CASE STUDY

Fortified Roofing

Farmingdale, NJ

Fortified Roofing enjoys a 90% increase in conversions over three straight years, and 3x increases in organic traffic with Core and More Technologies

Situation

With headquarters in Farmingdale, NJ and locations throughout New Jersey and Eastern Pennsylvania, Fortified Roofing wanted to expand upon a small but strong presence across the major search engines. They had already enjoyed significant growth and tremendous success, yet they knew that there was much more business to be had. Also, their website had grown stale, outdated and in need of a complete redesign. It was late 2016, and the hope was to have a brand-new site launched, existing rankings carried over, and a complete search engine expansion and attack plan in full swing by the Spring of 2017.

By the way, you can learn more about our overall roofing marketing services here!

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?

Solution

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.

Finally, we setup a streamlined review process for 5-star Google reviews. A user can simply go to their site and leave direct ratings and feedback which we then route to Google and add to any specific locations that they choose! Most recently, we have implemented Google’s Local Service Ads – which are absolutely killing it!

“We have been a client of Core and More for several years now and we could not be more pleased! The entire team is completely dedicated to the success of our company. Core and More manages every aspect of digital advertising for our company, including SEO, SEM, and social as well as website design and maintenance. They offer regular reporting and updating on the progress of our campaigns along with keeping us up to date on the ever-changing landscape of online advertising. This company has been a huge contributor to the success and growth of our organization over the last few years!”

-John Kabourakis, President, Fortified Roofing

The Results

The results have been so successful that we have expanded our strategy every year. This expansion has included increased regional targeting which also included Google Maps optimization and most recently, we added local service ads to the digital marketing mix. Also, as we have evolved and grown we have layered in a powerful social media strategy that is proving to be highly profitable!

Let’s begin by looking at the search engine optimization results:

Overall traffic growth

2019 vs 2018

2018 vs 2017

Overall conversion growth

2019 v. 2018

2018 v. 2017

We have also discovered that the value of SEO is not limited to great rankings driving very valuable organic traffic. We see that, when we have high organic rankings for any terms that we are also running ads against, the average cost per click is 36% less than when there is no organic presence. Similarly, the click-through rate (CTR) for those terms is also 36% higher. Over the course of time, organic driven conversions have increased 2x!

Avg. Cost Per Click

Increase in CTR

Increase in Conversions

For each location that we targeted, we benchmarked the rankings at the outset of our engagement. Across the board, this has enabled us to show that we are not just winning, we are dominating. We have in most cases outranked the likes of much bigger domains like those mentioned above – including homeadvisor.com, yelp.com, and many others. AND we have devised a way to maintain our 5-star rankings!

As the illustration above depicts, these are just a few of the locations we are optimizing for. These are the gains since inception:

Our objective is to assume as much real estate as possible atop the search engine results page for all of our clients. Fortified Roofing is a great client, in that they empower us to do just that. We call complete success the ‘quadfecta’, wherein we have a local service ad, a Google paid ad, a Google maps listing, and a top organic ranking – all at the same time. See another illustration below, showing us beating Home Advisor again, this time on paid search placement. Also notice how our advertisement inherit the actual query that the user searched on. This is called dynamic keyword insertion:

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