The roofing industry is a cutthroat field, and as such, your roofing advertising efforts must be impeccable to outshine your competitors to get the roofing leads that you need. But with all the marketing and advertising solutions available, how do you market a roofing company productively? In today’s world, digital marketing outranks all other advertising channels in ROI and reach. However, this doesn’t mean that all of your roofing advertising dollars should be spent in the digital world. Professional marketers know that a great campaign consists of multiple advertising channels and messages. Knowing your options is the first step to comprehensive roofing advertising campaign development.
Marketing Channels and Roofing Advertising Platforms
Within the marketing landscape, your company has multiple channels to spread its message. From television and radio to billboards and digital media, your advertising options are almost endless. Each platform offers benefits that can increase your business reach and build your customer base. In order to decide on the right roofing advertising platform for your efforts, first, decide on the details of your campaign.
- Goal: Identify the exact goal of your campaign. Do you want to increase roof leak service calls? Would you like to increase traffic to your website?
- Budget: How much will your ad spend be? What ROI are you expecting from your roofing advertising?
- Run Time: How long will your campaign last? Will your campaign be weeks long? Months?
Each of these factors greatly affects the type and style of your marketing efforts. For instance, if you are creating a six-month advertising campaign, a start to finish television commercial could be extremely costly while a six-month Google search ad may be only a fraction of the cost. Typically, marketers use a combination of platforms throughout the campaign period to promote the most results possible. Once you have decided on the basic campaign factors, you can start planning your ad. These factors should be based on the audience you want to reach and the goal you want your audience to accomplish.
- Platform: What marketing platform will you use to spread your message? Which platforms have worked best for you and your competition’s past efforts?
- Message: What message are you communicating? What call to action will you use?
- Measurement: How will you measure your campaign’s success? How will you track ROI?
Your Roofing Advertising Platform Options
When it comes to advertising, you have a long list of options on where to spend your marketing dollars. From print to digital, you can find advertising opportunities just about anywhere. While many platforms offer low but stable ROI, others offer increased but fluctuating ROI. Utilizing a combination of platforms can help expand your reach and boost your roofing marketing ROI.
Print Advertising for Roofers
Within the realm of print advertising, there is a multitude of options. Your roofing company has the choice of newspaper ads, billboards, mailers, and more that can each boost company awareness. Print ads are ideal for getting your brand name recognized within a particular area. These platforms work well for advertising roofing services, promotions, and even location. However, they do not create a great opportunity for prompting immediate action. Oftentimes, print advertising is costly and difficult to accurately measure. However, new advances such as QR codes and promotion codes offer better print advertising tracking than ever before. Consider these points before deciding which print platform is best for your roofing company.
- Newspaper: While newspaper advertising has been a go-to marketing hub for years, the presentation of online news media has seriously dented readership. Use this platform for older age groups that are less likely to refer to digital media for news.
- Billboard: While this style of advertising gets great viewability, the response is much lower than other marketing avenues. Use billboards as a supplement to boost your brand awareness.
- Direct Mail: These advertising options are tried and true methods of building brand and promotional awareness. Use roofing mailers for promotional offers and service updates for your roofing company.
Advertising With Traditional Communication Media
Using traditional television and radio to deliver your advertising message can get expensive quickly and offers few analytics tools to track effectiveness. However, clear, precise messages are easily delivered on these platforms and have a higher retention rate than most print options. Television and radio advertising is best used in short spurts for the advertisement of a promotional offer or time-sensitive information.
- Television: Television commercials are an ideal way to present company services and promotional offers to a large general audience. Timely information like storm details and specials are well-presented with television advertising.
- Radio: Like television, radio presents a unique and large general audience. Therefore, general promotional, seasonal, and other timely messages are best presented through radio advertising.
Digital Marketing and Your Roofing Company
In recent years, digital marketing trends have increased exponentially, and with good reason. Digital marketing has become the most effective, most trackable marketing channel available, with multiple advertising avenues that fit any style message and brand. Digital advertising platforms offer easily measured analytics and deliver immediate actionability with calls to action, promotional information, and service scheduling. However, effective planning and platform proficiency is still key to productive advertising efforts, even on digital platforms.
- Website SEO: Ideally used as a landing platform for web traffic, your website should thoroughly introduce and explain each service and skill that your roofing company provides. With available analytics that are regularly updated, you can always be sure of your success.
- Social Media PPC: These marketing platforms work well when communicating a message or offer that includes an immediate call to action such as a “click here” button or “call now” link. They offer incredible ROI and measurement metrics for complete control.
- Google Pay Per Click: Google PPC roofing advertising is ideal for increasing web traffic and brand awareness. It’s also perfect for increasing website conversions and unique visitor traffic. While PPC campaigns can vary greatly in cost, they are generally less expensive than most other platforms and generate an increased ROI.
In today’s world, IoT has not only changed the way the public finds information, but it has also changed the way businesses reach their prospective clients effectively. Although traditional roofing advertising tools and platforms are still used and productive, digital marketing has taken over the marketing landscape. Utilize digital marketing in your roofing advertising campaign efforts to increase your success, visibility, and ROI.
Digital Marketing For Roofers
Within the digital marketing world, you have many choices on how and where to spend your advertising dollars. Each channel offers its own rewards and challenges that should be considered when planning your roofing advertising. For example, digital advertising offers highly customized audience selection which can provide better message reception but can also lend to low visibility. Being aware of the benefits and downfalls of each digital advertising platform can help you choose the best route for your roofing advertising dollars.
Organic Roofing SEO
Search engine optimization, or SEO, is crucial in order to appear in Google and other search engine results. With over 40,000 search queries completed per second, Google is the number one way to find information on services, products, and just about anything else. Because the Google search has transformed the way customers locate services, search engine optimization for your roofing service is a top source for reaching prospective customers.
Through the years, Google has updated the way its search delivers results. Today, quality content, accurate information, reputable linking, and precise keyword usage are the best ways to ensure proper SEO for your roofing business. Using these strategies along with proper coding and compelling user experience can land your roofing company higher in search rankings, leading to extended reach and maximized conversions.
Roofing SEO Strategies That Work
SEO, or search engine optimization, is a marketing strategy that utilizes Google and other search platforms to present company information and generate roofing leads. When a search query is made on Google, Bing, or another search platform, keywords are identified and search results are presented according to relevance and site quality, among other elements. Optimizing your roofing website to appear higher in these search results can boost your company’s reach and expand your customer base. Use tried and true marketing SEO strategies to begin your efforts and revise your plan as needed.
Google My Business For Your Roofing Company
When battling for the number one Google search position, the competition can be fierce. However, your roofing company cannot show up in any Google searches until your Google My Business account has been set up and verified. To establish your roofing company’s Google My Business account, simply visit google.com/business and follow the instructions, paying attention to key fields like:
- Business Type: The correct business type is imperative in order to index correctly in Google searches.
- Services Offered: Since this is a top way Google indexes your company, your service list should be comprehensive and include multiple keywords.
- Location: Providing the exact location of your roofing company boost the chances of appearing in the very important local search.
- Contact Information: Providing links to your contact information exponentially boosts the chances of goal completion.
- Company Images: Adding images to your Google My Business account increases the odds of appearing in organic Google searches.
- Hours: Adding details like hours of operation creates a more complete and more trusted Google profile, leading to better search rankings.
- Reviews: Reviews provided on Google as well as other platforms boost your site’s authority which can dramatically boost search rankings.
- Website Address: Offering a link to your site can boost web traffic along with conversion rates.
Once your account is verified, your company can begin appearing in Google search results. As Tatum Legacy displays, having a well-organized Google My Business account paired with great on-site SEO can land your roofing company at the top of the Google search.
On-Page SEO and Other Roofing Website Ideas
Roofing websites are no help to their company if they can’t be found. Roofing SEO practices can help Google index your site more efficiently and help you rank higher on SERPs, leading to extended reach and increased roofing leads. In order to optimize correctly for Google, your roofing website needs a few key elements which help the search engine identify what your site is about. Without these key elements, Google and other search engines may have trouble indexing your site or may even misinterpret the information.
Roofing Title Tag and Meta Description
Each page of your roofing website should have a title tag which tells Google bots the general idea of your roofing webpage. This title also appears as a search result title when a query is performed. Your page’s title tag should include at least one keyword along with a brand or location tag. Along with the title tag, Google displays a short description with each result when a query is made. These descriptions, otherwise known as meta descriptions, provide Google bots with more detailed information about your web page’s content. The use of keywords in your roofing meta description is imperative to help Google correctly index the information and increase the chances of appearing in Google searches.
Each time a Google search is performed, Google bots use website coding to scour the internet searching for relevant material from trustworthy websites. Clean coding is a method of presenting the back end coding of your site to Google in the simplest way possible. With clean coding, your site’s code is clear, well-organized, and effectively labeled so the Google can easily decipher the exact content for better ranking. Cluttered code issues arise in instances where a website is created from a template or when a site is redesigned incorrectly. These practices create long code sentences that are unneeded and can provide incorrect information to search bots.
Combat coding issues with the use of clear functions and well-labeled commands like MKCS Roofing does here. Use schema coding to provide Google bots with clear content subject lists and details and use up-to-date code structure for simplified, clearer communication. Schema codes work as lists to provide Google bots with clear, organized subject matter that can be easily indexed for searches. The use of H2s and H3s along with keyword placement can also aid Google and other search engines in identifying and indexing your information correctly.
Roofing PPC Advertising
Pay per click (PPC) advertising combines traditional ad creation with keyword bidding to reach new customers and gain more roofing leads. PPC advertising is offered almost every platform including Google, Facebook, Instagram, YouTube, and more, and can dramatically increase your website traffic and marketing ROI. Roofing PPC ads also offer flexible budgeting, customizable audiences, and ad revision to give you complete control of your campaign at all times.
Roofing Advertising With Google Ads
Google Ads, formerly Google Adwords, provides a comprehensive platform for PPC marketing that displays search and display ads according to relevancy, keyword bidding, and ad quality. These ads can appear in Google search results or on Google Maps results along with Gmail, YouTube, and many other Google partners. Where you want your ad to appear will be the deciding factor in the format of your ad which can include images, text, video snippets, and more. While Google search ads have only text and link buttons, display ads with images and video can be displayed on other platforms such as YouTube, Gmail, and many more. Google also offers the text ad with extensions which provides varied content delivery throughout every Google platform.
Optimizing Your Google Ad for Roofing
The two main factors for deciding where your roofing ad appears on Google are keyword bidding and ad relevance. Keywords in Google Ads are arranged according to popularity in searches and are priced accordingly. The more a keyword is used in searches, the more expensive the keyword will be to bid for. Likewise, the more difficult it will be to rank for the keyword. For example, the term “roof repair” is a very popular keyword. Therefore, it will be more expensive to bid on and more difficult to rank for due to all the other roofing company’s trying to rank for the same word. However, “corrugated metal roof repair” is a much more specialized word that will have a lower bid price and less competition. This means that the latter term will be much easier to rank for.
When creating your Google ad, it’s crucial to design a compelling piece that’s helpful and has a clear call to action. Your ad should be clear and informative, and link to a landing page with relevant information. It should contain a prominent call to action that encourages the viewer to click the link and offer contact information that the visitor can use to easily contact your roofing company. Use Google Ads analytics tools to measure your ad success and adjust your efforts and budget throughout the campaign for maximum success.
