Author Archives: Roofing SEO Webmasters

What’s New With Roofing SEO in 2022? (Podcast Episode)

At Roofing Webmasters, we’ve devoted our lives to search engine optimization for roofers. We even wrote the ultimate guide to Roofing SEO for contractors across the world. Still, our job never stops because Google never stops evolving. Google’s algorithm has progressed more than ever for 2022, and the changes are more significant than we’ve ever seen. In today’s podcast episode, we discuss what’s new in 2022.

More Changes, More Quickly

Google issued eight total core updates in 2021 and thousands of additional micro-updates to its algorithm. In addition, Google recently declared to changing its algorithm six times per day. Unfortunately, the human mind can’t process such frequent changes and understand which aspects of the algorithm are changing. As a result, businesses and SEO professionals have grown frustrated.

How Roofing Companies Can Respond

You might think SEO is dead, and there’s no longer a benefit to investing resources in search engine optimization. However, this attitude will only empower your competitors to win the marathon by default. SEO still works, but it now relies more on consistency and logic than manipulation. The good news is that companies like Roofing Webmasters maintain best practices for our SEO services, allowing our clients to continue to rank in 2022.

Logic

There are SEO aspects that follow the basic logic of good business practices. Take reviews, for example, which are clear indicators of a roofing company’s legitimacy online. In addition, platforms like Google My Business, Facebook, and Yelp have earned the trust of search engines and users alike, making acquiring feedback on these websites more critical than ever. The same is true of social media signals from trusted institutions.

Consistency

Although Google closed several algorithmic loopholes throughout 2021, the results have been beneficial for roofers who optimize consistently. Following best practices for on-page SEO, technical SEO, and off-site SEO allows consistent websites to maintain an average traffic volume. While some contractors think SEO is a method to manipulate the search engines, Google has always aimed to rank the most worthy websites and companies on their SERPs. Therefore, think of SEO in 2022 as working with Google instead of against them.

Best SEO Practices for Roofers in 2022

Since logic and consistency wins in 2022, roofing companies should double down on the best SEO practices. Eliminate manipulative tactics like link buying or PBNs and replace those techniques with legitimate methods like reputation management and user experience optimization. Roofing Webmasters can show you which practices work best in 2022.

Quality Content

It sounds like a broken record in the SEO industry, but quality content remains critical for ranking on Google. Establishing topical authority is only possible by publishing multiple pages relating to the same general topic. For roofers, in particular, writing good content about each service type will determine how many keywords you rank for online.

For example, a commercial roofer offering TPO roofing services must create a page for TPO roofing and fill it with high-quality content. Google won’t assume you offer the service unless you have content to showcase your offering. In addition, there’s evidence that Google Maps pulls content from your website as local justifications for encouraging users to click on your listing.

Review Management

Review management apps blew up about three years ago, but the process of acquiring reviews is as important today as it was back then. You can use apps like DataPins, Podium, or BirdEye to automate review requests and distribute them evenly across various online review platforms.

Google My Business remains the top priority because of its direct influence over local SEO. Some reviews will even show as local justifications when users perform local search queries. With that being said, review diversification is vital for trust signaling, as platforms like Yelp, Facebook, and Better Business Bureau hold significant equity in the online reputation world.

On-Page SEO

On-Page SEO consists of basic practices like inserting title tags, meta descriptions, image alt-text, etcetera. These tasks can seem repetitive, but they’re essential for search rankings. Google recently changed how they approach title tags, with some rewritten automatically to serve the users better. You can protect your website from unwanted rewrites by ensuring that your H1 matches your title tag.

Keyword placement is a crucial component of on-page SEO and relies on well-written content, which we touched on earlier. However, you don’t want to overuse keywords in your content and should diversify terms using LSI keywords. Keeping the theme of Google’s evolution, focus on writing for the reader and not the search engine. Google can finally say that the reader’s behavior now matches the algorithm’s standards.

Roofing Webmasters Can Help You Succeed in 2022

With hundreds of roofing clients enjoying top keyword rankings, our agency relies on constant adaptation to Google’s latest changes. Perhaps most importantly, we focus on maintaining best practices so that our clients can stay calm while others suffer significant traffic losses. In addition, the days of gaming the algorithm are basically over, as Google now relies on legitimate signaling to rank the top websites.

You can ensure that your roofing website performs well online in 2022 by partnering with Roofing Webmasters for SEO services. We provide a full suite of services, including website design, organic SEO, reputation management, and content writing. From our podcast, you can probably tell that we’ve seen many changes with Google over the years but remain a top SEO company in our field.

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102 Construction SEO Keywords for 2021 (Updated Metrics)

Roofing Webmasters has you covered if you are looking for a construction keywords list or keywords for construction management. Since construction companies often fall under a similar content strategy as roofing companies, the overlap produces several keyword variations that can help generate visitors using SEO for construction companies. As a result, our team constructed a keyword list that dives deeper than other marketing websites offer by providing additional metrics like keyword difficulty and organic CTR, in addition to search volume.

Top 102 Keywords for Construction Companies

Commercial Intent Keywords

These keywords are best for service pages as users who search for them usually want to buy a service. With a properly optimized website, you can convert these users into customers at a high rate. With this in mind, service pages should always showcase a clear and urgent call-to-action (CTA) so that users can quickly take action. Commercial intent keywords are frequently at the bottom of your funnel, making them the most valuable keywords to rank for on Google organic search results.

Keyword	Volume	Intent	Difficulty	CTR
vinyl siding	78,353	commercial	46	96%
fiber cement siding	20,880	commercial	37	88%
board and batten siding	18,620	commercial	31	38%
construction companies near me	16,353	commercial	51	84%
wood siding	15,884	commercial	41	56%
metal siding	14,947	commercial	32	79%
aluminum siding	14,221	commercial	27	82%
james hardie siding	13,271	commercial	42	14%
new construction homes near me	8,868	commercial	40	88%
shiplap siding	8,565	commercial	33	56%
certainteed siding	8,380	commercial	45	13%
home remodeling	8,363	commercial	57	83%
siding repair	7,542	commercial	55	80%
home renovation	7,008	commercial	49	80%
new home construction	5,376	commercial	57	100%
certainteed vinyl siding	3,905	commercial	48	27%
vinyl siding repair	3,683	commercial	37	78%
new home construction near me	3,193	commercial	56	94%
vinyl siding installation	3,068	commercial	46	82%
home remodeling near me	3,021	commercial	52	84%
new home builders	2,850	commercial	59	90%
vinyl siding near me	2,757	commercial	45	86%
aluminum siding repair	1,784	commercial	36	85%
siding repair near me	1,784	commercial	45	86%
aluminum siding repair	1,784	commercial	36	85%
construction services	1,188	commercial	25	84%
home remodeling contractors	1,159	commercial	50	83%
home remodeling contractors near me	949	commercial	53	86%
vinyl siding contractors near me	853	commercial	48	83%
home remodeling companies	839	commercial	41	84%
residential general contractors near me	744	commercial	51	88%
residential construction companies	664	commercial	37	88%
wood siding repair	611	commercial	39	86%
residential general contractors	585	commercial	49	100%
james hardie siding installation	585	commercial	31	81%
roofing construction	585	commercial	45	82%
shiplap siding exterior	521	commercial	30	58%
fiber cement siding installation	508	commercial	41	48%
shiplap siding interior	508	commercial	42	60%
aluminum siding repair near me	483	commercial	29	84%
high end vinyl siding	322	commercial	37	80%
metal siding near me	322	commercial	34	84%
siding repair contractors	263	commercial	42	84%
shiplap siding installation	240	commercial	43	55%
board and batten siding installation	196	commercial	35	52%
commercial building contractors near me	185	commercial	44	84%
house siding repairs	185	commercial	56	52%
exterior siding repair	174	commercial	43	92%
siding repair company	132	commercial	36	90%
new construction single family homes	111	commercial	48	60%
roofing construction companies	34	commercial	38	83%
roofing construction companies near me	27	commercial	50	84%
roofing construction company	27	commercial	29	83%
siding repair companies near me	24	commercial	46	86%

