How We Boosted Local SEO and Rankings for a Roofing Company in Michigan in A Couple Months

• Underperforming Local Pages: High-potential locations weren’t ranking for target keywords. 
• AI-Generated Content Flags: Entire page content flagged as 100% AI-generated. No human tone or local relevance, hurting trust with both users and Google.
• Technical and Structural Issues: Missing roofing contractor schema. No embedded maps or location-specific optimization. Reviews and trust elements were absent.‍
• Missed Local Opportunities: No blog content tied to the target service area. No ZIP code targeting despite location specificity.

This Michigan-based roofing company provides home improvement services across several cities, including Grand Rapids and surrounding areas. Established as a multi-location contractor, they offer roof replacements, repairs, siding, and more. With deep local roots and an expanding presence, the company serves homeowners looking for dependable, community-focused roofing services.

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When we began work in mid-March 2025, the company had multiple service locations, but some of the highest search-volume areas weren’t performing well in local search. Despite solid offline operations, one key location page wasn’t ranking, lacked trust signals, and was flagged as 100% AI-generated by detection tools.

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• Underperforming Local Pages: High-potential locations weren’t ranking for target keywords. 
• AI-Generated Content Flags: Entire page content flagged as 100% AI-generated. No human tone or local relevance, hurting trust with both users and Google.
• Technical and Structural Issues: Missing roofing contractor schema. No embedded maps or location-specific optimization. Reviews and trust elements were absent.‍
• Missed Local Opportunities: No blog content tied to the target service area. No ZIP code targeting despite location specificity.

The company wanted to improve visibility for one specific city with high competition and search volume. The goal was to rank locally, appear trustworthy to Google, and start converting organic traffic into qualified leads.

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We took a hyper-local, trust-building SEO approach, aimed at humanizing the content, strengthening local signals, and resolving technical friction.

Objectives:

• Rebuild the location page to remove AI-detection risk
• Add real-world signals: maps, reviews, schema
• Ensure technical and on-page SEO alignment
• Support local page with relevant blog and ZIP content

Actions Taken:

• Full Rewrite of Location Page: Replaced AI-generated content with human-written, locally relevant copy
• Embedded Google Map & Reviews: Increased location-specific trust signals
• Meta Tag Optimization: Custom titles and descriptions to match searcher intent
• Roofing Contractor Schema: Implemented structured data for local SEO clarity
• Created Local Blog Post: Added supporting content around Grand Rapids roofing topics
• Launched ZIP Code Page: Targeted Grand Rapids neighborhoods more precisely
• Fixed Technical Issues: Cleaned up crawl errors, improved page speed, and validated mobile usability

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The improvements went live progressively through April and May. Within weeks, the optimized location page gained traction, earning rankings for new local keywords and building trust with Google thanks to the de-AI’d content.

Location page now ranking for targeted local queries. Improved impressions and clicks from Grand Rapids-area searchers. Blog post and ZIP code page supporting increased engagement.

AI-content detection score reduced from 100% to 0%!  Google began showing the page more confidently, and human-written content helped improve on-page engagement.

Technical health improved as well. Schema markup was correctly indexed. Page speed and usability metrics improved. Clean crawl diagnostics were confirmed by SEO audit tools. 

In terms of business impact, search presence expanded in a highly competitive location, and the company is now set up for further location expansion using the same playbook. 

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