A local roofing contractor in Mt. Clemens, MI, began investing in their SEO strategy in July 2017 at $350 per month. At this time, the website domain was about two years old. This is equivalent to a business running an open storefront for about two years. 

As a local roofer in the northern US, the prime time to invest in SEO is during the latter half of winter and spring to ramp up for a busy summer. 

This case study looks at 2018 and 2019 business data for the months of January through July. During 2018, the monthly SEO investment was $350. In July of 2018, the monthly budget increased to $600. 

The hypothesis for this case study is that an increased investment should lead to increased visibility (measured via impressions), increased traffic to the site (measured via clicks), and increased leads flowing through the site (measured via conversions). 

It will also look at the optimizations completed during each of the given time periods to determine if it is the frequency or type of task done on the site that contributes to the results.

Period 1: January 2018 - July 2018

Setting the stage, at the time this first period of data collection began, the website had undergone about 5 months of initial optimizations, consisting of keyword research, initial page optimizations, and other strategy-building elements.

The tracked period between January and July 2018 is considered an on-going strategy focused on content creation, promotion, and data analysis to determine the most effective next steps of the SEO strategy.

Tasks Completed During Period 1

  • Optimized SEO titles and meta descriptions on 14 pages
  • Created and published 2 new pages of content on the keyword “roofing repair” totaling 1,500 words
  • Optimized home page content to refine “roofing” keyword focus
  • Optimized blog content to favor “Owens Corning” keywords
  • Connected internal pages with a link-building strategy
  • Optimized 4 pages of blog content written by the client totaling 1,800 new words to the site
  • Optimized 8 internal pages with “roofing” and other exterior-service-based keywords

During this period, the site was optimized on 7 different occasions.

The total investment during this 7-month period totaled $1,240. There were some months during the timeframe in which the client did not pay the $350 monthly and, consequently, did not have work done on the site. This inconsistency could be a variable in the results.

Quick look at the data during this period:

  • Organic impressions: 33,393
  • Organic clicks: 1,981
  • Organic conversions: 65

Period 2: January 2019 - July 2019

The next period of data analysis measures the same time frame as the previous year. This is intended to eliminate additional variables consistent with the seasonality shifts of a roofer’s work year.

During this period, the business increased their monthly SEO investment from $350 to $600. The SEO Specialist on the account consistently created and promoted organic content for the site.

Tasks Completed During Period 2

  • Created and published 4 blogs and featured images totaling 4,700 words
  • Created and published 5 pages totaling 5,700 words
  • Optimized all new blogs and pages with a robust, conversion-focused layout
  • Optimized 24 existing pages and blogs to refresh the content and refine keyword focus

During this period, the site was optimized on 11 different occasions.

The total investment during this 7-month period totaled $4,215. The business owner invested consistently during Period 2, which may have led to more consistent and reliable results.

Quick look at the data during this period:

  • Organic impressions: 186,222
  • Organic clicks: 7,335 
  • Organic conversions: 135


With an increase in budget and consistency optimizing the site during Period 2, the business saw an exponential growth in organic impressions. Period 2 had more than 5x growth in impressions compared to the previous year. An increase in impressions is an increase in visibility and more potential traffic to the site itself.

Clicks are the measurement of people who visit the website. In this study, the business saw an increase in clicks to the site during 2019 that was 3x the number of clicks during the same period of 2018.

Comparatively, the number of conversions increased during Period 2 compared to Period 1; however, it did not grow at a rate close to the impressions or clicks for the site. Though the conversions doubled between Period 1 and Period 2, the percentage of conversions compared to clicks for the same period decreased from 3.2% to 1.8%. The notable fact is that conversions did still increase during 2019, but they did not scale in the same way as the other metrics.


There is a significant improvement for this roofing business’ website based on the SEO tasks completed, budgets invested, and data collected during these two time periods (January - July of 2018 and then the same period during 2019). 

Period 1 (January - July 2018) had a smaller, inconsistent budget, which led to fewer tasks completed on the SEO strategy. This resulted in fewer impressions, clicks, and conversions.

Period 2 (January - July 2019) had a larger, consistent budget, which led to more tasks completed that were also more robust and authoritative. This resulted in more impressions, clicks, and conversions across the board.

Impressions, clicks, and conversions are trackable metrics for site visibility, traffic, and lead generation. Based on the data presented, it is clear that an increased budget paid regularly leads to consistent and higher-quality SEO work done on the site. This leads to better site metrics, which directly translates to business growth.