Instagram and Facebook Marketing for Roofing
Much like Google Ads, Facebook and Instagram each offer a PPC platform for businesses that is keyword and audience based. Roofing Facebook ads appear in the news feed as well as in the right side ink bar and can be customized according to audience demographics and psychographics, previous searches, budget constraints, and more to provide the best ROI possible. These ads can be created through the business menu on your Facebook account and can be measured with Facebook analytics tools that are accurate and easy to use.
Instagram offers an ad platform much like Facebook which can be set up from your Instagram menu once your account is switched to a business account. Like Facebook and Google, your ad audience can be customized by demographics and psychographics, budgetary constraints, and even online viewer behavior. While not as extensive as Facebook or Google, this platform also offers analytics tools such as engagement, follows, and more to measure the success of your Instagram roofing ads campaign.
Like with any PPC roofing ad, Facebook and Instagram ads should have a clear message as well as a call to action. While not required, these ads that boast images and videos tend to be much more successful on these platforms. These ads can direct your viewers back to your social page to increase likes, follows, and engagement, or can link to a landing page to maximize website traffic and conversion rates.
Other Roofing PPC Advertising Opportunities
Along with Facebook and Instagram, there are PPC marketing opportunities for your roofing company on just about every social platform. YouTube, Twitter, and Snapchat each offer PPC advertising plans that operate mainly off of keyword bidding and audience selection and can help expand your reach even further. Like with main PPC platforms, these ad hosts provide customized budgeting, sometimes without a minimum dollar amount, and offer analytics tools that can help you hone your campaign for maximum results. YouTube offers a unique PPC platform that displays your ad at the beginning of other videos as well as in the right link bar. This unique ad display format allows your videos to be viewed with a clickable link that encourages conversion. Other social media platforms like Snapchat and Twitter also provide PPC marketing plans and tools that can be utilized to build backlinks, aggregate new web traffic, and build followers and engagement on the social site itself.
Organic Roofing Advertising on Social Media
While PPC campaigns have proven to have a remarkably high success rate, don’t discount the value of organic roofing advertising on these platforms. After all, these platforms were created for making a connection, so why not take advantage? With over 2 Billion users, social media platforms can help maximize your reach and web traffic. However, using each platform appropriately and productively takes planning and organization.
The biggest problem most businesses have with social media posting is deciding what content is most beneficial. Studies show that content that provides helpful information tends to carry the most engagements. In fact, in a 2018 study done by Edelman, it was found that 63 percent of people trust an industry expert while only 42 percent trust businesses. Therefore, using social media platforms to deliver helpful advice and information can dramatically boost your reach and web traffic. To create a productive social media account for your business, try these tips:
- Post Regularly: Social media posts typically have a shelf life of one hour to one day. Post regularly to keep your brand center stage.
- Use Rich Media: While not required, social posts with images or video are twice as likely to be seen and engaged with.
- Use Keywords: Just like in searches, keywords matter in social posts, and can help boost visibility and reactions.
- Include Links: Along with your post, include calls to action and links back to your roofing site for ultimate results.
Social Media Analytics for Better Roofing Advertising
Along with your company’s social media account, you are provided with an array of analytics tools that can help you identify the best advertising avenues for your business. These metrics provide information on engagement levels, sharing, new followers, and more to give you a comprehensive overview of your social media roofing advertising efforts. Use these metrics to hone your campaign and posts and create content that your prospective clients react to.
More Productive Roofing Advertising With Remarketing
Remarketing is a digital marketing technique that uses tracking codes to collect visitor information and re-present relevant marketing material. When your site is equipped with remarketing codes, a visitor who views your wood shake roof repair webpage may see a later advertisement for free roof inspections. This form of roofing marketing boosts response and conversion rates by presenting information to viewers who have already seen your content.
On the Google platform, remarketing efforts are set up as campaigns and established through metrics delivered by the platform. Your remarketing campaign can be created to be reflective of viewers searching past keywords, past viewed content, or even website behavior to hone in on the precise audience you’re looking for. These ads can be scheduled to appear at different stages of the conversion process to offer special deals that encourage goal completion, or they can present information on products and services that your viewer has previously looked at. By using Google remarketing, your ads are nearly 70 percent more likely to be viewed.
Like Google, Facebook offers remarketing efforts for your PPC campaigns. This platform uses a code snippet that is embedded into each page of your site and tracks customer behavior. Then your ads are remarketing to these viewers while they are visiting Facebook, either on their news feed or on the link graph located to the right of the news feed. Remarketing to these customers re-presents information that they were previously interested in. These ads may possess more details, a special offer, or another call to action that encourages the viewer to complete your goal. These efforts are easily tracked by the analytics and metrics provided by the platform.
Roofing Keywords and Their Importance
Whether you’re working on your roofing SEO or creating a PPC marketing ad, keyword research is crucial to your project. Keywords are the main terms that the general public uses when performing searches on Google and other search engine sites. Bot crawlers use these terms to index websites and ads according to content and search relevance. Without proper keyword usage, your site and ads will not appear in searches. Luckily, there are many reputable programs and platforms to help you identify the best roofing keywords to use on your roofing site and in your PPC ads. Programs such as MOZ and SEMrush provide important keyword metrics such as volume, cost per click, and competition, which can help you identify the most beneficial term group for your roofing advertising.
When planning which roofing keywords to implement into your marketing efforts, you want a combination of keyword types for the best chance of appearing in searches and on news feeds. While national keywords such as ‘roof repair’ and ‘roof replacement’ are searched the most, the cost per click can be steep, as can the competition. In order to get maximum reach, include local and service keywords like ‘foam roof installation in Dallas, TX’ or ‘wood shake roof repair’ that are more specific and carry a lower cost and competition-rate. These types of keywords provide a better ROI for your roofing marketing and offer more promising roofing leads for your company. In order to identify the best keywords for your roofing advertising and website, look for information on these key metrics:
- Volume: Information on how many searches were performed with this keyword
- CPC: Dollar amount it will cost every time this keyword is clicked in a PPC ad
- Keyword Difficulty: How difficult it will be to outrank your competitors for a top spot in searches
- Competition: The level of competition between bidders
- CTR: The percentage of clicks that are available for organic searches as opposed to PPC and other ads
These metrics and reports give valuable, up-to-date information for each of your keywords that can tell you how likely the term is to appear in organic and paid SERPs, how steep the competition is for the word, and how likely the term is to be successful when used on your roofing website or in roofing advertising efforts.
Expert Roofing Advertising Creation
When you’re competing for roofing leads in your community, every effort is important. While digital advertising is today’s best way to reach potential customers, the technicalities and efforts require skill and know-how to outrank your competition. When you want flawless roofing advertising that gets your company results without busting your budget, turn to the Roofing Webmasters roofing marketing pros first. Our team has the experience and knowledge to develop a roofing advertising plan for your business that expands your reach and gets you noticed for better ROI and more roofing leads for your team. We work with you to provide a customized marketing plan that fits your target market and encourages action so you always get your money’s worth. For roofing advertising that you can count on to get results, call the Roofing Webmasters experts today at (800) 353-5758 to schedule your appointment.
Standing out among the competition in the roofing industry is easier said than done. With so many professional roofing companies to choose from, it can be difficult to stay ahead of the crowd online and in the market. Although traditional marketing platforms such as billboards, newspapers, television, and media can still be utilized, the digital roofing marketing far outranks every other platform in consumer use and utilization. In other words, if you’re not showing up on Google searches, your roofing company doesn’t stand a chance at expanding your customer base.
The Phenomenon of Google Search
While Google has been around for years, the original version was very different than today. In the early years, Google was known for delivering basic search results that were judged by the number of links, length of content, and the number of keywords used. However, as time passed, Google strengthened its algorithms to rank its results on multiple points such as quality content, site authority, and user experience.
As Google searches began delivering better results, the general public began to rely on the platform more and more. Today, Google is the number one way consumers find information on products, services, and any other information they may need. In fact, Google processes more than 3.5 Billion searches per day worldwide.
Marketing Your Roofing Company Using Organic SEO
As the number one way the public finds information, it stands to reason that being found on Google and similar search engines is crucial for your roofing business success. But how does Google decide which businesses show up on its Search Engine Results Page (SERP)? Google uses bots to crawl every site when a search is performed. These Google bots search for information and content relevant to the query and deliver what it deems the most helpful results to its user. Creating online content that is easily indexed by Google bots is the only method of appearing on a Google results page. This technique, called Search Engine Optimization (SEO), is a way of improving your roofing marketing by making your roofing website more visible to Google bots, resulting in higher search rankings.
Roofing SEO Techniques That Get You Better Rankings
Roofing SEO is composed of multiple factors that work together to provide Google crawlers with a clear picture of what your content is about how relevant it is to searchers. Optimizing your website can not only make you more visible on traditional Google searches but also helps with Google Maps rankings. This is crucial for your business since nearly a third of all mobile searches are location driven. So, how do you have superior roofing SEO on your website?
In Roofing SEO, keyword utilization is crucial. Keywords are words that Google recognizes as content identifiers and uses to index your roofing site’s information. Within your site, there should be national, secondary, and service-related keywords to ensure complete indexing of your information. By working together, each of these keyword types can contribute to higher rankings for your site.
These keywords, also known as top keywords, are the most searched terms of the category. These are typically general keywords and cover an extensive array of information. Terms like Roof Repair and Roof Installation fall into this category. The first step in keyword research is to identify the top 100 national keywords related to the roofing industry. These words will be used on every page throughout your roofing website with concentration to top level pages.
“Near me” and other local searches are taking over the online world and the roofing industry is no exception. In order to be found in local and map searches, local keywords must be utilized throughout your roofing site, focusing on H1s on top-level pages. These keywords consist of top and secondary keywords that have a location longtail tag attached. If your roofing company is located in Dallas, TX, then a good local keyword may be Metal Roofing in Dallas, TX.
These keywords are more specific and while they are searched less, they produce a more focused return. These terms should be used throughout your roofing site but should be concentrated on secondary and tertiary pages. Keywords such as Corrugated Roof Repair or Foam Roof Replacement are examples of well-performing service keywords.
Effective Keyword Research for Better Roofing SEO
In order to identify the best keywords to use on your site, thorough research must be completed to find the most effective keyword choices. Programs like MOZ and SEMRush offer high-quality keyword reports that include details like search volume and difficulty, and competition level which can be helpful when strategizing keyword placement.
- Volume: This metric represents how often the keyword is searched, delivering vital popularity information.
- Cost Per Click: By using this metric, you can see how difficult it is to rank in the top 20 for the keyword and how much a campaign with the term will cost.
- Competition Level: This metric can be used to find out how many other brands are competing for this keyword and how difficult it will be to rank for the term.
Use keyword research programs like MOZ or SEMrush which can deliver useful information on each keyword choice. Each of these programs offers metrics and details on every keyword and keyphrase to help you decide which keywords are most beneficial to your roofing site’s SEO. They also offer saving and storage advantages to help analytics and adjustment efforts.
