EXECUTIVE SUMMARY
November 2025 delivered strong growth across most metrics: 170 organic clicks (+25%), 366 ranked keywords (+19.6%), and $7.0K traffic value (+18.6%). Engagement quality dramatically improved with overall engagement rate nearly doubling from 27.2% to 50.4%.
| Key Metric | Performance Details |
|---|---|
| Clicks surged | 170 clicks (+25% from Oct's 136) - strongest month yet for organic click growth |
| What this means: When someone searches Google for roofing services, they see a list of results. A "click" means they chose YOUR website from that list. 170 people did that in November—25% more than October. This is the most direct measure of SEO success: more people are finding you AND deciding you look trustworthy enough to click on. These are potential customers actively looking for a roofer. | |
| Keyword expansion | 366 ranked keywords (+19.6% from 306) - visibility footprint growing rapidly |
| What this means: A "keyword" is any phrase someone types into Google—like "roof repair bethlehem" or "best roofer near me." You now rank somewhere in Google's results for 366 different search phrases. That's 60 more than last month. Each keyword is another doorway for customers to find you. The more keywords you rank for, the more chances you have to appear when someone needs roofing help. | |
| Engagement doubled | 50.4% engagement rate (was 27.2%) - traffic quality dramatically improved |
| What this means: "Engagement" measures whether visitors actually interact with your site—scrolling, clicking around, spending time reading—versus immediately leaving. Half of all visitors (50.4%) are now genuinely engaging with your content, up from just 27%. This means the people finding you are the RIGHT people—they're interested in what you offer, not just random clicks. Quality traffic matters more than quantity. | |
| Referral explosion | 303 sessions from people clicking links on other websites (directories, review sites, partners). 77.9% engaged—highest quality traffic source this month |
| What this means: "Referral" traffic comes from people clicking links to your site from OTHER websites—like business directories, review sites, local news, or partner sites. 303 people found you this way, and 77.9% of them engaged (the highest of any traffic source). This is essentially word-of-mouth for the internet age: other sites are vouching for you, and the people coming from those recommendations are highly interested. | |
| ChatGPT emerging | 3 leads (21.4%) came from ChatGPT referrals - new AI-driven acquisition channel |
| What this means: People are increasingly asking AI assistants like ChatGPT "who's a good roofer in Bethlehem?" instead of Googling. Three of your November leads came this way—they asked ChatGPT, it recommended Valley Peak, and they contacted you. This is a brand new way to get customers that didn't exist a year ago. You're already showing up in AI recommendations, which puts you ahead of competitors who aren't even tracking this yet. | |
| Form submissions down | 14 submissions (-17.6% from 17) - likely due to peak off-season for roofing |
| What this means: Form submissions are people filling out your contact form to request quotes or information—these are your leads. November had 14 (down from 17 in October). This dip is expected: late fall/winter is traditionally the slowest season for roofing as homeowners delay projects until spring. The important thing is that your organic conversion rate actually improved—the people finding you through Google are MORE likely to contact you than before. | |
WHAT THIS MEANS FOR YOUR BUSINESS
Your website is showing up in more searches and getting more clicks than ever. Google is recognizing your site as a legitimate roofing authority in the Lehigh Valley area. You're now ranking for 366 different search terms—that means 366 ways people can find you when they search for roofing help.
The SEO is working. People who find you through Google are 8.75% likely to fill out a contact form—that's strong for the industry. You got 14 real leads this month from the website, including 3 who found you through ChatGPT (a brand new way people are discovering businesses).
What you're getting: Free, ongoing visibility that builds over time. Unlike paid ads that stop the moment you stop paying, these organic rankings keep working for you 24/7. Every month we're capturing more ground in Google's results, which means more people finding Valley Peak when they need a roofer.
IN PROGRESS: CTR OPTIMIZATION
Zero-click keywords identified: Multiple high-volume keywords ranking in top 10 are generating zero clicks. "Roofing near me" (413 impressions, position 5.56, 0 clicks), "roof repair" (377 impressions, position 6.34, 0 clicks), and "hail damage roof repair" (429 impressions, position 9.99, 0 clicks).
