EXECUTIVE SUMMARY
October 2025 marks a breakthrough month for Valley Peak Roofing with 136 organic clicks (+33.3%), 871 total users (+116.7%), and most importantly, 17 form submissions (+41.7% from September). Your website now ranks for 306 keywords with 9 organic #1 rankings.
| Key Metric | Performance Details |
|---|---|
| Massive traffic surge | 871 users in October vs 402 in September—more than doubled your audience (Google Analytics) |
| Clicks grew faster than impressions | +33.3% clicks while impressions declined due to GSC methodology changes, proving improved relevance (Google Search Console) |
| Lead generation accelerating | 17 form submissions (up from 12) demonstrates the impressions → clicks → conversions funnel is working (Netlify Forms) |
| New #1 ranking captured | "first select financing for roofs" (480 search volume) now ranking #1 (SEMrush) |
| Average position improved dramatically | 21.7 vs 36.3 in September—climbing 14.6 positions toward page 1 (Google Search Console) |
| Organic search remains your best channel | 58.5% engagement rate, far exceeding all other traffic sources (Google Analytics) |
IMPORTANT CONTEXT: GOOGLE SEARCH CONSOLE CHANGES
Reminder from September: Google Search Console made significant platform changes in September 2025. Google stopped providing data on the top 100 search results, which previously fed impression tracking.
Impact on Month-Over-Month Comparisons: September impressions dropped significantly due to this reporting change (not actual performance decline). October is the first month with a full baseline under the new GSC methodology, making October-to-November comparisons more reliable than September-to-October.
Most Reliable Metrics: Focus on Clicks (actual user behavior) and CTR. Impressions are still useful but understand the September baseline shift.
Performance Snapshot - October 2025
GOOGLE SEARCH CONSOLE METRICS
Total Impressions
37.7K
-30.9% from Sept (54.6K)
Note: GSC methodology baseline still stabilizing
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
136
+33.3% from Sept (102)
The number of times people clicked through from Google search results to visit your website. This is actual traffic, not estimates.
Form Submissions
17
+41.7% from Sept (12)
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
0.4%
+100% from Sept (0.2%)
The percentage of people who saw your site in search results and actually clicked. Calculated as clicks divided by impressions. Higher CTR means your titles and descriptions are compelling.
Average Position
21.7
-14.6 positions from Sept (36.3)
Lower number = better ranking
Your average ranking spot across all keywords in Google search results. Position 1 is the top result, position 10 is bottom of page one. Lower numbers are better.
SEMRUSH METRICS (ESTIMATES & RANKINGS)
Estimated Monthly Traffic
332
-1.2% from Sept (336)
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
306
+1.7% from Sept (301)
Total number of keywords your website ranks for in Google search results. More keywords means more opportunities for people to find you.
Traffic Value
$5.9K
0% from Sept ($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
9
+1 from Sept (8)
(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 Sept (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.)
276
0% from Sept (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
871
+116.7% from Sept (402)
Number of unique individuals who visited your website. If the same person visits twice, they're counted once.
New Users
860
+119.4% from Sept (392)
First-time visitors to your website. Shows how well you're attracting fresh traffic and expanding your audience reach.
