A fictional business. The figures are a modelled scenario, not a client result.
Case file · Local · 9 months
Varnel Roofing
Family roofing contractor · Plovdiv · Bulgaria
Old Town“heritage roof tiles”not in the top 20 now #2 in the map pack
Each tile is one Plovdiv neighbourhood. Scroll to turn them, or press any tile to see its map-pack rank.
01 · The challenge
Storm-driven demand spiked several times a year but went to lead aggregators; the crew had an unverified Business Profile and a single-page site.
Plovdiv gets three or four serious hailstorms a year. Each one sends searches for roof repair up fivefold for about ten days. Varnel’s six roofers were good enough to be booked solid by word of mouth, but in those ten days homeowners searched on their phones, in the rain, and tapped whatever the map showed first: usually a lead aggregator that sold the job on to the highest bidder. The crew was busy at exactly the moments it could have been building a local reputation.
Demand (hail weeks)Calls Varnel received
02 · Inspection report
2 critical · 4 major · 2 minor
CriticalLocal
Pinned to the owner's home in Trakia with “Construction company” as the primary category. Google had no reason to show it for “roofer”.
CriticalLocal
An old landline, a mobile and an aggregator's tracking number across 14 directories. Inconsistent NAP split the crew's local signal three ways.
MajorContent
A single scrolling page: no page per service, none per neighbourhood, and the word “hail” appeared nowhere on the site.
MajorReviews
Competitors in the pack averaged 90+. Nobody asked a customer for a review after the ladder came down.
MajorTechnical
No LocalBusiness / RoofingContractor markup, no areaServed, no opening hours, so nothing told search engines where the crew works.
MajorTechnical
A 4.1 MB hero photo, and the phone number was part of an image, so it could not be tapped on a phone in the rain.
MinorLocal
Map-pack rivals showed 60+ geotagged before/after shots; Varnel showed a logo.
MinorContent
Nothing said “we come out after hail” — the one message storm-hit homeowners search for.
03 · The strategy
Four tactics, laid in the order a roofer would: structure first, weatherproofing last. The engagement ran on our Local plan, scoped for one city and sixteen neighbourhoods.
01 · The ridge
The most visible line of the roof: the listing that appears in Maps.
02 · The courses
Rows of tiles, each one overlapping the next: one page per neighbourhood and service.
03 · The weathering
A roof earns its colour over time; reviews do the same, steadily.
04 · The battens
The hidden timber that holds everything level: structured data.
04 · 9 months on the roof
Profile verified, category fixed, three phone numbers merged into one.
Site rebuilt: 6 service pages, tap-to-call, LCP down to 1.9 s.
First hailstorm. Storm-alert post live in 90 minutes; 11 calls in two days.
First 8 neighbourhood pages. Review SMS flow switched on.
Second storm. Varnel holds a top-3 pin in 20 keywords as demand peaks.
Third storm. Hail-damage page reaches #1 organic and the pack.
Remaining 8 neighbourhood pages; schema areaServed completed.
Directory clean-up finished; 118 reviews at a 4.9 average.
31 keywords in the top three. The pack is held between storms too.
05 · Results
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Map-pack top-3 keywords
4 → 31
×7.8 in the period
Organic leads / month
9 → 38
×4.2 in the period
Google reviews
12 → 147
×12.3 in the period
Mock-up of a phone search for “roofer plovdiv” from the city centre.
Varnel Roofing: position 14, behind two lead aggregators.
Ten of the 31 map-pack top-3 keywords. Positions are map-pack ranks from a central Plovdiv location.
| Query | Searches / mo | Before | Month 9 | Movement |
|---|---|---|---|---|
| ремонт на покрив пловдивroof repair plovdiv | 880 | #14 | #1 | |
| покривджия пловдивroofer plovdiv | 720 | #9 | #1 | |
| покривни услуги пловдивroofing services plovdiv | 590 | 20+ | #1 | |
| хидроизолация на покрив пловдивroof waterproofing plovdiv | 480 | #12 | #2 | |
| смяна на керемидиtile replacement | 390 | 20+ | #2 | |
| щети от градушка покривhail damage roof | 320 | 20+ | #1 | |
| течащ покрив спешноleaking roof emergency | 260 | 20+ | #1 | |
| улуци монтаж пловдивgutter installation plovdiv | 210 | #7 | #2 | |
| ремонт на коминchimney repair | 170 | 20+ | #3 | |
| покрив тракияroof trakia | 90 | #5 | #1 |
Your roof, your city
If your demand arrives in bursts — storms, heatwaves, burst pipes — the Local plan builds the local presence that is already there when the burst comes.