Jeremy Ashburn

R4 Roofing – Lane Roofing Results

A real PushLeads case study: what we found on R4 Roofing's site, how Ashrow Builders grew from 3 to 54 ranking keywords, and the five SEO steps that drove it.

Full transcript

0:00 From 0:00
Hey, Zach. It’s Jeremy. Make a quick little video at the end of the day to show you results of the research I did your site is beautiful super loved the site very professional even a little more professional than lane roofing This is the client I’m working with right here. Your site is even a little more professional Good work there. One of the things I was thinking is that you should have more services So you have roof repairs roof installations, but maybe if you do other things related to that I do know that having multiple service pages are really part of the reason why we’re successful because we have multiple pages But these pages are super beautiful and just really great work here under the about page. I love the fact that you’ve got Jacob Clarkson on here. There’s you on here So perfect a thought here is that what if you had a shot of I don’t know Is this are these you guys that are working it’d be worthwhile to have a photographer stage a job and just have real shots If you guys on the job, not sure if these are real shots, but these little AI shots or just Photoshop stock photos The portfolio is great, but there is nothing that’s happening here. So can you show things on the portfolio? I would just show some jobs on here even if you just put if you have an Instagram and just bet in bad things on Instagram And bet an Instagram feed on here just something on here

1:31 From 1:31
Insurance is fine from a blog perspective It looks like you haven’t really done a blog there at least on this side. You haven’t done a blog since 21 Honestly, I found that having three blogs a week are part of having SEO being effective. So was the previous company doing a blog if they weren’t doing that then that’s Super critical. I’m not gonna really go through a PowerPoint. I have been doing this for 15 years full -time I do have 45 clients. I got started with making websites and teach myself how to get them to the top of Google One of them one of my websites George it was generating $20,000 a business a month not for me But for Amazon and I was making about 5k a month so I decided to go into that right SEO You’ve seen this before but it’s really five things. It’s what if you were looking for it’s putting the keyword into the content It’s publishing new pages on your website and then getting connections from high quality websites So this is a diva a contractor I was working with Ashrow Builders, etc We decided to go after Inner inner pages for create all these inner pages for kitchen contractors Kitchen remodeling so we create a whole bunch of inner pages We did this which is the title of the descriptions of the pages of the website We were publishing a blog on a weekly basis and then we were doing this which is the blue line is connecting other websites to yours So if you were paying for us people and they weren’t doing work I’m

3:04 From 3:04
guessing they probably were not connect doing high quality connections But Google looks at how many high how many quite high quality connections do you have coming into your website and It’s not just about numbers of about quality for these guys We saw their visibility go up to the yellows how many it’s a local contractor in Asheville South of Asheville were their base out of and we saw them go to the top of Google 54 terms We started with two or three and this is what you should have been seeing which is a measure of the visibility So we started with less as this number goes up more at the top of Google and you could see it went up to 14% And you could see the keywords Edition remodeler the dish and contractor all these keywords moved up 30 42 117 a hundred thirteen twelve percent twenty one percent twenty percent 110 ten percent seventy one hundred dollars a $1,200. I’m thinking you know maybe seven hundred sixty It’s I mean I was so anyway, it looks like I mean he’s super happy. He wants to keep spending more on Google ads And like I said his Google ads You know he’s spending around 7k or so on Google ads so Here we go if I look at the last 30 days all in with all campaigns $7100 there and around seven around $1,200 in Google LSA. All right, man. Let me know if you want to talk

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Key Takeaways

Want it done for you? See our roofing marketing agency.

Lane Roofing is a real PushLeads client that shows what happens when you combine service pages, consistent blogging, and quality backlinks. A comparable contractor, Ashrow Builders, grew from ranking for 2-3 terms to 54 keywords and pushed overall visibility from near zero to 14%. The same five-part SEO framework drove that result, and the same approach applies to roofing contractors like R4 Roofing who want more organic leads.

Multiple service pages are a core reason clients rank for more keywords and attract more traffic.
A portfolio with real job photos, or even an embedded Instagram feed, builds trust and improves engagement.
Blogging three times per week is one of the most important factors for sustained SEO results.
High-quality backlinks matter more than raw link count. Quality over quantity is what Google rewards.
Ashrow Builders went from 2-3 ranking terms to 54 after consistent work on pages, blogs, and links.
Organic visibility, measured as a percentage of possible impressions, climbed to 14% for that client.
Paid Google Ads and Google LSA work alongside SEO, not instead of it, as Ashrow’s $7,100 monthly ad spend shows.

