Everything below is measured against 794 ranking roofing contractor listings across 40 US cities, not against a generic local SEO checklist. The full measurement sits on the roofers benchmark page.
Where these come from. Google Maps results for “roofing contractor in {city}” across 40 US cities, collected 1 September 2026, signed out. Re-measured quarterly. Full method and findings.
Review volume is the one everybody measures. The median ranking listing carries 53, and closing that gap is a months-long job with a fixed rate of progress. It is necessary and it is slow.
Proximity is the one almost nobody measures, and in this category it is doing more work than volume. A quarter of ranking listings in mid-sized cities sit at 19 reviews or fewer. They are not winning on volume. They are winning on where the searcher is standing.
Profile completeness is the one that moves in days rather than months. Primary category, hours, service area, attributes and the booking link. It is the cheapest work available and it is usually the work that has been left half done.
A plan that treats all three as one number will spend a year on reviews and never find out that the profile was wrong the whole time.
A single position for a whole city is an average of places where you rank first and places where you do not appear. It flatters you and it cannot be acted on.
We measure roofers on a grid of points around each location, so you can see the radius you own and the direction it is losing. That is the number that tells you whether to open a second location, change a service area, or leave it alone.
It is also the only way to attribute a change. Set the grid baseline before any work starts or you will spend the next quarter guessing.
What the engagement actually contains, and what each part is measured against.
| Included | What it means in practice |
|---|---|
| Profile audit against the measured fields | Category, hours, attributes, services, booking link and description, checked against what the listings currently ranking in your cities actually have set. |
| Grid baseline before any change | A ranking grid around each location, captured before work starts, so improvement is attributable rather than asserted. |
| Review gap and monthly target | Your count against the 53 median, converted into a monthly ask rate that is actually achievable at your patient or customer volume. |
| Competitor set, named | The specific listings above you in your own grid, with their review counts and categories, rather than a generic list of local competitors. |
| Reported against the benchmark | Every metric shown next to the measured figure for roofers, so a number is always "against what" rather than floating on its own. |
| Per location, never per group | A group average hides your weakest site. Everything is reported per location first and rolled up second. |
A ranking grid around every location, captured first. Skip this and you will spend the next quarter arguing about whether anything worked.
Category, hours, attributes and the booking link. Days of work, and the only part of local SEO that moves that fast.
The specific listings sitting above you in your own grid, with their numbers, so the target is a business rather than a percentile.
Review volume toward 53, with a monthly rate and an honest finish date rather than a vague commitment to improvement.
The median ranking listing carries 53, with the middle half between 17 and 123. That spread is the real answer: there is no single threshold. The full measurement, including how it differs by city size, is on the category page.
Lower than you have been told. 95% of ranking listings sit at 4.5 or above, which means one in twenty does not. Rating decides who clicks you, not whether you appear.
Profile and category corrections show in the grid within days to a few weeks. Position changes driven by review volume take months, because the input takes months. If those two are reported as one number you will not be able to tell which is happening.
The work is the same and the grid matters more, not less. A single location lives or dies on the radius around it, and that radius is invisible in a city-level rank.
The free audit reads your live Google profile and puts it against the measured benchmark for your category.