Challenge: Nowhere on the Map
Brian Roselli, owner of the Roselli Agency, an Allstate home and auto insurance provider in Kennett Square, faced a frustrating challenge.
Despite his team’s dedication to excellent service, his agency was virtually invisible online.
A quick search for “car insurance Kennett Square” painted a stark picture: Roselli Agency didn’t rank on the first page of results.
Worse, it wasn’t even in the coveted Google map pack, where local customers often make their choices.
Competing agencies, including my personal Erie agent, dominated the results, leaving Brian’s business out of sight and out of mind.
Roselli Agency was losing opportunities to competitors who appeared more credible simply because they were easier to find.
Brian reached out to Bright Orange Thread and connected with me, our company’s lead strategist, with a simple question: How do I fix this?
Solution: Focusing on Reviews
After discussing the challenges with Brian, I shared one clear, actionable recommendation: “Get more reviews.”
Reviews are a cornerstone of local SEO, especially for businesses like Brian’s that rely on trust and community reputation.
More reviews would help boost the agency’s credibility in Google’s eyes and improve its chances of ranking in the map pack.
Brian took this advice and ran with it.
Instead of hiring an agency to execute the plan, he empowered his team to launch their own initiative.
They crafted a simple email campaign, reaching out to existing clients and inviting them to share their feedback online.
Impact: From Invisible to Number Three
By leveraging their relationships and tapping into the goodwill of satisfied clients, the Roselli Agency grew their review count dramatically—from fewer than 30 to a total of 102, which caught Google’s attention.
Within 9 months, the Roselli Agency climbed to the number three spot for “car insurance Kennett Square” in the Google map pack and has stayed there for years—a remarkable transformation for a business that previously didn’t appear at all.
What’s more impressive?
This was achieved without a hefty investment in professional SEO services.
The top-ranking competitor continues to pay hundreds of dollars monthly for ongoing SEO efforts.
Brian’s DIY review campaign, on the other hand, cost next to nothing but delivered outsized results.