Website Redesign
3X's SERP Coverage

ReDesigning a Roofing Website for Local Topical Authority and 3X More Keyword SERP Coverage

Chaz Edward's SEO Strategy 3X More Keyword SERP Coverage

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We recently had the opportunity to work with a local roofing company suffering from an outdated, slow website that underperformed in the local SERPs. The website boasted a total of eleven pages and a half a dozen old posts and the best ranking it produced was position #7 for two low volume roofing keywords. This wasn’t a website for a serious local contractor seeking top local rankings and the foundation necessary to expand and rank in multiple locations.

This case study explores how addressing these issues through a comprehensive website redesign and optimization strategy led to substantial improvements in search performance and overall online visibility., specifically more than 3X’ing their keyword SERP visibility and increasing by 187% the number of keywords ranking in the top 10.

Initial Data

This client, a roofing business located in a major metropolitan area, operates in a highly competitive niche. The cost-per-click (CPC) for their main keywords range between $15 and $18, indicating intense competition. And for most of their ‘near me’ related searches they ranked dismally between position 50 and nowhere (not in the top 200 results).

The client had limited online visibility with suboptimal search performance and rankings. Their website had only 11 pages and suffered from poor on-page optimization, thin content on location pages, and inadequate internal linking. You could see the site lacked comprehensive topical coverage and a cohesive optimization strategy.

At the beginning of the project, the client’s site had minimal visibility on search engines, with most of their targeted keywords ranking poorly. This low visibility severely impacted their ability to attract organic traffic and generate new leads, which is essential for their business growth. And at the same time their website was not benefiting from the latest local optimization which would also help them rank higher in local search and the 3 Pack.

Recent studies from 2024 reveal that nearly 28% of all clicks go to the first organic result on Google. Additionally, research indicates that 91% of all pages never get any organic traffic from Google, primarily due to the lack of backlinks and poor search visibility (Ahrefs). These statistics underscore the critical need for effective SEO strategies to enhance search rankings and drive business growth by improving online visibility and attracting more organic traffic.

Problems & Challenges

  • Limited Content: The existing pages had limited content, making it difficult for search engines to understand the site’s relevance to various roofing-related queries.
  • Insufficient Areas Served Pages: The website lacked comprehensive pages detailing the specific areas served, which are crucial for local SEO.
  • Thin Content on Location Pages: The location pages that did exist were thin on content, failing to provide sufficient information to rank well for local searches.
  • Lack of Topical Coverage: The site did not cover all relevant topics within the roofing niche, resulting in a lack of authority on the subject.
  • Poor On-Page Optimization: Many on-page SEO elements, such as meta tags, headers, and internal links, were not optimized, affecting the site’s overall performance.
  • Poor Location Page Optimization: Location pages were not properly optimized for local search terms, limiting visibility in local search results.
  • Bad Internal Linking: The site had a poor internal linking structure, making it difficult for search engines to crawl and index the pages effectively.

These issues collectively contributed to the website’s poor search engine performance and limited its ability to attract and convert visitors. A thorough website audit revealed the need for significant improvements in content, structure, and optimization. By addressing these problems, we aimed to enhance the site’s visibility, authority, and user experience, ultimately driving more organic traffic and generating more leads for the client.

If you are experiencing similar issues with your website, we can help you achieve better results. By improving your site’s content, structure, optimization, website design and branding, we can enhance its visibility, authority, and user experience, driving more organic traffic and generating more leads for your business. Let us help you transform your website into a powerful tool for growth and success.


To address these challenges, a comprehensive strategy was developed and executed, including:

  • Competitor Analysis: We analyzed the top ranking websites both in organic SERPs and also in the 3 Pack and reverse engineered the ranking strategies being used.
  • Keyword Research & Analysis: Conducted extensive keyword research to identify high-value search terms and integrate them effectively.
    • Topical Mapped Web Architecture: Created a structured content map to establish topical authority in the roofing niche.
    • Website Silo and Navigation: Ensures a streamlined and smooth visitor experience and also the logical ordering of topics and subtopics for better crawling and indexing.
  • Website Design/Redesign: A complete redesign resulting in a 40-page website.
    • Custom Elementor Kit ($100 Value): Provided a tailored Elementor kit to enhance the site’s visual appeal and functionality.
    • 10 Pack Of Custom Web Graphics For Your Top Pages ($100 Value): Developed custom graphics to improve user engagement and visual storytelling.
  • Website Optimization:
    • Technical SEO & Site Performance: Implemented technical SEO best practices to enhance site speed, mobile responsiveness, and overall performance.
    • Location Page Optimization: Optimized location pages for better visibility on local searches and Google Maps.
  • Full On-Page Optimization: Improved meta tags, headers, content, and internal linking to boost on-page SEO.
    • Google Analytics Setup: Set up Google Analytics for detailed traffic analysis and performance tracking.
    • Google Search Console Setup: Configured Google Search Console for monitoring search performance and indexing issues.
  • Social Media Optimization:
    • YouTube Channel Setup: Created and optimized a YouTube channel to leverage video content for SEO.
    • Facebook Business Page: Optimized the existing Facebook account. Wrote a new bio and an about me. We elaborated more there about the company and made sure to use all the keywords and all the info there. Changed the ALT text for the profile and cover pictures. 
    • LinkedIn Page Setup: Optimized the existing LinkedIn account, designed and changed the profile and cover pictures, and wrote a new description using keywords.
    • Instagram Brand Profile: Optimized the existing Instagram account. Wrote a new bio, and added the keywords. 
    • Pinterest Board Setup: Created Pinterest boards to drive traffic through visual search.
  • Google Business Optimization: Optimized Google My Business profile to improve local search presence.
  • 3 Zoom Design & SEO Sessions: Conducted sessions to ensure client understanding and alignment on design and SEO strategies.

