Author Archives: Roofing Webmasters

Keyword Research: A Guide For Roofers

Magnifying Glass Over Computer Screen Referencing Keyword Research Guide For RoofersKeyword research is not as simple as it once was. For roofing contractors, everyone in the industry is fighting for the same keywords. So what is the solution? Thinking outside the box. When roofing contractors perform keyword research in 2017-2018 and beyond, they should focus on the underlying theme of the keywords. Follow this guide to get ahead of competitors:

Step 1: Defining an Audience

Before you research any keywords, you must define an audience. This should be fairly simple in the case of roofing contractors. But be careful not to oversimplify. Be detailed. Ask questions. For example, if you offer roofing services, but don’t sell roofing products, you have to differentiate from customers looking for services and customers looking for roofing products. Let’s list a mock profile of our target audience:

Homeowners

Homeowners in (City, ST)

Homeowners in (City, ST) with roof problems

Homeowners in (City, ST) with roof problems looking for services

As you can see, the audience profile evolved from the basic “homeowners” to a more detailed description of what the target audience is actually looking for. Once you can form that profile, you can move on to step 2 of the process.

Step 2: Making a List

The previous step gave us a defined audience profile. From there you can develop a list of possible search queries. As experts in the industry, we have a large list of roofing keywords that will help you get started. Similarly, your position as a roofing contractor can probably spark some good keyword ideas. Let’s start with these:

roofers near me

storm roof damage repair near me

shingle roof installation

tile roof installation

roof leak (City, ST)

roof replacement near me

chimney not working (City, ST)

What we did was take some common roofing problems and combine them with the local term “near me”. Google will customize results based on the user’s location, so the proximity of your business will correlate with the “near me” search qualifier. After generating this list, you can move on to step 3.

Step 3: Choosing a Keyword Tool

To gather data about keywords, you will need a keyword research tool. Several options are available, but most require a subscription. Google Keywords Planner can be used if you have an AdWords account already set up. If you are looking for the best paid keyword research tools, consider Moz Keyword Explorer and SEMRush. From there you will want to measure:

Search Volume

Competition

Opportunity

Cost Per Click (CPC)

Related Keywords

Metrics will vary depending on the keyword tool you utilize. For example, Moz offers opportunity and priority metrics, while SEMRush uses KD percentage, which stands for keyword difficulty. The goal is to gather as much data as possible to make an informed keyword list. The more information you have at your disposal, the more precise your campaign will be.

Step 4: Refining Your List

With the new information, roofers now have a much better idea of which keywords to target. From your original list of keywords, and the added keywords from “related keywords”, you’ll want to create a master list — the list you are going to use to optimize your content. Pick your top 5 keywords based on all the available information, and list them. For example:

roofing services near me

shingle roof repair (City, ST)

roofer near me

residential roof repair near me

tile roof repair near me

You have now completed your keyword research process. From here you will transition to content marketing and search engine optimization. Keep in mind, you can use the same research process for individual service pages as well. If you have a page like “Commercial Roofing Services” you can get a more detailed keyword list for that particular page. For assistance with your internet marketing, give Roofing Webmasters a call at (800) 353-5758.

Developing a YouTube Strategy For Roofers

Group of Video Players Depicting YouTube Strategy For Roofers
YouTube Reaches More 18-49 Age Mobile Users Than Any Televisioin Broadcast

Keeping track of the latest marketing trends, 60% of people prefer online video platforms to live TV. What does this mean for local roofing contractors? It means pull the investments from your local TV advertisements and redistribute the money towards a YouTube strategy. By 2025, 50% of users under age 32 will not subscribe to a paid television service. The time is now to shift your attention towards on demand video content, and YouTube is the most accessible and efficient place to start.

Phase 1 – Developing a Strategy

Before you even think about how to create video content, you must create an outline for what you want to accomplish through video marketing. To do that, focus on the following criteria:

Keyword Research

The first step in the process is market research. Using Google AdWords and other SEO tools, roofing contractors can develop a list of video keywords to target on YouTube. Video keywords usually correlate pretty directly with standard keyword research. Pay special close attention to “How To” keywords. For example “how to repair a shingle roof” would be a high potential video keyword.