Informational Intent Keywords

Informational intent keywords are best for blog posts on your company website. Users searching for these terms are not typically ready to buy right away. However, you can capture them at the top of your funnel and remarket to them in the future. In addition, ranking for informational keywords helps strengthen your website’s topical authority and earns more natural links from around the web. Finally, interlinking from a blog post to a service page is a great way to intelligently distribute link equity to your highest-converting pages.

Keyword	Volume	Intent	Difficulty	CTR
vinyl siding cleaner	7,425	Informational	39	95%
home remodeling ideas	2,434	Informational	48	44%
types of vinyl siding	1,874	Informational	33	64%
fiber cement siding problems	1,563	Informational	28	53%
certainteed vinyl siding colors	1,388	Informational	44	41%
metal siding colors	1,316	Informational	25	64%
fiber cement siding cost	1,259	Informational	32	83%
certainteed siding colors	977	Informational	40	41%
vinyl siding colors and styles	963	Informational	40	55%
aluminum siding cost	949	Informational	28	80%
vinyl siding installation instructions	866	Informational	33	87%
best roofing contractors near me	825	Informational	53	84%
siding repair cost	651	Informational	42	86%
home renovation ideas	638	Informational	48	50%
steel siding cost	585	Informational	26	58%
where to buy vinyl siding	559	Informational	46	100%
aluminum siding colors	534	Informational	31	38%
new home construction costs	495	Informational	52	60%
vinyl siding installation tools	470	Informational	32	88%
wood siding options	457	Informational	37	69%
fiber cement siding colors	445	Informational	35	36%
certainteed vinyl siding reviews	420	Informational	36	56%
how to repair wood siding	383	Informational	37	56%
james hardie siding reviews	310	Informational	30	37%
how to install fiber cement siding panels	252	Informational	39	58%
james hardie siding warranty	207	Informational	30	94%
siding repair kit	196	Informational	42	58%
aluminum siding prices	174	Informational	30	55%
james hardie siding installation instructions	174	Informational	29	87%
home renovation cost	153	Informational	46	75%
wood siding repair cost	142	Informational	46	55%
certainteed siding color chart	122	Informational	45	41%
diy board and batten siding	111	Informational	38	78%
vinyl siding repair cost	82	Informational	42	90%
vinyl siding installation tips	82	Informational	35	89%
high end vinyl siding brands	73	Informational	35	55%
fiber cement siding installation cost	64	Informational	36	94%
certainteed vinyl siding accessories	55	Informational	31	88%
roof construction diagram	47	Informational	50	41%
board and batten siding colors	39	Informational	34	41%
aluminum siding repair parts	27	Informational	40	94%
fiber cement siding installation video	27	Informational	72	64%
aluminum siding repair cost	24	Informational	46	55%
fiber cement siding installation instructions	24	Informational	31	96%
james hardie siding installation guide	17	Informational	21	56%
roofing construction terms	17	Informational	30	41%
vinyl siding comparison chart	17	Informational	28	87%
installing board and batten siding around windows	17	Informational	39	82%

How To Implement Keywords for Construction Companies

When writing your service pages and blog posts, you can download the XLS file to reference these keywords. However, it’s best to craft a comprehensive content strategy before publishing new content so that you avoid keyword cannibalization and maximize efficiency. Once you map out which pages and posts will target which keywords, you can insert these keywords into the proper areas. Consider the following:

Title Tags: Your keyword should appear once at the beginning of your title tag
Meta Descriptions: Your target keyword should appear once or twice within your meta description
Headers: Your target keyword should always appear in your H1 and sometimes in your H2s and H3s.
Body Content: Your keyword should appear one to five times (depending on total word count) within the content itself but should never exceed ten.

Other Considerations for Keywords for Home Builders

When publishing content with construction marketing keywords, you must keep the reader as your top priority. Engaging in oversaturation and improper grammar can deter readers from buying your services and discourage Google from ranking your pages. Therefore, consider the following things before publishing content:

Avoid Keyword Stuffing: Never add too many instances of the same keyword, as Google will mark your page as spam, and readers will bounce from your website.

Pro Tip: Check Your Keyword Usage With Keyword Density Checker

Utilize LSI Keywords: Consider using LSI keywords to supplement your primary terms to reference your keyword without oversaturating your content. LSI keywords are semantically related to your primary term.

Pro Tip: Use LSIGraph To Generate LSI Terms for Your Primary Keyword

Writing The Perfect Roofing Business Description (w/Examples)

Writing a good roofing company business description can increase engagement and produce more sales. When people hire a home service business, they want to trust the company. After all, these people will come into their homes to perform repairs or assessments.

Unfortunately, as a roofing business owner, you won’t have the time to meet face-to-face with all your customers and have a conversation with them. That’s where a roofing business description comes in.

Your roofing business description (usually contained on your website’s “About” page) is your chance to tell a broad swath of customers and potential customers what your business is all about. But how do you write the perfect roofing business description? Find out in the following post.

Table of Contents

What is a Roofing Company Business Description?

A roofing business description provides a general overview of your company and highlights unique facts about your business. Typically, a description reveals the owner’s name and top-level employees who represent the business in public forums.

How To Write a Good Roofing Business Description

Make a Connection

Think about an instance in which you were meeting a person for the first time. What did you try to do to break the ice? You probably started asking questions about the other person or talking about yourself to find similarities.

You may have brought up your favorite type of food, favorite TV show, where you went to school, and things like that. Why? Because finding similarities is a way to establish a connection with someone. People want to feel a connection to someone they hire to work on their roof.

That’s why so many people want to see the About page of a business first. The About page is where you share your business’s story and establish a connection. This connection makes it easier for someone to trust your business and services.

Solve a Problem

Now let’s get into actually writing your business description. A lot of small businesses make the mistake of glorifying their company in their business description. While you should start with basic information about your company, the focus should be on solving the visitor’s problem.

As a roofing company, you can fix a leaking roof or replace missing shingles. However, it’s also a good practice to think back to some of the questions you’ve frequently heard from customers and which services you often perform.

Start your description with a brief explanation of how your business can solve a problem. Here is an example of an intro to a roofing business description that includes basic business info and gets into the customer’s problem:

“JJ Roofing has been repairing roofs in Madison, Wisconsin for over 20 years. Our mission is to resolve your roofing issue promptly.”