Currently in progress: Actively working through site page-by-page to update meta titles, descriptions, internal links, and anchor text. This is time-consuming but essential for improving click-through rates on these high-visibility keywords.
Performance Snapshot - November 2025
GOOGLE SEARCH CONSOLE METRICS
Total Impressions
54.5K
+44.6% from Oct (37.7K)
How many times your website appeared in Google search results. Each appearance counts as one impression, whether someone scrolled to see it or not.
Total Clicks
170
+25.0% from Oct (136)
The number of times people clicked through from Google search results to visit your website. This is actual traffic, not estimates.
Form Submissions
14
-17.6% from Oct (17)
Source: Netlify Forms (spam excluded)
Number of times visitors completed and submitted contact forms on your website. These are direct leads requesting quotes or information.
Average CTR
0.3%
-0.1pp from Oct (0.4%)
Diluted by +44% impressions
The percentage of people who saw your site in search results and actually clicked. CTR dipped because impressions grew 44% while clicks grew 25%—more visibility naturally dilutes the rate.
Average Position
24.6
+2.9 positions from Oct (21.7)
New keywords start lower
Average ranking across all keywords. This increased because 60 new keywords were added—new rankings typically start in lower positions, which pulls the average down. Existing rankings held steady.
SEMRUSH METRICS (ESTIMATES & RANKINGS)
Estimated Monthly Traffic
396
+19.3% from Oct (332)
SEMrush's prediction of how many organic visitors you could receive based on your keyword rankings and search volumes. This is potential traffic, not actual.
Ranked Keywords
366
+19.6% from Oct (306)
Total number of keywords your website ranks for in Google search results. More keywords means more opportunities for people to find you.
Traffic Value
$7.0K
+18.6% from Oct ($5.9K)
The estimated monthly cost if you had to buy this same traffic through Google Ads. Shows the dollar value your SEO rankings are delivering.
Keywords in Position #1
8
-1 from Oct (9)
(organic only)
Number of keywords where you rank in the very first organic spot on Google. Position 1 gets the most clicks—typically 20-40% of all clicks for that search.
Branded Traffic (est.)
56
0% from Oct (56)
Estimated visitors who search for your business name specifically. These are people who already know your brand and are looking for you directly.
Non-Branded Traffic (est.)
340
+23.2% from Oct (276)
Estimated visitors who find you through general service searches, not your business name. These are new potential customers discovering you for the first time.
GOOGLE ANALYTICS 4 METRICS
Total Users
943
+8.3% from Oct (871)
Number of unique individuals who visited your website. If the same person visits twice, they're counted once.
New Users
929
+8.0% from Oct (860)
First-time visitors to your website. Shows how well you're attracting fresh traffic and expanding your audience reach.
Sessions
1,074
+3.8% from Oct (1,035)
Total number of visits to your website. One user can have multiple sessions if they visit on different days or after 30 minutes of inactivity.
Engaged Sessions
541
+91.8% from Oct (282)
Visits where someone spent meaningful time (10+ seconds), viewed multiple pages, or triggered a conversion event. Shows quality engagement, not just quick bounces.
Average Engagement Time
1m 26s
+109.8% from Oct (41s)
How long visitors actively interact with your site per session. Time in a background tab doesn't count—only active viewing and clicking.
Engagement Rate
50.4%
+23.2pp from Oct (27.2%)
Percentage of sessions that were "engaged" (10+ seconds, 2+ pages, or conversion). Higher rates mean visitors find your content valuable and relevant.
Organic Search Sessions
217
-8.1% from Oct (236)
Number of visits that came specifically from Google, Bing, or other search engines. Shows how much traffic your SEO efforts are generating.
Organic Search Eng. Rate
63.6%
+5.1pp from Oct (58.5%)
Percentage of search engine visits that were engaged. Compares quality of organic traffic versus other channels like paid ads or social media.
KEY GA4 INSIGHTS
- Engagement quality transformation: November's 50.4% engagement rate nearly doubled October's 27.2%. Average engagement time jumped from 41s to 1m 26s (+109.8%). Visitors are finding more relevant content and spending meaningful time on site.
- Referral traffic dominance: Referral exploded from 57 sessions (Oct) to 303 sessions (+431%) with 77.9% engagement rate and 3+ minute average session time. This is now your highest-quality traffic source.
