At Roofing Webmasters, we create and optimize websites for local roofing companies throughout the United States. Most roofing contractors come to us with an existing website that does not generate any leads and not ranking well on Google SERPs. When evaluating their websites, a common thread links each of them; simple SEO mistakes. The five most simple SEO mistakes for roofers are:
5 Simple SEO Mistakes for Roofers
1) No URL Hierarchy
Too many websites fail to develop a URL hierarchy before they launch their website. As a result, their content is disorganized and tough for users to follow. When we create our websites for roofing contractors, we always develop a pre-planned hierarchy that consists of the following qualities:
Main Pages: Your Home page, About Us page, and Contact us page
Parent Pages: Your top-level service pages
Child Pages: Your subcategories of service pages
Internal Blogs: Your blog posts
Developing a URL hierarchy ensures that users can easily navigate your website in a cognitively reasonable way. It also helps you later on when you create your internal link structure, as pages will lead to and from each other in places of context relevance. Remember, don’t start adding content to your website until you have planned and agreed upon site structure.
2) No Image Optimization
There could not be a more simple SEO factor than filling out image ALT text. The task is so easy to complete that it’s frustrating to see so many websites fail to utilize it. With that said, the lack of attention to detail from other websites creates an opportunity for yours. Optimize your images in the following ways:
- File Name: Before uploading your photo to the site, rename the file to a relevant name like residential-roofing-services.jpg
- Title: Name your image the same as your file name — eliminate the dashes, i.e., “Residential Roofing Services.”
- Alt-Text: The Alt texts exist for visually impaired people to understand what the image is; therefore, your ALT text should describe the image
- Description: The description exists for when people use Google image search and scroll through the results
It’s hard to overstate how simple image optimization is. With a small amount of effort, roofing contractors can improve the ranking value of their website. That will lead to increased customer leads and more business for your roofing company.
3) No Meta Description
Like image optimization, meta descriptions, or so simple to fill out, it’s perplexing why they are so often left blank. Meta descriptions are the text lines that appear under your search results on Google, Bing, and other search engines. If left blank, they will default as text pulled from your first paragraph of content. Optimized meta descriptions should include:
- 160 Characters: Meta descriptions should fit within the 160 character limit, or they will cut off on SERPs
- Call to Action: Market to search engine users before they even reach your site, by placing a call to action within the meta description
- Engaging Keywords: Meta descriptions are a preview of your content, so the goal is to entice users to click the link by engaging them
Meta descriptions should fall somewhere in the range of 150 and 160 characters. Google has its meta description at 159 characters, giving website managers a good indication of where they should be. Remember, this text will be the first representation of your website for search engine users, making it a significant marketing factor for roofing contractors.
4) No Sitemap
Sitemaps are a more technical search engine optimization discipline. Still, every website should have them. Google uses sitemaps to crawl your website and properly market it to users across the web. Sitemaps support file types, including XLM, RSS, and Text formats. Roofing company websites should take the following steps for developing a sitemap:
Step 1: Determine which pages you want Google to index
Step 2: Choose a sitemap generator of your choice
Step 3: Use Google Search Console Sitemaps Testing Tool to test your sitemap
Step 4: Add the sitemap to your robots.txt file and include “Sitemap: https://example.com/sitemap-location.xml.”
By completing these steps, you enhance your roofing company website’s marketing potential. Google can more effectively display your website to users and help you generate more relevant traffic. While many websites still fail to upload a sitemap file properly, Roofing Webmasters can handle all of that for you with our roofer web design services.
5) No Header Tags
For those familiar with the internet marketing industry, the idea of not using header tags for your content might seem like blasphemy. Still, several roofing websites across the internet fail to use proper header tags within their content. Some confusion exists about the use of H2 and H3 header tags in particular. Your header tags should serve the following purposes:
Your H1 is essentially the title display for your page, and it’s what search engines will interpret as the primary header — H1s should never be used more than once per page.
Your H2 serves as a sub-division of your content and can be used multiple times throughout a page to organize content effectively.
Your H3 is a subset of the subset, meaning you can break your content down even further than your H2s have already — and like H2s, H3s are often necessary multiple times per page.
Properly implementing header tags in your content pages makes a massive difference for SEO. Headers allow users to interpret your content in the way you intend it and communicate your content’s structure to search engines like Google. The most important thing is not to use your H1 more than once per page, as it can cause significant problems when Google crawls your site.