How a Kansas City Roofing Company Achieved 120% Organic Traffic Growth
An SEO CASE STUDY
The Results
120% Increase in Organic Traffic
(2022 to 2024)
111% Increase in
Page 1 Keywords
97.6% Improvement
in Keyword Ranking
84% Organic
Traffic Share
The Problem
Invisible Online. Losing Leads. Bleeding Money.
Prior to partnering with Summit Media Solutions, this Kansas City-based roofing company faced a critical challenge: They were virtually invisible online. Despite their investment in paid advertising channels, their organic traffic was minimal as they failed to rank for high-value keywords like "Roofing Contractor Kansas City", "Roofing Company Lawrence KS", or "Roof Repair Overland Park KS". This lack of visibility meant they were missing out on ready-to-convert leads—people actively searching for services in their area. Worse, their existing site wasn’t optimized to capture the few visitors they did attract.
Early Strategy & Challenges
Initial SEO efforts made progress, but engagement and rankings needed more firepower.

To address low organic traffic, the roofing company engaged Summit Media Solutions for an SEO program starting in December 2022. We conducted a full SEO audit, identifying target areas, including keywords, location-specific search terms, and content opportunities.
We rolled out a customized SEO program targeting a blend of base SEO in their hometown of Kansas City, KS, and extra geographic locations (GEOs). Our initial strategy included improving rankings for 35 primary keywords spread across multiple Kansas City-area locations, including Kansas City, Leawood, Overland Park, Prairie Village, and Lawrence, KS.
However, progress was slow during the first few months. While keyword rankings did improve and organic traffic grew, engagement on the website remained a challenge, with average session times being relatively low. The client also faced competition in key areas, such as Overland Park and Lawrence, where additional focus and adjustments were required.
Our talented web team launched a new website with improved functionality and design in April 2023, which was optimized for better user engagement and conversion.
We enhanced efforts through our Max Power Boost product, focusing on additional on-page and off-page optimizations and backlinking in key competitive areas like Overland Park, Lawrence, and Leawood to boost visibility in this challenging vertical. This allowed for a more strategic allocation of resources to improve keyword rankings.
Turning The Corner
Building on the foundation to achieve greater performance and ROI
As the campaign matured, we didn’t settle for “good enough.” We analyzed performance trends, user behavior, and competitive data to identify exactly where we needed to go further. Certain markets—like Overland Park and Lawrence—remained highly competitive. And while rankings had improved, we saw even more opportunity to amplify results with deeper optimization.
That’s when we elevated the SEO program from foundational to advanced SEO tactics. This is where we are at today, focusing on enhanced tracking infrastructure, technical SEO upgrades, building out new website pages and refining content. We are far from done on this project as we strive each day to improve rankings and ensure no rankings are lost.
The Results
We didn’t just help them show up—we helped them stand out and convert.
120% Increase in Organic Traffic
(2022 to 2024)
Between 2022 and 2024, organic traffic to the roofing company’s website grew by 120%, significantly outperforming other traffic channels like paid search.
111% Increase in Page 1 Keywords
Initially, the roofing company had only one keyword on page 1 of Google. By the end of 2024,
35 of their 42 primary keywords ranked on page 1. This improvement significantly impacted their visibility and ability to attract qualified leads.
97.6% Improvement in Keyword Ranking
41 out of 42 of the client’s primary keywords improved, with an impressive 37 keywords landing on page 1, starkly contrasting the initial state.
84% Organic Traffic Share
Despite ongoing ad spend, it was organic traffic that became the undisputed MVP—skyrocketing to 84% of all site visits and outperforming every other channel by a wide margin.
Key Takeaways
- Organic Became the #1 Revenue Channel
A targeted SEO strategy turned organic search into the company’s primary driver of leads, outperforming paid ads and referral traffic combined. - Local SEO = Local Dominance
By optimizing for city-specific keywords, we helped the client rank in multiple competitive GEOs—unlocking new markets without increasing ad spend. - Massive Keyword Lift = Maximum Visibility
97.6% of tracked keywords improved, with 88% now ranking on page one—solidifying their authority in the local roofing niche. - Traffic Quality, Not Just Quantity
Longer session durations, lower bounce rates, and stronger lead conversion rates proved that SEO brought the right traffic—not just more of it. - Smart Strategy Beats Ad Spend
While the client maintained paid ads, it was the SEO efforts that delivered sustainable, compounding ROI with far greater cost efficiency.
Summit Media Solutions has been helping my business for several years now in different capacities. They have assisted with social media postings, website management, soliciting reviews from customers, and even helped rebuild our website earlier this year. They have helped us implement an SEO program which has brought increased traffic to our site and increased leads as well. Their team is always responsive and easy to work with. I can count on them to accomplish whatever we request usually within a day's time. We have been pleased with the success they have helped drive in our business and I would recommend them to other businesses looking to increase their digital presence.
