Roofing services | SEO foundation setup / US
Industry: Roofing services (residential and commercial).
Region: USA, specifically focusing on areas in Pennsylvania such as Montgomery County, King of Prussia, Collegeville, Bucks County, Doylestown, Warminster, and Chester County.
Website Type: Corporate website presenting company services.
Client’s Goal: To conduct a comprehensive audit of the website’s current state, identify technical and SEO errors, and prepare a complete foundation for future search engine promotion.
What Was Done:
- Comprehensive Website Audit: A multi-faceted audit was performed to analyze the key factors affecting the site’s performance in search engines. The analysis covered:
- Technical Factors: Indexing status in Google (34 pages indexed) and Bing (49 pages indexed), SSL certificate presence, sitemap issues (unnecessary sitemaps identified for deletion), server response codes, and the robots.txt file.
- Content: A content uniqueness check was performed, revealing the need for new, optimized articles. The use of heading tags (H1-H6) was also analyzed, with recommendations to reduce their excessive use on key pages.
- Commercial Factors: The audit reviewed contact information, calls-to-action, and site usability elements. Recommendations included adding more contact options, a location map, and implementing Schema.org microdata.
- On-Page SEO: Analysis of the site structure, URL format (CNC), and internal linking elements like breadcrumbs was conducted.
- Performance: The audit identified the need to improve the website’s loading speed for both mobile and desktop users.
- Backlink Profile: A preliminary check was planned, pending the client’s verification of the site in Google Search Console and Bing Webmaster Tools.
- Optimization Scheme Development: Based on the audit, a complete optimization strategy was developed to build a solid SEO foundation. This included:
- Keyword Research and Clustering: A semantic core was compiled, including general, geo-targeted («roofers near me,» «roofing montgomery county»), and service-specific keywords («residential roofing,» «commercial roofing,» «roofing repair»). The keywords were then clustered and mapped to specific existing and proposed site pages.
- Site Structure Recommendations: A new, logical site structure was designed to improve navigation and search engine crawling. This involved creating new landing pages for key service areas (e.g., /areas-served/montgomery-county/) and correcting the URL hierarchy.
- Meta Tag and Heading Optimization: Ready-to-use templates for Title tags and H1 headings were created for each target page to ensure relevance and proper keyword usage. Recommendations for H2 tags were also provided.
- Content and Internal Linking Strategy: A detailed content plan was created, specifying the required text volume for new pages (totaling 16,200 characters). The plan included a clear internal linking strategy, instructing how to link from new articles to relevant service and location pages using specific anchor text.
Final Deliverables:
The client received a complete SEO foundation ready for implementation. This package included the in-depth audit, a structured semantic core, a revised site architecture, and a prioritized action plan. These deliverables provide a clear roadmap for correcting existing issues and effectively promoting the website in search engines.