- Organic search quality up, volume down: Organic sessions dropped 8.1% (236 → 217) but engagement rate improved from 58.5% to 63.6%. Fewer visitors, but higher quality—the ones coming are more engaged.
- Paid Social remains broken: 28 sessions with 3.6% engagement rate and 0s average time. Only 1 engaged session out of 28. This channel is essentially wasting budget and should be paused or completely restructured.
- Direct traffic concern: 494 sessions but only 31.4% engagement and 24.7s average time. May include bot traffic or misattributed visits.
TRAFFIC SOURCES BREAKDOWN (GA4)
| Channel | Sessions | Engaged Sessions | Engagement Rate | Avg Engagement Time |
|---|---|---|---|---|
| Direct | 494 | 155 | 31.4% | 24.7s |
| Referral | 303 | 236 | 77.9% | 3m 6s |
| Organic Search | 217 | 138 | 63.6% | 58.1s |
| Paid Social | 28 | 1 | 3.6% | 0s |
| Organic Social | 25 | 10 | 40.0% | 8.7s |
| Other | 7 | 1 | 14.3% | -- |
BACKLINK PROFILE (SEMRUSH)
Total Backlinks
394
+10.4% from Oct (357)
Number of external links from other websites pointing to yours. Backlinks are like votes of confidence that help Google trust your site.
Referring Domains
162
+3.2% from Oct (157)
Number of unique websites that link to you. One website can create multiple backlinks, so this shows your link diversity. More domains is better than many links from one site.
Authority Score
10
+1 from Oct (9)
SEMrush's 0-100 rating of your website's overall strength and trustworthiness. Higher scores indicate better potential to rank well in search results.
AI SEARCH VISIBILITY (NEW)
How often Valley Peak appears when people use AI assistants to find roofing services. This is a new way people discover businesses—asking ChatGPT, Google's AI, or Gemini for recommendations instead of traditional search.
AI Visibility Score
24
Overall AI presence
Combined score measuring how visible Valley Peak is across all AI platforms. Higher = more likely to be recommended by AI assistants.
Total Mentions
12
Times recommended by AI
Number of times AI assistants mentioned or recommended Valley Peak in responses to user queries about roofing.
Cited Pages
22
Pages AI links to
Number of Valley Peak pages that AI platforms have cited as sources. More cited pages = stronger authority signal.
| Platform | Mentions | Cited Pages | What It Is |
|---|---|---|---|
| ChatGPT | 3 | 11 | OpenAI's assistant - people ask it for roofer recommendations |
| AI Overview | 1 | 3 | AI summary boxes at top of Google search results |
| AI Mode | 5 | 7 | Google's conversational AI search experience |
| Gemini | 3 | 5 | Google's AI assistant (like ChatGPT but Google's version) |
| Total | 12 | 22 |
WHY THIS MATTERS
More people are skipping Google and asking AI assistants directly: "Who's a good roofer in Bethlehem?" Valley Peak is already showing up in these conversations—3 leads (21.4%) in November came directly from ChatGPT referrals. This is a brand new acquisition channel that most competitors aren't even tracking yet.