Notice that the above example mentions the company name, the service area, and how long the company has been in business. Those are all essential elements in your roofing business description intro. However, equally important is describing the problem you can solve for the customer. In the case of the above example, we see that JJ roofing can resolve roofing issues quickly.

Share Business Values

We talked about making a connection with your customers. That can be easier said than done, though. One good way to establish a relationship is to describe your company’s values in your business description. For instance, if you emphasize low price, talk about it.

Likewise, if your company is known for speedy work, mention it in your business description. Be honest too. The odds are that no matter what your business values are, they will resonate with at least one group of consumers.

After you have mentioned your company’s basic information and its problem for the consumer, it’s time to start describing your business values. Here’s an example for a company that values transparent pricing:

“We know how hard it can be to find a contractor that does quality work at an affordable price. That’s why we take the time to go over our invoices with our customers. Transparent pricing is important to us because that’s what we would expect of anyone we hire.”

The most important part of the above example is that last sentence. That’s where you make your connection. You are telling the reader a little about yourself and your preferences so that someone could read that and think, “I expect transparent pricing too.”

Humanizing your company begins to put a face to it that the customer can trust. Notice that the above example also has a conversational tone. Understanding a struggle makes your company more relatable – like you’ve been in the same situation that the reader has also been in before.

Tell Your Story

After you have described your business values, you can tell the story of your company. Of course, you may not have a fantastic story to tell, and that’s ok. Storytelling is an excellent opportunity to share your passion for what you do. Here’s an example of a company story:

“Our roofing company was established in 2001. We knew that Madison had many residential roofing contractors, so it would be tough getting started. But we also knew (from firsthand experience) that there weren’t many roofing contractors that took the time to explain the work and complex invoices to their customers. So we wanted to fill a need, and 20 years later, we’re still around.”

There is nothing dramatic about this story. There’s no tragedy or talk of a special impromptu meeting of roofing experts who decided to start a business together. If you have a fantastic story like that, talk about it by all means.

The point is that you don’t have to have a fantastic story to tell to resonate with your customer base. Notice that the above example goes on to talk about the company value of transparent pricing. It even shows the reader which principles your company best represents.

Avoid Salesmanship

We know it sounds unintuitive, but your roofing business description is not your opportunity to sell to your readers. So don’t mention any special promotions or anything like that. While you should have a call to action or two on your About Us page, the main point is not to make a sale.

If you properly avoid sales talk, you are more likely to make a sale, which is ironic. However, customers who feel comfortable with your roofing company are more likely to invest in your services, and comfort comes from feeling unpressured by your presentation.

Too many roofing websites ignore user experience to bombard visitors with sales offers. Of course, a coupon or discount code can help convert customers on the fence, but it’s not going to appeal to someone just browsing around. You have first to establish a trust to make a sale.

Ultimately, your customers have a need that you can address. However, some competitors can handle that same need. So the question becomes, which company does the prospect feel most comfortable paying? If you write the correct business description, it’s most likely going to be yours.

Complete Guide To SEO for Construction Companies in 2021

Roofing and construction often go together, and contractors that offer both services want to rank online for as many keywords as possible. So when you look up different roofing companies in your area, you’ll see that many of them have “construction” as part of their brand name. Ranking for construction keywords is attainable with the correct SEO strategy.

What is Construction SEO?

Construction SEO is the process of ranking a construction company on search engine results. Rankings may include a company website, Google My Business listing, or other digital platforms (i.e., social media profile).

SEO Basics for Construction Companies

Ranking online starts with the basics. Every company needs a website, Google My Business listing, and NAP citations to establish itself on Google. In 2021, creating a website is easier than it’s ever been. Additionally, Google My Business is free, as are most of the directories to which you can submit your NAP information (name, address, phone number).

Construction Company Websites

Creating a company website is the first step to SEO success in 2021. You can hire a web design agency to make your website, or you can create one manually. At Roofing Webmasters, we recommend hiring a professional to give yourself the best chance of ranking on Google. In addition, custom websites differentiate your site from others and provide search engines better reasons to favor your domain.

Domain Name

Choosing a domain name is an integral part of website success. If you already have a domain name, you have a better chance of ranking quickly. If you need to buy a brand new domain, it may take six months for your website to rank on search engine results. Try to choose a domain name that includes some variation of your brand name, industry, and location.

Content Management System

WordPress and Duda represent the best CMS options for construction websites. WordPress, in particular, is ideal for SEO purposes because it allows web admins to edit content, add images, and place internal links with ease. Furthermore, WordPress supports various plugins that can enhance your website performance and foster a superior user experience.

Google My Business Listing

Any company with a verifiable address can register for a Google My Business listing. You can verify through postcard verification and immediately appear on Google Maps and the Google Map 3-Pack. GMB listings are free of charge and are a great way to get your brand out in the public eye without investing any money. In addition, you can rank your GMB listing faster than your website, depending on your region and relative competition.

Local SEO

Google My Business rankings are based on the local algorithm, which uses relevance, prominence, and proximity to determine rankings. You cannot influence proximity other than to move to the best possible business location. Conversely, you can control both relevance and prominence by optimizing your listing, adding photos, and generating positive customer feedback.

Google Reviews

The best way to influence your listing’s prominence is to get as many reviews as possible. You can use a software tool like DataPins to automate review requests through SMS and email. As your listing gains more reviews, you should notice an increase in rankings for various local keyword terms. For example, if you’ve correctly listed your phone number and contact information, you can expect an increase in leads from Google My Business.

NAP Citations

NAP citations help establish your business information online. First, of course, you’ll want to submit your info to as many directories as possible or correct your information if you’ve recently updated your address, phone number, or company name. You can use a service like Yext to submit listings in bulk, or you can rely on an SEO agency to handle all that work on your behalf. While NAP citations may seem modest, they can have a significant impact on rankings.

Top Directories

Every construction company should get listed in top directories like Google My Business and Yelp to establish itself as a real business. While no single listing will make or break your SEO status, a combination of listings will work together to build authority. Ensuring placements on the most well-known directories is a great way to start your online presence on the right track.

Niche Directories

In addition to the main directories, construction businesses should also submit listings to niche directories in the contractor space. For example, consider platforms like Angi, HomeAdvisor, and NextDoor, focusing primarily on contractors, including construction workers. You can even target more narrowly defined directories such as The Good Contractor List to boost your topical relevance online.

Advanced SEO Concepts for Construction Companies

SEO for contractors is one of the least expensive ways to grow your business. However, to increase traffic, you’ll have to go beyond the basics—Advanced SEO concepts like technical SEO, content marketing, and link building separate top-ranking websites from competitors. You can implement next-level SEO strategies by adhering to the following methods.

Technical SEO

Technical SEO is the most complex aspect of search optimization but one that can make or break your online success. Technical characteristics of optimization include speeding up your website’s loading time, providing a good user experience, and ensuring that all your pages get indexed on search. Professional SEO experts use tools like Screaming Frog and Google Search Console to diagnose technical SEO problems.