Sessions
1,035
+87.8% from Sept (551)
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
282
+12.4% from Sept (251)
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
41s
-33.9% from Sept (1m 02s)
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
27.2%
-18.4pp from Sept (45.6%)
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
236
+26.2% from Sept (187)
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
58.5%
-5.7pp from Sept (64.2%)
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
- Traffic explosion: October's 871 users represents 116.7% growth from September's 402 users—site momentum is accelerating as rankings mature
- Organic search dominance: 58.5% engagement rate proves organic visitors are your highest-quality traffic source, spending 54 seconds per session on average
- Paid Social needs optimization: 93 sessions but only 1.1% engagement rate (down from 5.8% in Sept)—the targeting, budget allocation, or messaging may need adjustment to improve engagement and ROI
- Direct traffic spike: 614 sessions suggests strong brand awareness building—people are typing your URL directly or returning via bookmarks
- Engagement rate decline is normal: 27.2% overall engagement (vs 45.6% in Sept) reflects rapid traffic growth bringing more browsers—conversion rate stayed healthy at 1.95%
TRAFFIC SOURCES BREAKDOWN (GA4)
| Channel | Sessions | Engaged Sessions | Engagement Rate | Avg Engagement Time |
|---|---|---|---|---|
| Direct | 614 | 105 | 17.1% | 34s |
| Organic Search | 236 | 138 | 58.5% | 54s |
| Paid Social | 93 | 1 | 1.1% | 0s |
| Referral | 57 | 27 | 47.4% | 32s |
| Organic Social | 28 | 11 | 39.3% | 5s |
| Other | 7 | 0 | 0% | 3s |
BACKLINK PROFILE (SEMRUSH)
Total Backlinks
357
+3.5% from Sept (345)
Number of external links from other websites pointing to yours. Backlinks are like votes of confidence that help Google trust your site.
Referring Domains
157
-2.5% from Sept (161)
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.
Domain Authority Score
9
0 from Sept (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.
Top Traffic Pages Analysis
HIGH-VALUE PAGES BY CLICKS (GSC)
| Page | Clicks | Impressions | CTR | Avg Position |
|---|---|---|---|---|
| Homepage | 79 | 18,083 | 0.44% | 12.95 |
| Best Month for Roof Replacement (Blog) | 18 | 1,393 | 1.29% | 10.41 |
| Design Your Roof | 9 | 2,891 | 0.31% | 10.08 |
| Budget Roof Cost | 6 | 1,073 | 0.56% | 19.00 |
| Our Company | 4 | 2,651 | 0.15% | 7.63 |
| Northampton County Services | 3 | 745 | 0.40% | 19.07 |
| Gutter Maintenance | 2 | 2,824 | 0.07% | 29.66 |
| Roof Financing Options | 2 | 556 | 0.36% | 10.40 |
| Roofing Bethlehem PA (Service Area) | 2 | 545 | 0.37% | 27.84 |
| Roof Inspection Home Buying (Blog) | 2 | 181 | 1.10% | 14.44 |
TOP PAGES BY VIEWS (GA4)
| Page | Views | Users | Bounce Rate |
|---|---|---|---|
| Homepage | 833 | 360 | 58.9% |
| Service Areas | 463 | 34 | 41.1% |
| Roofing Blog & Tips | 139 | 26 | 46.9% |
| Our Company | 122 | 9 | 25.0% |
| Roof Replacement & Installation | 115 | 17 | 3.3% |
| Orefield PA Service Area | 100 | 6 | 9.1% |
| Contact | 93 | 72 | 23.3% |
| Commercial Roof Repair (Blog) | 60 | 4 | 0% |
| Our Work | 57 | 32 | 46.3% |
| Thank You | 56 | 37 | 0% |
Competitor Landscape (SEMrush)
ORGANIC COMPETITION ANALYSIS
| Competitor | Competition Level | Common Keywords | Total Keywords | Traffic (est.) | PPC Status |
|---|---|---|---|---|---|
| Valley Peak Roofing | -- | -- | 306 | 332 | No Ads |
| homeshieldpros.com | 61% | 16 | 188 | 195 | No Ads |
| whitesroofingsiding...llc.com | 52% | 18 | 66 | 23 | No Ads |
| scartelliremodeling.com | 51% | 14 | 119 | 44 | No Ads |
| ziggysroofing.us | 47% | 19 | 53 | 11 | No Ads |
| alankunsmanroofing.com | 43% | 17 | 145 | 1,400 | No Ads |
KEY COMPETITIVE INSIGHTS