Target Audience

Perhaps the most important element to your YouTube strategy will be defining an audience. Depending on how long you’ve been in the business, you should have some pretty solid data on your target audience and how to appeal to them. In the case of video, the target demographic is going to be 18-49 year old’s. While that does not make up all of your potential customers, the 29-49 range will certainly make up a large portion of it.

Phase 2 – Defining an Objective

Now that you know what your strategy is based on market research, you have to define how to implement that strategy into your marketing campaign. To do that, you must focus on the following:

Measurable Goals

As with any marketing venture, your goals must be measurable. Define some goals that you aspire to accomplish through video marketing. Perhaps it’s a sales oriented goal like percentage of customers gained per marketing dollar. Or maybe it’s more about brand awareness with metrics like total views and impressions. In any case, write down your goals and make them measurable.

Time Management

To produce an optimal video marketing campaign, you should place a timetable on the implementation of your strategy. This can be something like 1 month, 3 months, over even a year. The time limit is important for both accountability and measurement purposes. Projects that lack a defined time period often tend to be put off in place of higher priority activities. Make this one a priority by defining a roll out period.

Phase 3 – Creating Video Content

Once you have set up a strategy and defined an objective, the hardest portion of your video marketing campaign must take place. Though it will cost some money to produce high quality video, using the right tools can minimize the expenses. Consider the following:

Video Recording

Most newer phone models record fairly high quality video. The main hurdle will be the sound quality. Consider investing in a camera microphone like the Lavalier Lapel Microphone which only costs $20 on Amazon. This mic is considered perfect for YouTube videos as it can clip right onto the subject of the video. For only $20 your potential ROI will be outstanding when you consider the potential marketing returns from your video content.

Video/Channel Branding

After you record some videos you will have to upload them to YouTube. Creating a video channel is a simple task but you must optimize it for search. Use the keyword list you generated in Phase 1 and apply them to your tags, metadata, and description. In addition, upload your company logo, and use it as a watermark on your videos. Remember to upload custom thumbnails for your videos as well.

Phase 4 – Performance Measurement

So the hard part is over. You have developed a strategy, defined an objective, and created and branded your video content. Now all you must do is measure its success and adjust and improve based on the data you analyze. Use the following tools for measurements:

YouTube Analytics

YouTube makes it simple to measure data by offering YouTube Analytics for all users. Check out the YouTube Analytics basics to learn how to generate reports for your videos. The wide array of available metrics, from traffic sources to watch time make consistent improvement a very realistic option for content creators. You can even check out the demographics of your viewers to better define your market reach.

If you require assistance with your YouTube strategy for roofers, call Roofing Webmasters at (800) 353-5758.

How Web Design Influences Roofing Leads

Contractors Discuss Roofing Leads Generated From New Web DesignAll roofing contractors have a common goal of generating more online leads. The disagreement is about how to get there. Some roofing websites rely on Pay Per Click advertising, while others invest all of their resources into organic Search Engine Optimization. While both of these techniques have proven to be successful when properly implemented, there is one common theme between websites that rank well on Google SERPs, and that is strong web design.

Without a professionally designed website, all the SEO and PPC resources in the world will not give you a decided advantage over competitors. Why is this the case? Google answers this question by stating; if you haven’t made your website mobile-friendly, you should. Google now prioritizes websites that have mobile-friendly designs, in order to meet the needs of local searchers who primarily search on mobile devices.

Elements of strong web design

Below you will find the primary elements of strong website design:

  • Expedient: Part of good web design is speed efficiency, if your website takes too long to load, visitors will exit, increasing your bounce rate, and affecting your ranking
  • Navigable: Looking nice is one thing, but if your website can not be navigated with ease, you might as well delete it, because users on mobile devices will want to move around your website quickly and efficiently
  • Responsive: Not only should your website display optimally on mobile devices, but also on desktop and tablet as well, the best way to accomplish that is through responsive web design
  • Visually Engaging: It’s no secret that certain websites just “look better” than others, and its usually the result of talented web designers creating visually engaging graphics

How Design Translates to Leads

Sometimes SEO companies can over-complicate the process of customer acquisition. The mathematics of the lead generation equation are simple:

Better design = higher local ranking = more mobile visitors = new roofing leads

As you can see, there is a direct correlation between web design, and roofing leads. Roofing websites who decide to invest in elite web design, are the ones who will dominate the local market in 2017-18 and beyond. For web design services designed to generate more roofing leads, call us at (800) 353-5758.

