Local SEO Case Studies for Home Service Businesses

The client:

This is a company focused on professional roofing, roof replacement, inspection and design.

Niche:

Roofing

The Solutions:

We worked on developing content on the site and building out service pages. We optimized the homepage for search to increase traffic.

The Results:

Our efforts greatly impacted the traffic and helped contribute to new keyword rankings on site.

This roofing, renovation, and hail restoration company in Florida came to us to increase organic traffic and leads. By optimizing on-page elements, creating optimized localized content, and increasing their local presence in their service areas we increased organic conversions by 26% in a 6 month period. Many of these conversions were for large commercial roofing projects which is where the client wanted to grow as that is the client's most profitable service. We saw very significant increases in searches (+76%) and views (+127%) generated from their Google My Business listing. We also saw steady keyword increases over the first 6 months, jumping up 90+ spots for high search volume keywords like "siding installation", "roofing installation", "roof tarping", and "hail damage roof".

The client started their SEO campaign in August 2023 and is now in their fourth month of working on improving their search visibility through organic methods. Here are the improvements to the metrics.

Google Analytics

User Acquisition

Here is the user acquisition of the website in August - November 2023 as compared to the previous period, April - July 2023. As seen in the image, new users from organic search increased by 16.45%, and engaged sessions from new users increased by 6.54%. The increase in the numbers is a good indication of the positive effect of our campaign.

Traffic Acquisition

For traffic acquisition, users from organic search increased by 15.38%, sessions increased by 7.44%, engaged sessions increased by 9.57%, and events increased by 11.06%.

Google Search Console

For our Google Search Console metrics, clicks improved by 2.73% in August - November 2023 as compared to clicks in April - July 2023. The average position also improved from 48.3 to 44.2.

Google Business Profile

For the client's Google Business Profile, we saw an increase in direction requests. In August - November 2023, we had a 5.4% increase in direction requests compared to 2022 metrics.

We also had a 200% increase in the number of messages in August - November 2023 compared to last year's data.

Calls from Google Business Profile for August - November 2023 need improvement, as we saw a 1.1% decrease.

Keywords

Keywords we track have also increased. As seen, we had the following keywords with their improved positions.

Bellevue

• flat roofing increased by 30 positions in organic desktop results
• commercial roofing increased by 26 in organic desktop results
• synthetic cedar shake roofing increased by 19 positions in organic desktop results
• Local grid results still need improvement.

Kent

• flat roofing increased by 34 positions in organic desktop results
• commercial roofing increased by 12 in organic desktop results
• synthetic cedar shake roofing increased by 12 positions in organic desktop results
• commercial roofing contractor increased by 2 positions in organic desktop results
• Local grid results still needs improvement.

Seattle

• commercial roofing increased by 26 in organic desktop results
• commercial roofing contractor increased by 21 positions in organic desktop results
• roofing company increased by 16 positions in organic desktop results
• roofing company increased by 13 positions in organic desktop results
• synthetic cedar shake roofing increased by 13 positions in organic desktop results
• residential roofing company increased by 6 positions in organic desktop results
• Local grid results show a 0.4 increase but still need improvement.