Evolve, LLC — Free Visibility Audit
Erie Home — Toledo, OH
Here’s where Erie Home stands in the Toledo market for roofing. Every number below is pulled from live data — Google Maps, geographic ranking grid scans, citation directories, and live AI-readiness probes.
Agency Audit Overview — Free Visibility Audit
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Core Visibility 49% Needs Attention |
AI Visibility (AISO) 40% Needs Attention |
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Strategic Readiness 46% Needs Attention |
Technical Maturity 52% Needs Attention |
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Gaps Found 8 |
Critical Priority 4 |
Overall · Needs Attention 47% 0.35·49 + 0.25·40 + 0.20·46 + 0.20·52 = 47% |
Erie Home is a national brand with real assets — 1,476 Google reviews, BBB A+ accreditation, and a website with legitimate service content. But in the Toledo local market, all four visibility axes land in the same amber band: “Needs Attention.” The core problem is map visibility — Erie Home ranks #1 on only 1% of the Toledo grid while local competitors dominate. Technical performance compounds it: a 23.8-second mobile load time is pushing homeowners to competitors before Erie’s homepage finishes rendering. The brand equity is there; the local digital infrastructure hasn’t kept up.
Score Breakdown — Core Visibility
| Dimension | Score | Why |
|---|---|---|
| Google Maps Presence | 6/10 | Claimed profile with 1,476 reviews (strong volume), but 4.4 rating falls below the 4.7 threshold for top-tier scoring — every competitor in the top 5 rates between 4.8 and 5.0. |
| Map Visibility | 2/10 | Only 2% of the 95 scanned pins show Erie Home in the top 3, and 33% show no ranking at all — functionally invisible across a third of the Toledo metro. |
| Review Authority | 6/10 | Leads SMR HomePros 10-to-1 on review count (1,476 vs. 144), but trails on rating (4.4 vs. 4.8); Integrity Home Exteriors (4.8 stars, 1,643 reviews) surpasses Erie on both metrics. |
| Content & GEO Readiness | 5/10 | Website has service hubs (Metal Roofing, Asphalt Shingle), FAQ page, blog, and before/after gallery; but uses HomeAndConstructionBusiness schema instead of RoofingContractor, and lacks Service, FAQPage, and AggregateRating schema types. Only 4 of 20 directory listings have correct NAP data. |
| Competitive Position | 1/10 | Erie Home holds #1 on 1% of scanned pins; Top Roofing holds #1 on 29% and Roofing419 on 21% — both smaller local operators are dramatically outperforming Erie on the map. |
| Review Velocity | 9/10 | 1,476 reviews vs. the top competitor’s 144 — Erie’s volume is 10× the nearest challenger in the scan. Integrity Home Exteriors (1,643) is the only company in the broader Toledo field that exceeds it. |
| Topical Authority Coverage | 5/10 | Service hub with Metal Roofing and Asphalt Shingle sub-pages, plus Roofing 101, blog, and FAQ sections — but limited Toledo-specific content depth, and competitors like Roofing419 have comprehensive RoofingContractor schema with Service, FAQPage, and AggregateRating markup. |
| Core Visibility Total | 34/70 | 49% — Needs Attention |
Where You Rank Across Toledo
A live 11×11 grid scan of Google Maps ranking around your business. Green = top 3. Yellow = top 10. Red = not ranking.
Open full interactive heatmap →
Ranking Breakdown — 95 pins scanned
1% rank #2–3
27% rank #4–10
38% rank #11–20
33% not ranking
The grid tells a stark story for a company of Erie Home’s size: you rank #1 on just 1% of the 95 scanned pins, and you’re in the top 3 on only 2%. A third of the grid — 33% — shows no ranking at all. Your average position is 13.4, meaning the typical Toledo homeowner searching “roofer near me” would need to scroll past a dozen other businesses before seeing Erie Home. Top Roofing, a local operator with 135 reviews, holds #1 on 29% of the grid. Roofing419, with only 17 reviews and a perfect 5.0 rating, holds #1 on 21%. Review count alone isn’t winning the map — Google’s local algorithm is rewarding local relevance, and the local-focused competitors are capturing the map real estate that a national brand’s profile isn’t optimized for. Erie Home also doesn’t appear in the SERP local pack or organic results for “roofer Toledo” — the primary keyword homeowners search.
VERIFY WITH CLIENT
Erie Home’s website says “since 1976” while the site’s own schema markup lists a founding date of 1982. Which is accurate? Consistent founding dates across the site, GBP, and directories strengthen the entity trust signal Google uses for local ranking.