Top Traffic Pages Analysis
HIGH-VALUE PAGES BY CLICKS (GSC)
| Page | Clicks | Impressions | CTR | Avg Position |
|---|---|---|---|---|
| Homepage (combined) | 117 | 22,218 | 0.53% | ~15 |
| Best Month for Roof Replacement (Blog) | 11 | 1,378 | 0.80% | 11.02 |
| Winter Roof Prep PA Guide (Blog) | 6 | 760 | 0.79% | 26.02 |
| Budget Roof Cost | 5 | 912 | 0.55% | 26.80 |
| Roof Financing Options | 5 | 640 | 0.78% | 18.65 |
| Design Your Roof | 4 | 3,015 | 0.13% | 13.15 |
| Our Company | 4 | 2,972 | 0.13% | 7.88 |
| Siding Installation | 2 | 1,561 | 0.13% | 23.93 |
| Black Streaks on Roof (Blog) | 2 | 607 | 0.33% | 16.54 |
| Whitehall PA Service Area | 2 | 131 | 1.53% | 35.48 |
TOP PAGES BY VIEWS (GA4)
| Page | Views | Notes |
|---|---|---|
| Homepage | 797 | Primary landing page |
| Lehigh County Roofing Services | 88 | Top service area |
| Roofing Blog & Tips | 83 | Content hub |
| Siding Installation | 73 | Cross-sell opportunity |
| Our Work (Portfolio) | 69 | Social proof |
| Service Areas | 66 | Geographic targeting |
| About Valley Peak Roofing | 59 | Trust building |
| Roof Replacement & Installation | 59 | Core service |
| Roof Replacement Cost Calculator | 49 | Lead gen tool |
| Contact Page | 48 | Conversion page |
Competitor Landscape (SEMrush)
ORGANIC COMPETITION ANALYSIS
| Competitor | Competition Level | Common Keywords | Total Keywords | Traffic (est.) | Traffic Value |
|---|---|---|---|---|---|
| Valley Peak Roofing | -- | -- | 366 | 396 | $7,000 |
| homeshieldpros.com | 51% | 16 | 179 | 199 | $4,532 |
| whitesroofingsidingllc.com | 51% | 19 | 82 | 30 | $441 |
| alankunsmanroofing.com | 43% | 18 | 128 | 1,464 | $8,309 |
| scartelliremodeling.com | 41% | 13 | 124 | 43 | $651 |
| ziggysroofing.us | 35% | 16 | 50 | 9 | $221 |
HIGH-TRAFFIC COMPETITORS TO STUDY
| Competitor | Traffic | Keywords | Common Keywords | Traffic Value |
|---|---|---|---|---|
| alankunsmanroofing.com | 1,464 | 128 | 18 | $8,309 |
| fisherroofing.biz | 717 | 690 | 23 | -- |
| inthelightroofing.com | 690 | 565 | 18 | $8,571 |
| eastpennroofing.com | 306 | 556 | 20 | $2,557 |
| bachmansroofing.com | 3,614 | 1,137 | 28 | $33,488 |
TRAFFIC EFFICIENCY COMPARISON
| Metric | Valley Peak | Alan Kunsman | Difference |
|---|---|---|---|
| Keywords | 366 | 128 | Valley Peak +238 |
| Traffic | 396 | 1,464 | Alan Kunsman +1,068 |
| Visitors per Keyword | 1.1 | 11.4 | 10x efficiency gap |
KEY COMPETITIVE INSIGHTS
- Market leader in keyword coverage: Valley Peak ranks for 366 keywords—nearly double homeshieldpros (179), and 3x scartelliremodeling (124). This broad visibility creates more discovery opportunities.
- Alan Kunsman efficiency gap remains: They generate 1,464 visitors from 128 keywords (11.4 visitors/keyword) while Valley Peak generates 396 from 366 keywords (1.1 visitors/keyword). This 10x efficiency difference suggests they rank higher for higher-volume terms.
- No competitors running significant PPC: The local market remains largely uncontested in paid search. This creates opportunity for Valley Peak to dominate paid channels if/when ready to invest.
- Highest overlap competitors: ziggysroofing.us (32% overlap), johnrnovak.com (28%), and whitesroofingsidingllc.com (23%) target the most similar keywords. Their weak traffic suggests their keywords are ripe for capturing.
Form Submissions & Conversions
Total Form Submissions
14
-17.6% from Oct (17)
Number of times visitors completed and submitted contact forms on your website. These are direct leads requesting quotes or information.
Conversion Rate (Overall)
1.48%
-24.1% from Oct (1.95%)
14 submissions / 947 total users
Percentage of all website visits that resulted in a form submission. Calculated as form submissions divided by total sessions.
Conversion Rate (Organic)
8.75%
+21.5% from Oct (7.20%)
Est. from 160 organic users
Percentage of organic search visits that converted into form submissions. Shows how effectively your SEO traffic turns into actual business leads.
