Roofing SEO

What is Roofing SEO?

How do people find roofing services nowadays? Step one, Google it. Step two, pick the first several roofing companies from the search engine. Step three, compare their prices, area of service, online reviews, and availability. Step four, hire the one that meets your criteria best.

As a business owner, you want your roofing website to be among the top companies your potential client found on Google or other search engines. An effective Roofing SEO Strategy can help you achieve this goal.

The main components of the Roofing SEO Strategy:

• Keyword Research
• On-Page SEO
• Technical SEO
• Off-Page SEO

You will also need to constantly track the performance of your SEO strategy using tools like Google Analytics, Ahrefs, Google Search Console, and SEMrush.

Importance of SEO for Roofing Companies

In our Roofing Marketing Strategies Guide, we discuss in detail the current state of the roofing industry in Canada.

In short, most roofing businesses are small or medium companies operating locally. Their clients are individual homeowners who need roof repair or renovation once in several decades. Only several roofing businesses participate in large long-term commercial projects.

That is why, most companies in the roofing industry heavily depend on a continuous influx of new clients. Unfortunately, the pandemic-related increase in clients went back down with the recession.

Today, more than ever, businesses need a good marketing strategy to survive and grow within the roofing industry.

Building and maintaining an online presence is essential for any roofing business that wants to get more clients. This can only be achieved through building an elaborate SEO strategy.

Creating and implementing such a strategy isn’t an easy feat. The recent research on user behaviour by Backlinko shows that users aren’t eager to go far past the top of Google SERP. This data supports other similar research done previously. Check out the infographic for more data:

This research demonstrates the necessity for roofing businesses to get to the top of Google search results and retain these positions.

Roofing SEO as Part of Marketing Strategy

We strongly suggest to plan your SEO efforts as part of a comprehensive digital marketing strategy. First, such an approach will enable you to reach out to your potential and existing clients across multiple channels increasing your chances to be noted.

Second, it will provide you with the knowledge about your ideal clients. Such knowledge will help you create content that meets the needs of your potential customers and give better conversion rates.

Third, strategies like SMM and PPC will strengthen your SEO process by providing backlinks and traffic to your website.

Learn more about roofer marketing strategies.

Benefits of Search Engine Optimization for Roofing Companies

Roofing SEO strategy has many advantages for your business especially if you compare it with traditional marketing efforts. Let’s take a quick look at it.

Cost-Effective

Traditional marketing like printed ads or radio/TV commercials can cost a fortune, especially for a small or medium business. Yet, the ROI of such strategies remain low.

The cost of roofing SEO services can vary depending on how the company does it. Usually, in-house teams cost more than hiring experienced marketing agencies. However, traditionally, the total cost of SEO services doesn’t exceed $8,000 per month.

Meanwhile, the ROI of a roofing SEO strategy is typically one of the highest among all the marketing strategies. The main reason is the quality of leads it attracts.

Attracting Quality Leads

Traditional marketing has little to no control over who gets to “consume” the advertising. It delivers the message to anyone who is within reach whether they are interested in roofing services or not.

For many people, banner ads and commercials have become a background “noise” that we’ve learned to turn off in our heads.

A custom SEO strategy enables you to focus exclusively on people searching for roofing services. Obviously some of these people will be simply researching the topic, but they’ll be a minority. Summing up, you will be majorly investing in the outreach focused on your potential clients.

Conversions

SEO strategies usually focus on driving traffic and positions. However, it also impacts the conversion in three ways. First, because you attract predominantly the leads searching for roofing services, they are more likely to order from your company.

Second, people feel more in control over their purchasing decisions when they Google for services rather than follow the advice from a commercial imposed on them by advertisers.

Third, high positions in Google SERP add credibility to a roofing business and indirectly impact conversions.

Long-Term Results

Reaching the desired results in the roofing SEO strategy can take some time. However, good optimised website with high positions on Google SERP for major keywords will continue bringing traffic and leads for a long period of time.

Most of the content you’ll produce will remain evergreen for years and will only need small tweaks to support high positions in SERP. Furthermore, the older your domain is, the more authoritative it will be in the eyes of search engines.