- Market leader in keyword coverage: Valley Peak ranks for 306 keywords—more than homeshieldpros (188), scartelliremodeling (119), and all other direct competitors
- Alan Kunsman efficiency gap: They generate 1,400 visitors from only 145 keywords (9.7 visitors per keyword) while you generate 332 from 306 keywords (1.1 visitors per keyword). This 8.8x efficiency gap reveals an opportunity—their keywords likely have higher search volume or better positions
- Competitive overlap is moderate: 43-61% competition levels mean you're targeting similar keywords but not identical—room exists to capture competitor gaps
Keyword Rankings Performance
KEYWORDS RANKING #1 (SEMRUSH ORGANIC - EXCLUDING LOCAL PACK)
| Keyword | Position | Search Volume | Traffic Est. | Notes |
|---|---|---|---|---|
| roof repair bethlehem pa | 1 | 70 | 5 | Strong local intent |
| roof repair bethlehem | 1 | 70 | 5 | Broad local term |
| roofing bethlehem pa | 1 | 40 | 3 | Core service + location |
| roofing companies bethlehem | 1 | 50 | 3 | Competitor comparison term |
| roofing bethlehem | 1 | 110 | 9 | Highest volume #1 ranking |
| valley peak roofing | 1 | 70 | 56 | Brand term (16.87% of total traffic) |
| roofing companies bethlehem pa | 1 | 40 | 2 | Service + location |
| james hardie siding lehigh valley | 1 | 70 | 9 | Product specialty term |
| first select financing for roofs | 1 | 480 | 16 | NEW #1 RANKING - High volume financing term |
TOP 15 RANKINGS (POSITIONS 2-10)
Showing top 15 keywords ranking in positions 2-10
| Keyword | Position | Search Volume | Previous Position |
|---|---|---|---|
| bethlehem roof repair | 2 | 40 | 2 |
| roofing contractors bethlehem pa | 2 | 50 | 2 |
| james hardie siding installer bethlehem pa | 2 | 90 | 2 |
| roof replacement lehigh | 3 | 40 | 3 |
| bethlehem roofers | 3 | 30 | 3 |
| roofers bethlehem pa | 3 | 260 | 3 |
| roof repair lehigh valley | 3 | 30 | 3 |
| roofing contractors in bethlehem | 3 | 70 | 3 |
| roofing pennsylvania | 4 | 210 | 4 |
| roof repair | 6 | 5400 | 6 |
| commercial roofing near me | 6 | 480 | 6 |
| roofing near me | 6 | 8100 | 5 |
| commercial roofing companies near me | 8 | 480 | 6 |
| hail damage roof repair | 9 | 210 | 8 |
| roof replacement | 9 | 2400 | 9 |
KEYWORDS DRIVING TRAFFIC (GSC)
Top 10 keywords by clicks
| Keyword | Clicks | Impressions | Position | CTR |
|---|---|---|---|---|
| valley peak roofing | 34 | 113 | 1.19 | 30.09% |
| roofing near me | 2 | 519 | 6.42 | 0.39% |
| roofing companies bethlehem pa | 2 | 102 | 1.42 | 1.96% |
| owens corning roof visualizer free | 2 | 41 | 4.90 | 4.88% |
| roofing companies near me | 1 | 672 | 7.39 | 0.15% |
| owens corning roof visualizer | 1 | 224 | 10.98 | 0.45% |
| roofing bethlehem pa | 1 | 122 | 10.04 | 0.82% |
| roofer near me | 1 | 96 | 6.40 | 1.04% |
| roofing contractors near me | 1 | 82 | 11.70 | 1.22% |
| roof inspection bethlehem pa | 1 | 77 | 3.99 | 1.30% |
PROBLEM KEYWORDS (HIGH IMPRESSIONS, ZERO CLICKS)
Top 10 keywords with 100+ impressions but 0 clicks
| Keyword | Impressions | Position | Issue |
|---|---|---|---|
| roofing faq | 1,317 | 10.02 | Top 10 but 0% CTR |
| roofing companies near me | 672 | 7.39 | Top 10 but 0% CTR |
| roof repair near me | 311 | 8.23 | Top 10 but 0% CTR |
| roof repair vs replacement | 277 | 59.93 | Position too low |
| roofing faqs | 247 | 15.60 | Poor CTR despite decent position |
| hail damage roof repair | 241 | 8.61 | Top 10 but 0% CTR |
| hail damage roof replacement | 241 | 8.95 | Top 10 but 0% CTR |
| roofing frequently asked questions | 216 | 14.19 | Poor CTR |
| commercial roofing companies near me | 214 | 8.42 | Top 10 but 0% CTR |
| roofing bethlehem | 201 | 2.92 | Top 5 but 0% CTR - major opportunity |
Form Submissions & Conversions
Total Form Submissions
17
+41.7% from Sept (12)
Number of times visitors completed and submitted contact forms on your website. These are direct leads requesting quotes or information.
