If you are a roofing contractor, you know that your industry is extremely competitive. Other contractors want the same customers you do, and it can be difficult to make sure those potential customers choose your roofing company.
One of the most effective techniques for standing out from the competition and attracting customers is search engine optimization (SEO).
It's not enough to have a roofing website. Go to Google and search for "roofing companies city, state" or "roofers city, state." If you don't see your roofing company website listed in the top three entries, you're losing customers to your competitors.
This SEO strategy allows your roofing website to rank high in search results for relevant keywords, allowing you to drive qualified traffic to your website.
To learn more about SEO for roofing companies, keep reading.
Table of Contents
{tocify} $title={Custom Titles}
What Is Roofing SEO?
SEO for roofing is the process of improving your website and its online reputation so that it ranks well in search engine results pages (SERPs) for keywords related to your roofing services. The higher you rank, the more likely you are to attract visitors and customers to your website.
When it comes to roofing websites, this means that your website needs to be optimized so that you show up when a highly interested user performs a search relevant to your roofing business.
For example, a user types one of the following terms into Google: "best roofing company", "cheap roofing company", "roofing contractor near me", etc.
If you have hired a roofing SEO agency to optimize your website so that you are the first business to show up on Google when someone searches for any of the terms above, you will probably see a lot of new roofing leads and generate a lot of new roofing sales because of it.
Why Do I Need SEO for My Roofing Company?
Undertaking an SEO campaign for your roofing business can be one of the best business decisions you ever make. This is because, if successful, your roofing website could potentially be in front of hundreds or even thousands of very interested customers every month.
This is because each term searched in Google has a certain "search volume" each month. So a term like "storm damage repair roofing company" can generate 140 searches per month. And a term like "repair roofing" might generate 720 searches per month. Or a term like "best roofing company" could generate 580 searches per month.
As you can see, the search volume is growing rapidly. It can reach a few thousand searches pretty quickly.
And if that's the case, will your website be there for those searchers to discover?
How Will Roofing SEO Benefit Me?
Roofing SEO can help you reach the customers you want where they are already looking - online. About 90 percent of customers use the Internet to find local service providers, so if you want to reach them, that's where you should focus your SEO and marketing efforts.
With the right SEO strategy, you'll bring prospects to your roofing website who are ready to become customers. SEO closes 8.5 times more leads than traditional forms of marketing. So, for every customer that traditional marketing brings you, SEO will get you almost nine, which makes roofing SEO indispensable.
4 Steps To Boost SEO for Your Roofing Company
Roofer SEO marketing offers a wide range of benefits to your business, but it is important to recognize that it is an ongoing process with many different elements. A roofing contractor SEO campaign involves a set of techniques to ensure that your roofing website appears at the top of search engine results, allowing it to get many more clicks and, therefore, more conversions.
Start with your roofer SEO marketing by following these steps:
1. Keyword Research
Keyword research is a very important element of the SEO process. It allows you to identify the keywords that have the most potential to generate valuable leads, as well as connect with your target audience. In the roofing industry, there are tons of keywords to target.
Optimize your research with keyword research tools, such as KeywordsFX or keywordtool.io - both provide valuable data on keywords, from their search volume to their competition to their cost per click (CPC).
While you won't be bidding on these keywords, as with pay-per-click (PPC) advertising, it's useful to know the monetary value of these keywords. This allows your team - or your SEO agency - to determine if these keywords are worth the time and effort to target.
Here are some examples of roofing SEO keywords to target in your campaign:
“black roof shingles pros cons”
“synthetic slate roofing cost”
“roofing companies harrisburg pa”
“rubber roofing contractors near me”
The keywords in the above list target different intentions. The first two focus on users looking for roofing options, while the last two target users looking for a roofing contractor. To maximize your SEO roofing company's success, focus on roofing SEO keywords that target each stage of the buying funnel.
2. On-Page Optimization
On-page optimization is about the content of your individual pages as well as the source code of each page.
When you have an optimized page, your content is unique and contains targeted keywords. But on-page optimization goes beyond your content and keywords. It also focuses on the user experience (UX) of your roofing website.
For example, to provide the best user experience for every member of your target audience, you want a website that supports all users. This means that people browsing your website on their tablet or mobile device have the same experience as users on a desktop computer.
In short, you want a mobile-friendly website when you plan to market a roofing business.
You also want a fast roofing website, which is why page speed optimization is another focus of SEO for roofing companies. Without a mobile-friendly website, you risk losing a significant amount of business, as 50% of users are less likely to hire a company with a poor mobile website.
