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, a 95-point geographic ranking scan, live search results for Toledo, page-speed testing, backlink data, roofing-authority directory checks, and AI-readiness probes run against eriehome.com.
Agency Audit Overview — Free Visibility Audit
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Core Visibility 66% On Track |
AI Visibility (AISO) 47% Needs Attention |
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Strategic Readiness 80% Strong Foundation |
Technical Maturity 76% Strong Foundation |
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Gaps Found 10 |
Critical Priority 5 |
Overall · On Track 66% 0.35·66 + 0.25·47 + 0.20·80 + 0.20·76 = 66 |
Erie Home is not a firm with a strategy problem. Strategic Readiness and Technical Maturity both land in the strongest band — you have 459 indexed pages, a genuinely deep metal-roofing content library, service-and-city landing pages, a financing path, a warranty page, a before/after gallery, and 1,558 referring domains pointing at eriehome.com. That is a mature marketing operation and most local roofers will never build one. The weakness is at the two ends where money is actually made locally: your Core Visibility on the Toledo map is middling for a company headquartered here, and your AI Visibility is the weakest of the four axes — your homepage tells Google and every AI assistant that you are a “GeneralContractor,” not a roofer. This report is about closing the distance between the strategy you’ve already built and the local results it should be producing.
Score Breakdown — Core Visibility
| Dimension | Score | What the Data Shows |
|---|---|---|
| Google Profile Strength | 10/14 | Claimed profile with 1,482 reviews — by far the largest review base of any roofer we scanned in Toledo — but the 4.4 rating sits below the 4.7 threshold that separates a strong profile from a merely large one. |
| Map Pack Visibility | 10/20 | Across 95 scanned grid points around Toledo you’re in the top 3 on 21% of them and in the top 10 on 51% — visible in about half the market, winning in a fifth of it. |
| Review Authority | 10/14 | You lead Salinas Roofing, Siding & Exteriors on volume (1,482 vs 545) but trail on rating (4.4 vs 4.9) — you win one dimension of the comparison and lose the other. |
| Competitive Position | 6/12 | You hold the #1 spot on 11% of the scanned grid — more #1 pins than any competitor we measured (Mills Siding and Roofing is next at 6 of 95 pins) — but 11% is a long way from owning the market you’re headquartered in. |
| Review Velocity | 10/10 | The newest review Google sampled on your Toledo profile landed on 2 August 2026 — 27 days before this scan. You are actively earning reviews right now, and that recency is your single strongest Core signal. |
Where You Rank Across Toledo
A live 11×11 grid scan of Google Maps ranking around your Granite Circle location. Each pin shows your position at that spot; the colour key is on the map.
Scanned for “roofers” · 11 grid
Open full interactive heatmap →
Ranking Breakdown — 95 pins scanned
10% rank #2–3
30% rank #4–10
16% rank #11–20
33% not in top 20
The striking number here is 33%. On a third of the 95 points we scanned around Toledo, Erie Home does not appear in the top 20 at all — for a company whose corporate headquarters is the pin at the centre of this map. Where you do show up, you show up well: you hold the top spot on 11% of the grid, more #1 pins than any competitor we measured, and you’re in the top 10 on 51%. That pattern — strong in a core, gone at the edges — is what a single well-optimised location record looks like when nothing else in the market is reinforcing it. Your average position across the grid is 11.5, with unranked pins scored as 20, so treat that as directional rather than exact. Nobody dominates this market: Mills Siding and Roofing takes #1 on 6 of 95 pins, Sunny Skies Roofing on 3, Salinas on 2. Toledo roofing is fragmented, and fragmented markets are the ones a company with 1,482 reviews and 1,558 referring domains should be taking, not splitting.
3 Critical Gaps
You’re absent from Google’s local list for the head term in your own headquarters city
We pulled Google’s expanded local results for the plain search “roofers” in Toledo. Twenty businesses are listed — Toledo City Roofing Experts, Frontline Roofing, Victors Home Solutions, Salgau Roofing, Holt Roofing, Integrity Home Exteriors, Sunny Skies, Salinas and thirteen others. Erie Home is not one of them. The same search returns thirteen organic results on page one, and eriehome.com is absent from those too; the page-one slots belong to Yelp, Angi, BBB, Reddit, and three regional roofers. You appear only inside other people’s listicles — Yelp’s “Top 10 Best Roofing near Toledo” and a Great Lakes Home Remodeling round-up both name Erie Home in their snippets.
Business impact: “Roofers” in Toledo averages 90 searches a month and peaked at 260 this past July, with top-of-page bids running $16.39 to $64.63 per click — you are currently paying nothing and getting nothing from a term where a single click costs a competitor up to $64.