3 Critical Gaps Holding You Back
1. Invisible on the Toledo Map Grid — 1% at #1, 33% Not Ranking at All
Erie Home holds the #1 position on 1 of 95 scanned pins in Toledo. Top Roofing holds it on 28. Roofing419, a company with 17 reviews, holds it on 20. Despite having more reviews than every other roofer in this grid combined, Erie Home’s average map position is 13.4 — buried deep enough that most homeowners never scroll to it. The SERP data confirms it: Erie Home doesn’t appear in the Google local pack or organic results for “roofer Toledo” at all.
Business impact: Homeowners searching “roofer near me” or “roofer Toledo” — 110 monthly searches at a $40+ cost-per-click — see a dozen competitors before they see Erie Home. That’s the highest-intent local traffic in the market, and it’s flowing to smaller operators who’ve optimized their local presence for Toledo specifically.
2. Mobile Page Speed Is Catastrophic — 23.8-Second Load Time
Erie Home’s mobile Lighthouse Performance score is 33 out of 100. The Largest Contentful Paint (LCP) — the time until the main content is visible — is 23,781 milliseconds. Google’s threshold for a “good” LCP is 2,500ms. Erie’s is 9.5× above that threshold. First Contentful Paint is 10.9 seconds, meaning users see a blank screen for nearly 11 seconds before anything renders. Desktop performance (43/100) is also well below acceptable.
Business impact: The majority of homeowners research roofers on their phone. A 24-second load time means most visitors leave before the page finishes rendering — they bounce to a competitor whose site loads in 2–3 seconds. Google also uses Core Web Vitals as a ranking factor, and this performance score is actively suppressing Erie Home’s organic and map visibility.
3. 4.4 Rating in a 4.7+ Market — the Star Gap Is Visible
Erie Home’s 4.4 Google rating sits below every competitor in the heatmap scan: SMR HomePros (4.8), Top Roofing (4.9), Roofing419 (5.0), Salinas Roofing (4.9), and Integrity Home Exteriors (4.8). This 0.4–0.6 star gap is immediately visible when homeowners compare roofers in the local pack. The SERP local pack for “roofer Toledo” currently features businesses rated 4.7 to 5.0 — the entry floor is higher than Erie’s current rating.
Business impact: In a high-trust purchase like roofing, homeowners compare ratings side-by-side. A 4.4 next to three competitors above 4.8 signals quality risk — even when it doesn’t reflect actual work quality. This gap is costing clicks and calls at the consideration stage.
Your Top 2 AI Visibility Gaps
ChatGPT, Gemini, and Perplexity are becoming discovery tools for local services. Here’s where Erie Home is invisible to them right now.
Content Freshness & Depth
0 / 3 — Critical Status
Zero pages on eriehome.com display visible publication or update dates. The freshness scanner found no dated content across the sampled pages — AI systems that evaluate recency have no signal to confirm the content is current.
Business impact: When an AI system like ChatGPT is asked “who’s the best roofer in Toledo?” it prioritizes sources with demonstrable recency. A site with no visible dates looks stale to the algorithm, even if the business is actively operating — and gets skipped in favor of competitors whose content shows recent activity.
Conversational Query Optimization
1 / 4 — Critical Status
Only 1 H2-level heading on the homepage uses a question format. No FAQPage schema is present despite the site having a dedicated FAQ page at /why-erie/faqs/. No structured FAQ section was detected on the homepage, and the natural question density across the scanned content is low (1.9%).
Business impact: When homeowners ask AI assistants “How much does a metal roof cost in Toledo?” or “Is Erie Home a good roofer?” — the AI looks for pages structured with questions and direct answers. Without that structure, Erie Home’s content isn’t quotable by AI systems, so the answer goes to a competitor whose site is built for conversational queries.
Want the full 6-pillar AI Visibility breakdown? See what Medium and Full audits include →
Strategic Readiness — 46% (Needs Attention)
Strategic Readiness measures whether the site’s content and structure are built to capture the searches that matter. Erie Home has a clean URL structure with logical hierarchy (/roofing/metal-roofing/, /roofing/asphalt-shingle-roofs/), and covers some intent types with its blog, FAQ page, and Roofing 101 section. But the mobile performance crisis (33/100 Lighthouse) drags down the UX dimension hard, and the local strategy build is thin — only 3 of 6 roofing-authority directories list the firm, and citation consistency across general directories is low (4 of 20 correct). The weakest dimensions are Performance UX Impact and Local Strategy Build.
BIGGEST STRATEGIC GAP
Mobile Performance UX — A 23.8-second LCP on mobile means the site is functionally broken for the majority of local searchers. Fix the render-blocking resources and image compression before investing in content or local strategy — nothing else compounds until the site loads.