What a Real Roofing SEO Case Study Actually Looks Like

A roofing contractor can realistically go from ranking for 2 or 3 keywords to ranking for 54 within a year by focusing on five fundamentals: targeting the right keywords, weaving those keywords into page content, publishing new pages consistently, blogging regularly, and earning backlinks from quality websites. That is not a theoretical framework. It is what happened with a local Asheville-area contractor I work with, Ashrow Builders, and it is what I laid out for R4 Roofing in the video this post accompanies. I have been doing local SEO full-time for 15 years and currently work with about 45 clients. The results vary, but the contractors who see the biggest jumps are almost always the ones who commit to all five areas instead of picking one or two. For roofing specifically, the opportunity is real because most local competitors are not doing the basics consistently. When you do them all, you tend to stand out quickly.

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Why Your Roofing Website Needs More Service Pages

More service pages mean more chances to rank, because each page can target a different keyword or service type. A site with only two pages, say roof repair and roof installation, can only reasonably compete for a small set of searches. The moment you add pages for related services, storm damage assessments, gutters, skylights, or commercial roofing, you give Google more content to index and more reasons to show your site for more queries.

How many service pages should a roofing site have?

There is no magic number, but I generally encourage clients to think about every service they actually perform and build a dedicated page for each one. If a homeowner would call you for it, it deserves its own page. For a full-service roofer that might be eight to fifteen pages. Each page should be focused on one service, include the local area you serve, and answer the questions a homeowner would have before calling.

What should each roofing service page include?

Each page needs a clear title that includes the service and the location, a thorough description of what the service involves, answers to common customer questions, and a call to action. Photos of actual work you have done on that type of job are a bonus. Pages that are thin, meaning just a paragraph or two, tend not to rank because they do not give Google enough signal that the page is genuinely useful. Aim for at least 500 to 700 words per service page as a starting point.

Do location pages help roofers rank in nearby towns?

Yes. If you serve multiple cities or counties, a dedicated page for each location helps you show up when someone in that town searches for a roofer. The content on each location page should be unique and reference actual details about that area rather than just swapping out the city name in a copied template. Google is good at detecting thin location pages, so put real effort into each one.

The Portfolio Problem Most Roofing Sites Ignore

A portfolio page with no photos, or only stock images, signals to potential customers that you may not have real work to show. Real job photos build trust faster than any marketing copy can, and they give Google image content to index. When I looked at R4 Roofing’s portfolio, the structure was solid but nothing was actually displayed. That is a missed opportunity on a site that is otherwise well-built and professional.

Should I hire a photographer for my roofing portfolio?

Hiring a photographer to stage and shoot one solid job day can produce dozens of usable images across multiple projects. That investment pays off in conversion rate improvements because visitors can see your crew, your process, and your finished work. If a full shoot is not in the budget right now, even phone photos of finished jobs are better than empty portfolio slots or generic stock images.

Can I use Instagram to fill my roofing portfolio?

Embedding an Instagram feed on your portfolio page is a practical shortcut if you are already posting job photos to Instagram. It keeps the page visually active without requiring you to manually upload images to your website every time. If you are posting to Instagram anyway, this costs you almost nothing extra and gives website visitors a live look at current work.

Do before-and-after photos help with SEO?

Before-and-after images tend to drive engagement, meaning visitors stay on the page longer and are more likely to contact you. That engagement signal is something Google pays attention to. Naming your image files descriptively, for example asheville-roof-replacement-before.jpg, also helps search engines understand what the image shows.

Why Blogging Three Times a Week Is Not Overkill

Publishing three blog posts per week is one of the clearest differences I have seen between roofing clients who rank well and those who stagnate. R4 Roofing’s last blog post was from 2021 when I reviewed the site. That gap means Google has not seen fresh content from the site in years, which is a signal that the site may not be actively maintained. The previous SEO company apparently was not producing content either, which is a common failure point.

What should a roofing contractor blog about?

The best roofing blog topics answer questions homeowners actually search for: how to tell if you need a new roof, what to expect during a roof replacement, how to file a homeowner’s insurance claim for storm damage, the difference between shingle types, and local weather events that affect roofs in your area. Each post is another indexed page, another chance to rank, and another piece of content you can share on social media or send in an email.

Does blogging frequency really affect Google rankings?

Yes, in my experience with 45 active clients it does. Sites that publish consistently give Google more reasons to crawl the site frequently, which helps new content get indexed faster. It also builds topical authority over time, meaning Google starts to see your site as a reliable source of roofing information for your area. Sites that go quiet for months lose that momentum and can drop in rankings even without any penalty.

You may also find this useful: MSP Case Study.

Can I use AI to help write roofing blog posts?

AI writing tools can speed up the drafting process significantly, but the posts still need to be reviewed, edited to sound like your business, and checked for accuracy. Pure AI content that is generic and unedited tends to underperform because it lacks the local specifics, real examples, and voice that distinguish your business from a national directory. Use AI as a drafting assistant, not as a publishing button.