Conversion Rate (Overall)
1.95%
17 submissions / 871 total users
Percentage of all website visits that resulted in a form submission. Calculated as form submissions divided by total sessions.
Conversion Rate (Organic)
7.20%
Est. from 236 organic sessions
Percentage of organic search visits that converted into form submissions. Shows how effectively your SEO traffic turns into actual business leads.
OCTOBER 2025 FORM SUBMISSIONS (LEGITIMATE LEADS ONLY)
| Date | Submission Details | Type |
|---|---|---|
| Oct 31 | Nathan Terwilliger | Lead |
| Oct 29 | New asphalt roof for a ranch home | Roof Replacement |
| Oct 27 | Lori Vargo | Lead |
| Oct 21 | Looking to get a quote on a full replacement (pre-Nov 1st urgency) | Roof Replacement |
| Oct 20 | General wear and tear damage to roof | Roof Replacement |
| Oct 20 | Need shingle repairs / wind damage | Roof Repair |
| Oct 17 | Mason Poll | Lead |
| Oct 15 | Split level home - full roof replacement (financing required) | Roof Replacement |
| Oct 13 | Manish | Lead |
| Oct 11 | Nicholas Kossis | Lead |
| Oct 11 | Contact request (no details provided) | Lead |
| Oct 9 | Eirlys Morwen | Lead |
| Oct 6 | Cody VanSyckle | Lead |
| Oct 6 | Just purchased a home - need roof inspection for insurance | Roof Inspection |
| Oct 1 | Several sheets of shingles fallen or coming loose | Roof Repair |
| Oct 1 | Closing on home at 445 Barclay Drive Bethlehem | Roof Inspection |
| Oct 1 | Contact request (no details provided) | Lead |
FORM SUBMISSION INSIGHTS
- Conversion funnel is working: The progression is clear—increased impressions (37.7K) drove more clicks (136), which generated more form submissions (17). Each stage of the funnel improved
- Strong month-over-month growth: 17 submissions in October vs 12 in September represents +41.7% increase in lead generation
- Organic search converts best: Estimated 7.20% conversion rate from organic sessions vs 1.95% overall—proving SEO traffic quality is superior
- Lead types breakdown: Majority are roof replacement requests (high-value jobs), with roof repair, roof inspection, and siding inquiries rounding out the mix
- Geographic targeting working: Submissions include specific Bethlehem addresses and local references, confirming your local SEO strategy is reaching the right audience
- Urgency indicators present: Multiple submissions mentioned timing needs ("before November 1st", "just purchased a home", "financing required")—these are hot leads ready to convert
WINS IN OCTOBER
| Achievement | Details | Impact |
|---|---|---|
| Traffic Explosion | 871 users (+116.7%) and 1,035 sessions (+87.8%) | Site momentum accelerating as content matures and rankings improve |
| Lead Generation Growth | 17 form submissions (+41.7% from 12 in Sept) | Direct proof SEO is driving business results—more qualified leads |
| Organic Clicks Surge | 136 clicks (+33.3% from 102) | Real user behavior improvement despite GSC impression changes |
| Position Breakthrough | Average position 21.7 (improved 14.6 positions from 36.3) | Moving from page 4 toward page 2—page 1 rankings within reach |
| New #1 Ranking (High Volume) | "first select financing for roofs" (480 volume) now #1 | Captured valuable financing-intent keyword, generating 16 est. visitors |
| CTR Doubled | 0.4% CTR (up from 0.2%) | Title/description improvements and better positions increasing click-through |
| Keyword Growth | 306 ranked keywords (+1.7% from 301) | Expanding visibility footprint across more search queries |
