2x The 6 Months Engagement For A Local Based Roofing Service Provider

 

The Challenges

Working for local is more dificult than international SEO, because here you are having limited topical budget because even if you are ranking on generic querry or waste area so it will giving you irrelevant traffic that is not relevant for you. Also they are really least chances to convert them into purchaser. Also the roofing brand website is prevously having hacking attemp that generate lots of junk urls that hurt crawl budget as well the indexing of whole website. Also the current UI & content is so horible so we ned to change each and everything. So it will become a really tough website to deal with:

The Strategy & Execution

Technical Fixes

We began by addressing the technical health of the website. First, we removed junk URLs that were unnecessarily indexed by submitting removal requests through Google Search Console. Then, we tackled duplication and keyword cannibalization issues that were holding back the site’s organic performance. After cleaning the index, we optimized the XML sitemap to reflect only valuable, active pages and refined the robots.txt file to guide crawlers more efficiently. Additionally, we fixed broken links, improved page loading speeds, ensured mobile responsiveness, and implemented basic schema markup to enhance search appearance.

UI Changes For Information Gain Score:

User experience directly impacts SEO performance, so we focused on improving the website’s UI to enhance its Information Gain Score. This included reorganizing content layout, adding FAQs, optimizing service pages with detailed local information, integrating internal linking between related pages, and improving CTAs (calls-to-action) to reduce bounce rates. We also made key sections like services, locations served, and contact details easily accessible to users and crawlers alike.

Local Keyword Research

Understanding the roofing market at a local level was critical. We conducted in-depth local keyword research to identify high-intent search terms specific to the service areas. Instead of only chasing high-volume keywords, we targeted location-specific and service-intent keywords like “roof repair in [City]” and “emergency roofing services near me,” ensuring that our content matched local searcher behavior.

Content Optimization

Next, we optimized all key pages, including homepage, service pages, and city-targeted landing pages. We refined title tags, meta descriptions, headers, and body content to naturally incorporate local keywords without overstuffing. We also refreshed outdated content, added missing service details, and enhanced E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals by including customer reviews, certifications, and detailed service descriptions.

Semantic Region Targeting approach:

To build stronger local relevance, we adopted a semantic region targeting strategy. Instead of simply mentioning city names, we structured content to naturally include surrounding neighborhoods, landmarks, and commonly known areas within the service region. This approach helped us rank not just for city-specific searches but also for smaller local and hyperlocal queries, increasing our visibility across a wider geographic footprint.

GMB Optimization

Google My Business (now Google Business Profile) was a major focus. We fully optimized the listing by:

  • Adding service categories and detailed descriptions

  • Uploading high-quality photos of completed projects

  • Regularly posting updates, offers, and project highlights

  • Collecting and responding to customer reviews promptly

  • Updating service areas to accurately reflect the company’s coverage
    We also built localized citations and fixed NAP (Name, Address, Phone Number) consistency across online directories to strengthen the business’s local SEO signals.

Local Citation Building

To strengthen local SEO authority:

  • Built consistent local citations on trusted directories (Yelp, Angi, BBB, HomeAdvisor, Porch, etc.).

  • Ensured NAP (Name, Address, Phone Number) consistency across all platforms.

  • Disavowed spammy or inconsistent citations that could harm local rankings.

CTR Optimization

We improved organic click-through rates:

  • Rewrote meta titles and meta descriptions to make them more compelling and action-driven.

  • Used emotional and benefit-driven language like “Protect Your Home with Expert Roofing” to boost clicks in SERPs.

Results

By applying all this things we got following significiant improvemnts:

  • 206% increase in clicks, From 339 clicks to 701 clicks.
  • 560% increase in impressions, from 66.5k impression to 375k impressions.
  • last 6 months we got only 34 calls but this month we got 69 calls.