Backlinks: Why Quality Beats Quantity for Local Roofers

A backlink from a respected local business association, a regional news site, or a supplier directory carries far more weight than dozens of links from low-quality directories. Google uses backlinks as votes of confidence, but it weighs those votes based on the credibility of the site casting them. If the previous SEO company for R4 Roofing was not building quality connections, that is likely a significant reason visibility was not growing.

What counts as a high-quality backlink for a roofing company?

High-quality backlinks come from sites that are genuinely authoritative and relevant: local chambers of commerce, home improvement publications, supplier manufacturer directories, local news articles that mention your business, and other legitimate local businesses that link to you as a trusted partner. Links from blog networks or generic link farms can actually hurt your rankings, which is why the source matters more than the count.

How many backlinks does a local roofing site need?

There is no universal target number. What matters is whether your backlink profile is stronger than your local competitors. I look at what the top-ranking roofer in your market has and build a strategy to close that gap with quality links. For most local roofing markets, a steady effort to earn five to ten solid backlinks per month will move the needle within six to twelve months.

Can I get backlinks without paying for them?

Yes. Joining your local chamber of commerce, getting listed on supplier websites, asking satisfied commercial clients to mention you on their site, and submitting to legitimate local directories are all ways to earn links without buying them. Sponsoring a local event or charity can also generate a mention from a credible local organization. These efforts take time but they produce durable results.

The Ashrow Builders Results Explained

Ashrow Builders is a local contractor based south of Asheville that I started working with when they were ranking for just two or three keywords. Using the five-part framework, we built out inner pages targeting kitchen remodeling and contractor terms, optimized page titles and meta descriptions, published weekly blog content, and built backlinks consistently. Visibility climbed steadily from the baseline until it hit 14% of possible impressions, and the site was ranking in the top positions for 54 different search terms.

What does 14% visibility mean in local SEO terms?

Visibility percentage measures how often your site appears in the top search results for a tracked set of keywords, relative to how often it could theoretically appear. A jump from near zero to 14% means the site is showing up in top positions across a meaningful portion of relevant local searches. For a contractor who was nearly invisible before, that represents a substantial increase in the number of homeowners who see their business without having to pay for an ad click.

Which keywords showed the biggest gains for Ashrow Builders?

The tracked keywords moved significantly across the board. Individual terms improved by 30 positions, 42 positions, 117 positions, and 113 positions in some cases. Terms like addition remodeler and addition contractor climbed sharply. Those are not overnight jumps. They reflect six to twelve months of consistent work across all five SEO pillars running at the same time, not just one tactic.

How does Google Ads fit alongside organic SEO for a contractor?

Paid ads and organic SEO serve different purposes and work well together. Ashrow Builders was spending around $7,100 per month across Google Ads campaigns and an additional $1,200 through Google Local Service Ads at the time of this video. Organic SEO reduces the cost-per-lead over time because you are not paying for every click, but ads can fill the pipeline while organic rankings are being built. Once the organic traffic grows, some contractors scale back ad spending or redirect it toward higher-value services.

What to Look for When Evaluating Your Current SEO Provider

If you are paying an SEO company and not seeing progress, the first thing to check is whether they are actually doing all five components: keyword targeting, on-page content, new page creation, blogging, and backlink building. Many agencies do one or two of these and call it SEO. The most common gaps I see when I audit a new client’s site are no blogging and no backlink work, which are also the two hardest things to fake in a report.

How can I tell if my SEO company is building backlinks?

Ask them to show you a list of the links they have built in the past three to six months, including the domain name and the page the link appears on. A reputable provider can show you this in a standard report. If they cannot or will not, that is a red flag. You can also use free tools like Ahrefs Backlink Checker or Moz Link Explorer to see what links are pointing to your site right now.

Should I be getting weekly or monthly SEO reports?

Monthly reports are the standard, and they should include ranking changes for tracked keywords, traffic trends from Google Search Console or Analytics, the new content published that month, and any links built. If a report shows you only traffic graphs without explaining what work was done to influence those numbers, it is not giving you enough information to evaluate whether you are getting value for your spend.

What is a realistic timeline for roofing SEO results?

Most clients start seeing measurable movement in rankings within three to six months. Significant traffic and lead flow improvements typically show up between six and twelve months. If you are in a competitive market like a major metro area, it may take longer. The Ashrow Builders results developed over a sustained campaign, not a single month, which is why consistency matters more than any one tactic.

Real Photos, Real Team, Real Trust

One of the things I noticed immediately with R4 Roofing’s website is that it has a well-designed about page featuring team members, which is genuinely valuable. Showing real people, including Jacob Clarkson and the other team members on the site, immediately builds a level of personal credibility that stock photos cannot replicate. That said, if any of the job site images on the site are stock photos or AI-generated, replacing them with real ones should be a priority.

How do real team photos affect a roofing site’s conversion rate?

