Réparation Toiture Montréal · Roof repair · SEO · 2026
How Réparation Toiture Montréal doubled its organic sessions — and what we retracted
Organic sessions went from 523 to 1,367 on matched months, and 3,111 across the full year. A second metric we had originally planned to feature did not survive re-verification, so it is not on this page.
2.6×
organic sessions
523 → 1,367 on matched months
The results, up top — every number is in the strip below
2.6×
organic sessions
523 → 1,367 matched months
3,111
sessions in the full year
twelve months to Jul 2026
1
metric retracted
impressions were down 23%; we say so
12 mo
measurement window
matched month against month
1
channel
organic search
01 — The challenge
A crowded repair trade and a mixed set of signals.
Réparation Toiture Montréal serves roof-repair demand across Montreal — urgent, weather-driven and heavily contested by contractors and lead aggregators alike.
The site's organic performance turned out to be genuinely mixed. Session growth is real and substantial. Search-console impressions over the same matched months are down 23%, which almost certainly reflects a narrowing of visibility to more relevant queries, but we cannot prove that, so we neither claim it as a win nor hide it.
“Every agency I have dealt with sends a report where everything is green. I would rather know which number is actually working.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
He gets that here. Sessions grew; search impressions did not, and we say so on the page rather than in a footnote. A case study that only reports the metric that went up is an advertisement.
02 — Our approach
Fewer, better-targeted pages for a weather-driven trade.
Work concentrated on the searches that indicate an actual repair job rather than general roofing interest — leaks, storm damage, specific materials, urgency language — and on making those pages genuinely better than the aggregator listings competing for them.
Technical and on-page fundamentals were brought up to standard: structure, titles, headings, local markup and mobile speed, since a repair search made from a phone in bad weather has no patience at all.
Measurement was then held to a stricter standard than the reporting had used before. Matched-window comparison only, both GA4 and search-console read side by side, and any metric that disagreed with the story was investigated rather than dropped — which is how the impressions decline was found in the first place.
03 — What we did
Repair-intent focus, fundamentals, stricter measurement.
Including the part where the measurement contradicted the pitch.
Repair-intent focus
Targeted jobs, not roofing interest
Leaks, storm damage, specific materials and urgency language — the searches that indicate someone with a problem and a budget, rather than someone reading about roofs.
Drop keyword coverage view
Fundamentals
Fast pages for a phone in bad weather
Structure, titles, headings, local markup and mobile speed. A repair search made in a storm has no patience for a slow page.
Drop technical audit summary
Stricter measurement
Read GA4 and Search Console against each other
Matched windows only, both sources side by side, and any metric that disagreed with the narrative investigated instead of dropped. That is how the impressions decline surfaced.
Drop sessions vs impressions chart
Published the contradiction
Reported the metric that went the wrong way
Sessions grew; impressions fell 23% on the same window. Both are on this page. A case study that reports only the good half is an advertisement, not evidence.
Drop full metrics table
The stack we ran it on
GA4
Analytics
Google Search Console
SEO
Ahrefs
SEO
Screaming Frog
SEO
WordPress
CMS
Google Business Profile
Local
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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