Project Overview
This project focused on scaling the organic and local visibility of a solar panel and roofing services business operating in competitive service areas. The goal was not just rankings, but real business outcomes — calls, visibility, and local authority.
Over a 7.5-month period, we implemented a full-stack SEO strategy combining semantic SEO, local SEO, Google Business Profile optimization, and technical SEO, tailored specifically for local service-based businesses.
Search Console Performance Growth (7.5 Months Comparison)
Organic Search Results
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Total Clicks:
79 → 458
📈 ~480% growth -
Total Impressions:
77.6K → 568K
📈 ~631% growth -
Average Position:
48.5 → 45.1
📈 Consistent upward movement across hundreds of keywords -
CTR:
Stable at 0.1%, expected during large-scale visibility expansion
Insight:
The site entered a strong visibility acceleration phase, where Google began trusting the website across a broader keyword and location set — a critical foundation for long-term lead growth.
Google Business Profile (GMB) Performance
Direct Business Impact (Calls)
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35 inbound calls generated directly from Google Business Profile
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Consistent call activity across multiple months
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Peak performance observed as local visibility strengthened
📞 These are high-intent leads, coming from users actively searching for solar and roofing services in the service area.
Why this matters:
GMB calls reflect bottom-of-the-funnel demand, proving that SEO efforts translated into real customer actions — not just traffic.
SEO Strategy Breakdown
1. Semantic SEO for Local Services
Instead of relying on a few high-competition keywords, we built topical authority around solar and roofing services.
Execution:
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Service-based content clusters (solar installation, roofing repair, replacements)
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Entity-driven optimization (materials, systems, certifications, local relevance)
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User-intent mapping (informational → commercial → transactional)
Result:
The website started ranking for hundreds of relevant long-tail and semantic keywords, driving massive impression growth.
2. Local SEO & Area Targeting
Local relevance was engineered, not guessed.
Execution:
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Location-specific service pages
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Geo-optimized content aligned with search intent
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Internal linking between services and locations
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Local schema and structured data
Result:
Expanded visibility across multiple service areas and “near me” variations.
3. Google Business Profile Optimization
GMB was treated as a core acquisition channel, not an add-on.
Execution:
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Optimized primary and secondary categories
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Service and location alignment with website pages
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Local relevance signals reinforced through SEO
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Consistency between website, GMB, and local entities
Result:
Steady inbound calls and improved local presence, validating the SEO strategy at the conversion level.
4. Technical SEO Foundation
To support growth, the website’s technical health was strengthened.
Execution:
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Improved crawlability and indexation
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Page speed and Core Web Vitals optimization
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Clean URL architecture for services and locations
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Schema implementation for local services
Result:
Search engines could efficiently understand, crawl, and rank the site at scale.
5. Content & On-Page Optimization
Content was optimized for both rankings and conversions.
Execution:
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Improved heading hierarchy and topical depth
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Clear service intent and trust signals
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Optimized metadata for relevance
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Conversion-focused CTAs without harming SEO
Result:
Better keyword coverage and stronger engagement signals.
Final Results & Business Impact
✔ Over 7x growth in impressions
✔ Nearly 5x increase in organic clicks
✔ 35 high-intent calls from Google Business Profile
✔ Strong improvement in average rankings
✔ Scalable SEO system built for long-term growth
This case study demonstrates how semantic SEO + local SEO + GMB optimization can transform a local solar and roofing business into a search-driven lead engine.