Homeowners are letting a crew onto their property and trusting them with one of their biggest assets. Seeing real faces, real names, and real jobs builds a level of comfort that converts browsers into callers. Sites with authentic team and job photos consistently outperform sites with generic imagery when it comes to contact form submissions and phone calls, based on what I see across clients.

Is it worth paying for professional roofing photography?

Yes, especially if you stage a full job day. A few hundred dollars spent on a photographer can produce images that are used across your website, Google Business Profile, social media, and marketing materials for years. The cost per use, spread over time, is minimal compared to the trust it builds with potential customers who are comparing multiple roofing contractors before making a call.

What should I post on my roofing company’s Instagram to help my website?

Post finished jobs with a brief description of the project, location if the homeowner agrees, and any before-and-after comparison. Crew-in-action shots, material deliveries, and short video walkthroughs of a finished roof also perform well. Consistency matters more than production quality on Instagram. Posting three to five times per week keeps your feed active and gives you content to embed on your portfolio page.

Frequently Asked Questions

How long does it take for a roofing company to rank on Google?

Most roofing companies start seeing meaningful ranking improvements within three to six months of consistent SEO work that includes on-page optimization, regular blogging, and backlink building. Significant lead flow from organic search typically takes six to twelve months. Competitive markets may take longer. Contractors who commit to all five pillars of SEO at once tend to see results faster than those who take a partial approach.

How many blog posts should a roofing company publish per month?

In my experience with clients, publishing three blog posts per week produces the best results, which works out to around twelve posts per month. Even one per week is far better than nothing, and most roofing companies are not blogging at all. Each post is an additional indexed page and another opportunity to rank for a question a homeowner might type into Google before calling a roofer.

Do Google Local Service Ads replace the need for SEO?

No. Google Local Service Ads and organic SEO serve different functions. LSA gets your business in front of searchers immediately but requires ongoing spend for every lead. Organic SEO builds visibility that does not disappear when you stop paying. Most successful local contractors use both: ads to generate leads in the short term while organic rankings build up and eventually reduce cost-per-lead over time.

What is the most important SEO factor for a local roofing company?

There is no single most important factor because Google weights multiple signals together. However, if I had to prioritize, I would say consistent fresh content, meaning regular blog posts and new service pages, combined with quality backlinks produces the most reliable long-term results. Without fresh content, even a well-optimized site stagnates. Without backlinks, a content-rich site often cannot outrank competitors in the same market.

How do I know if my roofing website is being penalized by Google?

A sudden drop in organic traffic or rankings, especially following a Google algorithm update, can indicate a penalty or algorithmic demotion. Common causes include low-quality or purchased backlinks, thin or duplicate content, and keyword stuffing. Check Google Search Console for manual action notifications. If nothing shows there but traffic dropped sharply, it is likely an algorithmic issue rather than a manual penalty, and an SEO audit can help identify the cause.

Can a roofing company in a small market rank without backlinks?

In very low-competition markets, it is sometimes possible to rank primarily on strong on-page content and a well-optimized Google Business Profile. However, as competition increases even in smaller markets, backlinks become a differentiator. I have seen small-market contractors hold top rankings without a strong backlink profile, but they are also the first to be displaced when a competitor starts an active link-building effort.

What is a Google Business Profile and why does it matter for roofers?

A Google Business Profile is the listing that appears in local map results when someone searches for a roofer near them. It shows your rating, reviews, photos, hours, and contact information. Keeping it complete, accurate, and regularly updated with posts and photos helps it rank in the local map pack, which appears above organic search results and drives a high volume of phone calls for local contractors.

What did Ashrow Builders spend on SEO and ads to get those results?

The video does not break out the SEO retainer separately from the ad spend. What it does show is that at the time of recording, Ashrow Builders was spending roughly $7,100 per month across Google Ads campaigns and $1,200 per month on Google Local Service Ads. The client was happy enough with the results to want to increase that spend, which is a reasonable indicator that the return was justifying the investment.

Ready to Build Visibility That Keeps Growing?

The results with Ashrow Builders did not come from one clever trick. They came from consistently doing all five things at once: targeting real keywords, putting those keywords in the right places on every page, building out more service pages, publishing blog content regularly, and earning quality backlinks over time. R4 Roofing has a solid foundation with a professional site and a real team behind it. The gaps are fixable, and the opportunity to rank in a local roofing market with a full content and link strategy is real.

If you run a roofing company or any home-service business and you are not sure whether your current SEO efforts are covering all five bases, a free audit is the fastest way to find out. I will look at your site, your rankings, your backlink profile, and your content and tell you exactly what is missing. No pressure, no sales pitch, just an honest look at where things stand and what would move the needle. Reach out to us at PushLeads and we can set that up: https://pushleads.com/contact/.

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