Your mobile homepage takes 18.9 seconds to render its main content
Largest Contentful Paint on mobile measured 18,855 ms — Google’s threshold for a good experience is 2,500 ms. First Contentful Paint is 11,430 ms, meaning a phone visitor stares at a blank screen for over eleven seconds before anything appears at all. Total Blocking Time is 1,534 ms. Mobile Performance scores 27 out of 100; desktop is better but still fails, at 46 with a 3,127 ms LCP. Layout stability is fine on both (CLS 0.094 mobile, 0.025 desktop) — this is a load-weight problem, not a design problem.
Business impact: Most homeowners searching for a roofer are on a phone, and a page that takes nearly nineteen seconds to paint loses the majority of them before your $0-down asphalt offer or your free-estimate button has rendered — while simultaneously handing Google a page-experience signal that works against every ranking gain the rest of your site earns.
Your structured data calls you a “GeneralContractor” — a 42-review competitor marks itself up better than you do
Your homepage carries a single JSON-LD block declaring Organization, WebSite, WebPage and GeneralContractor. There is no LocalBusiness or RoofingContractor type, no Service type, no FAQPage, and no AggregateRating — despite a real FAQs page at /why-erie/faqs/ and 1,482 Google reviews. Mills Siding and Roofing, with 42 reviews, publishes RoofingContractor, LocalBusiness, Service, Offer, Certification, GeoCoordinates, OpeningHoursSpecification and BreadcrumbList. Veteran Roofing & Windows, with 94 reviews, publishes RoofingContractor with geo coordinates and opening hours.
Business impact: Schema is how Google and AI assistants confirm what category a business belongs to — two of the smallest operators on this grid are telling the machines “we are a roofing contractor in Toledo” in language the machines read natively, and your 459-page site is not.
Your Top 2 AI Visibility Gaps
ChatGPT, Gemini, Claude and Perplexity are becoming discovery tools for home services. The good news first: your robots.txt allows all four AI crawlers and you publish an llms.txt file — you are one of very few local contractors who have done that. Here’s where Erie Home is still invisible to them.
Content Freshness & Depth
1 / 3 — Needs Attention
None of the pages sampled on eriehome.com display a visible publish or last-updated date — the dated-page rate came back at 0%, and no most-recent publish date could be established anywhere on the site. The depth is genuinely there (459 indexed URLs, including dozens of substantive roofing posts), but the content carries no date a machine can read.
Business impact: When an AI assistant has to choose between two equally relevant roofing sources, it favours the one it can confirm is current — undated content is treated as content of unknown age, and unknown age loses to a competitor’s timestamped page.
Structured Data & Schema
2 / 7 — Needs Attention
The schema on your homepage establishes an Organization identity but no local-business entity, no roofing-contractor type, no service definitions, and no aggregate rating. Google’s results for “roofers” in Toledo currently surface four People-Also-Ask questions — including “How much should you pay a roofer?” and “How to tell if a roofer is lying?” — and your FAQs page carries no machine-readable markup to compete for any of them.
Business impact: AI systems recommending a Toledo roofer read structured data to decide who qualifies as a roofer at all — your site currently gives them an organization with a national mailing address rather than a roofing contractor serving a specific market.
Want the full 6-pillar AI Visibility breakdown? See what Medium and Full audits include →
Strategic Readiness — 80% (Strong Foundation)
Strategic Readiness asks whether the site has been built to meet buyers where they actually search — and Erie Home’s answer is yes, more comprehensively than almost any local roofer we audit. Your sitemap index returns 459 URLs. Transactional intent is served (/free-estimate, $0-down asphalt offers, a financing page, current specials). Local intent is served (/locations/roofing/toledo-oh/ plus city pages across your national footprint). Commercial-comparison intent is served better than most (a warranty page, a “Why Erie Home” hub, a design tool, and blog work like “How to choose a roofing contractor: credentials, quotes, red flags” and “Metal shingles vs. standing seam”). Topic depth on metal roofing in particular is exceptional — dozens of posts covering lifespan, installation, insulation, cleaning, colour matching, slope minimums and myth-busting. The two weaker dimensions are URL architecture and local build: your sitemap contains five duplicate-intent location pairs where /locations/basement-solutions/{city}/ and /locations/roofing/{city}/ compete for the same geography, and your Toledo location pages read as templated rather than locally specific — no named Toledo crew, no Toledo project proof, no local landmarks.
BIGGEST STRATEGIC GAP
No landing page built for the highest-intent local query you have — build /roofers-near-me-toledo/ (or fold that intent into a rewritten Toledo roofing page) with Toledo-specific project photos, the local crew, and the neighbourhoods you serve, so the term that drives 260 searches in a peak month has a page aimed at it.