Your Roofing Company’s Google Homepage
The page that appears when a branded search is done is called a company Google Homepage. This page displays your company’s pertinent information in the knowledge graph such as your location, hours, services, and contact information. The knowledge graph is located on the right side of your Google homepage and also provides information like customer reviews, ratings, photos, and recent posts. On the left side of your roofing company’s Google homepage, results from your website, social accounts, and other links such as directories and linked sites.
Google My Business, Explained
Keeping your roofing company’s Google My Business account up to date is imperative to rank on SERPs. In fact, it’s impossible to appear in Google searches without having a Google My Business account since this is what Google uses to find businesses. To set up your account, simply verify your business’ location and contact information with Google. Along with contact details, add your services, hours, and photos to your business account for optimal results. You can also add reviews, ratings, and content links to further optimize your listing and tell Google exactly what your business does.
Using Citations to Improve Your Roofing Marketing and SEO
One of the best ways to improve your roofing marketing efforts is by building citation links across reputable platforms. Directories like Angie’s List, HomeAdvisor, and Yelp provide local searchers with information about professionals in their area and are great ways to build your online presence. Creating NAP (name, address, and phone number) citations on these sites can not only help present your company on multiple platforms but additionally increases your site’s authority, resulting in higher rankings on SERPs.
To create effective NAP citations, your information must be uniform and accurate on every listing. Your company name should be listed completely, including all suffixes, and the address should be written with no abbreviations. Your phone number should also be formatted the same way on every citation. An effective NAP citation is written like as follows and is presented the exact same way on every directory.
The Roofing Professionals, LLC
123 Greenway Street, Suite 46
Amarillo, TX 79106
Citations can be built from a plethora of directories, business forums, and other avenues. However, creating citations on the top directory and forum sites can boost your Roofing SEO and rank. Begin by creating citations on the following platforms to ensure your roofing company’s NAP citations are effective and productive.
Improving Content Quality for Better Roofing Marketing
While other SEO techniques are helpful, the truth remains that content is still king. Google updates like Panda and Penguin have raised the bar on content and structure, making it more important than ever to deliver helpful, detailed content that offers helpful information to Google searchers. Fortunately, quality content that is easily indexed for higher roofing SEO can be achieved by implementing a few key techniques.
Informative, Intriguing Content
When creating your content, consider what information your customers are looking for. Also, research the information that your competitors provide. These two planning processes will give you a solid base for your content. Create pages for each of the services you provide along with descriptions of materials, products, and processes. Work to offer your viewer information that can’t be found on your competitors’ sites to improve your ranking. Some ideas for compelling content are:
- Detailed Service Explanations
- Q&As for common questions
- Diagnosis and Prevention Tips
- News, Interviews, and Current Events
Roofing SEO Tactics for Maximum Roofing Marketing Reach
Included within your content should be crucial SEO formatting that helps Google more easily index your information for SERPs. It’s important to use H2 and H3 headings throughout your content, not only for better flow but also to signal to Google bots what the body will be about. Formatted schema lists are also crucial for helping Google to accurately present your content.
Once the body of your content is optimized, the metadata must be completed for optimal search ranking. The title tag is displayed on Google as the title of the Search query. These tags should be 60 characters and include a keyword and location tag. Along with the title tag, your meta description will display on Google search results. Presented as the description underneath the title tag, the meta description gives the searcher an idea of what the content is about. Therefore, it should include multiple keywords along with a location and brand tag.
Adding Rich Media
The addition of rich media formats like graphics, photos, videos, and podcasts can improve user experience while offering key SEO opportunities. This is because Google presents its searchers with a varied mixture of results to provide the best, most relevant information possible. When your content includes various styles of rich media, your chances of ranking higher or multiple times on a SERP increase dramatically.
Although rich media can be an effective method of improving your roofing SEO, it must be optimized to be productive. Just like your content, your images, video, and audio must have qualities that tell Google crawlers what information is being presented. Since Google bots can’t yet detect the idea and information presented in audio and video formats, great SEO qualities are crucial for indexing.
In order for your images to be indexed correctly by Google bots, they must have specific SEO elements. Your image name, title, caption, and alt text are important SEO categories. Each of these data fields gives Google clues as to what your image is about.
- Image Name: Create a unique image name that uses a keyword and accurately describes the image.
- Title: The image title should include the keyword that your page is being optimized for.
- Caption: Your caption should include a primary and secondary keyword and link the image to the content.
- Alt Text: The alt text is displayed when the image itself is not. In this category, describe the image itself.
Video Marketing SEO
Video can be an integral part of roofing marketing. However, like with images, your video must have the correct SEO elements in order to be indexed by Google bots. These elements will inform Google of what information is presented in your video so that it can be listed in SERPs. Most site videos are uploaded to YouTube as a host site. However, you can host your own videos on your site by submitting an XML Sitemap which lists the coding and site location for your video. When uploading to YouTube or other host sites, consider these SEO tactics:
- Brand Your URL: Give your video a unique benefit by editing your URL to include your brand and a keyword.
- Title: The title of your video should be approximately 5 words and include a primary keyword as well as a secondary term.
- Description: The description of your video can be up to 5,000 characters and should include a branded keyword, primary keyword, and secondary keyword.
- Transcript: Add a transcript of your video to help Google bots decipher your content easier for higher rankings.
Audio and Podcast for Roofing Marketing
Along with images and videos, audio recordings and podcasts can add to your site’s SEO when added correctly. Like videos, podcasts are typically hosted by a third-party platform such as Blubrry or PodBean. These platforms provide SEO datasets and can link to platforms like Spotify, Castbox, and Stitcher for maximum exposure. However, effective SEO tactics are crucial for your podcast to appear on Google and other search platforms.
- Show Title: This will be displayed on the main search page and should be no longer than 60 characters. It should include a Primary keyword and a branded keyword For full optimization.
- Show Description: This is a general description and should include a branded keyword.
- Episode Title: This title will be displayed on your show RSS feed and should include at least one service or secondary keyword.
- Episode Description: The episode description is more detailed than the show description and should include multiple primary and secondary keywords.
Maximizing User Experience
Another large factor in Google ranking links back to user experience and ease of use. When your roofing site is well-organized and provides a lot of compelling content, it can result in decreased bounce rates and increased backlinks, both of which positively affect your roofing marketing and SEO plans. In roofing marketing, the user experience can mean the difference between your company and your competitor. But, how do you create the perfect user experience on your roofing site?
Have you ever visited a site and the content seems to be all over the place? Properly organizing your content not only helps Google index your site correctly but also helps users navigate easily to effectively locate the information they need. The page structure of your roofing site lends to easy navigation and should be organized in a three-level format.
Top-Level Pages: These main pages should be general and optimize for primary keywords and location tags. Examples of common top-level roofing site page include:
- About Us
- Areas Served
- Residential Roofing
- Commercial Roofing
Secondary Pages: These pages present more specific information and should include both primary and secondary keywords. These pages are more focused than top-level pages. For the top-level page “Residential Roofing”, your secondary pages may include
- Residential Metal Roofing
- Premium Roofing Systems
- Residential Tile Roofing
Tertiary Pages: The third level of pages are highly specialized and present very specific information. Therefore, these pages should be focused on using service keywords for the best effect. For example, under the “Premium Roofing Systems” secondary page, you could have:
- Synthetic Tile Roofing
- Impact Resistant Shingles
- Wood Shake Roofing
Organizing URL Structure for Maximum Roofing SEO
Once your page structure is organized, you can begin editing your URLs for better optimization. The URL not only tells Google where your information is located but can also give hints as to what details will be presented. A well-structured URL will be concise, unique, and keyword inclusive. Your URL should clearly state what the page is about by using the main keyword. For example, a tertiary page URL may resemble http://OurRoofingCompany/residential-roofing/premium-roofing/wood-shakes.
This tells Google and the user exactly what information will be found at this URL address.
Load Time Minimization and How it Helps
How long a user stays on your site greatly depends on how well your site loads and looks. Optimizing your site for quicker load times across all devices will increase usability, improving user experience and boosting rankings. There are multiple ways to help ensure that your roofing site is equipped with quick load times. Optimizing your rich media can help your site load faster and present your images, videos, and podcasts better. Before adding rich media to your roofing site, ensure that it’s sized appropriately. Even shrinking the image on-site will have no effect since the entire image will load and then shrink. The image must be sized correctly, then added. Mobile and responsive design are other ways to easily reduce load times on your site. These optimization techniques provide a better user experience across devices and present information in an easy-to-view format.
Responsive Design: With this design style, your site easily adjusts to all devices without the need for zooming or scrolling. With responsive design, your viewer gets a great experience on laptops, tablets, smartphones, and desktops.
Mobile Design: This presentation method removes all excess coding and commands to present a simplified and quicker-loading version of your roofing site to viewers on smartphones and mobile devices.
Creating Effective Calls to Action
Effective online roofing marketing results in an increased number of conversions. In order to complete the conversions your business needs to be successful, include calls to action on your roofing site. A call to action is a link, an image, or a snippet of copy that is used to persuade the user to complete the desired action. Calls to action should be front and center on your roofing website and should present a clear motive. Whether you want your viewer to call for an appointment, click to learn more, or offer a review or opinion, the message and expectations should be clear and to the point.
When structuring a call to action, remember to use terms that evoke feeling. Words like ‘now’, ‘don’t wait’, and ‘before time runs out’ evoke a sense of urgency, while terms such as ‘safety’ and ‘comfort’ play off of the quality of life expectations. Using words like ‘savings’, ‘discount’, and ‘free’ can create a sense of savings that can lend to both quality of life and urgency. Your call to action should be planned to evoke a feeling or emotion that will help persuade the desired conversion. With the right call to action, your roofing marketing efforts will attract the right customers with little input from you.
Ensure that your viewers are able to easily locate your contact information in order to maximize conversion rates and your roofing company growth. There should be multiple links to your phone number and any other method of contact throughout your site so viewers can easily progress to the next step. Linked contact information also means that your customer can complete the desired process in one easy step instead of having to switch screens.
Along with clear and easy to find contact information, including a Google map on your roofing site offers various advantages. The inclusion of a Google Map helps Google quickly index your business’ location for “near me” and Google Map searches to aid in your company’s rank. These maps boost your roofing SEO by offering an embedding code that gives Google the needed information to pinpoint and categorize your location. To add a Google Map to your Areas Served page or another page on your roofing website, simply follow these steps:
- Enter the exact address of your company into the search box on Google Maps.
- Once the location is pinpointed, select the share option from the right side menu.
- Select the “Embed a Map” option and size to suit.
- Copy the provided HTML code and paste it to the code of your site.
Once your embedment code has been entered, Google can begin optimizing your roofing site for location searches as well as keyword searches, dramatically boosting your chances of appearing in organic search results.
Growing Your Roofing Business With Google Ads
While organic SEO is the most effective way to reach customers online, Google Ads are close behind. Google ads are the top search results in a Google or map search that have an “Ad” tag. Google campaigns are created in Google Ads and are based on Pay Per Click advertising. This means that every time a viewer clicks on your ad, you are charged a fee. Your ad is displayed according to the keywords you have bid on along with the authority of your site. Google uses an algorithm to compute each site’s trust along with their keyword bid amount to choose the winners of each keyword search bid.
Social Media Marketing
Another top marketing tactic for online expansion is the utilization of social media advertising. Each social media platform offers PPC, or pay per click, commercial marketing for any type of business, including roofing companies. Pay per click advertising means that every time your ad is clicked, you are charged a set amount. Social media ads are used to boost visibility and awareness of your business along with generating links and likes for your company.
