Case Study #7: Roofing Contractor (806 Top-Ten Keywords)
Client name and market details have been withheld.
The Situation: Roofing is one of the most competitive local service categories online. Homeowners searching for a repair or a new roof usually don't know which company to call yet, so the contractors that show up for those discovery searches win the work. This contractor needed to be found by people who had never heard of them.
The Snapshot (October 2026, Semrush):
- ~17,600 estimated monthly organic visits
- 3,967 keywords ranking in Google
- 806 keywords in positions 1–10
- 91.7% of estimated organic traffic from non-branded searches
Visibility That Isn't Just the Company Name: Less than 9% of the contractor's estimated traffic came from people searching its brand. The rest came from customers looking for a roofer. The biggest single example: "roof repair near me", a term with roughly 74,000 monthly searches, ranked at position 4 and accounted for about 10% of the site's estimated organic traffic.
| Keyword | Placement | Monthly searches | Est. traffic share |
|---|---|---|---|
| roof repair near me | Organic #4 | 74,000 | 10.07% |
| roof repair [city] | Local / map result | 1,900 | 2.67% |
| roofing companies [city] | Local / map result | 1,600 | 2.24% |
| roofing [city] | Local / map result | 1,600 | 2.24% |
Where the Rankings Sit:
| Ranking range | Keywords |
|---|---|
| Positions 1–3 | 225 |
| Positions 4–10 | 581 |
| Positions 11–20 | 625 |
| Positions 21–30 | 479 |
Another 625 keywords sit on page two, which gives a ready-made list of terms to review for the next round of page improvements.
Buyer Intent: Semrush classified 72.7% of the ranking keywords as commercial (people comparing providers) and 7.5% as transactional (people ready to act). That's the kind of traffic a roofing company wants.
The Takeaway: Roofing SEO works when each type of customer search lands on a page built for it: repairs, replacements and commercial roofing all need their own clear service content, local context and an easy way to request an estimate.
About These Numbers: Figures come from a Semrush Domain Overview (US desktop) generated October 12, 2026. Traffic and search volumes are third-party estimates, not verified visits or leads, and rankings vary by location, device and time. This is a point-in-time snapshot, not a before-and-after comparison.
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