Rafero

How I got here

I did not start in SEO. I started building websites — WordPress, local business sites, freelance marketing work, learning on real projects for real clients who needed something to actually work.

SEO found me through that. I kept building sites that looked good and did nothing, and eventually the obvious hit me: a great website means nothing if nobody can find it. So I went deep on search, and spent the next few years testing strategies across every industry that would have me.

The client who changed the business

My first roofing client came through a referral from another local business. Their site looked fine. Their organic visibility was almost nothing, and they were carrying the whole company on paid ads and word of mouth.

We rebuilt the site structure, optimised the service pages, created location-specific content, fixed the technical problems that were holding everything back, and rebuilt the Google Business Profile properly. Within a few months they were ranking for high-intent local searches, organic leads were coming in, and their dependence on paid advertising had dropped.

That project showed me how much opportunity was sitting in roofing — good companies, invisible online, being sold generic marketing by people who had never thought about the difference between a repair search and a replacement search. It is why I eventually stopped taking anything else.

What I got wrong in year one

I chased rankings instead of revenue.

I thought the job was getting clients to rank number one for as many keywords as possible, and I was good at it. But rankings do not pay for crews. A client can rank for forty terms and still not have enough work — I have watched it happen.

Now I start from the other end: search intent, qualified leads, conversion, local visibility, and the authority that actually produces phone calls and estimate requests. A keyword is only worth something if it brings a customer who wants to hire a roofer.

What I believe that most agencies would argue with

Most roofing companies do not need more traffic. They need better visibility on high-intent searches, and a website that converts.

Plenty of agencies will chase thousands of blog visitors with broad informational content and produce a report that looks fantastic. I would rather get a roofer ranking for commercial roofing near me, emergency roof repair, or roofing contractor in their service area — because those searches turn into jobs and the blog traffic does not.

One qualified roofing lead is worth more than a thousand visitors who were never going to hire anyone.

Where I publish

Client interviews and breakdowns go on YouTube. Shorter thinking goes on LinkedIn. Everything I claim is backed by a dashboard I will show you.

Contact

Email info@roofersgrowths.com or book a free audit. You will speak to me.