The average person visits Facebook 14 time per day. This means an almost endless customer base is at your fingertips every day. But how do you effectively reach them? Your roofing company’s Facebook efforts don’t need to be highly organized to be effective. They simply need to address topics that interest your customer base. Post content that answers general questions, refers viewers back to your site and delivers new and fresh information.
For paid marketing efforts, Facebook PPC ads are simple to create and can be completely customized to target a specific age group, location, interest, and more. These ads are based on a set amount that you would like to spend and are shown to viewers with your pre-chosen qualifications.
This social media platform is become more and more popular and offers a great platform to advertise your projects, services, and promotions. Twitter, like all social platforms, can be linked to your website and can offer linking opportunities and content sharing to boost SEO and expand your customer base. With more than 7,000 tweets sent every second, your reach is boundless on Twitter. However, this also means that your posts have a much shorter shelf life than other social media platforms, so they must be compelling and entertaining to have an effect.
Pay per click advertising tactics are also offered by Twitter and have the advantage of no minimum budget. Twitter allows you to target your advertising market by both demographics and psychographics for ultimate reach to your most likely customers. Avoid automatic advertising and posting to have the best effect, and use the analytics tools offered by Twitter to measure your account’s success.
As the current most popular social media platform, Instagram offers a unique opportunity to showcase your workmanship and abilities through photos and videos. This platform is ideal for creating a portfolio of your company’s work and expanding your customer base according to service needed. Instagram currently has over 1 Billion users, 80 percent of which follow at least one business account which equates to unrivaled opportunity to show off your team’s skills. While posts on Instagram are not shareable, they do create unmatched awareness and linking opportunities.
Instagram offers business accounts that are able to target audiences by demographics as well as interests and behavior. Easy to follow metrics such as follower growth and impressions make Instagram a simple platform to use, even for the novice user. Ensure that your Instagram account is set up correctly to fully enjoy the benefits and metrics offered, such as company advertising campaigns. These ads can quickly be set up and are shown to an audience that you can customize by demographic and interest and operate on a PPC foundation.
Remarketing Tactics for Your Roofing Marketing Plan
Digital advertising has been named the most effective tactic for marketing to your customer base. With countless people using Google to locate services, products, and almost any other need, and Facebook to stay connected to the community, the marketing opportunities seem to go on and on. However, not every viewer equates to a customer. So, how can you create even more conversions and sales with your viewers? Remarketing is a marketing tactic that re presents your content to previous viewers for increased conversions and completions. Offered by Google and Facebook, remarketing techniques utilize a tracking code that is embedded in every desired page in your roofing website. Then, as viewers visit your site, they are tagged for later marketing efforts on Google, YouTube, Facebook, and other search platforms and increases conversion and completion likelihood.
Roofing Marketing and SEO Performance
Just like any strategy, your roofing site’s SEO performance should have a method of measurement to ensure effectiveness and efficiency. Fortunately, SEO analytics are easier than ever to track and record through the use of various analytics platforms and programs. Using these tools correctly can not only help you identify what is working but also what tactics could use revision to get maximum results. With the help of each of these tools, your site can expand its reach and its customer base organically.
Using Google Analytics Effectively
When you activate your Google My Business account, you gain automatic access to the Google Analytics platform. With these tools, you can find crucial information like bounce rates, keyword effectiveness, and more which can help you maximize your roofing SEO efforts. To begin using Google Analytics, just connect your website to the analytics tracker from the “Analytics” menu on your Google My Business page. Once your website is logged, Google Analytics will begin to track actions and viewing stats so you can effectively adjust and revise your efforts. While you can utilize a multitude of metrics and analytics tools from Google, the following tools are the most popular and most utilized.
Besides these helpful metrics, you can also take advantage of metrics and analytics that address more detailed information such as viewer behavior and experience to ensure that your site is always performing as well as possible. These Google analytics deliver real-time information and data that can be used to revise roofing marketing plans and calls to action, e-commerce efforts, and even Google Ads and social media efforts.
- Active users: This report displays the number of active, new users on your site in the last 1, 7, 14, or 28 days. Use this information to find out how effective your keywords and other SEO efforts have been.
- Lifetime Value: Discover the value of each viewer to your business and where they originated (i.e. social media, email, or organic search).
- Behavior Flow: Learn what path your viewer took through your site, from entry through conversion, to find out which of your calls to action and other efforts are most effective.
- Site Speed: Find out how quickly your pages are loading and how fast information is being delivered to your viewers to maximize your roofing site’s optimization.
Using Social Media Analytics for Productive Roofing Marketing
Facebook, Twitter, and Instagram each offer a set of analytics tools that can be used to measure your roofing marketing efforts’ effectiveness and reach. Use tools such as likes, views, and shares to find out how your audience is responding to your posts and adjust your efforts accordingly. You can also learn how many of your posts resulted in conversions and visits to your roofing website which can help decipher which marketing efforts are the most effective. These analytics tools can also be used to measure ROI on individual marketing efforts, an advantage that can be found only with online roofing marketing.
Along with the tools offered onsite, there are multiple third-party programs and sites that offer helpful social media analytics for both organic and PPC efforts. Companies such as SproutSocial, Unmetric, and BuzzSumo are great options for measuring effectiveness, reach, and conversions for all social media platforms. Use SproutSocial to discover the most searched hashtags, keywords, and key phrases and measure your post effectiveness easily and accurately. Unmetric offers real-time information as well as ideas and strategies for improved engagement and sharing. BuzzSumo offers unique analytics on website content that is shared to social media. Use this information to measure your content’s effectiveness.
Expert Digital Roofing Marketing for Your Company
While digital marketing may be the top platform in today’s world, utilizing this space effectively is often tedious and difficult. When you want the most out of your online roofing marketing efforts and dollars, the Roofing Webmasters experts are here to help. Our experienced marketing professionals provide guidance and advice on the best roofing marketing avenues for your business and work with you to create, implement, and measure your online roofing marketing for the ultimate ROI. Get custom Google Ads and campaign management as well as social media and website management for superior reach to your entire customer base. Our professionals provide regular updates and reports to ensure you always know exactly what’s going on with your advertising dollars. Our marketing team delivers:
- Website Creation and Management
- Regular Blogging
- Pay Per Click Advertising for Google and Social Media Accounts
- Social Media Account Management
- Google Ads Management
- Remarketing Campaign Creation and Management
When you need roofing marketing for your company that gets results that you can see, call the roofing SEO experts at (800) 353-5758 today. We provide complete online roofing marketing and advertising services that expand your customer reach and help to get your company the leads and opportunities you’ve been looking for. Call the Roofing Webmasters team now to learn how our roofing marketing team can help your business get found.
One of the keys for rocking roofing SEO is to make sure you cast a wide net of efforts to help search engines like Google see your business as a prime candidate for those coveted top search result spots. For this reason, many busy roofers hire a web marketing team (like us) to manage these ongoing efforts to perform better in the highly competitive space of local search engine optimization. But it’s still vital that you stay in the loop on what is happening across the web on your behalf so that you better track leads and help steer efforts to grow your client list. Roofers that utilize Off-Page SEO (or “off-site SEO”) are going to see the benefits of multiple entry points for website traffic and lead generation, so let’s dive into those for today!
On-Page SEO vs. Off-Page SEO: What’s The Difference?
The webpages and blog posts that seem to rank really well for roofing queries are utilizing what is called “on-page SEO.” Without seeing all the work behind the scenes — such as schema markup and keyword optimization — I know that these pages employ these methods because they wouldn’t rank well if they didn’t. Using strategy to best format and develop a page of content to perform well on Bing, Google, Yahoo, etc. is what will allow a page of content from your website or blog (both under the same domain as a best practice) stand out from the pack in an oversaturated market, content-wise, like roof repairs.
Off-site SEO, on the other hand, is the detailed work that takes place outside of your primary website and blog. These are citation listings (or home service directories, as they’re known too), social media pages, online review sites, and pretty much anywhere else your business name is represented. Even doing a guest blog post about the services you offer (in the vein of content marketing for roofing) is considered off-page SEO because it promotes your business (literally and figuratively in the rankings) without originating from your professional site.
We’ll talk specific tips to improve the latter for your company, but just remember that off-site SEO is internet marketing that takes place outside of your main website (hence the name).
Create Awesome Roofing Content To Build Backlinks
Building backlinks to help establish your website as authoritative and user friendly is a huge way to boost your Google ranking. But it also take a lot of work to make that happen. There are shady ways to make this happen, but harnessing the power of organic linking not only catapults your webpages, but also further helps differentiate your roofing company in a sea of roofers.
The single best way to get links to your website (including blog posts) is to write fantastic content that is highly linkable. Duh. But what does it mean?! Creating pages and posts that offer a solid and unique perspective on roofing repairs and the services you offer are going to naturally appeal to potential customers looking for help for their home or business (if you include commercial roofing services). When other sites or companies who value the information you’re putting out there link to your content and/or share via social media or email newsletters, you’re going to get some pretty great link love.
It’s OK To Ask For Link Love
Especially if you have a newer domain, which means your website just recently launched and you therefore don’t have the domain authority and age associated with your URL to hit the top spots, intentionally seeking some quality links is a great strategy. Trade associations, unions, fellow home service providers (who aren’t competitors, of course), and even realtors are great resources with whom to share posts and webpages you’re trying to optimize. But bear in mind, you have to ask. Don’t be passive and just send the link with a casual, “Just FYI.” No, ask them to link to your page from a specific spot on their website, social media presence, etc. Know what you’re asking for, be specific and direct, and you’re far more likely to get what you ask. This adds outbound links to their content, too, so it’s mutually beneficial and opens the door for a “you scratch my back, I scratch yours” relationships that could really get your phone ringing.
Don’t Share Content You’re Not Proud Of
It should go without saying that you shouldn’t tarnish your reputation by asking for links to crap. If the content marketing for roofing that you’re publishing is sub par, you’re wasting your time. There are a gazillion posts out there about roofing. If you want your webpages to be seen by more than a handful of people, it needs to be unique, done exceedingly well, and promoted by folks who recognize the awesome work you (or your content writers) have done.
Claim Citation Listings To Bolster Your Roofing Business
Citations are essentially any other spots on the internet where your roofing business shows up, other than your primary website. So this includes:
- Angie’s List
- Better Business Bureau
- Google My Business
- Social Media pages for roofing
If you do a quick search of your roofing company, you’re likely going to find that you show up all over the place. This is great! Thing of these as “ins” that you can maximize, and remember that each and every one is a potential referral source. Of course, you should always prioritize efforts and make sure that the top ranking citation sites are getting your attention first. Claim those listings whenever possible, and make sure that you’re putting a personal touch on every home services directory that allows it.
Citation Content Is Still Content…Work It!
The top priority is making sure that the NAP information — name, address, and phone number — listed on all the directories in which you are listed on the first few pages of the SERPS is correct. That’s an easy lead source that simply needs a moment to verify the accuracy of the contact information so you don’t miss calls due to an innocent typo.