5 Simple SEO Mistakes for Roofers

Person Using Computer Making Simple SEO Mistakes
Many simple SEO mistakes end up costing roofing contractors on Google SERPs

At Roofing Webmasters we create and optimize websites for local roofing companies throughout the United States. Most roofing contractors come to us with an existing website that is not generating any leads and not ranking well on Google SERPs. When evaluating their websites, a common thread links each of them; simple SEO mistakes. If you are interested in roofer SEO services call us at (800) 353-5758. The 5 most simple SEO mistakes for roofers are:

1. No URL Hierarchy

Too many websites fail to develop a URL hierarchy before they launch their website. As a result, their content is disorganized and tough for users to follow. When we create our websites for roofing contractors, we always develop a pre-planned hierarchy that consists of the following qualities:

Main Pages: Your Home page, About Us page, and Contact us page

Parent Pages: Your top level service pages

Child Pages: Your subcategories of service pages

Internal Blogs: Your blog posts

Developing a URL hierarchy ensures that users can easily navigate your website in a way that is cognitively reasonable. It also helps you later on when you create your internal link structure, as pages will lead to and from each other in places of context relevance. Remember, don’t start adding content to your website, until you have planned an agreed upon site structure.

2. No Image Optimization

There could not be a more simple SEO factor than filling out image ALT text. In fact, the task is so easy to complete, that it’s actually frustrating to see so many websites fail to utilize it. With that said, the lack of attention to detail from other websites, actually creates an opportunity for yours. Optimize your images in the following ways:

  • File Name: Before uploading your image to the site, rename the file to a relevant name like residential-roofing-services.jpg
  • Title: Name your image the same as your file name — just eliminate the dashes, i.e; “Residential Roofing Services”
  • Alt Text: The Alt texts exists for visually impaired people to understand what the image is, therefore your ALT text should describe the image
  • Description: The description exists for when people use Google image search, and scroll through the results

It’s hard to overstate how simple image optimization actually is. With a small amount of effort, roofing contractors can improve the ranking value of their website. That will lead to increased customer leads, and more business for your roofing company. For SEO image optimization call (800) 353-5758.

3. No Meta Description

Just like image optimization, meta descriptions or so simple to fill out, that it’s perplexing why they are so often left blank. Meta descriptions are the lines of text that appear under your search results on Google, Bing, and other search engines. If left blank, they will default as text pulled from your first paragraph of content. Well optimized meta descriptions should include:

  • 160 Characters: Meta descriptions should fit within the 160 character limit or they will be cut off on SERPs
  • Call to Action: Market to search engine users before they even reach your site, by placing a call to action within the meta description
  • Engaging Keywords: Meta descriptions are a preview of your content, so the goal is to entice users to click the link, by engaging them

Meta descriptions should fall somewhere in the range of 150 and 160 characters. Google has their own meta description at 159 characters, giving website managers a good indication where they should be. Remember, this text will be the first representation of your website for search engine users, making it a significant marketing factor for roofing contractors.

4. No Sitemap

Sitemaps are a little more advanced than images, and meta descriptions. Still, every website should have them. Google uses sitemaps to crawl your website, and properly market it to users across the web. Sitemaps can be uploaded in XLM, RSS, and Text formats. Roofing company websites should take the following steps for developing a sitemap:

Step 1: Determine which pages you want Google to index
Step 2: Choose a sitemap generator of your choice
Step 3: Use Google Search Console Sitemaps Testing Tool to test your sitemap
Step 4: Add the sitemap to your robots.txt file and include “Sitemap: http://example.com/sitemap_location.xml”

By completing these steps, you enhance your roofing company website’s marketing potential. Google can more effectively display your website to users, and help you generate more relevant traffic. While many websites still fail to properly upload a sitemap file, Roofing Webmasters can handle all of that for you with our roofer web design services.

5. No Header Tags

For those familiar with the internet marketing industry, the idea of not using header tags for your content might seem like blasphemy. Still, several roofing websites across the internet fail to use proper header tags within their content. Some confusion exists about the use of H2 and H3 header tags in particular. Your header tags should serve the following purposes:

H1 Tag

Your H1 is essentially the title display for your page, and it’s what search engines will interpret as the primary header — H1s should never be used more than once per page.

