Roofing SEO: Strategies for Roofing Contractors
What is Roofing SEO?
SEO, or Search Engine Optimization, is the process of adjusting your website in multiple ways to ensure it shows up on the first page of Google. It involves aligning your website with the standards set by search engines, like Google or Bing. Merely having a website is not enough; if you want it to rank on Google, you'll need to optimize your website with roofing SEO.
SEO vs Paid ads and Maps
Performing roofing SEO on your website will cause your roofing company to show up at the top of the organic search results. This is different from the paid ads or maps section.
Below is a photo that shows how at the top, the first results will be paid ads, whether that's Google Local Services or PPC. Next, you have the maps section powered by your Google My Business page. And lastly, you have the organic results. In order for a contractor to show up in this location, they will need to follow the strategies we talk about here.
Local Leads From SEO
You can take your search engine optimization one step further and focus on specific cities around your local business. Local SEO is what enables your website to generate local roofing leads because you are essentially ensuring that search engines understand your location and service area.
There are specific ways to optimize your website with local SEO, but without these tactics, your potential customers could completely miss your site because it's too low in search results.
Why SEO is so Important to Roofing Companies
It is the goal of search engines to provide their users with the best search results possible. Therefore, every search engine requires you to adjust your website to the standards they set to even display it.
To emphasize the urgency of roofing SEO, let's examine some roofing companies that are already implementing roofing SEO strategy. We will also share some guidelines that Google sets in order for your website to show in search engine results pages.
Top SEO Roofing Companies in the United States.
Able Roofing is one of the largest residential roofing contractors in the US and has consistently been on the top 100 contractors list for the roofing industry. They are a great example of what a company can achieve with SEO.
This picture shows the amount of organic traffic they are getting to their site. It indicates that, on a monthly basis, they are receiving over 17,000 visits to their site.
This second photo illustrates the volume of keywords their website is ranking for—well over 13,000. However, notice how years ago, that number was quite low on the graph. Over time, it progressed, showcasing the investment they made in SEO. It's important to note that these reports only depict organic traffic, not paid.
Feazel is also among the top 100 roofing contractors, and upon closer inspection of their website, it becomes evident that they have invested in both on-page SEO and off-page SEO. Not only do they attract over 4,000 monthly website visits and rank for over 3,000 keywords, but they also boast well over 4,000 backlinks. This achievement is significant in the realm of roofing SEO strategy, which no doubt plays a role in their success in the roofing industry.
Google Resources For SEO
Not only has Google set the standard for its requirements, but it has also provided a large amount of resources to help website owners learn how to work with their search engine. Google aims for websites to reach the top of its search engine results pages to ensure the delivery of the best websites for users.
Here is a video that Google has on its YouTube channel to help business owners navigate the process of getting started with SEO.
Additionally, if you would like to hear directly from Google's website on whether or not you need SEO, this website would be a great resource. They also have loads of information about all things SEO.
6 SEO Strategies You Must Implement
The strategies listed below come directly from Google themselves, along with years of experience in the roofing industry, learning what will make local SEO work. So if you want to rank in Google search results, this is the place for you.
Let's dive into the nitty-gritty of roofing SEO, covering the most common topics like keywords to the more technical aspects like website speed. There are many facets to SEO, some of which you might be able to start implementing right away, but others will require a more in-depth knowledge of how Google search results works.
The first part is probably obvious: you want to find all the keywords related to your roofing services, specifically the keywords that have the highest search volume. However, you don't want to stop there with your keyword research. Look for phrases and questions that are related to your services. For example, you'll want to find keywords about roof repair that include each type of roof repair, whether it's a flat roof, sloped, shingle, or slate.
To find these keywords, you can use tools like Google's Keyword Planner, which is free. Alternatively, you can purchase more advanced software such as SEMrush, which offers a plethora of features to assist you in your research.
Once you have a list of relevant keywords, start with your main services and then work your way through the list. This is where blogging becomes key; it enables you to target all the questions and long-tail keywords related to your roofing services.
Next, you'll want to start writing content on your website to describe your services and elaborate on all those keywords you found. It's crucial to note here that you don't want to "word vomit" or stuff your content with all your keyword research. Rather ensure that you write for the end user, the homeowner who is reading your content.
Include photos and videos as much as possible, making your content interactive so that people stay on your site. Write content that you would want to read—something helpful and educational. Take the tough questions about roofing and put them on your roofing website, then provide comprehensive answers.
On-page optimization extends beyond relevant keywords and content, encompassing specific strategies to structure your content—whether images or copy—effectively communicating the main focus of the page to Google. Each individual page on your site requires a meta title and meta description, serving as concise snippets visible in search results that clarify the page's purpose.
Next, you'll want to use the appropriate order and number of header tags (H1, H2, H3, etc.). Every page should only have one H1, and be sure to use the keyword in that heading. However, the rest of the page should be broken up into the others. This helps Google crawl your website and understand what it's about. For every photo you put on your website, you'll need to fill out the image alt tags, which, again, will tell search engines what they are looking at.
This is where things can get difficult; you'll probably need a deeper understanding of websites and development to address some of these aspects. The speed of your website is one of the most important things that can affect your site showing up in results. Many factors can slow your website down, but thankfully, there are free tools out there, like Google's Page Speed Insights, that will show you how it's performing and what needs to be fixed.
You'll also want to make sure your website is mobile-friendly, meaning that when someone is on their phone, it's easy to navigate the pages of your site. Mobile usage is going to account for half of all the traffic to your website, so it is extremely important to have a fast and user-friendly mobile site.