Medium + Full audits dig into the 4 Strategic dimensions individually.
Technical Maturity — 76% (Strong Foundation)
Technical Maturity covers site speed, on-page SEO health, content architecture, positioning clarity, conversion paths, and off-page authority. Four of those six are in good shape. On-page SEO scores 92 on both mobile and desktop, with unique titles, a proper meta description and a canonical tag in place. Architecture is clean — two service verticals (Roofing Systems, Basement Solutions) each with material-level and location-level children reachable in one click from the main navigation. Positioning is clear and evidenced: founded 1976, over 400,000 homes remodelled, a limited lifetime warranty, and a credentials stack on the homepage that includes a BBB A+ Accredited seal, EPA Lead-Safe certification, an NAHB industry award, a Qualified Remodeler Top 500 badge and California licence #1157757. Conversion paths are strong — click-to-call on the 800 number in both header and footer, “Get My Free Estimate” repeated throughout, and a dedicated estimate form. Off-page authority is your quiet superpower: 1,558 referring domains and 8,800 backlinks, 7,103 of them dofollow, with a spam score of 8 — a link profile no independent Toledo roofer on this grid comes close to. The single dimension dragging this axis down is speed, covered in the gaps above.
BIGGEST TECHNICAL GAP
18.9-second mobile Largest Contentful Paint — audit the third-party script load on the homepage (tag manager, consent platform, chat widget, external form host all fire before content) and defer everything that isn’t required for first paint.
Medium + Full audits expand into Lighthouse + page-level on-page audit + content architecture + brand positioning.
Competitive Snapshot
| Business | Rating | Reviews | Pins in Top 20 (of 95) | #1 Pins |
|---|---|---|---|---|
| Erie Home (you) | 4.4 | 1,482 | ~64 | 10 |
| Salinas Roofing, Siding, & Exteriors | 4.9 | 545 | 76 | 2 |
| Veteran Roofing & Windows LLC | 5.0 | 94 | 59 | 2 |
| Sunny Skies Roofing | 5.0 | 253 | 58 | 3 |
Two things stand out. First, you win on presence and on top placements — you appear in more of the grid than Salinas and take five times as many #1 pins as they do. Second, you lose decisively on rating: 4.4 against a field of 4.9, 5.0 and 5.0. That half-star gap is what a homeowner sees first in the map pack, before they ever register that you have three times Salinas’s review count. Salinas is the exception that proves the point — they combine 545 reviews with a 4.9, and they cover 76 of 95 pins as a result.
Citation Breakdown
The general directory scan did not return data for this business on this run, so we can’t report a NAP-accuracy percentage across the standard citation set. What we did verify directly is below — and one finding from that check is a NAP issue in its own right: searching HomeAdvisor for Erie Home in Toledo returns three separate profile URLs for the same 43617 address, plus a fourth Erie Home profile in Tulsa, OK. Duplicate profiles split reviews, split trust, and give Google conflicting records for one business.
VERIFY WITH CLIENT
Your Google Business Profile for 3516 Granite Cir returned no phone number, and eriehome.com publishes only the national 800-998-8301 line. Every roofer in the Toledo local results shows a local (419) number. Is there a Toledo-specific line we should be listing, or is the 800 number the only intake route by design?
VERIFY WITH CLIENT
Is the Granite Circle profile intended as the Toledo branch record or as the corporate headquarters record? A profile carrying national review volume behaves differently in local ranking than a branch profile, and the answer changes the fix.