Beyond that, consider any fields in which you can enter text as opportunities to infuse your high-volume roofing keywords and deliver consistent messaging about the services you offer and what your company stands for. There’s a tendency to want to make each site a little different, but bear in mind that they are unlikely to serve the same client (so it’s not as though the same person is seeing every single listing). Also, it goes a long way for establishing your business as legitimate when Google (and others) sees consistent, accurate information about the company. (And the opposite is true too, which is why you shouldn’t try to optimize for keywords that are irrelevant to what you do, or advertise services you don’t offer just to get calls. That’s not helping anyone, and will actually hurt you if discovered.)
Don’t forget to include:
- Area served
- Business hours
- Links to online review sites (unless the listing site has reviews)
- Payment methods (and financing, if available!)
- Social media pages
You don’t have to spend time to tending to every single citation out there, but focus on the top performers, both in terms of Google rankings and in terms of lead sources. (If you’re not asking leads how they heard about your company, you’re missing out on a massive source of information to help you maximize marketing efforts and keep your phone ringing daily!)
Increase Google Reviews To Improve Off-Site SEO In A Big Way
Google is without question the search engine giant, so that’s why you’ll hear them called out over and over again from us. While your Google My Business page is hugely important in delivering correct, helpful information to homeowners looking for roofing repairs in your service area, Google Reviews in specific are a key area where you should hone off-page SEO.
Getting reviews in general is highly beneficial in a consumer market where feedback and public opinion is valued (and it is). In particular, Google Reviews are tied directly to the pinnacle of internet marketing success, so let’s work that resource for all it’s worth! If your online review strategy in the past has focused largely on HomeAdvisor, Yelp, or any other citation page, that’s OK. In fact, cheers for having intentionally chased those reviews to build up your business. But now make a concerted effort to drive reviews to Google, as the volume can improve your rankings, as well as provide a nice cushion for the inevitable mediocre (or even bad) review.
A Note About Bad Reviews on Google
Even the most customer service-oriented businesses can be hit with a sub par review. You haven’t failed, nor should you launch into a full scale counter-attack. Take a deep breath, know that this is something business owners have had to deal with since the dawn of time (though in different forms, pre-internet), and put on your professional pants. Taking the time to acknowledge and respond to poor reviews with grace, humility, but also confidence in the roof work you deliver is everything. You can easily counteract a negative comment (in fact, the more negative, the more viewers will dismiss it as unreasonable to begin with) with a steller response, and this can even invite more reviews and speak highly to your character as a businessman/businesswoman. Don’t stoop, don’t bicker, and don’t give away the farm. Contemplate a fair response, get counsel from a mentor or partner if needed, and move on. Job well done!
If I had to pick one element that could make or break a roofing company website, it’s content. There are many, many aspects of web design and development, SEO, and internet marketing that should be managed well to effectively compete with other roofers (especially in dense service areas), but the heart of it is all is quality content. If you’re not providing deep, relevant content for roofing repairs and services to serve both potential customers and search engines like Google, you’re not going to see results from other efforts. It’s a cumulative effect, and you can’t afford to no-show for this very powerful component.
So what does quality content for roofers look like in 2019? Given the constant changes in web marketing and search engine algorithms, it’s important to keep with the times and ensure you (or your SEO management team) are poised for success to keep your business thriving and your techs busy!
What Quality Content Isn’t (Hint: Keyword Stuffing Is Gross)
Because many roofers are still a bit skeptical about whether or not they even need a website for roofing services, it’s not uncommon for us to come across clients whose existing sites are malnourished, so to speak. Or to be more precise, they’re hopped up on junk food. They may have a domain up and running, but the pages are minimal and the content is a hot mess. It used to be fairly common practice for corner-cutting SEO companies to churn out webpages that amounted to little more than subject-specific spam. Sure, it was moderately germane to roofing, but the actual words were a garbled disaster of keywords, crammed together in an attempt to trick search engines into better ranking.
It’s 2019, folks, and this crap won’t fly. Google has, with each algorithm release, increasingly drawn the line on what good content is for SEO, and what is not only considered bad, but will actually get you punished. It baffles the mind that some people still try to take this approach, especially given that Google is explicit in their rules around quality content. Not to mention, who is reading that junk? If the point of a website is to attract new customers and/or appeal to search engines to get more traffic, keyword stuffing is accomplishing neither.
Strong Roofing Keywords Are Still A Great Way To Boost SEO
The takeaway here isn’t to avoid keywords. Roofing keywords are still really important to optimize well for the services you offer and area you serve. Choosing the right keywords is important, but utilizing them well is the real key. By incorporating them prominently in your content in a natural way, potential customers will find the information on your website helpful and valuable for their search.
Use some of our suggested keywords and keyword phrases to help anchor your webpages around subjects that are relevant to roofing, but also popular enough to warrant lots of searches. By optimizing for both popular and less common keywords related to roof repairs, you can make steady progress on ranking better.
Don’t Forget On-Page SEO With Those Keywords
In our Definitive Guide for Roofing SEO, we discuss the importance of On-Page SEO. This is how you take steps beyond content writing to incorporate those strong roofer keywords into more detailed aspects of the web design and code to really help your pages get some traffic. This includes:
- Alt Text
- Header Tags (H1, H2s, etc.)
- Meta Description
- Title Tags
- URL Slugs
We won’t go into each of those aspects here, but this is the level of detail that comes when you hire professional content writers to manage your internet marketing. If you’re just trying to check a box when it comes to your company website, then these are the types of elements forsaken in the process. But if you’re wondering why your competitors are nailing the top spots month after month on Google searches for the services you offer, it’s this type of investment in organic SEO. (Consider real quick that an expertly-optimized service page can hit the top spot for years, garnering more and more traffic for a site, and eventually establishing itself as a veritable authority across the board because of a strong overall web presence, anchored in fantastic content. This is the investment that keeps working for you!)
Original Content Is Non-Negotiable: Write What You Know
One of the biggest SEO mistakes for roofers that we identified a few months ago was scraping content. Because of the lackadaisical attitude toward their website, we’ve seen clients who actually paid for plagiarized content from a web marketing company and had no idea that it was likely killing them in the local keyword rankings. If you’re struggling to show up well in Google SERPs and on Google Maps, the content your site is offering is a prudent point of examination.
Having stated the obvious that quality content means original content, it’s important not to get saddled with the idea that you’ll never be able to contribute content for your own site. That’s simply not true. It’s understandable that you may not want to take on this responsibility, given the sheer volume on your plate as a business owner and busy roofer. But if you have a desire to manage some aspect of your SEO content writing in-house, it’s not rocket science. Posting to an internal blog (meaning it’s part of your main business site, not on a different platform) is a great way for our clients to take the helm on publishing content that is truly from their own mouths, so to speak.
New Blog Posts Are A Great Way To Leverage Content Marketing For SEO
Google loves to see regular updates to your website, and publishing new blog posts is a great way to show steady activity. But we’re not asking you to become a bonafide blogger. Even just a post once a month can do your site some good, with more frequent posts driving up the value.
Content Marketing is an approach that really makes the priority awesome content and valuable resources that help drive leads to your roofing company. The focus here is not on explicitly pushing your brand name, but on making your expertise well-known and establishing yourself as a trusted authority for roof repairs. If you think about, this is a great perspective for blogging, as it gives a sense of purpose to every post. The best blog post titles are actually questions your customers may ask, literally posed as a question. Those optimize beautiful for queries, especially since you’ve honed in on a specific user intent!
Use The Buddy System For SEO Content Writing: Proofreading Matters!
There is a more lax approach sometimes taken in terms of content published online, but remember that every piece of text you put out there — be it a blog post, a webpage, a social media post, or a citation listing — is representing your roofing business. You are not going to look very professional if every other sentence on your homepage is littered with typos, or if the content of service pages is difficult to decipher through awful sentence structure and punctuation snafus galore!
This doesn’t mean you need to brush up on a style guide before ever attempting to post, but it’s a great idea to employ the Buddy System when it comes to content writing. Our team always proofreads content we deliver for our clients, making a stop through the editor or at least a copywriting colleague before shipping. Having someone else read through your roofing content will help catch simple mistakes that are easy to overlook as you craft the copy (because the brain will often see what you meant to write, not necessarily what is there), as well as help you validate that the information is clear and/or addresses the question/need as desired.
Don’t Forget To Check Citation Listings
Whether it’s Google My Business, Angie’s List, Yelp, or any other third-party site that references your company as a listing, it’s important to claim that online citation to ensure the NAP information is correct. Beyond that, claiming and managing that listing is another great opportunity to put your strong roofing keywords to good use and include some unique, quality content. I find that a lot of these listings are done hastily and without much thought, so be sure to proofread these too, as they’re a valid entry point for new customers looking specifically for your services!
You Don’t Have To Be Shakespeare To Deliver Awesome Roofing Content
OK, so Shakespeare’s writing about roofing would likely be rather poor given he wasn’t a roofer. (Remember our tip to write what you know! That goes for this guy, too.) But the point remains that you don’t have to be a professional copywriter to still present a professional front for your business. Quality content is all about serving the viewer and ensuring that it’s clear what your roofing company offers to best rank on Google and boost your SEO. More so than ever, 2019 is all about relevant content that helps a user get the information they want. So put your best foot forward with roofing online marketing that is helpful and crafted with care!
Local roofers have lagged behind other industries when it comes to promoting services through digital means. While some businesses have thrived on internet promotion, local roofing contractors have not fully capitalized on the internet’s powerful marketing influence. In 2019, roofers can use search engine optimization to attract new customers at a rate they’ve never before experienced. Since local roofing companies are often passed down from one generation to the next, old-school marketing measures have remained part of the fabric of the industry. But consumers are no longer looking through the Yellow Pages for a local roofer, nor are they as affected by a local TV spot (most people are watching streaming video). Internet channels have replaced those antiquated platforms as the means through which local customers find qualified roofing services in their area. Whether it is a simple Google search that produces organic results, or one that that yields Local Maps results and NAP citation listings on Facebook, the world wide web is the go-to source for a roofer’s target customer in 2019.
What is Roofing SEO (in 2019)?
Roofing SEO is the process of refining digital content in order to rank higher on Google search results for topically relevant keywords.
Why Roofing SEO is Important?
Let’s say you own and operate a roofing company in Lubbock, TX. Ranking #1 on Google for “roof repair in Lubbock, TX” and other similar terms will drive relevant consumers to your business. Whether they find your Google Maps listing on the Local 3 Pack, or they find your company website on traditional organic results, they will be exposed to your name, address, and phone number, at which point they can contact you directly. In short, higher rankings translate to increased lead generation and ultimately more sales (which is what every roofer wants!)
Not every visitor guarantees a lead of course, as there are steps to a successful digital marketing strategy that go beyond the rankings themselves. For example, once a visitor enters your website or views your listing, you want to make it as simple as possible for them to contact you. Furthermore, if they enter your website, you want your services to be explained clearly so that the prospective customer can quickly determine that you provide what they are looking for. Executing each of these tasks, along with others, is known as the process of conversion rate optimization (more on that later). But before CRO is needed, SEO is required.
Think of SEO as a form of inbound marketing. Instead of old-school tactics that would disturb a potential customer, like telemarketing for example, SEO encourages consumers to find your services on their own volition. As consumers have become more aware of manipulation in the digital age, they’d much rather feel in control of their own decision making process, than to have a service imposed onto them by a heavy handed conglomerate.