Medium + Full audits dig into the 5 Strategic dimensions individually.
Technical Maturity — 52% (Needs Attention)
Technical Maturity measures the quality of the site’s stack — performance, SEO health, content architecture, conversion paths, and brand positioning. Erie Home scores well on conversion path health (prominent “Get My Free Estimate” CTAs, financing page, reviews page, before/after gallery) and positioning clarity (BBB A+, NAHB Legend Award, “Nation’s Most Trusted” claim backed by 400,000+ homes served). But Technical Performance (Lighthouse mobile 33, desktop 43) is the clear drag. On-page SEO health is mixed — the SEO score is 92/100 but heading hierarchy has 6 elements out of order, and the title tag lacks a location modifier for Toledo.
BIGGEST TECHNICAL GAP
Lighthouse Performance: 33 Mobile / 43 Desktop — Both scores are in the failing range. LCP at 23.8s and FCP at 10.9s on mobile indicate heavy unoptimized images, render-blocking JavaScript, or server response delays that must be resolved at the infrastructure level.
Medium + Full audits expand into Lighthouse mobile + desktop, page-level on-page audit, content architecture clustering, and brand positioning vs. competitors.
Competitive Snapshot
| Business | Rating | Reviews | #1 Map Wins |
|---|---|---|---|
| Erie Home ★ | 4.4 | 1,476 | 1 |
| Top Roofing | 4.9 | 135 | 28 |
| Roofing419 | 5.0 | 17 | 20 |
| SMR HomePros | 4.8 | 144 | 10 |
| Salinas Roofing, Siding, & Exteriors | 4.9 | 531 | 7 |
| Integrity Home Exteriors | 4.8 | 1,643 | 7 |
The pattern here is unusual: Erie Home has the second-highest review count in the market — only Integrity Home Exteriors (1,643) exceeds it — yet holds the fewest #1 map positions of any competitor in the scan. Review volume without local optimization doesn’t translate to map dominance. Top Roofing (135 reviews) and Roofing419 (17 reviews) both outperform Erie on #1 map wins by 28× and 20× respectively. Something in Google’s local algorithm — likely a combination of local GBP optimization, local content specificity, and proximity signals — is favoring the smaller Toledo-native operators over Erie Home’s national profile.
Citation Breakdown
| Total directories checked | 20 |
| Listings found | 7 |
| Correct NAP (name, address, phone) | 4 |
| Found but incomplete or incorrect | 3 |
| Missing entirely | 13 |
Erie Home is missing from 13 of 20 directories checked — including Bing Places, Yellow Pages, Foursquare, and Zillow. For a national company with 93 locations, the Toledo citation footprint is remarkably thin. Of the 7 directories where Erie Home was found, only 4 have fully correct NAP data. The Whereto listing has an incorrect address. Facebook is listed but phone data wasn’t confirmed (Facebook’s anti-scrape protections make this unreliable — log in and verify the phone number matches your GBP). Every missing directory is a missed trust signal that Google uses to validate your local business entity.
Roofing Authority Directory Presence
Generic citation directories (the ones in the section above) matter for Google Maps trust. Roofing-specific authority directories — manufacturer cert ladders, the BBB, and the platforms where homeowners actively shop — matter for how Google ranks roofers in vertical SERPs and how homeowners separate legitimate operators from transient contractors. We checked each of the directories that feed those signals:
Verification Summary — 3 of 6 roofing-authority directories list your firm
| Directory | Status | Why It Matters |
|---|---|---|
| GAF Master Elite | NOT CERTIFIED | Top-tier GAF installer designation; the Golden Pledge warranty (the strongest manufacturer-backed warranty in residential roofing) is only available through this tier |
| Owens Corning Platinum Preferred | NOT CERTIFIED | Top tier of Owens Corning’s Roofing Contractor Network; required for the Platinum Protection Limited Warranty |
| NRCA | NOT FOUND | National industry association — signals operating to professional standards and ongoing continuing education |
| Angi | PRESENT | Where homeowners actively shop for roofers; profiles with high review velocity surface above transient operators |
| HomeAdvisor | PRESENT | Pre-screened pro network; ProFinder leads route to top-rated profiles first |
| BBB | PRESENT — A+ ACCREDITED | Trust signal homeowners reflexively check after a storm; A+ Accredited Business badge separates legitimate operators from door-to-door contractors. Erie Home displays this badge on the homepage — strong. |
Erie Home is present on 3 of 6 roofing-authority directories — and the 3 it’s on (Angi, HomeAdvisor, BBB with A+ Accreditation) are the consumer-facing platforms. The 3 it’s missing from (GAF Master Elite, Owens Corning Platinum Preferred, NRCA) are the manufacturer-cert and industry-association directories. This makes sense for Erie’s business model: they manufacture and install their own proprietary metal roofing product, so they don’t participate in GAF’s or Owens Corning’s installer certification programs for metal. However, Erie also offers asphalt shingle roofing — a product line where manufacturer cert status matters to homeowners choosing between competing installers. The BBB A+ Accredited badge is prominently displayed on the homepage, which is the right call for a national company operating in local markets. The EPA Lead-Safe certification and NAHB Legend Award badges visible on the site are additional credibility signals that competitors in this scan don’t appear to have.