H2 Tag

Your H2 serves as a sub-division of your content and can be used multiple times throughout a page, to effectively organize content.

H3 Tag

Your H3 is a subset of the subset, meaning you can break your content down even further than your H2s have already — and like H2s, H3s can be used multiple times per page.

Properly implementing header tags in your content pages makes a huge difference for SEO. Headers allow users to interpret your content in the way you intend it, and also communicates the structure of your content to search engines like Google. The most important thing is to not use your H1 more than once per page, as it can cause major problems when Google crawls your site. Call (800) 353-5758 for roofer SEO services.

Roofer SEO: Maximize Your Service Area

Roofer Service Area
Roofing Webmasters offers professional SEO services

You’ve followed Roofing Webmasters search engine optimization strategy, and now your business is growing at a higher rate than ever before. What is next? The answer is; maximizing your service area. Call (800) 353-5758 for roofer search engine optimization.

How to Maximize Your Service Area

Before thinking on a larger scale, roofing contractors should maximize their local service areas. But how do i maximize my local service area? Through keyword research, quality content, and online citation sources. More than likely, there is an untapped base of customers right in your area. At the very least, your roofing company should focus on:

Brand Recognition

To truly maximize your local potential, your roofing company logo must be somewhat recognizable in the community. Upload your logo on your main website, your online listing directories, and each of your social media profiles: Your logo should be visible in the following places:

  • Main Website: Homepage, About Us page, Contact Us page
  • Online Directories: Google My Business, Yelp, Angie’s List, etc.
  • Social Media: Facebook, Twitter, Linkedin, etc.

Make sure your logo is the same on each website, and if you’ve recently updated the design, make sure you go back and replace the logo on each social media profile, and online directory. Consistency is a critical element of brand recognition. You don’t want customers confused, but rather to definitively associate your brand with one logo.

Keyword Placement

Roofer SEO Service Area
SEO helps roofer’s maximize their local service area

Many unhappy roofing contractors we talk to are only optimizing for very competitive keywords. There are hundreds of long tail keyword opportunities, that can be taken advantage of. If you are truly looking to maximize your service area, you should follow these keyword practices:

  • Keyword Research: Using Google’s Keyword Planner, roofing contractors can get an idea of the competition level for specific keywords
  • Keyword Density: Avoid keyword stuffing in your content, and only place the keyword where it makes sense to the user, and properly markets your services
  • Keyword Diversity: Don’t put all your eggs in one basket, and try ranking for multiple keywords, so that you can diversify your assets

Content is king. But keywords exist within that content, to help attract potential customers to your roofing company website. Keyword stuffing is against Google’s standards, and keyword placement should only be utilized within the context of Google Webmaster Guidelines.

Search Visibility

So you’re probably thinking, “I already am visible, and my business is growing”. Yes — growing, meaning an ongoing process that should not stop after initial success. Too many roofing contractors make the mistake of trying to expand their service areas too quickly. If you can honestly say that you’ve maximized every aspect of local search optimization, then you can move on. Get the most out of the following search visibility tactics:

  • Directory Listings: It might sound like a broken record, but there are far too many roofing companies, even successful ones, that are leaving customers on the table by not claiming and optimizing their citation sources
  • Organic Search: So you’re #3 for your local roofer SEO keywords, but what’s stopping you from #2, or from #1? Make it your objective to reach the top spot
  • PPC: Have you ever really launched a fully optimized PPC campaign, meaning one with specific location targeting, researched keywords, and market inefficiency monitoring? If not, you could be missing out on a large base of customers

So yes, growing your local roofing company is an outstanding accomplishment, but before you look to parlay your hard work into even harder work, try to maximize your local service area as completely as possible. If you believe that you have maxed out your value in the local community, service expansion becomes a legitimate marketing option. Call (800) 353-5758 to discuss roofer SEO management.

