Content Strategy Grows Organic Sessions 90% for Roofing Manufacturer
Targeted content strategy helped a national roofing manufacturer break away from reliance on branded traffic and build visibility for the high-volume queries that matter most.
Improved organic visibility and traffic to the site
Timeframe: Year over Year
Situation:
A national composite roofing manufacturer held a strong position in their market but their organic search presence didn’t reflect it. Most visibility was tied to branded queries. For high-volume category terms like “slate roof” and “shake roof,” the site was largely absent, leaving significant search demand on the table.
Approach:
I built the strategy around a simple insight: buyers in this category search by material and roofing type long before they search by brand. Capturing that earlier-stage demand meant getting precise about which queries were worth targeting and what content those searchers actually needed.
Keyword and search behavior research identified the highest-opportunity targets based on volume and competitive difficulty. From there, I expanded the blog with content built specifically for buyers in research mode and strengthened product pages to hold up against commercial intent queries and reinforce the brand’s authority in each category.
Outcome:
The shift toward category-level visibility produced results across every metric. Organic sessions grew 98% and clicks increased 90% year over year. Click-through rate improved 72%, a signal that the content was connecting with the right searchers, not just generating impressions. Non-branded clicks from roofing-related terms grew 168%, and organic sessions outpaced the roofing industry benchmark by 142%.
Work completed during my tenure at an agency. For this client, I was responsible for developing and executing the SEO strategy.