When you write content and create pages on your site, think of it in the context of clustering topics together. In the center, you will have your main service, like roof replacement, but surrounding that, you'll want to create new pages about all the individual aspects of roof replacements. So you'll have your main service page, but then all your supporting pages that expound on that service. You can go as granular as talking about underlayment or comparing shingles. Be sure to link these pages together so they also point to each other. This will make it easier for users and search engines to crawl your site.
This is the process of getting other websites to have a link back to your web page. It's a powerful way to communicate to search engines that your website is an authority on the subject. When another strong website has a link pointing to your site, it's like that site is voting for you, stating you are trustworthy; search engines love this.
The process of obtaining backlinks can be challenging and time-consuming, often overlooked. However, it is highly profitable, and every website requires it. Sometimes, websites will request you, as an expert, to create content for them, and in return, they will provide a link back to your site. Alternatively, if they recognize you as an authority on the subject, they may spontaneously offer a link.
Backlinks and citations are two different things. A citation is a business listing, similar to your Google Business profile, but on less common sites. These listings are important to be on because they provide another way to communicate to search engines that your business is legitimate.
Measuring The SEO Service Done To Your Website
Once you've started implementing these target keywords, blog posts and link building strategies, it's time to start measuring the success of your work. It's important to know what pages are working and which ones need more adjustments.
Tools For Tracking SEO and Website Performance
Both free and paid tools are available for tracking the work you do on your roofing business website. A free tool, such as Google Analytics, will tell you when traffic has increased on your website, what pages they land on, whether they came from an ad, social media, or Google Maps.
Other tools like SEMrush will go deeper into giving you insight into the backlinks on your site, any technical SEO that needs to be fixed, broken links you might have, and so much more. All of these tools are important in monitoring the development of your web page.
DIY vs Agency: Do You Need Help?
Hiring an agency to improve your search engine optimization will be the fastest way to grow. Having to manage all of your local SEO on your own would require learning everything mentioned in this article and more. It's a lot to implement all at once and requires a large variety of skillsets, and it can be very time-consuming.
If you endeavor to do it yourself, we recommend having your SEO audited occasionally by an outside source, so you have an extra set of eyes to evaluate and give you feedback. This can be a good idea even if you have an agency managing it already; that way, you can get another perspective on the work that is being done. Because it is possible to attempt local SEO and, in turn, cause damage to your site by mistakenly implementing the wrong tactics.
Try Our Free SEO Audit
Whether you are starting to implement local SEO or just want an idea of how your web page is performing, we will give you a free SEO audit. In this audit, we will show you how your website is performing on search engines, Google Maps, and local searches.
The audit will include:
Your website's performance
Opportunities to improve
Errors and warnings
Keywords you rank for
Your position on Google
Why Choose Su Vista?
At Su Vista, we offer a distinctive advantage setting us apart from other marketing agencies, attributed to our extensive background in the roofing industry. With our founder's comprehensive career spanning from a repair technician to sales, and leadership in running a successful roofing company, we bring unparalleled expertise to the table. Throughout this journey, our founder effectively orchestrated the marketing strategies for the roofing company.
Our hands-on familiarity with roofing, coupled with years of marketing proficiency, forms a robust foundation of knowledge and insights. Elevate your marketing endeavors and achieve the leads you desire by reaching out to us today.
Commonly Asked Questions
Explore key insights and answers in frequently asked questions, addressing common queries and shedding light on various aspects of roofing SEO, marketing, and more.
Do I Actually Need Roofing SEO?
If you're seeking a low cost-per-lead, high-quality leads, and aiming to minimize ad spending, then this is the optimal choice. Roofing SEO allows you to secure quality roofing leads directly from your web page, exclusive to your business and not shared with other roofers. It's the sole method to ensure your website appears on search engines. Many major roofing companies are already implementing this strategy as it offers a strategic approach to visibility for the specific services you provide.
How long does it take to get results from SEO?
Most often, you will begin to see results within six months of starting, but the timeline depends on your investment. The more content you create, the faster your web traffic will grow. The initial signs of progress include an increase in website impressions and the expansion of keywords you rank for. This indicates that your on-page SEO efforts are taking effect, and search engines are indexing your content.
How much does roofer SEO cost?
Prices can vary depending on how aggressive you want to be, but generally, the recommended starting point would be a $1,500 per month package. We do offer smaller packages if you want to ease into it or opt for a more aggressive approach.
How Do I Show Up On Google In Specific Cities
If you want your roofing business to appear in new cities or become more prominent in the existing cities you service, SEO can help with these local searches. You'll need to ensure that the city names are strategically used in your content, primarily with location pages dedicated to each city. There are also tactics you can implement with your Google Business profile, citations, and more.
What are other ways to get roofing leads?
Apart from SEO, various other strategies can generate roofing leads. Exploring social media platforms, utilizing pay-per-click advertising, participating in community events, and fostering relationships with local property managers are effective methods to attract potential roofing clients.
Transform Your Marketing with Su Vista
With years of experience both on the roof and in marketing, our team at Su Vista is ready to help take your roofing company to the next level. We bring industry insights from across the US, all geared towards helping roofing companies succeed and grow.
Whether you need assistance with your website, advertising, SEO, or simply want information on marketing, we are here to help. Our passion is to support small businesses in America to thrive. Contact us today for a free audit of your marketing and to gain more leads.
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