Meet Jordan | Digital Marketer & Local SEO Expert

We had the good fortune of connecting with Jordan and we’ve shared our conversation below.

Hi Jordan, what was your thought process behind starting your own business?
What was your thought process behind starting your own business?
I started Fire Fuel SEO because I was tired of watching business owners get burned. I’ve been in digital marketing since 2018, and the same story kept landing on my desk: “My last agency wasted my money.” An owner would hand over a real retainer, get back a 40-page report full of impressions and domain authority scores, and their phone rang exactly as much as it did before they signed. That’s not a marketing problem. It’s a trust problem. And it bothered me enough that I decided to build the agency I’d actually want to hire.
The thinking was pretty simple. A local business doesn’t care about keyword counts or traffic graphs. They care whether the phone rings, whether the form gets filled out, and whether the calendar fills up. So that’s what I built Fire Fuel around: measuring the things that actually pay the bills, and being the kind of partner you can call and get a straight answer from. Not a franchise, not a reseller, no hiding behind a dashboard.
The heavy focus on solar came later, out of that same instinct. When the federal residential tax credit expired at the end of 2025, the industry got turned upside down. Installs dropped, companies started folding, and suddenly there were hundreds of thousands of homeowners whose solar company no longer existed, searching Google for someone to repair or replace a system nobody was standing behind anymore. Most agencies were still selling solar companies the same tired “solar installation near me” playbook. I saw an entire industry that needed SEO for solar companies built around how the market actually works now: installation, repair, maintenance, battery storage, and that whole orphaned-system opportunity. That’s become a real specialty for us, and it’s the part of the business I’m most fired up about right now.

What should our readers know about your business?
Fire Fuel SEO is a results-driven SEO agency built for local service businesses, and over the last stretch we’ve gone deep on one industry in particular: solar. We do SEO for solar companies that actually generates leads and booked jobs, not vanity metrics. If you’re a solar company owner, we build your whole search presence around the way the market really works now, from installation and repair to maintenance, cleaning, removal and reinstallation, and battery storage.
What sets us apart is simple to say and hard for most agencies to actually do: we measure success in calls, form fills, and booked jobs, not keywords and impressions. Most agencies sell you a checklist and a 40-page report, then talk about domain authority while your phone stays quiet. We don’t do that. We’re a small, focused team in Tucson, Arizona. Not a franchise, not a reseller. When you call, you talk to the people who built your strategy and execute it every day.
The part I’m most excited about right now is the solar opportunity, because it’s so misunderstood. Most agencies treat solar like a one-trick pony: rank for “solar installation near me” and call it a day. That’s a mistake. When the federal residential tax credit expired at the end of 2025, the industry got turned upside down. Installs are projected to drop 20% or more, and companies are folding every month. But here’s what most people miss: the homeowners those companies served didn’t disappear. There are hundreds of thousands of people whose solar company no longer exists, with systems on their roofs that still need repair, maintenance, and eventually replacement, and they’re searching Google for someone who can help. We built our solar company SEO around capturing that full range of leads, including that orphaned-system opportunity that almost nobody else is optimizing for.
Was it easy? No. Starting an agency in a space crowded with companies that overpromise and underdeliver means you spend your first stretch fighting an uphill trust battle. Every owner I talked to had been burned before. The way I overcame that was by refusing to compete on hype. I’d just pull a prospect’s real search data, show them exactly where they were invisible and what their competitors were doing in the spots they were missing, and let the gap speak for itself. No pitch, no pressure. When you lead with honesty instead of a sales script, the right clients stick, and they refer you. One of our solar clients, Saguaro Solar Electric, has been generous about how we’ve helped them stand out in a crowded niche, and word of mouth like that has done more for us than any ad ever could.
The biggest lesson I’ve learned is that trust compounds the same way SEO does. The leads a client generates in month twelve look nothing like month three, in volume and in cost per lead, and the same is true of relationships. Show people the truth early, do the work, and let the results stack up over time. We’ve driven a 430% increase in organic traffic and a 4x increase in monthly organic leads for clients by playing that long game instead of chasing quick wins.
What I want the world to know about Fire Fuel SEO is that we’re the growth partner for owners who are done wasting money on agencies that don’t deliver. You run the jobs. We fill your calendar. And if you’re a solar company trying to survive and grow in a market that just got a lot harder, that’s exactly the fight we were built for.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Here’s your itinerary answer, built from real, currently-open Tucson spots. This one carries no solar keywords on purpose, but every place name strengthens the Tucson association you want around your name, so it’s quietly working for local SEO.