Another important factor is making sure your website is accessible to crawlers. If your site can't be crawled, it won't appear in Google search results, making it nearly impossible for users to find your pages.
With excellent on-page optimization, you have a better chance of ranking higher in Google search results.
3. High-Quality Content
Since content is capable of doubling your website conversion rates, it is an essential part of a competitive roofing SEO strategy. Plus, it gives your business the opportunity to share knowledge with users, which can encourage them to convert later.
By incorporating content marketing into your SEO strategy, you can provide potential customers with a wide range of content that makes their buying decision easier. For example, you can publish blog posts that answer common questions about a specific type of roofing, such as steel.
Another example is a blog post about the different types of roofing and the advantages and disadvantages of each. You can also write an online guide that explores the different timelines for various roofing jobs, as well as the costs of these projects.
When you provide this type of transparent - and free - information, customers respond. In fact, 75% of users prefer to learn about a company through non-promotional articles rather than advertisements. This can lead to more leads, as well as more trust from your target audience.
This also gives you the opportunity to target keywords outside of your services. This allows your business to reach consumers at all levels of the buying funnel, from those looking for roofing options to those looking for a trusted contractor near them.
4. SEO Link Building
Building links to your roofing company website is essential to showing search engines that your website is worth recommending to their users. The more links you acquire from other high-authority websites, the more confidence search engines will have in the quality of your site.
This, however, is where many companies resort to black-hat practices.
Whether you're leading your roofing company's SEO initiatives or outsourcing them to an SEO company, you need to avoid illegal practices, such as buying links. Instead, you should focus on creating shareable, high-quality, original content.
Publish this type of content, and share it with influencers in your industry, and it will naturally attract links. These links are "upvotes," which tell search engines that the website in question trusts your content and is considered valuable to users.
For search engines, the quality of these links matters more than the quantity.
When writing content for your roofer marketing strategy, it's also important to link to other credible websites to provide additional information on topics you don't cover in detail. For example, you can link to a website that has an interesting statistic about the number of stucco roofs.
However, make sure the websites you link to are credible. By linking to these websites, you are showing your visitors and search engines that you trust them. If you link to sites with unreliable or false information, it can hurt the credibility of your own website.
How To Measure SEO Success For Your Roofing Company
If you're considering developing an SEO strategy for your roofing business, it's essential to determine how you're going to measure the success of your campaign. It's also important to set goals for what you want to achieve, whether it's more purchases, more email sign-ups, or more leads.
However, try to stay away from vanity metrics, like increased traffic. They may provide numbers you like, but they rarely lead to the results you want. If you're outsourcing your SEO, keep this in mind, as the less successful agencies will focus on these metrics.
In addition to determining the goals of your roofer SEO campaign, you should also choose a reputable platform for tracking the performance of your SEO campaign. While Google Analytics is a trusted platform, it is often helpful to use another platform in coordination with it.
MarketingCloudFX, for example, is a leading platform in the ROI tracking industry. It provides insight into the leads generated by your roofing company's SEO strategy by tracking the calls generated by your web pages. In addition, it offers advice on potential keywords for your roofing website.
When evaluating your roofing company's SEO efforts, remember that SEO is a long-term strategy. Unlike PPC, it doesn't provide immediate results - it takes some time to see a significant return. That's why you want to give your campaign some time before you evaluate it.
How Long Does Roofing SEO Take?
This is a very variable question. There are many, many factors that affect how quickly a roofing website will rank for a particular roofing keyword. However, most of these factors can be boiled down to the two variables listed below.
Level of Competition
The level of competition in your city and in the keywords you want to rank for will affect how quickly you can rank your roofing business on Google.
If you are in an extremely competitive city like New York, it could take much longer to rank your website than if you were trying to rank in a small town in a rural area.
The same goes for keywords. If you're trying to rank for a term like "roofing", it will take you much, much longer than trying to rank for a long-tail keyword like "new roof sheathing over old".
Current Website Metrics
Remember how we said that the longer you work on your roofing SEO campaign, the more keywords you will get over time? That's because, with SEO, you're trying to strengthen your website metrics.
This includes your domain authority, a number of quality backlinks to your roof website, visit time, etc. If you start with poor metrics, it will take time to rank as you improve these metrics. But if you start with a good foundation, you will be able to rank much faster.
All things being equal, the general feeling in the roofing industry is that it will take about 6-12 months to rank well for your target roofing keywords.