Accessibility & ADA Readiness
Accessibility & ADA Readiness
90/100 mobile · 87/100 desktop — you’re close to passing the major checks but have 5–10 fixable issues that affect real users with disabilities
Top issues detected: 1 image missing alt text, 3 instances of insufficient color contrast on mobile (5 on desktop), and 6 heading elements out of sequential order. A Medium audit ($49) runs the full WCAG-aligned audit and names the top 3 specific fixes. ADA accessibility lawsuits against local businesses are rising every year — this is one of the highest-leverage protections you can put in place.
3 Quick Wins — This Week
1. Fix the Mobile Page Speed Crisis
Erie Home’s 23.8-second LCP on mobile is not a performance problem — it’s a broken website experience. Run eriehome.com through PageSpeed Insights, identify the top 3 render-blocking resources and uncompressed images, and fix them in priority order. Specifically: compress the hero images (the page serves multiple large placeholder SVGs and full-resolution images), defer non-critical JavaScript (Google Tag Manager, Osano cookie consent, and form scripts are loading before content renders), and evaluate server response time. Getting LCP under 4 seconds is the single highest-leverage change Erie can make for both user experience and Google ranking signals.
2. Add RoofingContractor Schema to the Homepage
Erie Home’s homepage currently uses HomeAndConstructionBusiness schema — a generic type. Switch it to RoofingContractor (a specialized LocalBusiness subtype at schema.org/RoofingContractor) with areaServed listing Toledo and surrounding cities, serviceType entries for metal roofing and asphalt shingle roofing, and priceRange if you’re comfortable publishing it. Roofing419 — a competitor with 17 reviews that outranks Erie on 21% of the map grid — already uses RoofingContractor with Service, FAQPage, AggregateRating, and Review schema. This is what Google reads to decide which roofers it surfaces in local vertical results, and the schema gap gives smaller competitors a structural advantage.
3. Claim Missing Directory Listings — Starting with Bing Places and Foursquare
Erie Home is missing from 13 of 20 directories checked, including Bing Places, Yellow Pages, Foursquare, and Zillow. These are free listings that take 5–10 minutes each to claim. Start with Bing Places (bing.com/biz) and Foursquare (business.foursquare.com) — both are high-authority directories that Google’s local algorithm uses to cross-verify your business entity. Ensure the NAP (name, address, phone) matches your GBP exactly on every listing: Erie Home, 3516 Granite Cir, Toledo, OH 43617. For Facebook, log in and verify the phone number is populated and matches — the current listing was flagged for a possible missing phone number, though Facebook’s data can be unreliable to scrape externally.
What a Full Audit Reveals
This free snapshot covers the top-line visibility picture. Deeper audits go significantly further — here’s what you’d get: Full 6-pillar AI Visibility (AISO) breakdown with pillar-by-pillar analysis (Medium shows the complete scorecard; Full adds a 5-competitor AISO benchmark table showing how Erie Home stacks up against each competitor on every AI readiness signal). Keyword gap analysis across “roofer Toledo,” “metal roofing Toledo,” and related search terms — including which competitors own each position and what it takes to displace them. On-page technical SEO audit with specific title tag rewrites, meta description improvements, and Core Web Vitals fix priorities for your 23.8s LCP. Schema markup deep audit showing exactly which structured data types to add and where. WCAG accessibility audit with a prioritized fix list and ADA-risk diagnostic. 90-day strategic roadmap with phased actions, SEO lift estimates per action, and dependency mapping. And a 12-month content calendar mapped to search intent — including blog topics, local landing pages, and FAQ content that builds topical authority in Toledo.
Want to Turn These Gaps Into Growth?
This snapshot only scratches the surface. Book a free strategy call with Jim at Evolve — we’ll walk through your numbers, answer your questions, and map out exactly what it takes to start winning in Toledo.
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Analysis prepared using live Google Maps data, geographic ranking grid scans, citation directory audits, SERP positioning data, and competitive research. Generated June 2026.