Site Speed

In 2021, users expect websites to load instantly. Factors that influence site speed include your hosting provider, server, web images, and themes. For example, you can install a plugin like WPRocket to optimize your website speed on WordPress and ensure that users don’t leave in frustration. In addition, Google Pagespeed Insights offers a free speed test, as do other platforms like GTMetrix and Pingdom.

User Experience

Google’s Page Experience Update placed a premium on user experience. You can enhance your website’s UX by optimizing for mobile devices and ensuring clean and straightforward navigation. Users should view and navigate your website across all device types, including mobile, desktop, and tablet. Other UX factors include on-site buttons, forms, and any place the user interacts.

Indexing

One of the most underreported SEO concepts is indexing. Your pages must get appropriately indexed on Google and lead users to the correct page. Technical SEO audits can identify indexing problems such as pages mistakenly tagged with NoIndex or pages that lead to 404 errors or faulty 301 redirects. Indexing issues can also demonstrate keyword cannibalization, which means that two or more of your pages target the exact keywords.

Content Marketing for Construction Businesses

Investing in well-written content is one of the best ways to improve SEO in 2021. If you can properly market your content on Google, you can rank for various keywords and share blog posts on social media. Creating a good content marketing strategy starts with keyword research to map your keywords and avoid keyword cannibalization. From there, you want to distribute words by service pages and blog posts. Nine times out of 10, websites with the best content outperform competitors.

Keyword Research

Identifying construction SEO keywords are critical to content marketing. First, you want to rank for each priority keyword without overlapping terms on multiple pages. For example, you can use tools like MOZ or SEMRush to research keyword volumes in your industry and then write service pages or blog posts about each term. Second, you want to group words by topic so that one page can rank for multiple construction terms. Finally, strategically placed internal links can strengthen your overall website and help Google understand how content relates to each other.

Service Pages

Each primary service should have a page on your website. Match keywords from your research to appropriate service pages to reach as many potential prospects as possible. Service pages should have transactional intent meaning they encourage the reader to take action and book your services. If you find that one of your services does not have keyword volume, you must determine whether it’s worth a page. In most cases, you should still include the page on your website.

Blog Posts

Blog posts allow construction websites to rank for terms that fall outside the scope of service pages. For example, you might want to rank for a keyword like gutter cleaning tips and tricks, which signals informational intent rather than transactional intent. While you might not convert a customer directly from a blog post, you will get more traffic to your website and expose your brand to a broader audience. Additionally, blog posts are great for social media sharing and link building.

Link Building

Link building for construction companies can be a controversial SEO practice. Google’s guidelines prohibit many forms of link building, including link exchanges, link payments, and any link scheme. Your best chance to build links naturally is to produce great blog posts and share them on social media. If your posts answer common questions about your industry, there’s a good chance that other websites will link to them as a reference. As you gain more links from quality websites, your rankings will improve.

Additional Construction SEO Factors

SEO is constantly evolving because Google’s algorithm grows smarter each day. To maintain top rankings, you will have to stay on top of the latest trends and adjust strategies as needed. Despite potential volatility, organic search rankings remain the most profitable method of digital marketing for construction companies. Let’s examine some additional SEO factors for construction businesses:

Keywords for Construction Management

Keyword	Volume
construction management	21,178
construction management services	229
construction management companies	508
construction project management	1,018
construction service management	18

Online Marketing for Construction Companies

Other forms of online marketing can indirectly affect SEO. For example, running Facebook Ads may increase traffic to your website and alter behavioral metrics, impacting rankings. Additionally, if more people search your brand name on Google, you may see increases in rankings across the board.

Google Analytics for Construction Websites

Setting up Google Analytics is a great way to monitor SEO performance. You can evaluate organic traffics by page, device, location, and more. By benchmarking SEO data, you can identify problems as they arise and quickly correct problems. You can also set up Google Search Console to evaluate search queries and more.

6 Great Digital Marketing Tips for Roofing Companies in 2021

What is Digital Marketing for Roofers?

Digital marketing for roofers refers to the promotion of roofing companies through digital platforms, most commonly, but not limited to, the internet. Examples of digital platforms include websites, search engines, email, text, and social media.

Digital Marketing Tips for Roofing Companies

Digital Marketing for Roofers (Infographic)

Digital marketing can seem like a foreign concept if you are a roofing contractor. Nonetheless, it is necessary to keep a steady flow of leads coming in for your company. The way people learn about local services and research companies has changed. If you don’t change with the times, you will get left in the dust.

That’s why it’s essential to have a solid digital marketing roofing strategy in place. That’s why in today’s post, we are going to be sharing some practical digital marketing tips, especially for roofers. You don’t have to be a marketing whiz to implement these tips.

1) Focus on Your Roofing Company Website

The first question you have to ask yourself is whether or not your company website is in order. Your website can be your biggest asset in generating roofing leads. However, it will turn people away if it is slow to load, hard to navigate, and doesn’t offer people the information they need.

Website design may not be your forte, so it may be wise to work with a professional. In general, though, your roofing website should be:

Mobile Optimized: Roughly half of all internet traffic comes from people using a mobile device. You have to make sure that your roofing website is easily accessible to mobile users.
Responsive: People have short attention spans. If your website takes too long to load, they won’t wait around. They will click on another roofing website.
Informative: When people look up a roofing website, they are probably ready to pay for roofing services or do some research on the company. Your website should provide easy answers to the questions that people have. It should be easy for the visitor to see where and how they can schedule an estimate, your contact information, the services you offer, and where you offer them.

2) Manage Reviews and Reputation

Online reviews of your roofing company are the new word-of-mouth referrals. Having online reviews can make or break your company in the digital age. Not only do they affect your reputation as a company, but they can also be potent lead generators.

So you have to make sure that you are getting reviews and managing them properly. To get more reviews, be sure that you have an account on as many review platforms as possible. Your company should be present on Google My Business, Houzz, Angie’s List, and Yelp, just to name a few. Be sure that you are asking customers for reviews in person as well.

Getting reviews is very important because most consumers will read between 1 and 10 reviews before purchasing. Your job isn’t done after you’ve gotten a healthy amount of reviews, though.

You have to manage them. That means replying to as many reviews as possible. Ideally, you would respond to all of your customer reviews. Reply by thanking the customer for their review and their patronage. Replying to negative reviews is just as crucial as replying to positive ones. Apologize for their experience and ask them what you can do to make it right.

3) Invest Resources in Content Marketing

Content marketing is compelling in 2021. Take the following statistic into account: 70% of consumers prefer to get information about a company through a blog post or article instead of an advertisement. We hate to sound like a broken record, but the way people are researching companies and products is changing.

Most people don’t like to be advertised anymore, which is why content marketing is so crucial. Content marketing can include blog posts, eBooks, white papers, social media posts, video content, and more. Here are a few proven forms of content marketing:

How-To’s: How-to guides (in a blog or video format) are beautiful to consumers. Consider knocking up a simple how-to guide like “How to Maintain your Roof” or “How to Get Your Roof Ready for Winter.”
Questionnaires: Questionnaires are especially effective as social media posts. You can ask your followers which roof they like the most or how many people have metal roofing. The point is to engage your audience.
Blogs: Blogging is the simplest and most effective way to provide something of value to consumers. Use your roofing knowledge to come up with exciting and informative blog posts.

