Lane House Roofing & Exteriors is a residential roofing company serving the highly competitive St. Louis, MO, market. With over 40 years of experience, the company specializes in comprehensive home improvement services, including roofing, siding, windows, and gutters.

Their goal was to build a strong digital brand and achieve prominent local visibility for their services. Their goal was also to rank prominently in the Google Maps 3-pack for their primary services across their local market (South St. Louis County).

They were targeting high-value search terms like “roof replacement,” “new roof installation” and “roofing contractor”. A website not optimized for Google search was prohibiting them from reaching their goals, along with an unoptimized GBP listing and Facebook business page with no regular posting frequency.

Before partnering with us, Lane House Roofing & Exteriors faced significant hurdles that prevented them from achieving their goals in the competitive St. Louis market:

Website & Content Issues

This client had a slow loading, outdated website that was not optimized for local Google searches and lacked adequate content talking about who they, what they do, where they serve, and why homeowners should choose them over other local competitors. The site had no service pages, no photos of recent jobs completed, highlighting the services they offer. The website also had significant spam and malware issues in the form of spammy blog posts, which were hurting their SEO badly.

Google Maps & Reputation

Their Google Business Profile contained no basic details, no photos, no description, no posts, no services listed, no business hours, no Q&A’s, was missing additional relevant business categories. It had low Google Maps ranking visibility and coverage across their local market. The GBP also had very few Google reviews and the client had no existing strategy in place to harvest new 5-star reviews from their clients. This is important in such a highly competitive niche in the St. Louis market.

Business Goals

Their goal was to achieve stronger local visibility for their services online in their local market, promote their services locally, and build a strong digital presence and digital brand for their business. Their goal was also to rank prominently in the Google Maps 3-pack for their primary services across their local service area in and around Mehville, MO and South St. Louis County. Their main keywords and search terms are roof replacement, new roof installation, residential roofing, roof installation, roofer, roofers, roofing company, roofing contractor, siding company, siding contractor.

To address these challenges, a comprehensive strategy was developed and executed:

Website Strategy: Building a Local Authority Hub

• New Website Design and Locally Optimized Website for Keyword Rankings: One of the primary objectives was to establish the client’s keyword rankings in Google search results, particularly for high-value local search terms. We built the new website with a strong focus on local optimization, ensuring that it was designed to rank for a wide range of keywords relevant to the client’s services and geographic areas. This included the creation of dedicated location pages, optimized for local search queries, which played a crucial role in enhancing the site’s visibility in local search results. This included creating detailed and informative service pages. The design also focused on user experience, making the site navigable and engaging for visitors.
• Keyword Research & Analysis: Conducted extensive keyword research to identify high-value search terms and integrate them effectively.
• Semantic Topical Maps: To establish the client’s website as an authoritative source in their niche, we employed semantic topical maps. This strategy involved structuring the website around key topics and subtopics that were relevant to the client’s services. By creating a clear and logical architecture, we ensured that search engines could easily understand the site’s content and relevance, boosting its ability to rank for a broader range of keywords. Our goal was to establish niche relevancy via topical blog posts and articles published on the website. This helps the client gain topical authority for their niche in their local market.
• Website Silo and Navigation: Ensures a streamlined and smooth visitor experience and also the logical ordering of topics and subtopics for better crawling and indexing.

Google Maps Marketing Campaign

• Maximize the visibility and ranking potential and performance of the Google Business Profile in the Google Maps “3-Pack” results across their local area, in and around where the business is located. Gain local, targeted user traffic to the website from Google Maps search results.
• Competitor Analysis: We identified and analyzed the top ranking local competitors in the Google Maps 3-Pack in the client’s market and reverse engineered the ranking strategies being used, and why Google is showing them. This helps us determine where the bar is being set in the market for the client’s niche. This competitor audit provided a roadmap that allowed us to position our client more effectively in local search rankings. By understanding the strengths and weaknesses of these top competitors, we formulated a strategy that would surpass their efforts and position our client as a dominant player in their service area.
• Baseline Google Business Profile Rankings Report: Ran several GeoGrids to see how well the Google Maps ranking coverage was for the business across their market for their main service keywords. This helped us determine what their current situation was versus that of their local competitors, and identify strengths and weaknesses. This also allowed us to set goals and targets for improvement.
• Create a strong digital brand “footprint” across the internet with consistent & trustworthy business information on prominent local and national business listing websites and directories. This also includes niche-specific business listings and directories. Establishes trust with Google and potential customers.
• Establish a brand foundation & brand prominence for the business in the Google search engine.
• Build location authority in the Google search engine for the business in the city/town of the business office and surrounding towns nearby in proximity.
• Establish relevance in the Google search engine for the niche of the business. Being niche relevant helps Google show matching businesses to a user based on their search query.
• Establish local Google Map signals & map links.
• Create authoritative back-links to the website.
• Keep the Google Business Profile updated with fresh content on a regular basis (Weekly Content Posts).
• Google Review Outreach Campaign to help the business gain more positive reviews on their Google Business Profile from happy clients. More positive reviews helps build trust for the brand online’ with both Google and potential new customers. Over 90% of consumers look at Google reviews first when determining whether or not to do business with a local company.
• Immediate Impact: Our strategy was designed to deliver immediate results. From the day of the new website’s launch, we aimed to see significant impacts in local keyword rankings. This was achieved through a combination of technical optimizations, strategic content creation, and focused efforts on leveraging the power of the Google Business Profile in local search results.