Roofing Authority Directory Presence
Generic citation directories matter for Google Maps trust. Roofing-specific authority directories — manufacturer certification ladders, the BBB, and the platforms where homeowners actively shop — matter for how Google ranks roofers in vertical results and for how homeowners separate established operators from the crews that appear after a hail event and leave the following season. We checked each of them directly:
Verification Summary — 3 of 6 roofing-authority directories list your firm
| Directory | Status | Why It Matters |
|---|---|---|
| BBB | PRESENT + DISPLAYED | Listed under Roofing Contractors in Toledo, and your homepage displays a BBB A+ Accredited Business seal linked to the profile. Trust signal homeowners reflexively check. |
| Angi | PRESENT | Dedicated Toledo review profile. Angi also holds position 4 in the organic results for “roofers” in Toledo — where you are absent, they are listing your competitors. |
| HomeAdvisor | PRESENT — DUPLICATED | Pre-screened pro network; leads route to top-rated profiles first. Three separate Toledo 43617 profiles exist, splitting your ratings and lead flow. |
| GAF Master Elite | NOT LISTED | Top-tier GAF installer designation; the Golden Pledge warranty is only available through this tier. Not in GAF’s contractor locator for Toledo, and no GAF badge on your site. |
| Owens Corning Platinum Preferred | NOT LISTED | Top tier of Owens Corning’s Roofing Contractor Network; required for their Platinum Protection Limited Warranty. Not in the locator, no badge displayed. |
| NRCA | NOT FOUND | National industry association — signals operating to professional standards and ongoing continuing education. No member listing surfaced. |
Read the two manufacturer rows in context rather than as failures. Erie Home’s headline product is its own proprietary steel roofing system — you aren’t selling a GAF or Owens Corning line as your primary offer, so absence from those locators is a positioning consequence, not neglect. But you do sell asphalt shingle roofs at /roofing/asphalt-shingle-roofs/, and that line carries no manufacturer tier badge at all. In a market where every competing roofer is trying to prove installation credentials, an unbranded asphalt offer is the weakest page in an otherwise strong credentials stack. The BBB row is the opposite — that’s done right, seal displayed and linked. One small housekeeping note: the seal on your homepage links to a legacy “erie-construction-mid-west-llc” profile URL, while the live BBB profile now resolves under “erie-home”; same business ID, but worth pointing the badge at the current URL. NRCA membership is the cheapest remaining credibility signal on this list.
Accessibility & ADA Readiness
90/100 mobile · 86/100 desktop — your site already passes most automated accessibility checks, which is a strong foundation. The named failures are narrow: one image missing an alt attribute, colour contrast on three mobile elements and five desktop elements, six headings out of sequential order, and ten desktop touch targets below the recommended size.
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. Replace “GeneralContractor” with RoofingContractor schema — and mark up the FAQs page you already have
Your homepage JSON-LD currently declares Organization, WebSite, WebPage and GeneralContractor. Swap GeneralContractor for RoofingContractor, add a LocalBusiness entity for the Toledo location with geo coordinates and opening hours, add Service entries for metal roofing, asphalt shingle roofing and basement waterproofing, and add AggregateRating. Then add FAQPage markup to /why-erie/faqs/. Google is currently surfacing four People-Also-Ask questions for “roofers” in Toledo — “How much should you pay a roofer?”, “How to tell if a roofer is lying?”, “What is the 25% rule for roofing?”, and “What does roofer mean?” — and marked-up FAQ answers are how you compete for those slots. This is a Rank Math site; most of this is configuration, not development.
2. Cut the mobile first-paint time — 11.4 seconds to first content is the ceiling on everything else
Four third-party scripts fire in the head of your homepage before your own content: Osano consent management, Google Tag Manager, the Blazeo chat host, and an external LeafFilter form host. Defer everything not required for first paint, self-host or preload the DM Sans and Poppins font files you’re already preloading three duplicate copies of, and serve the hero image at mobile dimensions. Target getting Largest Contentful Paint under 2.5 seconds. Desktop is at 3,127 ms and close — mobile at 18,855 ms is where the traffic is and where the loss is.
3. Consolidate the three duplicate HomeAdvisor Toledo profiles
Searching HomeAdvisor for Erie Home in Toledo 43617 returns three separate profile pages under the Erie Construction Mid-West legacy name. Contact HomeAdvisor support, identify which profile carries the most reviews, and request the other two be merged into it. The same applies on BBB, where a second “Erie Home Basement Solutions” profile exists alongside the main roofing-contractor profile — decide which one is canonical for Toledo. Duplicate profiles divide your review count across records, and review count is one of the few places you currently outclass every roofer on this grid.
What a Full Audit Reveals
This report scored all four axes but only showed you the two weakest AI Visibility pillars. A Medium audit opens the complete 6-pillar AI Search Optimization scorecard — structured data, content structure for AI citation, E-E-A-T signals, crawler permissions, freshness and conversational query readiness — each with its own strategic read and lift estimate; a Full audit adds a 6-pillar benchmark table comparing Erie Home against five named Toledo competitors, so you can see exactly which of them is building AI-search infrastructure while the rest wait. Beyond that, deeper tiers add a keyword gap analysis mapping which terms your competitors own and which are genuinely winnable, a page-level on-page SEO audit with rewritten title tags and meta descriptions for your top pages, a complete schema markup audit across your service and location templates, a WCAG-aligned accessibility audit with a prioritised fix list and severity labels, a 30/60/90-day strategic roadmap with dependency sequencing, and a twelve-month content calendar mapped to the four search intents — plus a specific blog topic library built for the Toledo market rather than the national one.
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Analysis prepared using live Google Maps data, a 95-point geographic ranking scan, live Toledo search results, page-speed and accessibility testing, backlink authority data, roofing-authority directory verification, and competitive research. Generated August 2026.
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