--- title: Website Review & SEO Strategy — 2026-01-28 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-01-28-seamless-client-meeting-117803168.md tags: - meeting - client - seamless - seo - website - content-strategy - certifications - roofing - sbswi layer: 2 client_source: Seamless Building Solutions industry_context: b2b-services transferable: false --- # Website Review & SEO Strategy — 2026-01-28 **Client:** [[wiki/clients/current/seamless/index|Seamless Building Systems (SBS WI)]] **Meeting type:** Website progress review **Attendees:** Melissa Cusumano (Asymmetric), Brandon Aman (SBS WI), Brandon (SBS WI) **Recording:** [Fathom](https://fathom.video/calls/548592201) ## Overview Working session to review the in-progress development site, align on SEO keyword strategy, finalize certification page content, and resolve outstanding copy questions. The development site is live and responsive; primary focus was content decisions needed before Friday delivery. --- ## Key Decisions ### SEO & Keyword Strategy - **Tool:** Keywords sourced from Google Ads Planner — high-volume, low-competition terms selected per page to avoid keyword cannibalization across the site. - **Target region:** Broadened from "Brookfield" to **"Southeastern Wisconsin"** to avoid artificially limiting search reach. Specific cities (Milwaukee, Waukesha, Racine, Ozaukee, Jefferson) will be referenced in copy where appropriate. - **Page-level keyword assignments:** | Page | Target Keywords | |---|---| | Homepage | "see roofing," "roofers," "commercial roofing," "roofing company" | | Services | "commercial roofing services," "commercial roofing," "roof services," "roof maintenance" | | Roof Repair *(new page)* | "roof repair," "roof maintenance," "roof repair services," "roofing repair" | | Roof Inspection | "commercial roof inspection," "roof inspection company," "roof inspection and repair" | | Asphalt Shingles | "roof shingles," "asphalt shingles," "architectural shingles," "roof shingles types" | - **Roof Repair vs. Roof Restoration:** These are distinct pages targeting distinct search intents. "Roof repair" captures leak/damage searches; "roof restoration" is a separate service concept. ### Certifications & Memberships Page - Page title confirmed: **"Memberships & Certifications"** (not "Licenses" — avoids confusion). - Each certification will include the logo plus a descriptive blurb explaining what it means to the customer. - Certifications/memberships to feature: | Entity | Type | Status | |---|---|---| | IAAP / IKO | Certification | Logo + rep-written blurb in hand | | GACO | Certification | **Pending** — Brandon Aman to source logo + blurb from Matt | | NRCA | Membership | Logo on current site; higher-res version may be needed | | Brandon's Roof Moisture Scanning | Individual certification | To be included | - The About Us page will also be revised to feature certifications more prominently. ### Warranty Messaging - **Decision:** Drop all references to "50-year warranty." GACO no longer offers this. - **Replace with:** Generic label **"Material Warranty"** across all case studies and service pages. - **Rationale:** Warranty types (material-only vs. material + labor) are complex to explain. Only call out a specific warranty if it's a genuine differentiator/selling point. Otherwise, keep it simple. ### Content Refinements - **Wind Vent section:** Shorten significantly. Complex to explain, used infrequently — not worth prominent real estate. - **Case studies sidebar:** Remove. Adds visual clutter with no clear value; behavior on mobile is also unclear. - **Contact page address:** Use the P.O. box (`17145`). Do **not** publish the home address. Remove "Get Directions" link entirely — clients come to job sites, not an office. - **Form submissions:** All contact and estimate forms route to `info@sbswi.com`. ### Homepage Features (Development Site) - Google Reviews widget pulling top 5+ reviews (currently 6 reviews live). - Case studies preview section linking to full case studies page. - Recent blog posts section. - Stock photography used as placeholders throughout; client acknowledged this is standard practice for now. --- ## Action Items | Owner | Action | Due | |---|---|---| | **Melissa** | Deliver updated copy doc, Miro board designs, and dev site link for review | Friday, 2026-01-31 | | **Melissa** | Specify clearly in delivery email what requires feedback vs. FYI | Friday, 2026-01-31 | | **Melissa** | Ask SEO team whether using a P.O. box address impacts local SEO rankings | ASAP | | **Brandon Aman** | Provide GACO certification logo and blurb (from Matt) to Melissa | ASAP | | **Brandon Aman** | Confirm/look up current GACO material warranty terms | ASAP | --- ## Next Meeting **February 9, 2026 at 1:00 PM** — recurring Zoom link now embedded in calendar invite. --- ## Notes & Context - Brandon (junior) was out sick and joined remotely from a separate office, causing some audio issues. - The team has been using AI writing tools to ensure keywords are distributed correctly in headings and backend SEO fields — not just stuffed into body copy. - Melissa noted that AI search behavior in Google is shifting rapidly (AI mode results, fewer sponsored slots visible in some searches). Team maintains a ~2hr/week professional development block to track changes. - SBS WI's business model favors getting on-site for inspections and maintenance agreements, then becoming the client's roofer of choice for larger jobs. Copy and keyword strategy should reinforce this funnel. --- ## Related - [[wiki/clients/current/seamless/index|Seamless Client Index]]