He'd been a roofer for 15 years. He already had a website.
"It's fine," he told me. "My clients come from word of mouth."
That's usually how these conversations start.
I asked him to search for "couvreur Mérignac" on Google. His base was 8km from Mérignac. He'd worked there dozens of times. He didn't appear.
Neither for Pessac. Talence. Floirac. The Bordeaux suburbs where most of his revenue came from.
His website existed. It just didn't exist anywhere specific.
That's the problem we solved. Here's exactly how.
The diagnosis: one page, twelve searches
His site had a homepage. An about page. A services page. A contact form.
The homepage title tag said something like: "[His Company] : Couvreur Bordeaux et Gironde"
That one page was trying to rank for:
- couvreur Bordeaux
- couvreur Mérignac
- couvreur Pessac
- toiture Bordeaux
- réparation toiture Bordeaux
- isolation toiture Mérignac
- ...and about 15 more searches his clients were actually doing
Google can't give a single page maximum relevance for a dozen different queries. It spreads thin. You end up ranking 15th for everything, or first for nothing.
The fix isn't writing better copy on that one page. It's giving each search its own page.
The architecture: city × service
For every combination of city and service, you create a dedicated page.
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