No matter what type of content marketing you endeavor (ideally, it would be a good mix of all), remember to include a call to action that encourages the consumer to take action.

4) Identify Proper Keyword Usage

People use certain words when they do online searches for roofing companies and services. These keywords should be implemented in your website, social media posts, and video content so that more people will find you.

Keyword research is essential. You have to know what keywords people are using in regards to roofing services. Luckily, helpful keyword research tools help you find the most effective ones for your roofing business.

It would be best to use these keywords on your website and any marketing content you put out. However, keyword usage must be natural. Google will penalize your site for keyword stuffing, so make sure it is organic to the content.

5) Run PPC Ads on Google

Pay Per Click advertising can be beneficial if your roofing company is new. It can help get your name out to the people in your area that are most likely to use your services. With certain PPC services, you can target consumers based on age, income, home value, geographic location, interests, gender, and more.

PPC advertising is a great way to drum up leads when you are first starting. However, you have to monitor your budget and your conversion rates carefully. PPC ads aren’t always practical, and you could lose money if you are not keeping an eye on how they are performing.

Once you have an ad out, be sure to conduct regular A/B testing. A/B testing is an effective way to figure out how to tweak your PPC ads to be more effective.

6) Utilize SEO To Rank Organically

SEO is still influential in 2021. It can help drive more traffic to your website and generate more leads. Some of the best SEO practices include:

Link Building: This involves getting links to your website on other websites. The more links that lead to your site, the more traffic you’ll get.
Schema Markup: Schema is the language of search engines. Your website should have Schema markup to increase the likelihood that it will be indexed on web searches.
Quality Content: Having valuable, well-written, quality content is still one of the best SEO practices in 2021.

Bonus Tip: Hire Digital Marketing Experts

If the above list of tips seems a bit daunting to you, don’t worry. The fact is that everyone needs help with digital marketing roofing from time to time. When that time comes for you, talk to us here at Roofing Webmasters. We offer various digital marketing services, including PPC ads, website design, content marketing, and SEO services for roofers. Contact us and launch an effective digital marketing campaign.

The Roofing Social Media Guide: 7 Tips + Best Practices

What is Social Media for Roofers?

Roofing social media refers to apps and web platforms that foster social networking, along with content creation and sharing. Examples of social media for roofers include Facebook, Instagram, Twitter, and LinkedIn.

Do Roofing Companies Need Social Media?

Social media remains a powerful marketing tool in 2021. Despite the merits of roofing social media marketing, a surprising amount of roofing companies around the country aren’t utilizing this platform.

Many of the roofers we talk to cite that they don’t have enough time to consider a roofing social media marketing campaign. Others say that they don’t know how to go about it. While social media marketing does present a unique set of challenges, it is usually the difference between doing alright as a roofing business and true success.

Don’t believe us? Please take the following statistic into careful consideration: 89% of consumers will buy from a brand after they have followed them on social media. Almost as many will go on to recommend the brand or company to a friend.

Social Media Strategies for Roofing Companies

Everyone wants to be the friend or neighbor that finds a great roofing company and tells everyone else about it. These days, they are finding these companies on social media. Now ask yourself, are people able to find your company on social media?

If you answered no, don’t fret. We know that roofing social media marketing can be daunting, but that’s why we put together the following guide. In it, you will learn the essential elements of a successful social media marketing campaign.

1) Set Clear and Realistic Goals

First and foremost, you have to have a clear goal in mind for your social media marketing campaign. Are you trying to increase brand awareness? Do you want to boost sales for a specific service? Perhaps you want to promote a particular product or service. Focus on one goal at a time but be clear with your ideal outcome.

For instance, if you want to boost sales, determine how much you want to increase sales. Nail down a specific percentage. Then establish a realistic time frame for your social media campaign to achieve the goal. Your goals (and their particular figures and timelines) will provide a framework for your social media marketing campaign.

2) Distinguish Ads from Organic Marketing

Much like Google, social media platforms allow roofers to reach their consumers organically or through paid advertising. While roofers can still promote free on social apps like Instagram and Twitter, other platforms make it more difficult. For example, Facebook’s algorithm makes organic promotion difficult, and in turn, Facebook Ads for roofing becomes a critical option.

Running Facebook Ads, Instagram Ads, or Twitter Ads requires understanding demographics, budgeting, and ROI. The good news is that each platform provides in-house support when running advertisements and will even recommend budgets, intervals, and more. Your job as a roofing company is to produce compelling promotions, slogans and offers for potential consumers.

3) Determine your Key Demographic

Your social media marketing campaign will be predicated on creating content for a specific group of people, or in other words, your key demographic. As a roofer, the most fundamental demographic for you are homeowners. You may also need to branch out to include property management companies and business owners.

This step aims to create a customer persona based on your critical demographic’s age range, typical income, gender, geographical location, spending habits, and even personal values and interests.

The customer persona you come up with will be the average person you are trying to connect with on social media. Everything you promote should aim to address this persona.

4) Meet Your Customers on Their Preferred Platforms

Some businesses would do well focusing on a few select social media platforms based on their key demographic. The same is true if you own roofing businesses. Let us give you an example. 60% of the users on TikTok are between the ages of 16 and 24, while only 26% are between 25 and 44.

Now ask yourself this question: how many 16-24 year-olds do you know to be homeowners? If it’s possible, it would be ideal to have a social media presence on all platforms. As a roofing contractor with limited time and resources, however, you may want to focus on the more popular platforms with your key demographic.

The platforms roofers will want to focus on are Instagram, Twitter, and Facebook. Twitter is very popular among people between the age of 18 and 34, and the average age of Facebook users is 40. Instagram is also owned by Facebook and reaches homeowners consistently. These three platforms hit the sweet spot in terms of the key demographic age group for roofers.

5) Maintain Brand Consistency

If your roofing business is already up and running, you probably already have your company logo and slogan. It’s essential to use the same logo and slogan across all your social media platform. Why? Because brand consistency is crucial for brand recognition and even revenue. Solid brand consistency can increase revenue by up to 33%.

Brand consistency doesn’t stop at logo and slogan, though. Social media will offer you something you may not have had before: an opportunity to communicate with an audience. You will have to establish a tone in your roofing social media campaign – and stick to it! Do you want to educate your audience? Then, adopt a formal style with your posts and content.

Do you want to increase brand awareness? Then maybe a more conversational tone would be better. Whatever technique you choose, be sure to stick to it. Make it consistent with your brand so that people can recognize it just by reading a few words. Here are some more tips for maintaining brand consistency on social media:

Use your company logo as your avatar
Make sure NAP (Name, Address, and Phone Number) are listed the same on all your social media outlets
Use your slogan wherever is appropriate

6) Strike an Informational / Promotional Balance

While it’s tempting to look at your social media marketing campaign as a means to sell your services, you need to remember that even though many people make purchases through social media, it is still used mainly for entertainment and information gathering.

People aren’t looking to be sold when logging onto their Facebook or Twitter accounts. Your content has to strike a good balance between fun/engaging/informative and promotional. Think of it like this: 80% of your posts/content should engage your audience, and only 20% should be geared towards selling to them.

