We reached out to a roofing company in California because a client of ours thought they could use our help. After diving deep into their business, website and market, we collectively decided SEO would be a good investment for them. This client had experimented with Google Ads but felt the return was abysmal. They understood that SEO was a better investment for their business model, but something they would need to be patient with.
The SCOOP strategy is implemented for all our SEO clients:
S – specify
C – core
O – on-page SEO
O – off-page SEO
P – progress
This is the first step in our process, defining the keywords that we want to go after (keywords we want
to rank #1 on Google for). We found the highest volume keywords to be “roofing company + City” and “roofing contractor + City”. There were secondary keywords we decided to target as well, “roofers + City”, “roofing + City”, etc.
We wanted to make sure we laid a solid foundation for our SEO efforts by making the client’s website technically sound. This client’s website needed a complete overhaul and the first month of our work was spent reconstructing the site. We knew our SEO work would not yield the results we hoped for if our foundation was shaky.
The on-page content was dated and minimal. As part of our technical overhaul, we rewrote all the content on the website. We were demonstrating to Google that the business was relevant today and that the business was a roofing expert in their market.
The main focus of off-page SEO is building backlinks. Backlinks are essentially links from other websites. You can view them as votes. The more HIGH-QUALITY VOTES a website has, the
better it ranks.
But it’s not as simple as that.
With backlinks, it’s all about QUALITY.
We leveraged our network of high-authority websites to begin backlinking to our client’s website. It is important to slowly drip these backlinks, target the correct anchor term, and make sure the backlinks are do-follow links.
Our progress reports are vital to our SEO efforts. Without key indicators and benchmarks, it is difficult to understand what is working and what needs to be improved. It was also very important to our client as they were still early on in running their business and did not want to waste time asking what their SEO agency was doing for them. Our monthly reports kept them informed and encouraged.
Using Google Analytics, Google Search Console, and SEO software we were able to monitor our keyword positions and the traffic coming into the site. We saw our client’s website reach the first page for several secondary keywords in the first few months. By month 6 we reached the first page for our primary keywords and from there we climbed to the top spots of the first page.
(SEO timelines can fluctuate depending on a number of factors. The primary factors are competition, website age, and the SEO firm performing the work.)
Our ongoing SEO efforts for this client are keeping them in the top spots by naturally adding backlinks, publishing fresh, relevant content, and monitoring Google updates. Below is a screenshot of the results we achieved for our client: