H&C Contracting
SEO + AEO audit

Confirm the primary market before targeting city searches.

Decide which locations are current business locations and which are service areas; the site says Duluth, the Google description says Norcross, and directories also show an Auburn mailing address.

Make each service page specific.

Describe the actual work offered, who it is for, the process, service limits, estimate process, and relevant local coverage. The existing Services page provides a starting outline.

Implementation progress: Four service pages now include project-request guidance, related services, and service-specific estimate links. Owner review of the exact scope, process, limits, and coverage is still needed.

Add LocalBusiness structured data using the verified business details.

The audited pages contain no JSON-LD structured data. Include the business name, phone, website, hours, and location details that accurately apply. Google’s LocalBusiness documentation explains the supported fields and notes that markup does not guarantee a search feature.

Implementation progress: GeneralContractor and Service markup uses the site-stated name, phone, website, shared business identifier, and verified BBB sameAs profile. Hours and location details remain pending.

Submit the working sitemap in Google Search Console.

The robots file points to /wp-sitemap.xml, which loads. Avoid submitting /sitemap_index.xml, which currently returns a 404.

Confirm one consistent canonical URL version.

Check that HTTP, HTTPS, www, non-www, and trailing-slash variants resolve to the preferred version without creating duplicate indexable pages.

Implementation progress: Live-domain checks found HTTP pages returning 200 with HTTP canonical tags. HTTPS pages use HTTPS canonicals and most www checks redirect to the apex; two www requests timed out. Configure HTTP-to-HTTPS at the edge and verify all hostname/path variants after cutover. This item remains open.

Reconcile the business’s location and service-area information across profiles.

The website lists 2180 Satellite Blvd, Duluth; the BBB profile also lists a P.O. Box in Auburn; and HomeAdvisor lists a Norcross address. Confirm which are current and correct every directory.

Implementation progress: A source-linked directory correction register is prepared in docs/directory-corrections.md. BBB lists Duluth plus an Auburn mailing address; HomeAdvisor lists Norcross. Confirm each address's role and account ownership before submitting changes.

Rewrite the Google profile description.

Its current wording calls the business “number one” and refers to Norcross, while the site centers on Duluth. Replace it with a factual description of the verified services and service area.

Implementation progress: A factual Google profile description draft is prepared in the directory correction register. It covers the four site-listed services without a superiority claim or unverified city. Confirm current services and territory, then publish through the profile account.

Confirm whether the Google profile should show a street address.

The DataForSEO profile snapshot returned no street address, while the site publishes one. If customers are not served at that location, confirm that the profile is set up as a service-area business with the address hidden; follow Google’s address and service-area rules.

Align business hours across the profile, site, and directories.

The Google snapshot showed Monday–Thursday 9 a.m.–6 p.m. and Saturday 9 a.m.–3 p.m., with Friday and Sunday not returned. BBB and HomeAdvisor show differing schedules. Confirm actual hours and update all sources.

Implementation progress: Current public listings disagree: BBB shows Friday closed and Saturday 9–6; HomeAdvisor shows Friday 9–6 and Saturday 10–2. Owner-confirmed hours are needed before site, schema, or profile updates.

Review the profile’s categories.

The snapshot shows Roofing contractor as primary, with concrete and water/fire-damage categories also present. Keep only categories that accurately describe current core services; Google recommends using a small, specific set of categories.

Reconcile the profile’s service list with the website.

The profile lists services such as gutters, skylights, attic venting, and remodeling, while the site emphasizes roofing, water mitigation, storm restoration, and concrete. Add accurate pages for active offerings or remove outdated profile entries.

Set accurate service areas in the profile and show them on the site.

Confirm the cities and counties the business actually serves before publishing a list.

Link the profile to the most relevant landing page.

Use the home page or a service-specific page that matches the profile’s primary focus; track the link with UTM parameters.

Add a direct estimate or contact URL to the profile

if the current website link does not take customers straight to a useful next step.

Build a consistent review-request process after completed projects.

The Google profile has 8 ratings; the first three listings returned for the Duluth roofing query had 45, 72, and 87. Ask every eligible customer at the same natural point in the job cycle.

Implementation progress: A consistent job-closeout review-request workflow is documented in docs/review-request-process.md in the draft PR. Manager adoption, the verified Google review link, and customer use remain pending.

Keep review requests neutral and incentive-free.

Google prohibits rewards or discounts in exchange for reviews; see its Maps review policy.

Implementation progress: Neutral, incentive-free request and reminder templates are documented. They ask for honest feedback without rating selection. Manager adoption and actual use remain pending.

Respond to every review with a specific, professional reply.

Reference the type of work when appropriate, without inserting repetitive keywords or private customer details.

Add genuine project photos to the profile on an ongoing basis.

The profile snapshot returned 33 photos. Review the current set and prioritize recent completed work, before-and-after views, and real crew or job-site photos.

