The Tennessee-based roofing company, Centennial Roofing, started its new SEO campaign with Roofing Webmasters in June of 2025.
In the subsequent months, their website’s rankings improved, AI visibility increased, and it drove more traffic and qualified leads to their website.
This case study will outline the key factors that influenced their online success.
Campaign Results
Website Traffic
Once Centennial Roofing’s website was indexed with fresh content, a new design, and thousands of pins, its traffic ascended by 336.6% in the subsequent 90 days, resulting in 1,200 visits.
Google Map 3-Pack Rankings
Centennial Roofing secured “near me” rankings within the Google Maps 3-Pack for searches in Brentwood, TN, a clear indicator of a strong online presence.
Although proximity is a strong local ranking factor, it’s still essential to optimize your website (which is connected to your Google Business Profile), accumulate customer reviews, and upload fresh photos.
Google AI Overview Citations
Centennial Roofing’s website was cited in Google AI Overviews for various Nashville roofing queries, which also resulted in Google’s AI recommending the company for specific services.
While AIO mentions and citations don’t always result in direct clicks, they still influence conversions and brand recognition, both of which are essential for long-term success.
Google AI Mode Citations
Google AI Mode, billed as the future of search, also cited Centennial Roofing in a query related to roof coatings in Brentwood, TN.
AI Mode crawls multiple sources for digital brand signals, including the website, Google Business Profile, and other business citations, when synthesizing its answers.
ChatGPT Citations
ChatGPT also cites and mentions Centennial Roofing in answers about mechanical lock metal roofing in Nashville, TN.
While ChatGPT uses a similar process as Google AI Mode, it relies less on a Google Business Profile and more on a website and other brand signals throughout the web, including DataPins.
Pillars of Success for Centennial Roofing’s Campaign
Most roofing companies have tried SEO in the past, but few have ever received concrete information from their agencies about what drives success.
Below, we are going to lay out the factors that influenced Centennial Roofing’s success.
Custom Website
Centennial Roofing’s new website design was part of the foundational shift that led to their success.
Web design encompasses more than just visuals and images; it also involves architecture and crawlability.
The Roofing Webmasters team designed a site that met our strenuous standards for SEO success.
DataPins
DataPins is a powerful local SEO software for roofers, but it requires the user to accumulate enough pins to gain traction.
Centennial Roofing did its part by dropping over 1,300 pins in under six months.
Many of their pins were carried over from previous job data (something the DataPins software can convert into SEO signals). Still, their ability to demonstrate their work boosted their metrics.
E-E-A-T Signals
Google has made it clear that E-E-A-T signals influence search rankings and trust in a company or entity.
As a BBB-accredited business, Centennial Roofing was able to showcase its credibility with a website badge that links directly to its accredited BBB profile page.
When combined with 600+ Google reviews and a strong local reputation, Centennial Roofing met Google’s increasingly high standards for trustworthiness.
Evaluating Future Projections
Centennial Roofing has established a solid SEO foundation with the assistance of Roofing Webmasters and DataPins.
Their 1,300+ pins stand out in a competitive market, and their 600+ reviews drive credibility and conversion across Google platforms.
Additionally, the company’s strong visibility on AI platforms, such as ChatGPT, helps drive new leads while strengthening brand recognition.
When considering Centennial Roofing’s commitment to showcasing work and its ascending digital brand presence, its website traffic, lead generation, and conversion rate are all expected to increase continuously.