Measurable Goals & Results

One of the biggest advantages of SEO strategy is the ability to set quantifiable KPIs and goals and get quantifiable results.

For example, you can set a goal to get to the fifth position in Google search results for the “roofing services keyword” in 3 months. Alternatively, you want to increase your website traffic from 100 visitors to 1000 visitors per month.

Marketing Materials for Contracting Businesses

Do you want to learn more about marketing and SEO strategies for contracting businesses? Check out our series of guides for contractors:

• Roofing Marketing
• Contractor Marketing
• Contractor SEO
• Construction Marketing
• Construction SEO
• Landscaping Marketing
• Home Remodeling Marketing
• HVAC Marketing
• Plumbing Marketing

Keyword Research for Roofing SEO Strategy

The first step in building your roofing SEO strategy is identifying the keywords you want your website to rank for in search engines and properly placing them on your website. and pages will help you boost your roofing SEO.

Understanding Roofing SEO Keywords

When you are searching for particular information on the internet, you usually type one or several words. Sometimes, you can make a longer request, if, for example, you have a particular question in mind.

As most Internet users, you expect Google or other engines to search to find you the website with the necessary information.

Similarly, your potential clients are searching for your services online. As an owner of a roofing business, you want them to find your website in the first place.

Often prior to researching roofing contractors, people would try to learn as much as they can about the roof repair or other types of roofing services they might need. It’s best if it is your website that can educate people at this stage of this buyer journey.

That’s why you need to understand keyword research, how it works and how to make it work for you. Let’s start with the basics

Keyword Characteristics

SEO companies analyze every keyword using three main characteristics: volume, difficulty and intent. Let’s start with the screenshot below:

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It’s been taken in the SEMrush SEO tool. You can see the main keyword characteristics we listed above in the screenshot. Now let’s take a closer look at each of them.

Volume

The volume shows the number of searches the keyword gets per month. Let’s say you provide roof repair services. If you research the keyword in SEMrush, you can see that this keyword gets 2.9K searches monthly in Canada as shown in the screenshot below:

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The volume shows how much traffic you can get if yours is the only website showing on the search engine ranking page.

Obviously, you’re not the only roofing contractor in Canada, and you’ll have to compete with others for 2,900 potential customers monthly.

Also, you need to remember the statistics we provided you at the beginning of this guide. Only 9% of search engine users will get to the bottom of the first page.

It means you need to be at the very top, and that leads us to our next keyword characteristic:

Difficulty

Measured in percentage, difficulty denotes how hard it will be for you to get to the top of a search engine ranking page. Check out this keyword here:

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Despite a relatively small volume as compared to roof repair, this keyword is much more difficult. Roof repair keyword only required high-quality content to compete with other websites.

For the replacement, you’ll have to get 34 backlinks to get to the top of the search engine ranking page.

Intent

Last but not least, intent shows the intentions of a user looking for a specific keyword. There are three types of intent:

• Informational

People are looking for information about the keyword.

• Commercial

People are looking for various sellers online to compare their products or services.

• Transactional

People are going to make an action (a purchase or appointment booking).

In the screenshot below, you can see three ways to search for the same type of roofing services (eavestrough cleaning):

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All three variations of the keyword have different intent (C for commercial, T for Transactional, and I for informational).

Intent is necessary when you are creating a content plan. Reserve the keywords with Commercial and Transactional intents for your service pages and appointment booking pages. Leave keywords with informational intent for blog posts and non-converting types of pages.

Keep in mind, that you’ll need all types of keywords. Keywords with informational intent might seem to you as a waste of precious resources. However, they enable you to catch your potential clients early on their buyer journey and establish yourself as a true expert in roofing.

Types of Keywords

SEO and marketing agencies discern 2 main types of keywords: short-tail and long-tail.

Short-tail keywords

These types of keywords consist of one word or a phrase (2-3 words). Many of these keywords denote general things, and because of that, they have informational intent. It’s also harder to compete for these keywords.

