--- title: Siding Content Strategy — Exterior Renovations type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-11-07-weekly-call-w-ben-100109763.md tags: - content-marketing - seo - local-seo - exterior-renovations - siding - facebook-ads - homepage-optimization - blogging layer: 2 client_source: null industry_context: null transferable: true --- # Siding Content Strategy — Exterior Renovations ## Overview During an account review, Mark and Ben identified a critical content gap for Exterior Renovations: the site receives virtually no organic traffic for siding-related keywords — the core service the client wants to sell. Google Search Console showed traffic coming primarily from an unrelated "level beam" article, while searches for "exterior siding," "best siding," "weatherproof siding," and similar high-intent terms produced nothing. The diagnosis: too few siding-related keywords on the page, no in-depth siding articles, and a homepage that offers only a handful of words about the service. The fix is a focused content push across three areas. See also: [[wiki/clients/exterior-renovations/_index.md]] and the broader [[wiki/knowledge/seo/domain-rating-turnaround.md]] effort running in parallel. --- ## The Problem - **Homepage:** Only a small paragraph about siding exists. No substantive text means Google has nothing to rank. Mark's assessment: *"You won't even live long enough to see this page rank."* - **Blog:** Existing posts cover gutters, garage bump-outs, and outdoor kitchens — none targeting siding keywords. Several articles are not even indexed. - **GSC signal:** The top traffic driver is a "level beam" article (14,000 impressions, 31 clicks). Siding terms are absent from the top queries entirely. - **Competitor gap:** Competitors with similarly low domain authority still outrank Exterior Renovations because they have more on-page siding content. --- ## Content Strategy: Three Components ### 1. Homepage Optimization **Goal:** Add 300–500 words of siding-focused copy to the homepage to give Google rankable content for core service terms. **Approach:** - Break the current generic "Services" section into distinct service sections; expand the siding section significantly. - Include relevant keywords: exterior siding, siding installation, siding replacement, Madison siding contractor, weatherproof siding, insulated siding, etc. - Add internal links to new siding blog articles once published. - Add images with descriptive alt text. **Process:** - Build the updated page as a draft in WordPress (e.g., `homepage-new`) so the client can preview it at a direct URL before it goes live. - Send preview link to Chris/client for approval; swap in once approved. > *"I'm going to make an example and show it to you. And then if you say it's okay, we're going to push it."* — Mark Hope --- ### 2. In-Depth Siding Articles (2–3 Posts, 2,500+ Words Each) **Goal:** Capture high-intent organic traffic for siding-related searches and build topical authority. **Briefing Gavin:** - Analyze Google Search Console and competitor keyword data (via SpyFu/Ahrefs) first to identify the best target queries. - Brief Gavin on 2–3 article topics. Example angles Mark suggested: - How to pick/select siding - Weatherproofing siding - How to tell if your siding needs replacing - Best siding materials compared - Use Surfer SEO to optimize each article for keyword density and structure. - Ensure articles are indexed promptly after publishing (submit via GSC). **Why long-form:** Short, thin posts are already failing (multiple existing blog posts have zero clicks). Depth signals expertise and gives Google more to rank. --- ### 3. Facebook Promotion ($25–$100 per Article) **Goal:** Drive immediate traffic to new articles, diversify traffic sources, and signal site activity to Google. **Approach:** - After each article publishes, create a short Facebook post summarizing the highlights. - Boost the post geo-targeted to Madison, WI. - Budget: $25–$100 per boost depending on client approval. **Why this works:** - People in Madison who are noticing aging siding will see the post in their feed and click through. - Google observes traffic arriving from social media in addition to paid and organic channels — diverse traffic signals a healthy, relevant site. - Breaks the vicious cycle: low traffic → low rankings → lower traffic. > *"Everybody in Madison sees this little post about exterior siding in their Facebook feed. And anybody who's noticing that their siding's in bad shape... they click."* — Mark Hope --- ## Execution Checklist - [ ] Analyze GSC data to identify best siding keyword targets before briefing Gavin - [ ] Brief Gavin: 2–3 siding articles, 2,500+ words each, Surfer-optimized - [ ] Draft updated homepage copy (300–500 words on siding) in `homepage-new` WP page - [ ] Send homepage preview URL to Chris for client sign-off - [ ] Publish articles; submit to GSC for indexing - [ ] Boost each article on Facebook ($25–$100), geo-targeted to Madison --- ## Related Context - This content push is one of two pillars in the Exterior Renovations turnaround. The other is a [[wiki/knowledge/seo/domain-rating-turnaround.md|Domain Rating boost]] (DR 2 → 30 via $200 backlink service, 30-day timeline). - Local visibility improvements (Moz Local, Google Business Profile, Facebook account linking) are tracked separately: [[wiki/clients/exterior-renovations/_index.md]]. - Google Ads goal cleanup (removing "Get Directions," clarifying "contact" and "converted lead" goals) is a parallel workstream that affects how content-driven conversions are measured. --- ## Key Insight (Generalizable) > A site with thin on-page content for its core service keywords will not rank for those terms regardless of other SEO work. Content volume and depth for target keywords must come before authority signals can do their job. Pairing new long-form content with a small paid social boost ($25–$100) is a low-cost way to seed traffic diversity and accelerate Google's recognition of the new content.