Sloped-roof specialist: the local go-to roofer in 5 cities
A roofer was trying to stand out on a word all its competitors were fighting over. We built its visibility on what it does better than anyone else, city by city.
Pairing a real specialty with a specific area turns a small business into the go-to name in its zone.
The context
The company works on residential roofs. When we started, in March 2024, it hoped to rank for “toiture” (roofing) across all of Montréal.
The challenge
On such a broad term, every roofer in the region plays the same game, and the biggest budgets win. Yet the company had an edge that this word completely erased: its expertise in sloped roofs.
My approach
I shifted the effort to more specific searches, the ones combining the trade, the type of roof and the city. A homeowner typing that kind of query already knows what they need and where they live. Each target city got its own presence, from Montréal to Laval by way of the North Shore. I won’t say more about the area covered, so as not to point competitors to the company.
The result
The company now holds the top positions for searches like “roofer + type of roof + city” in 5 cities. In those cities, homeowners find it first as the sloped-roof specialist.
What this case shows
A small business rarely wins on a generic word. It wins where its specialty meets a local need, and the job of an SEO consultant is to find that spot before optimizing anything.
I make it a test for any provider: picking the battle you can win rather than a “best agency” title.
Next case study: BNP Paribas Cardif, +190% qualified organic traffic.