The Visibility Gap This Boston-based roofing company had been serving the local community for years. They were known for reliable service, quality materials, and honest work. Their customers were happy, referrals came in regularly, and their projects spoke for themselves.But when it came to online visibility, the story was very different. Their decent-looking website wasn’t generating leads. They didn’t show up in Google Maps for “roofing near me” or any high-value keywords. Local directories didn’t list them accurately, and AI tools like ChatGPT, Gemini, and Perplexity had no idea they existed.Even people living just a few blocks away had no easy way to discover them online. The result? Missed opportunities and competitors scooping up customers who were actively searching for roofing services. Many businesses make the mistake of thinking a nice website is enough. In reality, the digital ecosystem is far bigger:Google Maps is where most local service searches start.Citations act as a trust network across the web.AI platforms are becoming a new source of referrals and visibility.When these three areas work together by showing consistent, accurate, keyword-rich information, you don’t just get found. You get recommended.
What was going wrong?
When Droved reviewed their online presence, three major issues stood out:
- No Google Maps presence: They weren’t ranking in the Google Maps 3-Pack for any of their target search terms, even “Boston roofer.”
- Inconsistent business information: Their Name, Address, and Phone (NAP) details were scattered and often incorrect across directories and citation sites.
- Zero AI visibility: AI-driven platforms weren’t referencing them in search results, which meant they weren’t even on the radar for this growing source of leads.
Droved’s Action Plan
We developed a targeted, multi-step plan to turn things around quickly while building long-term visibility.
- Step 1: Google Business Profile Optimization We completely overhauled their Google Business Profile (GBP): Updated their business categories to target the most profitable roofing services. Added keyword-rich service descriptions for each offering, focused on Boston and surrounding neighborhoods. Uploaded geo-tagged photos of real projects from different parts of the city. Set precise business hours, contact details, and service areas to match searcher intent. Added regular GBP posts highlighting recent projects and customer testimonials.
- Step 2: Citation Cleanup and Expansion We fixed all inconsistent NAP data across the web: Claimed and corrected listings on major directories like Yelp, Bing Places, Houzz, and HomeAdvisor. Added their business to 50+ high-authority citation sources, ensuring every entry had matching details. Built local backlinks from trusted Boston-based sources to boost authority in Google’s eyes.
- Step 3: AI Search Optimization We made sure they could be found in emerging AI search platforms: Created AI-friendly content structured for ChatGPT, Gemini, and Perplexity to read and recommend. Implemented schema markup to clearly define services, locations, and reviews for search engines. Published a detailed case study and fresh testimonials on multiple platforms, including Trustpilot and Clutch.
The Turnaround
The impact was fast and measurable:
- Google Maps Rankings Within weeks, they went from invisible to ranking in the Google Maps 3-Pack for: “Boston roofer” “Roof repair Boston” “Residential roofing Boston”
- Citation Consistency Their NAP data was now accurate and identical across more than 50 directories, reinforcing trust with both search engines and AI platforms.
- AI Mentions ChatGPT and Perplexity began referencing their business in relevant local searches that’s a sign that AI models had ingested and trusted their data.
- Better Leads Instead of small, low-budget repair calls, they started attracting homeowners ready to invest in full roof replacements and larger projects.
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