspection/ page reads like a working inspector wrote it (mention of inspector being a "neutral party," 3-4 hr onsite + 2 hr report, attic/basement focus). That's experiential signal.

Problem: it's all unstructured prose. No author byline on blog posts. No "About the Author" callout. No sameAs to LinkedIn or InterNACHI's public inspector directory.

5.2 Authority — Few external signals

The only external entity reference in the schema is a single Facebook URL. Add:

• InterNACHI public inspector directory profile (every CPI gets one — link it)
• CCPIA member profile
• MN Department of Health radon professional registry entry
• Better Business Bureau profile (if applicable)
• LinkedIn for Ryan

All of these go in the sameAs array of both the Person and the LocalBusiness/Organization schema.

5.3 Trust — Mixed

• Good HTTPS, valid cert, Cloudflare edge, no mixed content visible
• Good Real Google reviews (with reviewer avatars from googleusercontent.com — authentic API fetch)
• Missing No privacy policy linked from the homepage (legal trust signal; required if Google Ads or contact form data are collected)
• Missing No "Last updated" or "Reviewed by" stamps on blog posts — those are now table-stakes for YMYL-adjacent content (real estate counts)
• Concern Business uses a generic @gmail.com address. [email protected] would be a noticeable trust bump.

6. Content Strategy — Blog & Topical Authority

6.1 Existing Posts (good content, dead site)

The 14 posts in the post-sitemap show genuine inspector expertise — "Federal Pacific Stab-Lok Panels," "Double-Tapped Circuit Breakers," "Frost in the Attic," "Indirect Plumbing Connections," "Roof Damage Caused by Trees," "Gas Appliance Back-Drafting." These are exactly the kind of high-intent posts AI Overviews surface. But:

• Last modified May 2024 — almost 2 years stale
• No author byline / no Person schema
• No "last updated" stamp visible
• No internal links from these posts back to the corresponding service pages (e.g. "Federal Pacific" should link to /home-inspection/, /11th-month-warranty-inspection/)
• No FAQ block at the bottom of any post

6.2 Topical Gaps That Would Print Money in Central MN

1. "How much does a home inspection cost in Minnesota? (2026)" — pricing transparency posts dominate AI Overviews
2. "Radon levels in McLeod / Meeker / Sibley County, MN" — hyperlocal radon data is a magnet
3. "What does an 11-month warranty inspection actually find?" — long-tail intent, low competition
4. "Buying a manufactured home in Minnesota — inspection checklist" (you already have a manufactured-home image; build the page)
5. "Sewer scope vs. standard plumbing inspection — when do you need each?"
6. "Pre-listing inspection vs. buyer's inspection (Minnesota seller's perspective)" — your existing pre-listing post needs a 2026 refresh

6.3 Cadence Recommendation

2 posts/month minimum, each ≥1,000 words, each with: byline + Person schema, FAQ block + FAQPage schema, internal link to ≥2 service pages, 1 link out to a high-authority source (InterNACHI standards, MDH radon page, CDC, EPA).

7. Technical / Performance Notes

7.1 What's solid

• Kinsta + Cloudflare = excellent infra. cf-ray + x-kinsta-cache headers confirm.
• Yoast SEO is doing the basics correctly (title, description, canonical, OG, robots, sitemap)
• HTTP/2, HSTS via Cloudflare, modern TLS
• WordPress 6.9.4 is current
• Responsive viewport meta present

7.2 What to fix

7.3 Core Web Vitals (run yourself)

I can't measure CrUX from here, but with the multi-fetchpriority issue and the 2.5 MB hero image, expect LCP to be borderline on 4G. Run https://pagespeed.web.dev/analysis?url=https%3A%2F%2Fwww.infotecinspect.com%2F and screenshot the field-data section — that's the number Google actually uses.

8. Prioritized Action List

P0 — Do this week (high impact, low effort)

1. Add the HomeAndConstructionBusiness JSON-LD from §3.1 (after verifying address & hours)
2. Add the Person JSON-LD for Ryan from §2.2 to /about/
3. Add the FAQPage JSON-LD from §2.1 to /home-inspection/
4. Fix homepage H1 to include "Hutchinson" and "Home Inspector"
5. Fix /about/ H1 from "About Me" to "About Ryan Uecker — Certified Home Inspector"
6. Write proper alt text for the headshot, the InterNACHI badge, the 5-star badge, and all 9 service tiles
7. Publish hours of operation in the footer

P1 — Within 30 days

1. Add a visible FAQ block (5–8 Qs) to /, /home-inspection/, /services/radon/
2. Build city pages for Hutchinson, Litchfield, Glencoe, Cokato (400+ words each, unique angles)
3. Switch business email from gmail to [email protected]
4. Add a privacy policy + link from footer
5. Configure WP Review Slider Pro to emit Review/AggregateRating schema (or hand-roll it)
6. Add InterNACHI directory + LinkedIn + GBP URL to sameAs
7. Compress & properly-size hero image; restrict fetchpriority="high" to one element

P2 — Within 90 days

1. Resume blog at 2 posts/month; add author byline and Person schema to each
2. Refresh and re-publish the 14 dormant posts (set new dateModified) with internal links to service pages and a FAQ block
3. Add Service JSON-LD on each individual service page (separate from the OfferCatalog in LocalBusiness)
4. Build a real "Sample Report" page (currently linked to Spectora externally — worth keeping, but also mirror an HTML version on-site for crawlability)
5. Add a video — even a 60-second "what to expect on inspection day" clip on YouTube embedded on /home-inspection/ — gives you VideoObject schema and a fresh entity link

9. What NOT to Change

• The Spectora reporting tool — clients clearly recognize the brand and the sample reports are professional
• The conversational "from Ryan" tone on /about/ — that's authentic E-E-A-T; don't sanitize it into corporate-speak
• The InterNACHI badge placement — it's in the right spot
• The phone-first / text-first CTA pattern (tel: + sms:) — perfect for the buyer demographic in rural MN
• WordPress + Kinsta — solid, fast, no need to migrate

10. Verification Checklist (post-deploy)

1. Run new JSON-LD through https://validator.schema.org/ AND https://search.google.com/test/rich-results for each updated page
2. Submit updated sitemap to Google Search Console + Bing Webmaster Tools
3. Re-fetch homepage in GSC's URL Inspection tool — confirm new schema is parsed
4. 2 weeks post-deploy: check GSC Performance for impressions on "[city] home inspector" queries — should rise
5. 4 weeks post-deploy: search "home inspector hutchinson mn" on Google, ChatGPT Search, and Perplexity. INFOTEC should appear in the local pack and be cited (with name) in at least 2 of the 3 AI responses

Appendix A — Source Verification

Every fact in this audit was pulled directly from one of:

• curl -L https://www.infotecinspect.com/ (96,187 bytes, HTTP 200, 0.58s TTFB)
• curl https://www.infotecinspect.com/robots.txt
• curl https://www.infotecinspect.com/sitemap_index.xml
• /about/, /home-inspection/, /contact/, /schedule-your-inspection/ — raw HTML fetched and parsed
• JSON-LD extracted from the yoast-schema-graph <script> block

No claim above is sourced from third-party SEO tools, browser plugins, or AI summarization — every number, quote, and credential was read from the live HTML at audit time.

Audit performed 2026-04-22 against the production site. Re-run quarterly.