Publish occasional profile updates

for completed projects, seasonal service information, and changes in availability; keep every claim current and accurate.

Track map visibility for multiple service searches and locations.

The roofing search result is one location-and-query snapshot, not a universal rank. Track a local grid for roofing, water mitigation, storm restoration, and concrete around verified service areas.

Correct the public directory records that conflict.

Confirm whether the Auburn P.O. Box and Norcross address represent current locations, and remove or update any obsolete or duplicate entries.

Implementation progress: Exact address and hours discrepancies are documented with source URLs and correction steps. No directory correction has been submitted because current owner facts and account access are still required.

Audit major directory profiles for consistent details.

Review BBB, HomeAdvisor, Houzz, Angi, Facebook, Yelp, Bing Places, and Apple Business Connect; correct the business name, phone, website, address, hours, and services wherever needed.

Implementation progress: BBB, HomeAdvisor, and a potentially older Houzz listing were inspected. Houzz lists a different phone and website; ownership needs confirmation. Google current details and exact owned Angi, Facebook, Yelp, Bing, and Apple records remain unresolved or access-dependent. The register separates observations from verified company facts.

Build local links through real business relationships.

Ask suppliers, trade groups, local business associations, and project partners about relevant member or project listings; avoid bulk link purchases.

Review the backlink sources before taking action.

DataForSEO returned 50 referring domains and a backlink spam score of 56. Manually inspect the linking sites; do not remove or disavow links based on that score alone.

Create a project portfolio with real completed work.

Organize it by service, and include the location, customer problem, scope, materials, and finished result where the customer permits.

Implementation progress: Public Houzz project galleries were found as evidence leads. Account ownership, original photos, first-hand project details, and reuse permission must be confirmed before building the portfolio.

Publish at least one detailed case study for each major service.

Explain the situation, assessment, work completed, timeline, and outcome using first-hand details and original photos.

Identify the people behind the company.

Add an owner or team section with relevant experience and real project responsibilities; the current About page is mostly general claims.

Implementation progress: About identifies Harley Blakely as the manager listed on the matching BBB profile. A verified experience and project-responsibility biography remains pending.

Explain warranties, estimates, payment options, and project expectations

using the company’s actual policies. These details help customers judge fit and help answer common pre-hire questions.

Expand the roofing page

to cover the confirmed roof types, repair and replacement options, inspections, leak work, and any commercial systems the company handles.

Implementation progress: The roofing page includes the listed repair/replacement work, FAQs, and roof-project request details. Confirm roof types and commercial systems before expanding those claims.

Expand the water-mitigation page

to explain the actual response process, water removal, drying, moisture inspection, and what customers should do before the team arrives.

Implementation progress: The water-mitigation page includes the listed work, FAQs, and water-damage request details. Confirm the actual response process and availability with the owner.

Expand the storm-restoration page

to clarify the work offered after wind or storm damage, from assessment through repair, and whether the company assists with insurance documentation.

Implementation progress: The storm page includes the listed assessment/repair work, FAQs, and storm-project request details. Insurance assistance remains unconfirmed.

Expand the concrete page

with the actual services offered—such as driveways, patios, slabs, foundations, or commercial work—and include preparation, project constraints, and maintenance guidance.

Implementation progress: The concrete page includes the listed project types, FAQs, and size/access/removal questions for an estimate. Confirm preparation, constraints, and maintenance guidance before publication.

Create location pages only for places the company truly serves.

Give each page original local project evidence and useful area-specific information; don’t publish thin copies with only the city name changed.

Add customer testimonials with permission and a link to the original review.

Use them to build trust on service pages; don’t add self-serving review markup to try to obtain review stars in search.

Implementation progress: Public HomeAdvisor and Houzz review sources were identified. Company identity and reuse permission still need confirmation; no testimonials were republished.

Make project evidence easy for search and answer systems to interpret.

Use descriptive headings, captions, locations, service names, and plain explanations alongside each photo.

Verify Google Search Console ownership

and inspect indexing for the four current pages, the sitemap, and any new service pages.

Confirm analytics is installed and working.

No Google Analytics or Tag Manager request was visible in the homepage browser sample, so verify whether measurement is present behind a consent or tag setup.

Implementation progress: Optional GA4 code is ready and stays disabled without a valid production measurement ID. Supply the ID, rebuild, and verify reporting.

Track phone clicks, estimate-form submissions, and profile website clicks

as separate conversion events.

Implementation progress: Separate phone_click, successful generate_lead, and UTM-attributed gbp_visit events pass automated tests without sending customer form fields. Production event verification and profile link updates remain pending.

Review rankings, leads, and field performance monthly.

Lighthouse’s lab results were good for LCP and CLS, but no field Core Web Vitals data was available. Use Search Console and analytics to prioritize real user issues.