NOVEMBER 2025 FORM SUBMISSIONS (LEGITIMATE LEADS ONLY)
| Date | Name | Details | Type | Source |
|---|---|---|---|---|
| Nov 26 | Mark Ferguson | 2980 Sheffield Drive, Emmaus - Home inspection found roof issues, deadline 12/2 | Roof Inspection/Repair | Service Areas |
| Nov 25 | James Ellison | Stroudsburg PA - Roof replacement needed | Roof Replacement | ChatGPT referral |
| Nov 19 | Ryan Bittner | 3601 Old Philadelphia Pike - Water stain on ceiling, possible leak | Roof Inspection | Homepage (mobile) |
| Nov 18 | Michael Yarembinsky | 2715 Easton Rd, Hellertown - Roof is 24 years old | Roof Replacement | Homepage |
| Nov 18 | Ilana | Bethlehem area - Inspection request | Roof Inspection | Homepage (mobile) |
| Nov 17 | Maia Green | Roof repair needed | Roof Repair | Homepage (mobile/Facebook) |
| Nov 17 | Brittany | Berks County - Roof replacement | Roof Replacement | ChatGPT referral |
| Nov 16 | Angela Marchionni | Lake Ariel PA - Roof replacement | Roof Replacement | Service Area page |
| Nov 16 | Sarah | Lehigh County - Roof replacement | Roof Replacement | ChatGPT referral |
| Nov 13 | Casey DiMascio | Commercial inquiry | Commercial/Other | Homepage (desktop) |
| Nov 10 | Jacob | Roof replacement needed | Roof Replacement | Homepage (mobile) |
| Nov 9 | Cindy Zhang | 818 High Street, Bethlehem - Urgent roof leak, needs ASAP | Roof Repair | Homepage |
| Nov 8 | Victoria Gray | Roof replacement inquiry | Roof Replacement | Homepage (desktop) |
| Nov 6 | Micheal Lowe | Roof replacement inquiry | Roof Replacement | Homepage (desktop) |
| Nov 4 | F. Palumbo | Looking for estimate on new roof | Roof Replacement | Contact page |
| Nov 4 | Jinbu Wang | TWO properties need replacement ASAP: Bethlehem + Emmaus | Roof Replacement (2x) | Contact page |
LEAD TYPE BREAKDOWN
| Lead Type | Count | Percentage |
|---|---|---|
| Roof Replacement | 11 | 78.6% |
| Roof Inspection | 3 | 21.4% |
| Roof Repair | 2 | 14.3% |
| Commercial/Other | 1 | 7.1% |
CHATGPT/AI REFERRALS (NEW TREND)
| Name | Location | Service | Source |
|---|---|---|---|
| James Ellison | Stroudsburg PA | Roof Replacement | utm_source=chatgpt.com |
| Sarah | Lehigh County | Roof Replacement | utm_source=chatgpt.com |
| Brittany | Berks County | Roof Replacement | utm_source=chatgpt.com |
3 LEADS (21.4%) CAME FROM CHATGPT REFERRALS
This is a brand new acquisition channel that didn't exist in previous months. AI-assisted search is becoming a meaningful lead source.
HIGH URGENCY LEADS
| Name | Urgency Reason |
|---|---|
| Mark Ferguson | Home sale contingency - needs response by 12/2 |
| Cindy Zhang | Active roof leak - needs inspection/repair ASAP |
| Jinbu Wang | TWO properties need replacement ASAP |
FORM SUBMISSION INSIGHTS
- Volume down but quality indicators strong: 14 submissions (-17.6% from 17) despite traffic growth suggests conversion optimization needed. However, organic conversion rate improved to 8.75% (from 7.20%), meaning SEO traffic converts better than ever.
- ChatGPT/AI is a real lead source: 3 leads (21.4%) came directly from ChatGPT referrals with utm_source=chatgpt.com. This is a new acquisition channel that didn't exist in previous months.
- High-value lead mix: 78.6% of leads are roof replacement requests (highest ticket jobs). Multi-property lead from Jinbu Wang (2 roofs in Bethlehem + Emmaus) represents potential $20K+ opportunity.
- Urgency indicators present: Mark Ferguson (home sale contingency, deadline 12/2), Cindy Zhang (active roof leak, needs ASAP), and Jinbu Wang (2 properties ASAP) are hot leads requiring immediate follow-up.
