Customer Video Testimonials

We immediately set forth building a website designed to resonate with localized audiences – using creative identifiable to anyone familiar with those locations and incorporating reviews from past clients within that area. If a location did not have past clients, we simply used generalized reviews and made sure to seek future reviews specific to that location.  

At the same time, our search engine optimization (SEO) team initiated our proven keyword ideation process for each specific location. As this process moved forward, the content team crafted each page to speak well to Fortified Roofing’s 15-year history of customer success, as well as their various and hard-earned industry accolades. Woven into this content would be relevance for keyword terms that our process revealed to be regularly searched and highly targeted. To stand out from the competition as noted — we designed these pages, by way of reviews and by incorporating Google schema, to appear within Google search results alongside 5-star ratings indicative of those reviews.

While building the site, we knew that achieving the needed organic visibility across these new locations would take months. So, we designed the pages for each location in such a way that was not only effective from a UI/UX standpoint while factoring for SEO considerations, but also capable of acting as an effective search engine marketing (SEM aka ‘paid search’) landing page! So, we had two 3-tiered considerations; that which we just mentioned, as well as a set of paid search campaigns designed to enable immediate visibility across those 12 additional locations – with the three-tiers being the ability to position the right pages against queries that would possibly include state, county, or local/municipal references, e.g., ‘NJ roofing’, or ‘Ocean County roofing’, or ‘Toms River roofing’. If for example someone is standing in Toms River and queries any of the above, we want to show them an ad whose headline, copy, and vanity URL are all relevant to that term. And we wanted to be able to periodically measure the performance across all campaigns with a concentration upon whether state, county, or local keywords perform best. With this information in hand, we could make data-driven decisions in a very granular way which, as we scaled the account, could prove critical to overall success.

Challenge

The existing website had no blog, and rankings for only about 5 locations. The need was for a rapid website upgrade and regional expansion encompassing some 12 additional locations. So, we were faced with a need to rapidly build a highly targeted and localized search strategy across these additional locations as obviously, there was none. The longer-term vision entailed achieving top organic rankings for numerous keyword terms across all of those locations, and to somehow stand-out from the competition while doing so. In a highly competitive industry where localized search is absolutely critical to business growth, widespread success was a very tall order. Not to mention, convergence was occurring by way of list serve websites such as home advisor, yelp, and others. How would we compete with these conglomerates with deep pockets, huge website footprints, and well-staffed marketing teams?