NDA Project
Roofing SEO Case Study: 188% Traffic Growth and 145% More GBP Leads
A leading residential roofing contractor serving Michigan struggled to generate consistent local leads despite strong service demand. The website targeted broad national keywords while local search signals remained weak, limiting visibility in Google search and Maps.
This roofing SEO case study shows how Kodescape LLC rebuilt the company's local SEO foundation. Organic traffic grew 188%, keyword rankings increased 62.5%, and Google Business Profile leads rose 145%.
Measurable Impact
Strategic local SEO improvements delivered stronger search visibility, traffic growth, and local lead generation.
The improvement in our local visibility has been remarkable. Homeowners across our service areas are finding us more easily through search and Google Maps. Traffic, calls, and leads have all grown steadily since working with Kodescape LLC.
Director of Operations
Construction Company (NDA)
Business context
This leading residential roofing contractor operates across multiple service areas in Michigan, offering roofing and exterior improvement services for homeowners. While the business had an established reputation and steady demand, its digital infrastructure lacked the structure needed to support scalable search visibility. Several local assets, including Google Business Profiles and service pages, required better alignment to strengthen regional discovery and support consistent lead generation.
Key challenges:
- Website targeted national keywords instead of local search terms
- Three Google Business Profiles lacked proper optimization
- Website functionality issues affecting usability and indexing
- Difficulty appearing in Google's local map pack
- Poor NAP and citation consistency across directories
- Weak location signals across service pages
- Limited presence across AI search platforms
Work Approach
Kodescape approached this project by strengthening the company's local SEO infrastructure. The focus was on improving technical performance, strengthening local signals, and increasing visibility in both traditional search and AI-driven discovery platforms.
Multi-Location Website Functionality
The website was rebuilt to support multi-location search visibility, ensuring every office and service page could be properly crawled, indexed, and ranked in local search results.
- Built a locally structured website supporting all office locations and services
- Created and SEO-optimized dedicated pages for every office location
- Indexed all location pages to strengthen local search visibility
- Developed unique service pages under each office to prevent duplicates
Technical SEO Improvements
Technical improvements helped search engines better understand the website and improved overall search visibility.
- Technical SEO audit and issue resolution
- Metadata and heading structure optimization
- Improved crawlability and indexation
- Structured data improvements for service pages
Google Business Profile Optimization
Google Business Profiles were optimized to improve local map pack visibility and increase local lead generation.
- Optimization of three GBP listings
- Improved service categories and descriptions
- Properly added and categorized GBP products
- Strengthened engagement through posts and updates
NAP and Citation Consistency
Consistent business information across directories strengthened trust signals and improved local search authority.
- Standardized name, address, and phone information
- Cleaned inconsistent citations across directories
- Improved listing accuracy across platforms
- Strengthened local trust signals for search engines
AI Search Visibility
Structured content improvements increased visibility across emerging AI-driven search platforms.
- Optimized content for AI search discovery
- Improved structured answer visibility
- Strengthened citation signals across AI platforms
- Improved authority signals for AI-driven search
Before Kodescape vs After Kodescape
Before Kodescape
Organic traffic remained around 4,500 monthly visitors
Ranking keywords stayed around 4,000 with limited high visibility positions
Local map pack visibility remained weak across service areas
Google Business Profiles generated limited inbound calls and leads
Citation inconsistencies weakened local trust signals
After Kodescape
Organic traffic increased to 13,000 monthly visitors, showing strong growth in demand
Ranking keywords expanded to 6,500 terms with broader search visibility
Top 3 rankings increased from around 120 to over 450 keywords
Google Business Profile leads grew by 145%, reaching about 988 monthly leads
Local visibility improved across Michigan service areas
Result in Details
Organic Traffic and Keyword Visibility Growth
- Organic traffic increased from 4.5K to 13K monthly visitors, a 188% growth
- Monthly traffic grew by about 8,500 additional visitors from organic search
- Ranking keywords increased from 4,000 to 6,500, a 62.5% growth overall
Local Leads and Google Business Profile Growth
- Google Business Profile performance improved across local searches
- Calls and leads from GBP increased by 145%, reaching about 988 monthly
- Local map visibility strengthened across roofing service areas
AI Search Visibility and Authority Growth
- Visibility improved across AI platforms including ChatGPT and Gemini
- AI visibility score reached 26 with 168 mentions and 80 cited pages
- AI discovery signals strengthened overall search authority and reach
Kodescape team
Kodescape approached this project by fixing core technical issues and strengthening local SEO signals across the website and Google Business Profiles. Each step focused on improving real local visibility. With consistent execution, we moved the project from limited discovery to steady traffic growth. Stronger rankings and reliable local lead generation followed.
SEO Team
Development Team
This project needed more than quick wins. In a competitive local market, we focused on structure, patience, and steady execution to achieve strong and measurable results.
Early on, I saw the local signals were disconnected. We aligned location pages, GBP profiles, and citations. Once that clicked, map visibility improved and local leads started coming in consistently.
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