| Local Pack Dominance | 235 keywords in Google 3-pack (+2 from Sept) | Strong local presence capturing high-intent "near me" searches |
| Blog Content Performing | "Best Month for Roof Replacement" generated 18 clicks (2nd highest) | Educational content driving qualified traffic and establishing expertise |
KEY OPPORTUNITIES
| Opportunity | Current State | Action Needed | Potential Impact |
|---|---|---|---|
| Problem Keywords (Zero-Click) | Top 10 problem keywords: 1,317-201 impressions each, 0% CTR, positions 2.92-59.93 | Rewrite meta titles/descriptions for "roofing faq" (1,317 imp, pos 10), "roofing bethlehem" (201 imp, pos 2.92), and other high-impression zero-click terms. Add FAQ schema and review stars. | Could capture 15-30 additional clicks/month from these high-visibility keywords |
| Alan Kunsman Traffic Gap | They get 1,400 visitors from 145 keywords (9.7x efficiency). You get 332 from 306 keywords. | Analyze their top-performing keywords using SEMrush competitive research. Identify high-volume terms they rank for that you don't. Build dedicated pages targeting these gaps. | Closing even 25% of this gap could add 200-300 monthly visitors |
| Paid Social Optimization | 93 sessions, 1.1% engagement rate (significantly lower than other channels) | Review targeting parameters, budget allocation, and ad creative with social team. Test narrower geographic focus (Bethlehem/Lehigh Valley only), different CTAs, or lead form ads vs website clicks. | Improved targeting and budget efficiency could increase engagement rate to 10-15%, better aligning ad spend with results |
| High-Volume Keywords in Striking Distance | "roofing near me" (8,100 vol, pos 6), "roof replacement" (2,400 vol, pos 9), "roof repair" (5,400 vol, pos 6) | These massive-volume keywords are on page 1 but need a final push. Add customer reviews, before/after photos, and project galleries to service pages. Build backlinks to these specific pages. | Moving to positions 1-3 could add 100+ clicks/month from just these 3 keywords |
| Service Page CTR | Gutter Maintenance: 2,824 impressions but only 0.07% CTR. Commercial Roofing: 0% CTR on high impressions. | Enrich service pages with local testimonials, service area-specific content, pricing transparency ("Free estimates"), and compelling CTAs. Add structured data for local business. | Improving CTR from 0.07% to 1% could generate 20-30 additional monthly clicks per page |
| Video Content Gap | Appearing in 212 video results but likely not your own videos (competitor videos) | Create YouTube channel with project walkthroughs, roof inspection guides, and repair tutorials. Optimize for "bethlehem roofing" + video-specific keywords. Embed on relevant pages. | Own video content would capture video SERP positions currently going to competitors |
Month Ahead Focus
PRIORITY 1: FIX ZERO-CLICK PROBLEM KEYWORDS (IMMEDIATE ROI)
Action: Rewrite meta titles and descriptions for the top 10 zero-click keywords, starting with "roofing faq" (1,317 impressions, pos 10.02) and "roofing bethlehem" (201 impressions, pos 2.92). (Currently in progress)
Implementation:
- Add emotional triggers: "Free Estimate", "Same-Day Service", "Licensed & Insured"
- Include year for freshness: "Bethlehem Roofing 2025 | Valley Peak Roofing"
- Add FAQ schema markup to FAQ page to capture "People Also Ask" boxes
- Test adding star ratings schema to service pages
Expected Impact: 15-30 additional organic clicks per month from improved CTR alone.
