Work record / Brand / Jackie Allison, Newborn Care Specialist
Jackie Allison: a website and a findable name
Jackie Allison is an independent Newborn Care Specialist in Phoenix, and a search for her turned up almost nothing true about her. We put one clean, cited record of her on her own domain, and it was live three days after the ask.
The seat
I held strategy and the build, as part of my work at Common Ground. The engagement started in September 2026 and is still running. It took three days to launch, and the work on it continues.
| Sector | Family and childcare services |
|---|---|
| Type of work | Website, SEO and AI search readiness |
| Where | Phoenix, Arizona |
| Years | September 2026 to present |
| How long | Three days to launch; ongoing |
| Through | Common Ground. |
| Credits | Common Ground Jesse Fowler, Strategy and build |
What I was brought in to decide
Jackie has spent 35 years caring for newborns overnight, in clients' homes. She holds a Newborn Care Specialist credential from 2012 and a Newborn Sleep Specialist certification from 2024, and she is the author of three children's picture books. When a Phoenix parent looked for her, almost none of this came up.
What I found on day one rewrote the assignment. Her care business had no site at all. Her old site was dead, and three profiles still linked to it. Those profiles gave different answers on her city, her years in the work and her number of books. A licensed clinician who shares her name also ranks near the top. Jackie is a caregiver and not a medical provider, so a search engine merging the two people is the worst error available. So the job turned into building a single tidy record of who she is, with citations, on a domain carrying her own name.
What we did
- I started with the identity. We built a reference page at /jackie-allison and wrote it like an encyclopedia entry, with an infobox, a line that separates her from others who share her name, and a numbered source behind every fact. Each credential shows who issued it and the year. Structured data ties together her, her business, five services, three books and her credentials as one entity, linked to her verified profiles. A plain-text summary sits at /llms.txt, and search and AI crawlers are invited in by name.
- We wrote it in her words and kept it honest. The copy comes from her own emails and documents, with a source log for every line. There are no medical claims. Letters from clients appear as written, and originals go out only in redacted form. The site shows a city and never a street address. The inquiry form is built but switched off, with a call and an email in its place, until delivery is wired up.
- We designed the site around the night shift. It opens at 7 pm under a sunset sky with a night scene, and one tap turns it to 7 am with her morning photograph. Her own photograph leads wherever she has one. New ones came from her three times in the first two days, and each set was up by that night. The page stays still for visitors who ask for reduced motion, and it works whole with scripts turned off.
- We launched with the tools registered in her name: Google Search Console verified, the sitemap submitted, Bing told through IndexNow, and analytics in a separate account we can hand over to her. The first Search Console report flagged one minor date-format warning, and the fix went live the next morning.
Results
- She now has a primary source, and before she had none. A single domain on her own name tells a reader who she is, which credentials she holds, where she works and how to contact her, with a source beside each claim.
- Lighthouse mobile scores on the live build, taken September 30, 2026, came back at 100 for Performance, Accessibility and Best Practices. On the home page the biggest image finished painting at 1.5 seconds.
- A 110-point checklist for search and AI readiness closed with 89 items passed or fixed. Another 17 wait on a human, such as accounts only she can claim.
- The build checks its own facts. A release is blocked unless each structured-data reference resolves, and unless each page has a single title, a single heading, a canonical address and images that carry descriptions.
Public record
Firm record
Common Ground keeps its own account of this engagement: Jackie Allison, Newborn Care Specialist on the Common Ground wiki.