Fully optimized the Google Business Profile to improve local search presence and local visibility. We performed a competitor audit and then manually checked NAP and brand details allowing us to glean valuable insights. This included updating critical business information, adding additional relevant categories, crafting a keyword-rich description, adding website links, add service area locations/zip codes, adding high-quality images, adding services with descriptions, adding products, adding Q&A’s, add opening date, adding social media links, responding to reviews, posting regularly, and much more. These efforts improved their presence in local search results, driving more qualified traffic and leads.

We focused on building a strong social media presence for the client. We set up and optimized profiles on key social media platforms, including YouTube, Facebook, and Pinterest. This multi-platform approach helped to create a cohesive online presence, supporting the client’s digital marketing efforts and increasing brand visibility.

• YouTube Channel Setup: We launched a new YouTube channel, complete with a custom-designed profile picture and cover photo. We crafted a detailed business description, integrated clickable links to other platforms, and meticulously optimized all information with accurate keywords to maximize visibility and brand consistency.
• YouTube video creation featuring the business & local video optimization:
• Add keyword + brand name to the video title
• Add NAP info to video description
• Add optimized content to video description
• Add website URL to video description
• Add website URL to targeted pages related to the video topic
• Add GBP listing CID URL to video description
• Add links to business listings/social accounts/branded profiles/press links to video description
• Geo-tag the video to the business location
• Facebook Business Page: Optimized the existing Facebook business page. Changed the business name on the page and wrote a new bio and an about me. We added website links and business hours. We elaborated more about the company and made sure to use all the keywords and all the info there. Changed the profile and cover pictures.
• Pinterest Board Setup: We created a new Pinterest business account, complete with a custom-designed profile and cover pictures. We wrote a detailed description packed with relevant information and keywords within the character limit. Additionally, we added the website, email, phone number, and other essential details, ensuring all information was accurate and aligned with the brand’s goals.
• Create a branded “Social Fortress” consisting of other top branded social properties & profiles: We created an interlinked fortress of branded social profiles and web 2.0’s around the client’s brand and website. Each is fully interlinked (where possible) and optimized for brand keywords and niche relevance. Plus, pictures, logos, unique descriptions, and content where appropriate. This ensures maximum impact from each brand account – they’re all working together! By creating natural social profiles, we built a strong interwoven network that brings more impact to the client’s brand, helping to improve indexing, provide additional ranking opportunities, build trust online, and strengthen their Knowledge Graph.
• Social “Power-Up” & Social Interlinking Hubs: We slowly drip high authority links to the entire social fortress using our unique tiered link process. This process ensures natural link velocity and has been extensively tested and refined for the fastest, yet safest Google SERP boosts. These are seen as implied links by Google, which help to build a diverse backlink profile.

Google ranks strong brands. By focusing on brand authority and link acquisition, we mirrored the successful practices of competitors to bolster the client’s online prominence. Our strategy for building a comprehensive, robust digital brand for the client’s business included:

• Syndicated Digital Press Releases: Syndication across 400+ news sites nationwide and Google News. We published high-quality articles on top-tier news websites to create additional brand prominence. These articles were a combination of advertorials for the client’s services, owner profile features, and notable brand announcements. These articles allowed us to acquire powerful brand links from authority news sites like AP News, Digital Journal, Google News and more. The press releases include a company bio, NAP info, client’s, a photo, and embedded YouTube Video or Google Map of the business location.
• Branded Business listings & Citations: 110 Primary USA Business Listings + 6 GPS Listings. Includes NAP, images, website links, social links, descriptions. Consistent and correct business information that builds trust with users and Google. These listings help establish a strong brand foundation for the client’s business.
• Niche Specific Business listings & Citations: Niche-relevant industry business listings and directory sites. Includes NAP, images, website links, social links, descriptions.
• Top USA Data Aggregator Listings: Neustar Localeze, Data Axle, Foursquare. These profiles syndicate accurate business data out across the web to hundreds of business listings sites that source data from them.
• Brand Authority Profiles & Links: aka “Foundation links”. Brand mentions and unstructured NAP citations on Web 2.0 sites for local rankings, fully optimized for local search.
• Set-up optimized business listings on the YP Network: YP, Superpages, DexKnows.
• Submit business info to the GPS Network: TomTom, Waze. Here, Uber, Navmii.
• Bing Places Listing Set-up.
• Apple Maps Listing Set-up.
• Yelp Business Listing Set-up & Optimize.
• Alignable Business Listing Set-up & Optimize.
• Nextdoor Business Listing Set-Up & Optimize.
• Submit client’s business information to the city of Waterloo for inclusion in their online business directory. Fully optimized branded profiles includes NAP information, logo and website link.
• Premium Guest Posts: Blog outreach and link placement.
• Authority Niche Placements.
• PBN GBP Map Embeds with NAP Mentions.
• Brand Authority Link Stack (20+ bio hub links fully optimized for Google and entity relationships including: NAP mentions, Interlinks 15 Socials and Brand Profiles, Unique AI-generated descriptions, Optimized Anchor Text, and media).
• Infographic Link Building: 35+ infographic link submissions to rich media sites.
• Citation “Power-Up” & Citation Interlinking Hubs: We create citation hubs that interlink the top business listings and profiles in a hub and spokes method. Once we’ve created a series of hubs, we push general private network links to each hub to really juice them up. This way, we safely push link equity to the website and power up connected citations. We slow drip our links for 10 days to each of the selected citation hubs. We want to ensure safe, effective property boosting for every domain.