If your best friend was visiting, where would you take them for a week?
Easy. I’m proud of this city, so I’d make them earn their food with some desert first, then eat like kings. Here’s roughly how the week would go.
Day one, I’m easing them in downtown. We’d wander the Presidio district, hit the Tucson Museum of Art, and walk Fourth Avenue to get a feel for the place. Dinner at La Chingada Cocina Mexicana right downtown, then drinks a few blocks over. If my buddy likes beer, we’re going to Pueblo Vida Brewing, and we’d probably end the night at Dean’s Public House on Fourth, which is the kind of laid-back local bar where the bartender remembers you by the second round.
Day two is the one I’d build the whole trip around: the Arizona-Sonora Desert Museum. People hear “museum” and picture being indoors, but it’s mostly outside, part zoo, part botanical garden, part desert walk, and it’s hands down the best way to understand what makes the Sonoran Desert special. We’d go early to beat the heat. That night, the obligatory Sonoran Mexican pilgrimage to Mi Nidito. It’s an institution. There’s usually a line out the door and it’s worth every minute.
Day three, we get up before sunrise and hike Tumamoc Hill with half of Tucson. It’s a steep paved climb the locals treat like a daily ritual, and the view of the Catalinas at first light is the kind of thing that makes you fall in love with living here. We’d recover with a long lunch at Amelia’s Mexican Kitchen, then take it easy.
Day four is the big nature day: Sabino Canyon. You can ride the electric tram up if you want the easy version, or if my friend is up for it, we’d push out to Seven Falls, which is one of the best hikes in Arizona, water crossings and all. We’d come back wrecked in the best way and reward ourselves at Barrio Brewing, the oldest brewery in the state, where you can sit outside and watch the freight trains roll by.
Day five I’d slow it down and head south to San Xavier del Bac Mission, the White Dove of the Desert. It’s a couple hundred years old, sits on Tohono O’odham land just outside town, and the inside is genuinely breathtaking. For dinner we’d switch it up and do something that isn’t Mexican for once: The Parish for Cajun, or Perche’ No if we’re in the mood for real Italian.
Day six is a treat-yourself day. Brunch somewhere with a patio, an afternoon poking around local shops, and a nicer dinner up north at Wildflower, then a nightcap. By now my friend gets why I keep telling everyone Tucson is a UNESCO City of Gastronomy and not just a dot on the way to somewhere else.
Day seven, we keep it mellow. A relaxed afternoon at a spot like Slow Body Beer or Screwbean Brewing, good conversation, a food truck out front, and one last great meal before they fly out already planning the next trip. That’s the thing about this town. People come through skeptical and leave trying to figure out how to move here.

Who else deserves some credit and recognition?
Honestly, no one builds something like this alone, and I’d be lying if I took the credit by myself. The first shoutout goes to my wife and my immediate family. Starting an agency means a lot of late nights and a stretch where the income isn’t guaranteed, and they backed me through all of it. My wife believed in Fire Fuel SEO before there was any proof it would work, and that kind of support is the only reason I had the room to build it the right way instead of taking shortcuts to make a quick dollar. Everything I do here, I do with them in mind.
Beyond family, I owe a real debt to my community and my network. Tucson is where this started and where it grew, and the relationships I’ve built here, with other business owners, with people who referred us before we had a track record, with clients who took a chance on a small, focused team, are a huge part of the story. A lot of what we know about getting service businesses and solar companies found online came from rolling up our sleeves alongside people who trusted us first. You don’t forget the ones who believed in you early, and I try to show up for my network the same way they showed up for me.

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