SEO Strategy: The Planning Stage
Optimization is not something that can be executed as-you-go. For SEO to work, a strategy must be prepared prior to its implementation. The foundation of an SEO strategy is keyword research. For roofing contractors, the goal is to identify terms that will attract the most relevant consumers to your website and other digital entities. From there you’ll want to note the keyword’s search volume, difficulty, and competition level, all of which can be measured through tools like Moz, SEMRush, and even Ubersuggest. Choosing the right keywords will instruct each subsequent action, such as developing a URL hierarchy, writing content, and executing on page SEO.
Keywords and the search queries that inform them don’t exist in a vacuum. There’s a method to keyword research that is calculated and intentional. In many ways, a keyword represents your target customer. If you run a roofing company in Hartford, CT, you aren’t going to want clicks from people in New York City. That’s obvious, but there are also other characteristics of a target customer that are less blatant. For instance, if your keywords target people who want commercial roof repair but you only offer residential roof repair, you’re wasting your time and theirs. You also hurt your chances of securing a top ranking spot, as visitors who want commercial services will exit quickly and increase your site’s bounce rate (more on that later).
Don’t worry. Local websites aren’t competing against everyone in the country for the same term. So high volume keywords like roofer, roofing company, roofing services, etc. are dependent on the searcher’s location. Every roofer should be aware of the top roofing keywords before starting their more extensive keyword research. These terms are the basis of your overall strategy, and can help you brainstorm ideas for long tail keywords that will be even more relevant to your local business and help you generate the right kinds of roofing leads in 2019.
For local roofers, the most optimal keywords include reference to the target service area. So for example, the keyword “roof repair” shows consistently high volume throughout all parts of the United States. If your company serves Atlanta, GA, your keyword would be “roof repair atlanta” or “atlanta roof repair.” In other words you want the keyword + location to create a local keyword. Many of the tools previously mentioned, Moz, SEMRush, etc. can show you the volume of local keywords. For example, “roof repair atlanta” has a search volume of 11-50 according to Moz and therefore would be a better term to target than “atlanta roof repair” which has a volume of 0-10. You should still use both terms within the body of your content, in support of something we’ll discuss in greater detail later; Latent Semantic Indexing (LSI) … but for your traditional on-page SEO (meta, title, headers, etc.), “roof repair atlanta” will be the more valuable search term.
Roofing websites that are most successful have interior pages describing more specific services offered by their company. Just like with your homepage, these internal pages will need to target keywords to help them rank. Let’s say your company provides modified bitumen roof installation. If so, you’ll want to research the volume for terms like “modified bitumen roofing services” and “modified bitumen flat roof installation.” Once again, you will want to add the location term to make it long tail. So if you operate in Louisville, KY, the keyword would look like “modified bitumen flat roof installation louisville.” With such a long tail keyword, you’d have a significant chance or ranking in the top 5 on Google for that search query, and if you execute it well, possibly even #1.
URL Structure & Hierarchy
Once you research and identify the best keywords for your roofing company, you must construct a URL hierarchy that will instruct how your pages are formed. Every website has a homepage, and most have an About Us and Contact Us page as well. What separates roofing websites from one another is the structure of the site and how deep it goes. Main service pages are going to be known as top level pages, sometimes called parent pages. For larger roofing companies who provide both residential and commercial services, each one of those main categories would represent a parent page. Underneath those main pages on the hierarchy would be more specific pages, known as lower level pages or child pages. So commercial roof repair would be a child page of commercial roofing while residential roof replacement would be a child page of residential roofing. Child pages can be drilled down several levels. If you have a parent page of commercial roofing and a child page of flat roofing, you can have yet another child page beneath that for something like modified bitumen. You should not go more than 3 pages deep in a hierarchy however, as longer URLs are more difficult for Google to crawl and therefore less likely to rank well on SERPs.
Images & Videos
User experience is important for a website’s performance and that’s why images and videos should be pre-selected in an SEO strategy. If you’ve designated certain images for certain pages, you prevent duplication and accidental misuse of wrong pictures. The best images are always original, meaning they are shots of your actual company, facility, employees, equipment, and transportation. The worst images are stock photos, which are last resorts for roofers who don’t have any photos of themselves, and don’t care to take out their iPhone and snap a couple on an early Tuesday morning. To really maximize a site’s performance, original and unique images are necessary. With advancements in technology, specifically that of smartphones, this is easier than ever to achieve. Once you denote images for pages, you can complete your SEO strategy, and start using it for the implementation stage.
Search Engine Optimization: The Implementation Stage
SEO is a massive-scale undertaking that is best understood when broken down into subcategories. Because it is such a wide-ranging concept, it’s best to define aspects of optimization from an inverted perspective. In other words, if the ends (improving search ranking) justifies the means (the step taken to achieve it) than it is without question an aspect of SEO. You shouldn’t expect to understand every optimization method utilized on the web at first glance. In fact, there will be several concepts that will seem foreign to you, at least initially.
By constructing a strategy prior to implementation, it can instruct the optimization process in real-time and ensure precise execution that has been supported by research and critical thought. Like we said towards the beginning, SEO is not an as-you-go process. Yes, Google will evolve its algorithms with each passing week, year, and decade, but the goal for roofers is to create a foundation strong enough to withstand advancements and malleable enough to evolve alongside them. Research and planning is the only way to ensure that that is in fact the case.
When visitors arrive at your roofing website, they make a subconscious decision about it within seconds. Most of the time, this decision instructs whether or not they stay on your website, or move on to the next result on the corresponding SERP. There’s several factors at play that influence a user’s experience. Some of them are less tangible, like aesthetics, while some of them are more definable, like resolution. Aside from how the site looks, users covet simple navigation, clear and convincing calls to action, clean graphics, and instructive menus. Overall, visitors of a roofing site want to feel secure with the company’s reputation and leave with an impression of trust and reliability. One common indicator of a scam website is obsolete design. If it looks like your business page was created with DreamWeaver in 2003, you can expect Google to confirm the suspicion by removing it from the top of search rankings. The front-end view of a website is not the only portion of its design. The back-end is also part of the design process. Clean code, including schema microdata, which helps Google parcel data, can help a site rank well on SERPs despite the visitor never actually seeing the raw code with their own eyes.
The most important part of local SEO for roofers is contact information. Since the lead conversion funnel is predicated on the visitor’s call to action, NAP visibility is paramount. For those unfamiliar with the acronym; NAP stands for name, address, & phone number and that information should be clearly evident on each page of your website (especially the homepage). In addition to its presence, its accuracy is equally as vital. A mistake with your company address or phone number can result in a substantial loss of leads. Worse yet, it can initiate a snowball effect that drops your rankings because of poor user experience, inconsistent NAP listings, and decreasing trust authority. Sometimes a small error can have a large implications for a roofing contractor. For this reason, doing a check of your phone numbers on each page is a good habit to get into.
Call To Action
A call to action (CTA) is often an urgent showcasing of your contact info. To put it simply, it is the incentive that encourages a website visitor to actually call your number, or to complete some other kind of action that gets them inside your sales funnel. The simplest CTA’s urge a user to call your number straight from their mobile device (i.e. a clickable phone number button) while more complex CTA’s cast a less demonstrative hook such as a “Free SEO Audit” button.” Sometimes the latter CTA is effective because the prospective customer remains uncommited to your services. This casts a wider net and also gets a larger volume of visitors through the initial point of of your sales funnel. It’s not as easy to convert these groups as it is with people from direct phone calls, but it at least puts them on your radar and generates some buzz for your local roofing company.
Nothing establishes trust better than personalization. We touched on this earlier, and will drive home the point right now. A roofing company website should display images of your roofing company. Photos can be created in a number of different ways. It can be as simple as snapping some photos of your employees and trucks with your smartphone device. It can be as advanced as hiring a professional photographer to follow around your crew for an entire day. The moral of the story is this; you have a multitude of options to personalize your website. As is the case with many of our recommendations, executing this strategy is especially important on the homepage. Prospective customers want to know who they’re dealing with. Stock photos that are found on free use image websites won’t convey trust or appeal, and will discourage website conversion rates.
Badges & Accolades
Images of your business create trust through personalization while badges and accolades create trust through reputation. If your business has ever received any type of certification, you can receive a digital badge for use on your website. This can be from national organizations like the Better Business Bureau or local ones like your regional Chamber of Commerce. Other ideas for badges include newspapers and news websites on which you’ve been featured. Have you ever been interviewed by a local reporter? If so, you can absolutely add an icon of the newspaper in an “As Seen On” section of your website.
Images are great, but videos are even better. If you have video of some of your roofing jobs, perhaps before and after shots, they can really take your website to the next level. Video is the fastest growing content asset in the world, and very few roofers feature them on their company websites. This represents a market inefficiency for roofing contractors who can capitalize by simply taking the time and effort to produce videos. Again, some of this can be done using a modern mobile device, and the need for a professional videographer is not required. It’s most ideal to first upload your video to YouTube and then embed the code from that video into your website’s HTML. This way, you have a chance to rank on Google video search, YouTube search, while at the same time enhancing the value of your company website, which can in of itself improve its ranking. Another great multimedia format is audio, especially in the form of podcasts which can by syndicated through major outlets like Apple and Spotify, both of which will increase brand appeal almost instantly.
Most roofers are aware of the importance of Google Reviews but did you know that showcasing testimonials on your homepage can be an SEO factor as well? For one, reviews are user generated content, which Google loves. Secondly, verifiable reviews showcased on your company’s homepage manifests an enhanced user experience while embedding trust within the consciousness of visitors. There are plugins that exist to show reviews on a homepage. One of them is Righteous Reviews, which actually helps roofers generate more reviews on Google and Facebook, while showcasing the ones they already have directly on their website. A plugin like this is the best of all worlds because it combines user content, trust, and brand awareness.
In 2019, it shouldn’t be a surprise to learn that most visitors are accessing websites through a mobile device. With this knowledge, every roofer should ensure their site is mobile optimized. With the onset of Google’s mobile-first index update, they’ve made it clear that pages with mobile appeal will be given priority on search results. There’s no shortage of factors that can enhance a mobile webpage, and the same is true of factors that can ruin them. Enhancements include responsive design, clean navigation, and clickable calls to action. Negative factors include viewport distortion, slow loading times, and image misalignment. As you might imagine, the attention span of mobile users is exceedingly short, and there’s little that can be done to retrieve it once it has passed.
Google Analytics Tracking
The best tool Google has to offer roofing companies is Google Analytics. It provides measurable results of your website’s performance and can produce reports to help improve weaknesses and capitalize on strengths. Perhaps the most important feature of Analytics is the Acquisition Report. This report tells webmasters how many visits their website is getting on a daily, weekly, monthly, and yearly basis, including a breakdown of where the clicks are coming from (i.e. organic, direct, referral, etc.) Although Analytics is somewhat limited in that they reveal very few of the exact search queries that lead to your clicks, simple comparative analysis can help you deduce exactly what is driving your traffic and instruct ways to take the next step moving forward in 2019. If you see sudden shifts in your traffic, either up or down, you’ll be able to diagnose issues and address website needs.