For example, check out the keyword “roof.” It has 77% difficulty because it’s not only roofing contractors who are competing for it but also other players in the roofing industry, including the producers and retailers of roof materials:

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Short-tail keywords can be more specific and related to the types of services that your roofing business provides. For example, shingle repair with 40 searches per month and 54% difficulty:

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Long-tail keywords

Long-tail keywords are sentences (often questions). As a rule of thumb, they have lower volume and difficulty than short-tail keywords. However, it’s not always the case.

Their intent is predominantly informational. For example, check out the “how to replace roof shingles” long-tail keyword:

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Despite a small volume, it has quite a substantial difficulty which exceeds the difficulty of many short-tail keywords we’ve presented in this guide.

Why do you need long-tail keywords? First, these are the questions that your potential clients try to look for in search engines.

Second, it’s good for once not to think too much about the title, as you have a readily available title for your blog post or FAQ section.

Third, search engines analyze the clusters of related keywords. This way they determine the main themes of the website. The more content you create on a specific topic, the more relevant your website will seem to search engines to a certain topic.

Fourth, the auxiliary content pieces can all link back to the main page or a service page signalling Google its importance within your website. These links will boost the rankings of the service page on Google.

Finally, it’s the opportunity to catch your potential client early on in their buying journey. A substantial number of people are considering DIY roof repair.

However, once they begin to learn more about your line of work, they change their mind and decide to look for a professional roofing contractor.

Some people want to learn as much as they can about the correct ways to do roofing to be able to control the company providing them the services.

With this type of content readily available for your potential clients you can prove your expertise and professionalism. You will attract the attention and earn trust even before the client begins looking into different roofing businesses.

Focus Keyword

Focus keywords belong to a different type of keyword classification than short-tail and long-tail keywords. However, they are essential for a successful roofing SEO strategy.

A focus keyword is the central pillar of your content piece, be it a page or a blog post. You will optimise all your content for this particular keyword.

It means that you need this keyword to appear in metadata (e.g., meta descriptions), URL, alternative texts, etc. We discuss it in detail in the on-page SEO section of this guide.

Some tools enable you to analyze how well your content piece is optimized for a certain keyword. Check out the example of a focus keyphrase in the WordPress SEO plugin Yoast SEO:

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How to Find Roofing Keywords for Your SEO Strategy

One of the most frequent questions, our clients ask us is how to find keywords for their SEO strategy. There’s no one way to go about it.

We usually use a plethora of methods to ensure we cover as much ground as possible. So here’s how we do it:

Start with Your Roofing Business and Services

If you are a roofing company, state it loud and clear so that everyone can hear you. After all, it is a decent keyword with a substantial volume and commercial intent:

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Next, write down the list of services that your roofing business provides. Check out how we did it for our client. We asked them for the list of their services.

Next, we handpicked the keywords matching these services with the biggest volume, commercial intent and lower difficulty.

Then we created a service page for each of the services they provide optimising these pages for the chosen keywords.

In the screenshot below, you can see the full list of their services. Keep in mind that the actual pages might have different keywords than in the menu:

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Sometimes results can surprise you. For example, you would think that emergency roofing services would be quite popular. However, it has quite a low volume, so you need to think twice before investing any significant time into creating content.

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Use Keyword Research Tools

Keyword research tools are a must-have if you want to achieve results with your roofing SEO. These tools provide you with all the necessary information about the keyword. You might have already seen that all the screenshots containing roofing keywords are taken in SEMrush, a useful software for SEO professionals.

Unfortunately, Search Engine Optimization tools are quite expensive. Many of them have free trials or some sort of freemium version. However, the freemium doesn’t cover even half of the necessary features.

One of the ways to cut down the expenses on these solutions is to get professional SEO services from the agencies. A roofing marketing company has all the necessary software tools to plan and implement SEO strategies for its clients.

Check out this Keyword Gap functionality of SEMrush. You can compare the keywords of your roofing website with competitors, find the gaps, and create relevant content.

