Multi-market local SEO for a veteran-owned roofing contractor
Roofing USA serves homeowners across Charleston, Columbia and Bluffton, and commercial clients in five states. A BBB A-rated, GAF Master Elite certified contractor competing in one of the most aggressive local-search categories there is.
- Client
- Roofing USA
- Industry
- Construction & Trades
- Timeline
- Ongoing engagement
- Year
- 2026
Where they started
Roofing is among the most contested local search categories in the US, and this business competes on two fronts at once: residential work concentrated in South Carolina metros, and commercial work spread across five states. Those need entirely different pages, different proof and different conversion paths — but they're usually crammed into one site that ranks well for neither. The credentials that genuinely differentiate the business, veteran-owned status, BBB A rating and GAF Master Elite certification, carried almost no weight in search because they lived in body copy rather than in structured, crawlable trust signals.
What we did
We separated residential and commercial into distinct architectures with their own service-area pages, proof and calls to action, so each competes on its own terms. Location pages were built per metro with genuinely local content rather than the town-name-swapped templates that Google has long since learned to discount. Certifications were promoted into structured data and prominent on-page trust modules where they influence both ranking and the homeowner's decision. Paid search filled the gap while organic compounded — critical in a category where storm season creates demand spikes that organic alone can't catch in time.
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