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Florida Roofing and Gutters is a roofing company serving homeowners across Southwest Florida. As the business scaled, so did the complexity of marketing in a competitive industry. Their website already attracted a solid flow of leads—but ranking above legacy contractors with deeper budgets demanded a smarter SEO play.
Here’s how Florida Roofing and Gutters partnered with Blnkt to sharpen their content strategy, dominate niche search terms, and become the go-to roofing experts in storm-prone Florida.
Roofing is brutally competitive in Florida. Every contractor has a website and a marketing team going after the same insurance and storm damage keywords. But there’s only so much room on page one, and only the most unique, trust-building voices get there.
When we first partnered with Florida Roofing and Gutters, they had minimal topical authority online. They had very few blogs about Southwest Florida, limited educational content, and barely any keyword depth. We had to build trust with both users and Google from the ground up.
Their current SEO provider only had the bandwidth to publish a few blog posts per month. The content they published was not hyper-localized, so it struggled to rank.
To help Florida Roofing & Gutters rank for high-value keywords, we needed to research their target market and identify the informational keywords that their target audience searched for.
Here’s how we did it:
The money is made in choosing informational keywords that have a little bit of buyer intent and local intent. Google already sees FRG as a roofing expert in Southwest Florida, so we choose keywords in that niche.
Our goal is to own every middle and bottom-of-the-funnel keyword related to roofing in Southwest Florida.
If location is the most important part of real estate, research is the most important part of content writing. Why do most content marketers and SEOs skip this? Because it usually takes forever. Our research process helps us discover unique insights about your brand, target market, and the subject matter at warp speed.
We can then write authoritative content that educates your audience and positions you as the expert in the niche.
When we know the exact search intent and find our unique insights, the content writing is actually the easiest part. We use our content writing frameworks to add an extra layer of authenticity to the blogs.