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Speaking of competition:

Check Out Your Competitors

Don’t try to invent the wheel, when you can simply copy it and it’s absolutely legal. Go to another roofing company’s website and study their content. Check the web pages and the blog posts they have. You’ll immediately see the gaps in your content.

Apart from keyword research, you can find great website ideas you like while researching the competitor roofing website. You can also spot things that aren’t user-friendly and make a mental note not to repeat your competitor’s mistakes.

Here’s an example:

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We love how the service area is marked on the map. However, the image the company used is of low quality. It would be much better to use actual Google maps with a layer over them.

Listen to your Clients

Client questions might seem odd and easy at times, but that’s because you are an expert. Try to list the questions that your clients ask. You can later check if any of those questions have potential for your roofing SEO.

For example, you are often asked about roofing materials and their properties. You can create a piece of content dedicated to it and include several sections answering your clients’ questions, for example:

• what are the most cost-effective roofing materials
• what are the eco-friendly roofing materials

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Remember to Include Local Keywords

We’ll be discussing local SEO strategies in a separate section in this guide. For now, it’s sufficient to say that you need to have keywords for local searches. It can bring you more high-quality leads and will generally boost your roofing SEO.

Local keywords usually contain the type of service you provide with the name of location. We suggest using keyword research tools to check the best keyword for a particular location. Check out the example in the screenshot below:

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Roofing Oshawa is a great keyword for building a page. It has substantial volume, low difficulty of 23%, and commercial intent. For example, check out the page for D’Angelo & Sons roofing company:

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Be Flexible and Creative

Think of keywords as Lego. You can attach them together and form more complex keywords. Let’s say you want to target several keywords like roofing company and metal roofing. You can combine these two together and get the keyword “metal roofing company.” Together you can get quite a good volume:

• Metal roofing – 5.4K
• Metal roofing company – 40
• Roofing company – 1.6K

One might ask why trying to target the keyword that only has 40 searches per month when you have the giants of 5.4K and 1.6K. The answer is quite simple, you want your content to contain as many relevant keywords as possible.

The search engine results for “metal roofing” are dominated by big stores like Home Depot and similar companies. Check out the SEMrush screenshot below with search results for Canada for this keyword:

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However, the search engine results for metal roofing company are mostly filled with roofing contractors:

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It can be very hard to compete for certain keywords. For example, the “roof repair” keyword mentioned above has 54% difficulty and requires 34 backlinks from other domains.

What you can do, is think about other ways to say roof repair, like roof restoration and roof renovation.

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Together they can give you a fair volume of 120 searches per month, while it will be very easy to get to the top of SERP with these keywords.

Keyword Research Summary

Keywords are a critical part of a roofing SEO campaign. They differ in volume, difficulty, and intent. Each content piece on your roofing website should contain one focus keyword and multiple supporting key phrases.

You can pick keywords for your website following your business logic, using SEO tools, and researching your competitors.

We suggest forming a list of keywords before proceeding with forming a content plan. Learn more about content creation in our roofing marketing guide.

On-Page SEO for Roofing Website

Google found approximately 792 million search results for the keyword roofing companies in less than a second. Quite impressive and excessive. You’ll never be able to read even a tiny fraction of it. How does Google know what search results are the most relevant?

How does Google discern between two websites that contain the same keywords? As the providers of SEO services, we can easily answer this question: on-page search engine optimization.

What is On-Page SEO?

Search engines have special programs (called robots or crawlers) that analyze web pages to determine what a certain page is about. Crawlers can’t read the way humans do. They simply count the number of times a certain word, phrase or sentence appears within the text.

This method was initially developed by Google creators to quickly analyze scientific papers and help researchers find necessary studies faster. They used the same principles to form Google search engine results.

Unfortunately (or fortunately), webmasters who were in charge of search engine optimization at the time, quickly learned to abuse the keyword count method. It started a long-term arms race between SEO specialists and Google and formed the ways websites appear today.

Today, Google does not rely exclusively on the number of keywords to form their organic search rankings. The crawlers check the related keywords and where they appear on the page, including headers, URLs, metadata, anchors, and images.