Roofing Company Owner
How a Kansas City Roofing Company Achieved 120% Organic Traffic Growth
An SEO CASE STUDY
The Results
120% Increase in Organic Traffic
(2022 to 2024)
111% Increase in
Page 1 Keywords
97.6% Improvement
in Ranking
84% Organic
Traffic Share
The Problem
Invisible Online. Losing Leads. Bleeding Money.
Prior to partnering with Summit Media Solutions, this Kansas City-based roofing company faced a critical challenge: They were virtually invisible online. Despite their investment in paid advertising channels, their organic traffic was minimal as they failed to rank for high-value keywords like "Roofing Contractor Kansas City", "Roofing Company Lawrence KS", or "Roof Repair Overland Park KS". This lack of visibility meant they were missing out on ready-to-convert leads—people actively searching for services in their area. Worse, their existing site wasn’t optimized to capture the few visitors they did attract.
Early Strategy & Challenges
Initial SEO efforts made progress, but engagement and rankings needed more firepower.
To address low organic traffic, the roofing company engaged Summit Media Solutions for an SEO program starting in December 2022. We conducted a full SEO audit, identifying target areas, including keywords, location-specific search terms, and content opportunities.
We rolled out a customized SEO program targeting a blend of base SEO in their hometown of Kansas City, KS, and extra geographic locations (GEOs). Our initial strategy included improving rankings for 35 primary keywords spread across multiple Kansas City-area locations, including Kansas City, Leawood, Overland Park, Prairie Village, and Lawrence, KS.
However, progress was slow during the first few months. While keyword rankings did improve and organic traffic grew, engagement on the website remained a challenge, with average session times being relatively low. The client also faced competition in key areas, such as Overland Park and Lawrence, where additional focus and adjustments were required.
Our talented web team launched a new website with improved functionality and design in April 2023, which was optimized for better user engagement and conversion.
We enhanced efforts through our Max Power Boost product, focusing on additional on-page and off-page optimizations and backlinking in key competitive areas like Overland Park, Lawrence, and Leawood to boost visibility in this challenging vertical. This allowed for a more strategic allocation of resources to improve keyword rankings.
Turning The Corner
Building on the foundation to achieve greater performance and ROI
As the campaign matured, we didn’t settle for “good enough.” We analyzed performance trends, user behavior, and competitive data to identify exactly where we needed to go further. Certain markets—like Overland Park and Lawrence—remained highly competitive. And while rankings had improved, we saw even more opportunity to amplify results with deeper optimization.
That’s when we elevated the SEO program from foundational to advanced SEO tactics. This is where we are at today, focusing on enhanced tracking infrastructure, technical SEO upgrades, building out new website pages and refining content. We are far from done on this project as we strive each day to improve rankings and ensure no rankings are lost.
The Results
We didn’t just help them show up—we helped them stand out and convert.
120% Increase in Organic Traffic
(2022 to 2024)
Between 2022 and 2024, organic traffic to the roofing company’s website grew by 120%, significantly outperforming other traffic channels like paid search.
111% Increase in Page 1 Keywords
Initially, the roofing company had only one keyword on page 1 of Google. By the end of 2024,
35 of their 42 primary keywords ranked on page 1. This improvement significantly impacted their visibility and ability to attract qualified leads.
97.6% Improvement in Keyword Ranking
41 out of 42 of the client’s primary keywords improved, with an impressive 37 keywords landing on page 1, starkly contrasting the initial state.
84% Organic Traffic Share
Despite ongoing ad spend, it was organic traffic that became the undisputed MVP—skyrocketing to 84% of all site visits and outperforming every other channel by a wide margin.
Key Takeaways
- Organic Became the #1 Revenue Channel
A targeted SEO strategy turned organic search into the company’s primary driver of leads, outperforming paid ads and referral traffic combined. - Local SEO = Local Dominance
By optimizing for city-specific keywords, we helped the client rank in multiple competitive GEOs—unlocking new markets without increasing ad spend. - Massive Keyword Lift = Maximum Visibility
97.6% of tracked keywords improved, with 88% now ranking on page one—solidifying their authority in the local roofing niche. - Traffic Quality, Not Just Quantity
Longer session durations, lower bounce rates, and stronger lead conversion rates proved that SEO brought the right traffic—not just more of it. - Smart Strategy Beats Ad Spend
While the client maintained paid ads, it was the SEO efforts that delivered sustainable, compounding ROI with far greater cost efficiency.
Summit Media Solutions has been helping my business for several years now in different capacities. They have assisted with social media postings, website management, soliciting reviews from customers, and even helped rebuild our website earlier this year. They have helped us implement an SEO program which has brought increased traffic to our site and increased leads as well. Their team is always responsive and easy to work with. I can count on them to accomplish whatever we request usually within a day's time. We have been pleased with the success they have helped drive in our business and I would recommend them to other businesses looking to increase their digital presence.