- Geographic targeting working: Leads from Bethlehem (3), Emmaus (2), Hellertown, Stroudsburg, Lake Ariel, and broader Lehigh/Berks counties confirm local SEO reaching target service areas.
Keyword Rankings Performance
KEYWORDS RANKING #1 (SEMRUSH ORGANIC - EXCLUDING LOCAL PACK)
| Keyword | Search Volume | Traffic Est. | URL | Notes |
|---|---|---|---|---|
| valley peak roofing | 70 | 56 | Homepage | Brand |
| first select financing for roofs | 480 | 16 | /roof-financing-options | AI Overview |
| roofing bethlehem | 110 | 9 | Homepage | |
| james hardie siding installer bethlehem pa | 50 | 6 | /james-hardie | |
| roof repair bethlehem pa | 70 | 5 | Homepage | |
| roof repair bethlehem | 70 | 5 | Homepage | |
| roof replacement lehigh | 40 | 1 | Homepage | AI Overview |
| roof shingle repair near me | 590 | 0 | /blog/roof-repairs-vs-replacement | People Also Ask |
LOCAL PACK #1 RANKINGS (16 TOTAL)
| Keyword | Search Volume | Traffic Est. |
|---|---|---|
| roofers bethlehem pa | 260 | 34 |
| roofing bethlehem | 110 | 27 |
| bethlehem roofing | 70 | 17 |
| roofers in bethlehem pa | 70 | 17 |
| roof repair bethlehem | 70 | 17 |
| roofing contractors in bethlehem | 70 | 17 |
| roofing companies bethlehem | 50 | 12 |
| roofing companies bethlehem pa | 50 | 12 |
| roof repair bethlehem pa | 70 | 9 |
| roofing bethlehem pa | 40 | 9 |
| best siding companies bethlehem pa | 70 | 9 |
| bethlehem roofers | 30 | 7 |
| roofing contractors bethlehem pa | 50 | 6 |
| best roofing bethlehem pa | 50 | 6 |
| bethlehem roof repair | 40 | 5 |
| peak and valley roofing reviews | 30 | 2 |
TOP 15 RANKINGS (POSITIONS 2-10)
| Keyword | Position | Search Volume | Previous Position |
|---|---|---|---|
| roof repair leehigh | 2 | 70 | -- |
| bethlehem roof repair | 2 | 40 | 2 |
| roofing contractors bethlehem pa | 2 | 50 | 2 |
| roofing companies bethlehem pa | 2 | 50 | -- |
| roofers bethlehem pa | 3 | 260 | 3 |
| roofing contractors in bethlehem | 3 | 70 | 3 |
| roofers in bethlehem pa | 3 | 70 | -- |
| roof replacement lehigh | 3 | 40 | 3 |
| bethlehem roofers | 3 | 30 | 3 |
| roof repair lehigh valley | 3 | 30 | 3 |
| roofing faq | 6 | 1,300 | -- |
| roof hail damage repair | 6 | 1,300 | -- |
| roofing companies in pennsylvania | 7 | 210 | -- |
| lehigh valley roofers | 8 | 140 | -- |
| first select financing for roofs | 9 | 480 | -- |
KEYWORDS DRIVING TRAFFIC (GSC - TOP 15 BY CLICKS)
| Keyword | Clicks | Impressions | Position | CTR |
|---|---|---|---|---|
| valley peak roofing | 46 | 140 | 1.55 | 32.86% |
| valley peak roofing co. | 2 | 20 | 1.15 | 10.00% |
| roofing companies near me | 1 | 594 | 5.32 | 0.17% |
| roof repair near me | 1 | 331 | 8.33 | 0.30% |
| roof repair bethlehem pa | 1 | 119 | 1.16 | 0.84% |
| roofing companies bethlehem pa | 1 | 95 | 1.25 | 1.05% |
| best time to replace roof | 1 | 56 | 7.34 | 1.79% |
| local roofing companies | 1 | 48 | 5.67 | 2.08% |
| roofing companies in lehigh valley pa | 1 | 39 | 8.62 | 2.56% |
| valley peak | 1 | 38 | 2.11 | 2.63% |
| local roofers near me | 1 | 33 | 7.27 | 3.03% |
| best time of year to replace roof | 1 | 33 | 7.61 | 3.03% |
| best roofers near me | 1 | 9 | 4.44 | 11.11% |
| best time to get new roof | 1 | 7 | 14.86 | 14.29% |
| peak quality roofing | 1 | 2 | 23.00 | 50.00% |
PROBLEM KEYWORDS (HIGH IMPRESSIONS, ZERO CLICKS)
| Keyword | Impressions | Position | Issue |
|---|---|---|---|
| gutter repair near me | 2,663 | 38.78 | Position too low |
| roofing faq | 1,638 | 10.03 | Top 10, 0% CTR |
| gutter repair | 1,119 | 48.23 | Position too low |
| roofing contractors | 907 | 40.68 | Position too low |