Developing Roofer Content for Google

Roofer Google ContentWhat type of content does Google look for from roofing companies? This is a question asked by many roofing contractors who are not seeing the desired results from their internet marketing campaign. The first 3 results on Google SERPs receive over 60% of the clicks. That means your content must be elite, in order to earn the desired Google ranking. For Google roofer content services, call (800) 353-5758Here are some aspects of roofer content, developed specifically for Google search engine users:

Content Quality

The main component of Google roofer content, is quality. Google prioritizes user experience, so your website content should be informative, relevant, and easy to read. If it comes across as spammy, or below the average reading level, you are likely going to suffer the consequences. Google details their content standards on Webmaster Guidelines. Some of the elements of content quality include:

  • Credible: Whatever industry you are in, your content must reflect credibility within it
  • Engaging: Your content must interest users enough for them to stick around
  • Readable: Content must be on the appropriate reading level
  • Useful/Informative: Your content must inform visitors about your service or product

If your roofer website content checks all these boxes, you are well on your way to online marketing success. These components will increase signals to Google, including, the amount of time spent on your web pages, the decrease in bounce rates, and the increase in click through rates.

Keyword Research

There is a lot of disagreement about the importance of keywords in today’s SEO climate. Google has made it known that content quality supersedes keywords, in regards to SERP rankings. While keyword stuffing is an unacceptable practice that will cause a Google penalty, keyword research is still an important part of content development for roofing companies. Good roofer keywords have the following qualities:

  • Competition: The term “roofer” is already used by so many websites, that you have virtually zero chance of ranking well for that exact term, you can instead combine it with more specific keywords
  • Relevant: Attracting potential customers is the goal, so irrelevant traffic does not help you
  • Specific: Make use of long tail keywords that represent industry specific buying intent
  • Volume: You want to target keywords with a high search volume, meaning people search for it often

Keywords are still a factor in Google rankings. As long as their inclusion doesn’t come at the expense of content quality, they will be a major factor to the improvement of your position on Google SERPs. Make sure your keywords are also presented in title tags, header tags, and meta descriptions.

Link Construction

Roofing contractors should fill their website with high quality links, both internally and externally. Link spamming will cost you a spot on the Google rankings, while sensible link building will only improve your chances of ranking high. There are several key components of a well designed link structure. They include:

  • Authoritative: Your outbound links should only send users to authority websites that are trustworthy, and do not contain spam
  • Fresh: Your links should be relevant today, not 5 years ago, if you have links to outdated sources, you should update them ASAP
  • Relevant: The words or phrases which are linked from, are considered “anchor text”, and they should only link to pages, either internal or external, that are related

Using links to enhance the user experience, sends Google signals that your website deserves to move up in the rankings. While spam links are a real problem throughout the internet, it is not links themselves that are the problem, it’s the tactics in which they are used that give them a bad name. To discuss Google roofer content services, call (800) 353-5758.

3 Cutting Edge SEO Techniques

Cutting Edge SEOMany of the contractors we talk to at Roofing Webmasters want to know:

How can I separate my company from the competition?

This question does not have a short or simple answer. The SEO industry is so competitive right now, that people are constantly looking for ways to get a leg up on the competition, at any cost. Falling into practices that blur the line of ethics is not something we endorse at Roofing Webmasters. Patience is key when implementing an organic SEO strategy, that will lead to sustained success and an authoritative online presence. Still, SEO continues to evolve, and companies that can keep up will reap the rewards of internet marketing success. To discuss roofer SEO strategies, call us at (800) 353-5758. Here are 3 cutting edge SEO techniques for roofing companies:

Blog Channels

The internet is becoming more comprehensive with each passing day. Almost everyone has a blog these days, so differentiating yours is a way to stand out from the competition. One cutting edge technique to make your blog unique, is to implement blog channels. Separating multiple blogs into more specific niches can help brand your roofing company, and diversify its online assets. Not only do you create more appearances on search engine results pages (SERPs), but you cater to specific niches that can each generate a core following.

Exclusive Infographics

Most people are visual learners. Users who visit your website, and blog, are not interested in massive blocks of text without any break in between. Exclusive infographics are a way to generate unique content that will really engage users. Infographics are also a great tool to generate backlinks to your website. Authority websites will want to curate your visual content, and will link back to your website in exchange. Hubspot details how to embed code for your infographics, which will allow them to be easily shared. Infographics can be used in blog posts, as well as web pages, but are designed to give the reader a visual interpretation of the current subject.