Placing focus and supporting keywords in these places is called on-page search engine optimization, and it must become a critical part of your roofing SEO efforts.

One of the main reasons, why crawlers check all these places for focus keyphrases is shady techniques used by some SEO specialists to trick Google and improve search results of pages that would otherwise have never been ranked high.

Content

If you want implement successful roofer SEO, your content should contain your focus keyword used at least once in the text (outside headers). However, there’s a recommended keyword density of 1%. It means that you need to use your focus keyword once per 100 words of text.

Let’s say, you want to write a 1,500 words text about “roofing companies” in your location. You’ll have to use the keyword “roofing companies” in your text 15 times.

We suggest using tools like Surfer SEO that can help you with keyword density and placement. Check out an example of the text created for a roofing business located in Grimsby:

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As you can see in the screenshot above, the tool suggests a list of keywords to use for a page built around a particular keyword. It also gives the range for keyword usage, e.g., the term “roofing contractor must appear 2-3 times within the text. If you use it more, the tool will alert you about it (e.g., a “commercial flat roof” was used 9 times exceeding the 4 times limit).

The tool also shows you the number of words, headings, paragraphs and images that search engines expect to see in the top search results.

Finally, it has a meter that shows how well your text is optimized against the competition. In this case, the average pages score 65 points while the best performers in search rankings have 70 points. The text as is already exceeds the best performers. That’s why you can leave it at 85 points and not put extra effort into getting to 100.

Headers

Search engines especially Google cherish user experience. You can write the most interesting and informative blog post about roofing contractors in the entire multiverse. However, if you do not structure it, nobody will read it and Google will punish you for it.

In the screenshot above, the text appears with no paragraphs and no headers. It’s a wall of text with no particular structure that people won’t read. Now, here’s another way to arrange your text on a service page:

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You can see how much easier it is to perceive text with headers and paragraphs. Headers not only differentiate in the way they appear on the page. Headers also have special code for the crawlers of search engines to understand that it’s a header. Here’s how it looks in WordPress:

There are several types of headers by their level:

• H1 is the first level header is the title of your page or blog post. There’s only one H1 per page.
• H2 is the second-level header, you can have as many of H2s as you want
• H3 is the third-level header.
• H4 is the fourth-level header.

There are also H5 and H6 but they are rarely used. It’s important that search engines see focus keywords in your headers. The general rule is to have your focus keyword in H1 and at least one H2. Check out the headers of the page dedicated to Roofing Mississauga in the screenshot below. You can see how this keyword is used in H1 and the first H2. The synonymical versions of this keyword also appear in other H2s and H3s:

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URLs

Search engine crawlers analyze URLs to understand the main theme of the page. The best practice is to make it short, sweet and to the point. Your URL should be easily readable by users and contain focus keyword.

For example, if you want to create a web page for a “roofing company Toronto” keyword, here’s how your URL should look like:

yourdomain.com/roofing-company-toronto

SEO Sandwich created a great table demonstrating bad URL examples:

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We’d like to include several more examples of poor URL choices for roofing company Toronto keyword:

• yourdomain.com/roofing-999
• yourdomain.com/roofingcompany-toronto
• yourdomain.com/roofing-companytoronto
• yourdomain.com/roofing-company-toronto-that-will-always-deliver-the-best-results-to-you-and-your-family-contact-us-now
• yourdomain.com/roofing-company-toronto-2024
• yourdomain.com/99997.html
• yourdomain.com/toronto

SEO Metadata

Search engines use SEO metadata (meta titles and meta descriptions) to create snippets in search results. Check out the result for Roofing Company Hamilton keyword:

Usually, you can write metadata in CMS or CMS SEO plugin. Check out the screenshot below featuring the respective Yoast functionality:

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Keep in mind, that Google limits the number of characters for both the meta title and meta description. Simultaneously, too few characters can negatively impact your position in search results. Luckily, most plugins have features that alert the users when they exceed this limit or their metadata is too short. They also make sure that you add keywords in both title and description.

Having the tools really helps you identify and fix inevitable human errors and improve your roofer SEO.

