Case Study · Roofing Website Redesign & SEO

Website Redesign 3X's SERP Coverage

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

Industry: Roofing Service: Website Design & SEO Timeframe: A few months

01Starting Point
02Problems
03Strategy
04What We Did
05Results

The Short Version

TL;DR:

We redesigned a local roofing company’s slow, outdated 11-page website into a 34-page site built around topical authority. The new site earned more than 3X the keyword SERP visibility and 187% more keywords in the top 10, with clicks up 40%, impressions up 32%, and ranking up 61%.

Quick answers

Who: A local roofing company in a major metropolitan area and a highly competitive niche, with main keyword CPCs from $15 to $18.
Starting point: An 11-page site with a best ranking of position #7 for two low volume keywords. Most ‘near me’ searches ranked from position 50 to outside the top 200.
What we did: Competitor and keyword research, a topical map and silo architecture, a full redesign, technical and on-page SEO, location pages, Google Business Profile work, analytics and Search Console setup, and social profile setup.
Result: More than 3X keyword SERP visibility and 187% more keywords in the top 10, on a site that grew from 11 to 34 pages.
Timeframe: A few months.

Results at a Glance

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

Keyword SERP visibility 3X

Before

After

187%

Increase in Top 10 KWs

61%

Ranking Increase

40%

Clicks Increase

32%

Impressions Increase

Content expansion

Pages on the website, before and after the redesign

Before

After

Overview

Introduction

A local roofing company came to us with an outdated, slow website that ranked poorly in local search. The site had eleven pages and half a dozen old posts, and its best ranking was position #7 for two low volume roofing keywords. It was not built for a serious local contractor seeking top local rankings, and it lacked the foundation to expand and rank in multiple locations.

This case study shows how a full website redesign and SEO strategy improved search performance and online visibility. The result was more than 3X the keyword SERP visibility and 187% more keywords ranking in the top 10.

01 · Starting Point

Initial Data

The client is a roofing business in a major metropolitan area, in a highly competitive niche. The cost-per-click (CPC) for their main keywords ranges from $15 to $18, which reflects that competition. For most of their ‘near me’ searches, the site ranked between position 50 and outside the top 200 results.

Online visibility was limited and rankings were weak. The site had only 11 pages, poor on-page SEO, thin content on location pages, and inadequate internal linking. It also lacked full topical coverage and a consistent SEO strategy.

Keyword research result for roof replacement near me showing 9,900 monthly searches and a $15.89 cost per click — **Keyword research**Search volume and CPC for a core roofing term.

Rank tracker table of near me roofing keywords with the roof replacement near me row highlighted and no ranking position recorded in the highlighted column — **Rank tracker**Near me roofing terms at the start of the project.

At the start of the project, the site had minimal visibility in search and most targeted keywords ranked poorly. That limited the organic traffic and new leads the business needs to grow. The site also lacked current local SEO practices, which help a site rank higher in local search and the 3 Pack.

28%

of all clicks go to the first organic result on Google

91%

of all pages never get any organic traffic from Google

Recent studies from 2024 show that nearly 28% of all clicks go to the first organic result on Google. Research also indicates that 91% of all pages never get organic traffic from Google, mainly because they lack backlinks and search visibility (Ahrefs). These numbers show why effective SEO matters for rankings, organic traffic, and business growth.

Line chart of tracked Google SERP positions from February to June 2024 for two roofing keywords, sitting between roughly position 30 and 70 for most of the period before moving up in late May — **Tracked rankings**SERP positions for tracked roofing keywords, February to June 2024.

02 · The Gaps

Problems & Challenges

Limited Content

The existing pages had little content, so search engines could not tell how the site related to roofing queries.

Insufficient Areas Served Pages

The site had no complete pages for the specific areas served, which local SEO depends on.

Thin Content on Location Pages

The location pages that did exist had thin content and did not give enough information to rank for local searches.