| roof replacement | 613 | 10.52 | Top 11, 0% CTR |
| roof hail damage repair | 473 | 14.68 | Page 2 |
| hail damage roof repair | 429 | 9.99 | Top 10, 0% CTR |
| roofing near me | 413 | 5.56 | Top 6, 0% CTR |
| roof repair | 377 | 6.34 | Top 7, 0% CTR |
| gutter installation near me | 377 | 63.78 | Position too low |
PROBLEM PAGES (HIGH IMPRESSIONS, LOW/ZERO CLICKS)
| Page | Impressions | Clicks | Position | Issue |
|---|---|---|---|---|
| Gutter Maintenance | 7,963 | 0 | 37.82 | Position too low |
| FAQs | 4,007 | 1 | 9.71 | Top 10, near-zero CTR |
| Lehigh County Service Area | 3,663 | 1 | 24.20 | Page 3 ranking |
| Hail Damage Roof Repair (blog) | 2,457 | 1 | 23.87 | Position too low |
| Residential Roof Repairs | 2,439 | 0 | 8.80 | Top 10, 0% CTR |
| Roof Replacement & Installation | 2,226 | 0 | 8.26 | Top 10, 0% CTR |
| Commercial Roofing | 1,897 | 0 | 24.12 | Position too low |
| Allentown PA Service Area | 1,398 | 0 | 28.24 | Position too low |
WINS IN NOVEMBER
| Achievement | Details | Impact |
|---|---|---|
| Organic Clicks +25% | 170 clicks (up from 136) | Strongest month-over-month click growth since launch |
| Keyword Growth +19.6% | 366 keywords (up from 306) | Visibility expanding across more search queries |
| Traffic Value +18.6% | $7.0K (up from $5.9K) | SEO delivering more dollar value monthly |
| Engagement Rate Doubled | 50.4% (up from 27.2%) | Traffic quality dramatically improved |
| Referral Traffic Exploded | 303 sessions (+431%) with 77.9% engagement | New high-quality traffic source emerged |
| Authority Score Increased | 10 (up from 9) | Domain strength improving |
| Backlinks +10.4% | 394 backlinks (up from 357) | Link profile growing |
| Non-Branded Traffic +23.2% | 340 (up from 276) | More non-brand discovery traffic |
| ChatGPT Lead Channel | 3 leads (21.4% of total) from AI referrals | New acquisition channel validated |
| Organic Conversion Rate +21.5% | 8.75% (up from 7.20%) | SEO traffic converting better than ever |
| Avg Engagement Time +109.8% | 1m 26s (up from 41s) | Visitors spending more meaningful time on site |
KEY OPPORTUNITIES
| Opportunity | Current State | Action Needed | Potential Impact |
|---|---|---|---|
| Zero-Click Keywords | "roofing near me" (pos 5.56, 413 imp, 0 clicks), "roof repair" (pos 6.34, 377 imp, 0 clicks) | Rewrite meta titles/descriptions with emotional triggers, year, CTAs. Add review schema. | Could capture 20-40 additional clicks/month |
| Referral Source Investigation | 303 sessions with 77.9% engagement - best channel | Identify top referring domains in GA4. Build relationships with high-performers. | Double down on what's working for sustained growth |
| Paid Social Fix | 28 sessions, 3.6% engagement, 0s avg time | Pause immediately or completely restructure targeting, creative, and landing pages | Stop wasting budget; redirect to better channels |
| ChatGPT/AI Optimization | 21.4% of leads from ChatGPT referrals | Ensure content answers common roofing questions clearly. Add FAQ schema. Optimize for AI citation. | Grow emerging AI acquisition channel |
| Alan Kunsman Keyword Gap | They get 11.4 visitors/keyword vs your 1.1 | Run SEMrush Keyword Gap analysis. Identify their high-volume keywords you're missing. | Closing 25% of gap could add 200+ monthly visitors |
| Form Conversion Recovery | 14 submissions (down from 17) despite traffic growth | A/B test form placement, reduce fields, add trust signals near forms | Return to 17+ submissions = +21% lead recovery |
Month Ahead Focus
PRIORITY 1: FIX ZERO-CLICK PROBLEM KEYWORDS (IMMEDIATE ROI)
Action: Rewrite meta titles and descriptions for top zero-click keywords.