Images

To rank high in search results, you will also have to place keywords in alternative texts of your images. Check out the screenshot below:

The screenshot features a part of WordPress functionality for images. We took it from our Media Gallery. This is the image published in our marketing guide for roofing companies. In the right-side panel, you can see the alternative text for this image. It will help crawlers better understand what this image is about. It can also help the image appear in Google’s image search results.

Implementing an On-Page SEO

Adding keywords for on-page optimization falls on the content writer and whoever posts content on your website. A good Content Management System (e.g., WordPress) usually has some form of functionality to form headers, add alt text, and other metadata.

Check out this SEO Yoast plugin for WordPress that enables you to create custom URLs, meta titles, and meta descriptions:

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In addition to these functions, it also analyzes your text and indicates the mistakes. For example, if you haven’t included the key focus phrase in the introduction, it will alert you about it.

If you don’t use CMS, you can always check your on-page SEO using other tools. For example, this tool can show you metadata, headers, images and links:

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Technical SEO for Roofing Websites

We mentioned above that Google inspects websites not only in terms of content but also user experience. That’s why modern SEO for roofing companies is so hard to implement.

Many technical aspects require the continuous work of a webmaster and an SEO specialist. You’ll have to track a lot of stats at once and be in a constant state of readiness to fix the inevitable errors. That’s why we suggest hiring a professional roofer SEO company.

Technical SEO elements include:

• Website Navigation
• Pagination
• Breadcrumbs
• Indexing
• XML Sitemap
• HTTPS
• Duplicate Content Deletion
• Page Download Speed
• Optimization for Mobile Devices
• Robots TXT
• Schema Markup
• 404 Pages & Redirects

Website Navigation

Website navigation is the first element you’ll have to fix once you’ve begun your roofer SEO efforts. It’s a property of your website user experience that shows how easy or hard it is to get from one page to another. To improve the navigation we suggest you begin with architecture, and then after some time implement breadcrumbs & pagination.

Roofing Website Architecture

Website Architecture demonstrates how your pages are organized within your website. Once again, Google was created by scientists who expect all pieces of knowledge to be organized into hierarchical categories and smartly interlinked. It makes user navigation easy and understandable.

Another important issue that Google strives to fix is the so-called “orphan pages.” These are pages that are not linked to any other page on your website. Having them is considered a shady practice. That’s why you need to interlink them asap.

The infographic below shows good and bad website architecture for roofer SEO:

Breadcrumb Navigation

Breadcrumb navigation is necessary if your website has many levels of hierarchy. It’s not usually the case for a roofing business.

You’d rather see it in big online stores where you have a large category like building materials, then roofing materials, and then shingles. The good practice would be to demonstrate all these levels in one navigation panel that enables users to click on the links to quickly go from one level to another.

Check out the breadcrumbs navigation for a roofing blog:

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Pagination

Another good practice to implement in SEO for roofing companies is pagination. Essentially, when you have too many elements on a page, it’s best to divide it into many pages.

It doesn’t apply to a single content piece. For example, this guide is over 5K words long. However, we want it to download as a single page because that’s how we can get the most out of all the keywords it contains.

However, if you have a long list of blog posts (or products in the case of retailers), it’s best to display only several items on the page. The reason is to improve page speed download by reducing the number of elements. Also, too much information can scare people off.

Check out an example of the pagination of a roofing business website:

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Interlinking

Interlinking helps connect different pages of your website and provide seamless navigation to your visitors. There are two main types of links you can find on a website:

• Internal Links connect pages of your website
• External Links point to other websites

The main benefits of internal links:

• improved navigation
• shaping buyer journey
• boost to roofing SEO.

Indexing

Google doesn’t spot your new website page the moment you press publish. In fact, it takes some time for it to notice as millions of pages appear every day. You can speed up this process using Google Search Console, where you can request Google for indexation.

Alternatively, you might want to keep some of your website pages out of Google. You can do it by using your CMS or CMS plugins.

Informing Google which pages should be indexed and which should not is an essential Roofing SEO practice.

