This case study outlines the transformation of a roofing business’s online presence, focusing on Google Business Profile (GBP) optimization and website performance. Initially, the website and GBP were underperforming, but through strategic interventions, significant improvements were achieved.
Google Business Profile (GBP) Optimization
Before Optimization
The GBP was in a basic, unoptimized state with the following issues:
- No GBP posts or updates.
- Lack of optimized services, keywords, brand keywords, or location-specific keywords.
- No additional services listed.
- Absence of social media integration.
- Minimal GBP optimization.
- Monthly Calls: 7–12 calls per month.
After Optimization
After implementing a comprehensive GBP optimization strategy, the following improvements were observed:
- Advanced GBP Optimization:
- Regular GBP posts with relevant content.
- Optimized services, including primary and additional offerings.
- Incorporation of brand, location, and niche-specific keywords.
- Integration with social media channels.
- Enhanced profile with high-quality images, updated business information, and customer reviews.
- Monthly Calls: Increased to 58–71 calls per month, reflecting a significant boost in lead generation.
Call for Service after Optimization:
Website Performance (Google Search Console Data)
Before Optimization
The website’s performance in Google Search Console (GSC) was limited:
- Clicks: 31 per month.
- Impressions: 5.51K per month.
After Optimization
Post-optimization efforts resulted in substantial growth:
- Clicks: Increased to 118 per month (a 280% improvement).
- Impressions: Grew to 25K per month (a 354% increase).
- Key strategies included:
- Landing Page Optimization: Improved user experience, faster load times, and mobile responsiveness.
- GBP Website Optimization: Aligned the GBP website with the main site for consistent branding and messaging.
- On-Page SEO: Optimized meta tags, headers, and content with location and niche-specific keywords.
- Off-Page SEO: Built niche-relevant citations, guest posts, and geo-relevant Web 2.0 properties.
Additional Strategies Implemented
- Competitor Analysis:
- Conducted a thorough analysis of competitors to identify gaps and opportunities.
- Leveraged insights to refine keyword targeting and content strategies.
- Niche-Relevant Citations:
- Secured high-quality citations on industry-specific directories to boost local authority.
- Guest Posts and Web 2.0 Properties:
- Published guest posts on authoritative roofing and home improvement blogs.
- Created geo-relevant Web 2.0 properties to enhance local search signals.
- Work Improvement Sheet:
- Maintained a detailed log of tasks, progress, and results to ensure transparency and track performance.
Results Summary
The Local SEO campaign transformed the roofing business into one of the top-performing roofing websites in Indianapolis. Key achievements include:
- GBP Calls: Increased from 7–12 to 58–71 per month.
- Website Clicks: Grew from 31 to 118 per month.
- Impressions: Rose from 5.51K to 25K per month.
- Site Health: Improved through technical SEO, content optimization, and link-building efforts.
This case study demonstrates the power of a well-executed Local SEO strategy in driving measurable results for a local business.