Browsers in 2019 will warn users when they are on a website that is not secure, meaning one that has http:// instead of https://. If you are unfamiliar with SSL security, it is a security protocol that protects data transfers over the web. Sites that have it enabled are https:// addresses, which is exactly what you’ll want your site to display. Not only is SSL indicative of trust but it makes for a superior user experience. While roofers rarely sell products online (e-commerce) they still want to create the optics of strong security. Because it can influence a user’s perception of your site, SSL must be considered at the very least; an indirect SEO ranking factor in 2019.
Local SEO for Roofers
Local roofers will rely heavily on Google My Business and Google Maps to help their business rank on local search results. The address listed on your homepage (something we discussed previously) should exactly match the one listed on your Google My Business listing which will in turn appear on Google Maps. The goal is to appear in the Local Map Pack which is a snippet of the top 3 Google My Business listings in a particular service area. Of course you’ll also want to rank on traditional organic results for queries involving your target keywords and locations. Keep in mind that you should only target cities that you can actually service, and that the closer your address is to the target area, the more likely you are to rank for the term, especially on Google Maps.
Some companies are large enough to where they require multi-location SEO. This is only true for roofers who have more than one legitimate business location with a verifiable address. Since Google My Business listings are verified through postcard confirmation, any kind of illegitimate address is prohibited. These include virtual offices, PO boxes, and any thing that cannot be considered a place of business. Google My Business recently altered their requirements for business that operate out of a house. If your roofing business address is also your residence, Google My Business asks you to not include the address itself on the listing. Still, you’ll need to verify that address privately using the aforementioned postcard verification method.
Local Business Citations
Most contractors have heard of directories like Angie’s List and HomeAdvisor which are platforms for NAP citations. There are countless amounts of directories on which to cite your local roofing business. From niche directories like Angie’s List and HomeAdvisor to more generalized platforms like Yelp and BBB. Some of these directories offer premium services which you should consider separate from the citation itself. The goal is to claim all of your free citations and to ensure the accuracy of the ones that already exist. Sometimes you’ll find that citations exist which were never manually created by you. This can be from data mining sources like Acxiom which pull your company info from public records and then sell it to the major data distributors. Tools like Whitespark and Moz Local can help you claim and correct citations.
In congruence with claiming business citations on local business directories, you’ll want to simultaneously ensure the consistency of each of them. Tools previously mentioned like Whitespark and Moz Local can help streamline that process, especially for tenured businesses that have thousands and thousands of citations. Accuracy is of course the most important factor, but consistency matters as well. Even if your address uses a suffix that varies in spelling, you want it to be identical on every citation. For this reason, choose a singular suffix spelling and stick with it for every citation.
Google My Business Optimization
Google My Business is a directory in of itself but it is also so much more than that. It is the central hub of your entire local SEO strategy. Not only should your GMB listing be claimed, verified, and accurate, but it should also be optimized for conversion. We spoke previously about website conversions, but Google My Business listings can also be a major source of leads. The best way to increase conversions is to optimize your listing with company photos, Google posts, and Q & A content. Furthermore, you want to include the Call Now button so that mobile users can click straight from their mobile device, and connect with you through a call.
Even roofers with one location often serve multiple cities within a radius. To reach those cities, you must create unique and informative city pages which are optimized for their own respective locations. We strongly discourage mass production of city or county pages, which is a tactic that is known as “spinning.” Spun content is written by software AI and makes readability robotic and spam-like. Some local contractors use the software anyway to mass produce pages for every city, town, and even county within their general area. Google has smartened up to this pitiful concept and started to penalize websites that engage in it. You should still write city pages, but they should be unique and specific to the location that they are optimizing for, rather than a re-hashed duplication of another page.
On-Page SEO for Roofers
The optimization components most widely understood by the general public are methods known in totality as on-page SEO. They include the alteration of title tags, meta descriptions, header tags, URL slugs, as well as content writing. The SEO strategy created earlier in the process will be used most frequently with on-page SEO. You will take the keywords chosen in your research phase and implement them onto your web pages in a variety of formats. Most roofers who have some knowledge of digital marketing associate SEO with on-page methods, and rightfully so. They are the most straightforward tasks and the ones that are most frequently discussed in the mainstream.
Roofing SEO takes time and patience but it also has lasting influence. When you optimize a page for search, you are not just looking for short term gratification but also for long term equity. Pages that you create and optimize today could end up serving your business well for decades to come. As they grow older and gain tenure, they will also gain authority. The better your pages are optimized, the higher they will rank, and the more they will venture into other forms of SEO including off-site SEO, local SEO and technical SEO. Knowing this, it is important to be precise when performing on-page tasks.
The keywords included in your strategy will be deployed in a variety of ways during on-page optimization. From title tags to meta descriptions, and the body content in between, you should make proper use of keywords by placing them in the most opportunistic spots. The left hand side of any of the elements mentioned is normally that spot. But be careful, you want to avoid redundancy and you want content to enhance the reading experience, not hinder it. So if your keyword is roof repair in city, your title could be Roof Repair in City, your H1 could be Roof Repair Services, and your meta description could read; “Roof Repair Services From [Company Name] Are Affordable, Reliable, and Easy to Schedule. Residents of [City, State] Can Call [###-###-####] To Schedule Their Services Today!” You now have the keyword in three on-page elements without any of them sounding spam-like or misleading. You should follow suit for H2 and H3 tags, as well as image alt text and the paragraph content on the page. One thing to remember at all times is; never stuff keywords. Only use the term within your paragraphs when it makes sense to the reader.
Latent Semantic Indexing (LSI)
Prior to 2012, website could often manipulate search engines through keyword stuffing. They would use a keyword term over and over again at the expense of content readability. Since Google was less adept at grading user experience back then, the poor content quality did not lower the page’s ranking. Fast forward to 2019, and the opposite is now true. Keyword stuffing not only doesn’t help you rank anymore, but it can hurt you to the point of penalization. So what should you include instead of redundant keywords? The answer is semantic search. You can use LSIgraph.com to find topically relevant terms that are associated with your primary keyword. You should use your main term a couple of times, and then use the other LSI keywords to supplement it. Again, always prioritize the reading experience first and foremost. Anything that looks like spam will hurt your chances of ranking. LSI as a concept is about topical relevance. When Google sees related terms all existing in a single page of content, they will attribute a macro-level relevance to the page itself.
The Title Tag or SEO Title of a page is the one that appears on Google SERPs as the clickable portion of the result. You want keyword relevance of course, but you also want something that urges people to click. When a user clicks on a page it increases its click through rate (CTR) and sends a signal to Google that people like what they see from your initial result. This can be a double edge sword if you’re not careful. You want an appealing title tag, but also one that is representative of your actual website and services. You don’t want to mislead anybody, because they will just exit immediately if they feel like they’ve been swindled. For local roofers, you won’t need anything too over the top within a title tag. It might be something as simple as “Roofer in Atlanta GA | Schedule Your Roof Inspection Today.” Google Analytics will help you monitor the click through rate, and you can adjust your title tag based on behavioral metrics. Moz can help you preview a title tag to ensure it’s within the character limit for optimal presentation.
The text underneath the title tag on a SERP result is known as the meta description. Depending on who you ask, the character limit is either 150-160 or 300. Google had temporarily changed the way they showcase certain meta descriptions, but have since resorted back to their original methodology. A meta description should appeal to the search engine user in the same way the title does. It’s not quite as important because less people actually read it. Still, it helps to have one instance of the keyword, and an accurate depiction of what the user will find when they click through. You can even include your phone number towards the beginning of the meta description so that consumers have the option to call you before ever entering the site.
Headings are important for formatting purposes, but research shows that they also matter for search rankings on a more direct level. There are several types of header tags. You have your H1, your H2, and your H3. Some websites even have H4s and H5s depending on their style sheet. The header that matters most for on-page SEO is the H1. It is essentially considered a subtitle on a given web page. That’s why it’s ideal to have your keyword within the H1. But as we stated before, your H1 should never look spammy. The keyword must fit naturally within it and make sense within the context of the page. H2s and H3s are more important for formatting than anything else. But as you should know, formatting enhances the user experience, which positively impacts search rankings. They also serve as a great way to categorize sections of a page.
The URL slug or the permalink is the section of a web address that appears on the right hand side. So if your website is MyRoofingCompany.com and your page is created as a lower level page underneath a parent page like Residential Roofing, your URL Slug would be MyRoofingCompany.com/residential/enter-url-slug. What you fill in as the URL slug should be topically relevant, concise, and if possible, include the keyword. An example of a good URL slug for residential roof repair is MyRoofingCompany.com/residential/roof-repair. You’ll notice how that reads better than an alternative like MyRoofingCompany.com/residential/residential-roof-repair. There’s less redundancy in the former example, and the latter one is harder for Google crawl and also uglier to look at for your visitors. URL slugs are known also as permalinks because they are in fact permanent. If you end up not needing the page anymore you can implement what is known as a 301 redirect, which will auto-direct a user from that page to a newer one. Still, the permalink will remain intact.
Image Alt Text
A sometimes overlooked on-page optimization factor is image alt text. It is the description of an image on your web page. For those of you who don’t know, an image file should always be titled in lower case letters with dashes. If you upload an image of your roofing truck, a good file name would be company-name-truck.jpg … or something to that effect. Once the image is uploaded and embedded into your content, you should fill out its Alt Text. This is more or less a description of what the image is. So if it’s your truck, the Alt Text should be very similar to the title, something like; Company Name Truck. This is a small but effective task for on-page SEO.
Off-Site SEO for Roofers
If you’ve wondered why on-page SEO isn’t just called “SEO” it’s because there are other kinds of optimization that take place away from a website and its pages. These tasks are referred to as off-site SEO or sometimes off-page SEO. Regardless of which term you subscribe to, the concept is the same. Google evaluates signals from external sources to judge your web presence in totality. One of the strongest examples of this is inbound linking. In fact, inbound links were the original measure of a website’s value and remain one of the most important ranking factors to this day.
Although link building was once easy to manipulate, that is no longer the case. Successful off-site SEO requires more work than it once did. For links to hold value, they must be relevant to the entity to which they link. A diet pills website that links to your roofing repair page will not do much to boost its value in the eyes of Google. Links come in many forms, including from social media platforms, business listing directories and other websites throughout the net. The goal for off-site SEO is to expand brand awareness and develop a web presence over time.
A company website is not the only representation of your roofing business online. With Facebook, Instagram, Twitter, LinkedIn, and YouTube, roofers can leverage free social platforms to expand brand awareness. Since these web entities exist exclusive from your main site, they are considered “off-site” and therefore; part of an off-site SEO strategy. Many times with social media, on and off-page methods can be merged. For instance, sharing an internal blog post on your LinkedIn feed contributes to both on and off-page elements. Moz also considers social signals to be a local ranking factor and so social media activity in of itself is likely to enhance your overall development.
There’s so many ways to build inbound links to your website, some of them help and some of them hurt. Antiquated tactics such as buying links from blog comments or PBN’s are frowned upon by Google. While they won’t necessarily cause penalization in 2019, their zero-sum value contributes to a depletion of resources. Better ways to build links involve networking with other web entities or personalities, including marketing influencers. Blogger outreach is a way to pitch your website’s relevance for inclusion in a guest post on another domain. The more relevant the domain is to your roofing company, the more link juice will navigate towards it. Earning links naturally remains the safest and most effective strategy, and writing great content that ranks is the best way to achieve that goal.