7) Creating Social Media Friendly Content

Now comes the tricky part. What kind of things should you be posting in your roofing social media marketing campaign? Here are some ideas to jump-start your imagination:

How To’s: Show your followers how to test a roof leak or identify a roofing material. You don’t have to choose a technically advanced topic. Maybe just a how-to on cleaning gutters.
Before and After’s: Instagram stories are hugely popular and are the perfect platform for before and after pictures of your roofing projects.
Get Opinions: People love when their opinion is valued. Ask your followers what they think of a recent job you completed or what style of roof they like most.
Tell a Story: Do you or one of your team members have a remarkable, funny, harrowing, inspirational, or otherwise interesting story to tell? Use your social media outlets to share them.
Reply: Simplest and perhaps most important of all; reply to your social media messages and comments.

Bonus Social Media Tip for Roofing Contractors

Last but not least: when in doubt, call a professional out. Perhaps the best thing you can do to ensure a fruitful roofing social media campaign is to work with the professionals here at Roofing Webmasters. Our in-house application, DataPins, changes social media, reputation management, and SEO, as we know it. As software infiltrates the digital marketing space, more and more processes become automated, suitable for roofing companies. Of course, not all software can replace human behavior, but it’s essential to set expectations with your digital marketing company.

Responding to Negative Roofing Reviews: 6 Tips

Suppose you are getting a healthy amount of roofing reviews every month; congratulations. You have overcome a hurdle that many small businesses struggle to get over. However, getting a reliable amount of reviews for your roofing company isn’t enough.

The next step is to respond to those reviews. Not only do people like when a company responds to their reviews; they expect it too. So the bottom line is that it’s imperative to respond to the reviews your roofing company gets – whether they be good or bad.

It’s more important to respond to the negative ones. But how do you begin to respond to an angry customer who blasts your service and gives you a 1-star rating? It’s a tricky turf to traverse, so in the following guide, we will be explaining the correct way to respond to negative roofing reviews.

1) Respond to Reviews Quickly

How long should you wait to respond to a negative review? The answer: you shouldn’t! It is recommended that you respond to a negative review as soon as you possibly can. A swift response to a negative roofing review will show the customer that you value their time and are concerned about the service they received.

Set up email alerts for all the review platforms (and it should be on as many as possible) so they send notifications as soon as a new review is posted. If your company gets a high volume of reviews every week, you may want to assign the task of checking for and responding to reviews to a specific staff member or divvying them up by Google reviews, Facebook reviews, etc.

2) Thank Customers for Their Business

No matter what the nature of the complaint, the opening of your reply to all negative roofing reviews should include the same thing: an expression of gratitude. Remember that this person took time out of their schedule to write a review of your business – even if it was a bad one.

Starting your replies with something like, “Thank you very much for patronizing our business and taking the time to leave a review…” An initial showing of gratitude can help to soothe the inflamed perception that the reviewer may have of your company. Thank them for hiring your roofing company in the first place and taking the time to leave a review.

3) Acknowledge The Customer’s Problem

Customers who are unsatisfied with your business want to know that their complaints have been heard. That’s why you can’t use a template for negative review responses. Instead, you have to acknowledge the specific issue they had in your reply. As the owner, you need to take responsibility for whatever the customer perceives as the problem.

Acknowledge the specific issue by thanking them for bringing it to your attention. Remember, the customer is always right – even when they’re wrong.

4) Apologize For Inconviennce

After thanking the reviewer and acknowledging their complaint, apologize to them for their experience. For whatever reason, they weren’t satisfied with your service. No matter what the issue is or who’s at fault, be mindful that their experience with your company wasn’t to their liking.

A brief and straightforward apology, citing the specific issue or incident, can diffuse the situation and even spur the customer to amend their review.

5) Offer an Explanation or Solution

Sometimes a customer may be accurate in their negative assessment of your company – as far as they know. They might not have the whole story, though. For example, maybe one or more of your critical staff members called in sick on the same day. Perhaps a supplier was late in delivering materials. Unfortunately, customers aren’t always privy to this information and may sound off without knowing the whole story.

When it’s necessary, explain the circumstances that led to their unpleasant experience with your company. Also, explain (briefly) that such a situation is not typical. You don’t want to sound like you are making excuses, but at the same time, you want to assure other customers that the negative reviewer’s experience isn’t the norm.

6) Invite The Customer to Talk Privately

If possible, move the conversation offline in your reply. At the end of your response, tell the reviewer that you would be happy to discuss the matter further over the phone or in person. Privatizing the conversation will limit harmful exposure online and give you a chance to win the customer back. In addition, you may find a solution that leads to them updating their review and speaking on your attentive response. As long as you view each negative review as an opportunity, you can mitigate harm and boost your reputation.

Prepare for Reputation Management

The fact is that negative reviews will happen. No one bats .1000. The important thing is to be prepared when negative reviews do come in. We can help you handle negative reviews with our professional reputation management services. Using our reputation management tool, BrandREVU, you can get more reviews and effectively manage existing ones with the help of Roofing Webmasters.

Branding for Roofers: The Ultimate Guide to Brand Identity

What is Branding for Roofers?

Branding for roofers is the promotion of a roofing company or product through marketing, advertising, and comprehensive design.

How Brands Influence Roofing Company Success

There are a lot of things that go into building a successful roofing company. First and foremost, you have to offer exemplary roofing services. Most roofers will stop there, and in a perfect world, that’s all it would take.

We don’t live in a perfect world, though, and you can’t coast on the merits of your craftsmanship alone. You may not realize it, but branding for roofers is just as important as national corporations. Think about it: your local market is a microcosm of the national market.

Just because you only service a few small towns in your area doesn’t mean that the local citizenry shouldn’t be able to recognize your brand immediately. Building a solid brand identity isn’t easy, though. It takes a lot of critical thought and effort.

In the following post, we will explain why branding for roofers – an often overlooked marketing aspect in this trade – is so important. We will also provide a guide on how to start building a solid brand identity.

Why is Roofing Company Branding Important?

When people are looking for home service companies, it helps to get a sense of what that company is all about. Your brand is your opportunity to communicate to the public. It can let the consumer know what your company stands for. Your brand is ultimately the way the public will perceive your company.

How do you think your company is being perceived now? A brand is very often the difference between earning new customers and losing them to the competition. Apart from company character and perception, your brand should help you stand out from your competitors. It should allure new and existing customers.

These concepts are somewhat abstract, so how about we get into the figures. According to multiple surveys, consistent branding across various platforms results in a 23% increase in revenue. So from this statistic, we see that branding for roofers is vital for monetary reasons. What about sustained growth, though?

Try this stat on for size: 89% of consumers report that they stay loyal to a brand if they feel the company shares their values. Such a high percentage points to the importance of effective branding to maintain a solid customer base. Need we go on?

Probably not. By now, you probably have a good understanding of why branding for roofers is so essential and how it can benefit your business. Now let’s take a look at how to build a strong roofing brand.