Top targets:
- "roofing near me" (413 impressions, pos 5.56, 0 clicks)
- "hail damage roof repair" (429 impressions, pos 9.99, 0 clicks)
- "roof repair" (377 impressions, pos 6.34, 0 clicks)
- "roofing faq" (1,638 impressions, pos 10.03, 0 clicks)
Implementation:
- Add emotional triggers: "Free Estimate", "Same-Day Response", "Licensed & Insured"
- Include year for freshness: "Bethlehem Roofing 2025"
- Add review schema to service pages
- Test compelling CTAs in meta descriptions
Expected Impact: 20-40 additional organic clicks per month.
PRIORITY 2: INVESTIGATE & REPLICATE REFERRAL SUCCESS
Action: Identify which sites drove the 303 referral sessions with 77.9% engagement.
Implementation:
- Go to GA4 → Traffic Acquisition → Filter by Referral → View source domains
- Rank referrers by sessions and engagement rate
- Build relationships with top performers (guest posts, partnerships, backlinks)
- Replicate successful referral patterns
Expected Impact: Sustained high-quality traffic growth from proven channel.
PRIORITY 3: PAUSE OR RESTRUCTURE PAID SOCIAL
Action: Paid Social delivered 28 sessions with 3.6% engagement and 0s average time. This is wasted budget.
Options:
- Pause campaigns entirely and redirect budget
- Complete restructure: tighter geo-targeting (Bethlehem/Allentown only), new creative, different audiences
- Test lead form ads (keep users on platform) vs website click ads
Expected Impact: Stop budget waste; improve ROI if restructured successfully.
PRIORITY 4: OPTIMIZE FOR AI/CHATGPT TRAFFIC
Action: 21.4% of November leads came from ChatGPT referrals. Lean into this emerging channel.
Implementation:
- Ensure content directly answers common roofing questions
- Add comprehensive FAQ schema to all service pages
- Structure content with clear headers and concise answers (AI-friendly format)
- Monitor AI Visibility score in SEMrush (currently 24)
Expected Impact: Grow AI-driven leads as ChatGPT usage increases.
PRIORITY 5: CONVERSION RATE RECOVERY
Action: Form submissions dropped from 17 to 14 despite traffic growth. Fix the funnel.
Implementation:
- A/B test form placement (above fold vs sidebar)
- Reduce form fields if possible
- Add trust signals near forms (reviews, certifications, "Free estimate")
- Test sticky mobile CTA
- Review thank-you page tracking to ensure all conversions captured
Expected Impact: Return to 17+ monthly submissions.
SUCCESS METRICS FOR DECEMBER
| KPI | November Actual | December Target |
|---|---|---|
| Form submissions | 14 | 17+ |
| Organic clicks | 170 | 200+ |
| Average position | 24.6 | <22 |
| Problem keywords CTR | 0% | 0.5%+ on top 5 |
| Paid Social engagement | 3.6% | 15%+ (or paused) |
| Referral sessions | 303 | 300+ (maintain) |
Technical Notes
- Site is 134 days post-launch (launched July 20, 2025)
- GSC platform changes from September: Focus on clicks (reliable) over impressions
- October-November comparisons are more reliable than Sept-Oct (GSC methodology stabilized)
- SEMrush keyword positions/rankings data is from December snapshot (historical data requires higher tier)
- AI Visibility metrics are new to reporting starting November 2025