Citations + reviews beat content
For local service businesses, citation quality and review volume are the highest-leverage ranking factors. We pushed for these over more "content marketing" — and the rankings followed.
Case Study · Roofing Contractor · Central Florida
Multi-location roofing contractor
Multi-location roofing contractor
fixes their GMB, citations, and schema.
A Central Florida roofing company with operations in 6 metro areas came to us with a tangled GMB profile, inconsistent citations, broken schema, and a website that had been managed by 3 different "SEO agencies" before us.
What we walked into
- ⨯ The client had been with two previous agencies over 4 years. Each handover broke something.
- ⨯ GMB had wrong-business-name posts (from a previous owner) and posts targeting cities they didn't serve.
- ⨯ Citation profile had inconsistencies across 100+ directories — different phone numbers, different business names, addresses that no longer existed.
- ⨯ Schema markup was a mess — duplicate AggregateRating blocks, BreadcrumbList errors, missing Service schema across the entire site.
- ⨯ 590+ legacy URLs from the old site were either redirecting to dead pages or 404'ing entirely.
What we did
No silver bullet. Just the methodical, unfashionable work that moves rankings for local service businesses.
01
GMB cleanup
Removed all posts referencing wrong business names and wrong-geography targets. Restructured posts to focus on the actual service areas. Fixed category selection.
02
Citation audit + correction
Audited all 100+ citations. Identified 6 tiers of priority. Corrected NAP inconsistencies. Disavowed harmful citations. Built net-new citations on missing high-authority directories.
03
Schema overhaul
Removed duplicate AggregateRating blocks. Fixed BreadcrumbList errors. Upgraded Article to BlogPosting. Added HowTo schema to guides. Added Service schema across all service pages.
04
590+ redirect map
Mapped every legacy URL with traffic or backlinks to a current URL. Preserved every drop of equity from the previous site.
05
Meta cleanup
Removed 29 instances of brand-name stuffing across title tags. Rewrote meta descriptions for top 50 pages based on actual GSC click data.
06
Review system
3-touch SMS-based post-job review request system. Average 5-10x more reviews per month than before.
Takeaways
If you're in a similar situation, these are the patterns we'd want you to know about.
Legacy cleanup is undervalued work
Most agencies want to do new "campaigns." But fixing what previous agencies broke is often the highest-ROI work for an established business.
Schema is invisible until it isn't
Bad schema gets you penalized in Rich Results. Clean schema gets you star ratings, breadcrumbs, and FAQ snippets in search — all of which raise CTR.
Client name not disclosed by request. All details accurately reflect real work performed. Specific metric ranges anonymized to protect client identity in a competitive market.