Interview Content

Staying on the theme of unique content, interviews are a great way to generate exclusive information on your website and blog. By conducting interviews with industry connections, or friends of the industry, you can help create more traffic to your roofing company website. Interviews can be presented in either text or video format. Text allows you to make the questions and answers look appealing to the viewer, while videos offer the chance to incorporate YouTube into your blog posts. In the modern marketing landscape, unique content will make your company stand out.

Roofer SEO Services

If you are a contractor looking for ways to expand your presence online, consider Roofing Webmasters as your one stop marketing service. We manage every aspect of your internet marketing, and help you rank well on Google search results. To further discuss roofer SEO techniques, call us at (800) 353-5758

The Season For Roofers Is Upon Us and Customers Will Need Your Help

Website Search
More Website Views Equals More Customers.

April is almost here and that means that a lot of severe weather is upon us. A lot of homeowners and renter’s homes will be affected by high winds, tons of rain, and maybe even some hail. That is where a quality and professional roofer comes in. In order to help potential customers, they need to be able to know where to reach you and know what kind of services you provide. With the right website optimization, customers will be able to find your roofing business a lot easier and turn to you for help.

A lack of online presence can really affect your business. With little to no content, web design, or even social media, it can be hard for potential customers to find your business. It doesn’t matter if you are the best roofer in the whole city if you aren’t ranked high on search engines, potential customers won’t be able to find you and use your services. This is where we come in. At Roofing Webmasters, we want to help you reach a larger audience with our SEO services. With SEO optimization services we will be able to help you rank better, produce original content for you, give your website a new design, and help your social media presence.

We are experts in SEO and will be able to give you services that will help bring more phone calls and website traffic to your business. If you would like to learn more about what Roofing Webmasters does and how it can help your roofing business, give us a call at (800) 353-5758 today.  

Benefits of Why Blogging Is Essential to SEO Results

There are a lot of reason why blogging is important to SEO results. It might seem like blogging is a waste of time for your business and it’s website, but there are a lot of benefits to regularly blogging for your business and company. There are a couple of reasons why blogging is important to SEO.

Blogging Is Important To SEO Results

New Content

How often do you update your website with new content? Probably not that often. With blogging, you are creating new content for your website.

Makes You An Expert

When you create content that answers a question or provides useful information to your readers, people will begin to see you as an expert in your industry and in turn establishing more business.

Generates Traffic

Blogging about topics that are current or are asked frequently can actually produce a lot of attention. If someone searches “How to maintain gutters” and you have a blog post dedicated to gutter maintenance, you are gaining an audience and generating more leads and traffic to your website.

Have A Higher Ranking

Because you are producing content that uses SEO keywords and topics that are searched frequently, you are able to improve your SEO ranking. This can also help when you want to have a lead over your competition.

Blogging is important for so many reasons and if you would like more SEO services that can really benefit your roofing company, give us a call at (800) 353-5758 today. We are ready to help you gain more leads and a wider audience.

 

True or False: SEO Facts

seo factsWhen you hear so much about something being said about a certain subject, it can prove to pretty difficult to determine what true and what’s false. But not to worry! The roofing Webmasters have you covered. Our SEO experts are here to give you the cold hard facts about SEO and how it can be incredibly beneficial for your roofing business.

  • Anyone can set up and maintain your site: Just because your family member or good friend has a degree in marketing or claims to know all about SEO doesn’t necessarily mean that they know what they’re doing. Neither of these is the same as being proficient in SEO and that’s where quality SEO companies, like the Roofing Webmasters, come in. It’s vital that you trust your website with someone who works with SEO day in and day out and are up to date wit the newest methods.
  • Set it and forget it: Most people think that once they have a website set up, that’s it. They think that they have nothing else more that they have to do and it’ll continue to increase in ranking. The truth is, web crawlers look for consistent action to happen on your site. If they see that it has been idle for quite some time, it can actually be harmful to the rankings.
  • The top spot is the only that matters: Everyone wants to be in that #1 spot in search rankings. Of course, it’s a goal to strive for, but it isn’t the only way to get increased traffic to your site. Making sure that you’re participating social media or even PPC will help you have a successful online presence.

When it’s all said and done, internet marketing is the direction that the world is going. And luckily for you, the Roofing Webmasters are in your corner to provide you with premium quality SEO services.Whether you’re looking to learn more about SEO facts or you’re looking to give you web presence a boost, pick up the phone and dial (800) 353-5758 now!