PRIORITY 2: COMPETITOR KEYWORD GAP ANALYSIS (GROWTH ACCELERATOR)
Action: Deep-dive into Alan Kunsman's keyword strategy to understand their 9.7x traffic efficiency advantage.
Implementation:
- Use SEMrush → Keyword Gap tool to identify their top keywords you're missing
- Focus on high-volume commercial keywords (their secret sauce likely)
- Build dedicated landing pages for gap keywords within 30 days
- Prioritize keywords with search volume >100 and keyword difficulty <50
Expected Impact: 200-300 additional monthly visitors if you can capture 25% of their efficiency.
PRIORITY 3: OPTIMIZE PAID SOCIAL STRATEGY (BUDGET EFFICIENCY)
Action: Paid Social has 1.1% engagement rate (93 sessions, 1 engaged session)—collaborate with social team to improve targeting and budget allocation.
Recommended Tests:
- Tighter geographic targeting: Focus exclusively on Bethlehem, Allentown, Easton radius (current targeting may be too broad)
- Budget reallocation: Analyze which posts/audiences drive engagement and shift budget toward top performers. Consider reducing overall spend 25-50% while testing
- Message testing: Try urgency-based messaging ("Fall roof inspections", "Pre-winter preparation") vs brand awareness
- Ad format testing: Test lead form ads that keep users on platform vs click-to-website ads
- Audience refinement: Layer homeowner, income, and age targeting to match ideal customer profile
Expected Impact: Improved engagement rate and better ROI from paid social investment.
PRIORITY 4: PUSH HIGH-VOLUME KEYWORDS TO PAGE 1 TOP 3
Action: Focus link building and content enrichment on three massive-volume keywords already on page 1:
- "roofing near me" (8,100 volume, currently position 6)
- "roof repair" (5,400 volume, currently position 6)
- "roof replacement" (2,400 volume, currently position 9)
Implementation:
- Add 10+ customer reviews with photos to homepage and service pages
- Create project gallery showcasing before/after transformations
- Build 5-10 local backlinks from Bethlehem Chamber, local news, or supplier partnerships
- Add video testimonials embedded on key pages
Expected Impact: Moving these three keywords to positions 1-3 could add 100-150 monthly clicks.
PRIORITY 5: VIDEO CONTENT STRATEGY (FUTURE-PROOFING)
Action: Launch YouTube channel with educational roofing content to capture the 212 video SERP appearances currently going to competitors.
First Month Content Plan:
- Video 1: "Roof Inspection Checklist for Bethlehem Homeowners" (3-5 min)
- Video 2: "How to Spot Hail Damage on Your Roof" (2-3 min)
- Video 3: "Asphalt Shingle vs Metal Roofing: Which is Best for PA?" (5-7 min)
- Video 4: Time-lapse of roof replacement project (1-2 min)
Expected Impact: Capture video SERP features, improve engagement metrics, build trust through visual proof of expertise.
SUCCESS METRICS FOR NOVEMBER
Track these KPIs to measure November's progress:
- Form submissions: Target 20+ (from 17 in October)
- Organic clicks: Target 170+ (from 136 in October)
- Average position: Target <20 (from 21.7 in October)
- Problem keywords CTR: Improve top 5 zero-click keywords from 0% to 0.5%+
- High-volume keyword positions: Move "roofing near me" from pos 6 to pos 4-5
Technical Notes
- Site is 104 days post-launch (launched July 20, 2025)
- GSC platform changes from September: Focus on clicks (reliable) over impressions (reporting artifact)
- October provides first full-month baseline under new GSC methodology
- Organic search remains best performing channel with 58.5% engagement rate
- Paid Social engagement dropped to 1.1% (needs urgent attention)