SEO Strategy For Roofers
If you have invested in SEO and are in need of taking your website to the next level, you’ve come to the right place. We’ve all seen websites that plateau and can’t seem to break through an invisible barrier. But I’m confident this SEO strategy will work for your roofing company.
In short, the SEO strategy for roofers will cover these areas.
Understand the competition
Start with the basics
Extra tools and methods
Understand The Competition
Let’s begin with looking at the whole picture, and find where we are amongst the competition. This will help us understand the need for an SEO strategy and why it's so extensive. It’s not enough to just build a website and leave it on the internet. There is work that needs to be done to make it perform in a way that brings you roofing leads.
When you search on the BBB for roofing companies in your area, you’ll see how many companies are out there competing for your customer on the internet. We did a search in just one city and found over 500 roofing companies.
Every Time someone searches the keyword, “Maryland roof replacement”, there are over 6M results. Not all of them are a perfect match to the user intent but I’m hoping you’re catching the picture. There are a lot of website pages out there and this is what SEO does, it helps you stand out, but it take a complete strategy, not just a few tricks.
I compared two roofing companies to each other to show the difference in internet presence. Able Roofing, which is a company that has done extensive SEO on their website and is in the top 100 roofing companies in the US. Compared to another company that has just started SEO.
The takeaway here is that more content, focused on more keywords, done in a strategic way, will result in more traffic and more leads.
Able Roofing is dominating their internet presence. They have created so much content focused on so many different keywords, that they are coming up on the first page of Google for thousands of keywords.
How Much SEO Do You Need
Your website is always in competition with other websites. Google is trying to figure out whose site to show your customer.
There are three determining factors that affect how you rank on Google compared to your competition. Those factors are, continent, algorithms and authority.
Content on website
Anything visual, audio or text are forms of content. The website with the most optimized, strategic content will win. As seen above.
For example, if you are the only one in your town creating youtube videos about your services, Google will be more likely to show your content.
Or if you are the only one in your city creating content focused on long-tail keywords, you will win. A long tail keyword could be, “how to find a leak on a bay window.”
Algorithm of search engines
Google constantly improves its algorithm that determines how the search engine works and shows results. We don’t have control over this but we need to adapt to it. Google changes on a daily basis. Occasionally its changes make a huge difference.
Additionally, the way people search and use Google changes. For example, it’s only in recent years that people started using the keyword, “near me”. Along with that, is the growing need for audio. Take for example, how many times we speak to our phone to search for things or places.
So as technology changes and people's behavior changes, our websites need to adjust to the needs of our customers.
Authority of your website
The more authority your site has, the more Google will show it in results. There are quite a few SEO strategies that improve your authority. But I want to focus on just one main factor.
Your website will gain authority when your content improves. You are the expert when it comes to roofing but often roofers forget to put that knowledge on the internet.
The same in depth information you would give a customer at the kitchen table is the same info you want to put on the website. And you want to do this for every service you provide.
If your roof replacement page only has a few hundred words, half of which are bragging about your company and one or two pictures. This will not be seen as being an authority on the subject of roof replacements.
The best SEO strategy to gain authority would be to write over 1,000 words on that page where you answer all the questions your customers have. And where you put multiple photos and videos to help your customer know and trust you.
Starting Your SEO Strategy
At the beginning you'll want to do research on your services and local competition. You’ll also want to take an audit of your website to know exactly what needs to be fixed and what could be improved on.
Start to research and audit your website with SEO tools for beginners.
There are many detailed SEO tactics you can implement on your site, such as improving the copy, heads, meta descriptions, getting backlinks and more. A good place to learn more about these would be at our Roofer SEO page where I cover a lot of those tactics.
For now, I want to focus on three general areas to start improving your SEO and after that we’ll look at a higher level of SEO strategy for roofers.
The best place to start is to add to your existing pages. Make sure you cover each of your services extensively. Optimize each existing page and build out the copy. Add photos and answer questions that your customer is asking about those services.
We see it all the time where roofers have hardly any content on their service pages. Think about all the conversations you have with a customer before, during and after a sale, and put this content on your pages.
Even when you have great content, if your website is slow it can have a significant impact on your site in a negative way. To figure out what is slowing down your website and what needs to be fixed, check out the free tool that google provides, PageSpeed Insights.
After you enter your company URL, it will show you a report like the one below. Along with a list of things to address.
For more info, check out our page that addresses how page speed affects SEO
How your customer interacts with your website can also affect how Google ranks you. Which is why you need your website to be user friendly.
A customer should know within seconds of landing on your page, who you are, what you do, where you work and how to contact you.
Take a look at the example below of a home page of a roofing company. There is a menu but it’s hidden. It says the word roofing but it doesn't say what type of roofing, commercial, residential, repair, flat, or slopped? There’s no number or quick way to contact them.
Compared to this example of Able roofing. They have all their services listed at the top, which clearly communicates what they do. And they have five ways for someone to contact them. They also have a location button.
Advanced SEO Tactics
Once you’ve updated and optimized your existing content on your website, it’s time to start building out new content. But with a proven SEO strategy for roofers that will build trust with your customers and search engines.