Building a Brand Identity

Right off the bat, you should know that building a solid brand for your roofing company will not happen overnight. It takes time and persistence. Take a look at some of the initial steps you must take:

Develop your Message

To build a strong brand, you have to have a definitive message that defines the spirit of your company. What do you want your brand to say to the world about your company and services? Do you want the world to know that you will work hard on any project? Or maybe you want people to see that you offer premium craftsmanship? How about excellent customer service? Brainstorms some ideas, talk with your staff, and get to the core of what makes your company unique.

Know your Audience

To build a successful brand, you have to know how to engage with the people who will use your services. Your brand should communicate directly and effectively to your target demographic. So it’s imperative to know your target demographic—creating a list of current customers, including their age, gender, and occupation, is a great idea. The list will give you an idea of who will most likely need your services as a roofer.

Create Visual Representations

Now that you have your mission statement and an idea of who your audience is, it’s time to start creating visual representations of these concepts. For instance, if you find that people often use your company for emergency roofing, focus your ideas on visuals that convey quick help in times of need. Try to think of simple images that correspond with both your message and the needs of your customers.

Design a Logo

Whether you handle the design yourself or hire a designer, make sure that your rough logo draft is simple and without color. The logo should be attention-grabbing and evocative of your company message on its own without text or color. Color is essential later on, though. Using unique colors can increase brand recognition by 80%. So be sure to choose a unique primary color and accent colors. Text font can be tricky. It should flow with the natural shape of your logo and be evocative of the spirit of your company. In general, though, you should stick to 2-3 fonts different fonts for your logo.

Brand Consistently

Once you have your logo, it’s essential to make it consistent across all platforms. Having the same logo on your service vehicles, website, social media pages, business cards, and anywhere else it may appear is vital for brand consistency. In addition, consistent branding will help increase recognition and help people remember your company when it comes time to make a purchasing decision.

Roofing Websites: 16 Sites That Get Results in 2021

Roofing websites are now more critical than ever for various reasons. First, the marketing landscape has moved, almost exclusively, online. Secondly, social media platforms and other 3rd party web channels hold less value to roofing companies. To build your roofing business, you need to make your roofing website and invest in it as you would other aspects of your operation. To help you get inspired to achieve great things in 2021, here are 16 websites for roofers that will get your attention.

5 Star Christian Roofing and Remodeling

A professional design makes a great first impression on your customers, and 5 Star Christian Roofing achieves the desired result. With a dynamic ariel view of one of their top roofing jobs, the website immediately appeals to the viewer. Soon the reader learns more about the company founder by scrolling down to the featured biography. A consistent color scheme exudes competence and works on the visitor’s psyche to build justifiable trust and comfort.

Accent Roofing

A photo with former President George W. Bush is a great way to build credibility quickly. The Accent Roofing website highlights its best image while effortlessly integrating it into a holistic web design. An intuitive contact form encourages users to take action while clearly defined services outline consumer’s options when dealing with the roofing company. The increased time on the site can also improve SEO for Accent Roofing’s website.

Beyond Roofing

Beyond Roofing’s website immediately establishes a sense of calm and community. The Colorado-based company impresses visitors with clean design elements and simple navigation. Unique photos of jobs and equipment foster a sense of personalization for potential consumers. The site’s header features a statement of credibility by highlighting their 28 years in business, which becomes effective because of its font, stylization, and placement.

Crosby Roofing

Roofing companies with multiple locations require special website consideration, and Crosby Roofing achieves just that. The roofers showcase their four areas and phone numbers for each so that customers can quickly contact their nearest provider. Crosby Roofing’s website goes on to personalize their business with pictures of their owner and staff. Visitors grow increasingly comfortably as they browse through the neatly categorized roofing services and accompanying images.

Dr. Roof

Some company names are easier to brand than others, and that expands website design possibilities. Dr. Roof features a mascot in their site’s header, which immediately appeals to the visitor. Of course, holding users’ attention is even more challenging for websites in 2021. Dr. Roof achieves it with multiple Calls to Action (CTAs) along with a branded slogan and list of roofing services.

Force Field Roofing

Force Field Roofing shows users an innovative website that balances innovation with clarity. Some web designers fall into the trap of overcomplicating a website. In the roofing industry specifically, clarity and conciseness hold great value. Force Field Roofing wows users visually while simplifying navigation and making services accessible. The geometry of their service buttons is equally as impressive and encourages users to browse the website more extensively.

Geisler Roofing

Some websites, like Geisler Roofing, separate themselves immediately from competitors. The black and white photos blend seamlessly with the site’s clean overall design. The backdrop photo, featuring the company’s signage, builds credibility without overexerting its prominence. The review widget within the site’s footer area showcases social proof for potential customers, inspiring them to take action in the adjacent contact form.

Infinity Solutions Ohio

Sometimes less is more, as is the case with Infinity Solutions Ohio’s website. The site features a unique photo in its most prominent position, quickly building credibility and authority. The clear and straightforward menu outlines the company’s services, easily accessible to anyone navigating the site. A non-intrusive overlay near the footer’s left-most side allows users to schedule a consultation at their convenience without being distracted from the site’s primary content.

J Riley Roofing

As video moves into the forefront of content marketing, websites with video headers appeal to viewers how other websites cannot compete. J Riley Roofing features a short and continuous video loop that allows users to note the company’s professionalism and credibility quickly. Of course, visuals without text or navigation serve no purpose, but J Riely Roofing combines all of them for an amazing-looking website.

Kilker Roofing

A skilled designer can reflect a company’s value system within their website. Kilker Roofing’s website shows how tactfully the designer highlights family values. The badges from noteworthy institutions certainly drive home the point, as do strategically placed slogans and logos near the site’s header. A subtle but simple contact form blends in with the site’s clean navigation and inspires users to take action without feeling pressured.

Mast Roofing and Construction

Mast Roofing and Construction’s website blends simplicity with credibility. The site’s design features several badges and awards to create social proof for visitors. The site also displays transparent contact forms and CTAs so that potential customers can take swift and decisive action. The website does a great job of fostering comfort and then converting it into action.

Neblett Construction

Neblett Construction’s website showcases one of the more impressive and intuitive contact forms we’ve seen from a roofing website. Additionally, it creates urgency directly above the form by offering 15% off products and installation along with zero-interest for 12 months. The site does a great job of inspiring the user to take action and then making it convenient for them to submit contact information.

ProCraft Exteriors

The website design for ProCraft Exteriors rivals other sites with video-based headers from this list and takes it a step further with three, easily-accessible locations. The design does a great job of directing visitors towards the appropriate contact information and fosters credibility with a BBB badge embedded directly into the header. Also, a prominent custom button leads Flordia residents impacted by the hurricane to a good landing page.

Quantum Roofing

The Quantum Roofing website features a unique header area that showcases its HAAG certification, among other achievements. A tactfully placed visual of their truck wrap sits atop the prominent CTA. Custom and unique photos keep visitors engaged and generate a sense of familiarity and personalization. An in-depth list of services provides pertinent information to meet any customer’s needs.

