SEO Case Study: Transforming Local Visibility for a Roofing Company in a city of USA

Client Overview 

Our client, a local roofing company based in Indianapolis, IN, provides a wide range of services, including roof repair and replacement, hail and fire damage restoration, gutter and siding installation, and emergency roof services. When we started working together, they had only 90 reviews on their GMB profile and faced significant challenges in standing out against competitors in the Indianapolis area.

Client Goals and Challenges

The primary goals were to increase organic traffic to the website, generate more leads (both through form fill-ups and phone calls), and improve their local SEO presence. A major challenge was that the client’s competitors were well-established with higher traffic, better GMB profiles, and more GMB reviews. Additionally, none of the client's key service keywords were ranking well on Google, and they were absent from the local map pack, meaning they had limited visibility in local searches.

Upon initiating the project in June 2023, the website’s organic traffic was just 118 visitors per month, and the client had an underdeveloped backlink profile. Despite the competitive nature of the local roofing industry, we identified gaps in the competitors' strategies that presented us with opportunities to gain ground.

SEO Strategy & Implementation

1. Competitor Analysis and Keyword Research 

We began with an in-depth competitor analysis to understand their strengths and weaknesses. This helped us identify opportunities where we could outperform them, particularly in local SEO. We conducted detailed keyword research focused on local keywords that aligned with the roofing services offered.

2. On-Page SEO and Technical Improvements

We carried out extensive on-page optimization across the client’s website. This included optimizing meta titles, descriptions, header tags, and content, ensuring that the keywords we had identified were used effectively. We fixed technical SEO issues, such as improving page speed, optimizing for mobile responsiveness, and structuring the website with schema markup to improve local search visibility.

3. Website Redesign for Improved UI/UX

The client's website was redesigned to improve user experience and make it easier for potential customers to find the services they needed. This redesign helped lower bounce rates, improve session times, and guide users toward completing lead forms or calling directly from the site.

4. Link Building & Citations 

We enhanced the client’s backlink profile by focusing on link building strategies that included acquiring local citations. We made sure the roofing company was listed across multiple business directories and citation platforms, which boosted the trustworthiness of the site.

5. GMB Optimization & Local SEO

We improved the GMB page by updating the business description, adding photos, encouraging customers to leave reviews, and regularly publishing updates. These updates were in the form of promotional offers, informative posts, and posts about ongoing projects.

Results Achieved:

Within 60 days of implementing these SEO strategies, the roofing company saw a significant improvement:

- Organic Traffic Growth: The monthly organic traffic grew from 118/mo to 542/mo, representing a growth of approximately 359.32%.

- Local Map Pack Rankings: The client’s primary keywords started appearing in both the organic SERP and the local map pack, significantly improving local visibility.

- Increased Leads: Lead generation saw a marked increase, with more form submissions and direct calls coming through the GMB profile and website. Phone calls from local searches grew dramatically, driving new business inquiries.

- Increased Calls: He would get 6-10 calls a month before my works. After my optimisation, he started to get 20-48 calls a month on average.

- GMB Review Boost: Active GMB optimization, along with client engagement initiatives, helped increase the number of GMB reviews (from 90 to 135 reviews), further strengthening the client’s local SEO presence.

This case study demonstrates how a comprehensive and strategically implemented SEO campaign can transform a local business’s online presence, especially in a competitive industry like roofing. By improving the website’s on-page SEO, addressing technical issues, focusing on local keyword relevance, and optimizing the GMB profile, we were able to substantially increase visibility, traffic, and leads in just 60 days.

The lessons learned from this project emphasize the power of a well-rounded SEO approach— balancing on-page, off-page, local, and technical aspects of SEO to generate measurable results. For businesses in highly competitive local markets, identifying and exploiting gaps in competitors' strategies, optimizing for user experience, and maintaining an active local presence can make all the difference.