Client Case Study

Alpha Holistic Roofing SEO Case Study

A Brand-New Roofing Site, Zero to 20.9K Impressions in Three Months

Roofing contractor, Indianapolis

Search Console, two windows since launch

Alpha Holistic Roofing serves Indianapolis, Indiana, with the full roofing range: installation and replacement, flat and low-slope systems, repair and inspection, storm and emergency work, metal roofing and gutters, for homes and for businesses. The website was new, on a domain with no history, entering a market where established contractors and lead-generation directories hold years of accumulated authority.

This case study covers the first three months only, and that is deliberate. It shows what the early trajectory of a new domain looks like when the search work is built in from launch rather than added later. The figures are Google Search Console, two consecutive windows, as our founder publishes them on nizamuddeen.com.

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The Numbers at a Glance

Google Search Console figures for the site’s first three months. The period is stated on each card.

20.9K Impressions

Through month three, up from 9.61K across the first two months after launch.

14 Clicks

Through month three, from 7. Small in absolute terms, which is what a new domain looks like at this stage.

Position 40

Average position through month three, up from 49.1: nine places gained in one month.

2.2x Impressions

Growth from the first window to the third month, while the average position improved at the same time.

9.61K Impressions

The first two months: the baseline a domain with no history starts from.

3 Months

The whole period this study covers. Early on purpose, because the trajectory is the finding.

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What It Shows

What This Case Shows

A new domain has nothing to trade on, so its first months are about being shown at all. This case is what that looks like when a site is built for search from day one.

Visibility arrives before position, and position before clicks. Impressions doubled while clicks stayed in the teens, and that order is normal.
A full service range gives a new site more queries to be shown for than a single roofing keyword ever could.
Storm and emergency intent is real search demand in roofing, and it was covered from launch rather than discovered later.
Technical and on-page work done at build time never has to be retrofitted, which is where new sites usually lose their first year.
Three months is a trajectory, not a result. We say so on the page rather than dressing it up.

The Client and the Starting Line

Alpha Holistic Roofing is a full-service roofing contractor in Indianapolis. Its work runs from a single repair to a complete replacement, and from a family home to a commercial flat roof. That breadth mattered for the search plan, because each service is its own set of searches.

Installation and replacement for homes and businesses
Flat and low-slope roofing systems
Repair, inspection, storm damage and emergency call-outs
Metal roofing and gutters
A brand-new domain with no links, no history and no rankings on day one

Roofing results in a US city are held by contractors with years of authority and by directories that sell the leads. A new site does not get a place in that line by asking. It has to be shown first, then ranked, then clicked, in that order.

The Baseline: Months One and Two

The first Search Console window covers the two months after launch. It is the honest starting point for every new domain, and it is worth reading closely because everything afterwards is measured against it.

9.61K impressions: the site was shown for searches, which a new domain often is not
7 clicks: almost nobody chose it yet, because the positions were too deep
Average position 49.1: page five of the results, typical for a site nobody links to
The service pages were already indexed, which is the precondition for everything that followed
No paid campaign and no directory listings inflated the picture

A site showing at position 49 is being considered for the query. That is the first thing search work has to achieve, and it had happened inside two months.

What We Built In From Launch

The plan was to launch a site that would need nothing retrofitted. Four decisions carried the result:

The site was built around the full service range rather than one roofing keyword, so each service earns its own searches
On-page and technical SEO was done at build time: titles, structure, speed and crawlability from the first day the site was live
Service pages were written to match how people search for roofing work, including the storm and emergency intent that follows bad weather
Local signals were set for the Indianapolis service area, so the site is understood as a local contractor and not a national directory
Nothing was written for a search engine that a homeowner would not want to read

The screen beside this section is the Search Console view for those first two months, kept as the baseline record.

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The Evidence Through Month Three

The second window runs through month three. The Search Console screen beside this section is the record, and these are the figures on it:

20.9K impressions, more than double the first window
14 clicks, from 7
Average position 40, from 49.1
Impressions and position improved in the same month, which means more queries and better places on them at once
No new pages were bought, no links were purchased, and no paid traffic is mixed in

Both windows are consecutive, so the second picks up exactly where the first ends. We publish the screens because a summary line can say anything; a Search Console chart cannot.

What Changed Between the Windows

Two things moved together, and that is the point of the case. Impressions went from 9.61K to 20.9K, and average position went from 49.1 to 40. A site can gain impressions by being shown for junk queries at position 90; that is not what happened here.

Impressions doubling means the site is being shown for more searches
Position climbing nine places means it ranks better on those searches at the same time
Clicks doubled too, from a small base, which is what page four to page three looks like
The click count is still small, and we would rather show that than hide it
The trajectory, not the totals, is what a three-month read of a new domain can honestly give

Visibility arrives before position, and position arrives before clicks. Month three is the middle of that sequence.

What Comes Next for a New Domain

From here the work does not change; it continues. The next windows should show the average position moving toward the top of page one on the service and storm queries, with clicks following once it does.

Keep the service pages current with the seasons, especially storm season
Add the supporting content homeowners search for before they call a roofer
Keep the local signals consistent as reviews and citations accumulate
Judge each window against the previous one, never against a competitor with a decade of links
Report positions and enquiries together, so the client sees when visibility turns into calls

If you are launching a site in a competitive service market, this is the shape to expect. The method is the one on our Local SEO service page; a launch is the cheapest moment to apply it.

Proof of Performance

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We are here to answer all your questions

Questions about this case study.

Why are the clicks so low?

Because three months in, a new domain is still deep in the results. Fourteen clicks on 20.9K impressions is what average position 40 produces. Clicks come when the positions reach the top of page one, and that is the stage the site is climbing toward.

Is three months enough to judge?

Not to judge the outcome, and we do not claim to. It is enough to judge the direction: impressions doubling while position improves nine places is the shape of a site that is being taken seriously by search. We published early so the trajectory can be watched, not sold.

What does average position 40 mean?

Across every query the site was shown for, its average place in the results was fortieth, page four. In month one and two it was 49.1. The number is an average over many queries, so some service pages already sit much higher while broad queries pull the average down.

Would this work for a contractor in Pakistan?

Yes, and usually faster, because most local service markets in Pakistan have fewer sites with real authority. The same method applies: the full service range on its own pages, technical work at build time, and local signals from day one. Our Local SEO service page covers it.

What did the site launch with?

Pages for each roofing service, written for how people search, with the technical and on-page work done before launch and local signals set for the Indianapolis area. No paid traffic, no purchased links, no directory listings feeding the figures.

Where do these figures come from?

Google Search Console for the client’s site, two consecutive windows from launch, published with the screenshots by our founder at nizamuddeen.com. The figures on this page are the same ones; only the wording is ours.

Alpha Holistic Roofing SEO Case Study

Nizam Ud Deen