Impressions More Than Doubled. Rankings Jumped 8 Spots.
And it all held through the toughest Google update of the year. The Spennato Family Roofing story.
Northeast Philadelphia, PA · Owner: Neal Spennato Jr. · Family Owned Since 1978
50.9K
Monthly Impressions, Up From 23K
19.5
Avg. Google Position, Improved From 27.5
528
Keywords Ranking, Up From ~290
24
GBP Calls A Month, Up From 8
The Starting Point
A Trusted Name Buried On Page 3
Spennato Family Roofing has roofed Northeast Philadelphia rowhomes for three generations. When they joined TerritoryFirst in November 2025, that reputation wasn't translating into search: an average Google position of 27.5, around 290 ranking keywords and 23,000 monthly impressions across a dense metro.
We went after local, commercial and high-value certification searches with SEO, paired it with Local Services Ads and Facebook lead campaigns, and held the line through the May 2026 Google Core Update.
Where They Started Vs Where They Are Now
Baseline Nov 2025 Vs Latest Reported Data
Across the tracked window, Spennato pulled 1,280 clicks from 302,000 impressions. In May, call tracking confirmed 22 genuine local leads inside the Philadelphia service area.
Proven In Semrush
Independent Third-Party Data, Not Our Own Dashboard
The keyword portfolio kept widening straight through the May core update, with traffic value climbing from $1.8K to $4.3K a month.
What We Did
Three Channels, One System
Organic Search & AI Visibility
Result: Impressions more than doubled and average position jumped 8 spots.
Local Services Ads
Result: A steady lead engine, with 50 leads in a single month in the core Philadelphia radius.
Facebook Ads
Result: 71 website leads at $114.95 each from December to June — a third lead source.
- Locked down the technical base during the website build: fast Core Web Vitals, schema across the site and 95% site health.
- Upgraded service-area pages for Bucks, Chester, Delaware and Montgomery Counties, Drexel Hill, Upper Darby, Torresdale, South Jersey and Willow Grove.
- Added answer-first intros and FAQ schema, optimized 92 titles and meta descriptions, and ran an ongoing review-response campaign.
- Expanded coverage into Bucks County and nearby zip codes as demand called for it.
- Cleaned up citations and local directories — zero toxic links across 807 backlinks.
- Published monthly Google Business Profile posts and answer-first blogs from real job insights.
- Tuned the LSA service area and job-type filters to keep lead quality high and spend low.
- Ran Facebook lead campaigns across the Philadelphia metro with ongoing creative testing and conversion tracking.
Facebook Ads
The Facebook Engine
Facebook gives Spennato a steady third lead source alongside organic search and Local Services Ads, with budget paced through the season across the Philadelphia metro.
Owning The Money Keywords
Ranking #1 For The Searches That Book Jobs
Spennato now sits at the top of Google for the entire roof certification cluster — the exact terms Philadelphia homeowners search before a sale or a refinance.
Holding Through The Core Update
The May 2026 Core Update caused a short dip, as it did for roofers nationwide. The portfolio lost just one keyword and organic traffic recovered to 899 monthly visits, worth around $4,300.
Visible In AI Search Too
The site is cited across ChatGPT, Google AI Overviews, AI Mode and Gemini, with 21 mentions — showing up when homeowners ask AI who to trust.
807
Backlinks, Zero Toxic
22
Genuine Local Leads In May
21
AI Search Mentions
95%
Site Health
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