Recovery Home Improvement

Most of the time, simplicity wins out for roofing websites. Recovery Home Imrpvoement’s site demonstrates the power of simplicity combined with gracefully embedded photos and service menus. Remember, a website appeals to its customer base. In this company’s case, they aren’t trying to sell specific products but are instead trying to sell services that require trust and credibility. Their design strikes the perfect balance for lead generation.

TBar Roofing

TBar Roofing made sure to display a free estimate form so that visitors can take action quickly. The design subtly presents two relevant awards for the roofing company to the contact form’s left-hand side. Working on consumer psychology (who processes information from left to right), the site tactfully achieves its desired response. In addition to unique photos and prominent CTAs, TBar roofing’s site also features a header button to check out their company reviews so that potential customers can verify their reputation.

7 Strategies to Improve Local Roofing SEO

When other roofing companies rank high on Google, many contractors question how they can get to the top. Various ranking factors determine where and when your roofing website ranks, but local roofing SEO provides a unique set of challenges for location-based companies. Service areas with high populations also have high competition. Roofing SEO Webmasters explains how to outrank your fiercest local competitors.

Local SEO Tips for Roofing Companies in 2021

While every aspect of SEO is related, local search optimization requires unique tactics to secure top rankings. Think of local rankings as your best way to promote your services locally, similar to the yellow pages in pre-internet times. Google’s local algorithm considers factors like proximity, relevance, and prominence when deciding which listings appear within the Local Map 3-Pack. The search engine also considers location modifiers like the city and state name when ranking website listings. Whether you purchase roofing SEO services or implement the optimizations manually, you must know the best strategies.

So how can roofers ensure local rankings in 2021? Take a look at these techniques from Roofing Webmasters:

1) Insert Location Modifiers

We mentioned location modifiers as something search engines look for when ranking local search results. Consider placing local modifiers like your city and state name within your content, title tags, meta descriptions, and internal links. Even your Google My Business listing performs better if your company name includes a location modifier. However, unless your actual business name consists of the modifier, you should refrain from inserting it on your listing, as such a practice can get your listing banned from Google My Business. Focus on placing the locations within your website content so that Google can scan the terms.

You might ask why Google needs location modifiers to rank a web page. While they can detect your location based on other factors like schema markup, search queries from local users often include the modifiers, creating a user intent that your website must match for maximum rankings. For example, a local user may search for some of the following terms.

roofer in fort worth

fort worth roofing company

roof repair fort worth tx

The location modifiers can apply to each of your roofing service types, including lower volume searches that may not pull up on keyword research tools. You will find that on your Google Search Console, page clicks continue to rise as you add more modifications.

2) Expand Keyword Range for Your Roofing Website

Most roofers use keyword research tools like SEMRush, Moz, and Google Keyword Planner to find search volumes for roofing keywords. However, many of the highest-performing keywords won’t show volume on any of these tracking tools. Sure, significant terms like roof repair, roof restoration, and metal roof coatings will offer plenty of volumes, but the volume grows far lower after attaching location modifiers. Don’t be fooled by the lack of search volume; however, rest assured that adding a wide range of keywords will pay off with clicks. You can track your organic clicks through Google Search Console, which also provides lots of search query data to know what your visitors are searching for.

Aside from location-specific terms, other lower volume keywords can also pay off for your roofing website. Consider a keyword like wet patch roof leak repair, which may be considered a long-tail keyword. While it won’t match the search volume of roof leak repair, the added context makes it easier to rank for on your website. It’s crucial to create service pages for each of your roofing services and find groups of keywords that apply to each service type.

3) Create and Optimize Your Google My Business Listing

Ranking on the Local Map-3 Pack is crucial for roofers since those search results appear above traditional organic results. Users searching for roofing services on their mobile devices are especially likely to select one of the three nearby listings. To show up on Google Maps, you must create a Google My Business listing for your business. You can claim or create your business listing at business.google.com. Make sure you have a company Gmail address before claiming your business. If someone has already claimed your business, your account may already exist under a different Gmail address.

Claiming your business is not enough to rank in the Map 3-Pack. To ensure the highest rankings, you must optimize your GMB listing for roofing. The best way to build up your listing is to add unique photos of your staff and equipment, enter accurate business information, attach your website URL, and get as many reviews as possible. You can also answer FAQs directly on your GMB listing and even publish Google Posts that showcase discounts, offers, specials, and more.

4) Build Local Roofing Citations

One of the best link-building methods for roofers is citation building. While citation listings count as nofollow links (meaning Google views them as a hint rather than an endorsement), research shows that local citations can help establish roofing websites on search engines. Google uses links for both crawling and indexing purposes, as well as for ranking positions. Listing your roofing business (along with its website URL) on popular directories like Yelp, Angie’s List, and HomeAdvisor can help your website’s SEO. You can also get referral traffic directly from those directory websites.

Look for local directories, in addition to the national ones, since local links can help establish your company in a specific location. Consider joining local chambers of commerce and other similar organizations willing to list your business information on their platform. Local signaling helps establish your brand in your service area and helps you rank in Google’s Local Map Pack.

5) Download BrandREVU

Some local SEO tasks grow tiresome for roofers who are busy repairing and restoring roofing systems. Consider investing in local SEO and reputation management software like BrandREVU. The BrandREVU tool allows roofing contractors to perform jobsite check-ins through the BR app, which get automatically published to the corresponding roofing page. The check-ins get wrapped in local schema markup which validates both the service and service area for Google Search and Google Maps.

Aside from helping roofers rank locally, BrandREVU also serves as a reputation management software for roofing companies. For example, the tool sends automated SMS and email review requests to each customer you service. The requests include shortlinks that make the review process exceedingly simple for the consumer. As you build more reviews, your Google Maps listing starts ranking even higher for relevant local keywords. Additionally, more reviews help convert users at a higher rate.

6) Implement Schema Markup

Schema markup helps your website communicate with search engines like Google. It can tell Google what kind of business you run, where you are located, and other valuable information. Applying schema markup to your local roofing website gives you a leg up on competitors who fail to implement the microdata code. Remember, the goal of SEO is to work with Google, not against it. If you can help Google understand your website, you can rank higher on SERPs.

Schema markup also helps you get additional SERP features like rich snippets, sitelinks, and other markup displays. Enhanced SERP features may encourage more users to click on your website, improve your click-through rate (CTR), and build your overall authority.

7) Prioritize Location Pages Over Blog Posts

Roofers tend to fall into obsolete SEO strategies such as blogging. While blog posts can still have value if targeting the proper keywords, they predominantly serve as fluff content that users and search engines ignore. Instead of creating how-to blog posts that likely won’t convert, you should focus on dynamic location pages that help your roofing website rank for more cities. You should only implement this strategy if you know what you’re doing.

Philadelphia City Page on Roofing Website

Any website should avoid thin content, whether it is a blog post or a location page. It is essential to make each of your location pages unique and specific to the location. BrandREVU, as mentioned earlier, can help roofers achieve this by tagging appropriate check-ins to their corresponding location page. Unique and user-generated content ensures that each page holds an exceptional value and satisfies the search query’s user intent.

Additional SEO Strategies for Roofers

Build a silo site-structure with parent and child pages
Focus on internal linking for helpful user navigation
Embed your Google Maps pin on your website
Add a Review Us button to the bottom of your website