• Content Creation and Publishing: Each month we produce 1 new blog post article as part of the content strategy. These posts are optimized for target keywords and focused on addressing user intent, whether it was informational content or service-specific content. The new content consistently improved the site’s performance, Google Business Profile performance, and helped the client rank for more keywords.
• Location Page Creation & Optimization: Each month we create 2 new location pages on the website optimized for visibility on local Google organic searches and Google Maps results. Each location page is tailored to the specific geographic area it serves, with unique custom content optimized for local search queries, including the use of location-based keywords, Google Maps embeds, and localized service descriptions. We closely monitor both the ranking performance and user performance of these pages and make any content adjustments when necessary to maximize performance.
• Build & Optimize Internal Links when publishing new blog post articles.
• Link Building and Backlink Earning: Our link-building strategy focused on acquiring high-quality, niche-relevant links for the website. These backlinks helped build the site’s domain authority and improve its overall performance.
• Quarterly Syndicated Digital Press Releases: These articles were a combination of advertorials for the client’s services, owner profile features, and notable brand announcements. These articles allowed us to acquire powerful brand links from authority news sites like AP News, Digital Journal, Google News and more. The press releases include a company bio, NAP info, client’s, a photo, and embedded YouTube Video or Google Map of the business location.
• GBP Posts & Photos: We create and post regular content updates twice weekly on their Google Business Profile, to keep the GBP listing active and engaging. This helped improve the visibility of the listings in local search results and increased user interaction with the profiles. We also add new photos each month as needed.
• GBP Q&A: We create fresh updated content on the Q&A section of the GBP, all based on frequently asked questions pertaining to the client’s niche, and of the business itself. We respond to any questions asked by users.
• Google Review Outreach Campaign & Reputation Building: We help the business gain more positive reviews on their Google Business Profile from happy clients. This involves text message and email outreach campaigns to recent clients who have engaged with the business and used their services.
• Google Review Monitoring & Responding: We create professional responses to ALL new Google reviews on behalf of the business owner, ensuring that the client maintained a strong online reputation. We help craft appropriate responses to any negative reviews received. If any reviews are in clear violation of Google’s TOS, we flag those reviews and report them to Google for removal request.
• Social Media Posts: As part of our monthly efforts, our team prepares 2 weekly content posts for the client’s Facebook business page. These social media posts are all focused on our target search terms and allow us to amplify relevant content for the brand. This content is incorporated into our strategy by linking these posts to our GBP listing, previous GBP posts, and location and service pages on the website. We also highlight new customer 5-star reviews the business has received, new career/job openings, community events the business is involved in, sponsorships, activities, latest completed jobs, local severe weather news, etc. We also syndicate these posts out to other social media profiles we’ve set-up for the client, including Blogger, Medium, Tumblr, and Alignable. We also updates the Facebook Cover Photo on a monthly basis.
• Rank Tracking & Google Maps GeoGrids: We set up a rank tracker to monitor keyword positions and track the progress of the campaign. This provides valuable insights into how well specific keywords are performing and allows us to make real-time adjustments to our strategy as needed. Additionally, we use Google Maps Ranking Grids (GeoGrids) to monitor the client’s Google Maps rankings across their service area. This gives us a clear visual representation of where the client is ranking for key search terms in various geographic locations. The geo grids provide us with location-specific data that helps inform our ongoing strategy, ensuring that we are targeting the right areas and improving visibility where it matters most.
• Managed WordPress Website Hosting & Website Support: We provide dedicated WordPress website hosting services to keep the client’s website safe, reliable and fast at all times. This includes SSL certificate installation & management, WordPress Core Updates, WordPress Plugin Updates, WordPress Theme Updates, Website Backups, and ongoing Website Speed Optimization. Ongoing website support is also included in the form of client requested content updates/changes.

This digital marketing case study for Lane House Roofing & Exteriors highlights the effectiveness of a comprehensive digital marketing strategy that includes a new website design, competitive analysis, content creation, GBP optimization, review campaign, technical optimization, brand building and link building. In less than 12 months, New Adventure Web Design & Digital Marketing was able to transform the client’s local visibility across their service areas, resulting in significant gains in Google Maps rankings, organic traffic, and lead generation. By focusing on both on-page and off-page optimization work, we helped the client become a local leader in their industry, solidifying their presence in local search results and driving long-term success.