Swipe the AI Topic Mapping Prompts We Used to 3X Keyword Visibility

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What We Did:

Website Design/Redesign (40 Pages): We expanded the site from 11 to 34 pages, incorporating a robust content strategy to cover all necessary topics thoroughly. The redesign focused on improving user experience, navigation, and visual appeal to keep visitors engaged and encourage longer site visits.

Keyword Research & Analysis: Extensive research identified high-value search terms. The findings were used to develop content and optimization strategies. This step ensured that the website content was aligned with what potential customers were searching for, thereby increasing the chances of attracting relevant traffic.

Content Creation, Optimization and Improvement: 

Custom Graphics: A pack of 10 custom web graphics for top pages, enhancing visual engagement and improving user experience. These graphics were tailored to the client’s branding and designed to make the website more visually appealing and professional.

Technical SEO & Site Performance

Implemented improvements to enhance site speed, mobile responsiveness, and overall technical performance. Technical SEO fixes included optimizing images, leveraging browser caching, and improving server response times to ensure the site loaded quickly and efficiently on all devices.

Location Page Optimization

Enhanced location pages for better visibility in local search results and Google Maps. This included adding more detailed and specific content about the services offered in each location, optimizing metadata, and ensuring NAP (Name, Address, Phone number) consistency across all listings.

Full On-Page Optimization

Improved meta tags, headers, internal linking, and overall content quality to boost on-page SEO. This comprehensive optimization ensured that each page was fully optimized for its target keywords and provided a better user experience.

Topical Mapped Web Architecture: Developed a detailed content structure to ensure comprehensive topical coverage and improve the site’s authority in the roofing niche. This involved organizing content into thematic clusters to signal to search engines that the site is a comprehensive resource on roofing topics.

Google Business Optimization: Optimized the Google Business profile to improve local search visibility. Enhancements included updating business information, adding photos, collecting reviews, and engaging with customers through posts and updates.

Google Search Console Setup: Set up Google Search Console to monitor search performance and address indexing issues. This tool provided insights into how the site was performing in search results and helped identify and fix any technical issues that could hinder performance.

Google Analytics Setup

Configured Google Analytics for detailed insights into traffic and user behavior. This setup allowed the client to track key metrics such as visitor numbers, page views, and conversion rates, helping them understand how visitors interact with the site.

Social Media Setup

Established and optimized profiles on Facebook, Instagram, LinkedIn, YouTube, and Pinterest to broaden the client's online presence and engagement. Each platform was used to share relevant content, engage with followers, and drive traffic back to the website.

Design & SEO Sessions

Conducted multiple Zoom sessions to align on design and SEO strategies, ensuring client understanding and participation. These sessions provided the client with detailed insights into the changes being made, the reasons behind them, and how they would impact overall performance.


Keyword Performance

Significant increases in rankings across numerous keywords. The client’s website now ranks for many high-value keywords, as shown in the attached images. For instance, keywords related to roofing services saw substantial improvements, with several jumping from positions in the 50s to the top 10. This dramatic rise in keyword rankings significantly boosted the site's visibility, driving more organic traffic and potential leads.

Content Expansion

The number of web pages increased from 11 to 34, providing more comprehensive coverage and better optimization. This expansion allowed for a more detailed presentation of services, better targeting of local areas, and improved overall site structure. The additional content helped to address a wider range of search queries, enhancing the site's authority and relevance in the eyes of search engines.

Search Performance

The site’s visibility improved dramatically, moving from lower positions to top ranks for several keywords. The graph clearly illustrates a sharp increase in search rankings post-redesign. This heightened visibility ensured that the client appeared more frequently in relevant searches, making it easier for potential customers to find their services.


This campaign lasted for a few months and involved a thorough redesign and optimization process. The investment in this strategy resulted in substantial improvements in search performance, visibility, and keyword rankings. These results have the potential to increase the client’s leads, sales, and overall revenue, showcasing a clear return on investment.

The detailed keyword ranking improvements, as evidenced by the attached images, highlight the success of the implemented strategy. The client’s business is now well-positioned to dominate its niche, attract more customers, and achieve sustained growth.

Are you struggling to get your website noticed in the crowded digital landscape? Our expert SEO consulting services are here to help. Let us transform your online presence and drive more organic traffic to your site, turning visitors into loyal customers. Discover the difference that professional SEO consulting can make for your business today!


In a competitive digital landscape, thriving in Local SEO demands strategic finesse and a deep understanding of the industry dynamics.

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