Local Business · Roofing & Siding
Star Roofing & Siding
A rebrand and a 600-mile move across state lines — the two things most likely to erase years of hard-won search rankings. The job was to rebuild the brand without losing what the old one had earned.
- Client
- An established exterior contractor, roofing and siding.
- The move
- Faribault, Minnesota → Rapid City, South Dakota — 600+ miles.
- The rebrand
- Star Exteriors → Star Roofing & Siding, with a narrowed focus.
- At risk
- Years of rankings, backlinks and citations built in the old market.
- Role
- Redesign, SEO migration, local SEO strategy, ongoing retainer.
- Outcome
- Ranking in the new city within weeks; engagement extended to a retainer.
The challenge
New name, new state, and years of rankings on the line.
A long-standing contractor was doing three hard things at once: changing its name, narrowing from general exteriors to roofing and siding, and moving the business 600 miles to a market where nobody had heard of it.
Any one of those puts search visibility at risk. Together they are about the most dangerous scenario a local business can walk into — rankings, backlinks and citations built over years, all tied to an old name in an old city. Handled badly, a rebrand quietly deletes them.
- 600+
- miles relocated
- 2
- markets to hold at once
- 10
- new pages for the new city
The approach
Treated as a migration, not a redesign.
Design and SEO ran as one job rather than two. A design agency will hand over a beautiful site that quietly kills the rankings; an SEO agency will protect the rankings and leave a dated site behind.
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Redesign around the new identity
A full visual rebrand for the new name and a narrower offer — roofing and siding rather than general exteriors. Conversion-led layout, clear calls to action, responsive across breakpoints, and built to load fast.
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Protect the SEO equity
Audited what the old site had earned — pages, rankings, backlinks, structure — then mapped every legacy URL to its new equivalent and implemented 301s across the lot. Domain kept, so the historical trust signals came along.
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Build for the new market
Keyword research for Rapid City, then dedicated location and service pages targeting the terms people there actually search — plus an emergency services page aimed at urgent, high-intent demand.
Before & after
A different company, on the same domain.
Drag to wipe between the old Star Exteriors site and the rebuilt Star Roofing & Siding — same domain, so everything the old site had earned came with it.
On the phone
Where storm-damage searches actually happen.
Roofing demand spikes after weather, and it arrives on a phone. The rating and review count sit above the fold, the inspection form is a tap away, and every service explains itself without a pinch-zoom.
What we delivered
Nothing left behind.
- Every legacy URL mapped and 301-redirected
- Backlink equity carried through the transition
- Local business schema and rebuilt technical foundations
- 10 SEO-optimised service and location pages for the new market
- Emergency services page for urgent local intent
- Conversion-focused layout with clear CTAs throughout
What happened next
Ranking in a city it had just arrived in.
- Began ranking in Rapid City within 2–3 weeks of launch
- The emergency services page started earning clicks from Google
- Visibility in the original Minnesota market held after the move
- Client extended the engagement into an ongoing SEO retainer
Kept qualitative at the client’s request — their search figures stay private.
Verified Fiverr review
True professional and definitely legit. He revamped my site for a new market and the SEO results were phenomenal — already seeing pages rank on page 1 within weeks. He's data-driven, communicative, and stayed on top of the technical details even after the initial build. Highly recommend for anyone looking for real growth.
Why this one matters
Design and SEO are the same job.
Split them and one of them loses. A rebrand across state lines is the clearest case for handling both together: nearly every design decision — URLs, page structure, what each page is called — is also a search decision. Getting it right meant the business kept what it had built and started earning in a new market at the same time.
Rebranding or moving, and worried about your rankings?
We handle the redesign and the migration as one piece of work, so the visibility you have already paid for comes with you.