From a Dozen Calls a Month
to 40+ — A Steady
Local Search Presence
How Desert State Roofing went from near-invisible in search to a steady stream of local calls across Cave Creek, Scottsdale, and Paradise Valley — in under a year.
Calls (Online)
Impressions
Views (+37.2%)
Growth
A Great Company Nobody Could Find
Desert State Roofing has served the Phoenix Valley since 2016 with a simple promise: do what you say you're going to do. With 30 years of combined team experience, a 52% close rate, and roughly 36 referrals a month, the team had the skills. What they didn't have was an online presence.
Before this engagement, the business was almost invisible in search. The few people who found them online rarely matched their target customer — 45+ homeowners with $500K+ homes in Cave Creek, Scottsdale, and Paradise Valley.
- Little Organic Visibility Very little organic visibility on Google prior to 2023 — essentially invisible in search
- Only 10–12 Calls Per Month Inbound phone calls per month from all digital channels combined
- Pages Not Being Indexed Key service pages existed on the site but were not being indexed by Google
- 100% Referral Dependent Nearly all revenue came from referrals — no scalable digital lead channel existed
- Established Competition Competing against established local roofers with years of SEO authority
A Local SEO Program Built Around Their Strengths
We built a full organic SEO program around Desert State Roofing's core advantages: a premium service area, high-value residential clients, and an exceptional customer journey. No paid ads. No third-party lead services. Pure organic growth.
Technical SEO & Indexing
- Full crawl audit — identified service pages stuck in "Discovered, not indexed"
- Fixed duplicate content from WordPress tag and category pages
- Resolved competing duplicate URLs on core service pages
- Submitted priority pages for re-crawl to accelerate indexing
Local SEO Content
- Rewrote key service pages: local signal audit, competitor analysis, full semantic rewrite
- Built all 7 service area cities into page copy as geo-targeted signals
- Optimized for Arizona buying triggers: monsoon season, extreme heat, UV exposure
- Aligned content with DSR's brand voice: Communication, Integrity, Quality Workmanship
Google Business Profile
- Built a complete, local-SEO-optimized GBP post content calendar
- Consistent posting cadence targeting Cave Creek, Scottsdale, and Paradise Valley intent
- Optimized service descriptions, categories, and Q&A for Phoenix Valley queries
- Grew the profile from near-zero engagement to consistent weekly interactions
Internal Linking & Site Authority
- Mapped and implemented internal links from blog posts to service pages
- Built cross-links between service area pages and primary services
- Created clear crawl pathways so Google could discover and index every priority page
Steady, Sustainable Growth
| Metric | Before | After |
|---|---|---|
| Monthly Phone Calls (Online) | 10–12 | 43 |
| Google Search Impressions (12 mo) | 47.9K | 168K |
| Website Clicks from Profile | 17 | 150+ |
| Organic Clicks to Site (12 mo) | ~125 | 350 |
| Avg. Search Position | 35.5 | 22.1 |
| Digital Lead Channel | None | Organic SEO |
Why This Worked
No shortcuts. Every result is sustainable, compounding organic growth built around DSR's real strengths.
Ready to Grow Your Roofing Business?
Desert State Roofing went from a dozen calls a month to 43 monthly calls, 150+ website clicks, and 168K organic impressions in under a year. Let us build your growth engine.