roofing SEO strategy case study by Webrunner

Snapshot

SEO for Roofing Contractors – Quick Wins for Our Client

Client:

A growing residential and commercial roofing contractor in British Columbia

Service:

Targeted SEO & Local Authority Building

Results:

4x

increase in monthly organic traffic

30+

leads per week

10+

keywords now ranking in the Top 10

134K+

impressions generated in Google Search Console

Results:

4x

increase in monthly organic traffic

300%+

growth in backlinks
(35 to 141)

10+

keywords now ranking in the Top 10

134K+

impressions generated in Google Search Console

Walter’s Story

Partnering With a Rising Roofer in the Fraser Valley

Walter is the owner of Top Notch Roofing, a growing residential and commercial roofing contractor serving the Fraser Valley communities of Chilliwack, Abbotsford, and Hope. With a reputation built on quality workmanship and reliable service, Walter had the foundation of a strong local business. What he needed was a digital presence that could match it.

When they launched their website in early 2024, they were starting virtually from scratch in the eyes of Google. With a brand-new domain, minimal content, and few backlinks, they were invisible to the homeowners who needed them most.

Walter knew he needed a partner who understood how local search actually works for contractors, and a strategy built for long-term compounding growth rather than quick fixes. That’s where Webrunner came in.

The Challenge

A Brand-New Site in a Competitive Local Market

Breaking into local search is difficult for any contractor. For a brand-new domain, the task is even more demanding. When Top Notch Roofing came to us in early 2024, the data painted a clear picture of how much ground there was to cover:

  • Low organic traffic: The site was generating fewer than 50 organic visits per month, with most pages receiving no meaningful impressions.
  • Minimal keyword footprint: Only around 48 keywords were being tracked, and the overwhelming majority were ranking beyond position 20.
  • Weak backlink profile: With just 35 backlinks from 14 referring domains, the site had little to no authority in the eyes of Google.
  • Limited local visibility: Despite serving multiple cities across the Fraser Valley, the site had virtually no geo-targeted content and no meaningful map pack presence.

  • One Top 3 ranking: A single keyword held a competitive position. Everything else was buried.

The challenge wasn’t just building traffic. It was building a foundation that could sustain and compound that traffic over time.

Contractor Marketing Playbooks

Assess your marketing strategy in just 5 minutes!

Answer a few simple questions to find out where the gaps are in your marketing strategy and use the results to identify issues and unlock your next stage of growth.

  • 100% FREE

  • Complete in 5 minutes or less

  • Immediate results that give you a game-plan for growth

Start my assessment
free marketing assessment for contractors

Assess your marketing
strategy in just 5 minutes!

Answer a few simple questions to find out where the gaps are in your marketing strategy and use the results to identify issues and unlock your next stage of growth.

100% FREE • Complete in 5 minutes or less • Immediate results that give you a game-plan for growth

Start my assessment

The Solution

Building a Local Authority Engine from the Ground Up

We implemented a 16-month targeted SEO strategy for Top Notch Roofing designed to establish local authority, earn qualified backlinks, and capture the high-intent search queries that drive real calls and quote requests.

The strategy focused on three core pillars:

1

On-Site Optimization and Content Architecture

We started by making sure the site was built to rank, not just to exist.

  • Service Page Builds: We created and optimized dedicated pages for the company’s core services, including roof repair, roof replacement, and commercial roofing, each structured around the intent of the searcher, not just the service name.

  • Location Pages: We added geo-targeted landing pages for key cities across the Fraser Valley, giving Top Notch a credible presence in each market they serve.

  • Technical Cleanup: We restructured metadata, heading hierarchy, and internal linking so search engines could properly crawl and understand the site’s content.

2

Local SEO Execution

To win in local search, you need to show up where homeowners are actually looking, starting with the map pack.

  • Google Business Profile Optimization: We optimized the GBP listing with consistent NAP data, high-quality photos, and service-specific content to improve map pack performance.
  • Hyperlocal Content: We created location-specific blog and service content targeting searchers in Chilliwack, Abbotsford, and Hope, the markets where Top Notch has the strongest operational presence.
  • Map Pack Gains: As content and authority grew, Top Notch began securing map pack placements for their most valuable local terms.

3

Link Building and Authority Development

A site without authority will not rank, regardless of how well it’s optimized. We built Top Notch’s backlink profile the right way.

  • Citation and Directory Placements: We secured consistent citations across high-authority directories to establish baseline trust signals.
  • Niche Edits and Guest Placements: We acquired links from relevant, regionally appropriate domains to build topical authority in the roofing and home services space.

  • Anchor Text Balance: We maintained a natural, balanced anchor profile to ensure link acquisition signals were clean and sustainable.

We also integrated AI-ready content structures throughout the site, including FAQ sections and infoboxes optimized for Gemini and chat-based search, positioning Top Notch for visibility in the next generation of search.

SEO services by Webrunner media for TopNotch Roofing
Transformative Results

From a Blank Slate to a Consistent Page 1 Presence

Between April 2024 and August 2025, Top Notch Roofing went from a site with virtually no search presence to one that consistently delivers qualified traffic from homeowners actively looking for roofing services in the Fraser Valley.

1. Organic Traffic Growth

The most direct measure of SEO success is whether more of the right people are finding the site. For Top Notch, the answer is clear.