XML Sitemap

One more way to keep Google informed about your website pages is by creating an XML sitemap. It’s a file that contains the list of the pages you want to be indexed by Google.

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Some SEO specialists can create separate sitemaps for their blogs and their pages. The URL of a standard sitemap file will look like this:

• yourdomain.com/sitemap.xml

You can submit your sitemap via Google Search Console.

Duplicate Content

Duplicate content can harm your roofing SEO. When we talk about duplicate content, we usually mean similar pages. Duplicate content can occur for various reasons:

1. You have created and published 2 or more identical or similar pages by mistake.
2. You use the same content on different pages.
3. You created very similar blog posts (e.g., how to find the best roofing company and how to hire the best roofing business).

The biggest problem with duplicate content is that it starts to compete with itself on SERP while you want it to compete with other roofer companies.

Luckily, you have tools like SEMrush to help you with your SEO success, These tools easily find duplicate error content and alert you about it:

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Canonical Tags

Sometimes, you might want to keep several pages with the same content on your website. In this case, you can assign canonical tags to certain pages to inform Google that they take priority over the page it is currently crawling. You can do it with the help of CMS plugins.

Other Good SEO Practices

As mentioned before, SEO for roofing businesses requires a lot of effort. It’s hard to list all the must-have SEO practices.

• Page Download Speed
• Optimize for Mobile Devices
• Always Use HTTPS
• Create Robots TXT
• Use Schema Markup
• Do the Redirects for 404 Pages

Off-Page SEO For Roofing Companies

Off-page SEO strategies include local SEO, link-building, social marketing, brand development, Public Relations and more. These are strategies aimed at strengthening domain authority.

We discussed the SMM for roofing business in our guide to roofing marketing. In this guide, we’ll focus on link building.

Local SEO

As a roofing contractor, you want to reach out to people living within the area of your service. The best way to do it is for your website to appear in local search results. To achieve these goals you need to plan and implement a local SEO strategy.

Components of Local SEO Campaign

The two main components of local SEO campaigns are local keywords and Google Business Profile. We talked about the keywords in one of the previous sections. Let’s focus on the Google Business profile instead.

Google Business Profile is a free service from Google that enables you to register your business with Google and appear on Google Maps.

Benefits of Local Optimization for Roofing Companies

There are many reasons why you need to make local SEO part of your roofing SEO campaign.

1. Quality Leads

Similar to most roofing companies, you probably operate within a limited service area. Attracting clients outside that area would be a great waste of your time and roofer SEO efforts.

2. Local Search Rankings

Once you’ve created Google Business Profile your website will begin appearing in local searches and compete with local websites. It will give you an upper hand as competition in a particular area is always smaller than competition even within one country.

3. Google Maps

Local SEO for roofing companies enables you to put your business on Google Maps. This way, your potential clients will be able to find your firm much more easily. Many roofing clients use both Google Maps and the Google search engine to look for a local business.

4. Trust

When people are searching your company name, they will see your Google Business Profile card in the top of the search:

This can help boost the trust of your potential clients. There’s a well-established perception that Google won’t be featuring dangerous and scam businesses. This perception also works for businesses appearing on Google Maps.

Link Building

An essential part of SEO for roofing companies, link building is the process of getting links from other websites to increase your domain authority and bring more traffic. Links of this type are called backlinks or inbound links.

Link-building benefits include:

1. Increase domain authority
2. Drive more traffic
3. Improve lead generation

Remember that not all the backlinks are equally good. Shady websites often link to good websites of legitimate companies to improve their SEO. That’s why many SEO professionals include disavowing into their link-building strategies.

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Disavowing is the request to Google to remove backlinks to your website from other websites when you consider such links harmful to your SEO. Usually, such requests are submitted via Google Search Console.

Summary

Roofing SEO requires a lot of time and effort for a company. Not everyone is ready to invest time and effort into building an SEO team, tracking performance, tweaking strategy, and purchasing SEO tools like Google Analytics.

One of the best ways to make sure your roofer SEO is successful is to hire a professional SEO agency.

Are you ready for more traffic and more leads?

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