SEO Roofing Case Study
How we tripled the number of monthly Leads for our New Jersey client

Everybody’s eyes are on Facebook! Mr. Zuckerberg did an excellent job inventing the aforementioned social platform.

Two billion people across the world use it on a daily basis, connecting with each other and sharing flattery pics of themselves. Hate it or love it, it is huge, and it’s not all about posting how you feel today or showing off amazing pics of the exotic location you visited while everybody else was stuck in the office. It’s also about ADVERTISING. Actually, about the incredible advertising abilities, Facebook offers to businesses worldwide. It is cheaper than classical marketing methods, less annoying than door knocking. But it takes skill to rock Facebook Ads and generate high-quality roofing leads.

I’ll start this case study by saying: “SEO works!” If you’re not familiar with the term – SEO is the art of ranking on the famously known Google, and I claim with confidence that it works great.

I am started off with a bold claim about the greatness of SEO since the art of ranking on Google got a bad reputation in the roofing industry. Quite unfairly, I must say. The thing is that

SEO (and digital marketing services in general) have a low barrier to entry. Nowadays, anybody can watch two or three courses on SEO and call himself SEO guru. His Guruness can fuck your business up quite badly. You need more than a course to rock SEO.

Most of my roofing clients were tricked by the self-proclaimed SEO gurus – newbies without knowledge and experience. Hopefully, I brought the faith in digital marketing back to them. In this case study I’m about to show you how to rock SEO. Read, learn and regain the belief in the power of SEO.

How To Rank A Roofer In The State Of New Jersey In 20 Different Locations?

Here’s how we did it!

Our roofing SEO client was already ranking decently in 6 cities and 4 counties in the state of New Jersey. Client’s wish was to push the current rankings up! & to add 10 more cities across the state. Anybody who is targeting multiple cities has to have a proper page on their website – a page targeting a certain city which contains a 100% unique content.

Here’s an example:

Which GOALS Did We Set?

Before starting to do our SEO magic, we set some goals. Running forward without the strategy and plan makes no sense. Before you start any digital marketing activities, please determine your KPI’s. Don’t act like a beheaded fly, moving through space and continuum without a direction.

Here are the goals we were determined to reach:

Double the amount of leads coming from organic Google search

Generate phone calls & form submission to schedule in person consultations

Push the current rankings up

Add 10 more cities and rank them on top

The Approach We Used

First, we fixed all the technical issues with the website. We fastened the website speed, removed non-relevant pages and added more content about roofing.

After setting up solid foundations, we added 10 new city pages with which we targeted an additional 10 cities.

Then we optimized user experience on the mobile version, started local outreach and guest posting. Voila!

Wondering What Came Out Of It?

ASS KICKING RESULTS!

133% MORE TRAFFIC ON A MONTHLY BASIS → from 300 visitors to 700 visitors a month

We ranked for over 1000 keywords (initially our client was ranking for only 200 keywords)

TRIPLED THE NUMBER OF LEADS! Until we came to the scene, our client was getting 20 leads a month. That’s not bad…but we got him 61 leads a month! Now that’s great!

And finally…HERE’S HOW WE DID IT →

SEO consists of the ON-PAGE SEO (your website) and OFF-PAGE SEO (backlinks e.g., linking other websites to your website). If you have both things on point, you will rank! As simple as that.

But if it’s that simple, why do people fail when it comes to SEO?

It’s because they don’t know how to do on-page SEO.

They don’t adjust their strategy when Google pushes out an algorithm update which happens 3–5 times a year. What worked last year, may not work anymore.

Secondly, they fail at building quality backlinks. They don’t build them at all, or they buy low-quality backlinks.

Also, the problem may be in budgeting. SEO costs. You can’t expect to get awesome results if you don’t invest a right sum of money in SEO activities. For example, if you pay somebody $500 a month to do SEO, they’ll be able to work on your ON-PAGE SEO for 5 to maximum 10 hours a month (which is not enough for getting awesome results) and able to build only 1 to maximum 2 backlinks. Not good. Not enough for driving real results.

Here are the approximate budgets for SEO:

Really small cities (up to 30 000 population) – less than $1000
Small to mid-size cities (30 000 – 150 000) – $1000 to $2500
Mid-sized cities – $2500 – $5000 (depending on the competition in that city)
Big sized cities – $5000+

This is valuable data which gives you an opportunity to evaluate SEO if you’re currently paying somebody to do it. You can determine if you’re underpaying or overpaying your SEO. For example, if you hired an agency, and you’re paying them $500 a month to do SEO in a big city like Dallas, there is a tiny chance you’ll rank (ever). In this case, you’re underpaying. Invest. It WILL pay off. In case you’re overpaying SEO – you’ll have better quality backlinks, you’ll rank for more keywords and get way more traffic.

The time IS NOW! LET ME BRAG ABOUT OUR RESULTS A BIT!