Industry: Roofing & Exterior · Market: Central Illinois · Timeframe: 6 months
This roofing company had been in business for 11 years and had a solid reputation — but they were invisible online. Searching "roofing company [their city]" put them on page 4 of Google results and nowhere in the Map Pack. Competitors with half their experience and a fraction of their customer base were showing up in the top 3 because they'd invested in local SEO.
Their Google Business Profile was incomplete (no service list, no photos, last post from 2 years prior), their website had no schema markup, and they had 6 Google reviews despite having served hundreds of customers. The gap between their real reputation and their online reputation was significant.
Foundation: Complete Google Business Profile rebuild — all service categories added, 24 new photos uploaded, business description optimized with local keywords, primary category corrected. Launched review request system via SMS to recent customers. 8 new reviews in first 3 weeks.
Citations: Claimed and completed 52 directory listings (Yelp, Bing, Apple Maps, HomeAdvisor, Angi, BBB, Chamber, and 46 others). Fixed 14 inconsistent NAP variations that were diluting entity recognition. All citations standardized to exact business name format.
Website: Added LocalBusiness schema, Service schema for each roofing service, and BreadcrumbList markup. Created 3 service-specific landing pages (asphalt shingle, metal roofing, storm damage). Created city page for their primary service area. Added FAQ content to each service page.
Content + reviews: Weekly Google Business Profile posts (seasonal tips, completed project photos, offers). Monthly blog posts targeting local roofing keywords. Review cadence continued — 14 more reviews added. Began appearing in Map Pack by month 4, reached position 1 for primary keywords by month 6.
Local SEO isn't magic — it's closing the gap between the trust signals Google expects to see from an established business and what your online presence actually shows. An 11-year roofing company with 6 reviews and an incomplete GBP looks to Google's algorithm like a new and unestablished business. Fixing that signal mismatch is the whole game.
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