Topic clusters is a group of pages on your website that are all centered on one larger topic. Each page helps to expand on a specific topic. which benefits both the reader and search engines.
For example, your main service of Roof Replacements would be the center or main larger topic. The other groups of pages around that topic could be, how to pick a shingle, Owens Corning vs Tamko, The benefits of underlayment, metal roofing vs shingle roofing or what is a pipe collar.
Whatever your main services become your main topic. From there you build content and pages for all the supporting parts of that main topic. So just as the example above, you can do this for repairs, gutters, flat roofs, siding, etc.
Doing some research on roofing keywords can help you find the topics that have the most search queries. This can be a good place to start.
The first page, the main topic should be over a thousand words but the supporting cluster pages can be a minimum of 600. You may have noticed that this is the SEO strategy that I’m using on this page you’re currently reading.
Next you’ll want to use some SEO tools to find out what keywords your competitors are ranking for that you are not.
In the example below, I took three different local competitors to compare them to each other. In doing so I found that there were a lot of keywords that my customers' site was not ranking for. You’ll see at the top of the list was the keyword, “roof replacement”. This doesn’t mean that they didn’t have that word on their website. But rather their site wasn’t optimized for that word.
If your competition is ranking for those words that means you have a chance of ranking for them as well. If you see words on the list that you prefer to rank higher for, add them to a list of words to focus on and start building out your topic clusters.
An example of a long-tail keyword would be “how much does it cost to replace my roof” compared to a shorter keyword, “roof replacement cost” or “roof replacement”.
The shorter keywords are harder to rank for because there is so much content on the internet that is trying to rank number one for that word. But with the long tail keyword, there are less people creating content which means you have a better chance.
Long-tail keywords can also be very specific to your city, service or customer needs. For example, some parts of the country have queries around hurricane roof protection and others around snow collapsing a roof.
When you combine your city, service and unique aspects of your city, you can come up with some pretty clever keywords.
While the homepage of your site should rank for local searches that are geographically close to your office. Location pages are additional pages on your site that target other cities close to your office that you want leads from.
Google and users alike both want to see local results. So as you grow your company, a necessary SEO strategy for roofers is to expand your site with location pages.
Example of location pages could be the following:
Notice that both the city and the type of service were mentioned. Keep in mind though, that when you build these pages, you need to make sure that the content and copy on the pages are different. If they all are the same, google will ding your site.
Google Search Console
With all the work you are doing on your website, you need to make sure it is actually showing up in search results. You need to make sure that Google has indexed not only your home page but also the additional pages you have created.
Google search console will help you index your pages and monitor the performance of them along with search traffic. It will show you if something is not working on your pages so you can fix it. It will also give you reports on how many impressions you are getting, clicks and more.
This is an essential part of SEO strategy for roofers because without this, you could have made edits to your pages but they may not have shown up on google. You could build a whole topic cluster and it does not show up.
Google tries to find and index every website out there but since there are so many it might take a long time for them to find your site. So this will speed up the process.
Open Another Google My Business
This is only possible when you have a second brick and mortar location. But you could rent an office space and this would work. The advantage here is that it helps you show up in local results for that area. You’ll need to build reviews on this new GMB, so it might take awhile to rank the way you want to.
Everything mentioned above is more powerful than this, and I would highly recommend doing the other aspects first. But this is a great way to expand your organic reach for specific cities that you want leads from.
As always, be sure to use the Google My Business platform as much as possible. Fill out all the information, add pictures on a regular basis. Post updates and promotions and whatever else they let you do. Because Google likes it when you are on their page and it helps you show up in search results for the local maps.
Check our our page to learn more about Local Leads
Tracking Your SEO Strategy
Make sure all the improvements are working the way you need it to by tracking the right KPIs. When it comes to marketing there are so many different things to track and get distracted by. So I made this list of just a few of the most important KPIs to track.
In your Google Search Console you can track impressions. An Impression is every-time your website appears in a search result. It doesn’t mean you are at the top, it could be counting a time you appeared on page 50 of google. But it shows that you are on the map and that google is finding you. This is a good first step.
Tracking individual keywords can sometimes be misleading. You’ll see a word go up one week and drop down the next. So don’t get lost in all the smaller details. It’s ok to track specific keywords, just don’t let it become your sole indicator.
Look at keywords from the larger perspective. Does the overall number of keywords increase? If yes, then you’re heading in the right direction. You might be showing up on google for only 200 keywords, but 6 months after implementing your SEO strategy, you should see that number in crease.
This metric you will have to wait for but if you use Google Analytics, you can see how much traffic is coming to your site and measure it against the previous year.
Keep in mind that you’ll want to filter the Google Analytics results to show only organic traffic. That way you’re sure you’re looking at the results of your SEO work.
Last but not least, conversions. This is how many times someone calls you or fills out a form as a result of your SEO strategy. If you track lead sources closely you should be able to tell what leads came from SEO and what leads came from other marketing sources.
This can be difficult to track SEO leads, so a helpful tool could be CallRail which helps you track phone calls and form submissions. Google Analytics can also help you track form submissions.
If you’ve read this far I’m impressed. I hope you’ll check out our other resources on our site as you put together your SEO strategy for roofers. Don’t hesitate to reach out to us for a free audit of your SEO and website.