NoFollow Link Building
Since major web entities like Facebook and Yelp hold so much authority online and since any individual can embed a link on their page, Google qualifies these links as NoFollow. What that means is that while they can still contribute to brand signals, which is a more subtle form of authority building, they won’t actually boost your domain authority score as measured by Moz, or any similar metric from SEMRush, AHRefs, and Majestic. Despite this exclusion of direct influence, the value of NoFollow links should not be dismissed. Google still crawls these links and acknowledges that they do in fact lead back to your website. Best of all, these links are coming from trusted sources.
DoFollow Link Building
Inbound links from regular websites (i.e. not social media or blog comments) hold direct influence over domain authority. Let’s say a blogger for a major local publication links to your roofing company website. The authority of their own site is transferable to yours. Let’s say they have a DA of 85 and you have a DA of 10. You can expect to move up a couple of DA points from a link of that quality. With enough volume of high quality links, you will begin to move up exponentially and increase your website’s authority. This is a factor in Google trust and something that can help you improve your position on SERPs in 2019.
Technical SEO for Roofers
Websites earn rankings not just from on-page optimization or off-site link building, but also from technical optimization. Technical SEO is executed behind the scenes on the back-end of a website. It involves the refinement of HTML & CSS coding as well as the implementation of microdata tags known as schema markup. Schema helps Google parcel data and most appropriately rank your website based on its subject matter and relevancy. Technical optimization also involves issues like 301 redirection, XML sitemaps, and site speed optimization.
For roofers without knowledge of computer programming, technical SEO can be the most foreign of all optimization tactics. To the average eye, HTML and CSS looks like nothing more than gibberish. But Google views the code far differently than an internet user would. To Google, the technical aspects of a website are important when determining their inherent value. Most of all, they contribute to the process of driving relevant users to websites that will address their needs.
When a webpage is no longer valuable to visitors it should be redirected to a more relevant page. The reason why you don’t want to just outright delete a page is because it has already been indexed by Google. If you delete a page it can cause major problems for your website and hurt your overall SEO efforts. With a 301 redirect, the URL destination will remain indexed but funnel the users who click through to a superior page without them even realizing what happened.
Every website needs an XML sitemap to encourage Google to index every page. Since not all pages will be internal links from the homepage, you still want them to be indexed on search engines. Sitemaps are particularly useful for websites that are larger in scale, as Google has a more difficult time crawling the amount of pages present on sites like these. Like with other forms of technical optimization, the goal is to make Google’s crawling process as simple as possible.
Site Speed Optimization
The Authoritative Roofing SEO Company
Marketing agencies come and go through the years and very few of them specialize in one specific niche. As you can tell by our very name, Roofing Webmasters is dedicated to the roofing industry. As a company specializing in SEO for nearly a decade, we are the clear choice for roofers looking to expand their web presence in 2019. With a combination of experience and skill, our team of webmasters is equipped to handle any marketing venture a roofer chooses to pursue. Because of the magnitude of your investment, choosing the “right” SEO company can shape the future of your business.
Roofing Webmasters follows Google’s guidelines to ensure that all tactics are white hat. We don’t participate in black hat tactics such as keyword stuffing, doorway pages, or sneaky redirects. Because Google is the top search engine in the world, and almost certainly will be for the rest of our lifetime, we view their recommendations as the gold standard of SEO best practices. Our team consistently monitors the industry for new trends and executes them ASAP.
As the most noteworthy Roofing SEO company in the United States, we have hundreds of clients on board. We have helped develop online visibility for all kinds of roofing businesses, from those just starting up with a brand new domain name, to those who’ve been around for multiple generations. In each scenario, we implement our core principles while also integrating the client’s personal vision. As Google continues to evolve to best satisfy the needs of its users, we parallel their forward progress to maximize the search visibility for our own clients, not just in 2019, but far beyond.
Call (800) 353-5758 to Discuss Our SEO Services for Roofers
Employing a solid, strategic social media marketing plan for your roofing company is a great way to reach the millions of users who tap into social media on a daily basis. According to Pew Research Center, over 64% of U.S. adults aged 18-64 are on at least one social media platform, including Instagram, with greater use amongst the younger cohorts.
Social media usage amongst U.S. adults as of 2018 (Source: Pew Research Center)
There are many platforms to choose from, and new ones emerge or morph seemingly all the time, but focusing in on maximizing your presence on the social media sites/networks you choose to leverage for new roofing business will help your overall SEO strategy get a boost.
Today we’re going to focus in on one social media platform — Instagram — to learn more about how to show up well for Followers and launch Instagram Sponsored Posts that actually encourage quality roofing repair leads for your company!
How Does The Instagram Algorithm Work In 2019?
There is always speculation and experts who will claim to know exactly how to best a given algorithm — be it Google, Facebook, or Instagram — but the most prudent advice is to listen to what the Big Wigs are saying. For example, when Mark Zuckerberg announced in early 2018 that Facebook was focusing on “meaningful social interactions,” as he worded it, it makes sense to think about how you, as a business, can tailor Facebook Ads and posts to align with this direction and intent. Don’t try to “beat it,” but understand that there are better approaches than others to perform well on a given platform, so start with an open mind as you optimize social media marketing.
When it comes to Instagram marketing, it shouldn’t be a surprise that the best practices dovetail with the direction Zuckerberg shared for Facebook, given that Facebook owns IG. The goal of the social media leaders is to encourage engagement, to keep social media social. So tough love moment: if you show up on Instagram just to “sell,” you’re missing the point.
If you take nothing else away from this article, remember: ENGAGEMENT. In the world of Instagram, this means comments, Direct Messages, and utilizing features like Questions and Polls in your Stories. We’ll get into more detail on some of these shortly with specific tips for working the Instagram algorithm for roofing SEO, but don’t forget that it’s the active actions that will boost visibility; not passive actions, such as mere likes and views.
Step Outside Of Your Instagram Feed To Engage Better
One of the most important aspects of performing well on social media as a roofing business is to change with the times. This can be tough to stay on top of, admittedly, which is why this is often an area that roofers delegate to a social media management team. Nevertheless, you want to know that what you’re putting out there (even on your behalf) is fruitful and relevant. So let’s look at how that’s done.
Leverage Instagram Stories To Get More Attention
The algorithm that drives the Instagram feed — where you see a steady stream of images from people you follow and sponsored posts — is tough to crack artificially, and let’s be frank, most people don’t want to see a company post as much as they do pictures from friends and family. However, Instagram Stories have allowed companies to improve their visibility, as well as creating a welcomed alternative to overly-staged content that so many complain about with Insta. In fact, Later, an Instagram scheduler platform, identified authenticity as one of their Instagram marketing trends. (They also have a great article about how to use Stories as a business, step-by-step, to make the most of Instagram for roofers. Give it a read!)
Stories tend to get more play these days, and Facebook even introduced this feature into their platform given the warm reception. This is a fantastic way to set your roofing company apart from the rest, and to show up in a unique way to potential customers. Share some behind-the-scenes looks at roof repairs (don’t forget to hashtag those roofing keywords! #roofrepair), spotlight your awesome team with some quick interviews focused on fun questions (like favorite foods, TV shows, or most beloved thing about your city), and share your posts on Stories too. Remember: users may interact with Stories but miss your post on their feed, so show up on both to maximize access to your great content.
Speaking of content…
Let’s Talk About Content Marketing For Instagram
A Forbes article about Instagram Marketing gave sage advice: “Post often and proactively engage with your audience.” Not only are you shooting for quantity (frequent posts), but quality matters too. If you plan to foster relationships with followers — or even try to reach those who don’t already follow you via sponsored posts — you’d better think about what they want to see from you, and deliver that.
This seems obvious, but try to put on your Content Marketing hat and make sure you’re focused on increasing your relevancy and authority by serving Instagram users with awesome content related to what you do. No one expects you to start posting fabulous #ootd photos (although that could be awesome and earn some legit attention), so create content about roofing that is germane to your service area, but also serves a broader audience than your existing client base.
The point of any marketing is to increase your brand awareness and (hopefully) increase sales, but lead with industry expertise to establish yourself as an authority in the roofing services realm. Follow with a desire to deliver content that is helpful beyond an explicit CTA (“call to action”), such as warning signs that [your] roof might be damaged after a hailstorm. Notice that this topic is extremely specific. This is intentional, as it opens up the door for a ton of “drill down” topics within the overarching theme of roofing repairs and installations. But it also allows you to uniquely speak to users who may need that content.
Prioritize Relationships For Awesome Instagram Marketing
I shared earlier that active engagements, such as comments and DMs, are the name of the game to perform well with the current Instagram algorithm. To keep this from becoming forced or painful, approach Instagram as an online community with a huge potential for an invaluable referral network. Think about it: Followers essentially allow you to market to them regularly. This is amazing! And while the focus isn’t just on gaining new followers — although that will likely follow as you offer must-see content and interact with other users and brands — it’s a great mindset to anchor your social media strategy.
Use Captions and Stories Questions To Interact With Followers
While you don’t need to do it with every single post (that could get annoying), be sure to invite Followers to comment on posts via the captions you write for a given image. It doesn’t have to be explicitly related to roofing, as you may get more responses by asking users to share their worst home repair experience, or best moment in their current home. These are still relevant to the services you provide (as a home repair expert), but they are broadening the scope for discussion to invite responses and increase engagement.
Stories, as previously discussed, are a really fun, authentic way to capture the attention of Instagram users. You can include stickers and text to increase your appeal, including the Questions function, which allows you to pose a question and collect responses. You can share these responses after the fact, or simply use this as a launching point to interact with respondents via Direct Message.
Some questions you could pose on Stories to initiate communication:
- How do you feel about our current weather? Love or hate? (Could be a fun poll, too!)
- Metal roofs are all the rage… How do you feel about them? (#fixerupperobsessed)
- Tell me your favorite neighborhood in town to house hunt!
- What is your biggest concern when hiring a home repair professional?
- What was the biggest factor when choosing a new roof for your home?
Example of Instagram Stories and Questions feature for business engagement
Instagram Direct Messages: Response Time Matters In The Algorithm
If I recall correctly, I’ve seen the “magic threshold” as less than 4 hour response time to demonstrate good engagement with Instagram users who send Direct Messages (“DMs”), which are basically private messages sent within the app. However, the goal should be reasonable and helpful. If you can set up notifications to let you (or whoever is managing your social media marketing) know when there is a new DM, this will increase the likelihood you can respond in a reasonable time frame. It’s not uncommon for faithful Instagram users — noting that 60% of these folks check in daily with the app according to Pew — to utilize this platform for as much of their communication as possible, which means that email and phone may not be the only methods by which you can be reached (assuming you want your share of their business).
And while comments may not be as time-sensitive in terms of responsiveness, you should still encourage ongoing engagement by at the very least liking comments on your posts. But ideally, you comment back via the reply function, which also demonstrates to other followers that you’re truly plugged in and have a desire to cultivate relationships. This goes a long way and will help keep your content in view for more and more users.
Just Treat Instagram As Another Viable Channel For Leads
At the end of the day, you don’t have to employ every tip and trick out there to leverage the Instagram algorithm to boost your roofing SEO. But if you focus on treating this platform and the users on it as legitimate lead opportunities, then you’re far more inclined to optimize well and reap the benefits of this robust network.