Dominating the “Map Pack”: A Local SEO Strategy for a Roofing Contractor
Client: A single-location, independent roofing and remodeling contractor in a competitive suburb.
Challenges We Faced
The client was a skilled contractor but was invisible online and losing all high-intent local leads:
No “Map Pack” Visibility
They did not appear in the Google Maps “Map Pack” for critical, high-intent keywords like “roofing contractor near me.”
Unoptimized GMB
Their Google Business Profile (GMB) was unclaimed, had an incorrect address, and only featured one 3-star review.
A Single “Services” Page
The website had one generic “Services” page, making it impossible to rank for specific, high-value terms like “kitchen remodeling” or “siding repair.”
No Inbound Leads
100% of their business came from referrals, and their website generated zero qualified leads.
Inconsistent Citations
Their business name was listed differently across the web, confusing Google and hurting their local authority.
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Our Approach – How We Solved These Challenges
Local SEO for Contractors
This was our top priority. We claimed, verified, and fully optimized their Google Business Profile with new photos, a keyword-rich description, and Q&A.
Launched a review generation campaign using Review Management Platforms.
Service Page Optimization
We replaced their single “Services” page with 12 new, unique, and highly-optimized pages for each core service (e.g., “Roof Replacement,” “Kitchen Remodeling [City],” “Siding Repair”).
Local & Service Keyword Research
We targeted high-intent, long-tail service keywords for their specific service area (e.g., “best roofer in [City, ST]”).
Off-Page SEO & Local Citations
We used Local Citation Tools (like BrightLocal) to clean up 50+ inconsistent citations and build 25 new, high-authority ones on platforms like Houzz.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| “Click-to-Call” (from GMB) | 4/mo | 82/mo | +1950% |
| Rankings in “Map Pack” (“roofing near me”) | 18th | 2nd | +16 spots |
| Qualified “Request an Estimate” Leads | 1/mo | 34/mo | +3300% |
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Advice for Marketers & Brand Owners
- Your GMB Profile is your #1 lead generation tool. An optimized GMB is non-negotiable for any local contractor.
- Stop using a generic “Services” page. Create a separate, detailed page for every single service you want to rank for.
- Actively ask for reviews. A steady stream of new 5-star reviews is the fastest way to build trust and dominate the Map Pack.
- NAP (Name, Address, Phone) consistency across all online directories is a foundational pillar of local SEO.
Extra Factors That Made It Work
- A new Review Management Platform (like Birdeye) was integrated to automatically text customers for a review after a job was completed.
- The new Service Page Optimization strategy allowed them to finally rank for their most profitable services.
- A strong UI/UX Analysis led to a “Request a Free Estimate” button being placed prominently on all pages.
