Roofing Company Promotion

Promoting a roofing company in the USA is directly tied to local promotion or home services promotion. These services can be provided, depending on the size of the company, very locally (within a single city), regionally (within a single region, such as a state — several cities), or across multiple states — throughout the entire country, meaning practically in all states.
The primary characteristic of this business is its regional nature.

We took on the website of the Mid-Cities company — a local roofing company providing roof repair and construction services in the cities of San Antonio and Weatherford, as well as in all the small towns nearby.
The primary objective — increase the company’s visibility in Google Maps.

Profile visibility at the start of the engagement:

In Weatherford, the GBP profile visibility for the primary keyword “roofing contractor” was essentially zero.

As usual, we start by studying the initial data. We break it down into two components:

• website audit
• GBP profile audit (two profiles in two cities)

A quick audit of the website immediately revealed a huge number of problems related to both its technical components and its semantic ones. Among the main ones, we will highlight the following:

• absence of a well-developed, high-quality structure (simply a collection of pages haphazardly linked together)
• non-functional sitemap — the search engine was simply unaware of some pages
• incorrect generation of the homepage
• a large number of errors in internal links
• poor headings
• absence of proper HTML page markup — a consequence of the unstructured solution
• keyword spam in the text for the primary keywords
• heading spam on important traffic-driving pages

The list could go on — this solution had every problem that could possibly exist from an SEO optimization standpoint. The detailed audit results can be found in this document: Mid-Cities audit.

Unlike the website, there were significantly fewer errors in the profile setup and content. The main ones were:

• additional categories were missing
• spam on the primary keyword
• incorrect website link
• in the San Antonio location — very few reviews

Based on these two audits, a work plan was put together. More details about it can be found in the file referenced above. Here we will list the items and their sequence:

Bring the website to the state shown in the figure (structure creation):

In the figure: 3 isolated semantic silos, implementation of two independent blogs for case studies, creation of a proper URL system for posting.

Conclusions:

1. Promotion can be carried out independently for each silo: for the primary website semantics — BLOG; for the Weatherford location — case studies for Weatherford; for the San Antonio location — case studies for San Antonio
2. Resolve all technical issues: duplicate titles, descriptions, headings, pages, and deal with non-existent URLs
3. Fill in the GBP profiles for both locations as completely as possible, including the option of changing the name

The list of required actions was laid out in detail after the audit. Below are the main steps.

Create two case study pages weekly: one for promoting location 1 and one for location 2 (Weatherford and San Antonio).

Create two GBP posts weekly for the different locations.

Duplicate the GBP posts for each location into the directories, having first registered the companies in them.

Obtain 20–30 links from local forums at the state level.

Write 20 articles over the course of 6 months on roofing topics and publish them on the website.

Use photos with EXIF tags. As the primary tags, use the location coordinates for each city.

Over two months of work, despite the difficulties in bringing the website to a, let’s say, functional state, the following progress in GBP profile visibility was achieved.

Data from the Local Falcon service analysis for the primary keyword:

As we can see from the reports provided, the Weatherford location grew very significantly. It covered almost the entire area around it, ranking in the Top 1 position. This happened as soon as we substantially reworked the website structure and made some minor adjustments to the profile settings.

Unlike Weatherford, the San Antonio location showed absolutely no growth dynamics. Not least because, over a significant period of work, the location has very few reviews. And that is undoubtedly something that needs to be worked on.

We cannot influence the internal problems of a business, but we can do everything possible to improve its online presence. Therefore, the decision was made to handle the San Antonio location as follows: provide as many positive signals as possible through the website. And then observe the dynamics of the results. And here is what we saw a month later:

As we can see, the location’s visibility has shown a clear positive trend.

The profile’s ranking is growing. We are likely doing everything correctly, so we continued in the same direction. And here is the visibility measurement of the company another 1.5 months later:

We can see that despite the small number of reviews, our location is ranking quite well, which can be considered an excellent result. It can undoubtedly be improved by continuing to work in the same manner. Which is exactly what we will do.

During the work, we encountered very significant problems. In fact, we were one step away from failure. The issue was that the website development in this project was not on our end. And the client simply could not get a timely response from the contractor to make changes to the page.

On top of everything else, the website had to be significantly changed. In essence, we were creating a new solution. And that was the core of the problem. Because in most cases, it is easier to build from scratch than to repair and patch up something that is simply no longer relevant. Fortunately, we found understanding on the developer’s side and still managed to implement part of our structure. However, things could be improved even further if all of our recommendations were taken into account.

Once again we are convinced that a project of virtually any quality can be promoted in Google Maps. With systematic work, a properly built website, and regular posting, it is possible to significantly change the state of affairs from zero to a tangible level within three to six months. And promoting a roofing company in the USA is no exception. This case study confirms everything stated above.

Reach out — we would be happy to help promote your local business!

Promote a roofing company