Introduction
In January 2019, Industrial Roofing Services (NE) Ltd, based in Newcastle upon Tyne, engaged KAP SEO Services to strengthen its online visibility and generate more qualified commercial roofing enquiries.
As specialists in industrial and commercial roofing, the business needed a modern website structure, stronger search visibility and a technical SEO foundation that could support long-term growth.
Client Objective
The project required a website rebuild and structured Local SEO strategy designed to support visibility, lead generation and authority in the industrial roofing sector.
- Increase organic visibility across industrial roofing terms in the North East
- Generate qualified enquiries through improved design, structure and content
- Build long-term search authority in a competitive commercial roofing market
- Create a technical foundation for sustained SEO performance
SEO in Brief
The project delivered a major increase in keyword coverage, first-page visibility and organic traffic.
- Starting point: 20 keywords ranking in Google
- Starting visibility: only one keyword appeared on page one
- By June 2020: 590 total keywords ranked
- First-page rankings: 63 achieved first-page positions
- Organic traffic: increased by 89% year-on-year
Project Steps
1. Benchmarking
We benchmarked rankings, crawl data and performance metrics to set a measurable baseline. These findings shaped a clear Technical SEO roadmap and future content strategy.
2. Strategy and Design
KAP SEO Services developed the SEO and marketing plan, partnering with JDP Digital for design implementation. The new site was structured around mobile performance, clarity and conversion alignment.
3. Website Development
The build focused on targeted service pages for industrial, commercial and emergency roofing, helping improve both keyword reach and user experience.
4. Content and Metadata
Keyword research guided page content, titles and metadata. Each page was written to improve topical relevance, conversion clarity and brand authority.
5. Launch and Tracking
Performance was monitored through Google Analytics and Search Console, tracking keyword movement, traffic and enquiry trends. Ongoing audits and paid search testing helped reinforce steady growth.
The Outcome
- Keyword growth: 20 to 590 ranking keywords within 18 months
- First-page rankings: 63 competitive roofing terms
- Organic traffic: 89% year-on-year increase
- Lead generation: consistent enquiries from improved organic visibility
Industrial Roofing Services (NE) Ltd gained stronger visibility across the North East and commercial roofing market, with a search structure capable of supporting ongoing enquiry generation.
Client Feedback
“Very pleased with the work and effort Kered has put into promoting my business. Nothing is too much trouble and his aim is to understand mine and my business needs.”
Conclusion
This project shows how structured technical SEO, a focused website rebuild and service-led content can transform organic visibility and lead generation for a specialist trade business.
Benchmarking, strategic development and continuous monitoring gave Industrial Roofing Services a measurable foundation for long-term search growth.
Discover more real SEO case studies, including Donna’s Pet Services and bibic, or browse our client feedback.
FAQs – Industrial Roofing Services Case Study
How long did it take to see SEO results?
Within 18 months, keyword coverage grew from 20 to 590, with 63 first-page rankings and an 89% increase in organic traffic.
Can other local businesses achieve similar growth?
Yes. Results depend on competition, starting visibility and implementation, but structured SEO can significantly improve visibility and enquiry flow for service businesses.
What was the key turning point?
The benchmarking process created a clear data foundation for technical, design and content improvements, allowing the rebuild to target measurable growth from the start.
Do you only work with roofing companies?
No. KAP SEO Services supports trade, industrial, commercial and service-based businesses across the UK through technical SEO, local SEO and long-term optimisation strategies.
Want SEO Growth Like This?
KAP SEO Services can review your website structure, technical SEO, service pages and local visibility to identify practical improvements that support stronger rankings and more qualified enquiries.