The follow-on to that conversation is to look at why SEO is not likely to produce the leads you want or need. You see if your team is focused on fixing where you rank organically, ok - but is that a strategy that will provide the result you need?
There was a time when as much as 70% of searchers would choose one of the first 3 listings in organic search results. Now that has dropped to as little as 20%. But why?
Well, Google made the page much narrower and thus longer. Many searches occur on mobile phones now and this narrow page displays better on a phone. It takes as much as 7 "swipes" with your fingers down the page to even get to the organic listings.
Simply put, most who search, choose who to call from the ads at the top or the maps section in the middle.
So a logical question then is what happens when a roofer is all-in on SEO and failing on Google My Business or in Google Maps? How many calls to they get?
In many cases, very few. Mostly referred by someone looking for a low priced roof job.
Or perhaps worse, they start buying shared leads from lead brokers. You can sell some of these jobs but it's a dogfight to find a value conscious buyer in a sea of tire-kickers and low price shoppers.
Here's the biggie... how much can a roofer make when his team works with urgency to position them correctly in search engines? When they appear in the 3-pack of listings in Google My Business? When they appear prominently in Google Maps? Or when they accept that the biggest group of "buyers" are those who search Google's ads section?