Business Impact Summary
Four months into their SEO campaign, Cox Bros Roofing went from effectively invisible in local search to first-page rankings for the terms that bring in roofing work.
- From 0 to roughly 700 ranking keywords. Cox Bros built a search footprint from a near-zero baseline – 492 keywords within the first 90 days, and close to 700 by month four.
- Nearly 30 keywords now rank in the top 3. Up from zero in the beginning of the campaign, including #1 for “roofer in Spartanburg,” “Spartanburg roofer,” and “residential roof installation,” plus a climb from position 53 to 3 for “roofing Spartanburg.”
- Organic traffic up 472%. Organic sessions grew from 90 to 515 as the new rankings took hold.
- $0 → $2,978 in estimated monthly traffic value. The equivalent ad spend it would take to buy the organic visibility Cox Bros now earns for free (SEMrush).
- 13x more search impressions. From 9,290 to 120,000 as the site began surfacing for hundreds of roofing searches it never appeared for before.
Impact On Business
Invisible in Their Own Front Yard
Cox Bros Roofing is a young Spartanburg business (only a few years old) focused on commercial and industrial work: office buildings, apartment complexes, and other B2B properties. The team brings years of hands-on roofing experience and had done enough quality work to keep the company running and fund a marketing budget. But growth was capped by a big problem: almost no one could find them online.
Three problems were holding them back:
- No visibility. A near-zero search footprint meant that even businesses actively searching for a Spartanburg roofer weren’t finding Cox Bros.
- No content or authority. The site offered little to explain their services, prove their expertise, or build the trust a commercial buyer needs before committing to a major roofing investment.
- Nothing to convert on. The few visitors who did arrive found little to move them from browsing to reaching out.
The Work: Building a Search Footprint From Scratch
Cox Bros needed reach before anything else, so this was a focused SEO engagement aimed at making the business findable for the searches that lead to roofing jobs.
Content that answers real buyer questions.
We built out service and location pages targeting the transactional terms buyers actually search, from “roof replacement Spartanburg SC” to “commercial roof maintenance” – giving Google and prospects trustworthy information to rank and read.
Technical and local SEO to earn rankings.
We optimized the site’s structure and on-page signals around high-intent Spartanburg roofing keywords, so search engines could understand the business and surface it for the right local queries.
Authority and conversion optimization.
Because Cox Bros targets a B2B market, the buying cycle is longer and conversions are fewer but far more valuable. With visibility and traffic established, we’re now building the domain authority and conversion paths that turn this audience into booked commercial jobs.
The Data: From Zero to a Real (Organic Traffic)
Comparing the campaign’s results against a near-zero starting point, the growth shows up at every stage of the funnel:
| Metric | Before | After | Growth |
|---|---|---|---|
| Keywords ranking* | 20 | ~700 | New |
| Keywords in top 3* | 0 | ~30 | New |
| Est. monthly traffic value* | $132 | $2,978 | New |
| Organic sessions | 90 | 515 | +472% |
| Google search clicks | 98 | 364 | +271% |
| Google search impressions | 9,290 | 120,000 | +1,192% |
| Organic conversions (key events) | 0 | 10 | New |
* Keywords and traffic value are measured from the campaign launch (March 1, 2026) via SEMrush; sessions, clicks, and impressions compare the last 3 months to the prior 3 months via GA4 and Search Console.
The story here is a foundation built fast. Impressions grew roughly 13x because Google now surfaces Cox Bros for hundreds of roofing searches it never appeared for before, and the climb to nearly 30 top-3 rankings is what turns those impressions into clicks. Organic sessions up 472% is that visibility paying out in traffic. Early conversions have started (0 → 10), and since Cox Bros targets higher-value B2B work, the focus now is on deepening authority and sharpening conversion so more of this reach becomes commercial contracts.
How the Strategy Works
SEO compounds: rankings drive impressions, impressions drive clicks, and clicks drive traffic – and once traffic is flowing, authority-building and conversion optimization turn it into leads. In under four months, Cox Bros went from a business almost no one could find to one holding first-page positions for its most valuable local terms, with a growing organic channel where there was none. This is what the early stage of a well-run SEO campaign looks like: the foundation is in place and already producing.
What Cox Bros Have To Say:
What Cox Bros Have To Say:
“Alec and his team are outstanding! We’ve seen an uptick in our business traction since partnering with Spartan SEM. They’ve done an outstanding job — highly recommend for all your SEM needs!”
— John Cox, Owner, Cox Bros Roofing
“Spartan SEM over-delivered on their promise to us. Alec and his team have delivered real results from our investment.”
— Coleman Young, Chief Financial Officer, Cox Bros Roofing