April 2024

Fewer than 50 organic visits per month

August 2025

200+ monthly organic visits

That represents a 4x increase in organic traffic, and the growth is not just in volume. The quality of traffic has improved significantly as well. Top Notch is now receiving consistent inbound calls from homeowners actively searching for roof repair, replacement, and emergency roofing services, not just people browsing for general information.

2. Keyword Rankings

Moving keywords from the back pages of Google onto Page 1 is where SEO strategy translates into real business impact.

  • Total keywords tracked: Grew from 48 to 58
  • Keywords in the Top 10: Grew from 1 to 10
  • Top 3 positions: Grew from 1 to 2
  • SERP features earned: 4 (including featured snippets and map pack placements)

Top Notch now ranks for some of the most commercially valuable terms in their market, including roof repair Chilliwack and commercial roofing Abbotsford.

3. Backlink and Authority Growth

A strong backlink profile is the backbone of any sustainable SEO strategy.

March 2024

35 backlinks from 14 referring domains

July 2025

141 backlinks from 58 referring domains

That is a 300%+ increase in backlinks, achieved through clean, white-hat acquisition with no shortcuts.

4. Search Visibility

Google Search Console tells the story of how the site’s overall footprint expanded over the campaign period.

  • 134,000+ impressions generated in 12 months
  • 1,450+ total clicks
  • Steady improvement in average position and click volume quarter over quarter
seo for landscaping company

Beyond The Numbers

The numbers tell part of the story. But what they represent is something more meaningful for a growing contractor: the ability to compete.

  • Geographic expansion: Top Notch is no longer just visible in their primary market. They now rank across multiple cities in the Fraser Valley, which extends their brand awareness without increasing their ad spend.
  • Qualified lead flow: The traffic reaching the site carries clear commercial intent. These are homeowners who have already decided they need a roofer. They’re researching and comparing, and Top Notch is now consistently in that conversation.
  • A compounding asset: Unlike with PPC, the rankings and authority built over these 16 months do not disappear if spending stops. Top Notch now owns a digital asset that continues to generate leads and impressions month over month.

Ready to Generate These Kinds of Results for Your Business?

See how Webrunner can help scale your business to the next level.

Conclusion

A Foundation Built to Last

Top Notch Roofing came to Webrunner with a brand-new website and virtually no search presence. Today, they have 10+ keywords ranking on Page 1, a backlink profile that reflects genuine local authority, and organic traffic that has grown 4x in under 18 months.

The strategy has done more than move rankings. It has built a lead generation engine that works around the clock, reaching homeowners across the Fraser Valley at the exact moment they are ready to make a decision.

For Walter and Top Notch Roofing, the next phase of growth is about expanding that footprint further, pushing more keywords into the Top 3, deepening geo coverage in surrounding markets, and continuing to build the kind of authority that makes them the obvious choice when a homeowner in British Columbia searches for a roofer they can trust. The “Page 2 graveyard” is a thing of the past.

Ready to Grow Your Roofing Business like Top Notch Roofing?

The results for Top Notch Roofing speak for themselves: a 4x increase in organic traffic and 10+ keywords now ranking on Page 1 in under 18 months. The message is just as powerful:

If you’re a contractor looking to grow, don’t waste another month buried beyond Page 1 and relying on branded-only traffic. Invest in a smarter, organic authority engine and partner with a team that knows how to turn your website into a high-performance asset.

Webrunner’s targeted SEO for contractors is designed to turn non-branded searches into high-intent, measurable revenue—traffic that carries clear commercial intent for services like roof repair, replacement, and emergency services.

We can help you dominate your local map pack and scale with a multi-city keyword footprint across competitive markets like the Fraser Valley.

Let’s talk about how we can help you improve your sales process, too.

 

Continue Reading

PPC results for remodeling contractor

Cabinet Company Generates $1.87M by Hiring Webrunner as Growth Partner

From Digital Ghost to GTA Authority: How Luke’s Landscaping Generated 1.2M Impressions and 7,960 Clicks in 16 Months With SEO

Webrunner helps Home Remodelling Pro grow organic trafic with SEO

Home Remodeling Pros of Central PA Grows Organic Traffic by 124% and Multiplies Non-Branded Rankings by 746% With SEO

roofing marketing automation case study

From 38% to 95% Appointment Set Rates: How Conrad Roofing Used Boomerang to Unlock $2.14M in Quoted Revenue

solar roofing company marketing

The Marketing Strategy for Solar Companies That Turned $38K Ad Spend Into $347K

Team photo of Glick's Exteriors staff wearing the forest green team polos in front of the forest green company trucks.

Pennsylvania Exterior Remodeler Adds $1.8M With Webrunner PPC

An American roofer performing an asphalt shingle inspection on a home featuring an American flag. A project closed by a roofing contractor with the help of Webrunner's Contractor Marketing services.

Roofing Marketing Case Study: 63 Extra Leads Per Month From The Same Budget

How 1 Ad Experiment Increased Lead Volume for a Pool Contractor by 246%

Webrunner Case Study: How Ridge Top Exteriors Generated $30 Million in Sales in 12 Months

How Ridge Top Exteriors Generated $30 Million in Sales in 12 Months