Lack of Topical Coverage

The site did not cover all the relevant roofing topics, so it showed little authority on the subject.

Poor On-Page Optimization

Meta tags, headers, and internal links were not set up properly, which hurt the site’s overall performance.

Poor Location Page Optimization

Location pages did not target local search terms, which limited visibility in local search results.

Bad Internal Linking

The internal linking structure was poor, so search engines had trouble crawling and indexing the pages.

Together, these issues hurt the site’s search performance and limited its ability to attract and convert visitors. A website audit showed the site needed major work on content, structure, and on-page SEO. Our goal was to improve the site’s visibility, authority, and user experience, which would bring more organic traffic and more leads to the client.

Does your website have similar problems? We can help. We work on your site’s content, structure, on-page SEO, and website design and branding so it shows more authority, is easier to use, and is easier to find, which brings more organic traffic and more leads to your business.

Google Analytics line chart comparing total users over 30 days with the previous 30 days, with daily traffic moving between roughly 10 and 60 users — **Analytics**Total users over 30 days against the previous 30 days.

03 · The Plan

Strategy

To address these challenges, we built and carried out a strategy with these parts:

Competitor Analysis

We analyzed the top ranking websites in both organic SERPs and the 3 Pack, then reverse engineered the ranking strategies they use.

Keyword Research & Analysis

We ran extensive keyword research to find high-value search terms and work them into the site.

Topical Mapped Web Architecture

We built a structured content map to establish topical authority in the roofing niche.

Website Silo and Navigation

The silo and navigation give visitors a smooth path through the site and put topics and subtopics in a logical order, which helps crawling and indexing.

Keyword research spreadsheet of high-volume roofing keywords with monthly search volume and US cost per click, including roofing company near me at 165,000 searches — **Keyword research**Search volume and CPC for high-value roofing terms.

Semantic graph spreadsheet listing roofing subtopic nodes such as services, materials, and technologies, with source and target node relationships listed below — **Semantic graph**Roofing subtopics and how they connect.

Proposed website silo spreadsheet with Home, Services, Solutions, and Areas main categories and subpages such as residential roofing, asphalt shingles, and areas served — **Proposed silo**Main categories and service pages, mapped before the build.

Website Design/Redesign

A complete redesign that produced a 40-page website.

Custom Elementor Kit ($100 Value)

We provided a tailored Elementor kit to improve the site’s visual appeal and functionality.

10 Pack Of Custom Web Graphics For Your Top Pages ($100 Value)

We built custom graphics to improve user engagement and visual storytelling.

Website Optimization

Technical SEO & Site Performance

We applied technical SEO best practices to improve site speed, mobile responsiveness, and overall performance.

Location Page Optimization

We built out location pages for better visibility in local searches and Google Maps.

Location page auditThe checklist each location page was reviewed against.

Analytics report listing full page URLs by total users and event count from May 1 to June 1, 2024 — **Site performance**Page-level traffic and events from analytics.

Full On-Page Optimization

We improved meta tags, headers, content, and internal linking to strengthen on-page SEO.

Google Analytics Setup

We set up Google Analytics for detailed traffic analysis and performance tracking.

Google Search Console Setup

We configured Google Search Console to monitor search performance and indexing issues.

Social Media Optimization

Local Presence & Client Alignment

Google Business Optimization

We worked on the Google My Business profile to improve local search presence.

3 Zoom Design & SEO Sessions

We held sessions so the client understood and agreed with the design and SEO strategies.

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

Access Prompts

04 · The Build

What We Did

Website Design/Redesign (40 Pages)

We expanded the site from 11 to 34 pages, with a content strategy that covers every necessary topic thoroughly. The redesign improved user experience, navigation, and visual appeal, so visitors stay engaged and spend longer on the site.

SERP position chart from April to May 2024 with a red arrow marking the May 17th website redesign launch, followed by a sharp jump in ranking position — **Redesign launch**Rankings after the May 17th launch.